Digital Marketing in the Hospitality Industry: A Case Study of Marriott Hotel

DIGITALMARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
Environmental analysis................................................................................................................3
TASK 2............................................................................................................................................5
Critical assessment of digital tools..............................................................................................5
TASK 3............................................................................................................................................7
Digital Marketing Plan................................................................................................................7
TASK 4..........................................................................................................................................10
Methods and ways of Monitoring, Evaluating Measuring........................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing in the hospitality industry is a very diverse and yet effective concept
where the different digital tools and platforms are used to market the products and services of the
hospitality organisation (MENESES, 2020). Marriott Hotel is an extremely popular brand name
that has its hotels operating throughout the world. The current report will analyse the existing
market to identify the critical facets’ that affect the digital marketing and the different digital
tools will also be critically analysed. Further the report will present a digital marketing plan
developed for Marriott hotel and lastly the proper monitoring and evaluation techniques that can
be used by the hotel to monitor the applicability of the plan that has been developed will also be
presented comprehensively.
MAIN BODY
TASK 1
Environmental analysis
The Marriott hotel has been categorized as major contributor in the list of the most luxurious
hotels in the world. The hotel as slowly ventured into the digital marketing platforms as well.
The term digital marketing can be defined as the use of different digital and technological
platforms that are used for the purpose of marketing unlike the traditional methods that were
used for marketing (Baumgart, 2020). The president of the global and creative content in
Marriott hotel i.e. David Beebe had presented the changed emphasis on the 3 C’s i.e. Content,
Community and Commerce that the company would be focusing upon in order to draw relevant
strategies that can enhance the presence on the digital marketing platforms. The digital
landscape that the company can use for their marketing strategies and activities mainly involve
the use of social media platforms, online presence, engaging in differ tools and techniques such
as live sessions etc. and these tools collectively help in targeting the customers today where the
millennials are the mainly targeted audience of Marriott hotel as well. In order to analyse the
different factors that can affect the marketing campaign of the Marriott hotel as well, following
are the key factors or characteristics that can be analysed accordingly:
 Content analysis and marketing: The digital marketing team at the Marriott hotel can
prioritise the selection of effective content for its marketing strategies where the use of
content is the key behind the attraction of the majority of customers today (Narciso,
2019). Since the young travellers is the mainly targeted population of the Marriott hotel,
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using creative content that is based on customer insights is the current strategy that can
affect the business positively. Increasing the awareness by their marketing campaigns
regarding the surrounding nature, the engagement of the customers by using different
quizzes games etc. and the authenticity in the advertisements are the major digital
marketing strategies that are being used on the social media and digital media platforms
immensely.
 Technological Factor: The term digital marketing is itself the technology that is required
to be used in order to develop digital marketing campaigns (Aswani and Gugloth, 2017).
The integration of technological assistance in creating advanced marketing campaigns
such as 3D videos, live canvassing etc. are the major developments that can be used.
Additionally, the technological advancement also assists the regular monitoring and
maintenance of the different techniques that are being applied in the market. The use of
software they are developed for monitoring the figures related to sales and customer
engagements, use of technological devices etc. all assist in the better achievement of the
technological goals that have been set up and the results that will be drawn.
 Diversification: Diversification is another key strategy that is used by the organisations
today in order to increase the diversified campaigns and the manner in which they target
the different categories of the potential customers segment. There are various offline i.e.
traditional marketing campaign mediums as well as the online marketing campaign
mediums (Gursoy, Del Chiappa and Zhang, 2017). The organisation that is able to
effectively integrate the marketing activities on both the platforms is able to successfully
tap the potential of the customers and target maximum of them. The Marriott hotel can
use the diversification strategy where the different online as well offline marketing
mechanisms can be used to ensure that the publicity and marketing is wide and the
attracted customers are also operating at a wider range.
Opportunities of employing digital marketing campaigns:
There are several benefits of using the digital marketing schemes in the present era where
the digital marketing helps in integrating the efforts that are undertaken in order to promote the
products and services that are being given by the organisations. In the hospitality industry
baisca.lly, the major emphasis lies on the content quality and the degree to which the different
campaigns appeal to the mindset and taste of the audience that has been targeted. For Marriott
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