Digital Marketing Plan and Omni Channel Marketing for Hilton

This study explores the effectiveness and importance of developing a digital marketing plan for Hilton, a multinational hotel group. It also discusses the use of Omni channel marketing to meet business objectives.

Project

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 3.................................................................................................................................................1
P5 Digital marketing plan and strategy to build multichannel capabilities.................................1
P6 How Omni channel marketing is used to meet business objectives for Hilton......................5
LO 4.................................................................................................................................................5
P7 Measurement techniques and performance metrics for digital marketing plan.....................5
P8 Set of actions and ways to improve performance in digital marketing..................................6
CONCLUSION................................................................................................................................6

INTRODUCTION
Marketing refers a group of activities which are being undertaken by companies in order
to promote their products and services to customers (Kotler and et.al., 2017). This study is based
on Hilton which is an American multination hotel group. This present study is going to show
effectiveness and importance of developing a digital marketing plan. Further, it will also show
some ways and importance of measuring performance of digital marketing performance in order
to take competitive advantages.
LO 3
P5 Digital marketing plan and strategy to build multichannel capabilities
Marketing is one of the main functions which allows companies to promote their products or
make customers aware about features o their products and services (Chaffey and Ellis-Chadwick,
2019). One of the main aim of hospitality sector to perform marketing function is to increase
sales by attracting customers to the great extent. Some elements of an effective digital marketing
plan include:
Executive summary
Hilton is multinational American hospitality company which manages as well as franchises
a broad portfolio of hotels and resorts. This marketing plan will show situational analysis of this
hotel which will help it out in identifying its own strengths, weaknesses. With the help of using
effective tools, it also analyse external environmental factors in order to take competitive
advantages by making changes in strategies accordingly. It also shows importance of marketing
strategy for developing plan.
Mission
Mission of Hilton hotel is to become the most hospitable company by creating heartfelt
experience for guests. For accomplishing its mission, it mainly focuses on quality of products
and customers’ services (Mission and Vision of Hilton Worldwide, 2017).
Vision
As per its vision statement it wants to fill the earth with the light as well as warmth of
hospitality by providing excellent experience and value to customers.
Digital marketing goal
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 To increase sales of products and services up to 25-30 % in the by the end of 2021.
 To increase number of customer and traffic on its official website.
Situational analysis
With the help of SWOT analysis tool, it will analysis its own abilities and weaknesses in order to
develop them and removing weaknesses (Ryan and et.al., 2018).
Strengths
 One of the main strength of this hotel is
it has strong employees retention as
well as skilled workforce.
 It has approximate 540 hotels in 78
countries.
 This is high brand recognition and
popular.
 It also has potential loyal customers
(SWOT Analysis of Hilton Hotel,
2018).
Weaknesses
 Malware and breaches is one of its
weakness.
 It has limited market shares.
 Different governmental policies of
different countries in which it operates
affecting in a negative manner.
Opportunities
 It has high potential in emerging
markets.
 Strong financial stability provides its
opportunity of digitalization.
 Business expansion.
Threats
 Intense competition in hospitality
sector is the main threat.
 Stagnated growth.
 Legal issues are creating several
problems.
External environmental analysis
Political factors
Terrorism is one of the main factor of
political which has somehow decreased sales
of hospitality sector People have fear of
coming in London, UK. It is decreasing sales
of the company. On the other hand, it is also
Economic factors
There are several economic factors which are
affecting its performance in critic manner. For
example: At the time of Olympic and other
global activities, most of the hotels including
Hilton remained occupied. It increases its sales.
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stated that Hilton is engaging itself
worldwide in lobbying in order to become
able to influence some political factors and
making it in favour.
On the other hand, at the time of financial
crisis it profits went down. So, it can be said
that economic condition of the country plays
an important role.
Social factors
It is stated that people of the UK and other
countries spend or invest more in this sector.
It can provide it several benefits as
increasing sales. Some changes in
demographic and family patterns can affect it
in a critic manner. But by making an
effective e use of social media it is taking
opportunity of social factors.
Technological factors
All hotels and organizations of this industry are
making use of technology to the great extent. It
is increasing competition and it can decrease
profit margin of Hilton hotel. Whereas, string
financial stability makes it able investing in
technology and taking advantages of
competition.
Competitor analysis
Five forces Intensity Impact
Bargaining
power of customers
High Customers in this industry are known as end users
and the most important element. An organization
with having a weak customers base in this
industry cannot grow so, it is important for them
to satisfy customers. For satisfying new entrants
and other organizations use effective pricing
strategy. So, it has high inetense.
Bargaining power of
suppliers
Low In this context, it is stated that there are several
suppliers and Hilton purchase raw materials from
approximate 400 suppliers by which suppliers can
not switch shop. Due to variety and number of
suppliers this force has low intensity.
Threats of new
entrants
Moderate There are several barriers to entry in this industry.
One of the main reason which is making this
force moderate is heavy investment. Other main
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factor is to compete against Hilton, Marriot is
making this force moderate intense (Coester,
2019).
Threats of
substitutes
High In this context, it is stated that there are several
houses which are allowing customers to stay and
provide all facilities as like home or hotel. So,
there is a moderate force but Hilton hotel provides
excellent services.
Rivalry High or fierce There are several hotels in this industry who are
popular and providing sae features of products
and services to customers. All these competitors
such as: Marriott, Radisson are increasing
competition.
STP
Segmentation, targeting ad positioning is other main strategy which can help Hilton in
developing its plan and identifying the main group of people whom it wants to attract and can
increase its sell. There are several types of segmentation such as demographic, geographic and
psychographic. Hilton mainly focuses on demographic segmentation. As per this it targets
middle and senior aged professionals with having high level of income. Who pursues luxury
lifestyle. It also makes an effective use of other segments.
Marketing mix: It is also known as one of the best strategy by which Hilton can improve its all
elements of marketing mix by comparing it with its competitors.
Products: Hilton hotel provides variety of products and services to its customers such as: room
facilities, food products and Garden services, executive services and other services.
Price: It uses different pricing strategies as per the market situation and country in which it
operates. It also varies with value added services such as: parking facilities, food facilities, Wi-Fi
facilities and others. It mainly focuses on premium pricing policy.
Place: It is a hotel chain and its hotels are situated at different locations from where it provides
services to customers. It provides online booking facilities as well.
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Promotion: It uses an effective promotional strategy which helps it out in taking competitive
advantages. It has collaborated with payment banks and different restaurants for providing
variety of food products to customers (Ngarava and Mushunje, 2019).
Monitoring and evaluation
After making the plan, it is also important to monitor it in order to take effective
controlling measurement and knowing viability. Hilton hotel will mainly focus on digital
marketing campaign rather focusing on traditional method. By making an effective use of this
strategy it can measure effectiveness of its plan and can take actions accordingly.
P6 How Omni channel marketing is used to meet business objectives for Hilton
Omni channel is a type of marketing in which Hilton hotel offers the best customers. It is
one of the best and effective model by which companies can increase their sales and customers
experience. As per this strategy, Customers are allowed to buy products and services online by
making an effective use of internet.
Opportunities of Omni-channel marketing
There are several benefits of using Omni-channel marketing which can be used by Hilton
hotel such as:
 Omni channel marketing can help this hotel in increasing customers’ loyalty. It can also
grab attention of target market. So, it can be said that it is one of the best model which can
improve relationship and engage customers with the hotel (Payne, Peltier and Barger,
V.A., 2017).
 It can also support this hotel in increasing revenue as several customers invest in online
channels. So, as per their preference and needs, it can be useful for this company.
LO 4
P7 Measurement techniques and performance metrics for digital marketing plan
In order to analyse impacts of digital marketing plan on the performance of the company and
making it better, it is important for this hotel to make an effective use o measurement tools and
techniques such as:
Key performance indicators: it is known as one of the best and effective measurement tool
which can help Hilton in measuring effectiveness performance of digital marketing. With the
help of this tool, it can also analyse effectiveness of different channels in order to select the best
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one. By knowing that how customers use different channels and as per the product, which
channel will be useful, it can analyse its performance (Turner and et.al., 2019).
Measurable metrics: It is other important tool which can also support to Hilton in
identifying effectiveness of performance. This tool can also allow this hotel in describing
employees’ revenue and whether they are performing in an efficient manner or not. By making
an effective use of this model it can also measure cost, customers’ satisfaction level and budget
variances as well.
P8 Set of actions and ways to improve performance in digital marketing
There are mainly 3 steps of improving performance in digital marketing such as:
Identification as well as selecting the best and appropriate measurement tool for measuring
performance of digital marketing than acquainted with digital marketing measurement formula
and lastly making an effective use of knowledge of digital marketing measurement tool.
Rather, following all above discussed steps, Hilton can use below discussed tools such as:
Feedback: Taking feedback from employees and customers is one of the best way of knowing
the actual position of the hotel and effectiveness of digital marketing performance. As per the
given feedbacks by customers bad and good, company can make changes in its strategies and
model accordingly.
Joining Digital marketing group: There are several digital marketing group and by taking
active participation in such kinds of group, Hilton can know effectiveness of its performance. It
can be an active participation in LinkedIn, Face book and other groups and share all informations
related to products and services to customers (Mat, Trujillo and Mylopoulos, 2017).
CONCLUSION
From the above assignment, it can be concluded that marketing function played a vital
role. It helped companies in making their business successful as well as accomplishing pre-
determined goal, vision and mission. It has also shown importance of using measurement and
analysis tool in order to know effectiveness and viability of its plan. Lastly, this study has
discussed about importance of Omni-channel marketing and some ways by which company can
improve their performance in market.
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REFERENCES
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Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Coester, C., 2019. Competitive analysis of k-server variants and metrical task systems (Doctoral
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Kotler, P. and et.al., 2017. Marketing for hospitality and tourism.
Mat, A., Trujillo, J. and Mylopoulos, J., 2017. Specification and derivation of key performance
indicators for business analytics. Data & Knowledge Engineering. 108(C). pp.30-49.
Ngarava, S. and Mushunje, A., 2019. Marketing mix strategy determinants in pork-based agri-
businesses: Experiences from Zimbabwe. Acta Commercii. 19(2). pp.1-9.
Payne, E.M., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement. Journal of Research in
Interactive Marketing.
Ryan, D. and et.al., 2018. Challenges in the implementation of the EAACI AIT guidelines: a
situational analysis of current provision of allergen immunotherapy. Allergy. 73(4).
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Turner, J. and et.al., 2019. Identifying potential measures to assess ambulance service
performance and quality of care. In Developing new ways of measuring the quality and
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NIHR Journals Library.
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Mission and Vision of Hilton Worldwide. 2017. Available through: <
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