Devising a Digital Marketing Strategy for Mogford Limited and Global Grange

This report discusses the importance of digital marketing in the tourism and hospitality industry and provides a comparative analysis of Mogford Limited and Global Grange. It also recommends strategies for developing a strong social media presence, using email marketing, investing in SEO, developing high-quality content, and using data analytics. The recommendations are creative and justifiable based on industry best practices.

Devising a digital
marketing strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
Review of the relevant academic literature pertaining to digital marketing in the tourism........4
Comparative analysis of the overall marketing functions of the chosen organisations..............4
Treatment of digital marketing strategies and practices and their effectiveness ........................4
Recommendations and their Quality (how creative and justifiable)..........................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing is considered as key approach in managing key operations of a
business in order to increase the sales and revenue. The digital marketing related tools and
techniques are important for the business in order to develop and lead the competition. The
hospitality sector includes focus on key marketing in the era of stiff competition in order to move
ahead of competitors (Carvalhosa, Portela and Machado, 2017). Tourism and hospitality industry
is providing services in comparative and growing environment. There are different types of
regulation of government over this industry bt at same time, government is also providing
support to this industry as it provide economic development to a country. Use of digital strategies
in this industry provide competitive advantage to a business and also helps them to differentiate
their services from those of competitors.
In this project example of Mogford Limited and Global Grange is taken into considered for
better understanding of dimensions of marketing. Both travel agencies are located in London and
they provide world class services. Among these Mogford company is one which has 182
employees working in is organisation in order to improve performance of company. It is a
company which has 5 companies in their family. It is one of company which is earning around
$8.62 million in sales. Global Grange limited on the other hand other travel accommodation
company which has employed around 234 employees in UK (Chaffey and Smith, 2017). It is one
of organisation which is generating $16.56 million in sales. There are around 24 companies
under this business which provide them success. This project will cover key aspects of digital
marketing in tourism sector to perform business development. This report will cover key
marketing strategies which are effectiveness and marketing development. The report also
includes effective research and analysis of major arguments and discussion on information and
technology based marketing solutions. The digital marketing techniques are widely used by a
business entity in order to attract large number of customers.

TASK
Review of the relevant academic literature pertaining to digital marketing in the tourism
The tourism and hospitality sector is one of the fastest growing sector all over the world.
Every year in United Kingdom, large number of tourists come to visit the country and watch the
best places. This has led to increase in competition between key companies and also demanded
for majority of operations. Traditional business practices has become outdated as they are unable
to perform key business operations according to the contemporary business environment
(Charlesworth, 2020). It is also key role of a business to set up major approach in digital
marketing to deal with all major consequences and issues in digital marketing. Business entity
should hire IT experts in order to perform key marketing operations in a digital way. The key
role of a business is to also support digital marketing operations with more stability to perform
optimum utilisation of resources.
Digital marketing is considered as an important tool for business in tourism and hospitality
industry. It is a tool which is advertising different services offered by firm through digital
channels like social medial platform, engines, email and other websites. Tourism industry is
rapidly growing and there is increasing interest of people in this industry which create
opportunity for business operating in this industry. Now people are more emphasis on other
component at time of investing in tourism and hospitality industry are comfort zone, additional
services offered by them, convenience and other things (Ferrell, Hartline and Hochstein, 2021).
People now a days are using digital technologies in a great context which create opportunity for
business operating in this industry as they can use digital marketing tool in order to increase
awareness among customers. There are different digital marketing platform and all these allow
firm to linked these advertisement with customers. With use of social media marketing, firm can
interact with their customers on different platforms like Facebook, Instagram, twitter, LinkedIn,
Pinterest and others. All these platform allow business to interact with customers, provide them
information about new offering of firm and other things. On basis of it, firm can also solve
problem of customers and also understand problem faced by them. It also allow firm to
understand needs and requirement of customers and helps business to make changes in their
organisation accordingly.

Digital marketing is one which is aiming to introduce new technologies and also helps firm to
integrate these technologies with customer data which allow firm to develop more organised
content for customers. It is also important for business in order to use different marketing plan
which are based web, emails and social media platform (Fierro, Cardona Arbelaez and
Gavilanez, 2017). It is based on different web platform, content, consumer data and other things.
On basis of using digital marketing strategies, business can develop different pull and push
strategies.
Comparative analysis of the overall marketing functions of the chosen organisations
Comparative analysis is a process which is used to compare different items with each other and
also helps to identify differences and similarities among two organisation. In a business at time
when they are finding out an idea, question, problem, theories and other, comparative analysis
provide better understanding about an issue, helps them to form a strategy. Comparative market
analysis is one of method which is used by business of real estate agent in order to estimating
current marketing values of business before enrolling it on real estate market (Gupta and
Chokshi, 2020). It is considered as an important pricing strategy in business which is used to
compare different buildings on basis of factors like condition, location, style and also location in
order to determine its right value. It is one of tool which in business in order to estimate fair
process which allow hospital organisation to offer competitive prices. There is different reason
for which comparative analysis is conducted in business which helps them to identify different
things mentioned below:
 For finding out strategies of direct and indirect competitors who affect business as well as
its operation. Competitors create negative impact over operation of business and it is
essential for an organisation to find out different competitors of business that create
negative impact over operation of firm (Saura, Palos-Sánchez and Cerdá Suárez, 2017).
 Accounting strategies like budget is also determine on basis of accounting. It is important
in order to compete with other marketing players in market and allow firm to develop
strategies which assist them to compete with others (Kannan, 2017).
 financial health of business like investment and profit margins is also impact on basis of
comparative analysis. It helps business to understand whether they are earning sufficient
in compare to competitors.

 It also helps firm to understand impact of trend of over firm and also over its target
audiences. It is also important for firm in order to understand that target audience is
seeing the current trends and allow firm to formulate strategies according to that.
Comparative analysis is one which is consist pattern analysis, data filtration and also decision
tree. Comparative analysis conducted for business of Mogford Limited and Global Grange.
These analysis for both of these companies are mentioned below:
Competitors: There are different types of competitors in business which create threat for
business and also create negative impact over profitability of firm. Competitors with their efforts
try to capture marketing share of business and also trying to attract customers of company. In
tourism and hospital industry, there are various competitors in both domestic and international
market (Kannan, 2020). Competitors of Mogford Limited and Global Grange are creating
negative impact negative impact over business.
Sales: Sales is another component on basis of which two companies can be compared.
Companies carry out business in order to sale their products and services in marketplaces. It
allow them to earn profit in exchange of their products and service. It is also important for firm
in order to overcome of expenses and also to earn profit (Pandey, Nayal and Rathore, 2020).
Mogford Limited and Global Grange are the organisations which are getting sufficient sales that
provide them success in marketplace. In order to maintain sales, business is making efforts in
different manner.
Dividends and revenue: Revenue can be described as money which is generated by a business
from their business operation and is calculated on basis of sales prices as well as number of units
sold by them. It is depended over sales of company and allow firm to generate income by
conducting their operation in marketplace (Key, 2017). Mogford Limited is a business which is
earning around $8.62 million whereas Global Grange business is earning around $16.56 million
revenue for business on basis of sales.
Research and development: Research and development is considered as an important
marketing function of business. It is important for business as it allow them for purpose carry out
which products has high demand in marketplace. It is also important for business as it helps
business in order to identify trends in marketplace. On basis of adoption of these trends in
market, business can take advantage in business. Mogford Limited and Global Grange business
are investing highly on research and development activities which provide them opportunity to

adopt digital strategies in marketplace. On basis of these strategies, business can differentiate
their products from those of others which helps them in hospitality and tourism industry.
Financial position: Financial position is another important component which is current balance
of assets, liability as well as equity of business. It consist information and records of balance
sheet in financial sheets of business (Negoiţă, Purcărea and Coman, 2018). Both Global Grange
and Mogford Limited are earning sufficient profit in market and also posses good financial
position in market which allow them to compete in marketplace.
Treatment of digital marketing strategies and practices and their effectiveness
The treatment of digital marketing strategies and practices are important for a business to
be evaluated. It is main role of a business to develop key approach in managing the major
operations with marketing strategies. It is also one of the key function of marketing management
to set up effectiveness in digital marketing strategies (Khan, and Nawaz, 2021). The adoption of
marketing strategies and practices will help the company to increase chances of growth and
expansion. In the recent times, all major companies in the hospitality sector should adopt digital
marketing to move ahead of its competitors. The main focus of Mogford Limited and Global
Grange should be on evaluation and implementation of following marketing strategies:
Digital Marketing mix-
 Price- The price of a product is considered as the final cost including the profit margin.
In order to develop digital marketing related functions it is key role of a business to set
affordable prices for selling online products.
 Place- The place is the actual location selected by a business entity to perform
development of systematic approach in selling goods and services. Place is one of the
major aspects which needs to be covered by a business. The digital marketing based
organisations should focus on selling online products and services to increase sales
turnover.
 Promotion- In digital marketing online promotion is considered as most crucial
functions. The main role of a business is to develop customer centric approach in
formulating promotion of a product or service (Kim and Moon, 2021). The online
promotion through social media websites will be used by Mogford Limited and Global
Grange to reach customers all across United Kingdom.

 Product- The product is the final output developed and produced by a company in order
to perform key operations. It is major role of a business to develop products with total
quality management in order to provide key and effective business practices. The
products should be developed by operations management of Mogford Limited and Global
Grange enterprises to seek attention of the customers.
Effectiveness of digital marketing strategies:
Digital marketing strategies are beneficia for both Mogford Limited and Global Grange as it
allow firm to reach to its target customers in less cost. It is also important for business as it allow
them for purpose of increasing awareness of customers and also increase brand loyalty of
customers. Some of different benefits of Mogford Limited and Global Grange are mentioned
below:
Global reach: It is one of strategy which helps firm for purpose of reaching to international
market by finding out market and also to allow business to invest globally. Digital marketing tool
has global reach which allow any small business to reach to large target market easily without
consuming much time. It also helps business to reach to international level and sell their products
in international market (Kundu, 2021). Mogford Limited and Global Grange are organisations
which can adopt digital marketing for purpose of expansion of their business in international
level by increasing customer awareness. On basis of it, business can increase numbers of
customers who travel to UK.
Lower cost: It is one of marketing strategy of business which allow firm to increase reach of
customers n less cost and also in less time. It is also important for firm in order to reach to right
target market. It is important for business to identify right target customers for their business as
in order to target all customers can results in waste of efforts for firm. With use of digital
marketing strategies, Mogford Limited and Global Grange can reach to its target audience
without much efforts and cost. Cost of traditional marketing strategies are higher in compare to
digital marketing strategies.
Trackable and measurable results: Digital marketing is one of strategy which is used by
business for purpose of measuring of online marketing through web analytics. I is a too which is
used by business in order to establishes effectiveness of marketing campaign (Minculete and
Olar, 2018). It is used in order to get detained information about ways in which customers can
use websites and also respond in context of advertisement. Mogford Limited and Global Grange

are using these sigitla makreitng strategies in business which allow them to track effectiveness of
their strategies on basis of online metric tools.
Recommendations and their Quality (how creative and justifiable)
In the functioning of a business, it is essential to focus on key recommendations which
are important for systematic and precise growth. Following the recommendations helps a
business entity to deliver best practices in order to survive at the marketplace. The
recommendations which are to be followed by Mogford Limited and Global Grange in order to
lead the marketplace are mentioned below with their quality analysis:
 Strategies and planning- The business should develop major strategies and planning in
order to eliminate risk associated with the operations. It is one of the major
responsibilities of marketing management of Mogford Limited and Global Grange to take
assistance of planning to deliver best business practices.
 USP(Unique selling preposition)- In order to develop a focused approach in managing
key competitors, it is essential for Mogford Limited and Global Grange to develop USP.
The business can take support of higher level authorities to develop support in
maintaining the unique selling. This will help in increasing the chances of marketplace
success and will also lead to increase the goodwill of both companies.
 IT tools and techniques- Mogford Limited and Global Grange can take the advantage of
using best IT tools to support business operations. In order to lead the competition, it is
essential for the companies to maintain effectiveness in selecting major IT tools like
Management information systems, decision support systems and customer relationship
management.
 Focus on increasing engagement: It is also recommended to businesses of Mogford
Limited and Global Grange to improve engagement of customers as it helps firms to
provide more information about new products and services to customers and allow them
to retain customers with the business for long term. It is also important for business as it
increase the chances of purchase and allow a firm to increase the loyalty of customers.
 Improve website of business: It is also recommended to businesses of Mogford
Limited and Global Grange to make improvements to their website. It helps businesses to
create a good experience of customers with the use of the website. It allows customers to
use the website of a firm without any problem and use it for the long term. It helps them

to increasing the engagement of customers as they can use their website without any
disturbance. Business is using the website of the firm for different purposes like the
purchase of products and service, taking information and others. Any problem in a
website like taking too much time to procced and bugs create negative impact over
operation of the firm. It create negative impact over image of company in minds of the
consumer.

CONCLUSION
From the above stated report it can be concluded that in order to perform digital
marketing operations in order to increase profitability. The project concludes that planning and
strategic frameworks are important part of marketing functional development. There are different
types of comparative analysis used by business in order to understand performance of firm on
basis of sales, profitability and competitors. On basis of using these analysis, firm can use
different develop different types of strategies. This project concludes that it is significant for
traditional business organisations to take support of marketing activities in order to increase the
chances of business growth and expansion. It allow business to take various advantages in
marketplaces and also to gain competitive advantage. On basis of it, firm can use personalised
content which allow firm to increase number of customers. This project concludes that it is
essential for a business to follow certain recommendations in order to gain desired success at the
marketplace.

REFERENCES
Books and Journals
Carvalhosa, P., Portela, F.,and Machado, J., 2017, April. Pervasiveness in digital marketing–a
global overview. In World Conference on Information Systems and Technologies (pp.
391-398). Springer, Cham.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Routledge.
Charlesworth, A., 2020. Absolute Essentials of Digital Marketing. Routledge.
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage Learning.
Fierro, I., Cardona Arbelaez, D.A. and Gavilanez, J., 2017. Digital marketing: a new tool for
international education. Pensamiento & Gestión, (42), pp.241-260.
Gupta, S. and Chokshi, S., 2020, April. Digital marketing effectiveness using incrementality.
In International Conference on Advances in Computing and Data Sciences (pp. 66-75).
Springer, Singapore.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
journal of research in marketing, 34(1), pp.22-45.
Kannan, P.K., 2020. 15 Key Components of a Digital Marketing Strategy. The Routledge
Companion to Strategic Marketing.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Khan, R.Z. and Nawaz, H., 2021. Impact and Challenges of Digital Marketing during Covid-19
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Kim, K.H. and Moon, H., 2021. Innovative digital marketing management in B2B
markets. Industrial Marketing Management, 95, pp.1-4.
Kundu, S., 2021. Digital Marketing Trends and Prospects: Develop an effective Digital
Marketing strategy with SEO, SEM, PPC, Digital Display Ads & Email Marketing
techniques.(English Edition). Bpb Publications.
Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital marketing.
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