marriott international, inc. digital strategy

Digital StrategyBy: Margaret Ortlieb

International, Inc.

About•20 brands

•locations around the world

•more than 3,800 properties across 74 countries

•budget to high class hotels

Goal

•To create a digital strategy to increase enrollment and use of Marriott’s rewards program.

Target Audience•middle to upper-class

•ages 21+

•people who travel for leisure or business

•singles, couples, families

Key Performance Indicators

•number of people who signed up for Marriott Rewards after digital campaign was launched

•number of Facebook likes, clicks on Google AdWords Ads, Pinterest contest participation, etc.

Big Idea

•Get as many people signed up for Marriott Rewards as possible.

•Marriott Rewards increases customer loyalty.

•increased customer loyalty = increased profits

Tools and Tactics

•Marriott Rewards Facebook page

•Google AdWords

•Pinterest

Mobile Strategy•Marriott Rewards app

•members can check their reward balance, book rooms and get information specifically targeted toward them

Budget•$1,000/day total

•strategy, planning, building, implementation and management

•$100/day Google AdWords

•Facebook and Pinterest are free to use