What would be your first choice for marketing strategy: Disruption (1) or Kaizen (2)?
There are few movies that I keep watching again and again. Moneyball is one of them.
The movie is the story of Billy Beane, played by Brad Pitt, who faces a daunting task. Beane must reengineer his Oakland Athletics baseball team and assemble a competitive one to win among the bigger leagues. Else the game is over for Billy Beane. And there is very little money.
A very familiar situation for start ups.
He is surrounded by traditional scouts, who have age old wisdom to select players. Billy decides to build a team of undervalued player by taking a sophisticated programmatic approach to analyze players. Data driven decision. Oakland team scouts are first dismissive of this approach, because this is against scouts experience and intuition. Beane uses on-base percentage (OBP) to choose the players. Oakland’s reach stages beyond expectation and lose in the post season.
Billy could have become the highest paid general manager of Red Sox that season.
Moneyball is a classic story of growth hack. You need one thing to bring about the disruption; give up the old and believe in the new. Change the game.
Here is a classic quote…
“Any other team wins the World Series, good for them. They’re drinking champagne, they get a ring. But if we win, on our budget, with this team… we’ll have changed the game. And that’s what I want. I want it to mean something.”
One of the first questions that one may ask a digital expert is – what is the cost to create an app. Leave side the cost for marketing and maintaining the app, App development is a cash cow for many tech outfits.
Truly, the native app experience is the reason why apps dominate the content consumption (App usage is 90% of the time on Mobile). This trend may fundamentally change.We are in middle of most exciting times where mobile is concerned, and we now can consider moving beyond Apps. Started by Google and Facebook browsers, we may soon see browsers becoming the new apps and deliver similar native experience.
Consider the following reasons.
I’m quite excited about Accelerated Mobile Pages (About AMP, also read my previous article). WordPress opens my posts on mobile blazingly fast, as it has in built converter to AMP. This sets me thinking that may be in future this feature of WordPress may be a default feature in CMS out there in the market especially those who are in news article publishing. Also check the AMP video on Google Amp Project website, which opens fast. Though there are limited features, every quarter new features are getting added. Such as now forms can be used on AMPs
Progressive Web Applications (PWA) is another technology stack which is making the browser work better to enable more native app like experience. Consider some of these PWA enabled websites on your mobile for the experience what Was can deliver. One of the best feature is that you can let the user “Add to Home screen” to create a home screen button which will take the user directly to the website. Find more handy resource on PWAs here.
According to emarketer report, a new app may not be retained for even a single day. 71% of the apps were deleted on the Android platform on the first day itself and the number became 97% by the end of the month. The frequency of the usage would dominate the app retention. Such as you are more likely to retain social (Facebook, snapchat etc), ecommerce (Amazon, Flipkart), taxi hailing app (Uber, Careem), and banks etc. However one time utility apps such as an app made for standalone hotel is most likely to be deleted.
If the app is downloaded organically, it has more chances to to be retained compared to forced push one. After 30 days an organically downloaded app has 156% more chances to be retained compared to one which has been pushed. In addition, consider that it takes marketing monies and effort to put the apps on the iOS or Android App Store, till the time an app gains relevance (which is any where between 2-3 months depending on the budget for app marketing or push). The inaccurate app tracking and calculating the ROI of the efforts makes such efforts more questionable. Especially with products with one time use, I find it hard to justify an app such as stand alone independent hotels. It would be easier to get a website site with good native experience and some of the app features such as the browser push notifications to get a richer experience.
One of the advantages of using a responsive web design is that one can start thinking on content across multiple devices. Rather than duplicating efforts for a website and a mobile (mobile device content should be shorter and precise), one can manage content easily, reducing the effort and time needed. Most CMS’s would like to hear this as this would reduce the gains from a promising app content management product.
As more and more content is being consumed by mobile, it become important that mobile is placed in the centre of the digital experience consideration set. However, the world is increasingly becoming multi-device. Comscore study indicates that more instant and functional content will be browsed on mobile, while detailed content on many device. Hence critical to simulate the same experience across devices (courtesy Comscore).
For a stand alone hotel, it is much easier and cost effective to streamline the experience using a web strategy (using PWA) rather than creating an App. Unless one has volume such Marriott, Hilton or Accor.
So, carefully consider options before you jump into spending a million dollar to create an app, when you can get the same experience at probably fraction of the cost. In the brave new world, Browsers are the new Apps!
When every one is focused on loyalty, discounts and coupons, innovation is hard to find. Kind Traveler is an ambitious foray and differentiated. Travel for a cause!
This is how it works. The platform makes the hotel’s charitable cause or sustainability initiative connect with the prospective traveler. The prospective guest can pay as small amount as USD10 and book directly from the hotel to be part of this cause.
Jumeirah is one of the few sites which loads fast on mobile. The design is clean and minimalist. Large image with a single pointed focus. The website mentions in collaboration with Google, which made me believe that this is what AMP could deliver (I realised later only the 360 feature was Google). Irrespective I was impressed with the page download speed and aesthetics of Jumeirah. Though there are other sites such as sites of Premier Inn , which boasts of 60% web direct bookings and Hilton, where is the site is an extension of the booking form. In both these sites, the experience is missing.
Google is trying to make the content consumption on mobile devices faster, the reason for AMP project genesis. (The video is highly recommended). The long page load time is definitely a bad experience. Therefore in order to speed up things, Google has made the page as simple as possible; it has its own JS library, HTML script & cache. At the same time Google acts as a CDN, to speed up the distribution. A number of interesting case studies can be found here. WordPress plug in creates the pages in AMP automatically, which loads fast on the mobile. These pages are definitely faster compared to regular mobile responsive pages.
AMP has been primarily made for the content networks such as Washington Post. However recent updates new updates have been made for video & ecommerce.
AMP could be a worthy trail for the Hotels websites, since now images through carousel and soon enough, the video will be enabled (Q4 according to Google). Content along focused call to action may give a good result. Though while researching, I couldn’t find many examples in the region, I feel since the technology is new the adoption is slow.
Mobile rules the impression space and the discovery at this point in time. The mobile experience therefore does deserve focus. AMP along with PWA should be worthy effort in this direction. Both these technologies are not expensive and at the same time deliver rich experience.
What do you feel about “Can we make the web great again?”
From a world of cross device comparability, Web is increasingly needs to become devise focused to deliver experience. Myntras app only strategy may have failed, but was a step in the right direction. Logically The device which is most of the time with the user should command maximum focus.
Mobile should deliver it own unique experience. Mobile first.
Responsive don’t solve the problem. Increases the download time reminding of the old days when speed was the issue with internet.
Apps are provide great experience however is limited to the number one can have in the phone and also limited is the discovery. One would find only through an app store or a friend.
Though Progressive Web Application don’t solve 100% of the problem, the step is in the right direction. The sites with PWA such as flipboard and flipkart that I have used are faster and interactive. The big plus is that it doesn’t have a different CMS and can be created as a part of existing site. For those like us,who can only dream of having an in-house tech team, it is a convenient solution. Lighter site increase the page load and therefore conversion.
While Chrome, Opera and Mozilla have full support, Microsoft will be onboard by 2016 year end. Safari should be far behind, even though it threatens the app store concept. Browser support is the only limitation.
Cheers to a new beginning!
After a gap of some good years. I’m restarting my digital journey. The start is in a coffee shop Caribou Coffee, close to the place I live in Dubai.
The new journey start with a daunting challenge, of creating a lion share of direct business for a hotel chain. The beginning is modest with 7% and a long way to go. Hope this experience benefits the others in the same field.
Direct hotel business is the space with some action in Travel e-commerce. And I hope it continues…