Marriott’s Mobile Strategy Rings up $1.7 Billion Bookings Annually
Marketers are working hard to figure out mobile marketing, in particular mobile apps. They’re testing, tweaking, reworking, trashing and starting all over. Mobile marketing is on the fast track as 95% of Americans now own a cellphone of some kind with 77% owning smartphones. Even more critical for marketers, last year, 78% of respondents to a Mobile Ecosystem Forum survey said they made a purchase on their device.
One brand that seems to have figured out mobile apps is Marriott International.
For Marriott, mobile devices account for a striking 60% of its traffic and its Marriott Mobile App has opened doors to its hotels around the globe. Not only can users book rooms on their handhelds, they can also check in before they arrive, get an alert when their room is ready, order room service and other functions. Customers like the ease and convenience of the Marriott mobile app. For the brand, the app lets it connect with its customers on a more personal level, not just during a stay, but before and after as well to improve the customer experience and build loyalty.
Research indicates that consumers are turning away from surfing the web on their phones in favor of mobile apps. Some 90% of their time is now spent on apps, compared to a mobile website. Marketers have been exploring various methods to engage and re-engage their app users. Among these, push notifications have proven to be the most powerful, owing to their ability to reach users and their (now) non-intrusive nature as compared with other channels.
Following rounds of extensive customer research, the latest version of the Marriott App hit the App Store last week. It is layered with high-tech features, a more modern look and feel, original content and improvements to existing functions.
George Corbin, senior vice president, digital, for Marriott International, chats with Adexchanger about its digital strategy and how mobile apps have enhanced the customer experience. He shares how the team uses behavioral data and other data points to personalize the mobile experience and what the team has learned to keep its mobile users coming back for more. Read the article …
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