Digital Marketing Strategies: Manor House London vs Millennium Hotel

This report provides an overview of digital marketing strategies, focusing on their application in the hospitality industry, specifically comparing Manor House London and Millennium Hotel London Mayfair. It begins by introducing the concept of digital marketing and its importance for organizations seeking competitive advantage. The report then examines the digital marketing strategies employed by Manor House London, including website development, email marketing, branding, content marketing, and social media promotions. It highlights the shortcomings of Manor House London's approach, such as a less interactive website and ineffective email marketing. In contrast, the report analyzes the more successful digital marketing strategies of Millennium Hotel London Mayfair, emphasizing its attractive website, online booking facilities, search engine optimization, app development, and engaging social media presence. The report concludes with recommendations for Manor House London to improve its digital marketing efforts, such as focusing on attractive advertisements and optimizing its domain for search engines. The report underscores the importance of effective implementation of digital marketing strategies for achieving desired business outcomes.

Digital Marketing
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Contents
Introduction.................................................................................................................................................3
Digital marketing strategies.........................................................................................................................4
Manor house London...............................................................................................................................4
Successful Competitor.................................................................................................................................5
Millennium Hotel London Mayfair.........................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7
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Introduction
The digital marketing strategy is the modern trend practiced in the marketing practices of the
organizations. The digital marketing is the marketing process through which the brand awareness
and the promotion of the product and services are performed through the internet. The
organizations can achieve competitive advantage and profitability through adopting this digital
marketing strategy (Levin, 2017.).
Manor House London is operating in the hospitality industry which provides services in the form
of accommodation, restaurants, rental cars etc. This organization offer affordable and
standardized food and accommodating facilities to the customers along with free Wi Fi facilities,
standardized furniture, high quality customer service, enough staff members to assist the
customers, gyms and spas, swimming pools etc.
The target audience of this Hotel is the business class people, families and tourists who expect
economic and standardized accommodation for their trip. They segment their target audience
based on the demographic conditions like income (salaried, middle class) , profession(business,
organizations), age group(25 to 40) etc so that they can focus them for their promotional
activities.
Source: essentials of strong digital marketing, Digitalmarketinggraphic.com
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Digital marketing strategies
Manor house London
The hospitality industry being the most competitive industry, the Manor house of London has
also adopted some digital marketing strategies. Some of them are discussed here
 It has developed an attractive website.
 The marketing team focuses on the email marketing
 It focuses on the branding of its products and services (Taylor, 2016).
 It has also entered into content marketing.
 Social media promotions and advertising.
Even though this hospitality organization has adopted these digital marketing strategies it could
yield much benefit out of this when comparing to their competitive organizations. An attractively
designed website can certainly develop positive perceptions in the mind of the viewers about its
standardization. But the website of MHL is less interactive. There is no customer service chat
option in it which can reduce its effectiveness. The customers have to make calls and to be on
queue so as to get response. Their email marketing options is less productive when compared to
the other techniques of digital marketing. The emails may remain unnoticed by the audience
which makes their attempt unsuccessful (Manor house London, 2017)
Another reason for their unsuccessful digital marketing is their website or domain name lacks the
search engine optimization. When the customers search about hotels in London they are almost
visible which makes its marketing effort ineffective. Even though this organization makes effort
in promoting ads through social media they failed to develop attractive animated videos and
advertisement which can grab the attention of the viewers. Even though they focus on branding
their services only if the viewers prefer to view it then only it can persuade the audience. From
this it is evident that the digital marketing can only yield benefit if it is implemented effectively.
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Successful Competitor
Millennium Hotel London Mayfair
When the digital marketing strategies of the organization millennium are taken into consideration
it is more effective than the Manor and could achieve good reputation, profitability, customer
attraction etc (Millennium hotels, 2017).
 The organization has an attractive and interactive website through which the visitors can
go through various information, images of the rooms and facilities, new launch,
discounts, can live chat etc. They provide online booking facilities through their website,
payment options etc.
 They have facilitated the key word optimization for the web search through which the
customers are directed to the website link which enhances the efficiency.
 They have developed their own app through which the customers can download it in their
smart phones and can avail the discounts while bookings which has boosted its efficiency
in digital marketing (Ryan, 2016).
 In their social media marketing practice also they promote its services through attractive
advertisements which grab the mind of the people. This has resulted in generating good
awareness among the people.
 They also focus on email marketing which includes the content which is relevant and
concise. They also provide links to their video production and websites so that the
interested people can go through it. This effort can also be considered to be effective
digital marketing strategy rather than simply putting mails.
 They also conducts online surveys for the people who visits the portal enables them to
generate a space in the mind of the customers, gather good reputation and also make
curiosity in the mind of the customers.
Even though two organizations have adopted the digital marketing strategies for their business
enhancement the organization millennium could implement it effectively. For organization
manor it can be recommended that it should focus more on developing attractive ads, and
segment the audience appropriately while performing social media marketing. It is also
important for them to make their domain search engine optimization.
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Conclusion
The concept of digital marketing has been explained clearly through this report. The digital
marketing strategies adopted by Manor and millennium has discussed and evaluated for its
effectiveness. Relevant recommendations are also provided.
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References
Levin, R.P., 2017. Commentary: Online Reviews and Other Digital Marketing Strategies.
Journal of periodontology, 88(2), pp.135-136.
Manor house London, 2017, retrieved on 14th Aug 2017,
https://www.booking.com/hotel/gb/manor-house-leytonstone.en-gb.html
Millennium hotels, 2017, retrieved on 14th Aug 2017,
https://www.millenniumhotels.com/en/london/millennium-hotel-london-mayfair
Ryan, D., 2016, Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Taylor, B., 2016. Social Media and Digital Marketing: Identifying and bridging the gap.
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