The Edison George Town Hotel, Penang: Digital Marketing Strategy

This case study discusses the current position and functions of The Edison George Town Hotel, Penang. It also covers the buyer's persona and customers' journey, along with different touchpoints. The digital marketing strategy targeting each marketing funnel TOFU, BOFU and MOFU is also discussed.

Case Study: The Edison
George Town Hotel, Penang

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY..................................................................................................................................2
Edison’s George Town hotel’s current position and functions...................................................2
Buyers’ persona...........................................................................................................................2
Customers’ journey and different touchpoints............................................................................2
Digital strategy that target each marketing funnel TOFU, BOFU and MOFU...........................3
REFERENCES................................................................................................................................4
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MAIN BODY
Edison’s George Town hotel’s current position and functions
In regard to its operations and its functions, it is found that this lifestyle hotel operator
focusing on promotion of career growth of employees. It believes that employees are one of the
main key resources of the company that can help this company out in meeting goals. So, it
focuses on improving relations with them. It has numbers of employees and provides deluxe
rooms, deluxe premium rooms and suite as per the customers’ needs and after restoring and
rebuilding, it is now focusing on digital marketing (Bradley and Smith, 2019). It also provides
guest services, safety services, on site activities and others.
Buyers’ persona
In this regard, it can be said that buyer’s persona refers detailed description of someone
who represent target audience. Some important details. For marketing, promoting of services and
attracting customers, this hotel needs to target customers and this buyer’s persona can help it out.
Professional and people with medium and high income. People who enjoy traveling and want to
explore nature (Pelaez, 2018). Males and females both with age group of 18-60. Heavy social
media interactive people.
Customers’ journey and different touchpoints
For increasing customers’ attraction and retention rate, this hotel needs to identify some
customers’ touchpoint and considering them while developing marketing strategy. There are 4-5
stages of customers´ journey such as:
Research and booking: While deciding the best hotel, customers research and on the basis
of all elements of marketing mix such as pricing strategy and others they select the best hotel.
The main touchpoint in this stage are: affordability of booking, easy access, different prices and
detailed information on website.
Pre-arrival: It is a preparation time where guests get ready for check in in their selected
hotel. For this, hotels need to provide all details related to booking like confirmation, check in
facilities, weather details, reminder message, guide over the phone and others (Rojas, Quiñones
and Rusu, 2021).
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Check-in: It is the most important stage because in this stage, customers have physical
and face to face contact. For making customers’ feel valued, hotel staff need to give them
welcome drink and making sure if they reach at hotel without any problem, they need to give
Wi-Fi password, room, nearby roaming areas, breakfast timing, gym and other details.
During the stay: At the time of stay, hotel staff need to satisfy needs of customers by
cleaning their room, providing easy access to all.
Check out and post stay: After check out and at the time of check out, hotel needs to
make sure that they have positive experience and ask feedback in order to know their views
regarding services.
Digital strategy that target each marketing funnel TOFU, BOFU and MOFU
There are hundreds of marketing platforms that can be used but selection should be effective and
it can be effective when hotel focuses on each marketing funnel stage.
The main focus of digital marketing strategy of this Edison’s George Town hotel should be
on the top, middle and bottom of the funnel. Some platforms for reaching top of the funnel
includes: social media posts, infographics, newsletters and white papers.
MOFU strategy can be: survey from customers, webinars, download and promotional
materials.
For touching bottom funnel this hotel can make use of trials, consultations and customers’
stories (Sánchez-Teba, García-Mestanza and Rodríguez-Fernández, 2020).
On the basis of above discussed strategies, it can be said that, this hotel can upload pictures
of all types of rooms with details like pricing, areas, and others. By conducting survey and
asking questions from customers regarding their current needs and areas on which they focus
while making decision, it can increase customers’ satisfaction rate.
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REFERENCES
Books and journal
Bradley, C. and Smith, D.A., 2019. The Once and Future Silver Queen of the Rockies:
Georgetown, Colorado, and the Fight for Survival into the Twentieth Century.
University Press of Colorado.
Pelaez, P.A.L., 2018. Customer relationship management guest communication preferences at
the Pestana Hotel Group (Doctoral dissertation).
Rojas, L., Quiñones, D. and Rusu, C., 2021, July. Identifying Customer eXperience Touchpoints
in Tourism on the Hotel Industry. In International Conference on Human-Computer
Interaction (pp. 484-499). Springer, Cham.
Sánchez-Teba, E.M., García-Mestanza, J. and Rodríguez-Fernández, M., 2020. The application
of the inbound marketing strategy on costa del sol planning & tourism board. Lessons
for post-covid-19 revival. Sustainability. 12(23). p.9926.
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