eyefortravel.com - Travel Distribution News, Events and Analysis: "Frank Zehle, regional vice president, Brand Marketing Continental Europe, Marriott, who joined the company earlier this year, says the new marketing team for Europe has reviewed a number of marketing strategies, especially addressing the business travellers and leisure travellers.
How has Marriott Hotels integrated its offline and online media for its marketing initiatives?
All of our offline campaigns relate to one of our sites, we also have used other partner websites, Search Engine Marketing and Content integration to create brand awareness and bookings. Our content of the Marriott Rewards communication is all reflected online, and we increasingly use targeted e-mail marketing to communicate with our clients.
Online marketing and integration: How can Marriott Hotels' results help you evaluate your offline brand and promotional campaigns?
In terms of research, we are now using online research tools to evaluate our brand strength and our advertising campaigns in key markets. Research has become much faster and cheaper. We can track media preferences and what the clients like and dislike with us and the competition. Promotional campaigns are easy to evaluate, all campaigns now have landing pages on our websites, tracking codes, etc.
We have a very sophisticated tracking tool, which also visualizes where our clients enter into the 'virtual' environment (whether from adverts, banners, e-mail marketing, etc.) and how they navigate. Brand awareness and perception do not change overnight, the swings are much slower and a variety of issues influence this. So here it is much more difficult to attribute certain activities to certain results."
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