hospitality digital marketing

HOSPITALITY
DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Environmental analysis for Marriott hotel digital presence, focusing on opportunities,
challenges and its impact on digital environment on industry....................................................1
TASK 2............................................................................................................................................4
Key digital tools, platforms and channels used by various organisations and comparing its
digital presence............................................................................................................................4
TASK 3............................................................................................................................................5
Develop a plan for digital marketing activities to support Marriott Hotel ................................5
TASK 4............................................................................................................................................8
Methods to evaluate, monitor and measure digital marketing effectiveness. ............................8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
It is the marketing of goods and services by using digital technologies and its channels
are systems based which create and transmit value of product from consumer to producer. Digital
marketing is developed during 1990s to 2000s and transforms the marketing way of businesses
and develop use of technology in environment. Digital marketing always support digital
technologies to promote its products and services and it is majorly done with the help of internet,
smartphone devices and computers (Bowie and et. al., 2016). Digital marketing enhances the
area of companies or marketers to reach new customers and grasp more and more market
segment. This report is going to demonstrate the understanding of opportunities and challenges
which influences the digital environment and also determine the key digital tools and channels
which is used by various hospitality organisations. In addition to this, it also identify the digital
marketing activities and develop multi channel capabilities for hospitality organisation. Lastly, it
also evaluate the methods of monitoring and measuring the digital marketing effectively in
relation with Marriott hotel which is an international diversified hospitality organisation which
manages and franchises a board of functions of hotels and other facilities.
TASK 1
Environmental analysis for Marriott hotel digital presence, focusing on opportunities, challenges
and its impact on digital environment on industry
Marketers use many technologies to target their market which include email, social
media, advertisements and other websites. These are just mode of transporting the information to
customers as digital marketing is helpful for marketers as before launch of digital marketing,
marketers will spend countless time in searching about the customers. For this, PESTLE analysis
is conducted which involve six main factors as they impact business, products, services and also
influences the buying behaviour of customers. However, the application of PESTLE analysis in
context of digital marketing sector is described below in order to analyse the market competition
and the influence of external factors over organisation performance (Buhalis and Sinarta, 2019).
Political: Under this factors, it includes government policies, procedures, regulation,
rules, political stability and many more which impact over organisation's performance. In context
of UK digital marketing division, it is recognised as world's leading country who spend major
portion of its overall GDP into improving the productivity of e-commerce industry i.e. 7.94%.
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However, with the implication of Brexit in the year of 2016, it negatively effect over the
productivity of UK digital marketing sector in terms of maintaining its profitability ratio in an
increasing level. Hence, such type of negative impact provides huge opportunity for UK
government as they took an initiative to implement effective post- Brexit strategy in which they
mainly focus on developing AI and IOT. By adopting several innovative or creative tools like
cyber security, expanding data storage, upgrading networking connectivity to 5G and many
more. Due to which, it help UK digital marketing to manage its capability to overcome the
negative impact of Brexit and also lead them to enhance market share in an impressive style.
Economical: This factor is concern with economic growth, interest rate, inflation or
deflation ratio, GDP rate and etc. that effect establishment ability to enrich profit margin rate.
However, as per the recent industry analysis of UK digital marketing, it has been signified that
they are achieving cutting edge competitive advantage in an innovative style as they are making
huge effort to move from cloud computing to virtual marketing (Camillo, 2015). Hence, with the
enormous growth in digital marketing, it assist UK economy to increase its overall GDP ratio,
drive them to generate high level of employment opportunity, enrich well bring or lifestyle of
population in a better way. Brexit is an another economical factor that create impact over the
economic situation of the firm in term of creating inflation in the nation. Due to inflation the cost
of material and products are maximise that influence the business of Marriott hotel. This factor
also create challenges for respective company because this firm operate globally and the interest
rate of different countries are change. It generate issues for effective running of business of
Marriott.
Social: In this determinant, it is link with those aspect such as customer taste or
preference, population income level, demographic elements and so on which influence
organisation sales volume. In regard of UK digital marketing sector, majority of the population
are making use of social media platform like Facebook, Twitter, LinkedIn, YouTube and etc. for
obtaining the information regarding latest trends, brands, products service, market competition.
However, such behaviour of UK population benefits digital marketing division to enlarge the
sales performance and also to gain high level of customer satisfaction in an effectual manner.
Changes in consumer needs is a factor that affect the company and create challenges its business.
The changes are occurred frequently basis in consumers needs and demands so when they do not
get services and facilities according to them, then they switch to other firm to get satisfaction.
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