Digital Marketing for Marriott Hotel

This document provides an overview of digital marketing and compares online and offline marketing. It discusses the trends and insights in the hospitality industry and examines the digital tools used by hospitality companies. It also explores the development of e-commerce and digital marketing compared to physical business. Furthermore, it presents a digital marketing plan for Marriott hotel, including strategies and tactics for effective marketing.

Digital marketing

Contents
INTRODUCTION...........................................................................................................................3
P1 Overview of digital marketing & comparison in between online & offline marketing........3
P2 Hospitality trends & insight for digital marketing growth.....................................................4
LO2..................................................................................................................................................5
P3 Digital tools which are used by hospitality company............................................................5
P4 Examine development of e commerce & digital marketing comparative to physical
business........................................................................................................................................6
LO3..................................................................................................................................................7
P5 Digital marketing plan in term of Marriott hotel..................................................................7
LO4..................................................................................................................................................9
P6 How omni marketing channel for Marriott hotel objectives.................................................9
P7 Determine & evaluate measurement technique metrics for plan of digital marketing.........10
P8 Action to improve performance of digital marketing in Marriott hotel...............................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing which utilizes the internet & online digital technologies for promoting
different product and services. The era of digital marketing is rapidly growing by transforming
different ways of marketing business products and services (De Pelsmacker, Van Tilburg and
Holthof, 2018). Nowadays, internet and technology have become an efficient tool for business
enhancement and growth. Internet is providing business a successful platform for attracting large
number of customer and audiences. This procedure has involvements of product and service
awareness to target audiences via the use of social media, e marketing. internets and many more
digital tools Hotel Marriot is the most luxurious brand provide business and leisure travel with
simple elegances, an inviting atmospheres and deluxe level of comfort and personal service.
The report will pay may emphasis on t comparison of online and offline marketing along
with discussing trends and insight prevailing in growth of hospitality companies. Moreover, it
will have explanation on development of e commerce’s. Beside that, digital marketing plan of
hotel Marriott will be discussed in report along with description of omni channel marketing &
metrices in order to performance measurement.
LO 1
P1 Overview of digital marketing & comparison in between online & offline marketing
Digital marketing is driving out the closer and constant revolution in the advertising landscape
continues to be changes as way of ding digital marketing. Digital marketing looking as internet
& social media resources for advertising in different products and services. With technological
advancement, there are things changing in business scenario. The rapid revolution of digit
marketing has high level of opportunities & avenues in term to have efficient advertising &
marketing. This have fuelled up proliferation of new devices for accessing digital media long
with leading exponentials growth of digital marketing for business.
Digital advancement is helping out in increasing brand awareness, generation of lead
resulting in boosting of sales. Due to increase in term of interconnectivity, Internet tends to be
likened to wheel in the firm of ability in future development of business and society. There is
providing wide variety of marketing services with product and service sales through their efforts.
Similarly, digital marketing has emerged concepts revolutionising way of marketing.
The companies are making use of internet to reach the specific target customers and promoting
products and service in more digitalized manner (Chaudhary, 2019). There are various tool and
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techniques used in digital marketing which have the inclusion of SEO, SEM, pay per click etc.
Most of customer are using high technology mobile phones, computer and other tool turning out
marketers to have reach to target audience.
This referred to be is major level of difference between online and offline marketing.
There will b analysed as below-
Online marketing Offline marketing
Marketing tend to be done with help of various
internet sources. The sources are such as
internet, e mail, social media etc
The use of marketing on offline manner have
the inclusion of sources such as newspaper,
magazine, template etc
This have involvement of large level of
population and promotion with effective
manner.
In this marketing only limited level of people
get into interaction.
This is helping out companies to have efficient
and effective generation of customer awareness
in term of products and services.
This is time consuming process for new
product awareness.
Online marketing has involvement of 2-way
communication.
This have only 1-way communication
procedure involved.
In this procedure outcome tends to be
measured through help of various metric such
as landing page, site page analysis and other.
Offline marketing data cannot be measured as
on relevant data or information is available.
P2 Hospitality trends & insight for digital marketing growth
Digital marketing is powerful way to increase the digital business. In the corporate world, digital
marketing is used aid to leave off traditional mode of marketing. it is true that traditional mode
of marketing has access to limited audiences a digital one enables worldwide marketing
influencing population form several cities (Key, 2017). So, the companies are getting more
aware of approach to utilize the digital galaxy for expansion of brand.
There is different type of services which are offered of people operating in different sector
and sub sector of hospitality industry. Thus, with the rise in trends industry growth in having
reals’ expansion. new ways are identified in digital marketing such as-
Video and content marketing
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This is the emerging trends in hospitality business. In this marketing done with creation
of hotel rooms video, design, customer experience. The video is later on uploaded on the
different social media sites such as YouTube, Facebook and Instagram turning out to be new way
of advertising in business world. With the hep of such visual content, customer is tending to
visualize the leisure seeking form these hotels. Likewise, content marketing provides service
info in written and present in attractive manner with interesting images into it. All this worked
out as creating awareness about new services to people and lead growth of hospitality industry
via digital marketing.
Chatbots
This is the new concept in which artificial intelligence is used. They helped out customer
experiences by catting with them regressing launching of new product and services. So, on
various social sites the chatbot tends to be displayed for customer interaction (Lam, 2017).
Hence, they offer companies with new opportunities for improvement of customer’s engagement
process & operational efficiency with reduction in cost of customer service.
Experiential marketing
This is the type of marketing process having inclusion of process in delivering and
booking services. This have inclusion of various medium such as virtual reality. In hospitality
industries, hotel is allowing customer to install VR devices.
LO2
P3 Digital tools which are used by hospitality company
Digital marketing is totally in different form traditional marketing one. It is because of
different modern tool used by several companies to reach a large target audience. However, there
are different marketing tool used in digital way of hospitality sector. But it has clear dependency
on the requirement of company. Moreover, hotel Marriot is using a large variety of digital tool to
promote the services and product in efficient manner. This is helping hotel to create awareness
about new services. Thus, the digital tools used are defined as below
Social media marketing
Common tools used in hotel Marriot for attracting the customer. The firm is promoting product
and services via use of different social networking sites such as Facebook, Twitter, Instagram
etc. Hotel Marriot have created the official page of on respective platform along with providing
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service information in it (Chaffey, 2019). This have resulted in creating major level of
awareness in customer regarding offer and discount prevailing in hotel Marriott.
SEO
Marriott is using SEO so that’s website search shows out on basis of several keywords
firm is making use of important key words such as five-star, leisure, safety, resort as they will be
able to provide results on search engines. Hence hotel is promoting the service on website.
PPC
This is pay per click form digitals tool on which hotel pay a little fee for the conversion
of customer. Marriot will be developing website as with implication of PPC. Usually PPC look
into the social media account of users and enable to have risen in click on website. The purpose
for generating traffic on website.
Affiliate marketing
This is similar kind of PPC where hotel usually paid fees higher as compare to above
mentioned tool. In addition, hotel Marriott with effective in advertising services. Affiliated
marketing has high conversion rate for customer.
P4 Examine development of e commerce & digital marketing comparative to physical business
With change in modern era, E-commerce industry have been growing at rapid rate. It has created
a major lead in digital marketing developing interrelationship between different variable of
business. E commerce refers to online purchasing & selling of goods with similar digital
marketing with different advertising way (Kasilingam and Thanuja, 2020). Digital marketing has
emerged with concept to lead ease accessing more information in more revolutionized manner. E
commerce is using internet to reach target customer with prompting their product and services.
There have been various tools and techniques used have inclusion of different tools and
techniques such as SEO, SEM, pay per click.
On the other hand, with comparison of physical business digital platform are not as
effective the digital marketing. There is change in thing in relation of ecommerce advertising
includes different methods. Digital marketing is very much cost efficient than traditional
marketing as data and results tends to be easily recorded. Google analytics and differ insight
tools offered by different social media channels. There is major level of difference in targeting
the audience and enhancing market approach. With the help of digital marketing, there have
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been no usage physical presences allowing marketers to reach infinite number of consumers
easily.
In the physical business, digital marketing provides the quick result turning out to be give
strategy refinements or update the marketing strategy as per market result in better manner.
There have been change in things of e commerce advertising which have inclusion in the form of
display ads, banner or advertisement through rich media advertisement. The digital marketing
has been taking into physical business providing greater level of advantage and facilities to
different consumer and buyers (Kingsnorth, 2019). Consumer are independent as they were not
bound to prioritize brand. On the other hand, online marketing tends to have offering of hassle-
free marketing, returns, and cashless transactions.
LO3
P5 Digital marketing plan in term of Marriott hotel
Situational Analysis
Pest Analysis
Political factors- The firm have biggest threat from the attack and military conflicts that could
disrupt international flights an travel.
Economic factors- The biggest effect is getting upon on business travel creating a major
dependency of Marriot.
Social factors- COVID have created the negative impact on the target population income and
leisure activities
Technological factors - The competitive fir have using immense technology to compete.
SWOT analysis
Strength- Hospitality organisation Marriott has strong market presence and this is one of the
biggest strength along with innovative capabilities of hotel.
Weaknesses- Ineffective data protection is a big weakness of hotel and specially related to
digital marketing.
Opportunities- Emerging economies have an opportunity for Marriott and along with this digital
marketing also has opportunity for Hotel Marriott.
Threats- Economic recession because of Covid-19 has significantly affected hospitality
industry.
Objectives
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Aim – To evaluate the impact of digital marketing on profitability and productivity of hotel
Marriot
Objective
 To have traffic increase on website by 13% in next 3 months
 To make improvement in conversion rate to 10% in 3 months.
Strategy
STP
Segmentation
This segmentation will include the target audience of hotel Marriot depending on various
factors available. In the process of digital marketing, Hotel Marriott take demographic
segmentation with income and age will be important factor. On the other hand, physiographic
segmentation will include lifestyle as important factor.
Targeting
This stage has reference to target people on any specific segment. As age will be
targeting with people between 25 to 55 year working couple’s ad business having high income
per year. On other hand, another segmentation traveller who prefer leisure lifestyle will be
targeted,
Positioning
The firm will position it itself as Marriott with luxurious services to its customer
preference and satisfaction will be ultimate goal for company.
Tactics
In order to realise objectives of digital marketing tactics that Marriott Hotel can utilise involves-
Content Marketing- This is one of the highly important and effective digital marketing strategy
that Hotel Marriott can adopt. Content marketing includes creating content in different forms,
this can be in form of video, images and in form of written articles (De Pelsmacker, Van Tilburg
and Holthof, 2018). Content marketing can help Marriott in expressing its value more effectively
and attracting customers towards its services.
Email Marketing- Email marketing is another important tactic in which by sending customized
Emails Marriott can share different offerings of the hotel to its target market.
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Influencer Marketing- Influencer marketing has become very effective in present times and
using this strategy company can attract and influencer its target market. Influencer marketing is
combination of traditional and modern marketing strategies.
Social Media Marketing- Social media has become a platform through which company can
increase its visibility. This has become very important in present business environment in order
to connect company with its target market more effectively.
Actions
In order to implement these tactics company requires developing effective content for different
tactics and then launching them through its digital marketing campaign.
 This will be done through digital marketing team of Marriott
 In order to do this digital marketing will require developing digital marketing content
 This can be done by analyzing different options for digital marketing and elements of
digital marketing
Control
Budget - This is required to have proper execution of plan. so, the overall budget will be $2000.
Particular
Adveristing $400
Salary $600
Management $600
R&D $400
Total $2000
For measuring the outcome for digital marketing involvement of certain metric will be done. For
instance, Google analytics, AdWords can be used to get into comparing & evaluating results with
goals (Zhu. and Gao, 2019). In addition, there will be used of differ KPI to measure success.
P6 How omni marketing channel for Marriott hotel objectives
Omnichannel marketing is seamlessly integrating the different communication channels
to establish proper communication with customers. this approach is use as per the cuter
perspective an interest in order to optimize the proper consistency regrading marketing message
of company.
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Omnichannel personalization is not another fancy marketing strategy but it is the real deal
considering that’s almost 75% of the online consumer are using various platforms and channel to
purchase online (Behera, Gunasekaran. and Bala, 2020). As the online retailing game skews
towards impeccable customer experience and value, e-commerce brands can leverage the
omnichannel strategy to uplift their gross sales.
This marketing channel in considered to be important for business for embracing
customer demand in different situation. Hotel Marriott want to know the need and desire of
customer irrespective of how thy have to interact with bran and customer experience.
Hotel Marriott will make the usage of omni marketing approach as promotional activity
offering best level of service to customer. The sale approach will be helpful in increasing the
customer purchase using online and interest services providing differ shopping facilities to
customer.
Hotel Marriott will be successful in building healthy relationship with customers. In addition,
this approach will have several levels of advantage such as -
Omni channel will be succeeding in providing the various revenue sources as compared to
single channel utilization. In addition, omnichannel will be succeed in meeting the preference of
differ customer to visit the service of firm.
Company will succeed in providing the personalized offering to different customer with use of
multi channels and analysing events needs and wants. This will be helpful in increasing customer
loyalty.
Omnichannel usage in digital marketing strategy will help in identifying loyal and credible
customer to company creating standard set of procedure. In addition, it enhances customer life
time value sale up the retaining % of about 90% as compared to other competitors.
Implementation plan and a framework to measure the success in achieving objectives
Implementation plan for digital marketing involves-
 Understanding market and customers that Marriott will target through its digital
marketing campaign
 Identification of goals and determination of strategies through which they will be
achieved is next step in implementing digital marketing plan
 Developing content for the digital marketing of Marriott
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 Determination of different channels through which Marriott will implement its digital
marketing
 Launching content through these selected channels
 Connecting with customers and target market of the company
Measure the success in achieving objectives
Overall website traffic- This is one of the important strategies through which organisation can
identify and measure success of digital marketing.
Traffic by source- This is another strategy that can be used by Marriott, this involves identifying
which source contributed in traffic of the website (Chaudhary, 2019). This also helps in
determination of successful channel for the purpose of digital marketing strategy.
LO4
P7 Determine & evaluate measurement technique metrics for plan of digital marketing
Marketing is the engine that drives out customer to the company doors and fuel on which
organization runs is composed on varsity ration of time and money. So, it turns out to be
important for the company to properly optimize effacing of marketing plan. This will be helping
understanding the deviation and initiative to have corrective action which will improve company
performance. Hence, measuring success is an important aspect for decision making. There are
several differ ways of measuring effectiveness of the hotel Marriott market plan.
Digital campaign has emerged as concept with important stage of present, past and futures
actions to get high performance in competitive market.
Google analytics
In the signals, marketers are processing in term of data collection and reporting aspects
for analysing the performance for hotel Marriott digital marketing website. This will be tracking
website activity such as session duration, pages per sessions and bounce rate of different
individuals using site along with information of sources of traffic.
Google AdWords
Google have developed an online advertising platform AdWords where bidding tends to
be done display for brief advertisements, service offering, productising and many more. This
will be designing and maintaining level of PPC. In addition, Google AdWords will monitor the
statistic of hotel Marriot and successful calculation of return on investment.
Hootsuite
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This have clear and composite overviewing performance with prominent use of social
media measuring performance of the team in better manner. This is helping out in customized
manner of revenue in getting up in platform with proper depth analysis.
Google search console
This is standardized tools for identifying and analysing the errors in company different contents.
In addition, it is the free service offered by google which helps in monitoring, maintaining and
troubleshooting in presence in google search result (Zhu. and Gao, 2019). This is letting out in
webcasters monitoring and managing their website through official portals with useful statistic.
P8 Action to improve performance of digital marketing in Marriott hotel
The digital marketing analysis has the several parameters revealing the result the marketer
researcher and efforts. The marketing manager has needed to make customer with locating
better level of sales depicting campaigning success ratio. The evaluation process has important
stages which is such as past, present and future.
The firm have accepted performance level to get into present as compared to past.
Focus on conversion, not jut on leads
Hotel Marriott should understand specific demographic audiences’ segment with paying
major level of attention on the types of content, incentives or product recommendations. So the
marketers have further pushing in customer’s decision toward a purchase.
Bounce rate
Bounce rate have been metric which is indicating the percentage of people landing one
page of hotel Marriott web pages or one who leave without clicking to anywhere else in report.
As an average, overall, 58% or lower is considered to be good bounce rate. Anything less than
40% would be considered excellent performance of campaigning.
Buffer
This have been ultimate actions to keep up to date the hotel efforts and schedule content
on social media platforms, creating shorter link, view social analytics. Sharing messages along
with improving brand recognition. This will make the improvement on social media and promote
organization the wider stage.
Revenue metric
In addition, revenue metric will be considered as most effective measure in calculating and
improving successive rates. At the certain level of digital campaigning, company is paying
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proper level of attention on Return on Investment (ROI) and Cost to Acquire a Customer (CAC),
is helpful in getting out the judgment of campaign ((Behera, Gunasekaran. and Bala, 2020). After
all, the main motive of the company is getting better level of engagement, high conversions a
bigger revenue in developing the company in best effective manner.
Evaluating application of key digital measurement techniques and performance metrics used in
digital marketing for Marriott
Digital measurement techniques discussed above that are measuring website traffic in which
Marriott will determine and measure its traffic. This is a very effective measurement technique
because company can identify increase in interest of customers that resulted from digital
marketing strategy of the company. This is because when customers get to know about Marriott
Hotel and take interest in its services, they are likely to search for Marriott hotel and its services.
This will result in increasing traffic of the website of Marriott (Chaudhary, 2019). Concerned
with traffic by source, this measurement technique is also very important and effective for the
purpose of identifying which channel and source is more successful than others and which
channel requires improving in order to improve overall performance of Marriott’s digital
marketing strategy.
CONCLUSION
From the above file it an be concluded as Internet is providing business a successful
platform for attracting large number of customer and audiences. The rapid revolution of digit
marketing has created new opportunities & avenues for market advertising. The companies are
getting more aware of approach to utilize digital galaxy for expansion of brand. Hotel Marriot
have created the official page of on respective platform along with providing service
information in it. With the help of digital marketing, there have been no usage physical
presences allowing marketers to reach infinite number of consumers easily. Hotel Marriott will
make the usage of omni marketing approach as promotional activity offering best level of service
to customer. Sharing messages along with improving brand recognition
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REFERENCES
Books and Journals
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Chaffey, D., 2019. Digital marketing. Pearson UK.
Chaudhary, D., 2019. Digital Marketing Tactics & Strategies for Hotel Industry-To Convert
Third Party Business to Direct Channel (Doctoral dissertation).
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72.
pp.47-55.
Kasilingam, R. and Thanuja, V., 2020. RECENT TRENDS IN DIGITAL MARKETING. Studies
in Indian Place Names, 40(3), pp.4215-4224.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2). pp.27-38.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Lam, C., 2017. Analyzing e-marketing strategies in luxury hotel chains.
Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing
model. Science Journal of Business and Management, 7(1), pp.33-37.
Online
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