How Hampton Hotels Creates Connected Moments with Hamptonality

Read the original post published on iCrossing’s Great Finds blog on May 2, 2013.

Sharing your story connects your brand’s ideals with your customers. That’s exactly what Hampton Hotels, part of Hilton Worldwide, did by working with iCrossing to conceive of and roll out the “Hamptonality Moments” campaign. On May 2 at the iCrossing CMO Summit, Judy Christa-Cathey of Hilton Worldwide shared the story behind a video campaign that has generated more than 5 million views and a 90 percent share rate as well as national attention from Mashableand CNN.

The campaign brings to life Hamptonality, a term that refers to going the extra mile for customers at Hampton Hotels. Christa-Cathey explained that Hamptonality was established as part of the employee culture before permeating throughout the experiences each customer has when staying in the hotels.

“I call Hamptonality marketing from the inside out,” she said.

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Big Data Lessons for Brands from Obama’s Chief Scientist Rayid Ghani

Read the original post published on iCrossing’s Great Finds blog on May 2, 2013.

Big data means nothing without action. That’s a key takeaway from a May 2 presentation delivered by Rayid Ghani, chief scientist for the Obama for America campaign, at the iCrossing CMO Summit. Ghani’s discussion focused on lessons that brands can learn from the success of the 2012 campaign to re-elect President Barack Obama. According to Ghani, brands can build strong connections and trust when it matters most by applying data in real time – and acting and reacting in real-time, too.

As Ghani asserted, big data can – and will – touch everyone in all industries and fields. Brands need to dive into data to understand audiences, become comfortable with it, and derive insights to build closer relationships with their audiences. But brands also need to use data to get people to complete an action.

During the Obama for America campaign, Ghani used data to inspire action. The Obama campaign collected data from one-to-one interactions with individuals. Based on this data, the campaign utilized multi-channel marketing, connecting offline and online marketing tactics, to build stronger connections with those individuals in order to improve persuasive interactions — and to encourage people to get out of the house and go vote.

“Embedding analytics into Obama’s campaign was as much a cultural shift for people as it was literal,” he said.

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Making Connected Moments That Matter

Read the original post published on iCrossing’s Great Finds blog on May 2, 2013.

iCrossing’s 2013 CMO Summit, Connectedness: Marketing in the Moment, kicked off with a bang May 2 with a presentation by Adam Lavelle, iCrossing’s chief strategy officer. Lavelle’s presentation, “Marketing Moments That Matter,” asserted that digital marketing is all about creating moments across digital media. He discussed how companies can build connected brands (or close relationships with their audiences) in real-time.

“Digital marketing is all about the moment,” he asserted. He explained that people experience many, many moments throughout a day — and in those moments, marketers need to connect with individuals to ensure that a brand’s customers, prospects, network, and influencers know and trust the brand.

As Lavelle explained, the way in which we access the web has shifted drastically in recent years. In 2013, the number of smartphones and tablets is greater than the number of desktop and laptop computers. Consequently, consumers are connected to their networks 24/7. Brands can – and should – connect with their audiences around the clock, in the places and spaces in which they are most comfortable.

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