Digital Marketing Plan for Hilton

Digital Marketing
Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Presenting overview of digital marketing landscape along with comparison among online
and offline marketing concepts....................................................................................................1
P2. Analyses of key consumer hospitality trends along with insights which are fuelling digital
marketing growth.........................................................................................................................3
M1. Evaluation of opportunities as well as challenges facing digital marketing landscape in
hospitality sector..........................................................................................................................4
TASK 2............................................................................................................................................4
P3. Assessing key digital tools.....................................................................................................4
P4. Examining development of e-commerce along with digital marketing platforms addition to
channels as compared with physical channels.............................................................................5
M2. Critical analysis of usage of appropriate digital tools that are use by certain hospitality
company for meeting marketing requirements............................................................................6
D1. Demonstration of critical analysis as well as evaluation of digital marketing landscape
together with impacts of growth of e-commerce on hospitality sector........................................6
TASK 3............................................................................................................................................7
P5. Development of digital marketing plan as well as strategy for building multichannel
capabilities for hospitality entity..................................................................................................7
P6. Explanation about the ways omni-channel marketing is used for a hospitality company. ...9
M3. Application of tools and techniques for planning an end-to-end omni-channel marketing
campaign for hospitality company.............................................................................................10
TASK 4..........................................................................................................................................10
P7. Measurement techniques along with performance metrics for digital marketing plan
addition to strategy.....................................................................................................................10
P8. Presenting set of actions in order to improve performance in digital marketing of the
company.....................................................................................................................................11
M4 Critical evaluation of application of digital measurement techniques as well as
performance metrics which are used in digital marketing of hospitality firm...........................11

D2. Developing coherent as well as logical digital plan as well as marketing strategy
application for measuring success in achieving objectives........................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
A document which shares entire details related to planning for organisational digital
marketing campaigns addition to actions is termed as digital marketing plan (Albee, 2018). It
involves set or actions which assists or provide directions for attaining goals related to latest or
emerging online marketing trends. It is considered as essential tool for a company as developing
digital marketing plan assist in making the business unique as well as provide ways to get the
message till audiences with help of multi digital channels. To understand about digital marketing
plan, Hilton is considered which is global hospitality enterprise which manages along with
franchises wide hotels and resorts. It was set by Conrad Hilton at Virginia, United States in the
year 1919. the report presents overview of entire digital marketing landscape, key consumer
trends of consumers and insights which are fuelling growth of digital marketing. It further
examines digital tools, platforms and channels that wide hospitality companies uses. It also
determines ways for organising digital marketing activities and building multichannel
capabilities with the companies. At last, methods of monitoring as well as measuring digital
marketing are evaluated.
TASK 1
P1. Presenting overview of digital marketing landscape along with comparison among online and
offline marketing concepts.
Overview of digital marketing landscape
Digital marketing is said to the usage of mobile devices, search engines, internet, social
media and various channels for reaching till end consumers. It is considered as new endeavour
that involves wide types of approaching to customers along with new mechanisms to understand
the ways in which customer behave (Bala and Verma, 2018). Digital marketing landscape
involves wide types of channels related to digital marketing. It is termed as collection of man
created spaces within digital world. It is perpetually evolving state of digital media addition to
advertising such as influencer marketing, search engine marketing, online reputation
management, social media marketing, content marketing and hence forth. In context to Hilton, it
has presence in wide number of countries that may create issues for others and itself too. To deal
with this, it is required to frame effective mechanisms for developing technologies to provide
facilities in its hotels and resorts. With digital marketing landscape, managers of Hilton
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