Marriott Generated More Than $1.25 Million in Revenue Through Mobile Web Bookings
Marriott International Inc. claims more than $1.25 million in gross revenue in the first 100 days since the hotel chain introduced direct mobile Web bookings. Ease of making reservations on mobile as well as the snow and ice storms nationwide upsetting air travel plans are said to have helped spur the use of Marriott Mobile. The Marriott mobile Web site at http://marriott.com has been up and running for three years. But it was not capable of letting consumers reserve, cancel rooms and check their Marriott Rewards account balance on mobile. In fact, that site required mobile consumers to call the hotel or reservations center to complete the booking. Consumer expectations of being able to do more than just access information on mobile changed that.

The Marriott Mobile site can let users of the site find and book a hotel room, view their existing reservation and cancel their booking. The site can be viewed on all Web-enabled mobile phones. Marriott Mobile plays a key role in the company’s growth plans.

Marriott claims that nearly one in three hotel bookings made over the first 100 days were for reservations that same day. Marriott Mobile is not just useful for researching properties, making reservations and directions from airport to hotel. The site plays a key role in customer relationship marketing.
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Why Retailers Need to Go Mobile
Mobile Marketer

Internet-browsing consumers are changing locations and are now constantly on the go. This group is not restricted to the young demographic, but includes their parents, traveling work force and the Internet-driven consumer.

To ensure that mobile customers can order food, refill prescriptions, track a package, make a reservation, locate your nearest branded store, or use a “green” coupon, retailers need to provide a Web site optimized for the mobile customers.

A retailer’s mobile site should provide the functionality that is used by 80 percent of its current online users. This would allow your mobile users the most popular features and benefits of your site. Turn the browsers into buyers by creating a mobile site for the brand.
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Nestle Mobile Campaign Raises Awareness for Arrowhead Water
Mobile Marketer

Nestlé’s Arrowhead water used a mobile sweepstakes to build awareness around its association with Universal Studios’ The Mummy and to build a database of consumers to remarket to. Nestlé tapped mobile marketing firm HipCricket to power the campaign. Signs at convenience stores nationwide asked consumers to text to enter the sweepstakes to win an action packed day at Universal Studios Hollywood, CA and an ARCO gas card.

HipCricket did a post campaign survey, polling the people who opted in for future marketing messages. The survey found that 44 percent of the opted in consumers will consider buying Arrowhead products after seeing and participating in the promotion. Also, 25 percent felt more favorable about the brand after seeing the promotion. Lastly, 38 percent have already bought Arrowhead

products because of the promotion. The campaign also had a very high level of awareness, as 80 percent remembered participating after the fact.
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HP and Goldfish Bring Computer and Music Lovers Together with Mobile Advertising (Nokia)
Mobile Marketing Association

The challenge – Increase Compaq laptop sales and promote free Wi-Fi music receiver deal HP-Compaq is the No. 1 notebook in the world and in India, with more than 700 service points across the country. The brand and its agency, Goldfish Information Technologies, worked with Nokia Interactive Advertising to urge young music-loving consumers to “Enjoy Music the Wireless Way” with a special offer for a free Wi-Fi music receiver with purchase of a laptop. HP-Compaq turned to Nokia to create brand and product awareness.

Banner ads pointing to a mobile website that facilitated lead generation Nokia and Goldfish Information Technologies worked to catch the attention of young consumers and music lovers in India on their most personal device – the mobile handset. Banner ads were served to consumers in seven telecom regions in India where the brand is present: Mumbai, Delhi, Kolkata, Karnataka, Chennai, Tamil Nadu, and Andhra Pradesh.

The results – 4.34% CTR; almost 6,000 leads The campaign was so successful that HP added a second phase after the first week of the initial run. Running over 19 days, the campaign resulted in 5,920 valid leads and a click-through rate of 4.34 percent.
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