Digital Marketing Landscape & Consumer Trends

This document provides an overview of the digital marketing landscape and compares online and offline marketing concepts. It discusses key consumer trends and insights fueling the growth of digital marketing. It also explains the key digital tools and hardware available to marketers in contrast to 'bricks and mortar' and other channels. Additionally, it analyzes the development of e-commerce and digital marketing platforms in comparison to physical channels. Finally, it guides the reader in producing a digital marketing plan and strategy to build multi-channel capabilities.

DIGITAL
MARKETING IN
LOCKDOWN

Table of Contents
INTRODUCTION.................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Discuss an overview of digital marketing landscape & compare online and offline marketing
concepts.............................................................................................................................................3
P2 Describe & analyse the key consumer trends & insights that are fuelling the growth of digital
marketing...........................................................................................................................................4
TASK 3................................................................................................................................................5
P3 Briefly explain the key digital tools & hardware that are available to marketers in contrast to
‘bricks and mortar’ & other channels................................................................................................5
P4 Analyse the development of e-commerce & digital marketing platforms as well as channels in
comparison to physical channels.......................................................................................................6
TASK 3.................................................................................................................................................6
P5 Produce a digital marketing plan & strategy to build multi-channel capabilities..........................6
P6 Discuss how Omni channel meet the business objectives in relevance with given enterprise.......9
TASK 4...............................................................................................................................................10
P7 Analyse & determine the measurement techniques as well as performance metrics in digital
marketing.........................................................................................................................................10
P8 Discuss a set of actions to improve performance in digital marketing........................................10
CONCLUSION...................................................................................................................................12
REFERENCES....................................................................................................................................13
Books & Journal:.............................................................................................................................13

INTRODUCTION
Market and competition is rising at rapid scale and it is important for organisation to
be aware about the trends and emerging situations. In hospitality sector, new businesses and
services are taking place to provide mobile services and attract customers. Marriott
International, a leading hotel enterprises headquartered in UK. The hotel provides ample
number of services as well as food and beverages with high level of quality. Digital
marketing is being an integral part of business. It is defined as use of social media and tools
for promoting advertising product. This report includes overview of digital marketing, trends
and insights that are fuelling the growth of digital marketing, digital to development of e-
commerce and digital marketing platforms marketing plan, Omni channel marketing in
measurement techniques and performance metrics for a general marketing plan, set of actions
to improve performance in DM. It is to be focused and aware about the digital marketing so
that strategies and tactics are implemented effectively.
TASK 1
P1 Discuss an overview of digital marketing landscape & compare online and offline
marketing concepts
With increasing competition and technology it has become important to adopt to be digital
marketing so that goals and objectives are achieved weather period of time. In relation with
Marriott international, they also use DM as part of business through which they are able to
carry on their function and operations most efficient manner. Digital marketing landscape is
wider and broader concept which is needed to be understood so that tool & techniques related
with the concept is being used properly (Kingsnorth, 2019).
Online marketing platforms such as internet World Wide Web social media tools are
being used by the organisation link with the customers offline marketing involves broacher,
newspapers, boarding billboards and having considered as methods of promoting advertising.
Further, with the concept and are being discussed below-
Opportunities-
Access to target customers- By adopting digital marketing within the organisation it is easy
to access and target market as well as customers at wider and broader level. In relation with
Marriott International, they are able to establish relationship with customers through this way
(Heinze, 2020).
Awareness at global level- While going with the concept, another opportunity is that
organisation is able to create awareness of the brand at global level within less period of time.

Moreover, it also helps them to explain and explore the universities within the specified
sector.
Challenges-
Limit the access- Main limitation of digital marketing is that customer can be
accessed at global level but with limited links and access security. Also, it is not possible for
them to examine and analyse customer switching behaviour as well as their attitude towards
brand or the product. It has been also seen that only a virtual relationship is being established
with the customers and which is not permanent (itz, 2019).
Competition- Other drawback of using digital marketing that technology is being
used by agribusiness sector and which also results in increasing of population for the same
purpose in relation with the selected company they also face many this during the
competition and have rivals such as the Ritz Carlton, Fairmont hotel and many more. Most of
the times, enterprise uses same strategies as well as tools for marketing which also leads to
rivalries among the sector or within the market.
P2 Describe & analyse the key consumer trends & insights that are fuelling the growth of
digital marketing
Trends in situation of market are dynamic in nature and which is to be adopted as well
as focus by the organisations so that activities are carried out properly there are various types
trends with the concept of growth of digital marketing which help enterprises to enhance and
increase the customer as well as market share ratio across the globe (Guoan, 2019).
Artificial intelligence- Technology is being changing with the blink of an eye and
there are many new software and hardware which are being introduced by the company and
are used at wider level. Many firms use artificial intelligence such as Microsoft and Google
use chat bots as well as cop k five robots to provide security and safety to the customer’s
information and data. In relation with Marriott International, they also use advanced
technology within their management system to provide total satisfaction to the end users. Use
of artificial intelligence has become a trend nowadays which attracts more and more people
towards the brand as well as product (da Fonseca, 2020).
Program advertising- This is the most emerging and trending technology which is
being used by many organisations and it is defined as automation way of selling and buying
books as well as products throw online. Company can also use technology so that it is easier
for them to sell the product the focusing on personal selling. This requires proper knowledge
and skills of marketing such as well as product and its characteristics.

Chat bot’s- Another training technology which is being used by digital marketer is a
chat boat which is program in which automated chat bots are displayed within the website
and applications. It is most effective technology as in this no special coding or skills are
required to use this or adopt this. In relevance with Marriott International, with the help of
this artificial intelligence technology they will be able to help and support customers with
their problems 24 and 7 hours. Through the use of Chat bot’s changes are also done in most
effective manner without wasting any time because different meeting is done frequently.
Video marketing- What is the most used training technology which is now adopted
by every organisation for their advertising and promotional techniques. As because
consumers and users mostly depends their time while browsing the internet and when the find
brand video, they like and also share with their friends and family. Main reason for choosing
the video marketing is that consumers have become addicted to the technology and spend
their most of the time while browsing the internet. This has also leads to growth in IT skills as
well as marketing sector at higher level. In context to Marriott international, they also adopt
video marketing with the help of different tools such as video SEO, 360 degree video and
many more (Kotane, 2019).
TASK 3
P3 Briefly explain the key digital tools & hardware that are available to marketers in contrast
to ‘bricks and mortar’ & other channels
Both traditional and modern marketing are being useful for the businesses depending
upon their decision making skills and strategies. Bricks and mortar are those processes in
which traditional and Street side businesses offers the products as well as goods to the end
users buy directly encountering them with face to face. In UK, there are many local street
shops as well as grocery stores which provide same production goods to the customers as
well as people at affordable rate. By analysing the situation, Marriott international need to be
more competitive and use tools for development of digital marketing and enhancing the
market share by reducing the competition from bricks and mortar.
Design tools- In digital marketing using of design tools is very crucial as because in
the DM creative advertisement as well as content is to be innovative when posting on social
media. In this concept, there are very sad for designing tools which are being used by another
action depending upon their needs and requirements for example canvas and many more are
some of the popular tools which are essential (Johnson, 2019).
Analytical tools- These are also important part of digital marketing as they help
companies to analyse and examine their marketing campaigns and their activities
performance. With the help of analytical tools they provide analysis and track variety of

metrics such as traffics, page views, click through rates etc. Furthermore, various types of
tools are there such as mix panel, heap analytics, Google analytics, Moz pro etc. Proper
knowledge and understanding is required to use tools so that final output is achieved in
positive manner.
Social media platforms- This is the most used technology by the enterprises for their
products and goods marketing. These are also used for implementing strategies as well as
tactics so that it becomes easy to carry out functions appropriately. There are many social
media platforms such as Facebook, YouTube, We Chat, Snap chat and many more. With the
help of these social media platforms, it is easy for companies to deal with the computers and
rivals. Also, market trending situation is known through the use of such platforms. In
relevance with chosen entity they also use the media platforms with the help of which they
are able to attract more and more customers for their business and promote their services/
brand.
P4 Analyse the development of e-commerce & digital marketing platforms as well as
channels in comparison to physical channels
E-commerce and digital marketing platforms play a vital role in business sector for
growth and overall development. It is important to be aware of search platforms as well as
concept which help the businesses to increase and enhance their performance as well as
progress level. In context to Marriott international, they also used awesome they are being
involved with the digital platforms to develop themselves as e commerce which will help
them to make strategies and tactics for the company (Ge, 2019).
Segmentation- Main rational for development of digital marketing is that
segmentation within the business sector is being increasing at rapid level. It is defined as
designing of market on the basis of different variables psychographic demographic and many
more. Segmentation in necessary so that correct market and audience are being targeted for
the product or services bus stop it is responsibility of the manager to make ensure that write
variables are used for segmentation and accordingly channels are selected. In context to
Marriott International, they divide their market on the basis of demographic variable (Scuro,
2019).
Influencer marketing- This is also another method of using digital marketing as well
as promoting a product through the influencers. With the help of influencer marketing it is
easier for company to market their product through the influencers post and blouse as they
have access to large number of customers and users. In relation with Marriott International,
they use this influencer marketing by proper analysing and examining the impact of product
on the end users.

Data driven advertising- It is the use of smart technology which is used at wider
level as with the help of this technique it is easy to influence the behaviour of target
customer’s bye socializing the data driver programs and online campaigns. Moreover through
the data driven advertising information of customers are used which secure manner without
disclosing them to any other third party and which help them to understand the actual needs
and wants of customers.
After analysing and examining the above paragraph it is seen that E-Commerce and
digital marketing a developing at large scale with the increase of customer satisfaction and
preferences. Furthermore new channels have been introduced in the business sector to
enhance and increase the growth of digital platforms. These are cost expensive method but
are used in most efficient way and also are beneficial for the organisations. It is a time
consuming process but is needed by every entity to survive in this competitive market for
longer period of time (Carvalho, 2020).
TASK 3
P5 Produce a digital marketing plan & strategy to build multi-channel capabilities
To start something new for redesign it planning is required at every phase of business.
With the help of marketing plan it is easy for enterprise to achieve growth and development
without facing any problem operations. Focusing on digital marketing concept, it is also need
to ooh conductor appropriate market research so that planning is done in most effective way.
Also a deep level of skills and high level of expertise is also required to run the process
smoothly. The competition in business is becoming tough and which give rise to multi-
channel. Through the use of multi-channel, planning can be done we're exploring more
opportunities and establishing a long network chain (Santoso, 2019).
Going with multi-channel marketing time is not easy and time as well as cost.
Moreover, this can be achieved through uses of both online as well as offline marketing
communication channels. Therefore, to prepare and produce a proper marketing plan smart
objectives are being considered as crucial part so that it is easy to carry out the plan with
appropriate decision making. Also, for implementing strategies and tactics frameworks is
applied during the process for achieving goals and objectives.
Budget Plan

SMART objectives-
Specific- The first element of smart objective is that one need to be specific as well as
analyser objectives and goals because it is necessary to be different from others. Being
specific will leads to understanding the mission and vision of the plan properly.
Measurable- Then further comes the measurable factor in which intensity of
converting the users into sales funnel is analysed properly. By measuring the performance, It
help corporation to examine the progress of objectives.
Achievable- In this element it is important to be aware that weather this set of
objectives and goals are achievable or not. This will help team members to perform
accordingly. For example- Marriott International have a monthly objectives and targets such
as they have a target of increasing their sales up to 25% of every first month
Realistic- This states that goals and objectives it has been set are to be realistic and
achieved within a period of time. It is essential for project manager to analyse whether the
goals are realistic or not.
Time bound- When task and assignments are assigned within the team auto reject it
is important to be achieved then within the time period so that further decisions can be made.
It is necessary for manager to b strict amongst the team members regarding the deadline of
the project so that they work and put effort efficiently (Culley, 2017).

In the current report, Marriott hotel is taken for ascertaining marketing requirements.
In this regard, focus is provided over two aspects development of marketing plan and strategy
to perform multiple functionalities at a time. The need of marketing within hospitality is
much needed due to the intense level of competition. There are numerous number of other
hotels that provide similar or better services along with effective marketing presence tactics.
To combat the situation and attraction of large number of new potential consumers, needed to
focus over the adoption of such strategies that not help to spread awareness but also aid in
performance of many other multiple functions such as customer feedback, market analysis,
competitors power etc. The marketing plan and strategies in relation to Marriott is presented
below:
Marketing plan
Vision: The vision of an organisation is to build the distinctive image in market where
consumers recognised the hotel as “attached with multiple facilities to meet all different needs
at one place” (Kingsnorth, 2019).
Mission: The mission of an organisation is to market the operations with the aid of
multiple options that will able to perform multiple functionalities at single time.
Objectives
 To improve the marketing presence of 40% within 2 months of time period.
 To influence more than 40% consumer’s preference through use of multiple &
multifunctional marketing platforms within 2 months of time period.
Strategies
Use of digital platforms for marketing: The first strategy for marketing is the use of
all different digital platforms such Facebook, Insta-gram and Pinterest. These not only aid in
marketing of organisational offerings but also provide an opportunity to ascertain the
feedback and views of consumers. The further impact of this has positive over an
organisation where they able to made changes in their current offerings to meet the futuristic
needs of consumers. This also associated with least amount of expenditure that
simultaneously aid in reduction of the amount of expenses (Qureshi, 2017).
Use of Omni channel of marketing: The Omni channel of marketing provides an
opportunity to a consumer that directly goes to the official website of an organisation from
the link of offer. This further improves the experience of consumers where they not have to
search for particular offerings. The direct impact of this will have in future regarding
influencing the preferences of consumer about consumption of their particular service.

Monitoring: This is the stage that includes regular monitoring of the results attained
through the use of strategies. This help in removal of deviations along with improvement of
performances (itz, 2019).
P6 Discuss how Omni channel meet the business objectives in relevance with given
enterprise
Channels play important role in business and market as because they are the ways
through which information is completed from one to another. it is important to analyse and
select the most suitable channels for the businesses so that goes as well as object is achieved
appropriately. Furthermore there are many channels which are being used by entities such as
multi channels Omni channel single channel and many more. In context to Marriott
International, they also used channels for their business objectives according to the market
research and customer preferences for their needs within period of time. Omni channel has
been affected the marketing activities of many corporations at deeper level. Main reason is
many entities are now switching multichannel to Omni channel so that they are able to fulfil
the customer expectations (Heinze, 2020).
To run business and achieve the specified mission as well as vision enterprise is also
using Omni channels to expand their business and attract more customers. With the help of
this approach it is easy for end users to have a proper interaction with the retailers as a 360
degree view. Companies are able to increase their goodwill within the market and which also
improve the customer experience. It is essential for manager to be aware about the use of
channels and changing approaches so that decision making is done in more efficiently. It is a
time for process and requires a proper market research with reliable information to avoid the
conflicts.
TASK 4
P7 Analyse & determine the measurement techniques as well as performance metrics in
digital marketing
There are various types of measurement techniques and performance metrics which
are discussed below-
Total site visit- This is most beneficial tool for measuring techniques as this reflects
the number of customers who have visited the site. To implement this properly proper
monitoring as well as tracking is to be done so the customer information and their activities
are being watched.
Bounce rate- It is defined as rate of people or number of people who have visited the
website of enterprise and leave without taking actual participate of prevailing profit to the

organisation. In context with selected enterprise, with proper analysis of bounce rate they can
prepare and implement new ways of improving their website traffic.
Traffic sources for channel- It is also important to be available the traffic sources for
channel so that more and more customers visit this site and increase the rates. Through this it
can be done we are two ways organic search and inorganic search which will help company
to identify the potential traffic during the campaign.
So, the help of measurement techniques and performance metrics it is easy to analyse
the progress and performance level of digital marketing. The above stated techniques shows
that there are ample number of ways through which organisation can grow and achieve the
overall development. Also, manager needs to be aware about this technique so that changes
are adopted without wasting any real time (Guoan, 2019).
P8 Discuss a set of actions to improve performance in digital marketing
Changes in the concept occurred at every phase of level and it is essential for manager
to be aware about the strategies and tactics used by competitors against the rivals. It is
essential to improve the performance in digital marketing so that campaigns and other
sources are used appropriately so they are very sweet actions which enhance the performance
and are mentioned below-
 Exploring the trend- Most important action which improve the performance of
digital marketing is to analyse and examine the current trends within the market
which are the adopted by all over the area and field.
 Analyse the past experiences- Reflection of past have a deep impact on business and
it is important to revise the past experiences so that all the mistakes or steps which
were used during the process are revised properly.
 State realistic goals- Then comes reaction in which it is essential to to examine the
realistic goals within the company so that resources as well as services are used
accordingly. Moreover, by defining these goals strategies and tactics are also used
within the time period.
 Content development- Then comes the content development in which appropriate
content is created for the marketing as well as advertising of the product also with the
help of content development it is easy to attract target customers for the use of
services (da Fonseca, 2020).
After a brief analysis of above matter it is stated that performance is needed to be
improved frequently and new changes are to be adopted as per the changing situations.
From the above specified set of actions it will be easy for entity 2 develop their digital
marketing campaign with effective decision making.

CONCLUSION
After brief analysis of report it has been concluded that digital marketing in the
lockdown has been rising at larger scale. And corporations can use this concept during the
lock down so that they can advertise and market their product as well as services effectively
and properly. Also, discussions have been made about planning and frameworks to develop
the E-Commerce as well as digital marketing within the organisation. In this present report, a
brief knowledge has been given about the use of digital marketing tools and other concepts
which is helpful for business to advertise and market brand.

REFERENCES
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Instagrammers on Consumer Travel Behaviour. InStrategic Business Models to
Support Demand, Supply, and Destination Management in the Tourism and
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of Polonia University,33(2), pp.28-35.
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Carvalho, 2020. The Implications of Digital Marketing and e-Commerce in the Tourism
Sector Growth. InAdvances in Tourism, Technology and Smart Systems(pp. 161-170).
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