CAMPAIGN TV: Marriott International's socially-focused media strategy

In the final of a four-part series on the Changing Media Landscape, Smith considers the wide variety of media channels now available across the Asia-Pacific region and beyond. He says Marriott still works to "cover all bases" but will naturally focus on one or two channels that offer the biggest outcomes. "The most productive one or two is where we spend the most amount of money," he says.

These change according to the market that is being targeted. In China, for example, print and TV remain important media for Marriott's brand message. However, the fastest growing media are certainly in the digital sphere, with internet advertising and social media. "We're spending a little more money right now in one area, we're doing much more research in other areas."

In other Asia-Pacific markets, social media is much more pronounced for the Marriott brand. "The great thing about internet and social media is that you can hit a lot more people for less money," Smith says. But he also points out that brands need to use these channels effectively. One photo on a resource such as Trip Advisor is no longer enough; potential consumers are looking for a great deal of photos and information and brands need to have these in place at the places that consumers are looking for it.

The Marriott uses a number of media partners in its marketing. Again, these tend to be sourced on a market-by-market basis across Asia-Pacific, but there are some key traits that Smith and his team look for.  "We look for someone that's savvy," he said. "A media partner would be someone who knows the local clientele," he added.

The Changing Media Landscape Series also includes the following video interviews:

Barry Cupples, Omnicom Media Group Asia CEO

Cheong Tai Leung, president of Neilsen Asia-Pacific, the Middle East, and Africa

Barney Loehnis, head of digital for Ogilvy & Mather Asia-Pacific