marriott international, inc digital marketing strategy
Post on 25-May-2015
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Jessica Cushing
MARRIOTT INTERNATIONAL, INC.
• Direct Competitors-Marriott has companies that are the same as them
• Highly Competitive- all offer the same product in similar locations
• Need to Differentiate- have to offer the customer something they
don’t get from your competitors
• Customer Service is key
THE INDUSTRY
• Business Travelers• Leisure Travelers• Conventions• Weddings
THE CONSUMER
Budget : $3 million
DIGITAL MARKETING STRATEGY
• Social Media• Internet • Mobile
OUTLETS
• Facebook• Twitter• Blog
SOCIAL MEDIA
• Google-S.E.M
• Wedding Websites-banner ads-focused on honeymoons and location for weddings
• Travel Websites - Feature Vacation Club and Marriott Resorts
• Social Event Websites- Run adds on upcoming major social gatherings that
could utilize several to all levels of Marriott hotels in the location of the event.
INTERNET MARKETING
• Partner with Foursquare• Promote the present free mobile
app• Develop and integrate a paid mobile
app• Make mobile app users a user
profile
MOBILE
• Jan.-Feb. $750,000- New Years, Valentine, Superbowl, spring break trips
• March-April $250,000-NHL playoffs
- weddings
• May-June $750,000- Summer vacation -NHL playoffs- Weddings
• July-Aug. $250,000-summer vacation
-resorts
• Sept.-Oct. $250,000-labor door
• Nov.-Dec. $750,000- holidays
-resorts
AD TARGET TIMELINE
• 20% increase in direct online reservations
• 15% increase in Marriott Vacation Club memberships
• 50% increase in download of the free mobile app
• 10,000 more Facebook likes• 3,000 more Twitter followers
MEASURING SUCCESS
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