marriott international, inc. digital strategy
DESCRIPTION
Final Presentation for ADV420TRANSCRIPT
![Page 1: Marriott International, Inc. Digital Strategy](https://reader035.vdocument.in/reader035/viewer/2022081413/547eb59fb37959652b8b5506/html5/thumbnails/1.jpg)
Digital StrategyBy: Margaret Ortlieb
International, Inc.
![Page 2: Marriott International, Inc. Digital Strategy](https://reader035.vdocument.in/reader035/viewer/2022081413/547eb59fb37959652b8b5506/html5/thumbnails/2.jpg)
About•20 brands
•locations around the world
•more than 3,800 properties across 74 countries
•budget to high class hotels
![Page 3: Marriott International, Inc. Digital Strategy](https://reader035.vdocument.in/reader035/viewer/2022081413/547eb59fb37959652b8b5506/html5/thumbnails/3.jpg)
![Page 4: Marriott International, Inc. Digital Strategy](https://reader035.vdocument.in/reader035/viewer/2022081413/547eb59fb37959652b8b5506/html5/thumbnails/4.jpg)
Goal
•To create a digital strategy to increase enrollment and use of Marriott’s rewards program.
![Page 5: Marriott International, Inc. Digital Strategy](https://reader035.vdocument.in/reader035/viewer/2022081413/547eb59fb37959652b8b5506/html5/thumbnails/5.jpg)
Target Audience•middle to upper-class
•ages 21+
•people who travel for leisure or business
•singles, couples, families
![Page 6: Marriott International, Inc. Digital Strategy](https://reader035.vdocument.in/reader035/viewer/2022081413/547eb59fb37959652b8b5506/html5/thumbnails/6.jpg)
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.
![Page 7: Marriott International, Inc. Digital Strategy](https://reader035.vdocument.in/reader035/viewer/2022081413/547eb59fb37959652b8b5506/html5/thumbnails/7.jpg)
Big Idea
•Get as many people signed up for Marriott Rewards as possible.
•Marriott Rewards increases customer loyalty.
•increased customer loyalty = increased profits
![Page 8: Marriott International, Inc. Digital Strategy](https://reader035.vdocument.in/reader035/viewer/2022081413/547eb59fb37959652b8b5506/html5/thumbnails/8.jpg)
Tools and Tactics
•Marriott Rewards Facebook page
•Google AdWords
![Page 9: Marriott International, Inc. Digital Strategy](https://reader035.vdocument.in/reader035/viewer/2022081413/547eb59fb37959652b8b5506/html5/thumbnails/9.jpg)
Mobile Strategy•Marriott Rewards app
•members can check their reward balance, book rooms and get information specifically targeted toward them
![Page 10: Marriott International, Inc. Digital Strategy](https://reader035.vdocument.in/reader035/viewer/2022081413/547eb59fb37959652b8b5506/html5/thumbnails/10.jpg)
Budget•$1,000/day total
•strategy, planning, building, implementation and management
•$100/day Google AdWords
•Facebook and Pinterest are free to use