Marriott's switch to "always-on" marketing

Stephen Whiteside

In July 2016, Marriott International unveiled its latest "M Live Studio" – a business unit tasked with generating real-time content and driving social engagement with English, French, German, Italian and Spanish consumers.

Based at the firm's European headquarters in London, this digital-marketing center follows in the footsteps of similar hubs launched in North America, Asia Pacific, and Latin America since 2015. The goal for each of these Live Studios is to initiate one-to-one interactions with members of the local online audience, as well as tracking social conversations, trends, brand reputation and performance levels in real time.