Digital Marketing Plan and Omni Channel Marketing for Hilton

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
1