Digital and Distribution Marketing

Running head: MARKETING
Digital and Distribution Marketing
Name of the Student:
Name of the University:
Author Note:

1MARKETING
Executive Summary:
The aim of the report is to provide an overview of marketing in context of digital marketing
campaign put across by one of the most famous global hospitality company, Hilton Hotel. The
report begins with a description of the campaign thereby mentioning its purpose and target
audience. The report also discusses about the effectiveness of the campaign through a SOSTAC
framework. The report also puts forward a timeline mentioning the distribution channels and the
POEM categories. The report also validates and evaluates thee metric categories through an
evaluation of the interpretation of analytical data. Further the report also mentions suggestive
measures for improving the measurement metrics and campaign.

2MARKETING
Table of Contents
1
.Introduction:...................................................................................................................................3
2. Description of the Digital Marketing Campaign.........................................................................3
2. Timeline of the Campaign Noting Distribution Channels and the POEM Categories Used.......4
3. SOSTAC Framework..................................................................................................................5
4. Explanation and Validation of Metric Categories with Examples..............................................7
5. Two Valid Suggestions for Improvement Of:...........................................................................12
1. The Measurement Metrics.........................................................................................................12
2. The Campaign Itself.................................................................................................................13
6. Conclusion:................................................................................................................................13

3MARKETING
Introduction:
The report provides an insight into marketing in context of the digital marketing
campaign launched by one of the most renowned global hospitality company, Hilton Hotel &
Resorts. The new campaign known as the ‘Expect Better, Expect Hilton’ put forward by the
company mentions the benefits provided to the customers for direct hotel booking (Ting, 2017).
The report commences with the description of the digital marketing campaign with a focus on
the purpose and the target audience. The report also creates timeline for the campaign
mentioning its distribution channels along with a mention of the POEM categories. The report
also reconstructs the marketing campaign into SOSTAC framework for analyzing effectiveness
of such framework as strategic tool. There is also an explanation and validation of the used
metric categories mentioned in case study. The report also puts across an interpretation of the
metrics and the analytical data for evaluating the failure and success of the chosen distribution
channels of the digital marketing campaign. The report even puts forward suggestions for the
improvement of measurement metrics and the campaign.
2. Description of the Digital Marketing Campaign
The international hospitality company, Hilton Hotel & Resorts introduced a digital
marketing campaign that featured actress Anna Kendrick (hilton.com, 2019). The campaign
emphasized one the existing benefits enjoyed by the loyalty members of Hilton Honors during