The Eldorado Hotel & Casino is effectively using mobile alongside its email marketing campaigns for a more integrated approach to digital marketing.

Using Lyris HQ?s advanced analytic features, Eldorado is also able to have holistic insight into campaign success across all of its digital marketing channels, including mobile. Mobile is helping Eldorado to better target and engage customers.

?Marketers are under more pressure than ever to drive performance from their online marketing campaigns, while reducing cost and complexity,? said Blaine Mathieu, chief marketing officer of Lyris, Emeryville, CA. ?By using Lyris HQ to orchestrate campaigns across multiple channels, such as email, mobile and social, this opens up new opportunities for Eldorado to build a more consistent experience and engage with their customers anytime, anywhere.

?Enabling meaningful conversation across online marketing channels is what we refer to as tri-messaging.?

Eldorado rolled out its mobile marketing efforts just four months ago. 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-wide mobile program lets Eldorado target guests with hotel offers, entertainment alerts and dining deals, especially consumers in their twenties.

Eldorado usually attracts the 35-65-year-old demographic and using mobile is a good way to reach twenty-somethings.

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.

?We?ve already shown revenue,? said Chad Hallert, director of ecommerce and interactive marketing at Eldorado, Reno, NV. "Once you text-in, we are pretty aggressive with our offers and have seen immediate booking and revenue from the SMS initiative so it is working out quite well.

?Being timely and relevant is absolutely essential,? he said.

Eldorado wants to get to the point where it is able to understand when its customers are on property and offer promotions at various venues.

The hotel sees mobile as a way to help it fill seats at shows and drive customers to its venues.

?What is great is we can send a relevant offer with a timely call-to-action that is good for consumers because they get a discount and we?re able to fill empty seats,? Mr. Hallert said. ?We have an offer that goes out online, via email and mobile.

?It is important to have that exposure but not to bombard consumers," he said. "It?s not just spray and pray.

"We try and communicate with customers in the medium they prefer.

Dan Butcher contributed reporting to this story.