Adapting to New Technology Including Ecommerce & Social Media Platforms

This report analyses the way technology has affected the overall functioning of organisations, with a focus on the hospitality sector's adaptation to social media platforms. The report discusses the issues associated with using new technology and e-commerce platforms and provides recommendations to solve them. The subject is Technology, Course Code is NA, Course Name is NA, and College/University is NA.

Adapting to new
technology including
ecommerce & social
media platforms

Table of Contents
Introduction......................................................................................................................................3
Conclusion.......................................................................................................................................6
REFERENCES................................................................................................................................7

Introduction
The global pandemic has affected the functioning of organisation. There are lot of
instances that have affected the technological shift that has lead to tech savy customers. The
latest technology development has lead yo new opportunities that is constantly evolving and
supporting both user and online retailers. Present report is based on analysing the way
technology has affected the overall functioning and of organisations. There is adaption of social
media platforms that is leading towards the way there is complete transformation in the
functioning of business organisations. Social media in case of hospitality sector has affected the
present promotional activities (Kelsey, 2017). Holiday Inn is a America brand of hotels and
subsidiary of intercontinental hotel group. There is analysis of the way holiday inn has
transformed their promotional activities by creation of various social media campaigns. There
are many different issues that are associated with use of social media platforms as a tool for
promotional activities all these aspects are analysed in detail for the hospitality brand. Prat from
this based on it there is further there is evaluation of the challenges that are associated with using
these aspect and the solutions are determined so that its overall negative impact can be
minimised.
Issues associated with using of new technology and e commerce platforms:
In context of organisations using of new updated technologies it becomes important to
consider some of the risk factors that are associated with having a proper cybersecurity
framework that can help in protecting of all the aspects that are related to customers private and
confidential information (Yadav and Rahman, 2017). In context of holiday inn there are issues
that is capitalisation of data where it becomes difficult to integrate and expand the digital
commerce function in core and holistic brand solution as part of e commerce challenges. In
context of holiday inn 50 percent of the activities are now taking place across mobile devices.
They are part of target audiences and smart travellers are working professionals.
There is focus on campaign that is helping holiday inn to express a chance for having high
amount of engagement, the brand is working towards embracing a social and digital media
transformation that can leads towards smart thinking platform as part of this campaign. Another
main objective of holiday in the process of adapting to new technology is focussed towards using
of partnership with various other organizationas (Liu, 2018).

Apart from this holiday in is also working towards eliciting emotional response from viewers
that can lead towards creation of stringer brand affinity. There was a appealing balance of digital
dissemination that is reality based messaging.
Emotional engagement is also focussed on key towards success of content marketing.
Customers are discovering and sharing of pictures videos, information and other types of
constant media (Eid, Abdelmoety and Agag, 2019). It lads towards eliciting of emotional
response that is a essential element for successful viral content marketing campaigns that is a
human aspect that is related with people willing to share their experiences by directly
communicating with the customers. It may difficult to influence the customer choices in terms of
affecting or influencing the customer choices in a positive way (Kong, Witmaier and Ko, 2021).
There is high amount of competition that is experienced through various other brands that are
also having effective social media campaigns that is leading to difficulty in managing the present
business operations. In holiday inn the e commerce technology is also related with online
delivery platforms that is started in order to serve the customers in the dynamic scenario of covid
19. apart from this there was major focus on ensuring that customers are willing to develop the
inquired focus to deal with the situation of their changing demand.
In Holiday inn the leaders are working towards focussing on development of relationship with
customers by strengthening of the capabilities and tools for better visibility and reach aming their
target segment of customers (Ceyhan, 2019). They are working towards having a additional
strategic data base to better understand the overall customer behaviour and based on it further a
personalised customer experience can be created in long run to enhance the present level of
customer satisfaction. The brand is launching various digitally lead multimedia campaigns that is
using the power of brand advocacy that is helping in sharing of unique narratives for their guest
that is a series of mobile optimised web documentaries.
Further for the purpose of offering a fresh experience holiday inn has also partnered with Tumblr
to help their target segment of customers in captivating of stores that helps in bringing the
journey to extraordinary campaign to life (Borah and et.al., 2020) . The main focussed social
media platforms includes Facebook, twitter, Instagram and you tube where target segment of
customers are approached in a more unique and creative manner to influence the overall
customer choices.

There is also issues in terms of identification of right platform in marketers are facing hurdles
that is to leverage and research the target market thoroughly to identify the problems that target
audiences are facing (Armstrong and Butcher, 2018). When organisational are investing in
wrong platforms then it may lead to exhausting of budget if the organisation is using no proper
approach or misinterpretation of social media platforms. There is need to identify the channels
that can lead towards getting the required attention from the target segment of audiences.
Recommendations to solve issues:
It is recommended that in holiday inn there is need for facilitation of union where
business organisations have to work towards solutions that are data enabled. It can help ins
supporting the process of leveraging the data from digital commerce functions (Kumar, and
et.al., 2019). In the marketing department of holiday inn there can be main focus in leveraging of
data from various digital commerce functions, average order values and key performance
integrals.
Measuring of term on investment: Social media marketing is focused on constant evaluation of
strategies and techniques for the purpose of understand of the customer responses. Manager have
to decide a effective social media marketing strategy that can help in the process of choosing a
particular process which can lead to higher engagement (Tuten, 2020). In Holiday inn this
issues of engagement can be resolved by using of techniques to monitor campaigns, tracking of
metric for continuous improvement and then building of social media strategy based on
substantial task. Social mead managers must take benefit by building of clear strategies that are
based on measuring of objectives, identification of target audiences and then further monitoring
ogf competition.
Another recommended solution for the marketing department of holiday inn is to focus on the
dipping organic reach that is by using of high volume content that is curated and created on such
social media platforms.
For the purpose of dealing with the problem of high amount of competition faced because of
presence of various other brands holiday can work towards using of high quality unique context.
There can be posting of videos to drive the reach that may include target posts that can ensure
that it reaches towards right people at right point of time (Shareef and et.al., 2019). The influx of
social Media platforms can be very helpful in having a proper organic reach that is creative ways
of offering high quality of valuable content to the target audience. Many times it is also difficult

deal with numerous social networks that have to be dealing with the published content. So, it
becomes necessary to have proper social media marketing targets in order to deal with its level of
effectiveness in terms of customer satisfaction level.
Conclusion
From the above made analysis it can be said that hospitality sector is working towards
using of various social media platforms that is very important to maximise the present effective
of promotional campaigns. The different campaigns are majorly laying emphasis on the way
there can be striving of authenticity by communicating directly with the customers. It leads to
higher engagement and interaction that otherwise was not possible earlier while use of traditional
media channels for the purpose of promoting the brand. It has lead to real world interactions by
message of inclusiveness that is increasingly divisive and digital world where there are 67
percent of people who are communicating through use of these digital channels. For the purpose
of dealing with the issues that are associated with social media marketing it becomes necessary
to understand its long term implication on the way various functionalities are to be managed.
For this purpose hospitality sector organisations also need to consider about the way customer
are responding to such changing strategies of organisations and then notice the positive or
negative response that are offered to such marketing strategies.

REFERENCES
Books and Journals
Shareef and et.al., I2019. Social media marketing: Comparative effect of advertisement
sources. Journal of Retailing and Consumer Services, 46, pp.58-69.
Tuten, T.L., 2020. Social media marketing. Sage.
Ceyhan, A., 2019. The impact of perception related social media marketing applications on
consumers’ brand loyalty and purchase intention. EMAJ: Emerging Markets Journal, 9(1),
pp.88-100.
Eid, R., Abdelmoety, Z. and Agag, G., 2019. Antecedents and consequences of social media
marketing use: an empirical study of the UK exporting B2B SMEs. Journal of Business &
Industrial Marketing.
Yadav, M. and Rahman, Z., 2017. Social media marketing: literature review and future research
directions. International Journal of Business Information Systems, 25(2), pp.213-240.
Kelsey, T., 2017. Introduction to social media marketing: A guide for absolute beginners.
Apress.
Liu, Y., 2018. Social Media Marketing in China mit WeChat. Springer Fachmedien Wiesbaden.
Kumar, and et.al., 2019. Determinants of Social Media Marketing Adoption among Smes: A
Conceptual Framework. Academy of Marketing Studies Journal, 23(3), pp.1-6.
Borah. and et.al., 2020. Improvised marketing interventions in social media. Journal of
Marketing, 84(2), pp.69-91.
Kong, H.M., Witmaier, A. and Ko, E., 2021. Sustainability and social media communication:
How consumers respond to marketing efforts of luxury and non-luxury fashion
brands. Journal of Business Research, 131, pp.640-651.
Broadstock, D.C. and Zhang, D., 2019. Social-media and intraday stock returns: The pricing
power of sentiment. Finance Research Letters, 30, pp.116-123.
O'Kelly and et.al., 2017. The effect of social media (# SoMe) on journal impact factor and
parental awareness in paediatric urology. Journal of pediatric urology, 13(5), pp.513-e1.
Isom, J., Walsh, M. and Gardner, J. M., 2017. Social media and pathology: where are we now
and why does it matter?. Advances in anatomic pathology, 24(5), pp.294-303.
Gordon, V., Osgood Jr, J. L. and Boden, D., 2017. The role of citizen participation and the use of
social media platforms in the participatory budgeting process. International Journal of
Public Administration, 40(1), pp.65-76.
Armstrong, C. and Butcher, C., 2018. Digital civil society: How Nigerian NGOs utilize social
media platforms. International Journal of Politics, Culture, and Society, 31(3), pp.251-
273.
Cho, M., Furey, L. D. and Mohr, T., 2017. Communicating corporate social responsibility on
social media: Strategies, stakeholders, and public engagement on corporate
Facebook. Business and Professional Communication Quarterly, 80(1), pp.52-69.