Marriott seeks mobile contextual moments that matter
A Marriott International executive at the Mobile Shopping Summit 2014 said that figuring out what are the right contextual moments on mobile to engage with customers is a big lesson that needs to learned.
During the panel discussion, "From First Click To Last Click- Overcoming The Disconnect Between Discovery And Purchase," executives from Marriott, Staples, Swrve and ZineOne touched on how to drive ongoing engagement with mobile users. For Marriott, which has 18 different brands around the world, mobile is one of the top three company wide initiatives.
"How do you put in a backlog of a number of different relevant offers and present them at the right time,"said Susan Preski, director mobile products, Marriott International, Bethesda, MD. “Figuring out those contextual moments is the big lesson we have to learn.
"For someone arriving in Baltimore, where there are seven different Marriott brands, you don’t want to keep pinging them," she said. "Gathering that information so it is a relevant message is key."