A Full Day of Hands-On Learning
This Mobile Strategy workshop will focus on the fundamentals of mobile marketing and strategy, exploring the trends in mobile technology and best practice industry case studies for the tourism industry.
Full details about the event can be found in the Mobile Strategy Workshop Brochure.
*Please note this programme is subject to change
Programme - Morning Session
10:00Welcome to Workshop
To begin this mobile workshop in partnership with ETOA, the Digital Tourism Think Tank Team and ETOA would like to welcome all participants. Rachel Read and Magdalena Osmola from ETOA will introduce the workshop and partnership between ETOA & DTTT as well as plans for further digital events in 2014.
10:30Introduction to Participants
To start off, we’ll have a round-table to get to know the participants of the Mobile Workshop in person. We’d love to learn more about what each of you hope to get out of the workshop and use this time as an opportunity to learn more about your experiences of future plans in mobile.
Mobile is revolutionising how visitors plan, book and share travel, but getting mobile strategy right is all about timeliness and relevancy. The opening topic of this mobile workshop looks at where mobile makes the best sense in your digital strategy and the type of content and functionality that’ll perform best for mobile.
No tourism business has a ‘mobile only’ strategy, so how does mobile compare to other media? We’ll be looking at the pros and cons of mobile compared to both traditional media and other digital channels to gain a deeper understanding of how and where mobile should fit into your organisation’s digital strategy.
11:30Mobile user experience
After looking at global best practice mobile strategies and approaches, it is also important to consider the mobile user experience of different personas. Participants will play through the mobile experience of different users to identify user needs and expectations and match these with their current mobile approaches.
Programme - Afternoon Session
12:00Mobile user experience exercise
Creating unique mobile experiences requires that we rethink many assumptions that we have learned to take for granted with desktop solutions. In order to create a unique customer experience across multiple channels, including mobile, it is fundamental that we understand how users interact with and perceive information on the go. In this session we put the spotlight on the different factors that influence the customer’s experience with mobile websites and mobile apps. Then we will investigate the various components that shape up a mobile user experience within an interactive exercise with all attendees.
During the free lunch provided by ETOA and the Digital Tourism Think Tank, attendees of the workshop have the opportunity to network and can also explore the Crystal’s unique and interactive exhibition showcasing global trends and challenges but also existing technological solutions to build environmentally sustainable, liveable and prosperous cities. Through interactives, films and animations the exhibition can be explored in a richer way.
14:00Mobile apps vs. mobile sites
A far greater percentage of tourism businesses have developed mobile apps than mobile websites. In this part of the workshop, we’ll look at some best practice examples of both and explore the merits and challenges in developing both and providing a seamless mobile experience to the visitor.
14:30DTTT Best Practice Examples
The DTTT team will look at some best practice examples in detail with the participants. A brainstorm and discussion about innovative apps within the group can identify mobile strategies that inspire travellers and are a bit different to the traditional mobile strategies followed by a lot of tourism businesses. This can help to develop your strategy and approach.
15:00Planning for Mobile
Getting your mobile strategy right is only the first step, in this part of the workshop we will look at everything you need to consider when planning for mobile, such as preparing content, integrating mobile as a key part of the visitor experience, activating local industry to get involved and measuring the effectiveness of your mobile strategy. We’ll be looking at how you need to think about building awareness, measuring performance and sharing.
Great ideas are sometimes difficult to translate into really effective results. As we approach the end of the mobile workshop, we are going to be looking at which features and functionalities can be developed more quickly than others. With this ‘heads up’, you’ll be better informed when drafting RFP’s and working with contractors knowing that sometimes the simplest developments turn out to be the ones that take the longest! We’ll guide you through the features and functionality most commonly requested and give an indication to the scale of each from a developers perspective and what you should already have prepared when you start the development process.
16:00Future of Mobile
Finally, a Mobile Workshop wouldn’t be complete without a look at the future of mobile. We’ll be sharing with you our vision for the future of technology and the role that mobile will play in the travel marketing funnel. We’ll look at short, medium and long term predictions and help you to make the right provisions and stay ‘ahead of the curve’ when they do come.
We’ll be wrapping up this first ever Mobile Workshop with our own conclusions and hearing from participants about how they will be approaching their mobile strategies after having heard the different points of view discussed. We’ll also be talking about next workshops that ETOA and the Think Tank could develop together in 2014.
The World's Most Sustainable Building
We are hosting the Mobile Strategy Workshop in an extremely innovative venue in London: The Crystal.
The Crystal is a sustainable cities initiative by Siemens exploring the future of cities. This amazing venue is London’s newest visitor attraction, it is fun, educational, interactive and surprising. The Crystal currently presents an interactive exhibition on urban sustainability. Through interactives, films, and animations the visitor can explore a range of issues including city trends, urban planning, smart buildings, safety and security, energy, water, healthy life, environment, and mobility. We are extremely proud to host our mobile workshop in such an inspiring environment.
Have a look at their website for more information, it is definitely worth it: www.thecrystal.org
Zornitza is an expert in mobile user experience and user research for travel and tourism. With a background in Geo- Information Science, Zornitza moved from designing web-based virtual globes to focus on improving the tourist experience with smartphone Augmented Reality browsers during her PhD at Bournemouth University. This cutting-edge research was recently awarded 1st Prize at the Designing Mobile Augmented Reality workshop at the Mobile Human-Computer Interaction (MobileHCI) conference in Germany, 2013.
Currently, Zornitza is a Mobile and User Experience Consultant at SE1 Media. With in-depth knowledge of all stages of a user-centred design lifecycle, Zornitza enjoys carrying out both qualitative and quantitative user research. She loves great mobile website designs and responsive and easy-to-use location-based apps, and believes that each product and service can deliver an exceptional tourist experience, if we focus on the actual needs and requirements of our customers.
All you need to know about mobile
The Digital Tourism Think Tank focuses on digital marketing best practice in tourism; promoting the most innovative case studies across the industry to inspire and encourage creative, successful digital marketing. With this objective in mind, we are now offering an advanced training course on Mobile Strategy providing tourism professionals and organisations courses to get up to speed and hands on with their digital marketing strategies.
With the scope of mobile growing, with regards to technologies, platforms and usage, it is important for the tourism professionals to take a strategic approach. Through this masterclass you will learn the fundamentals of mobile marketing and strategy, exploring the trends in mobile technology and best practice industry case studies.
This Mobile Strategy Workshop is designed as an interactive workshop in a classroom style format for hands-on learning on Mobile Strategies. Tourism businesses and professionals can learn how to get to the most out of the huge opportunities of an increasingly hyper-connected traveller. It will cover the following:
- Fundamentals of creating a strong mobile strategy
- Different technologies and platforms available
- How to get the most out of these platforms
- Tools and technology to engage people at each point of the buying and trip planning cycle
This masterclass on Mobile Strategies will be hosted in collaboration with ETOA on 25 February and will be offered to ETOA members only.
Registrations close on Wednesday the 19th of February, make sure you sign up now as there are only 20 places available due to the occupancy of the venue!
Have a look on your right for more information on Your Trainer, The Programme, The Venue and how to Register.