Introduction to Digital Marketing and Social Media

This report by Desklib provides insights on digital marketing and social media. It covers topics such as comparative analysis of online and offline marketing concepts, key consumer trends, social media marketing, and key digital tools and platforms. The report also discusses the impact of digital social media on traditional marketing mix and limitations of digital marketing. The subject is not mentioned, and there is no course code or college/university mentioned.

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Introduction to digital
marketing and social media

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Table of Contents
INTRODUCTION
TASK
DIGITAL MARKETING
COMPARATIVE ANALYSIS OF ONLINE AND OFFLINE MARKETING CONCEPTS
KEY CONSUMER TRENDS
SOCIAL MEDIA MARKETING
KEY DIGITAL TOOLS AND DIGITAL MARKETING PLATFORMS

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Table of Contents
DIGITAL MARKETING MIX: 7Ps
IMPACT OF DIGITAL SOCIAL MEDIA ON TRADITIONAL MARKETING MIX
SOCIAL MEDIA CONTENTS
EFFECTIVE CAMPAIGNS
LIMITATIONS OF DIGITAL MARKETING
CONCLUSION
REFERENCES

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INTRODUCTION
Digital marketing is marketing which takes use of
or utilizes internet as well as technological advancement
and technologies based on online medium such as mobile
phones, desktop computers and several other online modes.
Organisation selected for respective report is Holiday Inn
Hotel which was founded by Charles Kemmons Wilson in
1952. They offer their services in several and all the parts
of world.

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DIGITAL MARKETING
Digital marketing is known for promoting
brands that connects potential customers
with the use of internet and other platforms
that are used for digital marketing.

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COMPARATIVE ANALYSIS OF ONLINE AND OFFLINE MARKETING
CONCEPTS
Offline marketing
 Offline marketing mostly generally
focuses on product.
 Offline marketing includes mass media,
telephone and other just personal
marketing
Online matketing
 Online marketing includes the
involvement of third party like media,
web content, search e-mail, social
media and other internet sources.
 Online marketing communicates and
informs customers with e-mails, chats,
all social media platforms for
communicating and involving with
them

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KEY CONSUMER TRENDS
There are various consumer trends in digital marketing that are
going on in market. They are explained as below:
 Environmental awareness
 Past product coming back
 Demand for increase in convenience

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SOCIAL MEDIA MARKETING
 The term social media marketing (SMM) refers to the use
of social media and social networks to market a company’s
products and services. Social media marketing provides
companies with a way to engage with existing customers and
reach new ones while allowing them to promote their desired
culture, mission, or tone.
https://www.investopedia.com/terms/s/social-media-marketin
g-smm.asp

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KEY DIGITAL TOOLS AND DIGITAL
MARKETING PLATFORMS
 Social media marketing tools
 Email marketing tools
 Search engine optimization tools

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DIGITAL MARKETING MIX: 7Ps
 Product
 Price
 Place
 Promotion
 Process
 People
 Physical evidence

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IMPACT OF DIGITAL SOCIAL MEDIA
ON TRADITIONAL MARKETING MIX
 Easy connection with customers
 Barriers to entry
 Influencing power

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SOCIAL MEDIA CONTENTS
Social media like Instagram, Twitter, Facebook and Snapchat are playing a great role in the
marketing of products and services. These are used for sharing content, influencing market,
used for campaigning about social causes, promoting and advertising and for other benefits
(Maurer, 2021).

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EFFECTIVE CAMPAIGNS
 Knowledge of products and services
 Measuring and Analysing Customer Feedback
 Providing an unforgettable experience
 Rewarding loyal customers
 Always seek customer feedback

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LIMITATIONS OF DIGITAL
MARKETING
 High competition
 Consumption of time
 Dependence on technology
 Security and privacy issues
 Negative feedbacks affecting brand

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CONCLUSION
From the above report it can be concluded from digital marketing is used for greater
capturing of market for promoting and advertising goods and services. In this report, digital
marketing, social media marketing and other social media marketing platforms that are used by
Holiday Inn are discussed. Along with that, key consumer trends and digital marketing mix and
impact of digital social media on traditional marketing mix are also discussed. Social media
contents like Instagram and snapchat and limitations of digital marketing are also explained.

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REFERENCES
 Curiel, E., 2020. Considerations on Global Social Media Marketing. In Digital and
Social Media Marketing (pp. 229-237). Springer, Cham.
 Devi, V.S., Wardani, K.D.K.A. and Putri, D.A.P.A.G., 2021. Using Digital Marketing to
Develop Marketing Strategy for Fish Farmer Group Products in Jehem
Village. ABDIMAS: Jurnal Pengabdian Masyarakat, 4(2), pp.861-866.
 Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social
media marketing on retail website traffic, orders and sales. Journal of Retailing and
Consumer Services, 60, p.102501.

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Continue..
 Garg, S., Gupta, S. and Gupta, B., 2022. Impacts of Blockchain on Digital Marketing.
In Intelligent Sustainable Systems (pp. 209-217). Springer, Singapore.
 Gupta, G., 2019. Inclusive use of digital marketing in tourism industry. In information
systems design and intelligent applications (pp. 411-419). Springer, Singapore.
 Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
 Jovanov, T. and Disoska, V., 2022. Implementation of e-commerce website, and digital
marketing planning.
 Liu, S., Perry, P. and Gadzinski, G., 2019. The implications of digital marketing on
WeChat for luxury fashion brands in China. Journal of Brand

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 Management, 26(4), pp.395-409.
 Maurer, C., 2021. Digital Marketing in Tourism. In Handbook of e-Tourism (pp. 1-24).
Cham: Springer International Publishing.
 Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial
intelligence on the digital marketing of financial services to vulnerable
customers. Australasian Marketing Journal, pp.j-ausmj.
 Nusair, K., 2020. Developing a comprehensive life cycle framework for social media
research in hospitality and tourism: a bibliometric method 2002-2018. International
Journal of Contemporary Hospitality Management.

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 Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New Trends in Business
Information Systems and Technology, pp.251-265.
 Ribeiro, M.I.B., Fernandes, A.J.G. and Lopes, I.M., 2020. Digital marketing: A bibliometric
analysis based on the Scopus database scientific publications. In Digital Marketing Strategies
and Models for Competitive Business (pp. 52-73). IGI Global.
 Singh, M.P. and Singh, G., 2020. New paradigm shift of digital marketing in emerging markets:
A study of latest trends in digital marketing covering social media.


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Thankyou/ Any
questions

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Explanation of slide 4
This is used for promoting and advertising the products and services by a
company for attracting more and more customers that will lead to enhance in sales
as well as profitability ratio. There are several types and methods used for digital
marketing and they are as search engine optimisation, Social media marketing,
content marketing, pay per click advertisement and many more different other
types. Topics which are included in this report are digital marketing and various
concepts of marketing including consumer behaviour, online marketing and social
media marketing used by Holiday Inn.

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Explanation of slide 5
It is also called online marketing. Various different channels of digital marketing are
used as such websites, mobiles and computers and many others (Curiel, 2020). Digital
marketing is also putting marketing efforts that are used with the internet for
marketing of goods and services. Holiday Inn uses digital marketing for covering
marketing at the global level about its services. Digital marketing is necessary for
greater profitability ratios and more sales.

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Explanation of slide 6
Offline marketing mostly generally focuses on product. Online marketing includes the
involvement of third party like media, web content, search e-mail, social media and other
internet sources. Offline marketing includes mass media, telephone and other just personal
marketing. Online marketing communicates and informs customers with e-mails, chats, all
social media platforms for communicating and involving with them. Online marketing
differs from traditional marketing in many ways (Singh and Singh, 2020). Offline
marketing has been using historically included mediums for marketing like print, billboard,
television and radio advertisements for all advertisements and promotions.

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The cost to market products or services was expensive, and traditionally difficult to
measure in earlier times that is before online marketing channels were emerged. As
compared with offline advertising and marketing, online marketing tends to be more
affordable and reasonable to all (Devi, Wardani, and Putri, 2021). Therefore, it's easier and
affordable for new brands that possess small budgets to reach their target and potential
audience with online marketing. Offline marketing can be done within local reach only.
Online marketing has its expansion to worldwide range. It is easier to retain loyal
customers with the help of offline marketing. It is comparatively difficult to retain
customers with online marketing. There is a system of more refunding or return rate in
online marketing as compared to less or no returning rate with offline marketing.

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Explanation of slide 7
 Environmental awareness: there is a need to save environment nowadays with increase
in its destruction. There is an increase in environmental awareness that is going in trend
to comply with all things happening in market. Offline marketing tends to use a lot of
environment whereas online or digital marketing saves a lot of cost and pollution that
happens in environment. Holiday Inn takes complete awareness in its environment
policies and plays it roles effectively for environment.
 Past product coming back: the trend that is gaining popularity is the one where the past
products are making their comebacks in the market. Certain choices and preferences
that are preferred by costumers are the ones that are not changing with time or some
products having a great lifetime value with them and coming back in present (Dolega,
Rowe and Branagan, 2021). There are certain products and traditional values and
beliefs that are used by Holiday Inn to save its traditionality.

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 Increase in use of mobiles by consumers: there has been an enormous increase in the
use of mobile phones and digital platforms by costumers. This increase in use has led to
more and more digital marketing. There has been increase in digital gadgets and online
services that Holiday Inn provides for its customers.
 Demand for increase in convenience: there has been tremendous increase in the
demand of convenience of customers. They seek availability of products and services at
their homes and other convenient places. This has increased the concept of digital
marketing. There have been efficient and effective services that are provided by
Holiday Inn for its customers.

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Explanation of slide 8
Social media marketing is the use of social media platforms to connect with your
audience to build your brand, increase sales, and drive website traffic. This involves
publishing great content on your social media profiles, listening to and engaging your
followers, analyzing your results, and running social media advertisements.
https://buffer.com/social-media-marketing

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Social media marketing is that marketing that leads power to social media networks for
achieving and attaining a particular company’s marketing and branding goals and
objectives. social media marketing gives companies and organisations a networking
channel or mode or a way or a method for involving and engaging with their old and
existing customers and a way to reach and find new potential customers (Garg, Gupta, and
Gupta, 2022). Social media also helps and allow Holiday Inn to promote and advertise their
culture, traditions, values, beliefs, missions, future visions and other related information
with the help of social media marketing.

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Explanation of slide 9
There are many different key digital tools available for digital marketing (Ribeiro, Fernandes
and Lopes, 2020). These digital marketing tools are used for promoting and advertising. Some
of the important key digital tools are as follows:
 Social media marketing tools: Social media plays an important part in daily life in
everybody’s life. Social media helps in leading and building business relationships along
with personal relations. Social media is a priority in marketing channel for all business
today.

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 Email marketing tools: Email is basically most tried and tested nd suitable marketing
tool for business and even as a marketing tool that is available to modern companies.
Email marketing helps in building and improving delivery of coming offers and other
campaigns that are used for marketing and promoting (Gupta, 2019). Holiday Inn uses
marketing emails as campaigns and these are used in the sense that it mails to a
segmented group of customers and also provide them with all relevant and related
content that is useful to them.
 Search engine optimization tools: search engine optimization tools are used for
discovering content online and on digital media platform, ranking higher of a website
leads to an increase in traffic to a website, therefore improving the value of an
organisation. Holiday Inn takes the help of search engines by targeting its target
audience and uses to perform through keywords research that is use of the keywords for
marketing

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 Email marketing tools: Email is basically most tried and tested nd suitable marketing
tool for business and even as a marketing tool that is available to modern companies.
Email marketing helps in building and improving delivery of coming offers and other
campaigns that are used for marketing and promoting (Gupta, 2019). Holiday Inn uses
marketing emails as campaigns and these are used in the sense that it mails to a
segmented group of customers and also provide them with all relevant and related
content that is useful to them.
 Search engine optimization tools: search engine optimization tools are used for
discovering content online and on digital media platform, ranking higher of a website
leads to an increase in traffic to a website, therefore improving the value of an
organisation. Holiday Inn takes the help of search engines by targeting its target
audience and uses to perform through keywords research that is use of the keywords for
marketing

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Explanation of slide 10
There are seven Ps to digital marketing mix that are used by Holiday Inn for its marketing
decisions. There are these seven factors or forces that are related to digital marketing and
these are as follows:
 Product: It is the main thing that is produced and provided in market. It is that element
which a company offers to its customers in order to fulfil their demand and
requirement. Holiday Inn presents its goods and services for satisfying the necessities
and requirements of its clients.
 Price: It is value of products or services for money that is decided by an enterprise or
an organisation (Hanlon, 2021). For a company it is essential to set price of the
products or services on basis of their quality and quantity that they are offering.
Holiday Inn charges price by evaluating it from multiple points of view, significance of
products or services they are offering and all other.

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 Place: This is another important factor which shows location or a specific place from
which customers can purchase particular products and services. It can be from various
different places and localities. Holiday Inn examines all its surrounding areas and then
decides its place for setting up of a new branch or hotel.
 Promotion: This factor includes all activities that related to advertising, sales,
promotion, personal selling and other related activities to an organisation for a product
or service. With this activity, Holiday Inn is able to aware potential customers about
their products and services in effective as well as successful manner along with other
product details. Holiday Inn uses different techniques for promoting its brand and all
other relevant related information about it.

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 Process: Process is buying exposure of costumers the goods and services. The process
that Holiday Inn uses is either calling from rooms by its clients or ordering different
services and also deals with making good relations with clients before, during and also
even after the process.
 People: People are the employees or staff members in an organisation. For Holiday Inn,
the people are hotel staff (Jovanov and Disoska, 2022). These hotel staff members are
trained staff that Holiday Inn that are hired for the main concern of hotel that is for
providing services to the clients of Holiday Inn and for satisfying them.
 Physical evidence: There are physical evidences kept as the proof for a transaction that
took place. It is done for reducing the chances of purchasing something and then
getting lied or for reducing of chances of fraud. Holiday Inn keeps a complete check
and evidences as bills and all for all of its clients.

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Explanation of slide 11
With the increase in technology there is an essential role for the progress of Holiday Inn. The
digital social media aids and also helps in improving costumer experience with the help of
new trends happening in world (Liu, Perry and Gadzinski 2019). The use of digital social
media has raised overall progress of the Holiday Inn. There has been a great impact on
traditional marketing mix of digital media and it is described as follows:
 Easy connection with customers: By the use of social media industry can easily connect
with the target consumer. There is even maintenance of great relations with the existing
and new customers. Social media has a wide scope as it connects anytime and anywhere
with customers whereas, traditional marketing mix had a limited scope.

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 Barriers to entry: there are less or no barriers for social media marketing (Peter. and
Dalla Vecchia, 2021). As advertising and promoting on television or billboards were
expensive as compared to social media marketing.
 Influencing power: there are many influencers on social media and with certain
payments their recommendations or showcasing can increase the promotion and
valuation of a product or service, which was not there in traditional concept.

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 Barriers to entry: there are less or no barriers for social media marketing (Peter. and
Dalla Vecchia, 2021). As advertising and promoting on television or billboards were
expensive as compared to social media marketing.
 Influencing power: there are many influencers on social media and with certain
payments their recommendations or showcasing can increase the promotion and
valuation of a product or service, which was not there in traditional concept.

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Explanation of slide 12
Holiday Inn uses these social media contents for promoting its hotel and also for providing
relevant information to its potential customers and needed people who are looking for it.
Instagram and Facebook has helped Holiday Inn with its marketing. Holiday Inn has its own
Instagram and Facebook pages for building customer base and even ask their customers to share
their values and feelings on their pages and also ask them to review their services. This is done
for increasing goodwill and also for brand value. These are just kind of online promoting
strategies adopted for valuing and increase in goodwill. These social media contents like
Instagram and Facebook helps in finding key target market and also for letting information and
different brand messages to its potential customers.

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Explanation of slide 13
There are many effective digital marketing campaigns that are run by Holiday Inn for
its own benefits in the world. Some of them are explained below:
 Knowledge of products and services – The staff members of Holiday Inn who will be
a part of the campaign will have complete knowledge of all the products as well as
services that they are offering to their clients. And for this, they have spent time in
training and upgrading their knowledge about the same. This way, they will be able to
provide greater services to customers in a much more refined way.
 Measuring and Analysing Customer Feedback – This is one of the best ways or
methods that is used by Holiday Inn to get an understanding of the customer services
that are being provided by professionals is appropriate or not. Measuring and analysing
helps in knowing the areas in which improvement can be made by Holiday Inn.

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 Providing an unforgettable experience – Holiday Inn has developed and carried out
the marketing campaign in such a way that the customers have an unforgettable
experience in being a part of the same. Also, they are involved at every stage of the
campaign that are organised by Holiday Inn. This gives them a sense of belongingness
to hotel and also in various initiatives.
 Rewarding loyal customers – The hotel Holiday Inn rewards its customers who are
loyal to it and have been using their services since a long time. This is done by offering
them a free product, a sample product or different coupons or vouchers or various other
online benefits (Mogaji, Soetan and Kieu, 2020). Also, customised products or services
are also offered via online sources. This helps in retaining its customers for a long
duration of time and attract new potential segments as well.

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 Always seek customer feedback – The customer service professionals always ask
customers to provide their valuable feedback on different websites or on online
platforms which helps Holiday Inn in understanding the areas it lacks in and thus
working upon them to improve overall performance and also overcome issues that
customers provide as feedbacks to be successful.

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Explanation of slide 14
There are many disadvantages or limitations of digital marketing that has to be faced by
Holiday Inn. Some of them are as follows:
 High competition: There is a high competition on digital media as there is need to very
evaluative and creative that needs to be different from other organisations for capturing
more customers from the market. Holiday Inn faces a high competition in developing
its different online or digital media marketing.
 Dependence on technology: there is a dependence on technology by Holiday Inn that it
has to face as a limitation, because it should not rely on and for all internet or online
media platforms.

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 Consumption of time: Being on internet or use of internet too much, consumes too
much of time of Holiday Inn staff members. This leads to decrease in productivity of
employees as their working and operating is hindered.
 Security and privacy issues: There is the main problem that arises with the use of online
digital media platforms that it has security and privacy issues (Nusair, 2020). Personal
or organisational information and data and other very relevant data and information can
be leak by anyone from inside or outside Holiday Inn, thus affecting its value and
reputation.

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 Negative feedbacks affecting brand: There are costumers that provide negative
feedbacks on different social media sites about Holiday Inn and thus this affects and
makes a major impact on the brand value and goodwill of it.

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THANKYOU