Digital Marketing: Overview, Trends, Tools, and Strategies

This document provides an overview of digital marketing, comparing online and offline marketing concepts. It discusses hospitality consumer trends fueling the growth of digital marketing and assesses digital tools used by different hospitality organizations. It also explores the development of e-commerce and digital marketing platforms in comparison to physical channels. Additionally, it helps develop a digital marketing plan and strategy. The document focuses on the impact of COVID-19 on the hospitality industry and the importance of digital marketing in the current scenario.

Digital marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1 Overview of digital marketing by comparing online and offline marketing concepts...........3
P2 Hospitality consumer trends that are fuelling the growth of digital marketing......................5
P3 Assessment of digital tools used by different hospitality organizations................................6
P4 Development of E-commerce and digital marketing platforms in comparison to physical
channels.......................................................................................................................................7
P5 Develop a digital marketing plan and strategy.......................................................................8
P6 Explain how omni channel marketing is used to meet business objectives.........................11
P7 Determine and evaluate the measurement techniques and performance metrics.................12
P8 Present a set of actions to improve performance in digital marketing.................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing is adapting the rapid level of growth which is providing the surprising number
of opportunities for the growth as after and during the crisis. The process of promoting and
services of the organization by making the use of the internet, mobile devices and social platform
is the known as digital marketing (Chaffey and Ellis-Chadwick, 2019). The presents study
which is the based-on Marriott famous as the multinational diversified hospitality company.
The firm have the major level of responsivity of managing their franchise of the broad portfolio
of products. the present study has the clear level of focus on the developing the digital marketing
in the series of the lockdown. It has the discussion the level of challenges which is being faced
by the company while having the performance of the different business activities in terms of
identification of consumer trends in order to increase the sales. Furtherly their report will have
the discussion on the development of the marketing plans which have the inclusion of all factors
which is needed to be the company while making the decision.
MAIN BODY
P1 Overview of digital marketing by comparing online and offline marketing concepts
Overview of digital marketing
In the period of the lock down due to the serious level of pandemic, digital marketing has been
turned out to be the major level of functions for the organization to have the specific promotion
of the products and services in the market by using the social media platforms, internet of
gadgets. This have the been said as the all the functions in which marketing is done by making
the use of the digital systems and internets is known as the digital marketing aspects.
This have the inclusion o the digital marketing tools such as the promoting the products by
uploading the sign level of image on the developing official websites, E-mail as well as social
media platforms. It also includes: content marketing, pay per click and others.
In the period of the lockdown, in regards to the hotel Marriott which can be said to that’s there is
the changing the needs for customer along with changing in lifestyle by putting the significant
pressures over the hospitality sectors which have actually the change the way of performing
(Coester, 2019). In order to make the customer satisfies and pleased with the services, all the
companies which have the belongingness with hospitality sectors tends to have the change in
theory as along with transforming the marketing into the digitals marketing aspects this have
been considered as the effectives and best example as the situation of the lockdown have the
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indirect make the increase in the hospitality sector for being in the competition by making
proper switching the market. One of the hot reasons which is increasing their E commerce along
with digital marketing is the COVID 19. Due to the respective infection and many level of virus
infection which is not have the preferring to go outsides along with places where the gathering
can happened in terms of shopping malls and other respective physical stores (Bentahar and
Pookulangara, 2019). So, having the purchasing of the online services which have the made the
deals with deal with Jackson Hariies, a YouTube as well as effective collaboration with Snapshot
influencers with the main aims of optimizing multiple digital channels.
This have been the effective level of relations along with collaboration with influencers to be the
big level of platform while focusing the servals influencer in order to make them aware at the
respective destination by the its services along with a attracting to the greater extents.
Offline v online marketing
Online marketing has the references to the way of promoting the goods and companies by
making the use of internets as well as the better level of communications medium. This have
been the modern way of promoting the marketing as wells digital marketing’s. For example, his
can be tending to be video advertising, E-mail campaign etc (Chaffey and Smith, 2017.) On the
other hand, the offline marketing’s is term to be the process of the making the people which is
aware of products and service with company without having the use of internet is specific way.
Some examples of it includes: brochure, newspaper, Television, traditional and others traditional
sources.
Benefits for Marriott of digital marketing
This is helpful in the firm to become more level of efficient and effecting in term of the cost and
time.
 The company can helpful in developing the services during the period of the lockdown by
tasking the appropriate level of feedbacks form the knowledge of customer and masking
the change is appropriate manner.
 This is helpful in solving the queries of customers immediately by providing the efficient
online 24*7 customers’ services.
 The firm is the about the analysing the searching the history and traffics on the websites
which can be needed to be known for the customer development and effective
relationship.
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The company have the helpful in brand awareness as the digital marketing platform have the
performing of differ activities with implication of the internet a social media platform. The
company can make the awareness among customers and with interacting with them at any point
of times. This makes to have providence of solution to make them feel valued and motivated.
The increase the customer engagements as the digital marketing have allowing of customer by
proving the companies 24*7 services in order to improve brand awareness.
P2 Hospitality consumer trends that are fuelling the growth of digital marketing
There has bene the several companies of the different sectors which have the proper level of
focussing of the digital marketing during the depressing economy dur to the pandemic of COVID
19 it orders to have the easier level of research to the global customers along with attracting the.
The major level of reasons of the as it has the directly impacts in the costumer spending limits as
well as significant buying behaviour.
Live videos: In the period of the lockdown, the consumer is looking to the different trends in
order to have the entreating the different level of consumers. In this element which have the lives
contends which is raising the one of the segments as the increasing the video traffic. This haver
the term to be more level of demanding the trend which is the customer level of preference in the
making the comparison as well as the time saving (Hung, 2017). So, have this context it can be
the said for making the effective uses for this current and raising the trend of costumer.
Voice search: Voice search which is the growing the main level of customer which is trend
tends to be expected which have the last months of 2020 as to expected 50-60% of customers’
queries will be voice based because customers find easy to use it even those people who are not
well-educated. In addition, can be for the people for the rural areas to have use the voice search
by getting and immediate in voice of the any languages. This have the suggested that’s the mar
riots which is the making the effective use of this customer trends of the increasing the more
level of customer experiences and per the satisfactions by the salving any level for type of
problems after the spot sealing the service-related model.
Technology as drivers have been the main driver of the changes along with making the impact of
digitalization. This tends to have the technological revolutions by gaining more level of potential
customer with effective and efficient strategy.
With next to that’s the content developing is the considered to be the marketing approach
where companies creating and developing the defective , valuables content for attracting the
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customer towards buying of product and services. The process of marketing and performing
have the all function for creating effective marketing contents.
P3 Assessment of digital tools used by different hospitality organizations
There is level of digital tools which are variables in order to have the development of different
organization. This makes the effective use of digital marketing the tools for the attracting the
customer in order making the digital marketing successful such as-
Hub spot: Hub spot marketing have the several tools which make the proper development of
tools popup forms, web forms and live chat software for leading captures. After the companies
by sending the e mails marketing campaign by making use of the all data or information’s in
order to have the maintaining the customer relationship management which have helped in in
analysing site visitors behaviours or attitudes or needs of all those customers who have visited
sites of companies (Kinnunen, 2018). This have been the tools for adding the all in one solution
companies to have the attracting to grow the traffic and concerts leads.
Proof:
This have the major tool in digital tools for allowing the companies for the hospitality
sector by the identifying all well as examining the journey throughout the sites. This have the
pricing the tools which is the mainly have the depending the volumes for the websites traffics of
companies. In this context, it has been connected there CRM website by making the social proof
in the order to have the boosting the conversion which leads the specific diet. It allows company
to see that how many visitors have seen their content and currently how many people are viewing
their messaging and contents.
Social media:
This is having he referring as best way as the tools as being the used by the many companies if
the hospitality in order to have the attracting the customer n to the great. One of the reasons as
what companies have made, they able and making themselves beneficial in attracting customers
is people spend a lot of time in social media. The social media have he different aspects which
have the inclusion of Facebook, Instagram’s and snapchat. the firm in order to make the proper
level of implementing of stagey have their partner with the Snapchat influencers to make
“Snapisodes” that mimic TV travel documentaries. This will have the showcasing of the Marriott
hotel luxury and new properties and the bar front desk concepts.
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This can be instated as the use of different digital marketing tools which will provide proper
level of encouragement to the proper in order to reach the different websites by generating the
leads an retaining them for company in longer run.
P4 Development of E-commerce and digital marketing platforms in comparison to physical
channels
There is the high level of e commerce or the existence of online trading as due to the changing
life style along with advance technology in order to use the internet a social media platform to
the greater extent. There re several reason the hotel Marriott is using the e commerce channels as
compare to the physical channel as the due to the COVID 19 it is impossible to have the proper
interaction with potentials consumer. The countries are maintaining the core discipline of social
distancing and the hospitality sector is the most effected. On the other hand, in the existence of
such scenario the digital aspect is the way to have interactive sharing of feeling and thought due
to the busy schedule of people, the change in lifestyle, internet addiction and willingness to have
the trying to new ways for something.
Some of the digital marketing platforms which is being most used to the markets the product
and services. All the social media is considered to be soft tools by the hotel Marriott in order to
make the attracting the customer to the greater extent. This have turned beneficial to company’s
in attracting more customers are spending a lot of time of social media. On the other hand, the
large level of conventions are the place of the funds, games and competitions or development of
various context in order to capture up team.
Snapchat - The social media have the different aspects which have the inclusion of Facebook,
Instagram’s and snapchat. the firm in order to make the proper level of implementing of stagey
have their partner with the Snapchat influencers to make “Snapisodes” that mimic TV travel
documentaries. This will have the showcasing of the Marriott hotel luxury and new properties
and the bar front desk concepts.
Facebook- This have been the effective digital marketing strategy platform for the companies to
have the sharing the profile regards to the services and luxury items and pace of hotel Marriot by
providing them the option to have sharing with other.
LinkedIn – on the other hand the LinkedIn in the professionals platform which is allowing the
companies to attract the customers and aware them regarding the products by providing the
essential information for various activities which is making the Marriott sperate form other
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competitors in the market. This have been the interactive strategy to have the hiring of efficient
employees who are seeking the job in the hospitality sector by uploading the CV and get into the
effective job opportunity.
On the other hand, the physical store is considered to be the time consuming and risky aspect in
the duration of the COVID 19 as the people have the finding the various difficulty to reach the
store. In addition to that’s the firm will also face the difficult in marinating the aspect of social
distancing and risk the life and opposed the government guidelines.
P5 Develop a digital marketing plan and strategy
Executive summary
Digital marketing plan is all about the creating the solid level of connection with the audiences.
The developing of the plan will be such as the selling out the most bring products with more
creativity and innovations in order to make the proper level of introduction of the potential
customer. Due to the COVID 19, the firm have identified it as the best place to make the
potential customer have the proper understanding regarding the hotel Marriot as the golden
opportunity. The firm will have their proper level of focus on there promotion of techniques by
implementing in perfect manner.
Vision
The firm wants to be the most recognized hotel in the hospitably industry post COVID 19 by
providing the maximum level of customer satisfaction.
Mission
In order to have the enhancing the life of customer during and post COVID 19 as the part of
vacation and leisure experiences in the world.
Goals
 To have the increase in the direct sale by 20 % post COVID 19 situation
 To have the increase in the continuous flow of leads by 10%.
 To have reduction the cost of acquire new customer by 15%.
 To have the improvement in the conversion rate by 15 %.
 To have reduction in the bounce rate by 10%.
Situational analysis
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Pestle
Political Factor Economic Factor
There is the existence of more level of
ripple effect of the political instability due
to the COVID 19.
The furthermore have stands to the social
distancing aspect due to the ravel bans.
Due to the COVID 19, there is downward
movement in the economy. This have
resulted in the more level of currency
fluctuation which is affecting the tourism.
The stoppage of aviation industry in
affecting the hospitality business.
Social Factor Technological Factor
As the spending of the tourist in way of
enjoying the life style is somewhere the
positive aspect for the company.
On the other hand , lockdown have the
fearful experience as the customer are
maintaining more level of social distancing.
The digitals marketing aspect in the
creativity and innovation which is the part
of the technological development of
company.
This is helpful in gaining more level of
compositive advantage.
Legal Factor Environmental Factor
The political instability and the issues of
the new guideline of the country for the
prevention of the pandemic is creating the
negative impacts of the revenue of the film.
There is more level for standardization in
the order to have the placing the legal
compliance
There is he integration of various norming
order to have the reduction in the pandemic
by using all the level of safety measure.
There is more level of increasing for
customer preferences for the sustainable
level of hospitability.
SWOT
Strength Weakness
Having the top part of the position among
the competitors.
Ubiquitous luxury brands
Dealing with M&A for driving the
strategic analysis.
To have proactive innovation and level of
There is the little level of weakness in
understanding the American markets in
term of falling shorts in the OTA’s.
There is the negative impact of pandemic.
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strong expansion.
Opportunity Threat
To have the getting the level of customer
loyalty in the perfect manner.
The increasing level of competitions form
the new entrant.
The government guideline for hospitality
sector post COVID 19.
They have the greater level of expansion in
the global world through digital marketing.
Increase in the level of internal expansions
To have the futuristic growth through
digital marketing.
Competitor analysis
The company have the top level of competitors which have the inclusion of the Wyndham
Destinations, Intercontinental Hotels, Hilton Worldwide, Hyatt Hotels, Four Seasons Hotels and
Resorts and Millennium & Copthorne.
Forces Descriptions High/ /low
Threats of
New
Entrants
There is need to have innovative level of development
through marketing strategies with large amount of
investment.
low
Bargaining
Power of
Suppliers
Need to have the pressure in the compositeness through the
cost advantage through rivals and innovative driftnetting.
low
Threats of
Substitute
Products or
Services
The positional audience is looking for the better offers for
accommodation as the customer nowadays are more level of
price sensitive
low
Rivalry
among
Existing
Competitors
The competitor large but major is facing through Hilton. high
Bargaining
Power of
Buyers
Certain the groups of the buyer to have exercise the power
over purchasing hotel room in bulk.
high
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STP
Segmentation
The firm have segmented the millennials and the gen Z as the target who are looking for the of
physiological basis travellers who are the premium customer along with being respective
professionals who have the long term to stay in peace.
Targeting
Social media target will be done in this lockdown situation as participating in the many of
context which make the marketing interesting, the snapchat influencer will major role in
enveloping the videos lo hotel luxury assets. There will be targeting through development of
mobile application and many other discounts offers
Positioning
“We for you” will be positioning of the firm as the providing the best service to company by
looking all the safety measure for customer post COVID 19.
Strategy
There will be influencing through the social power by the introduction of trendy hashtags over
the different Twitter, Instagram, and Facebook universe are home by using the various level of
entities as the worldwide challenges. There will be # We for you in order to make the awre
customer regarding the development of the safety measure of COVID 19. There will be along
the introduction of snap chat influencers for mincing the TV travel documentarises about the post
experience at hotel Marriott and showcasing the new and luxury properties’ this each segment
will be around there just 2½ minutes, with a 10-second teaser showing images from a future
episode.
P6 Explain how omni channel marketing is used to meet business objectives
Omni channel marketing have been there promotional activities is about the approach to have the
increase in the level of sale services. The service opportunity will be done using online and
interests as the hostel Marriot have successes in the implementation of the omni channel
marketing by building their recognitions of the company in the competitive market in perfect
manner. This strategy will have the helps in there ensuring the customer satisfactions along with
making higher level of revenue for the firm. There is considering the virtual services by tending
the offering the customer as the managing the customer loyalist towards the product by drawing
the level of attention with involvement for the best services. The channel will be helpful in the
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providing the proper level of revenue growth as the customer tends o have the proper investing in
online channels and many more.
P7 Determine and evaluate the measurement techniques and performance metrics
Evaluation and measurement have been considered as the digital tools marketing aspects for the
hotel Marriott in the period of lockdown as to have the proper level of addressing valuable
customer in perfect manner. There are considered to the different methods which can be used in
there determining actual level of performance of digit marketing in term of sales and
performance of product which is helpful in measuring the critical product
Key performance indicator is tending to have the proper level of identification of the digital
marketing tool effectiveness for comparing the objectives as performing among the potentials
along targets customers. The development is done using
 Google analytic
This will be helpful in the for the marketers in terms to make the proper level of data collections,
configuration, data processing and reporting.
• Google search console
As this is term to be standardized tools with ongoing performing of the websites in order to
make the proper analysing the content in order for the proper identification of errors.
• Hootsuite
This helps in having the clear and composite level of overviewing the performance of the
company in the respective social media handle for measuring the team performance.
P8 Present a set of actions to improve performance in digital marketing
This is the situation of the lockdown have the major responsibility to analyse the tools n
enhancing the presence of digital marketing aspects. As there is the need to have rage virtual
technology which helps in developing the more skills among employees.
There will be the tends calculation of Return on Investment (ROI) and Cost to Acquire a
Customer (CAC), a campaign’s effectiveness the taking all the following action in order to
improve their performance. The bounce rates have the more measuring of the trafficking moving
in energising the site along with exist rates to the audiences for the website pages to be intrusts
on page tend click it.
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CONCLUSION
From the above fil it can be concluded as The process of promoting and services of the
organization by making the use of the internet, mobile devices and social platform is the known
as digital marketing. In order to make the customer satisfies and pleased with the services, all
the companies which have the belongingness with hospitality sectors tends to have the change in
theory as along with transforming the marketing into the digitals marketing aspects. The social
media have he different aspects which have the inclusion of Facebook, Instagram’s and snapchat.
the firm in order to make the proper level of implementing of stagey have their partner with the
Snapchat influencers to make “Snapisodes” that mimic TV travel documentaries. Due to the
COVID 19, the firm have identified it as the best place to make the potential customer have the
proper understanding regarding the hotel Marriot as the golden opportunity. There are considered
to the different methods which can be used in there determining actual level of performance of
digit marketing in term of sales and performance of product which is helpful in measuring the
critical product.
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