Mandarin Oriental Displays Mobile Marketing Prowess with Award-Winning Application
Entry Details:
Client Information:
- Client Name: Christoph Oberli
- Client Company: Mandarin Oriental
- Address 250 West 57th Street, Suite 1917
- City New York
- State NY
- ZIP/Postal Code 10107
- Country: USA
- Telephone: 212-830-9379
- E-Mail: chriso@mohg.com
Entry Information:
- Name of Entry: Mandarin Oriental Displays Mobile Marketing Prowess with Award-Winning Application
- Name of Product or Service Offered: Mobile Marketing App and Search Campaigns
- Audience: Consumer
- Format: Mobile app
- Mobile app platform: iPhone
- Industry Category: Hotel and Lodging
Audience and goal of advertisement campaign
Successfully executed mobile marketing relies on direct communication with the intended end consumer through targeted strategies. Together with their digital performance agency, iProspect, Mandarin Oriental Hotel Group successfully increased bookings and revenue on their traditional site through intimate knowledge of their customer’s evolving search preferences and then nimbly tweaking strategies to address.
Tablets are the fastest growing segment of mobile marketing but more importantly, Mandarin Oriental’s target demographic is searching and booking hotel rooms on their traditional site more frequently through their iPads then ever before.
While historically focused on both mobile and tablet search marketing for Mandarin Oriental, in 2011, iProspect shifted its strategy to focus primarily on the iPad. Leveraging Mandarin Oriental’s own customer behavioral knowledge, iProspect maintained luxury-focused messaging while implementing strategic budget and bid management. This allowed search funds to be more effectively allocated towards best performing iPad search queries, improving visibility through better iPad positioning and increased traffic. MOHG branded campaigns were still maintained on mobile to ensure top search visibility for brand terms.
Efficiencies were seen immediately after segmenting specific hotels into tablet only campaigns. CTR increased, CPCs decreased and conversion rate increased by 244%, driving more qualified traffic to the site. Further, the account saw a large increase in bookings (45% increase), room nights (55% increase) and revenue (up 61%).
Mandarin Oriental continues to see strong success in the mobile marketplace through innovative thinking and tailoring messaging to address consumer searches across multiple touch points.
Entry Recognition:
In the event that this entry wins an IAC Award, please recognize the following company/individual on the award certificate and the winners database:
- Megan Farley – Account Specialist
- Zia Peterson – Search Marketing Coordinator
- Shan Chu – Senior Client Services Manager
- Cynthia Smith – Client Services Director
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