Given the hotel chain has 30 brands across multiple markets, all of which are at different levels of maturity, global marketing officer Karin Timpone says the balance between effectiveness and efficiency varies.

Marketers’ focus on efficiency over long-term effectiveness and brand building has been highlighted as a major flaw.

It’s an ongoing debate with many arguing it leads marketers to chase quick and easy wins using metrics like return on investment rather than thinking about the bigger picture and lasting business outcomes.

But while Marriott International’s global marketing officer Karin Timpone is mindful of the debate, she believes the reality is less clear cut. Because while it might make sense for more established brands to focus on effectiveness, for newer propositions, like its recently launched loyalty programme Marriott Bonvoy, efficiency is critical initially.

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