Analysts project that mobile advertising will surpass $100 billion in 2016 and account for more than 50% of all digital ad expenditures. As a result, mobile spam is on the rise, and effectively engaging customers through mobile is increasingly difficult for B2C companies.
To combat this challenge and improve mobile marketing in hospitality, Zonetail will deploy NetWise Captivate from Smith Micro, a company that provides software to simplify and enhance the mobile experience. Using Smith Micro’s intelligent policy-on-device platform, along with premium voice, video, and content monetization services, they can create new opportunities to engage consumers and capitalize on the growth of connected devices.
Zonetail is a free mobile app and platform custom-branded for hotels that connects guests to the full range of hotel services and businesses in the surrounding neighborhood. To date, Zonetail has signed agreements with more than 200 hotel properties across North America, three offshore hotels, and over 1,800 condominium buildings.
The two companies’ new solution will enhance Zonetail’s apps, which are used by hotels and condos to connect guests and residents to on-site amenities and local businesses. The NetWise Captivate platform will add real-time context, predictive customer profiling, and a deep understanding of consumer intent to Zonetail’s ‘anchored local’ mobile platform.
Using the insights gleaned through NetWise Captivate, hotels will be able to provide customized mobile notifications, offer timely virtual assistance, and deliver relevant promotions to guests, creating a truly personalized customer experience.
By combining location detection with back office data and other real-time contextual triggers, engagement can occur throughout the customer journey, from the time booking occurs, throughout the visit, and even after the guest leaves with a mobile survey prompting for feedback.
“We chose to work with Smith Micro because of their long-standing legacy as a leader in wireless technology and expert knowledge of embedded mobile software,” said Mark Holmes, Co-Founder and Chief Executive Officer at Zonetail.
“The NetWise Captivate solution gives us the ability to capture behavior-based consumer data from smartphones to enhance our anchored local platform with intelligent, personalized marketing engagement.”
“NetWise Captivate is a perfect complement to Zonetail’s platform, adding sophisticated device analytics and triggers to precisely target guests with the right information or offers at the right time,” said Carla Fitzgerald, Chief Marketing Officer at Smith Micro.
“We’re excited to help Zonetail deliver the type of personalized engagement that every industry needs to foster brand loyalty and build valuable, long-term customer relationships.”
Zonetail will begin deploying the NetWise Captivate solution within its mobile apps for a select group of hotel and condo properties in the second quarter of 2016, with further rollouts of the technology expected throughout the year.