This report explores digital marketing strategies in the hospitality industry with a case study of Marriott Hotel. It covers environment analysis, critical assessment of digital presence, and a digital marketing plan.
Contribute Materials
Your contribution can guide someoneās learning journey. Share your
documents today.
HOSPITALITY DIGITAL MARKETING
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
TABLE OF CONTENT INTRODUCTION...........................................................................................................................3 Task 1...............................................................................................................................................3 Environment analysis...................................................................................................................3 Task 2...............................................................................................................................................6 Critical assessment of digital presence........................................................................................6 Task 3...............................................................................................................................................8 Digital Marketing Plan of Marriott Hotel....................................................................................8 Task 4.............................................................................................................................................11 Methods of Monitoring, Measuring and Evaluating..................................................................11 CONCLUSION..............................................................................................................................14 REFERENCES..............................................................................................................................15
INTRODUCTION Digital marketing is all about channelizing digital mediums to promote companyās products and services.This report is based on the case study of Marriott is the founder of the hotel.Headquarter of the Marriott Hotels and Resorts is located in Maryland, United States. This report will assess the marketing campaign of the company. Henceforth, report will emphasis on environment analysis in respect to companyās digital presence. Report will also analyse about the different digital tools and techniques companies are utilising to promote its products and services over internet. Furthermore, report will also emphasis over digital marketing plan. The plan will covers different digital marketing activities for the company. In order to monitor and control the different activities associated with digital marketing plan various methods and tools will also assess that can control the companyās plan. LO 1 Environment analysis Environment analysis can be summarises as companyās involvement in digital marketing. Digitalisation can be seen as the transformation in the entire corporate sector. Company also give huge emphasis over improving its digital presence. David Beebe the Vice President of global creative and content for Marriott International Hotels has recently revealed that the company is emphasis on ā3 Csā strategy for its digital marketing presence.These strategic tools will emphasis on content, community and commerce to entertain success in the market.With the support of this strategy company could effectively deliver an engaging marketing content that can attract all young travellers as the company give huge emphasis to interact with young travellers as the priority customer base (Aakash and Gupta Aggarwal, 2020).All young tourists are very active over different social media applications like Facebook, Instagram, YouTube and other social media tools. This strategy aims to attract such young travelling enthusiasts by delivering attractive contents about the hotel, community tool to engage with youngsters and commerce that can improve the business outcomes of hotel worldwide. Characteristics associated with the digital marketing campaigns can be summarises in the following manner based on the environment analysis in respect to the Marriott Hotel. Technological Factor:Company channelizes technologies to conduct its digital marketing presence. Technological advancement played an important role for companies as it provided
scope to channelize attractive marketing campaigns (Lamest and Brady, 2019).Marriott Hotel marketing team create attractive and engaging content to improve its digital branding with the use of all modern technological tools such as high definition camera, sound quality, voice control tool and other features supported technological advancement. Due to technological tool company could make engaging videos that can attract all young travellers. Contentanalysis:MarriottHotelmarketingteamgivehugeprioritytocreateeffective marketing content to project all different products and services of hotel.As the companyās potential customer base is young travellers which are very much aware due to digital technology and different search engines.Hospitality sector is one of the high demand sectors that have further created a market competition at different level (Kamenkova and Senkova, 2020). Effective content in respect to products and services of hotel play an important role for the young tourist to book the spot in hotel. Authenticity in the content of Mariott Hotel plays a key role in attracting such travellers. It can be stated that the marketing campaigns of company do not project that its best it just focuses more on companyās priorities and its positive aspects that can serve the best hospitality experiences to its customers. Diversification:Marriott Hotels marketing campaign can be stated as the diversified in nature. Company focuses on effective and engaging content, community and commerce which will allow company to interact with all travellers and travel enthusiast in all its digital marketing campaigns.Company project the essential information about the hotel comprises its luxury and facilities that can add on values to the customer travelling experience (Park and Allen, 2018). Company is making all its marketing campaigns on the basis of young travellers which are considering as the target customers of the company. The content is preparing by company to promote its products can also be stated as the commercially successful as it is projecting all the essentials that is needed to attract customers. Company is also promoting its campaigns at different digital networks with the support of you tubers and differently content creators. Also the aspects of companyās marketing can be stated as it can deliver customer attractiveness for the company. Opportunities from the marketing campaigns Marriott Company is channelizing strategies which allow company to involve you tubers and other social media influencers to promote its products and brand. As such content creators comprises views in millions in numbers which allows company to attract such, millions
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
customers. It can be projected that most of the audience has engaged over Snap chat and YouTube are considered to be young age people that is also a target customer base of the company.These alliances between company and content creator and influencer over social media networks play an effective role in improving the growth potential of company. It creates opportunity for the company to attract new customer base also (Jorge and et.al., 2018).All these strategies of company will allow the organisation to attract young travellers which is a target customer base of company along with it will attract other potential customers of company engaged on YouTube and other social media applications such as Instagram, Snap chat and other application.Company carry the opportunity to expand its brand value from the digital marketing campaigns. The campaign also provides opportunities to expand its business in other part of the world where company is not operating its hotels in present time. Company also carry the opportunity to assess the requirements of the young travellers which can improve the customer satisfaction in hotels. Challenges from marketing campaigns Themarketingcampaignsalsocaterschallengesforthecompanyapartfromthe opportunities. YouTubeās and other social media influencers are also engaged with many controversies that can also heat negatively the brand value of company in target market. Competitors can also create controversies on the basis of any unethical ground that can spoil the brand value of the Marriott Hotel also all across the globe.This is the huge challenge part of social media marketing campaign.Challenges like hacking will also become part of the company. This is among the key challenges associated with the digital platforms (Hanlon, 2019). Anotherchallengeassociatedwiththecampaignwhichisdiversificationinmarketing campaigns. As the social media promotions is not remain any odd tool for the companies to promote its brand and products. Almost all competitors of the Marriott Hotel are channelizing the strategy to promote its products.Over social media marketing involve challenges like authenticity. To create diversity in marketing campaign serves its own challenge to channelize social media marketing promotion.Diversification plays an important role for the companies in getting competitive advantages in the market.
LO 2 Critical assessment of digital presence Digital marketing is a mode of promotion allows company to use different digital channels for promotion.Different channels, tools and platforms to promote companyās products digitally can be summarises in the following points. YouTube promotion:YouTube has become one of the leading source or medium to promote companyās products and services. It is registered that almost majority of the internet users consumers YouTube as the source of entertainment.YouTube promotion allows company to reach global level consumer base associated with hospitality sector. Marriott Hotel also promotes its brand and products over YouTube channels. Company has also frame strategic alliance with a YouTube channels to promote its products and brand. The channel name calls JacksGap a YouTube Channel created by Jackson Harris (Kanten and Darma, 2017). This is a key marketing and promotional strategy that is channelizes by many other hotels also. Hotel like Taj Hotel London and other hotels also utilise the strategies to promote its products over YouTube with the support of emerging you tubers. As the company claims young travellers as its potential customers this strategy play an important role to attract such customers. As the young people all across the globe are very much active over YouTube and even some of them are even making vloggs over YouTube to project the different sides of the globe while travelling.Marketing promotion at YouTube will provide opportunity to company to engage with all travellers and young customers across the globe as they are very much active over the network. Social media advertisement:Social media is among the most used social media application among the young people enthusiast for travelling. Due to emergence of internet all across the globe social media networks has also emerged rapidly. Almost all internet users are also active over social media applications that have also provided scope to brand promotions over social media. Different applications like Facebook, Instagram, Snap chat and other applications are in fashion right now. Social media also engaged in selling products. On the basis of the statistics the social media contribution in internet sale is around 25 % which projects the influence social media create over e-commerce sales (Ćgueda, 2019). Marriott Hotel also engaged in promoting its brand over social media applications. Company has recently involved in deal with social media influencer ā Snapisodesā to promote its products. The influencer engaged in projecting travel documentaries to all its viewers. This is an effective technique to promote the hotel all
across the globe. It is researched that almost majority of the users over Snap chat application are belongs to young age that is further comprises with the potential customers fro the Marriott Company. Other competitors are also engaged in such kind of brand promotion. Hotels like Hilton are also making strategic alliances with different social media influencers to promote its brand. Promotion with vloggs:Vlogging is a new trend to promote brands over internet. In this strategy company offers different vloggers to shoot a video in the hotel to promote it. This is more like a customer shooting its experience while staying in a hotel. This is a new tool which also looks authenticated and non biased to all viewers.Marketing team of Marriott Hotel have recentkly created strategic alliance with a social media influencer call as āSnapisodesā who shoots travel videos (Alves, Sousa and Machado, 2020).The influencer will shoot the entire staying experience in the hotel to project all key features associated with the Marriott Hotel.This strategy is a modern promotion technique allows company to engage with all potential travellers all across the globe.Customers also easily rely over such brand promotion as it does not look like a general brand promotion. Other companies like Haven Hotel London also channelize such brand promotion tools. Promotion with magazines:In hospitality sector the key customers of the company are majorly comprises with young travellers. It is witnessed in case of travellers they like to read different magazines to explore different aspects. Company make promotional content in magazines to promote the brand. This is also the key feature involved in order to attract potential customers in hospitality sector. Marriott Hotel also makes different contents to attract customers enthusiast towards reading magazines and books. Brand awareness:With support of different marketing campaigns company raise awareness about the brand in its entire potential customer base. Brand awareness play huge role in improving the market presence of the company. Customer engagement:Management of Marriott Hotel has tried to make the marketing campaign of company more engaging and attractive. All marketing campaigns try to interact with potential customers of company about the products and services of hotel.Different tactics like texts, phone calls and other tactics also apply to improve the customer engagement.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
CRM:Marriott Hotel also utilises the CRM Application. This is a useful tool that supports company in getting engaged with the interested customers all the time. This is a medium to connect with all potential customers of company. Content marketing:Marriott Hotel also follows the practice of content marketing. Company channelizes marketing in different travel magazines and by articles company promote all its services. This is an effective approach of marketing as almost all majorities of travellers like to read books and magazines. This approach allows company to attract potential customers. E mail marketing:Company also follows the practice of email marketing. With the support of emails attractive offers is given to potential customers. This is an important marketing tactic that supports growth of company. The above mentioned points are projected all the key approaches to promote brand and products in case of hospitality sector. Apart from the above mentioned tools and technique of brand promotion companies also channelizes other tools like search engine optimisation which is another key technique to promote hotels. This involves influencing the search engines or inter in favour of the company. In case of hospitality sector all travellers explore internet to search the best stay in the locations. Company also influence ratting over internet to attract the potential customers towards the hotel. In recent times hospitality sector is also engaged with negative publicities. Company follow the policy of keeping the issues public if itās possible. This is an effective strategy that allows company to ensure the customer trust even in case of any controversy. Management give interviews in public to clarify all wrong miss interpretation in case of any issue arise. LO 3 Digital Marketing Plan of Marriott Hotel Aim To boost the income and clientsatisfaction this would help the company by increasing their knowledge and giving excellentproducts andperformance. Objectives ļ·To increase the sales of luxuryforcesby 20% till the end of year 2022. ļ·To increase thebuyerexperience by the upcoming 10 months by 30%. ļ·To enhance the market share by 25% to increasevacationseeker in Hotel Marriott hotel
till the end of 2023. ļ·To increase theincomemargins by 35% till the end of 2024. Strategies Price Strategy This will help the company to get in more customers in the organization because there will be an online platform for the customers. There would be a lot of discounts, offers, referral codes, etc. This is going to help the organization to increase the customer experience which is a great advantage for the organization(Kannan, 2017). Holiday seekers want low prices and cost saving methods to travel which is why getting online is going to provide the customers with the best and low costing. Product Strategy Marriott has made a reputation for them in the market and it is very essential for them to maintain that factor so that they can get competitive advantage. There is a standard which the company has set which is why getting in technological changes is a very essential factor for the organization. Digital marketing is also going to help Marriott to understand the strategies and competition in the market which is going to make the organization plan accordingly. The strugglein thismanufacturingis increasing which is why it is very important for the company to provide the customers with higher satisfaction and quality in the services. Place Strategy The demand for digital marketing in hospitality because this creates a ease for customers which are a very excellentelement for Marriott when they will be able to have a better communication and services information to the customers in advance. With the help of internet Marriott as observed that there is going to be low cost researches and will be able to attract a larger customer base in the hotel. This is going to help the organization to understand better and survey on the customers from time to time and improve the services and products quality according to the expectations of the customers which is a very essential factor. There are more customers whom are going to get attracted in the company which is a very essential factor for the company and this way the organization will be able to have a better operation for them. Promotion Strategy Digital channels are being used by Marriott to promote themselves in the market which is a great factor to inform the customers and be a focus for more customers. Higher the revenue generation
in the organization the more the company will be able to invest in the digital platform which the organization is adopting so that there are more customers which can be influenced in the organization. There are famous actors who are promoting this hotel industry so that they can create a standard for themselves(Neirotti, Raguseo and Paolucci, 2016). There are a lot of events which are held in this hotel chain which is again a great platform for the company to get in the right customers. There have to be multi channels in the organization so that they can adopt changes and also engage the customers in the organization by have high quality of services and products of company. Tactics Segmentation The hotel will have to section the clients on the base of social class, lifestyle, etc. so that they can provide the best to the customers as a result. The customers who come online are not paying enough for the services which is why it is very important for the organization to distribute accordingly. There has to be a use of customer mapping in Marriott so that they can maintain their reputation and brand image in the market. This is going to help business to understand the customers and the thinking of them so that the organization can function consequently which is going to make the brand value of the organization increase. Targeting Business is focusing on the status and the fulfilment of the clients for a comfortable stay which is by targeting the premium customers in the company. There are call, messages, mails, etc which are sent out to the customers who are loyal to the organization so that there is a better functioning of the organization(Coelho, 2018. There is a visual and audio influence as well on the customers which is making hotel be able to target for the right customers in organization which is making organization have higher profit margins. Positioning There has to be a hiring of powerful influencers in the organization who can make the functioning and operations of the organization effective. This is going to help the organization to increasethesatisfactionlevelandmaketheorganizationhaveloyalcustomersinthe organization. The services and products of Marriott have been set for the premium customers in the organization which is why it is very essential for the organization to have a strong functioning for them.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Implementation There have to be proper communication channels in the organization on behalf of digital marketing by identifying and analysing all the internal and external factors. Omni channel is the best experience which the organization can use in the company so that there is a better performance. There are communication methods which the organization will have to get in the company so that there is a better experience of the customers as well as the employees in the company. It is very important for the employees to be motivated as well so that the changes in the company can come in easily(Kayumovich, 2020). This is going to help the company to get a aggressive advantage and the organization will be able to create a improved place for them in the market. There is a lot of technology up gradation when there is digitalization in an organization which means a lot of investment but Marriott is having a lot of free cash flow in the company which is a great advantage for the company to expand and improve themselves in the market according to the customers from time to time. Omni Channel To improve the experience of the customers it is very important for the organization to select a strategy for them which is why the company uses omnichannel to improve the experience and relationships with the customers(Slootweg and Rowson, 2018). It is very important that the organization is having a strong communication in the market with the customers so that they know what changes are being got in Marriott which is making the customers have a better experience. The demands of the customers are increasing which is why it is very important for the organization to be able to get in the changes effectively so that the company can get a profit out of them. LO 4 Methods of Monitoring, Measuring and Evaluating Top-level management at Marriot hotel has highly required to properly monitor, measure and evaluate its digital marketingā campaign. It is very necessary task to upper management of this company, otherwise this company canāt get appropriate results through this digital campaign of marketing. Currently there are methods and ways available to upper management Marriot hotel which can contribute in properly evaluating, monitoring and measuring its marketing
campaigns. By using methods, company will be enabled to save its lots of fund and resources. This is the main reason that, existing management of this hotel should completely consider these all methods while conducting its campaign of digital marketing (Gligorijevic,2016). In this situation, some productive methods of evaluating, monitoring and measuring has been mentioned below; Methods of Monitoring Set business objectives:According to this first method of measurement, upper management of hotel should set objectives of business, because an organization, company, business always works for achieving an objective or aim. After setting an objective of business, this hotel will be enabled to systematically monitoring its campaign of digital marketing. Identify target segment:This is the next method of monitoring where existing marketing team of company has required to identify appropriate market segment to implement its campaign of digital marketing. It is very necessary to marketing team of this hotel, because without identifyingandanalyzingtargetmarketsegmentnocompanycanperfectlymonitorits campaigns of digital marketing. Implement KPI:This another very appropriate method in the terms of monitoring campaigns of digital marketing. Basically, KPI is a tool which indicates the performance of a marketing campaign. Nowadays many of businesses are taking lots of advantages through this method.In this situation, existing management and upper management of Marriot hotel should adopt this method. Methods of Measuring Traffic by sources:Traffic by sources is one of the best methods in the terms of measuring campaigns of measurement. In this method upper management and marketing manager of this hotel enable to analyze traffic on different digital sites, apps, etc. The marketing management of company should ensure that, how many people are visiting on its official site (Dahiyaand Gayatri, 2017). It is very necessary to this company, because after conducting these all activities marketing management of hotel will be able to easily measure its campaigns of marketing. Total site visits:This is the second key method of measurement, in which marketing manager of company need to properly identify visitors of its site. Basically, there are thousands of people
visits on Marriot hotelās official site in a month, in which after analyzing number of visitors, management can be enable to properly measure its campaigns of digital marketing. Interactions:Currently this hotel has handles and accounts on many social media sites, in which marketing team of company have to interact with different people and customers though social media platforms, like Facebook, Twitter and Instagram. While interaction with people or customers, this marketing team is required to ask about own services from different people. After knowing opinion and thinking of customers and people, marketing team will able to perfectly measure its campaigns of digital marketing. Online booking sites:Currently there are various online booking sites available in the market, like; Expedia, Trip Advisor etc. In this situation, company can check its rating on these sites which has given by different customers. This is another productive method of measurement. Methods of Evaluating Identify goals:Identification of goals is very appropriate method for evaluating own campaigns of marketing. In this situation, marketing team of this hotel has required to properly identify its various goals of marketing (Schiele and Chen, 2018). Basically, when marketing team has goals of marketing, then it will be able to take various steps towards achieving these goals. Currently many of other businesses and companies of market also using this method for perfectly evaluating their campaigns of digital marketing. So that, marketing team of Marriot hotel also can use this method for achieving appropriate outcomes. Identify customer base:This is the next appropriate method of evaluation where marketing team of hotel has required properly identify own base of customers. Basically, when this hotel has aware by its base of customers, then it will be able to make appropriate marketing strategies for positively influencing itās all customers. Currently the Marriott hotel has very large customer base within the market, in which hotel need to properly analyze different needs and want of customers for properly evaluating its campaigns of digital marketing. Implement strategy:The marketing manager of Marriot hotel has highly required to adopt different strategies of marketing by SPT and marketing mix in the supervision of upper management. After adopting these all strategies, marketing manager need to remove those all elements from its workplace which are not favorable its digital marketing plan. The marketing
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
managementshouldimplementvariousstrategiesofmarketingtoperfectlyanalyzingits campaigns of marketing. CONCLUSION From the above report it can be concluded that there is a need for the organization to get in the changes as and when required so that the company can have a higher profit margin for themselves. There are a lot of strategies and decisions which need to be planned by the organization so that they can get an upper hand on the competition which is in the market. Digital changes are very advance strategies which can make the hospitality industry grow effectively in the market. To get in digital changes in the hotel also needs a lot of planning and promotions so that the customers are aware about the changes which are coming up in the market.
REFERENCES Books and Journals Aakash, A. and Gupta Aggarwal, A., 2020. Assessment of Hotel Performance and Guest Satisfaction through eWOM: Big Data for Better Insights.International Journal of Hospitality & Tourism Administration. pp.1-30. Ćgueda, Q. F. E., 2019.A perceĆ§Ć£o de valor de uma marca junto dos clientes: estudo de caso: Hotel Evolutee(Doctoral dissertation). Alves, G. M., Sousa, B. M. and Machado, A., 2020. The Role of Digital Marketing and Online Relationship Quality in Social Tourism: A Tourism for All Case Study. InDigital Marketing Strategies for Tourism, Hospitality, and Airline Industries(pp. 49-70). IGI Global. Coelho, R., 2018.Website design on the hospitality industry(Doctoral dissertation). Dahiya, R. and Gayatri, 2017. Investigating Indian car buyersā decision to use digital marketing communication: an empirical application of decomposed TPB.Vision.21(4). pp.385- 396. Gligorijevic, B., 2016. Review platforms in destinations and hospitality. InOpen Tourism. (pp. 215-228). Springer, Berlin, Heidelberg. Hanlon, A., 2019.Digital marketing: strategic planning & integration. SAGE Publications Limited. Jorge, F. and et.al., 2018, March. A Conceptual Research Model Proposal of Digital Marketing Adoption and Impact on Low Density Tourism Regions. InWorld Conference on Information Systems and Technologies(pp. 528-537). Springer, Cham. Kamenkova, V. and Senkova, K., 2020. MARKETING STRATEGY FOR ATTRACTING RUSSIAN CUSTOMERS. CASE: LIETSU HOTEL. Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda.International Journal of Research in Marketing.34(1). pp.22-45. Kanten, I. K. and Darma, G. S., 2017. Consumer Behaviour, Marketing Strategy, Customer Satisfaction, and Business Performance.Jurnal Manajemen Bisnis.14(2). pp.143-165. Kayumovich, K.O., 2020. Prospects of digital tourism development.Economics, (1 (44)). Lamest,M.andBrady,M.,2019.Data-focusedmanagerialchallengeswithinthehotel sector.Tourism Review. Neirotti, P., Raguseo, E. and Paolucci, E., 2016. Are customersā reviews creating value in the hospitalityindustry?Exploringthemoderatingeffectsofmarket positioning.International Journal of Information Management.36(6). pp.1133-1143. Park, S. Y. and Allen, J. P., 2018, July. THE HOTEL INDUSTRY VS. ONLINE TRAVEL AGENCIES: FOREVER FOE?. In2018 Global Marketing Conference at Tokyo(pp. 837-842). Schiele, K. and Chen, S., 2018. Design thinking and digital marketing skills in marketing education:amoduleonbuildingmobileapplications.MarketingEducation Review.28(3). pp.150-154. Slootweg, E. and Rowson, B., 2018. My generation: A review of marketing strategies on different age groups.Research in Hospitality Management.8(2). pp.85-92.