A Case for Mobile Display Marketing in the Hospitality Industry

By Lucas Cobb VP, Integrated Planning, MMGY Global | January 06, 2013

It's been said enough that "mobile" is a ripe landscape for travel marketers.

Statistics abound detailing who, what, why, where, when, and how consumers are leveraging devices to plan, buy, experience, and share their travels.

I don't think we need to revisit those statistics now, but what we do need to explore is how these new interfaces and resulting behaviors are opening up a new channel for digital marketing. This channel is a twist on traditional digital marketing (if such a statement can be made), which leverages the constructs of mobile websites and device-native applications for the delivery of targeted display advertising.

Definition: eMarketer defines mobile display advertising as banners, rich media and video ads on WAP sites, mobile HTML sites, and embedded in-application/in-game advertising. These placements are viewed via smartphone or tablet devices.

Our mission today will be to explore the mobile advertising landscape and the resulting opportunities that exist for hospitality marketers, as well as to offer up some best practices collected from our experiences at MMGY Global.

Mobile Marketing Landscape

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.