Performance Driven Digital Marketing in Strategy Development of the PPHE Hotel Group

Running head: MARKETING
Performance Driven Marketing
Name of the Student:
Name of the University:
Author Note:

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MARKETING
Executive Summary:
The aim of the report lies in providing a evaluation of effectiveness of the digital marketing over
the traditional marketing in strategy development of the PPHE Hotel Group. The report
commences with the definition of the definition of marketing, marketing strategy, traditional
marketing and digital marketing and goes on to explain how digital marketing is taking over
traditional marketing trends, skills and benefits.

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MARKETING
Table of Contents
Introduction:....................................................................................................................................3
Critical Evaluation of or Digital Marketing Replaces Traditional Marketing in Strategy
Development....................................................................................................................................3
Digital Marketing Vs Traditional Marketing...............................................................................7
Difference in Skills between Digital Marketing and Traditional Marketing...............................9
Digital Marketing Puts across Clearer Customer Targeting......................................................11
The Benefits of Digital Marketing Agency...............................................................................11
Conclusion:....................................................................................................................................12
References:....................................................................................................................................13

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MARKETING
Introduction:
The report aims at providing a critical evaluation of how digital marketing replaced the
traditional marketing in the development of strategy in context of PPHE hotel group (pphe.com
2019). It is a real estate international hospitality group in possession of a portfolio of £ 1.6 billion
mostly including the long leasehold and the freehold assets in Europe and in the leading cities,
resort destinations and the urban markets. In recent times, the hospitality industry is facing
intense competition and challenges and there undergoes changes in holding significance to e to
the client. At the same time, the consumers are also undergoing a change in their habits and
preferences that makes them difficult for the firms in following and adapting to the change.
However, in response to shift in consumer behavior, hospitality industry like PPHE hotel group
started using strategies and newer tools along with mixing the available channels for not only
marketing but also engaging and connecting to the potential consumers. In other words, the focus
shifted to digital marketing. The report aims at provides an evaluation on whether the digital
marketing replaced the traditional marketing for strategy development. In doing so, the report
puts across the definitions of marketing and the marketing strategy and assesses how digital
marketing or online marketing is gradually replacing traditional marketing.
Critical Evaluation of or Digital Marketing Replaces Traditional Marketing in Strategy
Development
According to Kotler et.al (2015), marketing has influenced every individual in the
waking moment of the lives even when the individuals might not be conscious about. However,
it has been noted that throughout the hospitality industry that concept of marketing had an
evolution from the product orientation, sales orientation, marketing orientation to relationship