A Marriott executive at the MMA Mobile Marketing Leadership Forum explained how the hotel company broke down media silos for a people-first attitude and discovered that 30 percent of attribution was bleeding away by not looking at cross-device numbers.
During the session, Changing the Center of Gravity, the executive detailed how the company eradicated segmented silos and the traditional advertise-at strategy, and instead put the point of view of the consumer in focus to provide more relevant and helpful experiences. As part of this strategy, Marriott is leveraging Facebook and dynamic ads, and is using data to steer its marketing decisions to where the numbers are most effective.
“We are inundated,” said Andy Kauffman, vice president of digital marketing and Marriott.com at Marriott International. “Most of you are on are on your laptop and your phones, you are trying and doing a great job of multitasking because the world is inundating us with emails, Facebook posts, tweets and snapchatting.
“This is having a real effect on consumers but it is a real opportunity for marketers if we put them in the center of things,” he said. “Our head of creative and content studio has a quote I really like, ‘we must stop interrupting what people are interested in, and become what they are interested in.’
“As a marketer, this is a hard transition because you want to believe that what you want to say is what everyone wants to hear. It is a hard realization when you recognize that you do not, that typically rears its head in bad click-through rates and conversion.”
People-first While many experts have been discussing the breakdown of silos, many have yet to actually put these words into action. Marriott has accomplished this and instead of taking a mobile-first approach, is following what it calls a people-first strategy.