Most of the hotel marketers are looking to drive app installs, which of course once downloaded on the smartphones, rarely get opened up.
La Quinta Inns & Suites is pragmatic about digital media, using it largely as a DR vehicle to drive bookings while spending on broadcast for reach and branding. Mobile strategy to drive [app] installs largely reflects that above-the-line / below-the-line thinking.
Interview with Ted Schweitzer, SVP marketing and e-commerce at La Quinta, about mobile and the marketing mix.
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