Digital Marketing Strategy for The Bayswater Sydney Hotel: Analysis

This report provides a detailed analysis of the digital marketing strategy for The Bayswater Sydney, a boutique hotel in King Cross, Sydney. The report identifies the hotel's challenges, including competition and a weak digital presence, and defines its target customer as business professionals and travelers seeking value. It then explores potential Facebook, Instagram, and Twitter marketing strategies, emphasizing user acquisition, brand awareness, and content creation. The Facebook strategy focuses on targeted campaigns and page content using the 4Ps of marketing. Instagram is recommended for its visual appeal, utilizing hashtags and video content, while Twitter is suggested for concise communication and engagement. The report concludes that an integrated digital marketing approach across these platforms is crucial for The Bayswater Sydney's success, along with increased marketing spending and employee advocacy.

DIGITAL MARKETING STRATEGY: THE BAY WATER SYDNEY
Journal article review
Student’s name
Name of the Institute

DIGITAL MARKETING STRATEGY: THE BAY WATER SYDNEY
Table of Contents
Introduction........................................................................................................................................... 3
Target customer definition............................................................................................................... 3
Facebook marketing strategy.......................................................................................................... 4
Instagram marketing strategy......................................................................................................... 6
Twitter Marketing Strategy.............................................................................................................. 8
Conclusion.............................................................................................................................................. 8
References............................................................................................................................................ 10

DIGITAL MARKETING STRATEGY: THE BAY WATER SYDNEY
Introduction
This report discusses the digital marketing strategy of ‘The Bayswater Sydney’. The hotel
Bayswater Sydney is a boutique hotel located in King Cross. The location of the Hotel is good as
it is situated just 100 meters from the King Cross Railway Station. The problem for the hotel is
the competition as there are a large number of hotels in the region. The company needs a strong
focus on its marketing strategy that to create a unique position in the market (Stephen, 2016).
However, till date, the brand has not been able to make an impact with its marketing activities.
The company has a weak digital marketing strategy with limited budgets. The organization has
limited budgets in the modern digital marketing platforms like Facebook, Google and mobile
advertisement. The company does promote itself on FB platform. However, the positioning is
weak and as a result the organization is not able to generate the desired pull from the market. The
engagement rates of digital marketing are at all-time low (Critchlow & Moodie, 2016). The
company is not able to position its core competency or unique selling proposition through its
digital marketing strategies and this is one of the roadblock for The Bayswater Sydney in the
digital marketing area.
Target customer definition
The hotel, ‘The Bayswater Sydney’ is a boutique hotel that primarily caters to business
professionals and travellers. The organization is not behind the family travellers. The primary
target audience for the organization are the people who are willing to spend close to 130 AUD
per night and do not expect the luxury treatment. The hotel does provide basic services and
amenities. However, it is not a luxury hotel. In terms of income level segment, the company

DIGITAL MARKETING STRATEGY: THE BAY WATER SYDNEY
targets the mid-size income group (Tiago & Veríssimo, 2014). The need or the wants of this
customer segment is limited. However, this customer segment expects a good return on their
investment. Therefore, ‘value for money’, matters for this customer set. The organization is not
able to meet customer needs as it is not able to establish the connect with consumers. The
customers in this target audience has a large number of options and the option of plenty is a
difficult issue for brands like ‘The Bayswater Sydney’ who does not have any competency in
terms of products. The value proposition from the hotel looks similar to the value proposition
from any other hotel in the region. In terms of digital marketing, the issue for the organization is
to reach its target audience with minimal ad spillage. The company has limited digital marketing
budget and with that budget the organization cannot reach out to the entire set of its prospects.
Moreover, the frequency of ad serving is not that great and as a result the brand is not able to
establish a mark to customer's’ mind with digital advertisements (Royle & Laing, 2014).
Facebook marketing strategy
The good thing for organization is that its target audience have a strong presence on
social media platforms like FB. The key tenets of The Bayswater Sydney on FB marketing
would be user acquisition and brand awareness and establish top of the mind brand connect. The
FB marketing strategy would be established through FB marketing campaign (Jarvinen &
Karjaluoto, 2015). The good thing with FB campaign is that it can be started with budgets as low
as AUD 100. The marketing campaign would be based on STP (Segmentation, Targeting,
Positioning) approach. With the marketing campaign a ad unit would be developed and this ad
would be shown to the prospects over the FB. The example of this ad unit can be shown as:

DIGITAL MARKETING STRATEGY: THE BAY WATER SYDNEY
Another key tenet of FB marketing strategy would be marketing through FB page. With this
approach, the idea is to create fan following on FB page. The 4P’s of marketing strategy would
be used to put the content on FB page. Among all the 4 P’s, the organization must focus heavily
on promotional offers. The snapshot of the FB page of the company can be shown as:

DIGITAL MARKETING STRATEGY: THE BAY WATER SYDNEY
Instagram marketing strategy
Instagram is a powerful tool to be used in digital marketing strategy. For the hotel, the
main benefit of Instagram is that it helps to create a connect with photos and videos. In a way, it
looks more appealing. It is recommended that the company should use # tag marketing approach
on Instagram. The company can launch several # to create a buzz in the market. There could be
hash tags like #BestIsBayswater. It is important that the company should keep a track on the
number of users using the hash tags. It would be correct to say that Instagram is the latest social
platform that would enable the organizations to get the support from the people in the market.
The integration of Facebook and Instagram further adds value to the use of Integram. People can
not post Instagram feeds to FB. It is also important to mention that photographs and video
creates a better buzz than texts and words (Stone & Woodcock, 2014). Therefore, it is important
that organizations should have a strategy to create video content and post the content on

DIGITAL MARKETING STRATEGY: THE BAY WATER SYDNEY
Instagram. It is also important to mention that organizations should create the mobile video
content and the desktop video content should not be used to fit in the mobile screen. Recently,
marketers and advertisers has started to talk about viewability in mobile and considering the fact
that mobile penetration and the use of mobile phones for social media has increased
exponentially in Australia, it would make sense to create the content specific for mobile screen
(Leeflang & Verhoef, 2014). The Instagram page of the company with hashtags can be shown as:

DIGITAL MARKETING STRATEGY: THE BAY WATER SYDNEY
Twitter Marketing Strategy
Other than FB and Instagram, it is recommended that the company should also invest on Twitter.
The benefit with Twitter is that it is short and crisp. With Twitter, hotel can reach out to its target
audience in less than 140 characters. It would be correct to say that Twitter provides a powerful
tool to marketers to connect to audience. The digital marketing on Twitter could be effective
when the frequency of Twitter posts is high (Zerr & Albert, 2017). It is important that the
organization should have strong followers who may want to repost the Tweet from the hotel. It is
recommended that the organization should create a culture where the employees are reposting
the updates of the hotel on Twitter. This strategy would ensure that the organization is able to
make maximum benefits of Twitter platform. The snapshot of the Twitter handle of the company
can be shown as:
Conclusion
The key problem with the hotel is that the management of The Bayswater Sydney still
believes in traditional style of marketing. With the above discussion, it can be said that the digital

DIGITAL MARKETING STRATEGY: THE BAY WATER SYDNEY
marketing strategy is the way forward for Hotel. The above paper discusses various benefits of
social media platforms for The Bayswater Sydney. The three key digital marketing platforms for
Hotel should be Facebook, Instagram and Twitter. It would be great of the employees of the
organization can act as the advocates of the brand. It means that the employees of the
organization should promote the branding of the hotel on social media platforms. In the end, it
can be said that an integrated effort from all the stakeholders would ensure that the hotel is able
to achieve its marketing objectives. At the same time, it is also recommended that the hotel
should also increase its digital marketing spends.

DIGITAL MARKETING STRATEGY: THE BAY WATER SYDNEY
References
Critchlow, N., Moodie, C., Bauld, L., Bonner, A. and Hastings, G., 2016. Awareness of, and
participation with, digital alcohol marketing, and the association with frequency of high episodic
drinking among young adults. Drugs: Education, Prevention and Policy, 23(4), pp.328-336.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for
marketing in a digital era. European management journal, 32(1), pp.1-12.
Jarvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information Management,
34(2), 65-73.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10, pp.17-21.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that
depends on better use of business intelligence. Journal of Research in Interactive Marketing,
8(1), pp.4-17.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.

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Zerr, K., Albert, R. and Forster, A., 2017, July. Context Sensitive Digital Marketing-A
Conceptual Framework Based on the Service Dominant Logic Approach. In International
Conference on HCI in Business, Government, and Organizations (pp. 298-312). Springer, Cham.

DIGITAL MARKETING STRATEGY: THE BAY WATER SYDNEY