Category Archives: Mobile Marketing

  • Responsive Website Design
    New Responsive Website for Oceana Hotels

    Lorna McNamara, Marketing Director

    In1  provides a full service solution to the Oceana Hotel group who represent four hotels in Bournemouth and one in Evian in France. Our services include responsive website design, our dynamic booking engine solutions, including our responsive group engine, and online marketing services that include SEO, PPC and social media marketing.

    To view their group site, click on – Oceana Hotels.

    Friday, August 28, 2015

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  • Digital Trends
    Digital Trends for 2015

    Lorna McNamara, Marketing Director

    Read our latest review of some of the key trends that will play a role in online marketing and digital solutions during 2015.  Online Marketing and Digital trends

    They include Mobile, Content Marketing, Cross Channel Marketing and Personalisation and provide an insight into the roles each will play in developing strong marketing strategies that will deliver strong results and improve online conversion levels. Read More

     

    Thursday, February 12, 2015

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  • Responsive Gift Voucher Engine
    Responsive Voucher Engine

    Lorna McNamara, Marketing Director

    Online Gift Vouchers are a popular gift choice throughout the year, though particularly so in the run-up to Christmas. Over the years In1 Solutions have enhanced their Gift Voucher engine to enable product vouchers to be divided into categories, such as Spa or Dining. Hoteliers can also link to one voucher item, rather than linking to a long selection of items in a generic voucher list, such as on the Shelbourne Voucher website, there is also fully editable text on monetary vouchers and editable terms and conditions, making the voucher engine fully dynamic and more productive.  The dynamic enhancements for the voucher engine has also included the ability to run discounted campaigns on a selection or all vouchers.

    A more recent enhancement has been the creation of a responsive voucher engine that works just as well on a mobile device as on a desktop.( View an example of a responsive voucher engine on your mobile). The enhanced functionality and updated display for the voucher engine has seen an increase in revenue generated through the voucher engine and when supported with a dedicated PPC campaign, can deliver bookings throughout the year.

     

    Tuesday, December 9, 2014

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  • Some Thoughts on Mobile

    Lorna McNamara, Marketing Director

    There is no denying that the percentage of visits and bookings to hotels from mobile devices continues to grow and as relevance increases. In turn, so does the discussion on what constitutes best practice for mobile marketing. In1 Solutions has been providing both mobile websites and mobile booking engines to hotels for a number of years. We have included some of our findings below, together with some industry tips:

    • Minimal Mobile Design – Keep the colour schemes simple and the mobiles sites uncluttered. You can read more on minimal mobile design on the Econsultancy blog and read about how keeping it simple can often work best within the restricted space of a mobile environment.
    • When to be Responsive – Decide when a responsive solution is best for your property, and when to default to a mobile designed site for mobile devices. We have found that in some cases, defaulting to a mobile device can work best when the market is looking for a quick and easy way to book accommodation online, rather than looking to browse through multiple pages concerning various products and services on offer at a hotel. However, when promoting weddings or destination spas, it can be more suitable to provide the full website in a responsive format for mobile devices. An example of this is our responsive site for the Shelbourne Dublin wedding site.
    • Keep it Fresh – When offering a dedicated mobile website as opposed to a responsive site, it is just as important to keep the content relevant and interesting. Updating the information and offers on a regular basis will ensure that your mobile site delivers.
    • Mobile PPC – When devising your Pay Per Click campaign you need to ensure that you research your market and understand their online habits, with regard to the various devices they use – and which they are most likely to make online purchases on. You then need to ensure you have the right allocation of your monthly budget to mobile devices, keeping a close eye on the conversion rate, geo-targeting and particular objectives for each campaign.

    All companies who offer their product for sale online are operating in the mobile marketplace. Mobile acts as another device option for viewing or purchasing online, so should always be considered as a part of a success integrated online marketing strategy. That being said, there are two key elements that warrant paying particular attention to the mobile element of your strategy – size and data. With a well designed responsive website, there is no real difference between viewing a hotel site on a desktop, laptop or tablet. In general they are viewed using an internet connection. A responsive site can help to alleviate the issue of viewing a website on a smartphone. If the user is viewing without a WiFi connection, then the size of the content on a site can be an issue. Fully understanding your market and their online preferences, thus adapting your mobile strategy to best meet their expectations will ensure that you have an effective mobile strategy that delivers.

    Tuesday, February 25, 2014

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  • Working with Google Adwords Enhanced Campaigns

    Emma Ratcliffe, PPC Client Manager

    As of July 22nd 2013, Google have been working to upgrade all current Google Adwords campaigns to the new Enhanced Campaigns platform. In preparation for the change, existing Adwords users were given the option to upgrade to Enhanced Campaigns some weeks before the launch date, to familiarise themselves with the new functionality – and over the coming weeks, everyone with an Adwords account will be working with the latest campaign adjustments.

    The mandatory change will provide advertisers with a number of new ‘enhanced’ features as the name suggests, but advertisers should be wary of Google’s latest offering which is really about enhancing Google’s falling mobile PPC (Pay Per Click) revenue in recent months. All advertisements are now promoted by default across all channels; which means that multiple campaigns need to be set up for each device type to allow more control on your desired spend for mobile. This means that more time and more money can be spent on managing campaigns and without any real “enhancement” to the overall campaign. There are some positives, such as more precise targeting across campaigns, in particular demographic and also improved tracking. However, now more than ever Adword campaigns need to be effectively managed to ensure that they are working to defend your brand effectively online and grow online revenue.

    In1 Solutions has expert experience in the management of Adwords campaigns across Ireland and internationally. To ensure you’re getting the most out of your PPC campaign, contact us today to discuss how we can increase your traffic and promote your brand.

     

    Thursday, August 15, 2013

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  • Facebook Home & How It Will Affect Hotels

    Lorna McNamara, Marketing Director

    The Facebook Home option allows users to replace their mobile screen with a Cover Feed from Facebook, with up-dates, photos and status up-dates from friends. Depending on the up-take of this option it means that hoteliers will have to ensure that they factor in a Facebook strategy as part of their mobile strategy and ensure that both elements work to increase conversions. Once Facebook have integrated other recent developments such as, Local Search and Graph Search with Facebook Home, then traditional review sites may be replaced by Graph Search, with friends influencing search decisions on a more local and personalised level. Whenever these elements are integrated and if Facebook Home is adapted by a large number of mobile users, then management of hotel reviews online will take on a more individual relevance, with each persons individual perception or views on a hotel influencing a potentially wide network of friends.Requiring hoteliers to adapt their online reputation management strategy. Read more about this topic at Revinate.

    Thursday, May 30, 2013

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  • To Be or not to Be Responsive?

    Lorna McNamara, Marketing Director

    The latest buzz in Website design has been Responsive sites and how they will enable companies to ensure that their sites display optimally regardless of the device or browser being used, without the hassle and cost of maintaining and up-dating different websites for different devices. In1 Solutions are already providing Responsive Websites for a number of clients.

    With the dramatic growth in the use of tablet and mobile devices, a solution needed to be found that ensured that websites were being effectively managed and marketed for all devices. In essence it is the automatic resizing and re-arranging of the layout of the site to ensure that the page is readable on all sizes and shapes of devices using a form of CSS.

    Because the website needs to be in essence “elastic” there can be limitations on the content and the size and placing of particular elements so that they can adapt to a mobile view from a 1024 x 768 typical desktop layout. Key elements, for example a Search Box, should be placed in particular locations and should not be too large to ensure that they appear in a prominent position and fully readable on the smallest mobile version. There can also be some limitations on various promotional plugins, however, this technology is being up-dated and adapted at a rapid rate and the pros outweigh the cons as an solutions for website design in a multi-device environment.

    Friday, April 19, 2013

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  • Google Adwords Enhanced Campaigns

    Lorna McNamara, Marketing Director

    Recently Google announced changes to their Adwords product with Enhanced Campaigns, which allow marketeers to target campaigns by multi-device and context. The more cynically minded may query if this enhancement is in order to drive more spend in PPC budgets towards mobile devices, as you can no longer separate out your mobile PPC strategy. However, in essence the main additions include:

     1. The ability to refine campaigns according to device, location, time of day  – you will be able to target bids according to a greater number of parameters, providing greater control and more targeted campaigns. However, there are also downsides to these changes, for example you can no longer target specific devices or exclude mobile for the main campaign by running it as many did in a separate campaign. So for certain product offering which excluded mobile as the conversion rates were too low on these devices, they will now automatically included in the campaign and without careful management may have an overall negative impact on the campaign performance.

    2. Improved ads – such a sitelinks, differing ad text or extensions – i.e. appropriate extensions depending on the devices such as Call for mobile and website page link for desktop.

    3. Improved measurement of campaigns – ability to classify different interactions as conversions and also device, keyword and location based information in Analytics.

    The Enhanced Campaigns are being rolled out in a phased manner, however, PPC managers will need to ensure that they are up-to -date on the new additions to ensure effective campaigns going forward.Only time will tell how these changes impact on campaigns, but with mobile internet use growing dramatically, while PPC advertising as of yet not working as well on these devices, it will ultimately depend on whether the end-user sees a use for the ads and uses them for their mobile purchasing!

    Thursday, February 7, 2013

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  • Mobile is the Future

    IABI announced recently that by the end of 2012 around 75% of Irish people will have a Smart Phone! Which is a large proportion of any companies target market, highlighting the need to ensure you have a mobile platform and strategy for your property.

    According to a research report from Cowen and Company, Google earned $2.5 Billion in
    mobile revenue in 2011 and mobile websites will soon account for 25% of all paid clicks. The fast pace of adoption of this smart technology and the implication to the world of search marketing, means that all companies need to have included mobile as part of the overall marketing campaign.

    Friday, April 27, 2012

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