Hilton looks to the past to inform its mobile strategy

This report describes how Hilton, the hotel chain, developed a mobile marketing strategy after examining the brand's marketing communications history and assessing the impact of technology on its customer base.

Hilton looks to the past to inform its mobile strategy

Stephen WhitesideWarc

"You can learn a lot from what you once did." As a call to arms for mobile marketers, this idea may not seem to be entirely in keeping with the themes of innovation and technological transformation that usually dominate the discussion. But it is a strategy which has yielded major benefits for Hilton Worldwide, according to Virginia Suliman, the company's vice president for digital design and development.

"I believe that in order to find your brand voice in mobile, you need to exercise rediscovering what your...

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