According to a recent study conducted by AdAge, local digital advertising budgets are getting bigger – but with only one-third of marketers confident in their ability to successfully integrate all the necessary elements into those campaigns, we headed to Cannes to shed some light on the subject over brunch!
VP Client Strategy, Nasser Sahlool, joined panellists Geraldine Calpin, CMO, Hilton Worldwide; Susan Canavari, Chief Brand Officer, JPMorgan Chase; and Monika Schulze, Global Head of Marketing, Zurich Insurance. The panel was moderated by E.J. Schultz, Chicago Bureau Chief, Advertising Age.
Calpin provided insight into how Hilton is using mobile to enhance the hotel experience. “Guests don’t want to check in – guests want an experience,” she said. She explained how Hilton is simplifying transactions for customers, with mobile check-in and check-out, and serving local knowledge such as the best bars and restaurants in the area, where to shop and what to see. This makes the guest experience more personalised and very local. She says the next step in Hilton’s plans to enhance the customer experience through mobile that would allow for “smart home” technology to be offered in their hotel room.
Other key insights from the session included:
- Monitoring social media and using third-party vendor information to ensure location accuracy for customers is essential at the local level to deliver a positive experience – from the right address to the correct holiday hours and more!
- Investing in mobile will continue to be a focus for top marketers in order to retain and attract new customers and offer a positive experience, however, there still must be a face to face live interaction with staff at the physical location (hotel/bank).
- Privacy still matters to customers. Brands need to be conscious of not over-serving information to customers as it will create a negative association with the brand.