An Example of Integrated Communications.

There are a number of companies that have successfully integrated multiple channels to successfully advertise themselves and further their brand. Nike is a common example of a multinational company that utilizes market research and multiple communications channels to retain their dominance within the industry. Zappos is an online based company that is often touted as an example of excellence. However I would like to focus on another company, Marriott.

Marriott and Integrated Communications.

There are a number of other large hotel chains that offer similar amenities and services and everybody has a personal favorite. I may be slightly preferential because I own a Marriott rewards card but through my travels and research I believe that Marriott has done an outstanding job in reaching its target audience and building its brand. Marriott utilizes multiple media channels as well as tries to connect with the travel at every possible touch point. The hotel chain understands that is serves two major groups of consumers, the business travel and the leisure traveler. Through its advertising both of these consumer bases are seamlessly targeted. Also Marriott is one of the few companies that I follow on Facebook and Twitter.

Mariott and Social Media

Mariott utilizes all the standard social media platforms such as Facebook and Twitter actively. The platforms maintain a good mix of self-promotion and targeted content for their consumer. Marriott’s social media platforms don’t just advertise the softness of their pillows but attempt to contribute to their customer’s trips. This can be anything from airport tips that they post to suggesting apps about bike travel routes in Amsterdam. The posts feature events, travel locations, festivals, and interesting articles about all the places that Marriott has a hotel. The social media platforms will also at times feature pictures and posts by customers or employees. 

The advertisements of traditional media channels are synchronized with Marriott’s online advertisements and campaigns, and vice versa. The latest example is the push to advertise Marriott’s mobile application and its many benefits.  The app allows the user to check in early, check out, reserve rooms and synch to their membership accounts. All these benefits and more were advertised acrosstraditional channels such as print, TV, and social media such as Facebook andTwitter.

Marriott also utilizes e-mail and maintains several blogs. Each blog is unique, there is one that is dedicated to food, or another one ran by the CEO of Marriott Arne Sorenson. The e-mails to subscribers follow the mantra of the social media platforms and rarely advertise Marriott or any of their features. Instead the blogs focus on topics such as travel destinations, food, advice, or personal stories from the companies employees. The e-mail advertising is a mix of deals, articles, and promotions.

Just like any other major chain Marriott has a number of customer loyalty programs such as credit cards, frequent customer rewards, and special deals for returning customers. Although these in themselves are not unique they are advertised throughout the other channels that Marriott uses.

The Bad

Nobody is perfect. There are a few issues that Marriott has. The Facebook and Twitter accounts are well managed but the same cant be said for some other platforms. Marriott’s Pinterest page has a few pins but overall is desolate of action or followers. The pins are focused on thing that leisure travelers may be interested in but the platform is barely advertised. The Instagram page fares slightly better, but not by much.

You would expect that such a large company would be able to actively engage in every large social media platform.

In Conclusion

Overall Marriott does an excellent job in integrating theonline and standard marketing channels. The TV advertisements, social media platforms, and direct outreach to customers focus on specific communications goals that Marriott has set. Marriott’s integrated communications has allowed it to sustain and marginally increase their stock price through an economic downturn. At least they were not bought like Hilton was.