Digital Marketing: Overview, Customer Trends, E-commerce and Multichannel Strategy

This report provides an overview of digital marketing landscape, customer trends, e-commerce and multichannel strategy for Hilton Hotel. It includes assessment of key digital tools, comparison of online and offline marketing, and development of digital marketing plan.

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................4
P1. Overview of digital marketing landscape and comparison of online and offline marketing
.....................................................................................................................................................4
P2. Determination and analysation of customer trends and insights related to growth of digital
marketing ....................................................................................................................................5
TASK 2............................................................................................................................................6
P3. Assessment of key digital tools and hardware which are available to marketers in contrast
to bricks and mortar....................................................................................................................6
P4. Examination of development of e-commerce and digital marketing platforms and channels
in compare to physical channels.................................................................................................7
TASK 3............................................................................................................................................7
P5. Development of digital marketing plan and strategy for building multichannel capabilities
.....................................................................................................................................................7
P6. Explanation of evolution of omni channels .......................................................................10
TASK 4..........................................................................................................................................11
P7. Determination and evaluation of measurement techniques as well as performance of
metrics in digital marketing......................................................................................................11
P8. Presentation of set of action to improve performance of digital marketing ......................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing refers to advertising through digital channels like search engine
optimisation, social media platforms, emails, websites and many other digital tools (Alam,
Wang, and Waheed, 2019). These tools helps business to endorse their products and service
through online channels. It has global reach as with use of this marketing, business can reach to
customers even in different countries. This types of marketing contain less cost and increase
conversion of rate as it convert random visit into real customers. This project report includes
analysation of Hilton Hotel which is American Hotel group which is providing their service in
different countries. Hilton Hotel group was established in the year 2019 by Conrad Hilton in
United States. This project reports includes analysation of understanding of opportunity,
channels as well as impact of digital environment. It examination digital tools, performance,
channel and comparison of these with bricks and mortal as well as other channels. It describe
was in which digital marketing activities organise and build capability of multichannel of an
organisation. Moreover, it evaluate method of monitoring as well as measuring digital marketing
effectively.

TASK 1
P1. Overview of digital marketing landscape and comparison of online and offline marketing
Digital environment landscape
Digital marketing landscape refers to collective name for email, social network, websites,
videos, mobile device and many more. These tools assist an organisation to sell their products
and service. It helps business to compete in market with competitors for increase more market
share with use of technology in an organisation (Arkhipova, and Gurieva, 2018). It helps
business of Hilton International for various reason which are as follows:
Awareness of wandering landscape: Customers are in digital landscape but they are not aware
of path and places of company. Awareness can be generated with something which is depended
on digital display ad or social media post. They can also be aware with real world like through
word of mouth from family and friends and television advertisement. It can be done through
different touch point like online ads, billboard, tv, radio and many others.
Search for selecting a path through landscape: In next stage of customer journey, customers
can move from awareness to position through active interest as well as search. In digital
marketing landscape, customers commits to specific route. Digital marketing landscape become
complicated for business if customers has variety of routes. Touchpoints in this stage includes
search engine, search through social media, Search through e-commerce sites.
Research of places for browsing: Research stages in one which includes more details of digital
landscape. In this, customers are comparing sites of business by looking prices through different
methods like browsing sales rack, shop windows. In includes touchpoints like customer review,
on-site content, social media and many more.
Conversion of going out to checkout: In this stage, customers are more zoomed in and
experiencing digital landscape on macro level. Digital checkouts make is more flexible as
customers can shop with carts and payment options (Arni, and Laddha, 2017). There are
different touchpoints in it like brand websites, mobile app, e-commerce sites and many more.
Advocacy to back into landscape: There are different options to be available to customers with
which they interact. Different touchpoints to be included in this stage like seller's apps, social
media, word of mouth.
Difference between digital marketing and offline marketing

Online marketing Offline marketing
Online marketing is focused with content Offline marketing is concerned with product.
Online marketing includes tools like social
media, web content, search email and many
more.
Offline marketing consist different tools like
phone centre, mass media, telephone.
In this marketing, customers communicate
through social media, chat, emails and many
more.
In offline marketing, customers communicate
with mobile number, staff.
This marketing is cost effective for business
(Kannan, 2017).
It consist higher marketing cost in business.
It helps business to reach directly to
professionals of industry as well as market.
It does not allow business to directly reach to
professional because of some reasons.
P2. Determination and analysation of customer trends and insights related to growth of digital
marketing
Digital marketing trends are always works for business and provide them opportunity.
Behaviour of customers towards digital marketing is more positive which provide opportunity to
business (Verma, Malik, and Khanna, 2020). There are various trends take place related to
customers which helps digital marketing. There are various technologies used by business for
leading digital economy which helps to promote touchless solution in different parts of world.
Different customer trends and insights related to growth in digital marketing are mentioned
below:
Artificial Intelligence in marketing: Artificial marketing is one of latest customer
trends which is used in every aspect of lives of a person. Most of customers in today's tie are
suing internet and interact with AI. It is a complex algorithm which learn from large numbers of
data about a specific topics and understand pattern which is best work. Capability of learning of
AI provide ability to programmer for introducing changes in outcome with use of techniques in
Artificial Intelligence.

Augmented reality: Augmented reality refers to an interactive experience of real world
environment where objectives of real world can be enhanced with computer generated
information (Key, 2017). It includes different features like consisting real time interaction and
also combination of real as well as virtual worlds. It also includes accurate 3D registration of
virtual and real objects.
Programmatic Advertising: Programmatic ad buying includes use of software for
purpose of purchase of digital advertising. It includes traditional methods like human
negotiation, quotes, request for proposals and programmatic buying. Programmatic advertising
includes use of AI which helps them to specific audiences.
TASK 2
P3. Assessment of key digital tools and hardware which are available to marketers in contrast to
bricks and mortar
Digital platforms are those online business which helps business to make thing happen
sooner for commercial interaction between two or more people for purpose of trade. Digital
marketing communication is essential for understanding customers. It helps in devising products,
promoting and setting prices with different channels for making them available at near places,
processing activities as well as encouraging people for market them among customers. Digital
marketing consultant in Hilton Hotel can use digital platform like social media, media share,
service oriented and many more for purpose of identifying and influencing them to purchase. It
helps to monetise underutilised assets as well as decrease transaction cost which leads to earning
more profit. Earlier, Bricks and Mortar channels are used in Hilton Hotels which is traditional
method for business which offer products and service to customers through face to dace in stores
and offers of company (Leung and Mo, 2019). With increasing use of technology among
customs requirement of use of digital marketing in organisation arise in Hilton Hotel.
Content Curation tools: It is application which helps business to find and share relevant as well
as valuable content which helps them to search for content based on topics and influencer who
has shared content. It helps business to saves their time by recommending content which helps
them to find relevant audience. It helps business of Hilton Hotel to adds values to their audience.
In order to create unique post, managers of Hilton Hotel needs to invest their time. Curation tools
helps business to fill gaps between satisfaction of customers and other physical tools.

Search Engine Optimisation: Search engine optimization if a modern marketing tools is more
effective in compare to bricks and mortar tools. SEO is required by marketer for various purpose
and provide various benefits to an organisation. Search engine optimisation refers to process of
improving quality as well as quantity of traffic to websites of business. It helps Hilton Hotel to
bring right audience to their websites which purchase their products and service.
P4. Examination of development of e-commerce and digital marketing platforms and channels in
compare to physical channels
The evolution of e-commerce is considered as an important factor which has increased the
importance of digital business in recent times. In Current competitive scenario the e-commerce
principles play a key role by providing quick solutions to different customers. The evolution of
information and technology has created a good impact on digital business which has led to
development in e-commerce (Özoğlu and Topal, 2020). In current scenario as a result many e-
commerce companies are working in the market and using digital technology. The examples of
famous e-commerce companies in that are functioning with full fledge operations are Amazon
and e-bay. Globalisation is also one of the major reasons that has created opportunities in digital
business. It brings changes for dealing in business activities across borders as well as enhance
participation of different countries.
The technology is getting advanced with the passage of time and many companies are
transforming into digital business from traditional business. It is also important for the
organisation to deploy professional IT experts in digital business operations for conducting
ethical business. In recent times the importance of digital business is increasing day by day so
many companies are transforming into digital business.
The future belongs to e-commerce industry as it is one of the most effective and efficient
way or method to perform business operations and functions. With the evolution of time e-
commerce and digital business industry is growing rapidly and market share is also increasing
rapidly.
TASK 3
P5. Development of digital marketing plan and strategy for building multichannel capabilities
Digital marketing plan refers to document which outline marketing goals introduced by
an organisation. It comprise strategies, channels, timelines as well as budget of a company. It

helps business to understand their target audience and also allow them to effectively utilise their
resources (Peter, and Dalla Vecchia, 2021). In context of Hilton Hotel, marketing plan developed
by marketing consultant is mentioned below:
Particulars Description
Description of company Hilton Hotel is an American international hospitality organisation
which was established in 1919 by Conrad Hilton. This organisation
has around 983465 rooms in their organisation and providing their
service in around 118 countries. This organisation has around 18
brands under their name in different parts of world.
Initiatives In Hilton Hotel, Marketing consultant has organised various
campaign and events for purpose of improving presence of offline
as well as online mechanisms. In order to improve profit and sales,
company has also developed its websites which helps them to
interact with customers through online platform. It also helps
business of Hilton Hotel to increase awareness of their offering
along with pricing to their customers. In order to enhance
satisfaction of customers and also for enhance recognition of
organisation, managers of company are planning to introduce
digital marketing campaign in order to develop camping of omni
channels. There are different social media platform also used by
company like Instagram, Pinterest, Facebook and many more for
purpose of development of multichannel strategy.
Objectives There are various objectives of managers of Hilton Hotel behind
developing this marketing plan. These objectives of company is
mentioned below:
 To increase customer base with 20% in next 9 months.
 To improves capacity of sales of company with 25% in next
6 months.
 To increase satisfaction of customers with 10% in next 5
months.

Situational Analysis Situation analysis:
Strength  Weakness
 Hilton hotel has strong
brand recognition in
market.
 Company is adopting
innovation in their
organisation for purpose
of improving experience
of customers.
 This organisation has
good retention scheme
for employees which
saves their cost as hiring
new employees will
increase cost of
company.
 Hilton hotel has limited
market share in market.
 Company is facing huge
loss due to government
policies and parameters
due to global pandemic
situation.
Opportunity Threat
 Hilton organisation has
huge potential in
emerging markets.
 This organisation is
using digitalisation as
well as using various
technology in their
organisation.
 Increasing competition
in market also create
threat for business as it
decrease their marketing
share.
 There are various new
players enter in this
industry which create
threat for industry.
Marketing strategies STP analysis:
Segmentation: Managers of Hilton Hotel segmented their market

of company on basis of geographic segmentation and demographic
segmentation.
Targeting: Hilton hotel is targeting people of specific country
which has large number of population and people has disposable
income to spend on service of company.
Positioning: Managers of Hilton Hotel is positioning their products
which using social media platform which helps them to promote
their products and service to customers.
Channel Hilton Hotel are using social media marketing for purpose of
promotion of their products and service in market and for which
they are positive good content on different platforms like
Instagram, Facebook, Pinterest, Twitters in order to increase their
customers base.
Budget Company has estimated budget for development of digital
marketing plan using omni channel which is mentioned below:
Particulars Amount (£)
Salaries to employees 1500
Expenses related to promotion 2500
Social media platforms 1700
Other expenses 1500
Total 7200
Control For purpose of monitoring as well as controlling of digital
marketing plan, it is important for managers to use different tools
which helps them to monitor and control performance. These tools
includes benchmarking, KPI and many more.

P6. Explanation of evolution of omni channels
The omni channel marketing is an effective method of marketing development which is
essential for marketing with maximum efforts. The concept was first introduced in the 200 and is
considered as one of the major methods in the field of marketing. This approach is useful in
marketing as it merges various multiple channels of marketing to simplify marketing department
(Ramesh, and Vidhya, 2019). The business organisations in the marketplace practice omni
channel marketing for growth and development of business in a short period of time. There are
many successful companies in the global and national market which depend upon omni channel
marketing for systematic functioning of the business.
Omni Channel Marketing in Hilton hotel is generally used for ensuring consistency of
consumer experience in all aspects. The customer satisfaction is improved with the application of
omni channel marketing as it helps in quick delivery of products and services. It is major
responsibility of marketing management to develop a precise strategy related to omni channel
marketing for business growth and expansion .(Ray Chaudhury, 2021)
TASK 4
P7. Determination and evaluation of measurement techniques as well as performance of metrics
in digital marketing
In the functioning of a business at the marketplace it is essential for the business to develop
effective measurement techniques for business development and growth. It is also the major
function of marketing department of Hilton hotel to perform necessary actions for business
expansion through marketing.
Measurement techniques: The business organisations at the marketplace should use
measurement techniques like KPIs and analytics platforms that help in business. The key
performance indicators also play a major role in measuring organisational success in a time
specific period. The companies in the competitive market achieve immense success by using key
performance indicators in a precise manner. It is also important for the business to develop
appropriate measurement techniques in order to survive at the marketplace (Sari and Setiyana,
2020). The marketing department of Hilton hotel majorly develop a precise business strategy that
is useful for the business growth in a short period of time. In the era of stiff competition between

different companies it is essential for a business to develop a marketing measurement plan for
calculation of business sales.
Performance metrics: In the corporate world performance metrics are considered as
major function of marketing management in order to measure performance of individuals. The
marketing department of Hilton hotel is dedicated to develop performance metrics for
measurement of marketing related operations (Saura, Palos-Sanchez and Correia, 2019).
P8. Presentation of set of action to improve performance of digital marketing
It is compulsory for a business entity in the corporate world to develop effective steps
and actions to develop various digital marketing related operations. The improvement of digital
marketing related agreements is necessary for the company to increase revenue and growth of
sales. The business organisations can also perform accurate and specific operations with the help
of marketing related operations. Marketing department of Hilton hotel regularly tries to
formulate effective policy with the help of professional IT experts to develop precise strategy for
improvement of digital business dimensions (Sinha, Healey, and Sengupta, 2020). The various
actions which can be taken by business organisations are mentioned below:
IT experts- The companies can hire IT experts in order to develop various dimensions of
digital marketing. Major companies in the market focus on hiring professional and skilled
employees in IT department for continuous improvement in the business.
Innovation: The Hilton hotel should focus on bringing effective innovation in the
business for gaining growth at a rapid pace. Innovation's importance is increasing with the
passage of time and it has also increased the chances of improvement in the business functions.
The innovation in digital business can be brought by analysing current market trends and taking
appropriate feedback from customers (Urban, Gosline, and Lee, 2017).

CONCLUSION
From above mentioned project report, it can be concluded that digital marketing is one of
important tool which helps business to increase their sales and profit. It provide competitive
advantage an organisation and helps them to compete effectively in market. These tools are more
effective in compare to traditional methods of marketing as it use data of customers in order to
improve their services and has higher conversion rate in market. There are various customers
trends which make it essential for business to adopt digital marketing. Different tools are used in
digital marketing Content Curation tools search engine optimisation and many more which helps
business to increase their business reach.

REFERENCES
Books and Journals
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impulsive online buying tendencies with intervening effect of gender and education:
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Arkhipova, N.I. and Gurieva, M.T., 2018. Modern trends in the development of digital
marketing. RSUH/RGGU Bulletin. Series Economics. Management. Law.
Arni, P. and Laddha, S., 2017. Adoption of Digital Marketing in Health Industry. SIES Journal of
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Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
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selection of digital marketing tools. In 2019 IEEE International Conference on
Industrial Engineering and Engineering Management (IEEM) (pp. 1422-1426). IEEE.
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Peter, M.K. and Dalla Vecchia, M., 2021. The Digital marketing toolkit: a literature review for
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Ramesh, M. and Vidhya, B., 2019. Digital Marketing and Its Effect on Online Consumer Buying
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using infographics: An exploratory study. Innovations in Education and Teaching
International, 58(2), pp.207-218.
Sari, C.D.M. and Setiyana, R., 2020. Sosialisasi Digital Marketing pada Usaha Mikro Kecil
Menengah (UMKM). Jurnal Pengabdian Masyarakat: Darma Bakti Teuku Umar, 2(1),
pp.63-73.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
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transformation and managing innovation in the fourth industrial revolution, pp.86-103.
Sinha, M., Healey, J. and Sengupta, T., 2020, July. Designing with AI for Digital Marketing.
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Personalization (pp. 65-70).
Urban, G.L., Gosline, R. and Lee, J., 2017. The power of consumer stories in digital
marketing. MIT Sloan Management Review, 58(4).
Verma, K., Malik, S.K. and Khanna, A., 2020, February. A novel approach to improve website
ranking using digital marketing. In International conference on innovative computing
and communications (pp. 265-278). Springer, Singapore.