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

1. IHG Mobile Marketing Case Study
Joe Barry, Interactive Marketing Manager
How Mobile Unlocks Long Term Customer Value
Sanarr McLaughlin, Interactive Marketing Manager
Presented by

2. IHG Mobile Marketing Case Study
How We Got Here
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

3. IHG Mobile Marketing Case Study
Our Approach to Mobile
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

4. IHG Mobile Marketing Case Study
Tactical Activities
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

5. IHG Mobile Marketing Case Study
Tactical Activities
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

6. IHG Mobile Marketing Case Study
The Foundation
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

7. IHG Mobile Marketing Case Study
Tactical Activities
Social Media (participating in the social conversation)
Tablet App (interactive experiences)
Wifi Sponsorships (airport geo- fencing)
Awareness
How Mobile Unlocks Long Term Customer Value

8. IHG Mobile Marketing Case Study
Tactical Activities
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

9. IHG Mobile Marketing Case Study
Tactical Activities
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

10. IHG Mobile Marketing Case Study
Tactical Activities
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

11. IHG Mobile Marketing Case Study
Tactical Activities
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

12. IHG Mobile Marketing Case Study
In Summary
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