Hospitality Digital Marketing

This document provides an overview of digital marketing in the hospitality industry, focusing on Marriott Hotels. It includes an environmental analysis of Marriott's digital presence, explores the key digital tools and platforms used by different companies, and compares their digital presence. It also discusses the importance of customer insight and understanding, and provides insights into developing a digital marketing plan to support Marriott Hotel's growth and success.

Hospitality Digital
Marketing

Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
Develop a digital marketing report at Marriott hotels and require providing an environmental
analysis for Marriott digital presence in detail manner...............................................................2
TASK 2............................................................................................................................................6
Key digital tools, platforms & channels used by different companies and comparing its digital
presence.......................................................................................................................................6
TASK 3............................................................................................................................................9
Create a plan for digital marketing functions to support Marriott Hotel.....................................9
TASK 4..........................................................................................................................................12
Methods to evaluate, measure & monitor digital marketing effectiveness...............................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
1

INTRODUCTION
Digital marketing is a wide term that involves all marketing methods and channels that is
used to promote goods and services on internet, mobile phones, TVs, electronic billboards and so
on (Chaffey, 2019). Hospitality digital marketing is defined as developing presence online of
product and service offered by an organisation. in addition to this, it is an activity that take place
by using digital tools as well as technologies. It is determine that digital marketing concept was
proposed in 1900s & after that this approach change face of doing and implementing business.
By the assistance of digital marketing tool, an entity is able to aware more number of people
about product and services and enhance its customer base level in an effective manner.
Nowadays, digital marketing take place rapidly and is consider as a beneficial tool in order to
promote business in a proper manner (Gursoy, 2019). It is essential for an entity to categorise
segments in order to attract new customer that had positive influence on sales as well as
profitability level of company. The present report is based on Marriott. It is a multinational
hospitality organization that consist of a brand portfolio of hotels & related facilities. It is the
third largest hotel chain globally and is founded on the year 1927. Its hotels is located in more
than 7,000 locations that shows organization has high market share. The present report is based
on various technology influence hotel companies. The higher authorities of Marriott Hotels is
decided to develop its presence by using applications such as YouTube, Snapchat and many
more. The report cover about the challenges and opportunities presence along with
environmental analysis. In addition to this, affect of digital technology on hospitality
organisation is explain in a detail manner. Moreover, monitoring and evaluation of digital
activities and its impact is require to be carried out in a proper manner. Furthermore, a digital
marketing plan is developed that helps an entity to enhance its sales as well as profit level for
long term.
TASK 1
Develop a digital marketing report at Marriott hotels and require providing an environmental
analysis for Marriott digital presence in detail manner.
Digital marketing & digital landscape:
Digital marketing is defined as a marketing activity of products & services offered by an
entity. It involve using of social media, internet, web advertising, display advertising, mobile
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applications and other digital medium and platform as well. It is determine that Digital landscape
is basically an aggregated name for email, websites, mobile devices, social networking, videos
and so on (Kingsnorth, 2019). Digital marketing helps an entity to sell its product and services to
anywhere in an effective manner.
Drivers of digital marketing Opportunities:
Evolution of technology-
One of the major drivers that place an important role in promoting the product and service in
an effective manner. Technology is changing rapidly and thus changing the overall buying
behaviour and attitude of customers towards goods and services. By the assistance of artificial
intelligence, many new technologies is developed and in spreading information in an effective
manner. In relation to Marriott Hotels, it can use innovative technology for booking the room
and for check-in and check-out services also. It is helpful and beneficial for both company and
visitors as well. It help in declining the length of queue of visitors check-in and check-out in an
effective manner.
Use of social media tool- In the present scenario, it is important to make development in order to
sustain in market for long-term and to gain higher success and growth as well. Many
organization uses various digital marketing features such as e-mail marketing, social marketing
and many more. By the assistance of social media applications like Facebook, YouTube,
LinkedIn, Instagram, an organization can easily and rapidly enhance its customer base level,
which has positive impact on the overall sales and profit of an entity (Amatulli, De Angelis and
Stoppani, 2019). In relation to Marriott Hotel, its higher authorities is planning to use digital
application such as YouTube, Snapchat in order to aware more number of people about its
services. It help organization to increase number of customers using its services and gain the
attention of people towards brand. It will help company to strengthen its market position and
increase its market share in a proper manner. It is determine that more than 5 million people uses
social media applications and in order to promote brand, it is consider as a cost effective and
beneficial tool for an organisation.
Differentiation among online and offline marketing
Basis Online marketing Offline marketing
Meaning It is defined as using web
based channels in order to
It is consider as an activity
that mainly take place face-
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give message and
information about its
product and services to its
target as well as potential
customers (Ieva, 2018).
to-face between an
organisation and customer
as well. The main motive is
to fulfil requirements of
customers and target them in
an effective manner.
Cost It is determine that using
inline marketing tools for
promotion is cost effective
and enhance the overall
revenue of company.
Offline marketing occur cost
to an organisation as it
conduct by using tools such
as banners, billboards,
advertisement, Radio and so
on (Du, Cui and Su, 2018).
Tools It include tool such as email,
social media, content
marketing, websites and so
on that an organisation can
adopt in order to promote its
product and services as well.
Offline marketing involve
tools such as radio, TV,
newspaper, templates,
banners, posters, brochures
etc. All this help an entity to
target its potential customer
in an effective manner.
Benefits of digital marketing-
Digital marketing plays vital role in order to attain growth as well as development in an
effective manner. There are various benefits of digital marketing that is given below in relation
to the Marriott Hotels:
Low cost: It is determine that digital marketing occurs less cost as compare to other ways of
marketing. Declining in the cost of promotion helps an entity to enhance its revenue level and
build a long-term presence in marketing. In relation to Marriott Hotels, its managers can cut
down the cost that is spent on promotional activities of organisation in order to aware more
number of people towards brand (Makrides, Vrontis and Christofi, 2020).
Global reach: One of the major benefit that is gained by using digital marketing is its global
reach. By the assistance of social media applications and digital marketing tools, an entity is able
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to reach large number of people within a short period of time. In relation to Marriott Hotels, by
using digital marketing tools, it can reach large number of people that leads to increase in
customer base level of organisation (Giovannoni, 2020). In addition to this, it help company to
increase its sales and profitability level in an effective manner.
Target ideal buyers: Digital marketing ensure that a right user are seeing or viewing the
content of an organization. By the assistance of SEO, it help an entity to reach people who search
for product and service (Pandey, Nayal and Rathore, 2020). It is determine that social media
marketing, pay-per-click and display allows a company to target people who are interested in
products and service of an organisation.
Use of digital marketing in various sectors:
In today’s world, there are different organisation dealing in various sector and using digital
marketing tools in order to aware people and to give update about product and services to its
existing as well as potential customers. If it is talked about Hospitality industry, it uses digital
marketing and promotional tools in order to make people familiar about the goods and services
offered by particular organisation (Fan, 2018). In relation to Marriott Hotels, it can use platforms
such as email marketing, social media applications as it help them to attract large number of
people and enhance its sales and profitability level. By the assistance of mobile application, a
customer is allow to see the rooms and book them. In addition to this, they get updates about the
offers and new services provided by the organisation.
Importance of customer insight and understanding:
In today’s world, social media plays an important role as many customers using social
media applications in order to get information and to check review of products in order for better
decision making. In spite of reading newspaper and get news, they use mobile application that is
easy to access and understand as well (Vrontis, 2020). It is essential for organisation such as
Marriott Hotels to make use of digital marketing tools in order to promote brand and build a
leading position on market. In addition to this, it is determine that social medial applications
allows an entity to five information about new updates to customer in an effective manner.
moreover, it also help in gaining an insight about customer perception towards the brand as
nowadays people give reviews after consuming product and service in an effective manner. It is
essential for an organisation to gain knowledge about the customer requirements and fulfil them,
as they are the major source and reason for a company growth and success at marketplace.
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Therefore, it is analysed that using such tools for promotion helps an entity to attract more
number of people and increase its productivity and profitability level in a proper manner
(Laverie, 2020).
Drivers of digital marketing opportunities:
The businesses are getting growth because of digital marketing as it help in reaching
large number of people and influence them by an attractive content. The drivers of digital
marketing opportunities is given below:
Business Blogging: It is a formal process of increasing role of website blog for
occasional commentary into a resource for prospects and customers as well. The companies build
a team of content writers and bloggers that help in educating audience about product as well as
service (Tsourgiannis and Valsamidis, 2019). Nowadays, people follow bloggers in order to gain
knowledge about market trends, features of product and so on.
Inbound marketing: It is determine that bringing all concepts together is risk for an
organisation and for this, it is important for marketing team to develop an effective tactics and
strategy as well. Inbound marketing methodology brings together social media, business
blogging, responsive design, content optimization in order to gain success without lost details of
technology.
TASK 2
Key digital tools, platforms & channels used by different companies and comparing its digital
presence
Every organisation uses various tools as well as platforms or channels in order to promote
their brand and gain growth. In relation to Marriott Hotels, its management team uses various
channels in order to enhance productivity and profitability as well. The tools that aid in raising
profit and productivity is given below:
Use different digital platforms & internet for revenue generation
Official website: It is determine that website is a common platform that allows customers to
make bookings. Along with this, it involve offers and rewards that attract customers. In addition
to this, it help customers to easily get knowledge and book hotels at any time and at any place
(Gursoy, 2018). Nowadays, hotels are shifted from traditional approach to the modern approach
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that is they start using search engine optimisation and develop their own website and software,
where people can easily get information in an effective manner.
Social media: In today’s there are lot of people using social media and it is consider as one
of digital tool in order to reach large number of people within short span of time. It involve
supplication such as Instagram, Facebook, LinkedIn, Twitter and so on. It is determine that it is
easy and fastest way in order to attract large number of people (Parameshwari, 2020). The
companies have pages on social media and people have the option to follow and updates of the
product as well as service in an effective manner. In relation to Marriott hotels, it is important for
management to make an attractive content in order to catch the eyes of people and enhance its
customer base level. It can make use Blogs that is present on different applications that allow to
aware people about is luxury and quality service in an effective manner.
Resolving issue & queries: It is important for an organisation to resolve the queries and
issues of customer rapidly and effectively. Customers are the key of success for an organisation
that help in gaining higher growth and success as well. Every customer has different perception
and in order to deal with this, it is important to fulfil requirements of customers that help in
retaining customer for longer time period. Solving the queries on time help in developing
positive mind set of customers that has direct impact on the future sales of an entity (Lee and
Cho, 2020). In relation to Marriott hotels, it offers 24/7 service to customer in order to give them
service on time and to maintain effective relationship with them. In addition to this, it help
organisation to satisfy customers and strengthen its market position in an effective manner.
Different types of digital tools and hardware
Digital marketing tool is consider as an effective marketing technique, which allow an
entity to spread message to large number of people in an effective manner. In addition to this, it
aid an entity to gain knowledge about customers requirement so that effective strategy is
developed in order to fulfil them and develop value for customers as well (Kasemsap, 2020).
There are various digital marketing tools can be adopt by managers of Marriott hotels in order to
promote its services and attain growth as well as success at marketplace. The digital used are
given below:
Content marketing- It is an effective tool, which includes transfer and innovation of online items
as well as commodities such as videos, social media posts, blogs and many more. It help an
entity to develop a brand name at marketplace and gain the interest of people towards goods and
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services offered by an entity. If it is talked about Marriott Hotels, its administration and
marketing team make videos of hotel property in order to provide information to its existing,
present and potential customers as well (Kasemsap, 2020). It help them to attract large number of
people and strengthen is market position in an effective manner. In addition to this, it also help in
gaining success and sustain in market for longer time frame.
Search engine optimisation- It is also consider as a technique used by an entity for
marketing product as well as services in a proper manner. In addition to this, it is a procedure of
optimising company website to get unpaid, traffic from search engine and so on (Salazar, 2018).
It is am marketing tool and channel, which set up properly and can continue to pay dividends
over the time. In relation to Marriott hotels, using this marketing channel, it can offer quality and
high experience to its customers. Along with this, it is determine that it occur low cost for
advertisement and help in providing right information to the potential and target audiences.
Consumer life cycle stages of digital adoption
It is a cycle, which involve different stages that a consumer goes through at the of
purchasing a particular product and service as well. Consumer life cycle involve different stages
which are as follows:
Awareness- It is consider at the first step of consumer life cycle, herein if the mangers of
Marriott hotels want to adopt digital in order to create awareness. It is essential for organisation
to develop an effective relationship with customers so that they can easily search and get
information in an effective manner.
Engagement- In this stage, a consumer make an effective purchase, when they have brief as well
as clear information about the product and service offered by firm (Robertson, 2018). The
potential customers start searching out content on social media by following the page and signing
up with their emails. It assist customers to get up to date information and engage with company
in an effective manner.
Evaluation- This step take place after the engagement phase is being completed. By the
assistance of promotional tools and marketing content, an organisation evaluate whether the
particular tool is effective or not for the company. For example, companies determine diverse
tools like websites, mobile application in order to gain knowledge about the effectiveness of the
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tools and techniques that is used for promotion. In addition to this, it help in getting accurate
information about all the services search by the people and what their preferences are.
Purchase- It is the fourth stage of consumer life cycle and herein purchase decision is
taken by an individual after evaluating all the information in an effective manner. If it is talked
about Marriott hotels, if it develop mobile application than customers can easily gain knowledge
and organisation has the opportunity to take advantage as they can gain the behaviour and
perception of customer that aid in satisfying customer and engage them for longer time period
(Salazar, 2018). In addition to this, mobile application allow customer to easily book rooms and
make payments in an effective manner.
Product & support experience- In this, consumer monitors and determines experience or
advantages taken by them while consuming product and service as well. For instance, if a person
book the room than it ensure to check all the benefits that are offered by company to them
(Saura, Reyes-Menendez, and Palos-Sanchez, 2020). It is determine that it include both
unfavourable and favourable experience as well. If they get positive experience then the
customer remain loyal with company for longer time.
Bonding- It is consider as the last stage of customer life cycle and it is important for an
organisation to maintain relationship with customers after the service also. It will help company
to engage customers for longer time period that has positive impact on future sales.
Growth of online booking and e-commerce
In the present scenario, individuals were busy in their working as they have no time to go
market and purchase goods as well as services. The users prefer online shopping & e-commerce
websites in order to buy goods and services in a rapid and proper manner. If it is talked about
hospitality area, people prefer online booking of rooms as it allow customer to make bookings at
any time and at any location (Porcu, 2019). In addition to this, technology allow customers to
self check-in and check-out as it save the time of both customers and organisation as well. In
addition to this, website help an entity to develop an attractive content and enhance its customer
base level that has positive impact on sales and performance in a positive manner.
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TASK 3
Create a plan for digital marketing functions to support Marriott Hotel
(a) Luxury Business Division
Examine the Channel
It is one of the most essential as well as critical phase with the help of which an organization can
easily explore different types of modes in order to reach with large number of customers in a
positive manner. It has also been identified that reaching to targeted customers have fruitful
conversion on the profitability is quite complex process. In the present context of UK, it has been
identified that maximum number of population are getting high salary which consist of top
executives of different corporate (Porcu, 2019). In order to attract such people, there are different
types of digital marketing platforms used by organizations as the customers in today’s world are
highly technical.
This is the sector which is human centric as well as experience driven where digital
promotion highly assist business entity in order to target customer towards them. It has been
analysed that digital marketing is one of the cost effective method used by business organisation
so that they can innovatively promote their brand and attract large number of customers towards
them. In reference to Marriott Hotel, by using digital marketing techniques and tools managers
can attract large number of customers towards them not only at the marketplace of UK but
outside the market of UK. Therefore, it will aid management team of Marriott hotel to boost their
luxury organisations sales in an effective and profound way.
Formulating Objective
Next step is to formulate objectives for business organization so that they can perform their
marketing and promotion function in an effective manner. In relation to Marriott Hotel, main
objective of the company is to attain top line growth by 25% in next 8-10 months as well as
100% rise in the profitability in their luxury business section. Implementation of plans consist of
finalizing ample number of parameters as well as touch points. This will help in connecting
customers with their brand and aid Marriott hotel in order to convey required and right message
to their customer (Kolb, 2018). In relation to the present scenario, it is said that main aim is to
target large number of customers towards their brand by conveying right message to them at
right time period. Therefore, it can be said that an effective and appropriate message increases
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the chances of raising goodwill and profitability. In short, brief, clear and crisp communication
aid in boost up top line along with luxury business which will result in raising profitability at the
competitive marketplace.
Determine their Target Audiences
Examination of target audience is one of the essential, critical as well as most crucial task as
this will enables business organization to channelize their resources towards those clients and
customers who have high capacity in sales conversion. In reference to Marriott Hotel,
management team of luxury business division, emphasis on the price as well as quality of
service. Marriott hotel targeted customers are the executives who travel across the nation, elite
corporate clients travelling to UK for meeting purpose, HNI individuals as well as HNI tourist
mainly travelling to the nation. Main purpose for choosing these target customer are they are
highly advanced and with the help of digital marketing promotion they can attract large number
of target customers towards them.
Generation Integration
At the last stage, Marriott hotel ensure that the above mentioned elements effectively reached
towards the target customers as well as sales increases with this (Nusair, 2020). Along with this,
there must be customer feedback system on the digital platform which as a result assist in
examining the needs and requirements of customers and easily improve services by considering
those feedbacks and improve the experience of customer. This as a result aid them in retaining
their customers for a longer period of time.
(b) Active Holiday seekers
Examine the channel
It refers to the first stage where Marriott Hotel take initiative for making business
expansion. High use of internet and online portals help Marriott hotel in promoting their new
venture through online as well as offline methods. In reference to Marriott hotel, it is said that
positive presence of the company at the competitive marketplace and by using digital marketing
tools help in attracting large number of customers towards them.
Developing objectives
In reference to Marriott hotel, it has been identified that by determining current market
trends, competition and requirements of customers help in taking accurate decisions. Objective
formulated by management team of Marriott Hotel is to raise the profit margin by 15% within
11

next 6 months (Ivanov and Webster, 2019). In relation to this, main aim is to gather various
norms, values and culture which assist in performing business functions in an effective manner.
Determine target audience
According to this, management team of the hospitality sector determine those customers
who have their keen interest in order to take benefits of new services. For this, Marriott hotel
managers target youngsters, families, travellers for their holiday packages by promoting them on
different digital marketing channels. The tour packages includes vacation packages with family,
adventure tour, tracking and many more. This will attract large number of customers towards the
company.
Generate integration
This is the last stage, where it is said that because of fast improvement and modifications
in the needs and requirements of customers, company modify digital marketing techniques so
they can grab attention of large number of people. This focuses Marriott Hotel to integrate their
different marketing communication strategies in relation to deal with competition in a unique and
innovative manner (Dinis, Breda and Barreiro, 2020). By adopting this strategy, business entities
can create better and positive relationship with their clients as well as aid them to identify new
customers in an efficient manner. In addition to this, implementation of effective marketing
techniques, aid in gathering reviews as well as feedback on the ground of response of customers
towards the offering of services and products of company. This as a result, help business entity in
order to attaining competitive advantage at the competitive marketplace and grab attention of
large number of customers towards them.
Digital marketing plan
STEP 1 Situational analysis:
SWOT analysis
Strength Weakness
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 Biggest strength of Marriott Hotel is
their high quality service and brand
image at the competitive marketplace.
 Another strength of the company is
their emphasis on innovation and
uniqueness.
 Their weakness is that they mainly
focus on expansion which affects their
lineup projects.
 Range of services are high which can
not be affordable by every individual.
Opportunities Threat
 Opportunity for Marriott Hotel is that
they can provide services according to
the needs and requirements of
customers.
 Shifts of consumer from normal to
luxury services help in increasing the
market share .
 High level of competition available at
the marketplace is the major threat for
Marriott Hotel.
 Recession at the marketplace act as a
threat for Business entity.
STEP 2 Goals and objectives:
SMART goals: The main objective or goal of Marriott Hotel is to increase the sale by
10% within next 6 months. Along with this, they decide to open a new section with the help of
which they can raise their profitability by 9% at the end of year.
STEP 3 STP Approaches:
Segmentation: It is the stage where market is being segmented in various categories. In
reference to Marriott Hotel, the segmentation of customers are categorized on the basis their
income level, interest and lifestyle. For this demographic and psychographic are the two
segmentations.
Targeting: Once segmentation is completed, targeting take place where customers are
targeted for the products and services.
Positioning: At the end, new product or services are being launched or positioned by the
management team at the competitive marketplace.
STEP 4 Strategies and policies:
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Marriott hotel adopt various digital tools and techniques in order to promote their services at
the market place so that they can create awareness about the new service. For this, social media
platforms are used by management team of Marriott Hotel. In this, they adopt Facebook,
Instagram, Pinterest in order to promote their products and services (Lawlor, 2020).
STEP 5 KPI’s:
At last it becomes essential to measure the performance or efforts made by Business entity.
For this there are various KPIs which are quite essential and produce positive outcomes and
some of them are going to be discussed as follows:
Traffic- The total number of traffic on the official website of company help in examining the
positive and negative result. This is the most effective key performance indicators with the help
of which overall performance can be examined in an effective manner.
Users (new and returning) – Another method is the total users on official site help in
monitoring the performance of business organization. It helps in knowing the new customers as
well as returning the old customers (Nusair, 2020).
TASK 4
Methods to evaluate, measure & monitor digital marketing effectiveness
According to the process explained in the marketing plan of Marriott Hotel, there are
various forms of approaches and systems, which aid respective hotel to monitor, evaluate and
measure effectiveness of digital marketing are as follows:
Click through Rate- It is determine as an effective method that help an organisation in
analysing the effectiveness of digital marketing in a proper manner (Kolb, 2018). By the
assistance of this, the managers of Marriott hotels easily evaluate the number of people visit on
their websites and who are interested in this services. In addition to this, it help in gaining
knowledge about the attitude as well as behaviour of people towards the brand. In order to meet
with the customer thoughts and requirements, organisation has the opportunity to develop an
effective strategy and attract people to take or consume its services in an effective manner. This
will help company to build positive mind set of people and engage customers for long-term.
Questionnaire- It is consider as an old approach that help in collecting original data in an
effective manner. A questionnaire is basically a set of question that is asked by the participants
and respondents as well. The answer given by participants is depend on their knowledge as well
14

as experience. With reference to Marriott Hotel, its managers can adopt this option in order to
gather information and opinions of people towards the brand (Mariani, Borghi and Kazakov,
2019). In addition to this, it help organisation to make improvements as per the suggestion given
by people. It also help in fulfilling requirements of customers that leads to customer engagement
and retention as well. Moreover, it aid Marriott Hotel to analyse the effectiveness of digital
marketing on the overall performance and productivity of an organisation.
Market share: Another way to measure the effectiveness of digital marketing is market
share. It is analyzed that digital marketing help an organization to increase its sales and market
position that has direct influence on market share of company. If the market share of Marriott
Hotels is increases then, it shows digital marketing has positive influence and vice-versa.
Increase in number of followers: It is also consider as a way to analyse effectiveness of
digital marketing. By the help of this, an entity can reach and aware people globally and due to
which its followers is increased at rapid and effective manner. Raise in number of followers
shows positive influence of digital marketing and vice versa.
It is important for an organisation to evaluate and monitor effectiveness of digital
marketing in order to make improvements and provide relevant message to potential customers
that leads to increase in productivity and profitability of Marriott Hotels.
CONCLUSION
From the above study, it has been concluded that digital marketing plays an important
role in every organisation as it help to promote and ware people about the products as well as
services in an effective manner. It is determine that more than 4 million people uses web
applications and media applications in order to gather information about a specific commodities
In addition to this, Technology plays an important role as it help an entity to make improvements
and provide quality service to customers. In order to aware large number of people rapidly and
quickly, one of the effective tool is consider is social media applications. It include Facebook,
YouTube, LinkedIn, Instagram and many more. There are different marketing tools that is used
by an entity in order to develop good relations with people that directly leads to increase in sales
and profitability of n organisation. Moreover, there are various approaches that is adopt in order
to measure and evaluate effectiveness of digital marketing on the overall performance and
15

productivity of company. It is essential for an organisation to make use of digital marketing and
social media applications in order to attract more number and attain growth and success at
marketplace in an effective manner.
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