Devising a Digital Marketing Strategy for Fat Duck Restaurant in the Tourism and Hospitality Industry

This report discusses the importance of digital marketing in the tourism and hospitality industry, with a focus on Fat Duck Restaurant. It includes a comparative analysis of overall marketing functions, treatment of digital marketing strategies and practices, and recommendations for the organisation. The report recommends the use of a wide range of digital marketing channels, a strong social media presence, accurate data, and identification of target audience for effective digital marketing strategies.

Devising a digital
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Digital marketing in the tourism and hospitality industries........................................................3
Comparative analysis of the overall marketing functions of the chosen organisations..............5
Treatment of digital marketing strategies and practices and their effectiveness in the chosen
organisations with a comparative analysis..................................................................................6
Recommendations.......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The concept of digital marketing is concerned with the promotion of business in order to
connect with the prospective market share through making use of the internet as well as other
forms of the digital communication. Within travel and tourism industry, the requirement of
digital marketing has been felt like never before wherein the customer-base have quick access to
all sort of information on the latest offers as well as best prices. In this modern period, digital
marketing plays a significant role in the success of each business that exists within the tourism
industry. In this report, Fat Duck Restaurant is taken into consideration an as organisation within
the hospitality industry which is a UK-based small and medium organisation (Abraham, 2021). It
is a fine dine restaurant in Bray, England and is run by celebrity chef proprietor Heston
Blumenthal. This report includes the aspect of digital marketing in the tourism and hospitality
industries and along with it, there will be a comparative analysis of overall marketing functions
of chosen organisations. Moreover, there will be discussion on treatment of digital marketing
strategies and practices as well as effectiveness in chosen restaurant with comparative analysis.
Furthermore, recommendations will also be given to the organisation regarding working
effectively within the business.
MAIN BODY
Digital marketing in the tourism and hospitality industries
Digital marketing is associated with the process of advertising that is delivered through
using different digital channels of the marketing such as websites, search engines, email, social
media and mobile applications (Ayestarán, 2021). Through making use of these online media
channels, the process of digital marketing is considered as a method by which the organisations
endorse products, services and brands. Within tourism and hospitality industries, the concept of
digital marketing provides access to a pool of information that is used by the marketers of the
organisation in a wide variety of ways. These ways in context to tourism and hospitality industry
include service designing, destination management as well as influence of the consumer
behaviour. In relation to hospitality industry, digital marketing provide assistance to Fat Duck
Restaurant in building and maintaining the online presence of the restaurant which includes
social media platforms and other search engines (Behera and et.al., 2020). In tourism industry,
the process of digital marketing facilitates in developing brand awareness through having a string

presence on these marketing channels. Online communications enable the marketers in the
process of recognising the existing trends of the travel and tourism industry, analysing the
behaviour of customer, increasing the experiences of their travel as well as enhancing the scope
for the continuous improvement. Digital marketing facilitates Fat Duck Restaurant in better
understanding the market share which in turn can be a boon to channelise the strategies for the
purpose of meeting targeted objectives (Chauhan and Kar, 2019). It is the key purpose of the
digital marketing that it helps organisations of travel and hospitality in promoting the business
and making it stand out from their competitors, capturing market share as well as generating
brand awareness. The market share turn to the internet in order to search for the hotels,
restaurants, spas and many other recreational activities. Therefore, it is crucial for Fat Duck
Restaurant to develop a good and effective digital marketing strategy as it will help the
organisation in easily reaching all its potential target-base and it will also build a loyal customer-
base for the respective organisation. The social media channel of the digital marketing has a
great influence on the tourism industry as customer-base gets engaged with the social networking
sites in order to research the trips, making informed decisions regarding their travels along with
sharing their personal experience of a specific hotel, restaurant and any other organisation within
the respective industry.
Digital marketing strategy involves an assessment of the particular goals and objectives
which are attainable through the online channels. In this modern era, the market-base transact the
business on their mobile devices so in order to capture such market share, a well initiated digital
marketing strategy can be significant to the success of the organisation such as Fat Duck
Restaurant (Dahiya and Gayatri, 2018). With the help of digital marketing process, the players
within the tourism industry have been able to convincingly inform their prospective market share
regarding wide ranges of services that are available to them. As a result, there has been an
increase in the number of visitors who are travelling to the different destinations of choices.
There are a large number of factors that are influencing the success of the process of
digital marketing within the tourism industry. These factors include a strong social media
presence, a quality website, search engine optimisation, attractive content, e-mail marketing as
well as mobile-friendly. In context to Fat Duck Restaurant, the organisation uses different
strategies of digital marketing for the purpose of creating a better and effective awareness and
understanding to cater to the wants and needs of its domestic as well as global tourists. By

making use of the digital marketing process within the business, the respective organisation is
able to get the immediate as well as direct feedbacks from its potential customers which provide
assistance to the organisation in better understanding their requirements.
Comparative analysis of the overall marketing functions of the chosen organisations
A marketing function is the specific activity that is performed within the marketing
process (Dahiya, 2019). The marketing function is significant for taking the products as well as
services of the organisation from the place of origin to the place of consumption. Therefore, the
functions of marketing are considered as activities or operations for connecting the original
producer along with the ultimate consumer. Within the tourism industry, the marketing function
is considered as a systematic as well as coordinated initiation of business policies by the tourism
organisations that are operating at local, regional, national or global level for achieving optimal
satisfaction of requirements of identifiable tourists groups. The use of marketing function within
the hospitality and tourism industry facilitates in inspiring the customer loyalty while also
reaching out to new marker share is a significant part for ensuring the success of an organisation
within the hospitality industry. There are a large number of marketing functions and some of
these functions include promotion, selling, product management, pricing, marketing information
management, financing, distribution and many others. These functions play a great role in
different types of organisations. In order to conduct comparative analysis, there will be
comparison of different functions of marketing. Promotion promotes brand awareness while
interacting target market regarding the products and services of the organisation (Gunnoo,
Rumjauny and Chuttur, 2019). In order to perform the marketing function of selling, Fat Duck
Restaurant is required to adopt effective promotional strategies that will help the organisation in
capturing a large number of market share towards the products and services of the brand. The
marketing function of product management consists of development, design as well as
improvement of products and services and at the same time marketing function of financing
provide assistance to Fat Duck Restaurant in allocating the funds for the different activities of the
business (Jashari, Fetaji and Guetl, 2021). The financial marketing function of Fat Duck
Restaurant will provide funds for the development, designing and improving the products and
related services of the restaurant. This will help the organisation in conducting its business
operations in an effective and efficient manner to run the business smoothly. Another marketing
function is of marketing information management in which the organisation collect the

information of its market-base regarding the price of the products and services of the
organisation. By understanding the perceptions of the market share regarding the prices of
products and services of restaurants, the organisation is able to capture a large number of
customers towards the brand. Necessarily, without the channel or the process of the distribution,
the marketing channel within Fat Duck Restaurant would not exist. The marketing function of
selling tends to play a significant role upfront in the life cycle of the market share while the
marketing function of distribution becomes crucial on the receipt of the order of a customer
(Luangrath and et.al.,2022). Selling and distributing functions of marketing also often
communicate with distinct parties in the same customer organisation.
Making use of the digital marketing within the tourism and hospitality industry can
amplify or enhance the presence of the brand. It will also provide assistance to the organisation
in the process of developing customised content for the consumption on the social media as well
as boosts the revenues and profits of the organisation after the process of engaging with more of
the market share. Digital marketing on the social media also facilitates in creating the platforms
for the user interactions as well as feedbacks. Tourists share favourable or unfavourable
feedbacks and reviews on the basis of their travel experiences. Therefore, the process of digital
marketing is based on the relationships instead of the transactions. The aspect of digital
marketing can also provide assistance to Fat Duck Restaurant in dominating the outcomes that
are associated with the search engines. An organisation within the hospitality or tourism industry
such as Fat Duck Restaurant can apply a digital marketing strategy for the purpose of creating
appealing digital content in order to gain the recognition. It can also apply for the purpose of
creating particular advertisements so that it can capture a wide number of market share
(Oluwasola, 2020). Another reason for applying digital marketing strategy within the business is
to engage in the process of ongoing communication with the target market for them in order to
maintain the level of satisfaction as well as loyalty of the customers to the business.
Treatment of digital marketing strategies and practices and their effectiveness in the chosen
organisations with a comparative analysis
Digital marketing strategies is concerned with a set of planned actions that are to b
performed online for reaching the particular goals and objectives of an organisation. The
strategies and practices of digital marketing involve assessment of the specific goals and targets
which are attainable with the support of online channels. There are a wide variety of strategies

and practices of digital marketing that helps an organisation like Fat Duck Restaurant in
providing a direction for operating the functions of business in an effective and efficient manner.
Some of the strategies and practices of marketing include social media marketing platforms,
influencer marketing, content marketing, mobile marketing, using accurate data, identification of
target audience and many more. The digital marketing strategy of social media platforms can be
treated in such a way that the restaurant can develop a multichannel approach in reaching to the
aspects as well as market share (Ratynskyi and et.al.,2021). The organisation must also ensure
that each platform is used in unique ways for encouraging the users to follow the organisation
across services. The digital marketing strategy of influencer marketing can be improved through
using the knowledge, authority, authenticity, leverage or position of the power within the
business for engaging with the followers. The content marketing strategy can be improved
through determining the audience and the information or message the organisation want to tell to
its market share. Fat Duck Restaurant can also treat this kind of digital marketing strategy
through analysing the historical content as well as establishing its content marketing objectives
and goals. Then the restaurant should develop a high level editorial plan as well as content
calendar. The digital marketing strategy of identification of target market can be improved
through starting with the existing customers of the restaurant and then thinking of the benefits
not features of their products and services that are provided to the target market. The
organisation then accumulate the demographic data on its target audience and after that it will
sending out its customer surveys. Search engine optimisation which is another type of digital
marketing strategy can be improved through adding some essential elements to the SEO
marketing strategy of Fat Duck Restaurant. The organisation should conduct in-depth analysis as
customer site content is essential for ranking in the search results as well as facilitating leads to
learn more regarding the business (Shah, Naeem and Bhatti, 2021). In this way, content
marketing will allow the respective restaurant in sharing its knowledge as well as expertise with
its target market. This is an excellent method which will provide assistance to the organisation in
the process of developing its business as an authority at time when valuable traffic is driven to
the site of the restaurant. The email campaign strategy of the digital marketing can get improved
through getting personal and keeping their subject lines short along with picking the correct time
for the email sending. The organisation can improve this kind of digital marketing strategy

through segmenting its subscribers and re-engaging with the inactive customers that are available
within the market place.
The digital marketing strategies provide assistance to the respective restaurant in
conducting the communication with the target market in a direct manner who see its content,
notably through messages, website channels, reviews as well as social media posts. This
represents that those market share which the organisation care about what it say and think,
leading it to feel respected and part of the community the organisation is building (Srivastava,
Bala and Kumar, 2020). The effectiveness of the digital marketing strategy can be measured
through how well the digital marketing strategies of the respective restaurant enhance its revenue
and profits while reducing its cost of the customer acquisition. Digital marketing is the most
powerful tool of the process of marketing and making use of the different digital marketing
strategies as well as practices is considered as the most cost-effective approach to market the
business of Fat Duck Restaurant. The process of digital marketing brings effectiveness within the
respective organisation and one of the greatest benefits of the digital marketing is that it permits
the restaurant in the process of targeting its ideal buyers. Using the tool of digital marketing
provide assistance in guessing out of who are the customers of the organisation so that the
managers of restaurant can get personalise the process of communications along with refining
the process of targeting.
Recommendations
From the above discussion, it is recommended to the managers of Fat Duck Restaurant
that they must use a wide number of digital marketing channels that provide assistance to the
organisation in conducting its marketing operations in an effective manner. This will help the
restaurant in capturing a large number of market share through describing the benefits and
unique features of the products and services of the organisation (Suh and Chow, 2021). The use
of different strategies and practices of digital marketing facilitates in enhancing the revenues and
level of profitability as well as productivity of the business as a whole. The managers of Fat
Duck Restaurant are also recommended to adopt the changes within the different strategies and
practices of digital marketing. Because this will help in bringing the effectiveness within the
workplace and its business operations. This will result in the improvement of the performance of
business organisation as a whole. The administration of the restaurant are also recommended to
improve their digital marketing strategy through focussing on the conversions and setting the

stage for the long-term value which will help the organisation in achieving the goals as well as
objectives of the business in an effective and efficient manner. The superiors of the respective
restaurant are recommended to double down on the customer service as providing effective and
best customer service to the market share will provide assistance to the organisation in
maintaining customer loyalty with the brand within the market place. A wide variety of the
digital marketing strategies and tools will also facilitate the restaurant in enhancing its business
through conducting its online presence on the different social media platforms such as Facebook,
Instagram, You Tube and Twitter. Fat Duck Restaurant is also recommended to adopt digital
marketing strategies because it will allow the organisation in boosting the website of the
restaurant as well as its online sales (ul Haq and et.al., 2020). This can be done through creating
the business more visible as well a accessible to a broader range of the market share who are
already identifying the products and services of the organisation. This will be easy for Fat Duck
Restaurant to see how digital marketing provide assistance to the organisation in getting
connected with its customer-base. The managers of Fat Duck Restaurant are recommended to
provide great user experience on their website as it is a great key to success within the process of
the digital marketing. The website is considered as a brand of the organisation in the online form
and it should not only give information and knowledge but also provide easy as well as effective
tools and practices for the purpose of selling the products and services of the restaurant or
driving and persuading the market share to buy the product or service of the organisation.
CONCLUSION
From above explanation of the report, it has been concluded that the process of digital
marketing is important as it connects an organisation with its market share when they are online
and is an effective approach within all kinds of industries. This process provides endless
opportunities to the businesses and gives business a platform for interacting with its market-base
as well as targeted audience. Within this report, the significance of digital marketing in the
tourism and hospitality industry has been explained. Along with it, there has been a comparative
analysis of whole functions of marketing of the chosen organisation. Treatment of digital
marketing strategies as well as practices along with the effectiveness in organisation has also
been covered in this report. Additionally, recommendations have been given to chosen
organisation regarding improving its strategies that are concerned with the process of digital
marketing.

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