Case Study: "How Mobile Unlocks Long Term Customer Value"

IHG Mobile Marketing Case Study

Joe Barry, Interactive Marketing Manager

How Mobile Unlocks Long Term Customer Value

Sanarr McLaughlin, Interactive Marketing Manager

Presented by

IHG Mobile Marketing Case Study H

ow

We

Go

t H

ere

Mobile marketing is critical to creating a connection with customers

Personalized conversations are more important than ever before

Managing various touch points is a necessity

How Mobile Unlocks Long Term Customer Value

IHG Mobile Marketing Case Study O

ur

Ap

pro

ach

to

Mo

bile

Transition

from

Consideration

to Purchase

Create

Advocates

for the IHG

Family of

Brands Increase

Loyalty and

Long Term

Value

Engage New,

Lapsed and

Current

Consumers

How Mobile Unlocks Long Term Customer Value

IHG Mobile Marketing Case Study Ta

ctic

al A

ctiv

itie

s

Geo-fencing

(airport distress,

road warriors near

property)

Display (look-a-

like, conquesting,

brand affinity)

Behavioral

Targeting (cross

device, audience

mapping)

Display

(predictive and in

marketing)

Retargeting

(mWeb & app)

Customer Data

Integration

(precise but

unintrusive)

App Download

(targeting active

member base)

Anywhere Check

In (push

notifications and

sms)

Member Offers

(via app and sms)

Social Media

(monitoring

reviews,sharing

real time

experiences)

Shareable

Content (mWeb

and app)

Social Media

(participating in

the social

conversation)

Tablet App

(interactive

experiences)

Wifi

Sponsorships

(airport geo-

fencing)

Consideration Conversion Loyalty Advocacy Awareness

Tracking

Measurement

How Mobile Unlocks Long Term Customer Value

IHG Mobile Marketing Case Study Ta

ctic

al A

ctiv

itie

s

Geo-fencing

(airport distress,

road warriors near

property)

Display (look-a-

like, conquesting,

brand affinity)

Behavioral

Targeting (cross

device, audience

mapping)

Display

(predictive and in

marketing)

Retargeting

(mWeb & app)

Customer Data

Integration

(precise but

unintrusive)

App Download

(targeting active

member base)

Anywhere Check

In (push

notifications and

sms)

Member Offers

(via app and sms)

Social Media

(monitoring

reviews,sharing

real time

experiences)

Shareable

Content (mWeb

and app)

Social Media

(participating in

the social

conversation)

Tablet App

(interactive

experiences)

Wifi

Sponsorships

(airport geo-

fencing)

Consideration Conversion Loyalty Advocacy Awareness

Tracking

Measurement

How Mobile Unlocks Long Term Customer Value

IHG Mobile Marketing Case Study Th

e F

ou

nd

ati

on

Tracking

Measurement

• Implement partner pixels

• Connect app activity with internal data

• Vary the attribution methodology

• Determine key mobile metrics upfront

How Mobile Unlocks Long Term Customer Value

IHG Mobile Marketing Case Study Ta

ctic

al A

ctiv

itie

s

Social Media

(participating in

the social

conversation)

Tablet App

(interactive

experiences)

Wifi

Sponsorships

(airport geo-

fencing)

Awareness

How Mobile Unlocks Long Term Customer Value

IHG Mobile Marketing Case Study Ta

ctic

al A

ctiv

itie

s

Social Media

(monitoring

reviews,sharing

real time

experiences)

Shareable

Content (mWeb

and app)

Advocacy

• In app customer reviews

• SMS notifications

• Social Customer Care team

How Mobile Unlocks Long Term Customer Value

IHG Mobile Marketing Case Study Ta

ctic

al A

ctiv

itie

s

Geo-fencing

(airport distress,

road warriors near

property)

Display (look-a-

like, conquesting,

brand affinity)

Behavioral

Targeting (cross

device, audience

mapping)

Consideration

• Higher up the funnel

• Advanced mobile capabilities

• Robust inventory options

• Leverage Predictive technology & audience matching

How Mobile Unlocks Long Term Customer Value

IHG Mobile Marketing Case Study Ta

ctic

al A

ctiv

itie

s

Display

(predictive and in-

market)

Retargeting

(mWeb & app)

Customer Data

Integration

(precise but

unintrusive)

Conversion

• Mid funnel activity

• Measured by revenue and cost efficiency

• Leveraging mobile specific data & targeting

How Mobile Unlocks Long Term Customer Value

IHG Mobile Marketing Case Study Ta

ctic

al A

ctiv

itie

s

App Download

(targeting active

member base)

Anywhere Check

In (push

notifications and

sms)

Member Offers

(via app and sms)

Loyalty

• App use and engagement

• Attract more qualified & active users

• Look beyond the download

How Mobile Unlocks Long Term Customer Value

IHG Mobile Marketing Case Study In

Su

mm

ary

Consideration Conversion Loyalty Advocacy Awareness

Tracking

Measurement

• Engaging with social media in a mobile world

• Mobile display activities

• App download and use

How Mobile Unlocks Long Term Customer Value