Hotel mobile internet marketing landing Strategy mobile phone apps practice

Generally speaking, mobile internet mainly refers to the internet via mobile phone and tablet computer, mainly includes 3 content: WAP website, apps and WAP website and apps promotion. Mobile Internet marketing refers to the use of mobile internet marketing, mobile internet portals include browsers, APPs, search engines and microblogs. With the popularization of smartphone terminals, mobile internet has been widely used in the field of marketing, especially the development of mobile phone apps, it will play more and more important role in the hotel actual marketing process.

App is the application creator, the hotel industry mobile phone app is mainly to help the hotel for the growing number of smartphone users to carry out marketing activities, so that the needs of the hotel and customer demand docking, so that the hotel marketing become more convenient, low-cost, accurate, interactive and strong. At present, the only domestic IT industry for the hotel industry research and Development dossm-apps with simple, useful, fun, carefree and so on, focus on the nature of Hotel marketing and customer service, is the only customer can carry the hotel communication tools.

For the hotel's old customers accurate "machine"

In mobile phone marketing, compared to the traditional SMS Marketing "passive reception", apps is "active attraction" as the characteristics. Whether the consumer will photograph the hotel two-dimensional code, whether downloading the hotel apps to obtain the hotel service, is the consumer subjective will decide, thus the marketing experience feeling will promote correspondingly, has improved the consumer passively to receive the information to produce the antipathy and the resistance. The credibility, interactive value and personalized characteristics of hotel communication are higher than SMS marketing. And apps can list more experience of the product service display, to provide timely service to more accurate target customers, this is not to do SMS marketing.

Among hotel customers, smartphone users have a higher proportion and spend more time on their phones, and customers are often on the move. Direct marketing activities in the hotel must consider the avoidance and distribution channels of conflict, in the process of cooperation with OTA, even if the official website and OTA website price consistency method, can not ensure that all customers through the hotel official site directly booking, and many customers may not always be able to make a reservation through the PC, so It is very convenient to interact directly with the smart phone and the hotel, and it becomes necessary for the hotel. After the consumer completes the registration, the apps system may also according to the customer submits the information automatically to push the corresponding price preferential policy. And the hotel needs to carry out any temporary promotional activities, such as the last minute promotions, through the apps targeting specific objects, can effectively avoid channel conflict.

In the maintenance of old customers, improve customer loyalty, mobile phone apps also have other marketing models irreplaceable role, because the apps installed on the mobile phone most of the customers themselves may be the hotel's loyal customers. But 80% of sales may come from old customers, while new customers account for only 20%, and the cost of developing a new customer is much greater than the cost of maintaining an old customer. Therefore, the hotel marketing maintenance of old customers, especially loyal customers the significance is significant. Apps is a sharp weapon for the hotel to maintain old customers, through mobile phone apps, customers can easily book hotels, and the hotel will be more relaxed service customers. In addition, customers download apps to their mobile phone will also increase its stickiness to the hotel.

The takeoff runway of the "fighter"

A good mobile phone apps is a tool for mobile internet marketing, a good equipped mobile phone hotel apps smartphone is a mobile phone fighter. There is no doubt that the Take-off runway is the key to a fighter jet to fly high. Mobile phone apps Promotion channel, is the mobile phone fighter's take-off runway. Take-off runway is not good, often also related to mobile phone fighter flying high not high.

Electronic market is one of the regular channels for mobile phone promotion. The electronics market is the mobile App Store, also called the mobile phone software store. Third-party developers submit mobile software to the App Store, and after approval, users can download software from Third-party developers at the App Store. Some software is charged, the profit is divided by the developer and the application store in proportion. Some of the software is free, such as the Dossm-apps developed by the company as a hotel customer-oriented direct work, in the application store is provided free of charge.

Generally speaking, to the iphone as an example, for the electronic marketing channels, apps's common promotion process is the application submission, article Launch, social Network promotion, Alliance platform advertising, apps evaluation site, ranking optimization and so on.

Because hotel apps belong to a specific object, a specific purpose application. Through the above methods to promote, consuming a lot of energy, but not necessarily attract the hotel's accurate customer base. Therefore, the hotel apps promotion is mainly based on the hotel's behavior according to the target group custom promotion, such as in the store to promote customers, through the hotel's own micro-blog and community sites for promotion, printing data two-dimensional code promotion, e-mail promotion and other means.

The most effective apps promotion "machine slightly"

According to the characteristics of consumers and consumers ' consumption patterns in hotel industry, hotel service mode and the characteristics of the hotel industry mobile phone apps characteristics, in the apps promotion, the hotel industry begging for their own, the most effective way to promote or rely on the hotel's own platform, it has a lower cost, better results, more targeted and other advantages.

Specifically, the hotel should encourage customers to download apps, the hotel make full use of the store resources for apps promotion, using two-dimensional code to promote apps, with the hotel official microblogging promotion apps, and so on, the hotel mobile apps to promote the implementation of the hotel management marketing activities in every aspect, To give it the best results.

Ways to encourage customers to download mobile phone apps

Because Dossm-apps is the hotel's tool for providing direct sales and customer service to specific target customers. Therefore, the hotel is the most effective way to recommend to existing customers. The hotel can inform the customer of the 6 major reasons that must be used:

1 Apps built-in city and hotel surrounding information to facilitate customers to obtain the necessary information;

2 Apps built-in hotel offers and coupons, download can be used;

3 registered as a hotel member through apps, priority to enjoy more favorable service;

4 whether it is inside or outside the shop, you can book all kinds of hotel services anytime, anywhere;

5 Get the latest special offers and special information for members;

6 apps booking to get more points;

The promotion method of mobile phone apps in store

Dossm-apps is a direct bridge between hotels and regulars. Therefore, in the promotion of apps, in addition to the electronic shopping malls, the hotel is more important to the guests have been to develop into apps customers. The hotel can take the following methods including:

1 First-line service staff on site promotion: Front desk, catering, concierge and other front-line service personnel can be at the Service site to inform guests to use the benefits of Dossm-apps, and to assist guests to download; Hotels can also encourage staff to recommend to friends and family. For this promotion, if the hotel can develop an employee incentive scheme, recommend how many people register as a member of how many rewards, so the effect is better;

2 in the hotel internal public occasions, the hotel needs to apps two-dimensional code and download the address in a clear location, and encourage customers to download use;

3 for apps users, set up a number of special service concessions, and indicated that only through the apps can be booked to enjoy.

4 organize some activities, such as the peak check-in and check-out at the front of customers, to organize some incentive activities to encourage customers to download on the spot;

5) Mail Promotion: Mail is a very good promotional tool, especially more and more users through the mobile phone to receive mail after the value of mail marketing is more important;

6 SNS Promotion: Micro Bo, micro-letter, QQ, forum, post bar, blog, etc. can promote apps.

The method of popularizing Dossm-apps in two-dimensional code

The two-dimensional code is the apps download address into a two-dimensional code, the two-dimensional code to spread out. The customer can download the apps by taking the two-dimensional code, which simplifies the apps download step effectively.

1 Hotel official microblogging promotion: in the hotel official micro-blog post application address two-dimensional code picture, annotated download mode (with two-dimensional code recognition software such as fast shooting two-dimensional code, such as scanning can be downloaded), and encourage customers to download registration immediately enjoy hotel concessions;

2 Hotel official Website promotion: In the hotel official website puts the application address the two-dimensional code picture, indicated the downloading method (uses two-dimensional code recognition software such as fast to take the two-dimensional code and so on the scan to be able to download), and encourages the customer to download the registration to enjoy the hotel discount immediately;

3) e-mail promotion: In the e-mail signature with the application of the address of the two-dimensional code picture, can also be a mass mailing to customers to inform customers through the two-dimensional code of the way to download hotel apps;

4 hotel Business Card promotion: The hotel card behind the printing of an app two-dimensional code, scanning two-dimensional code can be applied;

1 Hotel promotional materials promotion: In the hotel's promotional brochures, gift bags, envelopes are printed apps application address two-dimensional code picture, and indicate the use of benefits;

2 Hotel Interior Poster: In the hotel elevator, the lobby and other public places of business, can be put on two-dimensional code pictures for publicity.

The method of popularizing apps through the hotel Weibo

Since Weibo has become a part of many people's lives, the hotel needs to be good at apps promotion through Weibo. Provide apps's introduction and download address on Weibo. Through @, or through letters, hotel staff are encouraged to recommend their microblog.

On Weibo, you can do some activities around apps, such as downloading and installing apps, commenting, and a few friends, you can get a gift, or forward the app Weibo, while the two forwarding rates generated by forwarding that tweet reach a certain level to get prizes and so on.

Dossm-apps is the hotel's new marketing tool, is the hotel in the mobile internet age standard, is the hotel and the end Customer direct interaction tool and the relationship bridge, is the hotel and the customer one-to-one dialogue channel. The hotel's customer base is also the main smartphone user, through Dossm-apps to understand the hotel service products and activities of information, inquiries, booking, payment and access to various value-added services important channels. Dossm-apps makes the hotel's customers feel in the use of the hotel to provide a certain value, such as pleasure, convenience, concessions, fun, at the same time the hotel can also achieve sales, customer interaction maintenance, brand image deepening, information to inform the purpose.

Note: At present the hotel industry only by it enterprise development of the exclusive Hotel smartphone client is the Dossm-apps mobile phone client, it is the hotel and customer interaction, communication, dissemination of effective tools, whether it is to enhance the hotel brand image, or to provide more value-added services, or to facilitate direct customer booking, DOSSM Mobile clients can host the service and marketing needs of the hotel industry in the online marketing era, DOSSM Mobile client is the hotel's "mobile Membership card", "Mobile Direct marketing Platform", "Mobile customer service Manager", which helps to enhance customer loyalty and hotel revenue.