Digital Marketing in Lockdown: Strategies for Marriott Hotel

DIGITAL MARKETING IN
LOCKDOWN
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TABLE OF CONTENT
TABLE OF CONTENT...................................................................................................................2
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Present an overview of the digital marketing landscape and compare online and offline
marketing concepts......................................................................................................................3
Analyse the key hospitality consumer trends and insights that are fuelling the growth of digital
marketing.....................................................................................................................................4
TASK 2............................................................................................................................................5
Assess the key digital tools used by various hospitality organisations.......................................5
Examine the development of ecommerce and digital marketing platforms and channels in
comparison to physical channels.................................................................................................5
TASK 3............................................................................................................................................6
Develop a digital marketing plan and strategy to build multi-channel capabilities for Marriott
Hotel............................................................................................................................................6
Describe that how Omni-Channel marketing is used to meet business objectives for Marriott
Hotel............................................................................................................................................8
TASK 4............................................................................................................................................8
Determine and evaluating the measurement or technique and performance metrics for digital
marketing plan or strategy...........................................................................................................8
Product a set of action to improve the overall performance in digital marketing for Marriott
hotel.............................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERNECES..............................................................................................................................12
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INTRODUCTION
Digital marketing is based on the different form of marketing product as well as service that
involves electronic devices. This is the reason when it around for decades and anything to do
with proper content marketing. This documentation will discuss about the importance of digital
marketing which is mainly used in both offline, online concepts. It will describe about the
different kinds of digital tool used by Marriott hotel. It will explain the development of e-
commerce and digital marketing platform or channels. This report will describe that create a
dynamic digital plan to improve the multi-channel capabilities for hospitality industry,
identifying the effectiveness of Omni-channel to meet the enterprise goal or objective. This
report will explain the different kinds of measurement or technique to identify the performance
of digital marketing plan. However, It will evaluate the different set of actions to improve
performance within digital marketing.
TASK 1
Present an overview of the digital marketing landscape and compare online and offline
marketing concepts
Due to advancement in technology digital marketing landscape is changing continuously.
This digital marketing landscape help organization in identifying their competitors in this
competitive market. Today digital marketing is done though mobile applications, pay per click,
email marketing, search engine optimization and many more (Phung, 2019). Digital landscape
helps companies in identifying different kinds of digital tools, platform and technologies that can
be used by organizations for digital marketing. It further helps a company in understanding
products in which they want to bring improvement in as per competitors products and services.
There are two main types of marketing concepts: online and offline marketing concepts.
Online marketing is a kind of marketing which is done through email marketing, social media
marketing. Whereas, offline marketing is a kind of concept which is done through radio,
television, newspapers and many more. There is no effective and efficient way to measure
success of offline marketing, Whereas, there are many ways to measure success of online
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marketing. One of them in though Google Analytics. Online marketing is a long- term process in
order to gain great exposure, whereas, offline marketing is a short- term process. Online
marketing can help an organization to reach large number of customers in short time period,
whereas offline marketing can only help an organization to reach short number of customers that
too in undefined time period. Online marketing is one of the most cost- effective way of doing
marketing whereas, offline marketing is a bit costly.
Analyse the key hospitality consumer trends and insights that are fuelling the growth of digital
marketing.
Consumer insight is important for organizations to interpret and analyses customers
behaviour and attitude towards organization’s products and services. Organizations uses this
insight to bring improvement within products and services provided by them in order to increase
their sales and profitability in an appropriate manner. Today due to current situation of Covid-19
and lockdown insight of consumers is changing towards hospitality industry. Due to current
situation most of the customers are paying more attention to high quality of products and
services provided by organizations rather than pricing (De Pelsmacker, Van Tilburg and Holthof,
2018). Marriot need to focus upon bringing changes within their products and services and
enhance overall quality of their products and services like accommodations though sanitization
etc.
Due to lockdown today usage of social networking sites has increased. Consumer trend in
digital marketing is changing due to increasing use of social networking sites and as a result a
greater number of organizations in hospitality industry like Marriott are focusing upon increasing
social media marketing. Today a greater number of customers are focusing upon interacting with
organizations through online services for booking or gathering information due to lockdown. So
hotel like Marriott have launched chatbot services on their application and website that can be
used by customers to assist them or provide information related products and services provided
by Marriot and resolve customers problems.
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