Digital Marketing Landscape and Development

This document provides an overview of the digital marketing landscape and development in the hospitality industry, focusing on Marriott International. It discusses the key tools, opportunities, and challenges in digital marketing. It also explores the impact of e-commerce on marketing and compares e-commerce and digital marketing platforms with physical channels. Additionally, it includes a digital marketing plan for Marriott International.

Digital Marketing

Table of Content
INTRODUCTION ..........................................................................................................................3
LO-1.................................................................................................................................................1
P1 Digital marketing landscape..................................................................................................1
Online vs Offline marketing........................................................................................................1
P2 Forces driving growth and development of digital marketing...............................................2
Opportunities and challenges in digital marketing......................................................................2
Influence of e-commerce on marketing......................................................................................3
LO2..................................................................................................................................................4
P3 Key digital marketing tools of digital marketing in comparison with bricks and mortal
business ......................................................................................................................................4
P4 Development of e commerce and digital marketing platforms in comparison with physical
channels ......................................................................................................................................5
LO3..................................................................................................................................................6
P5 Digital Mraketing plan...........................................................................................................6
P6 Omni channel marketing .......................................................................................................8
LO4..................................................................................................................................................9
P7 Measurement techniques and performance metrics in digital marketing.............................9
P8 Set of actions to improve digital marketing.........................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing can be understood as advanced advertising and online advertising
strategies where there are varied competent scale advanced channel such as engines, websites
and social media platforms. Usage of online media channels within digital marketing enhances
functional scale diversity of services and endorse news scale services where hospitality industry

uses digital marketing to generate functional positioning goals. Marriot hotel is one of the top
most brand within hospitality industry having wide range of innovative diverse products and
services scaled up within various parts of world actively. The report will be analysing overview
of digital landscape for online marketing structure where online and offline market will be
analysed further, key customer trends and insights that are fuelling growth of digital marketing.
The study will be furthermore discussing digital tools in contrast with brick and mortar channels,
development of e commerce and channels of marketing in comparison with physical channels.
The report shall be further analysing digital marketing plan to build channels and omni channel
marketing aspects, where techniques and performance metrics of digital marketing are varied
scaled up to evolve on new scale domains imperatively towards new profound scale synergies.
Research further will also generate set of actions to improve performance in digital marketing
scenarios for dynamic growth competencies, higher advanced efficacy goals actively.

LO-1
P1 Digital marketing landscape
Digital marketing landscape refers to the whole gamut consisting of the various tools,
techniques, platforms available to market the products and services of the company. With the
evolution in the technology and high competitive spirit of the market, Marriott International can
accelerate the business by using the digital marketing campaigns. It involves generating brand
awareness for the brand amongst the competitors in the hospitality industry and building a
competitive edge for the company. The various online platforms like an optimized website of the
company, social media sites, search engines, content writing etc. can be used to market the
products to increase the revenue and future growth prospects of the company (Nyangwe and
Buhalis, 2018).
Online vs Offline marketing
The traditional marketing strategies involve the offline marketing by establishing direct contact
with the potential customers. It is done through print ads, telemarketing, trade festivals, outdoor
advertising, radio and promotional gifts. Marriott International uses some of these offline
methods to attract the niche market for their services offered as they can specifically target the
customers. Apart from that the hotel uses it to build customer loyalty and trust in their brand and
leaves a long lasting impact in the minds of customers.
Nowadays with the evolving digital culture online marketing is highly preferred by the marketers
to promote their goods and services. By using the online platforms the company can market
cheaply and effectively. Such promotional tools has wider reach, convenient, allows feedback
and the results derived are measurable (Visser, Sikkenga and Berry, 2019). Marriott International
has been efficiently utilizing this channel to stay above the rest competitors in the hospitality
industry. It has tied up with the digital marketing companies to generate the user friendly content
over its website to attract the wider consumer base. Its strategy to conduct the social media
marketing is also very effective as there is a concept called M live where as soon as the guest
posts about the experience at the hotel they shall receive some personalized services like a drink,
invitation to party which further builds strong word of mouth for the company. The online
channels has generated brand value for the Marriott hotel and has established its strong global
presence.
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P2 Forces driving growth and development of digital marketing
The evolution of the digital culture has lead to growth and development of the online marketing
at a faster pace. Such a progress can be determined by several drivers who have contributed in
the establishment of this form of marketing strategy. Some key drivers for the growth of digital
marketing can be:- Customer trends and insights- The customers has played crucial role in the development
of the digital marketing platform with their inclination towards the social media
applications, convenient buying of goods online, feedbacks and the complaints are
registered online, checking the reviews before making the purchase decision etc. The
consumer insights and preference for the online platforms is the reason for the boosted
business of digital market (Ghoshal, 2020). Marriott's customers book the hotel online,
makes the payment online and also shares their experience regarding the stay also online
over its website. Technological advancements- The advancements in the technology are also the key
drivers in the growth of digital marketing campaign. With the help of technology Marriott
International can promote the brand in a faster and efficient way, achieve employee
engagement, quick grievance redressal and helps in building competitive advantage in the
market. Globalization- The era of globalization and developing of the multinational companies
has also brought the shift in the marketing strategies of the company from traditional to
modern. Marriott International also strived to extend its reach to global customers and for
that it had to develop strategies for marketing the services online.
 Result oriented approach- The online marketing is considered result oriented as the
customer taste and preference is measurable by viewing the likes, dislikes, feedbacks,
reviews etc. Also with the help of an optimized website of the company the changing
trends and fashion in the industry can be ascertained and the first mover advantage can be
capitalized.
Opportunities and challenges in digital marketing
Opportunities:-
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 Building global reach- One of the most prominent objectives of Marriott International is
to globally expand its business by reaching out to the customers across varied countries.
This opportunity is provided by the online channels where it can target the potential guest
and tourists spread all over the world who can book the hotel from their native place. Cost effective channel- The promotion done via digital platforms is cheaper and more
efficient for generating better results for the company. The advertising campaigns that are
created using these modes are budget friendly. The appropriate selection of the keywords
helps in building free traffic over the company's website (Perkins-Chavis, 2017).
 Perpetually displayed advertisements- The advertisements are perpetually developed on
the channels which are displayed all day long. The customers of Marriott can see the
displayed ad and anytime avail the services of the hotel. Also, the marketers on the other
can also use the data available online for developing suitable strategies of the hotel.
Challenges:- Negative publicity- These digital channels can also contribute to the negative publicity of
the hotel when unnecessary complaints are registered, false accusations and feedbacks are
dropped, dislikes and poor ratings. These types of activities either done by the
competitors or random people deteriorate the image of Marriott International hotel.
 Internet access- The availability of internet facilities in the remote areas is the major
challenge that is faced by any company. If the internet access is limited and
advertisements of certain products cant be done via internet than it shall not serve the
purpose of the company.
Influence of e-commerce on marketing
The presence of e-commerce has lead to strong impact on the marketing techniques of the
Marriott International hotel. Customization of the services is one of the essential points of impact
of e-commerce over marketing. The hotel is able to provide specific services to the guests as per
the needs and desires and can capitalize by positively positioning the brand in the minds of the
people. Marketing through the e-commerce has generated value for the customers by giving
quality services at cheaper rates (Hofacker, 2018). Ultimately the impact can be felt on the
profitability and growth of the hotel.
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LO2
P3 Key digital marketing tools of digital marketing in comparison with bricks and mortal
business
The key digital marketing tools that play high essential role of importance within
Marriott international hospitality company can be understood with varied scale efficacy among
competitive digital marketing aspects, also these digital marketing tools can be analysed as
follows: Social media platforms: Facebook, Instagram and Snapchat are widely known to be
most effective and widely known social media platform where Marriot hotel uses
advanced promotion strategies to promote varied class services variably. The social
media platforms have been identified to be strongly essential for varied competitive scale
developed efficacy and also to bring on varied scale growth within consumer targets.
Digital marketing tool of social media lack within brick and mortal businesses for
effective scale growth targets and also deliver competitive efficacy within longer time
run (Herhausen, Miočević and Kleijnen, 2020). Analytical tools: The varied competitive analytical tools such as Facebook insights and
Twitter insights provide metrics related to engagement and marketers optimizing new
marketing strategies within campaigns. It enables to track data, site searches and
conversion metrics on varied levels. Marriot hotel within hospitality industry
competitively uses analytical tools to enhance functional scaled aspects, varied
competitive domains where brick and mortal businesses are lacking. Content marketing tools: Marketers at Marriot international hotel uses content based
opportunities and craft engaging blog for social media posts, resonating to varied scale
functional innovation for scaled up performance goals and to generate specific growth
avenues. The online content marketing tools also specifically raises new scale profound
diversity among working paradigms to evolve towards competitive aspects and also
generate specific functional scale connectivity towards new domains of promotion
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 Email marketing tools: The digital email marketing tools identify new scale profound
synergies for marketing promotion goals directly, generate platforms to evolve on
functional domains imperatively and also establish new functional scope for technical
parameters. Marriot hotel uses email marketing to explore new diverse target customers
market range and also generate specific functional horizons within longer time run. This
can be understood that email marketing enhance new scale advancement among
commercial aspects towards revenue targets and for consumer goodwill.
The above identified digital marketing tools are widely lacking within brick and mortal business
where there is lack of corporate expansion and lack towards investments into online market
presence, where vision is also limited to generate specific working outcomes (Saura, 2020.
P4 Development of e commerce and digital marketing platforms in comparison with physical
channels
The development of e- commerce and digital marketing platforms in comparison with
physical channels can be understood to be varied towards new targets actively on which varied
scale efficacy horizons within consumers target reach can be worked on. E commerce and
digital marketing productively enhances functional work growth diversity as compared with
physical channel where these factors are as follows:
 E commerce and digital marketing platforms enhances business domains reach among
target consumers where physical channels have less functional work growth diversity
which hinders productive growth. Marriott hotel identifies e commerce and digital
marketing platforms to be widely enriched with functional scale efficacy towards
competitive hospitality industry , where new scale tools exploration enhances revenue
targets actively and generate stable scale quest goals for competitive goodwill.
 E commerce and digital marketing tools within global platforms have profound scope to
scale up keen performance domains within enlarged scale efficacy for marketing, also e-
commerce makes bookings, transactions widely easy. The physical channels lack
functional scale development where it also hinders lack among consumers connectivity
towards were there is also lack of vision oriented growth towards quest goals. The
physical channel also lack for easy booking facilities within business scope towards
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which there is competitive functional scale connectivity risen (Khwaja, Mahmood. and
Zaman, 2020).
 E commerce raises profound scale synergies of keeping up with competitive scale
marketing where Marrriot hotel has been constantly growing towards new diverse range
of working innovation and scaled up working diversity through which higher advanced
domains can be reached on. The physical channels often lack functional scale diversity to
be keenly bringing on varied scale efficacy on which there is varied keen domains
lacking, where MARRIOT hotel actively uses digital scale marketing for competent
scale synergies informatively. E commerce and digital marketing also enhances business
reach towards functional domains of work growth towards varied horizons, for scaled
up keen efficacy towards varied domains keen paradigms.
LO3
P5 Digital Mraketing plan
The digital marketing plan can be understood as widely essential aspect where Marriott
hotel will be able to generate scaled up profit revenue targets actively, by focusing on advanced
strategies which can be analysed as follows:
Vision: Marriott hotel has vision within marketing plan to generate the best innovative advanced
digital marketing strategies for consumers goodwill targets, higher specific scaled up services
on varied competent level.
Mission: Marriott hotel works with mission to engage creatively among varied marketing
strategies within the best digital marketing platforms at global level within hospitality industry.
SMART GOALS: Specific: Marriot hotel will be specifically focusing on new aspects of the best innovative
digital marketing strategies for larger target consumers reach, also to raise new ranging
horizons (. Pandey, Nayal and Rathore, 2020). Measurable:The targets will be measurable In format of using varied innovative
working targets to generate new revenue targets. Attainable: The goals of digital marketing campaign are realistic and attainable formed
by heading on informative performance horizons.
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 Relevant: They also hold relevance within working aspects for new scale determining
pace towards which raises profound goals, and generate determining strategies.
 Time bound: 6 Months time frame is the time bound target for marketing plan. Krishnaprabha, S. and Tarunika, R., 2020. Kumar, P. and Singh, G., 2020.
STP: Segmenting: Customers will be segmented based on various preferences within services
and to scale up new marketing domains innovatively for higher growth. Targeting: Marriot hotel will be targeting customers with the best hospitality services
and customization services. Positioning: The positioning aspect shall be done to bring on scaled profitable revenue
targets widely competently.
SWOT analysis: Srengths: Marriott hotel has strength of enhanced goodwill and new scale advanced
innovative hospitality service where there is varied new diverged hospitality scale
evolution metrics pacing on Weaknesses: There is weakness of higher advanced competitive scale innovation coming
on within global hospitality industry where Marriot hotel faces competitive factors
actively. Opportunities: There is opportunity for expansion into untapped market areas. Threats: Larger external force impacting revenue standards
DIGITAL marketing strategies:
 Multi channel capabilities will be focused on fundamentally for exploratory new scale
innovation advance formatively towards diverse online scale performance horizons and
also to evolve on wider aspects. Productive marketing strategies within digital marketing
shall be focused on imperatively towards vivid horizons for new quest horizons for new
revenue targets actively towards higher performance goals. This will be more specifically heading towards new scaled up informative targets by
keen marketing performance goals actively, to generate new range of commercial
advancement towards hospitality services.
Budget:
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PARTICULARS AMOUNT
Technology tools 15000
Marketing specialists 10000
Analytical tools 15000
Transportation expenses 10000
TOTAL 50000
Monitoring and measurement of performance: The changes within goals and advanced digital
marketing strategies will be monitored by focusing on functional scale efficacy horizons among
consumers bookings, also to identify targets within revenue. There will be profound focus
aspects developed towards productive goals, to yield on scaled up higher keen goals, by heading
on consumers' response towards new strategies (Behera and et.al 2020).
P6 Omni channel marketing
The Omni-channel marketing can be understood as an integrated shopping experience
where customers are directly contacted by company from online sources via phone, desktop and
bring forward varied range of functional scale services within digital domains. Omni channel has
been increasingly enhancing marketing standards of hospitality industry where there are varied
paradigms within keen aspects of scaled up services for consumers oriented scale.
 Omni channel determines channels among customers at Marriott hotel where services are
widely interactive towards customer journey where content is also specifically advanced
towards content creatively customized. Omni channel marketing segments audience
reach within competitive reach for commercial excellence towards dynamic working
avenues for new scale profound revenue targets. Marriott hotel uses omni channel digital
marketing to competitively enhance cross channel customer support management,
generate specific profound scale digital marketing and also evolve towards customers
oriented marketing.
 Omni channel starts by engaging in customer getting email or SMS about promotion with
mailer in their mailbox and develops seamless integrated shopping experience form
various online touch points. The omni channel marketing interactively enhances e-
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commerce brand positioning and marketers, whereby just responding to new identified
competitive aspects generate new scale innovative market reach advance. MAR RIOT
hotel uses omni channel digital marketing to enhance its positioning within dynamic
customers preferences for more evocative scale services, to generate new scale synergies
within industry and also to evolve on varied quest goals actively (Zahay, 2020).
 Omni channel marketing is created when customers come to brand and channel for using
an highly interactive brand goodwill and automatic updates generate responding
positioning among customers specific profound scale online digital marketing. Marriott
hotel by using omni channel marketing digitally raises functional standards developed
efficacy and deeper level of personalization which also generate new profound work
growth diversity towards effective paradigms towards competitive hospitality industry
domains. Example: Digital marketing productively enhances varied scale consumers
reach where Omni channel is used at MAR RIOT hotel for generating specific scale
evolution aspects to evolve towards new scale scenarios, by which new diversion can be
reached on. This has been working as strengths for raising competencies towards varied
scale competent innovation scale marketing horizons by which goodwill is enhances
widely (Makrides, Vrontis and Christofi, 2020).
These above factors explain omni channel marketing implementation where Hospitality
industry has been evocatively is gaining new synergies to evolve on keen paradigms, for
consumers target market . Omni channel marketing has been found to be one of the vividly
essential competitive scale digital marketing scenario, by which Marriot hotel will be able to
evolve on new paradigms of enriched marketing.
LO4
P7 Measurement techniques and performance metrics in digital marketing
The work growth measurement techniques and performance metrics used within digital
marketing can be understood as highly essential aspects for enlarged working vision , higher
scale advanced working avenues and to generate new diverse range of technical sale profound
efficacy. Marriott hotel has been actively focusing on measurement techniques and performance
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metrics within competitive hospitality industry paradigms on which consumers preferences needs
to be followed informatively. Hub Spot: The Hub spot tool can be understood as inbound marketing and sales
performance tool to analyse new scale innovation within digital marketing , informative
usage of functional scale domains where Marriott hotel aims to bring forward new
informative diversity. Hub spot has been competitively growing within usage to identify
new scale efficiencies within performance horizons, metric to evolve on constant targets
also actively generate new profound scope into revenue goals competently. Performance
metrics deliver varied growth horizons to generate new scale competitive revenue
growth and establish keen determinants actively towards functional quest operational
domains imperatively. Google' analytics: This is another highly popular digital analytics software where web
analytics services allows in depth analysis of varied number of visitors coming on
websites and their preferences for varied scale scenarios. It provides valuable insights
to shape success strategy of business where Marriot hotel aims to evolve on competitive
domains of hospitality industry where varied new trends are being ideally focused on.
The google analytics also specifically identifies profound scale functional scale
performance paradigms and generate new range of varied keen competent innovation.
Google's analytics has been variedly used as one of the most popular performance
metric app to bring on keen growth towards business sales and to analyse new scale
determinants for higher revenue targets. There is constant shift towards varied target
innovation on which data standards can be identified scaled up on informative revenue
targets, goodwill horizons and also to expand into varied untapped scale quest (Kumar,
and Singh, 2020).
 Web traffic sources: There is constant rise within usage of web traffic sources for
scaled up new performance metrics horizons where Marriott hotel identifies new
determinants targets innovatively, on which higher keen aspects can be analysed
innovatively. Web traffic sources also identifies accuracy of performance and strategies
by which there is periodic shift of consumers goodwill, which raises new scale
innovation keenly towards determining pace on broader framework for scaled up
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efficacy. The web traffic sources enables business goals to keenly raise on functional
raised up measures for identifying new technical diversity horizons competently.
◦ The above discussed performance metrics tools are widely known for new competent
scaled up efficacy measurement on which Marriott hotel will be able to generate
specific goodwill profoundly , revenue targets profoundly and also evolve towards
varied horizons (Balathandayutham and Anandanatarajan, 2020).
P8 Set of actions to improve digital marketing
There are various set of actions to improve new scale advanced digital marketing avenues
on which varied scale advancement, exploratory new domains to reach on quest goals for
competitive evolving efficacy horizons at Marriott hotel. It can be analysed that digital
marketing at Marriott hotel within hospitality industry keenly raises on for scaled up new
domains informatively where there are competitive paradigms towards vision oriented goals.
Assessing advanced technology: Optimizing SEO: Search Engine Optimization is tool to improve quality and quantity of
website traffic to website pages it targets unpaid traffic rather than direct traffic, which
generates functional scale advancement to generate varied scale promotion. Marriott
hotel by innovatively using SEO will be able to evolve towards advanced strategical
marketing to evolve towards higher domains quest goals for more operative efficiency
arenas. Optimizing the voice reach to focus on topic clusters instead of keywords,
writing longer content will enhance usage of SEO, also actively generates competent
scale diversity widely. Measuring content reach: Marriott hotel within dynamic competitive digital marketing
aspects in the widely rising exploratory hospitality industry raises up profound scale
functional reach widely on which keen profound functional innovation can be analysed
imperatively. The content on social media platforms shall be regularly monitored by
marketers to enhance new aspects of marketing and also generate competent scale
advancement. Measurement of content has varied scope for keeping up keen informative
raised determinants to generate new profound functional scale synergies, also evolving
new technical quest horizons. Setting the stage for long term value: Marriott hotel within hospitality industry has to
set up stage for long term value widely towards new informative digital marketing
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platforms, evolve on new work growth targets actively and to keenly generate specific
scaled up performance horizons widely. There shall be more vivid focus developed
towards long term goodwill value which enhances competencies, raises consumers
goodwill and also generate keen goals within profit targets to evolve on specific work
horizons (Krishnaprabha and Tarunika, 2020).
 Redefining the procedures: Hospitality industry has been vividly growing on where
Marriott hotel informatively has scope to yield on keen aspects of best safety standards,
hygiene facilities where new procedures within management specifically raises up varied
competitive domains imperatively. This also explains constant surging pace within
hospitality industry demands and also to practically bring on competent innovation
actively towards new raised up parameters for new quest goals vividly towards which
keen domains can be formed.
The above discussed set of actions will enable Marriott hotel to generate new varied up working
targets keenly raised up actively towards which Marriott hotel will be able to explore new
aspects of exploratory scenarios, evolve on technical domains and scaled up hospitality industry.
CONCLUSION
The report has concluded that digital marketing landscape is varied innovatively
expanded into varied scaled up targets where offline and online digital marketing concepts have
been differentiated, based on varied informative targets among consumer targets. Research has
concluded that hospitality industry is vividly competitively growing on new customization
trends, advanced functional efficacy horizons and also to generate competitive goodwill
domains. The report has concluded various digital tools such as analytical tools, content
marketing tools and marketing tools along with social media platforms where Marriott hotel
will be able to expand innovatively towards new diverse range of competencies. Study within
report has also concluded further digital marketing is wide in comparison with brick and mortar
business goals, where e commerce and digital platforms are huge in comparison with physical
channels on which targets can be limited attained. Report has also concluded omni-channel
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marketing and digital strategies by which MARRIOTT hotel will be able to expand into
competencies widely.
REFERENCES
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Ghoshal, N. D., 2020. Digital marketing: the opportunity and the imperative. International
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Hofacker, C. F., 2018. Digital marketing: communicating, selling and connecting. Edward Elgar
Publishing.
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Krishnaprabha, S. and Tarunika, R., 2020. An Analysis on building Brand Awareness through
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LO1 Demonstrate an understanding of the opportunities, challenges and impact of the
digital environment.
LO2 Examine key digital tools, platforms and channels, comparing and contrasting
bricks and mortar and other physical channels.
LO3 Determine how to organise digital marketing activities and build multi-channel
capabilities in an organisation.
LO4 Evaluate methods of monitoring and measuring digital marketing effectively.
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