Digital Marketing Campaign for Marriott International

Hospitality digital
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
LO1..................................................................................................................................................3
P1- Explanation of digital marketing landscape and comparison between online and offline
marketing concept.......................................................................................................................3
P2- key Hospitality consumer trends and insights that are fulling the Digital growth.............4
LO2..................................................................................................................................................5
P3-Key Digital tools Used by Hospitality organizations............................................................5
P4- Development of E- commerce and digital marketing and the comparison with Physical
Channels......................................................................................................................................7
LO3..................................................................................................................................................8
P5- digital marketing Campaign for Marriott International.......................................................8
Marketing Mix ...........................................................................................................................9
P6- Explanation of Omni Channels and their use in the business...........................................11
LO4................................................................................................................................................12
P7-Measurement techniques for measuring effectiveness of performance of digital marketing
plan............................................................................................................................................12
P8- Set of action to improve Performance of Digital marketing .............................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing is the new way of marketing and useful tool for the business which
helps to aware about companies product and arability in the market. Digital marketing tools is
cap-able to target the audience according tho the product specification and their features which
are related to customers interest. Its easy to use and most of the people nowadays use social
media so its easy for the companies target their audience.
This report will cover the case study of Marriott international Hotel which is American
multinational Hotel and providing their guest luxury and premium Hospitality experience. This
hotel is working worldwide and having their presence in more than 6,906 and there are more
than 176000 employees are working in their Hotel.
This report will provide digital marketing campaign of the Marriott international which
will be based on developing good brand image and attract holiday seekers at their hotel.
LO1
P1- Explanation of digital marketing landscape and comparison between online and offline
marketing concept
Digital marketing is the top marketing tool which is growing day by day and helping
business to create their presence in the market through the Digital Marketing. As per the GDP
growth UK developed economy on the global landscape and the opportunities for the business
are incredible, specially for the digital marketing. This is not just a assumption but this is the
future where every business will be depended on the online Digital marketing (Bayoude and
et,al., 2018). Their is high demand of the digital markers in the UK market because most of the
companies are depended on ion the Digital marketing campaign, and they always look for the
marketer who have good knowledge of the digital marketing.
In the UK market Virtually all adults aged 16 to 44 years in the UK were a recent internet
users (99%) in 2019, compared with 47% of adults aged 75 years and over. 7.5% of adults had
never used the internet in 2019, down from 8.4% in 2018. 91% of adults in the UK were recent
internet users in 2019, up from 90% in 2018. Dependency on the internet make the business in
the UK to use digital marketing and this is the best way for the new business to use the Digital
marketing because it is less costly but marketers need some knowledge about it and should
have knowledge of digital analysis.

Thanks for the rapid development of the telecommunication infrastructure which make
available internet for the people in fewer prices so people are able to connect with the internet
and this all benefited to the companies in UK. Now every company in the UK market is using
Digital marketing tools and showing their presence. Its helpful for the business become its more
easy as compare to the traditional marketing and also save money of the business for the
marketing, and they can able to reach their target audience in less Budget.
Online marketing VS Offline marketing
Online marketing and Digital marketing are two different marketing strategy which
completely different from each other and there are some differences like their target audience
is totally different, Tools are different etc.
Online marketing is known as the internet marketing where business get the position
like, content writing, SEO, social media marketing and many more. This is different from the
Traditional marketing because in the traditional ,marketing which is known as offline
marketing. Marketers of the company have to visit the market to convey their message to their
audience and if the company is using the TV advertisement and News paper which are tools of
the tradition marketing are also complicated because there is no target audience (Chaffey and
Smith., 2017). Advertisement will be visible for every person and the cost of per advertisement
is five times high as compare to the Digital marketing. But the Digital marketing is easy to use
but the marketers should have the knowledge about the tools and there are various tools which
is useful for the markets to convey their message they have t handle their campaign through
computer and their they can also analysis how many people have visited their website and their
responses and its less costly as compare to the traditional marketing and company can target
their audience as well according to age group and their interest.
P2- key Hospitality consumer trends and insights that are fulling the Digital growth
There are many customers trends in the Hospitality industry which are helping the
business to use the digital market and it is also growing the digital marketing. This is necessary
for the Marriott international to look for those trends to take competitive advantages in the
markets and this is affecting digital growth of the company as well (Chaffey and Smith., 2017).
Online Booking
This is the new customers trend where people can book their Hotel online and confirm
their stay in for the future so when they will go top the hotel they will get their room ready