3. Eldorado hotel’s mobile marketing The Eldorado Hotel & Casino is effectively using mobile alongside its email marketing campaigns for a more integrated approach to digital marketing. It has been targeting its guests via SMS, giving them instant special offers from its hot spots such as restaurants and night clubs. The hotel has a pretty substantial email list and therefore provides the mobile call-to-action within email campaigns to get consumers to join the mobile club by texting keywords ELDORADO or LEGACY to short code 71266. Once customers text-in, marketers are pretty aggressive with theirs offers and as a result they have seen immediate booking and revenue from the SMS initiative so it is working out quite well.
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5. Which one do you think is 'smarter’, why ? For my point of view, I will say that Orange mobile marketing is smarter than Eldorado hotel because Orange Shots extensively with its own content and great brands including 4Music, Ubisoft, COI and Snickers who have already trialed the service and found it to provide a higher conversion rate than any other media, offering response rates of between 21-39%. Orange’s priority is customer and brand satisfaction and as such the audience roll out program will be considered and measured.
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