Digital Marketing Plan for Hilton Hotel

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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