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Mobile Impacting Email Journey Mapping, Providing More Context

Mobile is having a fundamental impact on the way email marketers think about targeting their consumers in a way they couldn’t have done before with desktop, according to Kevin Hickey, director of global direct marketing at InterContinental Hotels Group.

Speaking on the “Journey Mapping” panel at the Email Marketing Insider Summit in Park City, UT, Hickey said the hotel chain’s analytics teams get very different insights when engaging with customers via their mobile journey.

He described the mobile as a “new lens on the consumer [that] is context,” and gave an example that even though InterContinental Hotels might have a database indicating a consumer likes to travel to Florida in the spring, the hotel chain might target them differently if they’re on their mobile device searching for ski destinations.

That’s really what mobile is providing us,” he said.
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