Digital Marketing Plan for Hilton Hotel

This document provides a comprehensive digital marketing plan for Hilton Hotel, exploring the opportunities, challenges, and impact of digital marketing on the hospitality industry. It discusses the digital tools, platforms, and channels used by various organizations and provides insights into developing effective digital marketing activities. The document also highlights the role of digital marketing in revenue generation and enhancing the marketing mix. The case of Hilton Hotel is studied to understand its digital marketing strategies.

Digital Marketing
Plan
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Opportunities, challenges and the impact of digital marketing on the hospitality industry...3
TASK 2............................................................................................................................................7
Digital tools, platforms and channels used by various organisations.....................................7
TASK 3..........................................................................................................................................10
Plan for organising digital marketing activities, building multi-channel capabilities in luxury
business division and active holiday seekers........................................................................10
TASK 4..........................................................................................................................................13
Methods to monitor, evaluate and measure the effectiveness of digital marketing.............13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
Digital marketing plan is defined as document which shares details about all planning to
campaigns that can be short, medium or long term goals of business (Atwong, 2015). It assist to
achieve objectives with help of digital method. In current scenario, it is very important for
organisation to use digital technology in order to perform marketing activities and operation for
business in effective manner so that goal can be attained. This help them to know about
organisation and their products and services at marketplace. Present assignment is based upon
Hilton Hotel which was established on 31st May, 1919 headquartered at McLean, Virginia, U.S.
This was founded by Conrad Hilton which is regarded as international brand providing full
service hotels as well as resorts. It has hotels in 586 locations with 215,623 rooms in 85 countries
along with operating in 6 continents. The main aim of report is to understand opportunities,
challenges and impact of digital environment along with key digital tools, channels and
platforms used within hospitality industry. It also highlight about how to organise digital
marketing activities as well as building multi-channel capabilities. This has covered methods of
monitoring as well as measuring digital marketing with help of monitoring and measuring
techniques.
TASK 1
Opportunities, challenges and the impact of digital marketing on the hospitality industry
Digital marketing
It is regarded as most famous buzzwords in last couple of years. Digital marketing is
defined as marketing channels as well as methods which is used to promote products and service
on internet with help of electronic devices like mobile phones, billboards, TV, social media and
others (Baltes, 2015). This is regarded as marketing components which utilises both online and
digital based technologies like mobile phones, desktop computers, digital media and other
platforms in order to promote their goods and services.
Overview of digital landscape
Digital landscape means evolving state of advertising as well as digital media such as
influencer marketing, pay per click, search engine optimisation, content marketing, video
production and others. Some of them are described below:
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Digital Marketing- It is the first source that is used during buying decisions by
companies, consumers. The way of searching reflects indication of intent (Overview of Today’s
Digital Marketing Landscape – Lauren Vaccarello #czlny, 2020). People want to avail services
of Hilton Hotel uses digital marketing.
Social Media Marketing- This assist in offering amazing insights as well as data about
target audiences. It is also important for brands to be relevant, complete, engaging, human in
providing information about business.
Drivers of digital marketing opportunities
The rise in technologies have made essential for business to adopt digital marketing in
order to sustain and survive at marketplace. Some of the drivers of digital marketing
opportunities available for Hilton Hotel are:
Expanding Social Media Presence- It is the opportunity for respective organisation to
expand social media presence for their people so that they can grow and sustain at market. In
current scenario, users spend 30% of their time on online for social networking sites (7
Advantages of Digital Marketing in Hospitality Industry, 2018). It is regarded as better place to
advertise service. Hospitality industry can easily discuss as well as share fun memories of their
tours, holidays.
User Experience- Respective organisation has to implement as well as adopt digital
marketing methods to provide consumers with great experience. It has seen that hospitality
business who gain good review at social media pages, website will help people to make purchase
decision of that place. Internet assist in providing of information to each and every people about
business, their products and so on to make better decisions.
Difference between online and offline marketing concepts
The difference between among online as well as offline marketing concepts are:
Basis of Difference Online Marketing Concepts Offline Marketing Concepts
Meaning It is defined as practices to leverage
web based channels in order to spread
message to consumers about product,
service or brand of company with
help of online methods.
It is defined as marketing
concepts which does not require
online mode to create awareness
about company and their
products and services.
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Tools This includes use of search engine
optimisation, google, social media,
email and many more.
This includes print publication,
cold calling, television, radio,
flyers and others.
Benefits of digital marketing
Digital marketing provide benefits to all size of business by providing access to large
market at affordable price. Some of benefits of digital marketing to respective Hotel are as
follows:
Global Reach- This allows to reach to large number of people in an effective manner
(Boelsen-Robinson, Backholer and Peeters, 2015). Here, website of Hilton Hotel leads to find
new markets and trading globally for small investment.
Lower Cost- This assist to reach to right type of consumers at low cost. As people are
connected to social media that provide information to consumers with charging of lower cost.
Use of digital marketing by various sectors
Digital marketing is used by different sectors within hospitality industry such as:
Raising Brand Awareness- It is the way to create awareness about brand in mind of
consumers. In current age, most of organisation uses digital marketing for their users to make
them aware about products and services. This can be improved by reaching out to influencers,
building out email lists and many more.
Customer Engagement- Digital marketing is used for customer engagement where they
target audience in order to learn about them and respond to their need and demand (Chaffey and
Allen, 2015). In order to rise profits of business, respective Hotel has to use digital marketing for
knowing their customers in an effective and efficient manner.
Content Marketing Opportunities- This assist in building trust and connect target
audience with help of marketing techniques. Digital marketing is used for context opportunities
for business in order to achieve goal and objectives of business in appropriate manner.
Importance of customer insight and developing effective digital marketing activities
Customer insight is to realise about data and understand consumer in better manner, assist
in decision making about what, when and how to sell them. Such decisions will provide
outcomes of becoming strategies as well as campaigns to be more effective and efficient for
enhancement of profits and gains. According to requirement of consumers, digital marketing
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strategies should be developed by respective Hotel so that they can attain goal and objectives in
most appropriate manner.
Rise of online consumer power challenges and impact of digital marketing
Digital marketing is the way of marketing goods as well as services with help of digital
technologies such as mobile apps, internet, advertising in order to reach huge number of
customers (Chaffey and Ellis-Chadwick, 2019). In context of respective Hotel, challenges and
impact of digital marketing are as follows:
Shift from brands and suppliers to customers and their experience of brand
In current time, organisation focus on enhancing experience of customers rather than
suppliers as well as brand. Hilton Hotel focus on recording digital presence of problem faced by
their consumers and shift them from brand and suppliers to provide them with better experience.
It is difficult to analyse requirement of consumers in order to serve them. There are situation
when consumer hinder self interest in order to manager activities at Hilton Hotel of suppliers.
They are:
Increased Advertising Cost- The respective organisation has to pay more in order to
advertise products to Facebook, social media, Google (De Pelsmacker, Van Tilburg and Holthof,
2018). For optimisation of results, it is essential to pay more at right network. This leads to
decline in return on investment as well as brand value which hinder to get positive outcomes.
Increasing Security Risk- In case of digital marketing, there is sharing of more and
more information which leads hacker to go through security risk. In respect of Hilton Hotel,
customer mostly make online payment, submit form with private information and other
documents. The respective hotel uses security in order to save information as well as website
with help of HTTPS, good firewalls, antivirus program for remaining competitive at
marketplace. This assist in identification of weakness and measuring ways to reduce risk.
Impact of negatively publicity and meeting guest/customer expectations in digital age
The negative publicity leads to decline in brand value and goodwill of business at
marketplace. This also impact in profit earning and gains of firm. In digital age, most of the
people take help of internet, social media to know about organisation and read their review
before making any plans to avail any service or buy products. This is very important for business
to meet expectation of guests in proper manner so that they can trust upon specified Hotel and
avail services.
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How to track and monitor multitude of different devices used by guests/ customers
It is very important for organisation to track as well as monitor multitude of different
devices that are used by customers which assist in contributing towards success of business. The
respective Hotel is using digital technology at market in order to reach huge number of guests
and customers. It is important to measure effectiveness of digital campaign in order to exchange
information. This is regarded as complex procedure for measuring success of digital technology
in competitive marketplace. Therefore, it is problematic for Hilton Hotel to record presence on
digital platform and tracking experience of their consumers on different devices.
Competitive environment and rising above an overcrowded marketplace
In competitive environment, it is important for respective Hotel to stand out and provide
good service and experience to their consumers in appropriate manner. There are three ways
which rise above an overcrowded marketplace such as innovate market, product and experience.
With these way, business can gain positive outcomes.
TASK 2
Digital tools, platforms and channels used by various organisations
It is essential for organisation to use digital tools, platforms and channels so that they can
communicate their products and service to their consumers at marketplace.
Use of digital platforms and internet for revenue generation
Digital platforms has made easier for organisations in order to find better consumers,
monetising underutilised assets and reducing costs (Dodson, 2016). This assist in reduction of
entry barriers and making easy for flexible suppliers in order to reach guests or customers. This
assist in connecting to goods as well as services to large number of consumer base with help of
internet. It is cheaper than newspaper, TV and effective in nature. With this process, respective
organisation can generate huge revenue with help of digital platforms.
Role of digital marketing communication in relation to 7Ps
Digital marketing communication methods will focus on displaying advertisements,
search engine optimisation, pay per click advertising and marketing among each others (Järvinen
and Karjaluoto, 2015). This help respective organisation to communicate with others in most
effective and efficient manner. Role of digital marketing communication in relation of 7Ps of
Hilton Hotel are as follows:
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Product- Hilton Hotel provide luxury as well as hospitality services with restaurants,
rooms and bars (Kannan, 2017). It provide highly advanced amenities, modern diligence, exotic
food with exclusive membership discounts, facilities like Wi-Fi, room options and others. This is
service hotel with restaurants, wedding, hotel, event celebrations. Hilton Hotel have to use digital
platform in order to know about products of other Hotel for better decision making.
Price- Hilton Hotel provide high class as well as quality amenities services to their
consumers. It has adopted premium pricing policies as it focus to render four and five star
customer service with sense of luxury and status. Each and every Hotel charge different prices
for rooms and service, respective organisation has to take help of digital communication channel
and charge price accordingly.
Place- The respective Hotel is operating in 84 countries covering 570 properties and 6
continents. This is present at both business destination and traveller's delight. It is situated near
airports that has made easy for business people as well as travellers. They focus on providing
better experience to people in appropriate manner. Online search engine provide information
regarding operation of business in different places so Hilton should establish their business in
that place where there is no running of luxury or high class hotels and resorts.
Promotion- Hilton Hotel chose unique promotional activities
in order to stand out of crowd. It provide exclusive membership to people. They keep taking
feedback from consumers in order to promote strategies. Digital technology should be used in
order to create awareness among consumers regarding products and services.
People- The people of Hilton Hotel includes staff, business people, guest, visitors,
manager, receptionist and others (Karjaluoto, Ulkuniemi and Mustonen, 2015). They focus on
providing help to their consumers so that they can get better experience and satisfaction.
Working employees should be provided with training and development for doing proper
communication.
Process- The process of Hilton Hotel starts from prime segment of contact, network or
website and distributing good and services. In this process start when guests arrive at hotel and
stays for different purposes.
Physical Evidence- In context of Hilton Hotel, physical evidence can be related with
their products, service, logo, brand name, employees, premises and others. This represents
physical evidence for respective organisation at marketplace.
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Different types of digital tools and digital hardware to support and enhance marketing
It is not possible to enhance marketing so respective Hotel has used different types of
digital tools and digital hardware to enhance and support hospitality industry. They are as
follows:
Screen cloud- It is defined as tool that is regarded as digital marketing app which is
useful for themed based hotels as well as concepts (Kotler and et. al., 2017). This assist in
providing of guests with electronic menu card and service list which are offered by respective
hotel. If such tool is used at business then information can be updated easily at online site.
Typsy- The hospitality sector should focus on improving skills and knowledge of their
working force at priority basis so that they can use online tools and techniques in an effective
and efficient manner for attainment of goal and objectives. This assist to make them specialised
in particular subject.
Consumer life cycle stages of digital adoption
The respective Hotel has to understand consumer life cycle stages of digital adoption
which is described below:
Innovators- They are regarded as first individuals who focus on adopting innovation.
Innovators take risk, young in age, possess high class value, financial lucidity, contact to
interaction as well as source with different innovators (Leite and Azevedo, 2017). Financial
resources assist in absorbing failures. This assist in adopting digital technology at respective
Hotel to fulfil need and demand of consumers in an effective and efficient manner.
Early Adopters- It is second phase of individual who focus on innovation. In this stage,
individuals possess highest degree of opinion leadership among other category of people. These
people are young in age, high social status, financial lucidity, higher education. They have many
choices than innovators which assist in maintaining central communication position. If Hilton
Hotel adopt everything at early stage then they can attain goal and objectives of business in most
effective way.
Early Majority- This is the next stage of consumer life cycle in which individual adopt
innovation after some period of time. It is the adoption which is longer than innovators as well as
early adopters. Respective Hotel has to focus on such adoption of digital technology for better
results.
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Late Majority- It is the phase in which individual will adopt innovation after member of
society. These are skeptical about innovation, possess below average status in society, little
financial ludicity and has little opinion leadership. In this case, respective organisation adopt
digital marketing at late phase.
Laggards- These are the individuals who adopt innovation at last phase. In this stage,
individuals possess no opinion leadership (Levy and Gvili, 2015). Such people has change agents
and tend to perform at advanced in age. Laggards stage focus on traditions who has lowest social
status, low financial fluidity, contact with only close friends as well as family. In this stage,
Growth of online booking and e-commerce
In today's scenario, there is highly growth of online booking and e-commerce as large
number of people are connected towards digital technology which make work easy and simple.
Most of the organisation uses digital marketing in promoting brand awareness among consumers
with help of technology. There is growth of 10% in e-commerce industries. From the data of
2015, it has analysed that there was 148.3 million online travel booking was made. Moreover,
online was done for travel reservation, business travellers and leisure travellers which was 57%,
41% and 60%. The most popular online travel business includes Expedia, tripadvisor,
Hotels.com, Booking.com and others. Apart from these, other emerging travel business includes
Zozi, Trippy, Hipcamp, Vayable and others. In this way, there is growth of online booking and e-
commerce.
TASK 3
Plan for organising digital marketing activities, building multi-channel capabilities in luxury
business division and active holiday seekers
The digital marketing activities applied by Hilton Hotel are as follows:
Development of multi-channel platforms
The respective hotel develop multi channel platforms for both luxury and holiday seeker.
They are as follows:
Social Media Marketing- This is used by most of company in order to attract large
number of audience and encourage them to visit place (Mogoş, 2015). Hilton Hotel is using
various different tool to promote their sector such as holiday seeker and luxury business division
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with help of social media like Facebook, Twitter, LinkedIn, Instagram and others. This leads to
catch attention of large number of audience.
Television Advertising- This is defined as method in which company promote their
activities with help of television. Respective hotel is using such advertising tool to catch
attention of large number of audience so that goal and objectives can be attained.
Online interchanges digital marketing campaigns planning
The marketing campaigns planning includes following stages:
Defining business in brief- The respective Hotel has to define business and accordingly
conduct market research in order to identify competitors of luxury as well as active holiday
seeker (Piñeiro-Otero and Martínez-Rolán, 2016).
Define budget- In this stage, they have to define allocation of budgets for different
activities and operations in appropriate manner.
Define buyer personas- The respective Hotel has to evaluate as well as understand
challenges for developing strategies accordingly. They should identify theme related to sectors in
order to determine buyer personas.
Content development- This is defined as stage in which they will conduct activities
related with creation of awareness. With this, they can easily convert audience through attracting
them in proper manner.
Implementation- In this stage, Hilton Hotel will implement campaign of active holiday
seeker as well as luxury business division in appropriate manner.
Reporting- This is last phase of digital marketing campaigns in that business conducting
campaign have to report to their activities and operations in proper manner. This leads them to
track, measure and adapt promotion of campaigns in best manner.
Use of omni-channel marketing to ensure consistency of guest/customer experience
Omni channel retail is immersive and puts the customer and its product at the core. This
is all about communicating in such a manner that organisation can fulfil the need and
requirement of the company (Saura, Palos-Sanchez and Correia, 2019). Along with this, this is
approach which means integration between distribution, promotion and communication channel
to the back end. In this customer can purchase rather than depending upon different channels.
For Hilton company manager should use such factor as to improve the customers satisfaction and
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help in changing the habit of the individual in a well define manner. Here are some omni channel
factor which are uses to maintain the guest consistency are explained detail below:
Customer Experience- In today modern world providing customer experience plays an
vital role for company as this aid to increase profitability and productivity effectively (Staton,
2016). As there is tuff competition present in the market company like Hilton has to focus on
improving customer experience by providing better quality services during there stay. This can
better food, lodging facilities to fulfil the needs and requirement of the company in the well
define manner. Company can also provide information with the assistance of Omni channel
regarding new facilities services and conduct review to make changes as per the need and wants
of customer.
Purchase Habit- Omni channel aid to improvise the purchasing habit of guest and
recognise the different person to use different channel for making purchase decision. In the
context of Hilton hotel management can target the specific customer as this channel offers
significant time and effort, as well as right tool to maintain the consistency of the guest in the
organisation. Along with this, hotel can track the volume of conversation, consumer sentiment,
and purchasing habit as to attract them by fulfilling there needs and requirement effectively.
Efficiency- In order to maintain the guest consistency Hilton hotel must improvise there
rules and policies to maximize the efficiency. Company can use Omni channel software provider
as it track the activities which help in providing all the information regarding the guest and
company can make changes as per the customers needs. Along with this it also track the
inventory levels and price as to maintain the demand and supply present in the market. Hence
this provide constant flow of customer in hotel.
Digitization- In hospitality omni channel include and manage every elements from
online booking to guest rooms and check in and check out (Taiminen and Karjaluoto, 2015). For
example, Hilton hotel can provide option to select the rooms and facilities as per the need and
requirement on there websites as to make it more convenient for customer to choose hotels.
Along with this, it aid organisation to reach the customer needs via digital tool along with the
traditional way. Both are very reliable tools for the customer to get information about the
business and company can able to maintain the regularity of guest by providing better services
and this help in increasing profitability.
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TASK 4
Methods to monitor, evaluate and measure the effectiveness of digital marketing
It is very important for organisation to monitor, evaluate and measure effectiveness of
digital marketing with help of different tools and techniques.
Measurement of digital campaigns
There are different measurement of digital campaigns which can be used by Hilton Hotel
are as follows:
KPIs- It is Key Performance Indicator (KPI) which helps in measuring value that identify
how company is achieving goal and objectives of business in an effective and efficient manner
(Teixeira and et. al., 2017). Hilton Hotel uses such digital campaigns in order to evaluate success
at reaching their targets. This should be used by all types of business in appropriate manner for
attainment of positive results.
Measurable metrics- It is defined as quantifiable measure which is used for tracking as
well as assessing status of particular procedure. With this digital campaign, Hilton Hotel can
easily measure, business performance, future of performance and comparison is possible in
effective and efficient manner.
Use of analytics platforms- Analytics platform is defined as proper as well as unique
solution which is designed for addressing users demand, large data driven business in order to
provide analysed data which is in stored information. This is used by respective Hotel in order to
provide each and every data and information for digital campaigns in positive way.
Procedure used for measuring digital campaigns
The procedure used for measuring digital campaigns are as follows:
Choosing digital marketing measurement tools- It includes google analytics,
webmaster and others.
Getting acquainted with digital marketing measurement formula- It is calculated on
three factors such as traffic, product value and conversion rate.
Utilisation of knowledge of digital marketing model- This includes following aspects
such as awareness, consideration, research, purchase and relationship (How to Measure Digital
Marketing Campaign, 2020).
Considering all essential digital marketing metrics analytics- All the digital marketing
metrics analytics should be considered such as traffic, conversion, bounce rate and many more.
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Performance measuring online metrics
There are different types of measuring online metrics such as search engine indexing,
find ability and bounce rate and other. These assist business to measure performance and attain
goal of firm in most effective manner.
CONCLUSION
From the above report, it has summarised that digital marketing plays an effective role in
growth and success of organisation at marketplace in an effective manner. Digital marketing
carry challenges as well as opportunities to enhance social media to provide better experience.
This assist in providing customer with better experience and importance along with using of
tools to maintain as well as create social media presence of brand. Different types of
communication techniques which can be used by organisation such as email, content marketing
and others for creation of awareness among consumers regarding products and services.
Hospitality industry focus on creating innovative as well as unique ideas in order to stay with
consumers for providing information to people in most effective manner.
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