Hospitality Digital Marketing

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
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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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