Importance of Omni-Channel Marketing

This article discusses the importance of Omni-Channel Marketing in achieving commercial objectives. It explores how Omni-Channel Marketing improves consistency, customer relationship management, increases brand awareness, and develops consumer loyalty.

TASK 3
P6. Demonstrate the importance of Omni-channel marketing to attain commercial
objective
Omni-Channel Marketing:- The Omni-Channel is defined as the idea of using all
channels in developing it one or united understanding for clients. Managers of Marriott Hotel
implement this Omni-channel marketing as it comprise both long-established and social canal
such point of sale through in-store and online experiences. It creates opportunity for attracting
large number of clients to survive their luxurious and comfortable lifestyle (Liesander and
Dharmayanti, 2017).
Importance of Omni-Channel Marketing:- Some of the importance for Omni-
Channel marketing is explained as under:-
 Improve consistency of customers:- It is the process through which managers of a
company provides qualitative goods and services to their potential customers in order
to meet their requirements. Managers of Marriott Hotel focus on the change in taste
and preference of their end-users within this pandemic situation. The Omni-channel
marketing develops various facilities for its clients to relax and assure being safe and
healthy with their proper arrangement of medical treatment to reduce the impact of
corona virus.
 Customer Relationship Management:- The main purpose of business is to develop
good relation with their customers through satisfying needs and wants. It further
analyse the basic requirements of customers which are to be fulfilled in advance
before their arrival and supply it on their arrival. Managers of Marriott Hotel attract
its users by understanding their demands and fulfil it by providing qualitative services
at least-cost effective pricing strategy (Lo and Fang, 2018).
 Increase brand awareness:- The managers focal point on growing brand awareness
by endorsing and locating their varied facilities to its customers through
advertisements on print and social media. The Omni-channel marketing creates
opportunity for business to enlarge customers by contracting with their travel agencies
for sending their clients to hotel. Managers of Marriott Hotel focus on increasing
brand awareness on various websites such as Facebook, Whatsapp, Instagram, etc., to
increase their sale and profits.
 Develop consumer loyalty:- It is the most important task for every organisation to
increase client support and faithfulness by supplying them qualitative services at
which their existing users are prepared to reimburse high prices. The managers of
Marriott Hotel are emphasized in providing good services with clean and pure
atmosphere for their clients to relax. It further focuses on managing food and
beverage, lodging and travelling services for their guest to enjoy luxurious livelihood.

M3. Describe appropriate tools and techniques to plan an end-to-end marketing
campaign for hospitality industry
The appropriate tools and techniques are implemented by managers to forecast an
end-to-end advertising movement within hospitality industry for increasing their sales and
profits in this pandemic environment. It further develops competitive strategies through
building its internal potency for overprotective weak spot and extrinsic prospect to conquer
pressure. The managers of Marriott Hotel focus on developing its marketing plan by taking
precautionary steps to control the consequences on unwanted threats which adversely impact
the stability of business. Some of the tools which are implied by managers of Marriott Hotel
are improving consistency, customer relationship management, increase brand awareness and
develop support and loyalty (Mariani and Visani, 2019).
TASK 4
P7. Evaluate the measurement techniques and performance metrics for digital
marketing plan and strategy
There are various kind of dimensional methods and presentation metrics implied by
an organisation for developing digital advertising preparation and scheme to fulfil
requirements of customers within this pandemic environment. Some of the strategies
followed by managers of Marriott Hotel are mentioned below as:-
 Google Analytics:- This is described as the procedure through which a business track
code automatically by analysing the each page being visited by its clients which
position in mind of customers. The managers of Marriott Hotel tracks performance of
guest by visiting their web page with associated campaigns in order to analyse every
time a user complete task or interact with site. This result for Return on Investment
which creates possibility of company to augment revenue and income earnings for
challenging with its oppositions.
 Counting Conversions:- It refers as the combination of micro and macro conversion
of business. The micro conversions do not lead to commercial impact of business but
may create opportunity in future with effective nurturing (Styvén and Wallström,
2019). The macro change that directly leads to commercial value by contacting a sales
person, demo request, purchasing on site, etc. Managers of Marriott Hotel focus on
this as to analyse their actual visits which converted into sales and to determine those
visits not converted in sales by identifying the reasons in order to take corrective
measure to solve it.
 Campaign Channels:- The campaign channels are classified into three segments
such as search engine, social media and emails. It focuses on analysing whether
customers mainly focus on their site or not. Managers of Marriott Hotel emphasize in
developing good organic position for its commercial and modernised world by
providing good atmosphere for their guest to breathe.
 Key Performance Indicator (KPI):- It is most important tool for an organisation that
is utilised by company in order to restrict its errors through taking innovative ideas of

corrective measures. The managers of Marriott Hotel implement this tool as to
generate better marketing services with superiors and stakeholders from different
departments to advocate for additional investment in digital campaign. It further focus
on leveraging the existing customers base with its automated satisfaction survey by
developing their support and loyalty (Wang and Wang, 2017).
P8. Analyse various actions to improve performance in digital marketing
The managers of a company used to take various actions in order to progress their
presentation through online advertising by attracting large number of customers to stay in
their hospitality industry. Some of the actions implied by managers of Marriott Hotel are as
follows:-
 Assess technology:- The company used to adopt various electronic technologies as to
complete their task within particular duration and at good quality which increase
customer loyalty. It is essential for managers to analyse the services being provided
by automated machine and further predicts plan to achieve success. Managers of
Marriott Hotel focus on this electronic device for identifying the shortage in
productivity. The company further takes precautionary steps in repairing machine and
if it is being dispute than sale on low cost in order to purchase the new machine.
 Optimise SEO:- The Search Engine Optimization (SEO) refers as process of growing
quantitative and qualitative goods and services which increase website traffic of
visibility in order to purchase it (Wei, 2019). The managers of Marriott Hotel focus on
improving their unpaid results and exclude direct traffic by accepting the purchase of
paid placements in business. It creates opportunity for business to enlarge customers
in providing qualitative services at which customers are ready to pay high prices.
 Measure content reach:- It is described as the procedure of analysing the internal
and external research from its past to actual result for identifying the gap between
sales and profits. The managers of Marriott Hotel further focus on a broad picture of
what content has to be mentioned such as types, topics and messaging which are
effective in market to attract broad level of target market. It is beneficial for company
as to increase brand awareness at small level to large number of customers.
 Track social channel:- The managers of company focus on social media marketing
as it has become more prominent method in Business to Business space. It further
focuses on developing contract with travel agencies as to refer their clients for
particular hotel to increase their sale. Managers of Marriott Hotel are already an
American multinational diversified hospitality industry that manage and franchise a
broad portfolio.
M4. Evaluate applications of key digital measurement practice and performance
metrics used in digital marketing
The applications of key digital measurement practice and performance metrics used in
digital marketing are assessing technology, search engine optimisation, measure content
reach and track social media (Willie, 2019). The managers of Marriott Hotel focus on this
applications as to analyse the delay in goal achievement which has to be solved by taking
corrective measures. It is essential for company to evaluate the application of key digital

measurement as to be aware of business activities for identifying errors by monitoring and
controlling actions of its workforce. The company further analyse the current situation of
business environment that is determine the adverse impact of corona virus which impact the
stability of business. It takes precautionary steps to overcome with this uncontrollable risk for
sustaining in perfect competition market.
D2. Produce a coherent and logical digital plan and marketing strategy
The coherent and logical digital plan for developing marketing strategy is to analyse
the website or digital marketing site for identifying the actions of visitors. It focuses on client
is visible time and analyse the action converts in increasing sale or not.

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