Digital Marketing Plan

Digital marketing plan

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Environmental analysis for organisational digital presence through emphasising on
opportunities, challenges addition to likely impacts the digital environment for the sector.......1
TASK 2............................................................................................................................................5
Critical assessment of business concern by comparing contrasting digital presence. ................5
TASK 3............................................................................................................................................6
Organising of digital marketing activities and building multi-channel capabilities in an
organisation..................................................................................................................................6
TASK 4..........................................................................................................................................10
Methods of Monitoring and Measuring Digital Marketing.......................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing plan can be said to the document that shares relevant details for
planning digital marketing actions addition to campaigns. In other words, digital marketing plan
is a effective plan which maximises benefits of company concerned with data assets as well as
technology focused initiatives (Chaffey and Smith, 2017). By developing effective digital
marketing plan, organisations identifies the aspects that makes their business unique along with
the ways for communicating messages to targetted audiences by opting wide digital channels.
For gaining insights for digital marketing plan, Hilton Hotel is selected which is international
brand that performs operations in hospitality industry. The respective entity has amplified its
digital leadership in various dimensions such as e-commerce leadership, social leadership
addition to marketing leadership for building unique, new together with important competing
advantages. The present report covers demonstration of understanding challenges, opportunities
and impacts related to digital environment within hospitality industry. It further provides critical
assessment of key digital tools, channels addition to platforms by comparing an contrasting
digital presence of the hospitality company. Further, a plan is provided for organising activities
related to digital marketing in order to support organisational initiatives to build multi channel
capabilities within luxury division and active holiday seekers. At last, it evaluates methods
concerned with monitoring as well as measuring digital marketing in effective manner.
TASK 1
Environmental analysis for organisational digital presence through emphasising on opportunities,
challenges addition to likely impacts the digital environment for the sector.
Hilton is one of leading brand within hospitality industry that operates worldwide. It is a
hospitality entity which manages as well as have franchise of wide portfolio of resorts as well as
hotels. The purpose of such organisational existence is to expand the activities of business at
worldwide so to deliver best offerings to customers and earning huge revenues. Recently, Hilton
administrative team has appointed digital marketing head who is responsible for developing
report for digital presence of the business concern. For this purpose, environmental analysis is
conducted that focuses towards opportunities together with challenges and impacts digital
environment have on hospitality sector (Kingsnorth, 2019). The description of the analysis is
underneath:
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Environmental analysis: A strategic tool which involves processes for determining
internal addition to external elements that affects performances of firm is termed to
environmental analysis. With this analysis, the digital marketing head of Hilton can develop a
suitable digital marketing plan through communicating and coordinating activities with all
decision makers. Within PESTLE analysis, diverse factoral types are analysed and all the
opportunities and challenges are closely monitored so to form strategic determinations for
upcoming that determines several ways for dealing with threats in effective manner. Hilton uses
wide types of digital technologies for promoting the hotels and resorts online in order to
strengthen its customer base. An environmental analysis is being conducted by digital head for
monitoring the organisational digital presence (Dodson, 2016). The elements which are analysed
are underneath:
Political: Diverse kinds of foreign trade policy, political stability, taxation policies,
governmental policies and integrity of politicians are some of political factors which requires
more emphasis of Hilton managers while working with digital techniques so to ignore
interference of political systems of UK and other nations (Kotler, Kartajaya, and Setiawan,
2016). With this, digital environment of hospitality sector is affected as companies in the
industry are not able to work with technology related policies due to which transactions with
other nations are not conducted properly that impacts negatively on digital presence of Hilton.
Opportunity: When digital head of Hilton considers all policies and programmes that are
implemented by political system while utilising digital technologies then various growth
opportunities will be created and implemented without any interruptions and barriers (Chaffey
and Ellis-Chadwick, 2019).
Challenge: There are various circumstances when organisations such as Hilton not able
to follow code of practices in digitalised manner then it results in issues, for example, political
party interference in operational performance which becomes challenge for the entity.
Economical: The factors which pertains within nations economy are economic factors
(Simula, Töllmen and Karjaluoto, 2015). Economic growth, business cycle, unemployment level
and entire economic system are the factors that required detailed analysis by Hilton managers at
time time planning usage of digital technology for promotional aspects as they impacts in
positive and negative manner. For example, rise in rates of inflation affects organisational
pricing policies that results in impacting entire hospitality sector negatively.
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