Digital Marketing Plan

Digital
Marketing Plan
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Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Evaluate different types of marketing channels and how they serve communication
objectives within an organisation context..............................................................................3
M1 Critically evaluate how marketing channels of communication are integrated within an
organisation to add value and maximise resources................................................................5
TASK 2 ..........................................................................................................................................6
P2 Design communication objectives for a given organisation situation...............................6
P3 Provide justifications for the selection and integration of communications.....................7
M2 & M3 Evaluate the application of the communication objectives in relations to the
marketing communication mix and the organisational business objectives...........................7
TASK 3............................................................................................................................................8
P4 Crete a marketing communication plan that effectively meets communication objectives
for a given organisation situation...........................................................................................8
TASK 4..........................................................................................................................................10
P5 Determine and evaluate measurement techniques and performance metrics in digital
marketing..............................................................................................................................10
P6 Present a set of actions to improve performance in digital marketing............................11
M4 Critically evaluate application of key digital measurement techniques and performance
metrics used in digital marketing.........................................................................................12
CONCLUSION .............................................................................................................................13
REFRENCES.................................................................................................................................14
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INTRODUCTION
Digital marketing is considered as components of marketing which utilizes internet as
well as technologies based on online medium such as mobile phones, desktop computers and
several other mode. This is generally used by a company in order to promote their products and
services so that they able to attract more and more customers that leads to enhance in sales as
well as profitability ratio (Baltes, 2015). There are several types of digital marketing such as
search engine optimisation (SEO), Social media marketing, content marketing, pay per click
advertisement and many more. Organisation selected for respective report is Marion Hotel which
is operating its business operations and functions in hospitality industry as well as its predecessor
is Marriott Corporation. It is founded by J. Willard Marriott and Alice Marriott in year 1927 as
well as they are operating at the worldwide level. They are offering their products and services
through its hotel as well as resorts. Its subsidiaries are Marriott, Star wood, Le Méridien and
Ritz-Carlton. Topics which are included in this report are different marketing channels used by
company and how it will help in serving communication objective as well as it will also include
channels selection and integration process. Along with this, it will also include content which is
effective for communication and channel objectives as well as it will also include methods used
for monitoring and measuring digital marketing.
TASK 1
P1 Evaluate different types of marketing channels and how they serve communication objectives
within an organisation context.
Marketing communication is include numbers of different marketing tools and channel
on combine basis through which an organisation able to conduct communication to its desire
marketplace. Marketing communication include several aspects such as sales promotion,
advertisement, event and experience, direct marketing, public relation, personal selling, word of
mouth marketing and many more (Boelsen-Robinson, Backholer and Peeters, 2015). It is also
considered as process which is used to aware targeted audiences about the products and services
so that they get attract and convince to purchase it. In respect of Marriott Hotel, they may adopt
numbers of marketing channel which help them in facilitating communication objectives in
effective manner, from which some main methods are given below:-
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 Advertisement: It refers to paid form of marketing communication channel that is
employs for promoting or selling of products and services offer by a company. It is
considered as traditional media which include magazines, radio, billboards, posters,
television and many more channels (Chaffey and Allen, 2015). Now a day it is also
include digital channels of advertisement such as social media, digital display, internet
and so on. In respect of Marriott Hotel by adopting this communication channel they
able to communicate their objective to large people in small time duration.
 Sales promotion: It is determined as combination of different communication practices
that are attempted or adopted by a company in order to offer incentives to its potential
customers. In this an organisation generally add some values to their products and
services in order to ensure that grow of sales. Through this they able to attract customers
and encourage them to purchase their offering immediately which increase company
sales and profitability. In respect of Marriott Hotel they can adopt numbers of sales
promotion methods such as offer gift, discount on package, provide voucher and
coupons, free service and many more. Through this they able to attract visitors at huge
numbers towards their hotel.
 Personal selling: It refers to method in which company's sales person or representative
will interact to potential and targeted customers face to face. Through this they able to
provide proper informations to customers related to benefits, offers, features, prices,
package and so on. Along with this it will also aid in resolving issues of customers by
interacting with them as well as it also develop true relationship among company and
customers (Chaffey and Ellis-Chadwick, 2019). In respect of Marriott Hotel they can use
this method, according to this their representative will visit to offices, residential areas
and malls in order to aware audiences about their offering and packages.
 Online Media: In today's time almost every company use online media channel for
conduct its marketing communication because through it they able to target huge
numbers of people as well as it is not expensive. According to this companies advertise
and promote their products as well as services on different online channels such as social
media, internet and many others. In context of Marriott Hotel they can advertise their
packages and offering or services through online medium like Facebook, Instagram,
LinkedIn, Twitter, Blogs and many more.
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