Assignment on Digital Marketing | 1

Running Head: DIGITAL MARKETING
Digital Marketing
Student’s Name
University Name
Author’s Note

2
DIGITAL MARKETING
Table of Contents
Organisational background..............................................................................................................3
The digital web business solution....................................................................................................3
Target market of digital business.....................................................................................................3
Importance of digital site marketing................................................................................................5
Business goals and internet marketing............................................................................................5
Competitive analysis........................................................................................................................6
Specific factors of communication mix...........................................................................................7
Influence of digital strategies on 4 P's of marketing........................................................................7
Reference List and Bibliography.....................................................................................................9

3
DIGITAL MARKETING
Organisational background
Marriott group is hospitality organisation that manages a diversify business with a directly
owned as well as franchised portfolio of hotels as well as lodging facilities. The Organisation
was established by Williard Marriott. This group of hotels is proclaimed as the third largest Hotel
chain in the whole world. They have over 30 brands operating with more than 7000 properties in
above 100 countries in the world. Moreover they have ranked as the 33rdon the list of Fortune's
100 best organisations to work for.
The digital web business solution
Marriott Group of hotels has their digital business profile based on the the b2c model of of e-
commerce. The b2c market is biggest in the hospitality industry and all all biggest brands of
hospitality have their online business comma since the direct sales of the hospitality sectors
mostly ocas online. However, there are specific innovative digital marketing strategies based on
on the online channels like website and social media that are used by Marriott Group of hotels to
ensure maximum occupancy of the target market (Abdullah, Jayaraman & Kamal, 2016). Since
2010, married group started to attract large traffic over there social media channels and they were
among the initial Hospital the groups who started Facebook marketing. Currently, maximum
focus of the organisation has shifted to their digital sales profiles, compared to the physical
outlets run by them. This promulgates that more than 90% of their guests book rooms of Marriott
hotels over the online sources rather than visiting the the facilities to book rooms directly. Some
of the hotels of Marriott group have a single channel of booking that is online.
Target market of digital business