Digital Technology Impact on Marketing

This research project examines the impact of digital technologies on marketing tactics and their influence on the key performance indicators of a business enterprise. Using Hilton Hotel as a case study, the project explores how digital marketing strategies contribute to brand awareness, customer satisfaction, and overall business performance. The research delves into various digital marketing tools and techniques, analyzing their effectiveness in enhancing customer engagement and driving sales.

RESEARCH
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
Literature review- ............................................................................................................................2
Research methodologies..................................................................................................................4
Activities & Time scale...............................................................................................................5
REFERENCES................................................................................................................................7

TITLE- To evaluate the impact of digital technologies over tactics of marketing over the key
performance of business enterprise. A case study on hotel Hilton.
INTRODUCTION
Digital technological bring advancement to the growth of enterprise in effective mode.
The digitalised process affect the process of marketing in the significant mode. The internet is
the crucial process which will be helpful as to have the information about the customers so that
firm can process the activities of enterprise in effective model the present report will outline the
business activities of Hotel Hilton (Itani, Agnihotri and Dingus, (2017)). It is the hospitality
brand which works as to provide accommodation facility to its customers. Marketing strategies
will be helpful to bring stimulation in the profitability of enterprise. In addition to this, report
will focus over the having improvement in the activities of marketing so that firm can process all
things effectively. Thus, it can be said that the absence of technology will hinder the growth of
enterprise. The main aim is to bring improvement in the marketing strategies so that effective
plan of activities will help toi organise each things effectively.
Aims
To evaluate the impact of tactics of marketing over the key performance of business enterprise.
A case study on hotel Hilton.
Objectives-
1. To understand the meaning of marketing.
2. To examine the differed kinds of strategies of marketing used by Hotel Hilton, for
enhancement in brand awareness.
3. To identify the impact of marketing strategies for having improvement in business
performance.
4. To recommend the various ways which are suitable for increasing organisational sales.
RESEARCH QUESTIONNAIRE-
1. What are the impact of technological advancement to enhance customer satisfaction?
2. How to have systematic operation of firm with the use of technological advancement?
3. How digital technology will improve marketing tactics.
Rational in the contribution process
The main aim of digital technology is to process the activities of firm in effective mode.
The marketing is the term which is responsible to enhancement in revenue scale. The Hotel
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Hilton is taking various initiatives so that functions of marketing can be improvised. The
marketing approach with the help of digitalised technology will bring technological
advancement. In this way, in order to maintain the rate of customer retention the firm need to
process the activities effectively. The digitalised process is helpful in order to have systematic
growth in enterprise. The digitalisation is one of the effective process which will work as to have
quality service. The good marketing tactics will also assistive in order to manage the operational
activities of business enterprise. In order to maintain customer momentum the firm need to
process its activities in the expertise mode.
Literature review-
Impact of digitization over growth of business enterprise-
According to the view of Itani, Agnihotri and Dingus, (2017) states that digitization
process is helpful in order to have stimulated growth in enterprise. In this way, it can be said that
marketing is the crucial process and it is helpful to have enlargement in the profitability of
enterprise. Itani, Agnihotri and Dingus, (2017) Pointed out that marketing and selling both these
are to differed approach but this are so interdependent on each other. In addition to this, having
improvement in the performance of enterprise will be helpful to process activities of business
enterprise effectively and efficiently. According to the view of David, David and David, (2017)
marketing function are helpful in order to have enhancement in the profitability of business
enterprise. To cope up with this kind of approach, market research is need to be taken. In
addition to this, Kang and Kim, (2017) marketing strategy will be helpful to process the
activities of the enterprise effectively. In this manner it can be said that it is very essential to
have long-term sustainability in market. Kang and Kim, (2017) Pointed out that there are
number of positive and negative forces which can influence the overall working of the enterprise.
As per the view of Itani, Agnihotri and Dingus, (2017) states that digitalisation process
ails at to describing the current marketing communication process which help to examine the
working of all enterprise. Hence, it can be said that technological advancement has taken over
the market. Thus, it can be said that brand manager alone cannot promote its good and services
in the market to ware the customer. In this case online activities plays greater role so that
function of enterprise can able to run smoothly. In the present era of digitalisation internet offers
wide number of opportunities to the enterprise which helps as to have reduction in the prices so
firm can process effectively. According to the view of Angell and Kraemer, (2017) with the
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help of internet facility the business enterprise is able to communicate with the each departments
so that all process can be conducted expertly. In the current scenario the customers are well-
informed person and they have so much eager to know about the price of the product, for this
they use online tools. Thus, it can be said that company online communication tool to be clear
and specific so that customer can able to trust over the online functioning of enterprise. In
addition to this, it can be said that process of digital marketing is very crucial process and it is
also important for brand development. It is the world most challenging process which helps to
develop the online presence of firm in market. According to the view of Ross and Lozano-Rojas,
(2017) states that there are number of digital marketing process which works as to have ultimate
growth in the enterprise.
In addition to this, Angell and Kraemer, (2017) states that with the help of digitalisation process
the firm is able to obtain short time important information. Thus, it can be said that Trans-media
storytelling is one of the best source and it is very helpful to process the online communication
so that firm can operate its business activities effectively. According to the view of Ross and
Lozano-Rojas, (2017) communication, technological advancement all are very essential to
process the activities of the firm in the effective manner. Thus, it can be said that fair and correct
information about the products in the market will be helpful to make the right and wrong
decision. Hence, it can be said that online marketing plays the greater role in order to have
enhancement in the brand image of business enterprise. As per the view of Camilleri, (2018)
online marketing is helpful in order to process the activities in effective mode so that
organisation can have long-term sustainability in market. The effective tactics of marketing will
be helpful to have efficient growth in market. This kind of process is helpful in order to reach the
wide range of customer in the market. According to the view of Ross and Lozano-Rojas, (2017)
social marting plays effective role to have enhancement in the profitability of enterprise. In this
manner it can be said that technology is helpful and it works as to affect the overall functioning
of business enterprise. In addition to this, Itani, Agnihotri and Dingus, (2017) states that changes
are the part of enterprise and it is need out to carried in the effective mode. In order to have
enhancement in the function of marketing, there are number of sources as are e-mail, texting and
website. This kind of function are very helpful to deliver the effective product and services to the
customers. According to the views of David, David and David, (2017) states that effective
communication will be helpful to have efficient growth of firm.
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Research methodologies
These are characterized in the accompanying way are as-
Research philosophies- This is the procedure in which it characterized that what sort of
information is should be accumulated and dissected. There are two sorts of the methods of
insight such are as interpretivism and positivism (Kang and Kim, 2017). In this the methods of
insight depends on the different sort of epistemology and the things under this depend on the
different sort of logical genuine and song ans at some point its difficult to trust that it is valid or
not.
For the present investigation, the interpretivism is should be taken in light of the fact that its in
view of the human conviction and conduct. In positivism the methods of insight depends on
logical hypothesis where there was no desire of scientist.
Research approach-In this there are different sorts of hardware and strategies which is have to
embraced in connection to direct the particular information. With the assistance of viable
execution there can be lessening in the possibility of misstep. There are two sorts of ways
inductive and deductive.
For introduce think about the inductive approach is should be taken to lead the whole research.
This depends on high sort of impact which works in connection to impact conduct of client in
huge way. In deductive approach the general substance was examined.
Research design- The viable outline it should be led in connection to accomplish points and
goals. Keeping in mind the end goal to look after dependable, legitimacy and moral thought the
proper strategy is should be utilized. For display contemplate the unmistakable research is should
be utilized with the goal that hypothesis can be directed top to bottom way. With the assistance
of investigating new thoughts the things can be eat viably.
Research technique- There are two sorts of strategies such are as quantitative and subjective.
This sort of the things is should be eat in connection to get the headway inside the exploration.
For the present investigation there is have to lead the profundity data on hypothetical premise,
there is no nearness of numeric esteem. Be that as it may, the subjective is should be utilized
where there is nearness of numerical things.
Data collection- with a specific end goal to direct the exploration in the viable way it is
imperative to gather source which will be useful in connection to accomplish points and
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destinations. There are two sorts of the strategies are as essential and optional. The essential will
function as to lead data from the competitors like director representatives of the firm. There is no
utilization of auxiliary research since it depends on accumulation of concentrate from different
creators.
Data sampling- In this the scope of individuals is should be chosen. This is exceptionally
powerful process there are two ways such are as probabilistic and non-probabilistic. The
probabilistic is bases on the measure of populace and non-probabilistic isn't secured under the
same. In the present investigation the probabilistic methods is should be utilized with the
examining of 10 hopefuls as chief.
Data analysis- In the present examination the information will be gathered with the utilizing of
topical examination. Keeping in mind the end goal to direct the subjective research powerful this
will be exceptionally compelling. With the assistance of this the best after effect of the
information can be analysed.
Ethical consideration- In this it is essential to take after all the moral way to direct research.
The security and gathered information is should be shielded from the copyright encroachments
(David, David and David, 2017). Here every one of the members is have to similarly treated.
Amid this there isn't any sort of damage is should be given to the creatures and different things.
The correct care of the considerable number of members is should be kept up in connection to
guarantee the dependability of the examination content.
Activities & Time scale
This is need to be drawn in order to determine effective timescales which will help as to process
the activities of the effective manner. This is useful in order to conduct the things effectively.
Activities 1st
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2nd
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3rd
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4th
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5th
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6th
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Research topic
Literature
Review
Research
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methodology
Effective
Proposal
Draw question
of research
Carry out
Research
activities
Data Analysis
and its graphic
Conclusion
and
recommendati
on
Final Report
Editing and
Completion
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REFERENCES
Book & Journal
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product. Springer, Cham.
Itani, O.S., Agnihotri, R. and Dingus, R., 2017. Social media use in B2b sales and its impact on
competitive intelligence collection and adaptive selling: Examining the role of learning
orientation as an enabler. Industrial Marketing Management. 66. pp.64-79.
David, M.E., David, F.R. and David, F.R., 2017. The quantitative strategic planning matrix: a
new marketing tool. Journal of Strategic Marketing. 25(4). pp.342-352.
Kang, J.Y.M. and Kim, J., 2017. Online customer relationship marketing tactics through social
media and perceived customer retention orientation of the green retailer. Journal of
Fashion Marketing and Management: An International Journal. 21(3). pp.298-316.
Ross, J.M. and Lozano-Rojas, F., 2017. Sales Tax Holidays: Evidence on Incidence.
David, M.E., David, F.R. and David, F.R., 2017. The quantitative strategic planning matrix: a
new marketing tool. Journal of Strategic Marketing. 25(4). pp.342-352.
Angell, R.L. and Kraemer, J.R., International Business Machines Corp, 2017. Automatically
generating an optimal marketing strategy for improving cross sales and upsales of items.
U.S. Patent 9,685,048.
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