This report discusses the evaluation of current marketing communication and channels with identifying tools, channels and methods. It also includes a detailed integrated marketing communication plan with multiple channels and has SMART objectives to meet business & marketing objectives.
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Integrated Hospitality Marketing Communication
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Table of Contents INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................1 Task 1...............................................................................................................................................1 1 Evaluation of current marketing communication and channels with identifying tools, channels and methods.............................................................................................................1 2 Evaluation on marketing channels of communication are integrated in range of hospitality industry to add value and increase resources with use of relevant marketing models...........2 3 Judgements about marketing channels in adding value to company with specific examples of how they serve communication objectives........................................................................3 Task 2...............................................................................................................................................3 1 Design communication objectives for InterContinental hotel with justification of selection and integrated of communication channel..............................................................................3 2 Evaluate communication objectives in relation to marketing communication mix and hospitality industry objectives................................................................................................4 3 A detailed integrated marketing communication plan with multiple channels and has SMART objectives to meet business & marketing objectives..............................................5 Task 3..............................................................................................................................................5 1 Design & produce content to channel and communication objectives................................5 2 Determine communication strategies that helps in achieving objectives with the help of social media, channel choice and creative content issues......................................................6 Task 4...............................................................................................................................................7 1 Integrated marketing communication planin the creative content, communication strategy and channel choice................................................................................................................7 2 The achievement of the controlling as well as affect of the integrated marketing plan......8 3 Recommendations of enhance the integrated marketing communication plan..................8 CONCLUSION................................................................................................................................9 REFERENCES.............................................................................................................................10
INTRODUCTION Integratedhospitalitymarketingcommunicationistheamethodthroughwhicha organisation ensures different promotional tools within marketing campaign to be consistent, clear and working towards achieving goals. InterContinental Hotels Group PLC is a British multinational hospitality company with the headquartered in England, UK, it was founded by Juan Trippe in 2003.(Blakeman, 2018)In this report there will be discussion about the current marketing communication and channels with suitable tools and methods that company use, with evaluation of methods in adding value and maximising resources of organisation, with suitable example to demonstrate communication objectives. There will be a design of communication objectives of the company in relation to marketing mix and business objectives, with a detail marketing communication plan with the help of SMART objectives. Design and produce of content to channel and communication objectives, communication strategies with the help of channel and medium to achieve company objectives. At last there will be a evaluation of integrated marketing communication plan in relation to strategy, channel choice, creative content, with monitoring the impact and a recommendations for any improvement need in integrated marketing communication for success in communication and business objectives of organisation. MAIN BODY Task 1 1 Evaluation of current marketing communication and channels with identifying tools, channels and methods The hospitality sector is experiencing many issues due to COVID-19 restrictions with recent lifting of restrictions the industry faced growth with some situation, industry faced marketing communicate issues such as.Traditional marketing-recent situation made traditional marketing ineffective as it requires more engagement with less results and it is more time and cost consuming process.(Choudhary, 2021)The recent changes in restrictions organisation should focus on thinking marketing communication and channels other than traditional methods with more promising success such as, digital marketing.Online travel agencies-there are various online sites from where customers books there packages with increased rates of commissions it is danger on many aspects related to it, because of this there is increase of influence of online travel 1
agencies which directly impact on organisation rates and profits from visit offline booking. Customers expectation-with recent situation and trends there is a increased in customer expectation from travelling and hotels, as people needs more comfort and relaxation stay in hotels with high expectation which directly affect hospitality industry.Marketing budget- company has monthly budget set for marketing campaign which restrict the plans for marketing, as with restrictions the effectiveness of marketing with reduce in flexibility during high demand. Marketingcommunicationtoolsisasetofdiversifiedprogramsdesignatedto communicate with targetaudience effectively.(Enke and Borchers, 2021)The integrated marketing communication has various communication tools that will help company to target specificaudiencewitheffectivemannersuchas,advertising,directmarketing,internet marketing, sales promotion and public relations. With the help of right marketing communication tool it will help company to target audience and spread awareness of the organisation, as it is a integrated marketing communication the ideal solution is to align common goals and target to get better results and success. Marketing communication channelsis medium through which companies deliver their value and offer to audience, it the initial step in successful marketing campaign. There are 2 major types of marketing channels from physical medium to mobile friendly platform such as, Traditional channels- billboards, postal services, events, television and radio,Digital channels- social media, email, podcast and websites. Marketing communication methodsincludes advertising, direct marketing, branding, packaging, online presence, PR activities, sales presentations, sponsorships, trade show and printed materials.(Hawshar, 2020)There are various methods which can be used to make marketing communication more effectively and helps spread awareness to target audience such as, advertising, sales promotion, events and experience, word of mouth, public relations and publicity, personal selling, direct marketing and interactive marketing. 2 Evaluation on marketing channels of communication are integrated in range of hospitality industry to add value and increase resources with use of relevant marketing models. Marketing communication helps company in spread awareness of products, services and ideas from manufactures to customers, it helps to build and maintain relationships with customers and other it helps to bring a proper aspects of marketing. In context toInterContinental Hotels marketing channels such as digital marketing will helps in increasing brand image of the 2
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company, it allows more engagement with company through marketing model as advertising and add value to company's proposition. It also helps in building brand awareness and generate leads through digital marketing and right advertising of the company.(Hu and Olivieri, 2021) Marketing is important part in hospitality industry as it helps business to increase bookings and revenue through reaching to customers and conveying proposition and brand value to audience which directly impact on profit of the organisation. 3 Judgements about marketing channels in adding value to company with specific examples of how they serve communication objectives Marketing channels add value as a factor which can affect customers perception of services that InterContinental hotel offers, with the help of digital marketing channel such as social media platform will help in adding brand value of the company.(Juska, 2021)Digital marketing channel in which a social media hotel post their pictures and videos online through which people will get aware of the services offers by the hotel and will books rooms through it which will directly increase brand value and communication objectives and revenue of the organisation. Task 2 1 Design communication objectives for InterContinental hotel with justification of selection and integrated of communication channel. Communication objectives is the process of setting targets for communication, it also describes target that company wants to reach with planned actions and formulate in advance as it evaluate the desired target. It helps to focus on measuring the customers attitude towards brand such as the credibility and customer satisfaction, it will measure the behaviours of customers through their visits, request of information and rate of purchase. Communication objectives in InterContinental hotel is important as it allows ability to offer empathy, help getting feedback with this guest will be more open as they get ensure that they are being heard and have a effective communication to gain confidence and become more vulnerable and friendly which willdirectlyimpactonhavinggoodconversationofstaffandguest.(Kitchen,2020) Communication is important in hotel as the main part of business running is communication, as the staff is always in direct engagement with guest so to effective business the employee of the hotel should have agood communication skills and polite nature. Communication objectives 3
company should develop a plan through all staff members will develop a good communication skills to maintain a relation with guest and satisfy them with nice interaction. In context of InterContinental hotel the communication objectives will be such as,information-as company should provide necessary information to staff members and also to guest which will allow a proper interaction and a good engagement between guest to staff.Control-company should develop a rules and policy related to the behaviour in relation to the behaviour maintain in hotel premises by staff and guest.Motivation-hotel should a maintain a process to keeping motivating employees for their success and ultimately success of the business, a good motivation will increase the efficiency of the employees which will help to achieve companies goals.Emotional expression-as company should maintain state where all staff members should not le their personal emotional perspective comes in between while handling the guest, otherwise it will impact on image of brand. Communication channel-the communication channel helps to connect and engage with audience which helps in increasing effectiveness of the communication, there are various types of medium through company can establish a base to communicate. In which a social media platform will be best way to communicate, as it is a popular way to communicate to stay in contact with customers company will promote and increase brand awareness. As social media allows organisation to attract followers and helps to reach more people at particular time than phone call and other communication channels, it is also a great place to attract new customers by sharing pictures and videos that company has to offer. 2Evaluatecommunicationobjectivesinrelationtomarketingcommunicationmixand hospitality industry objectives. Communication objectives helps to focus on measuring the customers attitudes towards brand with credibility and customer satisfaction, marketing objectives helps to measure the behaviour of customers and staff. The communication mix involves the tools to communicate with customers through advertising, social media, direct marketing, product packaging, websites, events and exhibitions. In communication objectives company chose social media platform to relate with communication mix a direct marketing and internet marketing will best suitable options, InterContinental hotel for integrated marketing communication which will directly impact on increasing achieving companies objectives.(Littlefield, Sellnow and Sellnow, 2021) The social media platform comes under internet marketing so both are interrelated to each other 4
to achieve the goals and objectives of the company, social media allows to directly interaction with customers and helps targeting audience and other hand internet marketing allows in engagement with customers and attract audience. 3 A detailed integrated marketing communication plan with multiple channels and has SMART objectives to meet business & marketing objectives. Integrated marketing communication plan of Intercontinental hotel the main is to achieve company gaols through social media platform by communicating with customers to increase profits of the company.(Porcu and et. al., 2019)As the companies communication channel is social media company will share pictures and videos and interact with the audience to attract more customers with the help of SMART objectives such as, to increase 5% of profits in upcoming 2 months through regular interaction on social media with potential customers, will help in achieving business and marketing objectives. Task 3 1 Design & produce content to channel and communication objectives To create a content for communication channel to achieve communication objectives of the company, as organisation is using social media channel for communicating so, Company should create use multiple channels on social media such as, Facebook, Instagram, Twitter, YouTube and others, through it will create a base where organisation can directly connect with customers. Company should build a strong base on internet where it can interact with the audience and attract many more potential customers through post, pictures and videos and social media campaigns. Company should create a creative content to post on Instagram with personalised hashtags which will help to connect more people and old customers so they can also post pictures and tag them to increase awareness of the brand. By creating a companies own tags it will ensure a awareness of the brand and people will use tags to post pictures of their own with visit in hotel. Before posting social media campaigns online company should make a creative base with bordersandattractivepictureswhichwillattractaudienceandensurespreading awareness of the brand through attractive and creative content on social media. 5
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Company should start social media campaign on twitter, as twitter is best place to interact with people and get honest opinion about the review of company and company can later take into consideration for better result in future. Organisation should create YouTube page on which they can post videos of interior of rooms, lobbies, restaurants and bar of the hotel or any other events taken place into, it will ensure a clear view of the hotel that they offer to customers through which it will help in increasing the brand awareness and customers. Hotel should upload pictures and videos of the customers that stay there with there review about the place so people get to know the honest opinion about place, which will help in engagement with potential customers. Company should create a creative posters of services that they are offering, through which it will spread awareness of services provided by the brand through attractive posters, as a attractive posters helps to attract more audience towards them. Organisation focus on regular interaction and engagement on social media as it is best source through which company can communicate with their customers or potential customers, through posting pictures, posters, campaigns, creating hashtags and videos. 2 Determine communication strategies that helps in achieving objectives with the help of social media, channel choice and creative content issues. The digital communicationstrategy is modifying the technology in the world as it main focus on covering the targeted costumers rather than covering entire marketing. The digital communication strategies help to organisation to enhance the revenue or sale in order to accomplish the organisational objectives.(Šerić, Ozretić-Došen and Škare, 2020)There are various strategies and techniques that help to make better digital communication that will mention below. Building a brand:The organisation can design the brand image in digital worlds with help of social media channels and website etc. The company should demonstrate the video, image on their website and social media platform such as Facebook, Instagram and Twitter etc. Generating awareness: The organisation have to spread the brand awareness to only targeted customers and try to provide full details of the product and service of the company. The onlineadvertisementhavetoinspiretheconsumerssothatconsumerengagedwiththe organisation 6
Customer's feedback:The internation guests review about the hotel in online with help of feedback and comments on the company's website. The company have to work on their actual feedback and serve the amazing experience to the guest so that they get positive feedback. Effective content:The organisation have to use effective content such image, video and written informationfor digital website and social media post that help attract the comsumer toward company. Task 4 1 Integrated marketing communication plan in the creative content, communication strategy and channel choice. The Integrated marketing communicationmainly work on create effective service and product and determine the price as per the competitive company. The IMC aim at identifying the targeted consumersand find the effective distribution channels in order to enhance the company's sales. The integrated marketing communication provide numbers of ways to deliver the relevant information to their consumers.(Suay-Pérez, 2020)There are various plan of integrated marketing communication that will discuss below. Communication Strategy-The integrated marketing communication planis essential elements to promote the brandamong numerous consumers. It offers many tool of marketing such as promotion, public relation and advertisement with help of social media. The effectively implementing of integrated marketing on identifying the needs as well as expectation of value travellers. Thestrong communication allows to reach their market through different type of communication strategies.(Taghipour, 2019)It involve medium as well as targets message for establishing strong marketing communication in order to enhance the market value. The effective communication strategies maintain the harmony between employees and employer so that it enhance the operational activities. In context to Inter ContinentalHotel Groups, The respective company have used integrated marketing communication in which they mainly focus on effective communication with employees and targeted audience. CreativeContent-Theintegratedmarketingcommunicationallowsadvertising creativity in which generate the appropriate, fresh and unique views that can be utilization for solutions to communication issues.It is essentials for ads to effective and appropriateso that effectively influence the consumers or guests and reach the targeted marketplace. The integrated 7
marketing is a process of sharing a relevant and consistent content experience to audience across different channels. In relation to Inter Continental Hotel Groups, The repetitive company have used effective content their advertisement that can be helpful for internation guest to know more about the company's luxury amenities and other service. Channel Choice-Integrated marketing communication is a strategy framework in which deliveraeffectivecontentthroughradio,website,email,socialmedia,mobile,TVand newspaper etc. The organisationuse their communication channels according to thedifferent guests and travellersas help to share the message and quality context to their consumer. (Uğurlu, 2020)With referenced toInter ContinentalHotel Groups, the given company have used digital channels for delivering the contentto their numerous guests at same time. The communication channel is an essentials part of integrated marketing as it help the organisation to engaged consumer with globally. 2 The achievement of the controlling as well as affect of the integrated marketing plan Therearenumeroustechniqueortoolwhichhelptomonitoringtheintegrated marketplacecommunicationplan.Theorganisationusetheeffectivelytoolthatassesto predetermine the goals and control the whole process of integrated marketplace plan. The strong monitoring is a only ways that organisation understand whether organisational objectives are being accomplished or if not. In this process, the organisation fixing the standard for operational work that must be compared wit the actual work. The effective communication campaign might be misjudged non positively if organisation ignore the actual facts which competitive company introduced a fresh product.(Zwerin, Clarke and Clarke III, 2020)The integrated marketing communication plays a crucial role in delivering the integrated information' in their various channels. The impact of integrated marketing communication is sharing a single message of content to customers across the different marketing modes such as hoarding, banner,radio and TV and so on. 3 Recommendations of enhance the integrated marketing communication plan Customer's desire:The organisation ought to prepare the plan as per the customer's needs so that consumer easily attractive toward purchasing the service and goods. The company shouldaim at only those consumer who have interest towards company's product and service instead of covering the whole marketplace. 8
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Social media:The social media play an vital role in organisational development as it allows to connect with wide numbers of consumer across the world.(Thomas, Jose and Upadhyay, 2019)The company should morecollecting thecustomer's databasethat help to understand the customer's desire and tasteandfocus enhancing digital presenceof the organisation. CONCLUSION The above stated report concluded that marketing channels are very important for an hospitality sector's development and growth as well. There are various marketing channels such as Email marketing, SEO marketing, Digital marketingand network marketing etc.The main aim of marketing channels to establish the connecting between company which manufacture the product & service and customer's who buy these good & service,The company choose the communication channels according their product andconsumer's behaviours. The effective content help to allure the consumers to buy in order to increase the sale or revenue of the organisation. 9
REFERENCES Books and Journals Blakeman,R.,2018.Integratedmarketingcommunication:creativestrategyfromideato implementation. Rowman & Littlefield. Choudhary, H., 2021. Creativity in Advertising: Impact on Communication-effect and Consumer purchase behaviour.Asian Journal of Management,12(2), pp.144-146. Enke, N. and Borchers, N.S., 2021. Social media influencers in strategic communication: A conceptual framework for strategic social media influencer communication. InSocial Media Influencers in Strategic Communication(pp. 7-23). Routledge. Hawshar, G., 2020. An implementation of integrated marketing and communication strategy in collaboration with digital influencers. Hu, L. and Olivieri, M., 2021. Social media management in the traveller's customer journey: an analysis of the hospitality sector.Current Issues in Tourism,24(12), pp.1768-1779. Juska, J.M., 2021.Integrated marketing communication: advertising and promotion in a digital world. Routledge. Kitchen, P.J., 2020. Marketing communications. InA reader in marketing communications(pp. 1-9). Routledge. Littlefield, R.S., Sellnow, D.D. and Sellnow, T.L., 2021.Integrated Marketing Communications in Risk and Crisis Contexts: A Culture-Centered Approach. Lexington Books. Porcu,L.andet.al.,2019.Analyzingtheinfluenceoffirm-wideintegratedmarketing communication on market performance in the hospitality industry.International Journal of Hospitality Management,80, pp.13-24. Šerić, M., Ozretić-Došen, Đ. and Škare, V., 2020. How can perceived consistency in marketing communicationsinfluencecustomer–brandrelationshipoutcomes?.European Management Journal,38(2), pp.335-343. Suay-Pérez,F.,2020.IntegratedMarketingCommunicationRelevanceforHeavy Consumers.Scientific Publications/University of Economics in Katowice, pp.201-211. Taghipour, M., 2019. Effect of integrated marketing communication on brand value with the role of agency's reputation (including case study).Journal of Process Engineering,5(11), pp.30-44. Thomas, S., Jose, L. and Upadhyay, D., 2019. Role of integrated marketing commmunication on online marketing.International Journal of Research in Social Sciences,9(1), pp.28-47. Uğurlu, K., 2020. Integrated Marketing Approach in Hotel Management. InThe Emerald Handbook of ICT in Tourism and Hospitality. Emerald Publishing Limited. Zwerin, A., Clarke, T.B. and Clarke III, I., 2020. Traditional and Emerging Integrated Marketing CommunicationTouchpointsUsedinEffieAward-WinningPromotional Campaigns.Journal of Promotion Management,26(2), pp.163-185. 10