Digital Marketing Strategy: Implementation for Booking.com's Growth

This report presents a detailed analysis of a digital marketing strategy designed for Booking.com. It begins with an introduction to digital marketing plans, emphasizing their importance in aligning with business objectives. The report outlines the digital marketing process, highlighting key steps like research, creation, promotion, analysis, and control. An overview of Booking.com, a leading online booking platform, is provided, discussing its business model and competitive landscape. The report then delves into a market audit, including SWOT and PESTEL analyses to assess Booking.com's strengths, weaknesses, opportunities, threats, political, economic, social, technological, legal, and environmental factors. A digital business and marketing plan are discussed, along with the organization's objectives, target audience, and SMART goals. The report concludes with an explanation of implementation and control within digital marketing, emphasizing the use of social media platforms and tools to effectively reach and engage customers. The report provides an effective framework for implementing and controlling digital marketing strategies.

Digital Marketing
Strategy

INTRODUCTION...........................................................................................................................................3
Digital marketing process........................................................................................................................3
Overview of the organisation..................................................................................................................3
CONCLUSION...............................................................................................................................................9
REFERENCES..............................................................................................................................................11

INTRODUCTION
A digital marketing plan is a process used by the organizations for all the anticipating the
advanced showcasing efforts and activities. It includes different factors like Short, medium and
long term business objectives. The methods use by the organisation to achieve the objectives at
the digital level. The channels to utilize the activity and marketing plans, the operations and
financial plan. It is connected to the plans of different divisions in the organisation. The
customers will be attracted when the organizations use different methods to give good products.
They will the organisation in increasing the performance (Saputra and et.al., 2020).
Digital marketing process
The digital marketing process that will help in promoting efforts pass on the customers is
reducing the expenses for the customers. It will help Booking.com in attracting customers and
can be made in to a promotions for all other OTAs charge around 15% of the exchange. The
organizations will increase the performance and they will increase the efforts features
Booking.com's in different methods of predominant revelation. It is progressively hard to
increase the performance in all value storehouses with different organizations (Finotto and
Mauracher, 2020). The organizations will intend to support the hope to-book metric of
Booking.com by different social informing that increasing trust and triggers customers partiality
towards the brand. A increase of recordings and rich media messages to support Customer of the
organization. The Digital marketing process includes the steps like research, create, promote,
analyse and control different activities in the organization. The research includes the customers
buying behavior, age and the factors that are important, the create will help the organization in
planning according to the customers, they will help in the promotion of the products of the
organization and analyze and control will help the organization in analsye the performance of the
organization.
Overview of the organisation
Booking.com is the organization which is a booking model and they are selling rooms at
a markup booking of the customers and a commission on the rooms booked through its products.
It is the most important factor for the organisation because they are reducing the expenses for the
customers and the organizations (Cowley, Humphrey and Muñoz, 2020). As the movement space

has crazy degrees of rivalry, the arrangement is to help booking.com obtain more customers
which thus will draw in more organizations to join on the stage which thus pulls in negligible
customers. The greatest test for Booking.com which causes the need for development is that the
greater part of the explorers who book organizations actually depend upon 3-4 distinct sites and
selecting the places and a large portion of them actually complete are included in Booking.com
that will help the organizations in increasing the performance (Dumitriu and Popescu, 2020). It
will help the organizations in reducing the in cost and substance exactness. Social media can be
define as the use of social media platforms for connecting with customers or audience in order to
build a brand or increase sales or profitability. It will have direct impact on overall performance
and sales of business.
Step 1: Market Audit
A market audit is the process of assessment and investigation of the performance of the
organisation and objectives and targets. They will help the organisation in executing a review,
investigate the manner in which the organisation will be advertising and the methods are
analyzed and how they are performing comparative with the objectives of the marketing plan. An
advertising review is an incredible method to analyze the performance of the organisation
(Dastane, 2020).
SWOT analysis
Strengths- The most important factors for Booking.com is that they have various qualities
that empower it to flourish in the commercial center. Booking.com is fruitful at execution of new
activities and created great profits for capital use by building new income streams (Sarsby,
2016).
Weaknesses- The organization is increasing the cost and they have the plan of action in
this manner restricting extension in neighboring item fragments. The customers should get good
quality products and the range sold by the organization (Teoli and An, 2019).
Opportunities- The customers of the organization is increasing the conduct and can open
up new market for the Booking.com. It gives an extraordinary chance to the organisation to

fabricate new income streams and enhance into new item classes as well (Phadermrod, Crowder,
and Wills, 2019).
Threats- Deficiency of talented labor force in certain worldwide market speaks to a
danger to consistent development of benefits for Booking.com in those business sectors.
Developing qualities of neighborhood in certain business sectors as the opposition is paying
higher edges to the nearby merchants (Namugenyi, Nimmagadda and Reiners, 2019).
Exceptional rivalry Stable benefit has expanded the quantity of major parts in the business over
most recent two years which has squeezed productivity as well as on generally deals.
PESTEL analysis
Political factors- The organizations should have been fortified further so business. For
example, Booking.com can flourish in an open, straightforward and stable world of politics. The
Brexit has created the political economy that cultivated more prominent straight forwardness and
increased the degree of politics in the country (Perera, 2017 ).
Economical factors- The Monetary factors a country and district directly affects the
organizations of a given market (Helmold, 2019). The monetary elements that Booking.com can
increase should assess both in the current market and one in which the organisation needs to
enter are inflation rate, GDP development rate, extra cash level and so forth. The Brexit effect
has impacted the economical factors of Booking.com.
Social factors- The Brexit has made organization focus on different societies in various
piece of the world have to increase the performance and good products to customers. The
organization in Asia is focusing on the society (Policy, 2018). Booking.com should be the
organisation to painstakingly break down the disposition towards power prior to dispatching an
advertising effort for the products and services.
Technological factors- The organization has an impact from Brexit and Research and
Development has a high level of investment in technology development sector then there are
high chances of building a self sustaining ecosystem that drives innovation. Booking.com can
leverage such a situation to hire the best people in business (PANDEY, 2017).

Legal factors- The organization should have to focus on the different legal factors that
will help them to increase the performance and the work laws in the country and are they
predictable with the plan of action of Booking.com, for example, Booking.com is predictable
with French laws and it is confronting difficulties in the country (Wall, 2014).
Environmental factors- The organisation is focusing on the environmental factors and the
arrangement of waste in the imminent market and how Booking.com can hold fast to the waste
administration necessities in that market (Sunardi and et.al., 2020).
Step 2: Digital business with marketing plan
Booking.com is the organization that is having different customers that will help them to
increase the performance (Gani and Faroque, 2020). It is helping the organization by more
carefully focused arrangements that help with reducing issues for customers and property listers
before they brought about a call. The organization utilized many measurements to quantify
execution, including one that figured out what sorts of show highlights brought about a finished
booking. For example, Booking.com discovered that if an inn said it had a pool however didn't
show pictures of said pool, it didn't get the same number of reservations as a comparable that
posted photos of the pool region. Little bits of knowledge like these demonstrated massively
supportive to the two sides of the customers experience. Booking.com realized it expected to stay
alluring and important both to clients and convenience suppliers the same. The most ideal
approach to drive the business is to keep on giving more determination to the customers. That is
more corresponded with progress and exchange volume than all else. The organization should
focus on increasing the performance (Giunta, 2020).
Step 3: Objectives of the organisation
 Target Audience will be focused in online promotions and video adverts for customers
who are seeing surveys and who are effectively heading out and are probably going to
travel-
 The people who buy tickets to travel and searching for the travels on Insta and Fb and
sites and different content on youtube. Booking.com help its net income by reducing the

cost of the customers and obtaining costs by analyzing the factors that are important for
the organization (Božić-Kudrić, N., 2020).
 It will help in increasing customer trust and liking towards the brand by rich media
promotions on the best social stages.
The SMART objective of Booking.com is to increase the quality of the services by 15%
in 7 months.
Step 4: What is implementation and control in DM marketing term?
Implementation can be describe as the action execution of the digital marketing strategy in
order to successfully and effectively attaining desired objective. It has been determined that there
are different ways and approaches that could be consider by respective company in order to
implement and control digital marketing practices as well as attaining desired objectives
(Dwivedi and et.al., 2020). Implementation of marketing strategy can be describe as the cycle
that transforms promoting plans right into it tasks and guarantees that such tasks are executed to
achieve the arrangement's expressed destinations. No advertising system will succeed in the
event that it isn't executed appropriately. Execution, implementation, evaluation and control
resemble the three legs of a stool; eliminate one, and the stool wobbles and collides with the
ground. In the event that you eliminate one of these things from an advertising plan, it self-
destructs, and the arrangement won't succeed. Every one of the three are important for the
fruitful consummation of advertising exercises that assist organizations with accomplishing their
essential objectives. It is significant for Booking.com company to successfully implement
marketing strategies in correct or accurate manner so that organisation is able to attract more and
more customers towards business as well as help in increasing sales (Saputra, and et.al., 2020).
Implementation of marketing strategy will lead to have direct impact on overall performance of
business and it will have direct influence over capability of business. Booking.com company is
planning to implement digital marketing strategy with the assistance of social media platforms.
There are different social media networking sites which will help in providing information to
customers regarding products and services of company through this respective company will be
able to attract and influence large number of customers towards business and help in increasing
sales (Deiss and Henneberry, 2020). Booking.com company is segmenting customers on the

basis of their needs and wants of travelling. Targeted customers of respective company are those
who are active on social media sites as well as interested in travel and tourism in order to
promote its products and services (Mogaji, Soetan, and Kieu, 2020). It is positioning its products
and services at high quality goods that will help in meeting customers’ needs and wants. This
will assist in enhancing customer relationship along with this improving customer base of
business. It is essential for Booking.com company to control marketing practices through correct
and accurate tools and technology. In order to successfully implement social media strategy for
enhancing Booking.com practices as well as attracting more customers. It is important to select
correct and accurate social media tools. For Booking.com organization is considering different
social media platforms for implementing DM marketing practices such as Facebook, Twitter,
Instagram and many other. All of these are effective marketing strategies for respective company
as this will assist in providing information to potential customers in more creative and innovative
manner. Advertisement and promotion of Booking.com company products and services of
travelling will lead to save cost of business as well as reaching large number of customers is less
time and cost. Respective organization needs to choose the market segment that is available on
social media sites so that they can gather correct or accurate information about the offerings of
Booking.com company.
Step 5: Budgeting
The greater accessibility of the offer the almost certain the organizations by customers
looking for explicit dates. The more grounded the quality in these outcomes the organization will
be able to increase the performance of the online customers into paying visitors. At the point
when you do require us once more, you may get less guests than a contender who has stayed
accessible and improved their change. Offering various types of rates causes you pull in a more
extensive crowd since you'll be living up to their particular desires. The organization will have to
analsye the fixed costs that will be incurred to make the marketing plan and they will have to
reduce the variable cost that will help the organization in increasing the performance.
Step 6: Measure the digital marketing campaign/ plan devised?
This can be consider as the last stage for digital marketing campaign and it will assist in
providing correct and accurate information regarding digital marketing practices. It is significant

for Booking.com company to correct or accurate measure digital marketing campaign or plan in
order to attain desired goals and objective. This will be dissected by utilization of Key
Performance Indicator. This is quantifiable worth that fundamentally exhibit how an association
is accomplishing business destinations. Organization utilize the key presentation marker at many
level to look at progress at the educating targets. Along these lines, utilizing key execution
pointer, Booking.com organization can zero in on by and large execution level of business. This
is useful in deciding the achievement of bringing the new idea and dispatch of the products and
services at market place (Puthussery, 2020). A Key Performance Indicator is a quantifiable worth
that shows how adequately an organization is accomplishing key business goals. Associations
use KPIs at numerous levels to assess their prosperity at arriving at targets. Elevated level KPIs
may zero in on the general execution of the business, while low-level KPIs may zero in on cycles
in divisions of business. Through Key performance indicator respective company will be able to
accurately determine the progress of business as well as determine if organisation is able to meet
with set target or not (Busca and Bertrandias, 2020). Survey is one of the effective digital
marketing campaign for digital marketing plan as through this technique Booking.com company
will be able to get correct information from customers regarding their views about products and
services. survey will assist respective company in gaining accurate data about customer views as
well as can make respective changes accordingly. Feedback is effective for measuring
performance of digital marketing campaign and Booking.com company can make required
changes in business in which will assist in enhancing marketing practices to attain desired goals
(Melović and et.al., 2020). Through feedback for potential customers Booking.com company
will be able to determine business strength and weakness. This will assist in gathering accurate
information about different aspects of business as well as development requirements. It is
essential for respective company to conduct different public engagement practices that will help
in developing better or effective relationship with customers. So for this marketing campaign
Key performance indicator, public engagement and survey will help in determining overall
performance of the marketing practices as well as assist in attaining desired goals.
CONCLUSION
From the above report it has been determined that digital marketing is very crucial part of
organisation that will help in meeting with desired goals and objective of business. It has been

analysed that there are number of aspects and elements that are needed for digital marketing
campaign. It is crucial for organisation to analyse and evaluate situation under which company is
performing business practices. Organisation needs to develop significant digital marketing
strategy as well as formulate objective according to which different marketing practices will be
performed. Design implementation and budgeting will help in correctly conducting digital
marketing practices.The current advanced promoting is a gigantic arrangement of channels to
which advertisers basically should locally available their brands, publicizing on the web is
considerably more intricate than the channels and helps in achieving the genuine capability of
advanced advertising, advertisers need to delve profound into the present tremendous and
complicated cross-channel world to find procedures that have an effect through commitment
promoting. By connecting with clients in a computerized scene, you construct brand
mindfulness, set yourself as an industry suspected pioneer, and spot your business at the cutting
edge when the client is prepared to purchase.

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