Digital Marketing Strategies and Impact on Booking.com

Digital Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Introduction about the organisation and the digital platforms it is chosen and using.......3
P2. Brief evaluation of how generally, PESTLE will have an impact on digital marketing
champaign within the market / industry.................................................................................4
TASK 2............................................................................................................................................6
P1. What is social web. What is brand?.................................................................................6
P1.1. How generally overall organisation make use of social web for creating brand
awareness................................................................................................................................7
P2. Evaluate and highlight what and how organisation use social web to create, maintain
brand awareness and brand loyalty and make comparison with another organisation...........8
P3. Evaluation and conclusion of the effectiveness of using social web to create brand
awareness by booking.com.....................................................................................................8
TASK 3............................................................................................................................................9
Critical evaluation of how traditional marketing and digital marketing is integrated for
achieving strategic objectives.................................................................................................9
Advantage and disadvantages of Traditional marketing......................................................10
Advantage and disadvantages of Digital marketing.............................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing is the modern solution for the modern marketing problems and
inefficiency. Digital marketing concept became popular in recent decades with development and
evolution of technologies and business practices took place. It is the process of conducting
marketing by making use of potential digital resources and newly developed marketing notion
which are rapid in nature and renders better productivity (De Pelsmacker, Van Tilburg and
Holthof, 2018). The report is based on booking.com a online travel agency for lodging services
which was founded in 1996. The company is a primary source of revenue for US based booking
holdings, it is headquartered in Amsterdam, Netherlands and area served is global. The report is
based on digital marketing techniques and tools used by Marks & Spencer. PESTLE analysis is
conducted for making evaluation of the general impact it imposes on digital marketing in the
industry. At last, traditional and digital marketing phenomena's are compared with suitable and
relevant examples.
TASK 1
P1 Introduction about the organisation and the digital platforms it is chosen and using.
Booking.com is travel service provider which was founded in 1996 in Amsterdam as a
small Dutch start-up. The company is currently headquartered in Netherlands and have been
serving to global customer base. From the small Dutch start-up to world's leading digital travel
organisation the journey is going on of Booking.com.
The mission statement of the company states “to make it easier for everyone to
experience the world”. The company is deals in the industry through its online existence and
make huge investments in technology which enable the firm in taking up the friction of the travel
sector. Booking.com works seamlessly for connecting millions of people and travellers with
unforgeable life experiences by offering them giant range of a portfolio with varied types of
travel options according to budgets and offering a true insights of incredible placed to live and
enjoy their vacations away form home and in unknown environment.
Booking.com has the largest travel market place and customer base attracted to it
belonging to separate segments thus, the entity has access to properties of all sizes and types
present in different locations around the world. Booking.com aims at attracting the global
audiences and make their business grow as much as possible by attracting and exploring all

opportunities. Digital platforms are the major tools which company uses and make its presence
for serving the global audiences. Through digitalisation and digital tool the entity is being
placing its servicing in around 43 languages and renders support to clients for 24*7 and 365
days.
P2. Brief evaluation of how generally, PESTLE will have an impact on digital marketing
champaign within the market / industry.
PESTLE analysis is a tool or a framework that is used for conducting external
environmental analysis and gathering information about the impacts those factors can impose in
the given industry and the beginning organisation. The framework has six basis elements which
covers separate area of the external business environment and showcases their influence on the
businesses operating in the industry. These factors are elaborated below in context of impacts
imposing on digital marketing strategies of tourism and travel field of hospitality and on
Booking.com a organisation operating in the similar segment (Herhausen and et. al., 2020).
 Political- The political environment is a relevant factor for organisations and industries
dealing in any offering. The company's and the industry have to overlook on the political
factor. The impact of it on digital marketing campaigns of travel and tourism sector and
businesses is very significant as they need to gather information about all the laws and
regulation imposed in specific regions in regards with digital marketing. For instance,
booking.com when developing digital campaigns for Indian markets have to go through
the political aspects for being safe from any legal charges caused due to lack of
information and unintentionally. Recently, Brexit took place in which has plus beneficial
impacts politically over businesses. In digital trade as well businesses like booking.com
and their international trade is affected now they have to comply with UK and EU laws at
the same time.
 Economic- The economy of different regions is unique and has diversified treaty on
businesses as per their industry and sensitivity they imposes on the market. That is the
case with digital marketing campaigns, travel and tourism industry businesses have to
look over the economic conditions of the region and accordingly make their plans to offer
in the digital marketing advertisements so that appropriate customer base can be attracted
and supported. For instance, while booking.com enters a new market company needs to
overlook all the economic factors like inflation rate and unemployment rate in order to