Digital Marketing in Lockdown

This report explores the impact of digital marketing in lockdown and compares it with offline marketing. It focuses on the hospitality industry, specifically Hotel Marriott, and discusses key trends, insights, and digital tools used. It also examines e-commerce and digital marketing channels in comparison with physical channels. The report includes a digital marketing plan and strategies to improve performance.

Digital marketing in lockdown

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1- explanation of digital marketing landscape and comparison between offline and online
marketing concept..................................................................................................................3
P2- key Hospitality customers trends and Insights that are fuelling the growth of digital
marketing................................................................................................................................4
LO2..................................................................................................................................................5
P3- Key digital used by Hospitality companies...................................................................5
P4- develop and examination of the e- commerce and digital marketing channel in
comparison with the Physical Channels.................................................................................7
LO3..................................................................................................................................................8
P5- Digital marketing plan.....................................................................................................8
P6- Omni channels for marketing........................................................................................10
LO4................................................................................................................................................10
P7 Measurement Technique and Performance Metrics for digital marketing plan and strategy
..............................................................................................................................................10
P8 Actions to improve performance in digital marketing....................................................12
CONCLUSION..............................................................................................................................13
REFERENCE.................................................................................................................................15

INTRODUCTION
Digital marketing is a way to promote brands and products online and through other
digital channels. Most businesses have a specific audience they are trying to reach, and digital
marketing aims to help businesses reach these target consumers through the internet and other
digital avenues.
This report will cover the Cases study of Hotel Marriott which is one of the top
Hospitality service provider, and they are having presence in all over the world. This report will
present the overview of digital marketing landscape and compare offline and online concepts.
It will include trends and key digital tools used by the company. This report will also analyses
e- commerce and digital marketing channels and also develop the digital marketing tool for
the Hotel Marriott. This report will provide information about the Omani channels and also
include measurement techniques and the performance metric for the digital marketing plan
and strategies. In the end of this report will show the set of actions to improve digital
marketing of the Hotel Marriott, so they can take competitive advantages in the market where
they are operating their business.
LO1
P1- explanation of digital marketing landscape and comparison between offline and online
marketing concept
Digital marketing is the powerful marketing tool which is used by the business
organization to promote their product in the market to show their presence and take
competitive advantages.
The year 2019 was the driving closer and it was the content evolution for the product
advertisement landscape continues to change the ways to run the digital marketing by the
companies and there are many new tends in the digital marketing used by the big brands and
make easy for the companies to send their message to the customers through the digital
marketing But in year 2018 there was less than 20 percent of the business was implemented the
new trends in the digital marketing and this fact create the controversy (Ailawadi and Farris.,
2017). People watch the new trends in the digital marketing which can be expected top create
the proper waves in the future but this usually stick on the older path.
The year 2020 is the biggest threat for the every business and it also affect on the
business because of the Worldwide. This create problems for the offline marketing and offline

brands because they are not able to run their business in lock down but so of the business who
are having online business and promotional channels get the benefits and digital marketing
was very useful for the business because offline marketing is not possible in lock down.
Online and offline marketing
Online Marketing Offline marketing
 Online marketing is the new way to
promote the product on the digital
platforms (Bowie, Buttle Brookes and
Mariussen., 2016). This makes easy for
the companies to reach to their desire
customers who can buy their products.
Companies can also run their marketing
campaign on the social media platform
and show their digital presence. The
online marketing orb the digital
marketing is more cost saving and
times save for the companies, and they
can target their customers according to
the age, interest, education etc.
 Offline marketing is the traditional
marketing in which marketers of the
company visit the markets and share
their market directly to the customers.
This takes times and it also costly for
the company. This takes times to get
better outcomes as compare to the
digital marketing. TV advertisement
and news parer marketing is also part
of it and purt6 give the advertisement
for the company they have pay high
funds to the channels.
P2- key Hospitality customers trends and Insights that are fuelling the growth of digital
marketing
There are many customers trends and the insights which are increasing the growth of the
the digital marketing increasing the business growth as well. Hotel Marriott is one of the Top
Hotel in the Hospitality industry, and they are having the good presence in the international
market (Buhalis and Sinarta., 2019). Hotel Marriott should use the new customers trends to
grow their digital marketing and thy can take the competitive advantages.
Online booking sites
Online booking is common nowadays and this trendy among the customers because
they can book their Hotels and accommodation in the Hotel Marriott without going their. This
provide the surety to the customers that when they will visit the Hotels then their hotel Room
will be ready. This is marking easy for the customers of the Hotel Marriott to book their Hotel

and take accommodation services. Company should promote their online suites, or they
collaborate with the other booking sites to grow their business digitally
Online Traveling Agent
they have had minimum three major impact on the hospitality industry , the first ion is
that they have altered Distribution channels By the Booking Holding and the Expedia are
such h that this companies have almost replaceable the hotel brands and the Second is to
build the solid relations with the travelers now the Hoteliers have to pay money to get the
access to their customers and thereby leading a thinner profit margin for the former. This is
also faced by the Hotel Marriott, but they can also attract the customers through the Influences'
ad save their profit margin from the customers (Chaffey and Smith., 2017). Influence can help
to get the access to their customer, and they can make the new customers.
Digitized Guest Experience
Apps, in particular, are increasingly important in the way hoteliers manage the services
they provide to their customers and can now control many aspects of the guest cycle and
experience. This makes easy for the customers see the services by the Hotel Marriott, and they
ca also get the discount voters to get the huge discount on the booking of the hotels and get
some benefits and customers can save some money through the application by the Hotel. Hotel
Marriott have their own application where people can use the various services and book their
hotel immoderately without having any t][kind of issues in the Hotels booking through the
application of the company.
LO2
P3- Key digital used by Hospitality companies
There are Hospitality companies which are top in the whole industry, and they are
competitors of the each other Hotel Marriott and Hotel Hilton. Both are using the various tools
and digital marketing platforms to run their marketing campaign and this is helping them to
take competitive advantages (Chaffey., 2019).
Hotel Marriott Hotel Hilton
Snap-chat
 Scapchat is the social media platform
where billions of people use this
application for the chatting and
Facebook
 Facebook is one of the best platform for
the Companies to get their product
promoted and Hotel Hilton is also using

posting snaps, Hotel Marriott has
promoted their company through the
Snapchat influences, and they used to
show the new and luxury property of
the Hotel Marriott and some of the
video influences visit the Hotels and
who is Moxy and in that they show the
Hotels bar and it was the promotional
activity for the Hotel Marriott
this application to promote their Hotels
and run their campaign (De
Pelsmacker, Van Tilburg and Holthof.,
2018). The campaign on the Facebook
helps them top get the new customers
who can take the Hospitality services
from them and helps them to achieve
their business goals and their
objectives in the market where they are
operating their business.
You Tube
 You Tube is the platform where
nowadays companies are focusing to
promote their products. And the Hotel
Marriott also one of them. This
company has collaboration with the
some of the influences and one of
them is Jackson harries from the
jacksGap who have the more than 4
million subscribers and one more
vloggers from the you tube also
promote their company is Casey
Neistat who is vlogger and make the
traveling vlog as a content (García,
Galindo and Suárez., 2018).
Instagram
 Instagram is also an social media
platform where Hotel Hilton is active
with the 316 K followers which helps
them to promote their activities, and
they used to post the photos and
videos on their account and share the
guest experience, and they are also
having contact with the some Instagram
influences who share their experience
in their post by tagging the Hotel
Hilton. This is best way to make new
customers for the company, and they
are able to show their presence in the
market. The Social influence-rs get
money for the every post and
promotion on their account and Hotel
Hilton is mostly promoting their
company on the Instagram platform
only.

P4- develop and examination of the e- commerce and digital marketing channel in comparison
with the Physical Channels
E-commerce channels and the digital marketing channels have huge impact in the
business of the Hotel Marriott because it has the capability to bring huge ordinance for the
company and make the easy for the customers to access the services of the customers. Hotel
Marriott is also using the digital channel and Physical channels like face to face marketing
and offline marketing channels like news, TV and their physical channels but the mainly
used by the company is their digital marketing and e commerce site because this is the best way
to promote their campaign and they can also target the customers and they can get the better
outcomes as compare to the Physical channels (Lee., 2020). Physical channels are also useful
but it can cost more as compare to the digital marketing channels and company have to wit
longer to get the success in their marketing. This channels does not have the selected targets
because their buyers or the customers of the Physical channels will see their advertisement it
does not matter if they are interested or not. If they are watching something then they have to
watch the advertisement but in the digital or the e- commerce sites have different criteria.
E-commerce websites - this websites are used to sell the product and provide the
information about the brand. Hotel Marriott also have their e- commerce website where
customers can know about the Hotels and thy can see the activities which are available in their
hotels and they can also book their room at the Hotel Marriott. This helps yo create profit for
the company and they can show their presence in the market and take the competitive
advantages (Munjal and Bhushan., 2017) . Digital marketing channels - Digital marketing
channels and are also different from the Physical chains because in the digital marketing
channels if Hotel Marriott want to run their campaign than they need the internet and this can
be useful for the company because it is less costly and save the time of the company, and they
can also target the audience according the interest, genders and other dimension which the
company want to target. This makes easy for the company to analyze how many people have
been watch their advertisement and how many are interest to visit the Hotel Marriott and take
the accommodation from the company

Physical channels – Physicals channels alike TV advertisement, newspaper and
magazines which doe not need the internet but it is costlier as compare to the digital marketing
tools.
LO3
P5- Digital marketing plan
Mission
“To enhance the lives of our customers by creating and enabling unsurpassed vacation
and leisure experience”
Vision
"To be the World's Favorite travel Company."
Objectives
 TO expand business into new location till the end of 2021
 To enhance the companies sales by the 20 % till 2021.
 To enhance Profit of the company by 15 % till the end of 2021.
Budget planing of the campaign
To run this marketing campaign for the Marriott internal Estimated budget of this digital
marketing campaign is 60000 and marketing team of the company will use 100000 top promote
their marketing message in different countries where they want the expand their business
(Khurana., 2017). 300000 will be used in the new equipment to increase productivity and 100000
for implementation and training for the employees which will include this leading to use those
equipment. Other money 10000 will used for the market research so the marketing campaign
can be useful and company can achieve their goals and their target which they want to achieve
through the marketing campaign and achieve success in their business.
Strategic STP plan
Segmentation
Hotel Marriott will use the marketing plan which is based on the lifestyle of the people
and their target will be the people who like to travel and This will attract the Holiday seekers to
enjoy their holiday in the Hotel Marriott.
Targeting

Target market of the company will be Asian countries where they are already having the
Hotels and they are planing to open their more hotels for the expansion. Asian countries have
better culture and adventurous places for the Holiday seekers.
positioning
Companies position strategy is that they want to enhance their position in the UK market
where they are having Hotels and good reputation (Payne, Peltier and Barger., 2017). Company
will run their campaign in the UK market so they can get the people who will be ready to take
their holiday package and help them to achieve their objectives an their goals.
Tactics ( Marketing mix)
Product
Hotel Marriott is their luxury services and their new holiday packages in which
customers will get the high class accommodation services so they and enjoy their holiday. This
will also help the company to increase their profit and they will able to take competitive
advantages.
Price
Company will use the competitive pricing strategy for this holiday package and
customers will able to save some money and enjoy their holiday.
Place
place will be their Asian Hotels where people like to visit and they will target the people
of the UK for this Holiday Campaign.
Promotion
Hotel Marriott will use the digital marketing tools to promote their campaign which is
Holiday Seekers s o they can target the people according top their lifestyle.
Monitoring and controlling
Feedback
Company will use feedback techniques to know how their marketing plan is performing .
They will take review from the employees who are working in the Hotel Marriott to measure the
performance of the campaign. This will help them to understand their mistakes in the campaign
and company can recover through making new strategies.

P6- Omni channels for marketing
Omni-channel is defined as a multi-channel sales approach that provides the customer
with an integrated customer experience (Wagner, Schramm-Klein and Steinmann., 2020). The
customer can be shopping online from a desktop or mobile device, or by telephone, or in a bricks
and mortar store and the experience would be seamless.
Hotel Marriott is also using the Omni-channel, and they are having online website
where people can book their accommodation the Hotels and enjoy the services from the Hotel
Marriott.
This makes easy for the Hotel Marriott to meed the demand and needs of the customers
through Omni-channel.
LO4
P7 Measurement Technique and Performance Metrics for digital marketing plan and strategy
Measuring techniques allows Marriott hotels to measure success of its digital marketing
plan and strategy that they have employed in their marketing campaign. Performance metrics
allows to analyse digital marketing activities of the Marriott hotels (Saura, Palos-Sánchez and
Cerdá Suárez, 2017). There are several ways through which Marriott hotels can measure its
digital marketing success and strategy. Some of them are;
Overall website Traffic
This is most important measurement technique and performance metrics. This technique
is based on the approach that increasing and improved marketing efforts will lead to increased
traffic on the website of Marriott hotels. Website of Marriott hotels hotel also works as a sales
platform and this will also allow understanding changes in customer number through the traffic
on the website of the Marriott hotels. This is an important indicator because website of the
company also serves as home of the company and website also provides all type of requisite
information and this creates possibility that increase in customer engagement through marketing
efforts will lead them to website of the Marriott hotels. Traffic of the website will allow to know
whether digital marketing efforts have succeeded or not.
Traffic by Source

Traffic by source allows Marriott hotels to know from exactly the visitors are coming
from. There are several sources and specially those where digital marketing is employed by the
company. generally there are four sources which lead viewers to the website of Marriott hotels.
These sources are;
Organic Search- This means that visitor clicked on link on social media and result of the search
brought them to the website of Marriott hotels.
Direct Visitors- This means that users and visitors directly searched website of Marriott hotels
through its URL link.
Referrals- This means that users and visitors were brought on the website of Marriott hotels
when they were searching at some other link (Pham, 2019). This means they reached to website
of Marriott hotels through other website.
Social- This means that users visit the website of Marriott hotels after finding the content and
promotions on social media sites.
This is important and very useful technique that Marriott hotels can apply for measuring
success of digital marketing. This is because this will allow Marriott hotels to identify at what
source its digital marketing and promotional efforts have succeeded and what sourced of digital
marketing requires improvement in order to increase traffic on the website.
Bounce Rate
Measuring source and traffic is not the only way through which Marriott hotels can
measure its digital marketing success. Bounce rate is also a strategy through which Marriott
hotels can identify and measure its success. This is a negative way of measuring success of
digital marketing efforts because as traffic is expected to be increased through digital marketing
Marriott hotels expect bounce rate to reduce to minimum. Bounce rate refers to rate metrics
which includes percentage of people who leave from the websites after viewing only one page
(Saura, Palos-Sanchez and Correia, 2019). In case this rate is less this is positive indicator but in
case this percentage is higher this means that site of Marriott hotels takes time to load, viewers
immediately did not found what they were looking for and error page loaded. In case the content
is not interesting viewers also leave the page. These all are situations that suggest that Marriott

hotels require improving content and quality of its website to decrease the percentage of bounce
rate.
These are some of the techniques and performance metrics through which Marriott hotels
can analyse success of its digital marketing and Omni-channel marketing strategy.
P8 Actions to improve performance in digital marketing
Marriott hotels presently employs Omni-channel marketing that provides overall digital
marketing solutions and integrate different marketing channels and platforms. Along with this
Marriott hotels can take some of the actions to improve its performance in digital marketing
(López García and et.al., 2019). Actions that Marriott hotels can take are as follow-
Tracking social Channel
This is an important way to improve performance in digital marketing. This is because
social media channel allows viewers and users to take immediate action and engaged with the
content immediately. This is why tracking social channel and measuring engagement of users
and viewers in form of like, comment and share will give an idea to Marriott hotels whether their
content is attracting or not. Because users will only engage with the content and social media
marketing of Marriott hotels when they content is able to attract attention of the users and
encourage them to get engaged with the content. In case user engagement is less this gives an
idea and Marriott hotels can take action in direction of improving the content on the website (De
Pelsmacker, Van Tilburg and Holthof, 2018). The actions taken by users that Marriott hotels can
track are number of shares and repost by leads, by influencers and number of impression on the
content.
Diversification of Digital Marketing
This is another important action that Marriott hotels can take to improve its digital
marketing efforts. Marriott hotels focuses on multi-channel digital marketing strategy but
focusing on diverse channel will deliver better results. This is because traffic on the website
come from diversified sources and this is important that in employing its digital marketing
Marriott hotels focuses on different channels so that all different channels can attract attention of

the users and lead them to website of Marriott hotels. Successfully utilizing different channels
will offer better opportunity to Marriott hotels to increase traffic and customers.
Developing unique content creation strategy
With increasing marketing efforts of all types of businesses including hospitality
organisations in digital form using content users and viewers got used to different type of content
on social media sites. This is why it is very important that Marriott hotels employ a effective and
unique content creation strategy which is attractive for customers and able to engage users with
the content (Castilho, 2019). Digital marketing have special place for content and this is
important for businesses that they specially focus on their content that it should be unique and
attractive for customers. Content is one of best way to improve digital marketing performance of
the Marriott hotels because content works as a tool through which Marriott hotels can express the
value that it provides to users and customers. Effective use of user generated data is also
important because this data is more trusted and valued by users and potential customers. This is
why it is important that user generated data is creatively and strategically used by Marriott
hotels.
CONCLUSION
On the basis of above discussion it can be summarised that digital marketing is providing
several benefits to organisations along with many opportunities. Presently digital marketing has
proved to be more successful than traditional offline marketing strategy. This report discussed
about digital marketing its opportunities and what are the differences in online and offline
marketing along with trends of digital marketing. Report also discussed about insights of digital
marketing that is fuelling growth in hospitality sector. This is because organisation discussed in
the report Marriott hotels operates under hospitality industry. Later report discussed about tools
that are used by hospitality organisations in their digital marketing. Later comparison was also
undertook in the report in context of development of digital marketing channels and physical
channels. This report also included a digital marketing plan for Marriott hotels and how it can
measure success of its digital marketing activities and actions to improve digital marketing
strategy.

REFERENCE
Books and Journal
Ailawadi, K. L. and Farris, P. W., 2017. Managing multi-and omni-channel distribution: metrics
and research directions. Journal of retailing.93(1). pp.120-135.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Taylor &
Francis.
Buhalis, D. and Sinarta, Y., 2019. Real-time co-creation and nowness service: lessons from
tourism and hospitality. Journal of Travel & Tourism Marketing.36(5). pp.563-582.
Castilho, R.V., 2019. Digital marketing performance measurement: how good marketing
performance measurement practices can increase firm's performance (Doctoral
dissertation).
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chaffey, D., 2019. Digital marketing. Pearson UK.
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.
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.
García, J. A. C., Galindo, A. D. V. and Suárez, R. M., 2018. The effect of online and offline
experiential marketing on brand equity in the hotel sector. Spanish Journal of
Marketing-ESIC.
Lee, J., 2020. Accelerating Organisation Culture Change: Innovation Through Digital Tools.
Emerald Group Publishing.
López García, J.J and et.al., 2019. Digital Marketing Actions That Achieve a Better Attraction
and Loyalty of Users: An Analytical Study. Future Internet. 11(6). p.130.
Munjal, S. and Bhushan, S. eds., 2017. The Indian hospitality industry: Dynamics and future
trends. CRC Press.
Opresnik, M. O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer. Cham.
Payne, E. M., Peltier, J. W. and Barger, V. A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement. Journal of Research in
Interactive Marketing.
Pham, Q.H., 2019. Digital Marketing Planning: Case Blooming Grace.
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
Wagner, G., Schramm-Klein, H. and Steinmann, S., 2020. Online retailing across e-channels and
e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-
commerce environment. Journal of Business Research.107. pp.256-270.