Digital Marketing in Lockdown

Digital marketing in lock down
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Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Overview of digital marketing and comparison between online and offline marketing........3
P2 Key hospitality trends and insight in growth of digital marketing.........................................4
P3 Digital tools used by hospitality company.............................................................................5
P4 examine development of e commerce and digital marketing with comparison of physical
business........................................................................................................................................6
P5 Digital marketing plan for Marriott hotel...............................................................................6
P6 How omni marketing channel is used to meet Marriott hotel objectives...............................7
P7 Determine and evaluate measurement technique and metrics for digital marketing plan......8
P8 Action to improve performance of digital marketing in Marriott hotel.................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
The digital marketing era is rapidly growing to a great extent. It has transformed way of
marketing of products and services for business. Now, technology and Internet has become a tool
for business growth and development. It has provided a platform to attract large number of
people. Through it, product awareness is generated quickly via use of social media, e mail,
internet etc there are various types of digital tool which are being used in it.
The report will lay emphasis on comparison between online and offline marketing. Also, it
will describe about trends and insight in growth of it and digital tools used by hospitality
companies. Moreover, it will be explained on development of e commerce along with it. Besides
that, it digital marketing plan of Marriott hotel is mentioned. In addition, description of omni
channel marketing and metrics to measure performance is discussed.
P1 Overview of digital marketing and comparison between online and offline marketing
Digital marketing refers to use of Internet and other social media resources to advertise
product and services. With technological advancement there has been change in things of doing
business. Now, in every business function technology is used which has enabled in ease in doing
of operations. Similarly, digital marketing has emerged as a concept that has revolutionised way
of marketing. The companies are using Internet to reach target customers and promote their
products and services. For that various tools and techniques are used. Moreover, area of digital
marketing is wide. It includes many things such as SEO, SEM, pay per click etc there is high use
of mobile, computer and other tools to promote product. Along with it, digital marketing plays
vital role in creating awareness. It leads to rise in leads and traffic on website. Thus, sales and
profits increases.
It is identified that there is difference between online and offline marketing. This is
analysed as below
Online Offline
In this marketing is done via various sources
such as internet, e mail, social media etc
Here, marketing is done through
sources such as newspaper, magazine,
template etc
With it large number of people can be
attracted and promotion is done in effective
In this only limited number of people
are attracted.
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way
It allows company to generate awareness
quickly
The new product awareness generated
is time consuming.
It is a cost effective method of marketing Here, it requires huge funds to market.
There is a two way communication in this It is only one way communication.
The outcome can be measured with help of
various metrics such as landing page, site
page analysis and other
The outcome can not be measured as
there in no data and info available.
P2 Key hospitality trends and insight in growth of digital marketing
Hospitality sector is rapidly growing in present times. There are various types of services
which is being offered to people. Alongside, in this sector there are many sub sector as well that
operates. Thus, with rise in trends industry growth is expanding. New ways are identified of
marketing of services.
It has been analysed that there are several key trends and insight which has emerged in
digital marketing. This has led to change in way and technique of marketing. With it there is rise
in growth of digital marketing. Therefore, the insight are as follows
Video and content marketing- this is a major trend which is emerging in hospitality sector. In this
marketing is done via creating videos of hotel rooms, design, experience of customers etc. The
video is uploaded in You tube which provide a new way of advertising. Through it, visual
content is shown. Likewise, in content marketing info of services in written and presented in
attractive way. Also, images are inserted into it. This enables in creating awareness about new
services to people. Both these trends has led to growth of digital marketing.
Chatbots- it is also a trend in which artificial intelligence is used. They help in giving a new
experience to customers on by chatting with them and providing info about new products and
services. So, on various social sites the chatbot are displayed which interact with customers.
Thus it has resulted in growth of digital marketing. Various companies in hospitality sector are
using chatbot to attract customers.
Experiential marketing- this is a type of marketing in which entire process of booking and
delivery of service to customer is shown. In this there are many types of medium which is used
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