News for the Hospitality Executive
9, 2007 - Digital marketing & technology firm Screen Pilot announced
today that it is to provide mobile marketing and mobile CRM solutions for
the hospitality industry, enabling hotels and resorts to engage with over
95% of the US population aged between 18 and 65.
By expanding its professional marketing services to mobile phones, Screen Pilot will offer the ability for travel marketers to execute experiential marketing that can reach consumers both online and offline by integrating mobile marketing technology for when they’re on the move.
“Mobile is a compelling opportunity for hotel brands to capture same-day or last minute bookings, but it is also an extremely powerful customer relationship tool that enables all market segments to use,” said Tom Dibble, CEO of the Screen Pilot Group. “We’re providing the framework and tools to generate new streams of revenue, improve customer experiences and deliver key competitive differentiators to all market segments in the US and soon Europe.”
Screen Pilot is also pioneering the way in which hotel brands can connect and interact with consumers on the move. They’re providing a mobile destination for their clients to enable them to engage with guests and prospects using a feature rich, XHTML compliant, mobile web site that is mobile SEO friendly and has Click-to-Call functionality to provide tangible performance indicators.
“The hospitality industry is about the delivery of an experience. This doesn’t always mean human,” says Dibble. “Our solution is not only an acquisition channel for some brands but a CRM solution for all, geared towards making sure the guest knows their chosen brand cares about them before, during and after their stay.”
Mobile marketing and advertising is experiencing steady growth and success in the US. The recently launched Sprint Mobile Media Network is enjoying click through rates of between 3% and 5% on-deck and other media networks are reporting similar successes. With high penetration levels of cell phones that enjoy fast data speeds, have high-res color screens, internet browsers and are SMS capable, the notion of mobile marketing for the hospitality industry is highly compelling.
Dibble, a mobile media veteran from the 90’s where he created one of the very first mobile advertising platforms in Europe, says “the marketing opportunity for brands during Mobile 1.0 was green screens, pixilated graphics and data speeds of up to 14k. We’re worlds beyond those days now and that’s why travel marketers from brands such as Hilton’s Embassy Suites and Choice Hotels International are already experimenting in mobile marketing today.”
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