Practical Digital Marketing Report: Strategies and Models

This report provides a comprehensive overview of digital marketing, examining its core concepts and strategies. It begins with an introduction to digital marketing and its importance, followed by a detailed exploration of the marketing mix, including the 7 Ps and how they integrate with the communication mix. The report then delves into the practical application of digital and social media marketing, emphasizing their significance for business growth and customer engagement. A key component of the report is a case study on the Hilton hotel group, showcasing their successful use of Twitter and Facebook marketing to enhance brand presence and customer interaction. Various digital marketing models, such as Forrester's 5Is, Lauterborn's 4Cs, and RACE planning, are also discussed to provide a broader understanding of strategic approaches. The report concludes by highlighting the effectiveness of digital marketing tools in contemporary business environments, emphasizing their role in cost reduction, global reach, and customer behavior analysis.

PRACTICAL DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART 1 ...........................................................................................................................................3
PART 2............................................................................................................................................5
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing is a modern marketing done through online platforms through
internet with the help of social media which include Facebook, Instagram, YouTube etc.
this report is based on the marketing which include marketing mix and communication
marketing mix fits in (Chaffey, Smith, 2017). This also shows the digital marketing and
social media marketing and the importance of using these tools for a company to reach
the people and increase the engagement traffic on the website. Therefore, also shows
the examples of Hilton group which used the digital and social media marketing which
works for them and the models and standards which they refereed to use buy the
company.
MAIN BODY
PART 1
Marketing is a promotional activity by the company for selling and purchasing of
goods and services. Marketing include communication, selling, advertisement, and
deliver of product to the customer or any business. It analysis the market and consumer
behaviour and the commercial management of the company to attract and acquire of
the product and service.
Marketing mix is a set of action or tactics of companies which is used to promote its
brand and product in the market. Marketing mix include the 7 P's
Product: The product is the first element of marketing mix. A product is an item or
can be a service that gives the satisfaction to the customers by using it. The right
product for the demanded market is very important for an effective product. The
consumer is motivated and satisfy by knowing the benefits of the product company is
offering (Chaffey, 2019).
Price: It is the amount which company is selling for the product and service or
customer is willing to pay the amount of the product and service. Company should
considerer the cost of good, marketing cost and expenses of the distribution. Company
should consider the price of the product in view with competitor product price in the
market (De Pelsmacker, Van Tilburg, Holthof, 2018).
Place: It refers the place where the product or service is distributed. However,
when it comes to marketing, placement is important for the company. It is important for

the company to distribute the product for the potential buyer and where they can find
their product. This required in-depth knowledge of market targeting by the company.
Promotion: The most essential element of marketing mix is promotion. Promotion
includes all type of communication to customer for the product and service offering by
the company. The promotion strategies used by the company can increase the
engagement of the customer and profits. These techniques can increase the sales by
attracting the customer through various methods of promotions.
People: It is very broad part of marketing mix. It indicates to people for which
company directly involved in the business and designed the product according to them.
It is to ensure that the communication to right people are very important for the
company. The ability to connect with right people in the business is the fundamental to
run the successful business in the market.
Process: It is the process for the company to deliver the product or services to
their customer. It means to asses the aspect like sales, payment procedure and
distribution procedure to goods and service to the customer. It is important for the
business to minimize the cost of all the process which maximize the profits and value to
the customer.
Physical evidence: It is the evidence that purchase or sale of goods and services
took place, and the proof of existing your brand in the market. For example: receipt of
the sell and purchase, tracking, packaging of goods, invoices, brochures etc. in the
company.
Communication mix and they fit in:
Customer: This is a centric marketing of the actual customer. This factor shows
the wants and need of the customer of the product offered by the company.
Cost: The main aim is to focus on the customer willing to pay for the product or
services offered by the company in the market. This elevates the price of how much
should be paid by the customer for the product or service.
Communication: This means to connecting with the people in meaningful way
that bring the loyalty and trust among the customer for the brand.

Convenience: Today's market customer have the power to choose and spend the
money. Customers don't have to go for the physical store and can order online from
their mobile phone or tablets.
Digital marketing is a modern marketing techniques which is done by using the
internet, social media, search engines, other online channels like YouTube. This is the
new and effective way of approaching the customer and know the behaviour of the
customer in new way. It is a better way to reach the large number of customer and the
main advantage of these techniques is to reach the large number of customer around
the world easily. They basically include the channels like content marketing, email
marketing, social media marketing, search engine optimization and mobile marketing.
Social media marketing is a marketing done on the social media platform to
connect with large number of audience to build the brand across the market. This help
the company to i8ncrtease the sales, and drive the website traffic of the company. This
is done through by publishing creative content on social media to engage with the
customers and to advertise the product. The major social media marketing are
Facebook, Instagram, YouTube, Twitter and Pinterest.
The importance of digital marketing and social media marketing is important for
today's business because it helps business to grow fast and engage with large number
of peoples. This help to know the behaviour of customer and trend in the market for the
product which is more demanded by the users. This also cut the cost of business as this
modern marketing reduces the time and efforts of the business. This brings attention to
the internet user and brand awareness of the business around the globe which help
company to reach worldwide. Social media marketing also helps in know the customer
requirement and demand fort the product they want in the market (Durmaz, Efendioglu,
2016)
PART 2
Hilton group of hotels have successful example of digital marketing that really
works which includes Twitter marketing and Facebook marketing are:

Explanation: The successful content of Hilton hotel from the Facebook marketing which
create the more engagement from the users. This graph shows the engagement of the
people on Facebook pages and increase the traffic from this social media. The fan
growth is 0.84% which create a lot of traffic to the site which depend on the nature and
promotion done by the team. The content posted by the team was great that increase
the fan gained on the page of hotel.
Illustration 1: Facebook marketing engagement of Hilton.
Illustration 2: Twitter engagement of Hilton.

Explanation: An average of Hilton twitter received about 1.5 thousand every day by
their customers or user. Most of this twitter are related by tourist companies,
advertisement, guest review, or by guest who are staying in the hotel. They all are share
pictures and tagging of Hilton location. Hilton have more engagement on twitter
compare to other online platforms (Kannan, 2017).
This report shows that the engagement of twitter handle is more than comparing
to another social media. Hilton have started their engagement on twitter and most of the
new announcements are done on their twitter handle only. This handle is social
customer support where they have been active and replied to their comments which
they are receiving shows below in image. Hilton has the positive side on their customer
who experienced their hospitality and this type of comments makes the brand more
genuine and humane. If the customer have some kind following chances of response
were noticed. Whereas Hilton have launched successfully another marketing campaign
titled Expert Better which create the great buzz for the Hilton brand. This campaign
was one of the successful champaign from the Hilton hotel which create great
engagement on the internet which create the brand goodwill and connectivity with the
people all around the world (More and et.al., 2019).
Illustration 3: Engagement on different social media

Digital Marketing Models are:
This models are little dated buts till relevant and include the following models:
 Forrester's 5ls: It is well-established reach company focusing on the
digital marketing and social media business application have developed
the models can be applicable to the digital marketing. They focus on 5I
specific which are involvement, interaction, intimacy and influence and
individual (Putriani, Rachbini, 2016).
 Lauterborn's 4Cs: it is the updated version of 4Ps which focuses on
customer which is useful for internal audit and comparison of competitor.
This includes the 4Cs which are consumer wand and need, cost to
satisfy, convince to buy and the communication to the customer.
 Ten C's of marketing: this marketing analysis the internal and external
marketing activities of the business.

 6C of customer Motivation: this module is created for the marketing
planning of the business and communication for online customer for
developing website or online community (Saberi, et.al, 2020).
 RACE planning: this help marketer to develop the digital marketing plan
which focuses on the sales growth to help the marketer. This is very
popular digital marketing model. This model involves:
1. Reach: Which include the brand building, product or services from various
social media and to create the website traffic.
2. Act: it is an interaction on website or on any other social media for
generating leads for the business which is a difficult challenge for the
marketer. It is to bring the customer on the website.
3. Convert: this is the activity of converting the leads into sale either
occurring online or offline. It involves the next step of converting the sale
and make the payment either through online or offline.
4. Engage: this is long termed relationship between the company and the
customer to create the loyal and trust among the customer and to make
the purchasing again. Honeycomb Model: This is based on group of Canadian professor, it to define the
social media effective usage of the company. Honeycomb model have the 7 key
building blocks that can be selected by the company which is more suitable for
them. Technology acceptance model: this model test the adoption of new technology
which is based on the positive attitude for the benefits of clients and for the user
experience (Saura, 2020).
 McKinsey's consumer decision journey: this shows the customer behaviour
between the consideration to purchase for any product or services through online
platforms.
CONCLUSION
This report concludes that the digital marketing is one of the most effective
marketing tools for today's business. Digital marketing not only save the time but also
saves the cost for the business to reach their presence widely. Digital marketing

increase the sales more through online instead of offline where engagement of the
people is more and the traffic on website results in conversion of lead into sales. This
report also shows how Hilton group of hotel uses the digital marketing and social media
to bring the traffic and create the successful champaign on the various social media.
Report shows the Hilton hotel have more engagement on the twitter and Facebook
compared to other social media (Venaik, Midgley, 2019). Therefore, digital marketing
models are also implemented in the report which shows the behaviour and
strategies should be followed by the company.

REFERENCES
Books and journals
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing
and integrating online marketing. Taylor & Francis.
Chaffey, D., 2019. Digital marketing. Pearson UK.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies,
online reviews and hotel performance. International Journal of Hospitality
Management. 72. pp.47-55.
Durmaz, Y. and Efendioglu, I.H., 2016. Travel from traditional marketing to digital
marketing. Global Journal of Management and Business Research.\
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing. 34(1). pp.22-45.
More, J., and et.al., 2019. Digital Marketing via SEO-Driven Affiliate Marketing
Website. Research and Applications of Web Development and Design. 2(1).
Putriani, L. and Rachbini, W., 2016. The Effect of the Market Mix (7P) and
Entrepreneurial Characteristic to the Selling Value Potential of Betawi Cultural
Arts.
Saberi, A., and et.al.,2020. Social marketing mix modelling in order to development
sports for all. International Journal of Business Innovation and Research. 23(1).
pp.1-17.
Saura, J.R., 2020. Using Data Sciences in Digital Marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge.
Venaik, S. and Midgley, D.F., 2019. Archetypes of marketing mix standardization-
adaptation in MNC subsidiaries. European Journal of Marketing.
Online
How Hilton uses social listening to win customers. 2018.
[Online]. Available through: <https://awario.com/blog/hilton-social-media-case-study/>
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