Devising a Digital Marketing Strategy ( Pass Criteria )

This article provides an overview of digital marketing strategy, its definition, importance, and various tools like content marketing, SEM/SEO, SMM, mobile, email, company website, apps, QR codes, VR/AR, newsletter, and comparison with traditional marketing. It also includes a comparative analysis of 2 tourism SMEs. The article highlights the benefits of digital marketing, such as quick transmission of information, generating brand awareness, and information gathering. It concludes that digital marketing has become a key focus area for all businesses, including the tourism and hospitality industry.

Digital Marketing Strategy

Table of Contents
Introduction......................................................................................................................................3
1. What is DM? Definition and other related concepts..........................................................3
2. Why DM is important (Benefits of DM)............................................................................4
3. DM vs Traditional Marketing (Broadcast and Print media)...............................................5
4. DM tools.............................................................................................................................6
4.1 Content Marketing ...........................................................................................................6
4.1.1 Paid ...............................................................................................................................6
4.1.2 Earned............................................................................................................................7
4.1.3 Owned............................................................................................................................7
4.2 SEM/ SEO........................................................................................................................7
4.3 SMM.................................................................................................................................7
4.4 Mobile...............................................................................................................................7
4.5 E-mail...............................................................................................................................7
4.6 Company website.............................................................................................................8
4.7 Apps..................................................................................................................................8
4.8 Other DM tools.................................................................................................................8
4.8.1 QR codes.......................................................................................................................8
4.8.2 VR/ AR..........................................................................................................................8
4.8.3 Newsletter (CRM).........................................................................................................9
4.8.4 Big data..........................................................................................................................9
5. Comparative analysis of 2 Tourism SMEs.........................................................................9
Conclusion and recommendations.................................................................................................10
References .....................................................................................................................................12

Introduction
Digital marketing refers to the advertising the and marketing through the digital channels
it is also known as the online marketing which uses the internet for reaching the customers. This
marketing promotes the brands for connecting with the customers by using the digital
communication. Digital marketing is mainly important for reaching the global world and also For
easy tracking and monitoring of the campaign (Sokolova and Titova, 2019). Online marketing
from the social media, travel blogs helps in the tourism and the hospitality enterprises for
recognizing the latest trends and the ever-changing world rapidly. This also helps in small and
medium enterprises with the higher return on investment and the conversation rate resulting in
the higher revenue for the small and medium enterprises (Batubara, 2020).
1. What is DM? Definition and other related concepts
Digital marketing is become the necessity for the internet driven technological world.
Digital marketing in small and the medium enterprises helps in promoting the services and the
products (Tanford, Kim and Kim, 2020). In the tourism industry digital marketing is being used
for the effective and innovation tools which helps in development, awareness and reinvesting in
the enterprises. The main purpose of marketing in tourism and hospitality is to promote the
products and services of travel and hospitality services comprises the rooms, breakfast, lunch
dinner, buffet, spa services and also helps in sharing the information and opinions with the guest
for providing the information to the customers (Chaffey and Ellis-Chadwick, 2019).
Digital marketing has become the key focus areas for all the businesses including the
tourism and the hospitality industry. The tourism industry will be guided by the strategies that
are coming up for utilizing for the best trip and providing the worthwhile expedience for all the
patrons (Alvermann and Sanders, 2019). Digital marketing helps in promoting of the products by
online advertising as e- marketing. These advertise the products over the internet through the
electronic media, buying the various modes channels and helping in the marketing campaigns.
These campaigns will tourism and hospitality enterprises in building the quality of the website,
this also gives the strong media presence at the social media platform like the Facebook, Twitter,
Instagram (Christina, Fenni and Roselina, 2019).
The presence on digital marketing platforms will help the small and the medium
enterprise for establishing the creditability, also helps in improving the customer services,

furthermore it provides insights for the customers. The internet will help in launching the new
modes for marketing for the target audiences of the tourism and hospitality industry. From digital
marketing the user purchases the tourism and the travel tickets online Just by clicking one button
(Bala and Verma, 2018). Marketing digitally will help in search engine optimization also for
making the content attractive, email marketing and this marketing is mobile friendly. Marketing
digitally will provide the best pre trip experiences to the customers and information technologies
creates the new medium relationships for the selling and promoting the products. Guest can
receive quality information on the desired interest through digital technology (Dewi, 2020).
Moreover, with the good user experience 90% customers are increased preferences for
the hospitality and tourism packages and also visit the site for making the purchase. Digital
marketing also provides the unique points for selling the customers about the hospitality
industry, with the USP industry will provide the new and emerging facilities which the
competitors do not have this will help the increasing the business. Further more, with the use of
the digital marketing the queries for the customers about tourism and hospitality industries get
resolved very fast and Using the online marketing will build the social media appearance and
uploading AD with different good places and showing the potential customers about the
exclusive travel deals, packages for the hospitality services.
Various digital marketing strategies used in tourism and hospitality industry mainly are
the mobile applications with the wide range for reaching the references mainly the trip advisor,
yelp these are the apps constantly being used for deciding on the best experience. The important
strategies which can be used into hospitality industry are listing; The most important is listing the
hotel on the google which will provide many features to the industry and rating with the review,
also collection of the hotel on the industry page, adding the site manager, hotel attributes, also
integrate the meta search for hassle free bookings. Further more, the content marketing (which
creates the content post for promotion), SEO (this will improve the rankings of the industry at
the search engines pages ; also the SEA Will provide the (search advertising for appearing the
first for the researchers, the customers searches for the tourism and hospitality industry.
2. Why DM is important (Benefits of DM)
In today's competitive business environment and developing world, companies attempt to
move forward in tern of adopting new technologies and methods of promotion, which play
significant role in their success and excellent growth for which organisation may work really

harder along with teams of skilled and experience players. There is a greater important of digital
marketing in contemporary business environment, these are as follows (George, Anitsal and
Anitsal, 2021); Quick transmission of information: Digital marketing also generates and shares the
reviews with the rapid pace of the social media, about the travel and the hotels pictures
and making available about the review and feed back information. Nowadays, the tourism
has become the efficient for market with the various industries (Chaffey and et. al.,
2019). With the advent rise of the internet, people and the individuals ask google, yahoo,
and the other search engines for travelling at the best place and also about the hotels. For
many businesses the search engines play a critical role in establishing and achieving
success for the online marketing (Cao, 2018). Generating brand awareness: Digital marketing is one of the best and most effective
sources that contemporary organizations are using to obtain desire outcomes whether it is
to generate brand awareness or promote a product & service worldwide. In the recent
time, each organization effort to utilize the best digital marketing channels such as social
media, in order to generate awareness about existing offers, goods and services that they
are produce or plan to provide (Ghotbifar, Marjani and Ramazani, 2017).
 Information gathering: The most critical marketing function that marketers may effort to
conduct and practice is information gathering. Various companies may conduct market
research to collect relevant information about customers needs and current market trends
that may put negative impact on their tactic and efforts as well in term of driving
attention to make major modifications (Jamshido'g'li, RakhmonjonZokirjono'g'li and
Kholdorovna, 2020). In addition to this, marketers may take action to utilize digital
technologies for purpose of collecting appropriate and detailed info that help to develop
plan for products or services promotions (Hu and Yao, 2021).
3. DM vs Traditional Marketing (Broadcast and Print media)
DM TM
Meaning: Digital marketing is a strategy of
marketing for which a market of business firm
takes considerations of use of digital
Meaning: Traditional marketing involves
promotion of products or services of a business
firm with the help of traditional marketing

technology to assist the marketing tactics
(Galipoglu and et. al., 2018).
tools (Hanlon, 2019).
Includes;
 Websites
 Social networking sites
 Banner ads Google ads
Includes;
 Print media
 Broadcast media
 Telemarketing
 Direct mail
Advantages
 Wide approach
 Cost effective
Disadvantages
 Comparative low relations formed
 Complex
Advantages
 Better relations
 Instant feedback
Disadvantages
 Small approach
 Costly method
4. DM tools
Digital marketing tools refers to promotion of brands in respect to connect with potential
customers using various forms of tools and communication tactics. Following are some DM tools
which are popular (Jamshido'g'li, RakhmonjonZokirjono'g'li and Kholdorovna, 2020).
4.1 Content Marketing
The content marketing plays a vial role in enhancing the online businesses of company
through their effective process and online exposure. By the help of three platforms i.e., paid, earn
and owned uses as a process to from the complete scenario of content marketing (Kingsnorth,
2019).
4.1.1 Paid
Paid- it includes pay per click, social media advertising, paid content promotion etc. the
paid media offers the brands a platform on which audiences can targeted audience from SEO and
PPC (O'Shea And et. al., 2018).

4.1.2 Earned
Earn – it includes social sharing and other activities to generate the rush. The data that
used in marketing are user generated. It conclude as an most trustworthy information. But also
conflicts because of difficult to crack (McCabe and Weaver, 2018).
4.1.3 Owned
Owned- this type media marketing concludes the brand owned websites, blogs as well as
personal channel of social media at which they build the direct relationships to potential
customers (Gbadamosi, 2020).
4.2 SEM/ SEO
Search engine optimization is another digital marketing tactic that Haytor marketing
section may utilize and perform accordingly (Sheffield, 2020). It is often goes hand in hand with
content promotion, when a guest from content marketing conduct investigation for which hotel
they may consider and plan to visit their for purpose of spending the best and most precious time
with friends, family members or love one (Natorina, 2020). It is a kind of key procedures of
getting web traffic from free, editorial, and natural search outcomes in search engines (Natorina,
2020).
4.3 SMM
The social media marketing is the process through which companies promote their
products and service at social media platforms. Through the help of such sites such as Facebook,
Instagram, and you tube that companies uses to promote their product. The ads were highlighted
in various form like in video content, as well as posters of reviewed product (Albats, et. al.,
2020).
4.4 Mobile
Mobile marketing is the channel marketing in which companies reached to their
customers through the help of smartphones and tablets by SMS, email as well as through mobile
applications.
4.5 E-mail
This type of marketing uses the source of email for sending the commercial messages.
Through this platforms several promotions and advertisement of products can be send to its
potential customers through which they can get the information regarding to specified product

that companies offered. It is known as one of the reliable tool in marketing because of direct
relationship to customers (Shehu, 2018).
4.6 Company website
The mentioned tool comes in owned marketing strategy at which company rely on their
personnel source for advertise its product. For the advertisement of such websites several social
media platforms used. These platforms shows the ads of such websites at which customers can
go through by dimple click. It is also known as diversion of traffic (Fan, 2019).
4.7 Apps
These are the specified apps that succours the companies into automate their content ,
enhance the site speed as well as edit the calender automatically that ultimately enhance the
productivity in a short span of time. Due to such effective practice and features the process fully
automated that makes the content marketing for representable and profitable. Tools such as
Buffer, skitch and thing links are the some tools comes under the marketing apps (Roopchund,
2019).
4.8 Other DM tools
4.8.1 QR codes
This type of marketing known as quick responses. Marketers uses such type of marketing
strategy on magazine billboards as well as web page. It is conclude as one of the quick responses
through which potential customers can get the information about the specified products without
any hectic process.
4.8.2 VR/ AR
It is one of the most presentable process through which brands can represent their
experiences in a unique manner. It offers the digital experience to audiences rather than physical
one through which product and services promoted. It offers the source of feedback that succours
the marketers to known even better to its potential customers.
The augmented reality is an evaluated trend. It allows the brands into marketing their
product and enhance their strategies. It has a unique feature of tapping which allows the
mentioned firm in attracting the number of customers. It offers the ease to customers to try the
product before buying them in their phones that enhanced the company value as well as sales due
to such AR interference.

4.8.3 Newsletter (CRM)
It is one of the most reliable factor in digital marketing at which data is synchronised with
the help of marketing operations through email systems. With such functions succours the
marketing team sales team to create more reliable communication platform.
4.8.4 Big data
The term big data refers to large, hard-to-manage volume of data which can be form os
structured and unstructured. This is an important tool which can be used for analysing insights
that aids towards better decision making in the business firm (Sanny, et. al., 2021).
5. Comparative analysis of 2 Tourism SMEs
DM tools SME 1 (Mogford Ltd.) SME 2 (Global Grange Ltd.)
Company website mogford.com/
The said company have a
decent website in which
detailed information in respect
to products and services
offered by them is being
mentioned (Sánchez, Sánchez-
Medina and Pellejero, 2020).
www.grangehotels.com
The given company have a
attractive website through
which various links are being
created in respect to wider
product and service range
being offered by respective
company.
SEO/SEM Mogford Ltd. takes use of
SEO tool being one of the
most popular tool in digital
marketing.
Global Grange Ltd. takes
guidance of SEO that helps
them to show better presence
in its respective operational
market (Sheffield, 2020).
App The given SME doesn't
supports mobile application.
Global Grange Ltd App
Mobile applications with the
wide range for reaching the
references mainly the trip
advisor, yelp these are the apps
constantly being used for
deciding on the best

experience.
E-mail [e-mail] [e-mail]
m
Other tool
SMM
 FB
 LinkedIn
 Instagram
 YouTube
 Twitter
Mogford Prescott Ltd - Home |
Facebook
MOGFORD HOTELS
LIMITED| LinkedIn
MOGFORD| Instagram
MOGFORD| YouTube
MOGFORD|Twitter
Global Grange Ltd- Home |
Facebook
Global Grange Ltd LIMITED|
LinkedIn
Global Grange Ltd| Instagram
Global Grange Ltd| YouTube
Global Grange Ltd|Twitter
Other DM tools Uses Bid data None
Conclusion and recommendations
From above analysis, it has been concluded that SME has enhanced their productivity
level and profits margin by gaining the attention of international travellers who prefer to travel
the whole world or specific location, for purpose of pleasure and commercial. They have taken
pleasure of increasing customers base and their satisfactory level which is not possible for any
hotel to do so in effective manner as it needed a lot of hard work, strategic strategy development
and initiatives related to digital marketing planning and monitoring everything accordingly.
Furthermore, by summing up above discussion, it has been summarized that development of
digital marketing strategies has stronger brands to gain competitive benefit. Their efforts and
initiatives has boost candidates morale and motivated them to perform even better than last few
years or months. Their functions and operations play vital role in unpredicted success of hotels
that in return satisfy stakeholders appropriately.
 Marketer to promote venture worldwide can take approach to create the social media
account on the most popular and trending site or platform such as Instagram, where
marketer can create a profits and add in depth information about hotel. With this strategy

they can collect feedbacks from customers and response to those who are taking interest
to visit hotel with friends and family members. It is the best way to interact with
individual person and gain their attention to take right decision about using top
accommodation services in the London, which are budget friendly and satisfactory as
well.
 Along with above one, they can take another suggestion into their consideration and that
is mobile application marketing, which consider as key procedure of developing
advertising campaigns in order to reach users at every phase of marketing funnel (What Is
Mobile App Marketing, 2018). With the help of this strategy, they can take initiative to
engage individual guest throughout their overall experience with specific application,
through which they can book rooms, other hospitality services of hotel without thinking
and searching too much for best. This tactic may offer individual different benefits such
as covers incentives offer to prompt engagement of all guest and entire visibility of their
application in app store. It is all about developing a campaign that allow marketer to
communicate with their users at stages of their life cycle and decision-making. It is fact
that mobile app marketing is becoming increasingly famous and trending among ventures
and service providers. From e-commerce outlets and payment banks to accommodation
provides, there is almost no sector where mobile app marketing have not proved their
effectiveness, value and development itself.
 It is important for marketer to chosen and use the best marketing tactic because it may
drive their concentration toward conducting each practice accordingly. For instance,
Hyton and Albion hotels marketers can take initiative focus on promoting their ventures
and additional valuable services through websites where, they can take action to update
everything according to major or minor changes, when it might be happened (Tanford,
Kim and Kim, 2020). As it contributes to generate web traffic and awareness among
people about how firm is serving their services by considering needs and expectations of
target market into consideration that is important and one of the main priorities of
companies. Their efforts and attempts in term of digital marketing tactics utilization
along with development and implementation enable them to gain competitive advantages
in bulk and unexpected benefits beyond stakeholders expectations.

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