Digital Marketing Plan for Hilton Hotel

DIGITAL MARKETING
PLAN

INTRODUCTION
Digital marketing is element of advertising that utilizes internet based advanced
technologies such as desktop computers, digital media and laptops sources to promote services
and products. The current report is based on Hilton hotel operating business in UK and all
around the world. Firm operate 586 hotels in UK effectively with skilled applicants. This study
justified situation, opportunities and impact of digital environment within hospitality industry
and also explain digital tools, channels & platforms used by various hospitality firms for
commercial purpose.
Furthermore, this study clarified digital marketing plan for organizing digital marketing
activities to helps firm of building multi channel abilities. It also analyses the methods of
measuring and monitoring digital marketing effectively.
LO 1
Opportunities, challenges and impact of digital environment within hospitality sector
Digital marketing is the key element of selling that utilizes online based digital
technologies such as mobile phone, digital media and desktop computers, also including display
advertising and any other digital source (Chaffey and Ellis-Chadwick, 2019). It has becomes one
of the most essential and leading buzzwords in last few years, it is wider term that includes all
marketing methods and channels organizations like Hilton hotel within hospitality sector used to
promote goods on electronic devices such as electronic billboards, TVs and mobile applications.
It has number of channels and these are divided into offline and online marketing channels.
Digital marketing landscape is constantly developing state of digital media & advertising
considering social media promotion, pay per click, influencer marketing, search engine selling
and optimization, video production, content and email advertisement. It refers to the collection of
man created spaces in digital world (Büyüközkan, Feyzioğlu and Havle, 2019). It includes
channels and tools that will be used in digital marketing. This area is keep changing over period,
some firms are unable to adopt these modified trends.
Drivers of digital marketing opportunities within hospitality sector-
Social media channels-
It is one of the most effective driver of digital marketing that enhance the power of Hilton
to present their services in wide area market (Verhoef and Bijmolt, 2019). This element is vital to
digital marketing practices, its free to come in field and acquire conversation going, but also

provide targeted promotional options to increase visibility of business operating under hospitality
industry. Social media channels is used by Hilton hotel when they promote their business at
Facebook (Husain, Ghufran and Chaubey, 2016). Firm used Twitter and Facebook as social
media channel to provide information about their services that generate traffic more than past
few years.
Search and display advertising-
Range of online marketing opportunities and different pricing structures are available that
strengthen digital marketing presence within hospitality sector. Some basic terminology under
this driver will help firms to chose which option is best aligned with their business objectives or
goals (Moe, 2016). Search and display advertising work in context of Hilton hotel, it is powerful
form of promotion because consumer who search on Google reveal a lot about their intent, when
they search. Marketing team have the ability to bid on keywords so that their advertisement show
up when number of people are looking for exactly sort of things they sell.
Websites-
Business websites is the third driver of digital marketing opportunities in above sector. It
is often one of the initial touch points consumers has with firm, whether it is landing page link
from direct search for site or paid ad. Hilton Hotel create their business website that help to
increased brand awareness, they can use it as marketing tool to gain attention of consumers.
Differences between offline and online marketing concepts-
Online marketing concept is quite different from offline, it includes SEO (social media
promotion, web hosting, boost social media posts and other online channels. On the other hand
offline concept consider strategies like using HR and putting hoardings (Fung, Dong and Lu,
2018). Online marketing can use by Hilton hotel through social media channels such as
Facebook and Twitter, along with this they can use offline marketing concepts with the help of
mouth promotion.
Benefits of digital marketing for hospitality firms-
It is beneficial for organizations working under hospitality sector since for so long, Hilton
gets benefits of digital marketing as it help to save cost of labour for promotional activities. It
offers substantial outcomes on small investments (Kim and Park, 2017). The another benefit of
this procedure for hospitality firms is that the information of performance of an ad will guide
Hilton on how to proceed further.