tui - jeremy ellis

Marketing in a Mobile WorldA TUI UK & IRELAND PERSPECTIVE

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Jeremy EllisMarketing and Customer Experience Director, TUI UK & I

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Intro – setting the scene

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Rise of the Smartphones

Source: Emarketer 2016

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A Global Trend

Source: Criteo October 2016

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First Choice Mobile Share Growth

Source: TUI Internal data

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Issues we see

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Source: Criteo ‘State of Travel’ Report Oct 2016

Barriers to booking on mobile devices

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Web versus App Usage

Source: UK edition, Deloitte Global Mobile Consumer Survey, May–Jun 2016

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Cross-device measurement is a challenge

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Mobile Ad challenges

• Traffic Quality

• Format Quality

• Ad Blocking

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What TUI is doing now

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Customer experience

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Customer Account

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Mobile Spend

4x

CPC-11%

CPA +6%

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TUI Digital Assistant

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Mobile relevant creative

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What’s next

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Driving growth through our TDA

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Inspiring Content - VR & 360

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Measurement - Cross Device Attribution

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Wrap up

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Summary

• Need to understand where Mobile fits in the consumer journey

• Better visibility and tracking of journeys to attribute marketing accurately

• Need to bridge platform and browser tracking obstacles

Measurement

• Ensure creative is suitable for the device and consumer mindset

• Invest in content suitable for emerging channels and platforms

• Mobile first consumer-centric development approach

Content

Capability