Digital Marketing Report: Analysis of Hilton Hotel's Digital Strategy

This report provides a comprehensive analysis of Hilton Hotel's digital marketing strategy. It begins with an introduction to digital marketing plans and their importance, followed by an environmental analysis that explores opportunities, challenges, and the impact of the digital environment on the hotel. The report then assesses Hilton's digital presence, comparing and contrasting its online strategies with those of competitors. It delves into digital marketing activities aimed at building multi-channel capabilities for luxury business divisions and active holiday seekers, detailing the use of social media and email marketing. Finally, the report examines key methods for evaluating, monitoring, and measuring the effectiveness of digital marketing activities. The report concludes with a summary of findings and recommendations for improving Hilton Hotel's digital marketing efforts.

Digital Marketing
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INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
Environmental analysis along with opportunities, challenges and impact of digital
environment.................................................................................................................................4
TASK 2............................................................................................................................................7
Critical assessment by comparing and contracting it's digital presence......................................7
TASK 3............................................................................................................................................9
Digital marketing activities of building multi-channel capabilities for luxury business division
and active holiday seekers...........................................................................................................9
TASK 4..........................................................................................................................................11
Key methods to evaluate, monitor and measure digital marketing effectiveness of activities..11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Digital marketing plan is define as a document in which sharing of every detail related to
planning for campaign as well as actions that are been related to digital marketing is discussed. It
can be for organization short term as well as long term business goal (Atwong, 2015). This has
been evaluated that digital technology is covering majority of world that increases competition
among organization at maximum rate. In order to ensure high competitive advancements and
make consumers aware about the services and product digital marketing play key important role.
Digital marketing aid entity by creating free form of advertising and further provide attractive
measures through which attraction of customers can be gained. With the help of this entity can
attract attention of customers that can significantly able to increase their consumer base. Present
who report has been discussed on Hilton hotel. This entity was established in the year 1990 and
performs their services as an international brand in hotels and resorts. This entity provides
services worldwide and satisfied customers with attractive services and products. In this report
formative discussion has been made on an opportunities, impact and challenges of digital
environment. In addition with this, report include digital tools, channels, key digital tools and
platforms that are used by hospitality organization. Lastly in this report multichannel capability
along with the methods to measure and monitor digital marketing is being discussed.
TASK 1
Environmental analysis along with opportunities, challenges and impact of digital environment
Digital marketing acts as one of the most important aspect of marketing in which entity can
and take use of digital technologies like desktop computers, mobile phones, tablets in order to
promote and advertise about organizational goods and services at a large scale. Digital marketing
turn out to be a cost effective measure through which entity can effectively able to attract large
base of customers worldwide and fulfill corporate goals in best effective manner. However this
has been determined that there are some challenges as well as opportunities that have significant
impact upon digital environment respective entity:
Opportunities
With the significant increase in technologies, creates compulsory of an entity to adopt
process of digital marketing in business functioning in order to accomplish organizational
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objectives. Mentioned below there are some certain opportunities that are being developed due to
digital marketing are being define below:
User Experience-
Adopting digital marketing methods aid company to make their customers aware about
the product and services by providing them better experience. With the help of this they can
surely attract attention of large base of customers. Digital marketing method generates number of
atrocities for organization through which they can advertise about their services and products
every geographical location. Social media is emerging trend nowadays and have millions of
users, this is one of the most prominent and attractive method. By taking advantage of this tool
can maximize their profitability at significant rate.
Expanding Social Media Presence –
Social media is one of the most significant platform thus in order to expand brand and
create significant online presence by undertaking use of different social media channels entity
increase their market share holding. This tool benefits Hilton to review share memories,
customer experience on their social media page. By doing this hotel can effectively able to attract
attention of customers and can reach to global network.
Challenges
Digital marketing is termed as a powerful driver through which organization can
communicate and interact with large base of customers. This method is having capability to
impact upon every aspect of business operations, as by taking use of digital marketing entity can
drive profitability of their sales and increase their production scale at highest rate. This further
generates opportunity for company to increase their shareholding at marketplace (Digital
Marketing Challenges. 2020). This has been evaluated new technologies and tactics create new
challenges for business organization, in relation with digital marketing. Mentioned below there
are seven challenges that may impact of organizational functioning.
 55%- They should build as well as hire effective marketing organization
 54%- There is scale data that drive marketing across business place
 50%- They should create digital marketing strategy
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 47%- Proving of business impact as well as ROI
 46%- Integration of martech stack
 46%- Securing incremental funding
 33%- Winning with personalization
Overview of digital marketing landscape
Digital landscape is termed as involvement of advertising as well as digital media in
terms of paper click, influencer, marketing, video production, digital marketing, social media,
search engine optimization etc. Mentioned below digital landscape overview is being defined:
Social Media Marketing-
This is one of the highly used digital media platform by people around the world, this
tool can be undertaken by entity in order to aware customers related to their products or services,
brand, new launch etc (Saura, Palos-Sánchez and Cerdá Suárez, 2017). In addition to this, this
platform also aid company to lure attention of customers by providing them new offers,
discounts, additional features, information and more. In this it is essential for company to engage
human and provide them accurate and appropriate information related to organizational product
and services. Hilton hotel by taking advantage of social media marketing method can effectively
able to attract large base of customers from all around the world with their facilities.
Digital Marketing-
This is initial source that get applied during the time of purchasing decision to companies
customers and client. Each and every information’s gets presented in digital form with an aim to
gain positive end outcomes. This has been evaluated that each user who seeks to avail hotel
services and products mainly prefers to apply digital marketing. In this search reflects
communication of intent.
Comparison between online and offline marketing concepts
There are some differences among online and offline marketing concepts which are
mentioned below:
Basis of Difference Online Marketing Concepts Offline Marketing Concepts
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Meaning Online Marketing concept is defined
as leveraging webpage channels to
spread message and information to
consumers in context with product
brand services with the assistance of
online techniques as well as tools.
Offline Marketing concept does
not involve any online platform
and choose in order to create
awareness related to
organizational services brand and
product
Tools It involves use of social media,
search engine optimization, email,
Google etc.
Offline Marketing concept include
tools like television, print
publication, radio, calling, flyers
and more
Key customer trends as well as insight that are fuelling growth of digital marketing
Consumer insight is termed as realizing of data and evaluating individuals in best
effective manner. It helps in formulating decisions related to how, what, went to sold services
and products. With the help of this entity can undertake effective decisions related to
implementing strategies and campaigns in order to maximize their profit margin. This makes
Hilton hotel to consider current prevailing consumer trends and insight in order to satisfy the
need accordingly and ensure leading position in respective industrial sector.
TASK 2
Critical assessment by comparing and contracting it's digital presence
Due to increase in competition it is essential for organization despite of their size scope and
industry to undertake advantage of digital channels and platform. Hospitality industry is one of
the leading industrial sector who serves millions of customers with aim to ensure high
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profitability. Digital tools and platforms aid entity to aware customer about the product and
services of organization. Mentioned below there are some certain digital channels tools and
platform through which Hilton Hotel can increase their advertising efficiency:
Typsy-
Leading hospitality organization like Hilton hotel undertake use of tipsy, it is a digital
platform that provide training to staff members and employee in which they get trained through
different lessons related to hospitality skills by world-class instructors (Piñeiro-Otero and
Martínez-Rolán, 2016). By undertaking use of the Typsy Hilton Hotel enable their employees to
login and take learning sessions in order to increase effectiveness of their skills and enhance their
capability. It also provide employees virtually to work from the front location and from different
time zones.
Screen Cloud-
It is defined as a digital application and is used by number of hotels as it is based upon a
particular concept or theme. In this customers are provided with digital menu and list of services
that are being offered by respective hotel. With the help of screen cloud Hilton Hotel update
information easily without any delay and issues and can attract customers in best effective
manner.
Digital marketing and E-Commerce channel and platforms offer number of advantages
comparatively to physical channels, as nowadays people like to spend their time on Smartphone
and use internet at wide scale. This makes them to book facilities of hotel and resorts easily; in
this it is essential for organization engaging in hospitality industry to attract customers with
different facilities and leisure facilities. By undertaking use of this technology Hilton Hotel can
provide competitive discounts and offers to their customers and can ensure maximum share
holding in marketplace.
This has been identified that there is significant increase in use of social media
worldwide. Thus, in order to ensure International presence in hospitality industry Hilton Hotel is
required to formulate two way communications among customers. In this undertaking use of
Facebook, Twitter and Instagram Hiltion Hotel can make aware customers related to the
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organizational offerings and can update them with facilities of entity. Thus, it is essential for
hotel to make significant investment in this segment and engage customer’s with use
communication. Digital platforms and channels benefit entity to reduce barrier and satisfy
customer’s needs and demand in best effective manner.
TASK 3
Digital marketing activities of building multi-channel capabilities for luxury business division
and active holiday seekers
Digital marketing plan is termed as a document that share detailed evaluation of planning
action as well as campaigns, this fulfill short term, long term as well as medium term goals as
well as objectives of entity. By undertaking use of digital media plan Hilton hotel can effectively
build strong consumer relationship by serving them with best. It has been evaluated that Hilton
hotel is looking forward to take multichannel capabilities for luxury business division and active
holiday seekers. With the help of digital media activities multi channel marketing is termed as a
process of taking advantage of both offline and online marketing communication in order to
attract large base of customers. With the help of this Hilton hotel can set campaign via multi
channels in order to accomplish consumer demands (Chaffey and Ellis-Chadwick, 2019). In this
hotel is required to consider consumer profiles and marketing channels that are being used by
them for the inquiry. Along with this they are required to set smart objectives and use marketing
tactics in order to fulfill formative digital marketing plan in order to accomplish corporate goals.
Mentioned below there are some certain digital marketing activities that are being used by Hilton
Hotel:
Social Media-
Undertaking use of social media platforms Hilton hotel can aware customers related to
the product, services, brand, facilities and newly launched services of entity. It also helps
company to stay connected to their customers all around the world. It has been evaluated that
Hilton hotel by taking use of social media marketing to build multichannel capabilities for their
active holiday sequel and luxury division. In this there regularly provide benefits and discounts
and update customers related to the organizational services.
Email Marketing-
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This is defined as an oldest form of e-commerce marketing, in this company send email
to the customers and they provide information in a delegated manner to active seeker and luxury
division customers. It has been evaluated Hilton hotel provide information to luxury business
seekers for conference Wi-Fi room, television, parking areas etc. With the help of this tool entity
can provide detailed description of their services. In addition to this it has been evaluated
respective organization offer accurate and full information to individual who are looking forward
to book online services of entity. Email marketing is defined as an easiest way to build multi
channel for organization in respective industrial segment.
With the assistant of digital marketing activities Hilton Hotel can build multichannel
capabilities for active holiday seeker. and luxury division this entity is required to update
information of both the channels in order to ensure competitive advantage.
Omni-Channel Marketing
Omni channel is termed as an idea to use every channel with an aim to create unified and
soul experience for consumers. It involves digital channels, traditional, online experience and in-
stores. While Omni channel marketing is defined as a process to create seamless message within
which consumers based upon behavior with the help of sales funnel and provide better
experience to them. With the help of this approach organization focused towards offering
customers a complete experience of shopping from first touch point to last in best effective
manner. In order to ensure competitive advancement Hilton Hotel is required to consider Omni
Channel Marketing in order to attract attention of customers:
Omni channel distribution is termed as a marketing strategy in order to fulfill customers
end demands in number of ways as to ensure attention of large base of customers and identify
their needs by focusing on their perception. Main aim of Omni channel is to ensure that
individual who choose to interact with form through different online channel such as mobile
application, social media, website etc get served in best effective manner. Due to significant
increase in digitalization, needs and demands of customers keep changing on constant basis. In
this it is essential for Hilton hotel to ensure leading competitive edge in hospitality industrial
segment and satisfy need of their visitors, guest in best effective manner. In this the can provide
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facility to their customers related to online booking and services that they can undertake from
any location.
This has been evaluated that there are number of channels that are available for Hotel that
facilitate them to fulfill consumer needs in best effective manner. Hilton Hotel is taking use of
channel like person contact and telephone (Boelsen-Robinson, Backholer and Peeters, 2015).
These are the common channel that is being applied by entity in order to provide essential and
necessary information to customers. Due to change in technology it is essential for entity to make
significant increase in their organizational performance efficiency. For this company by taking
advantage of digitalize modes and methods to upgraded marketing channel and can satisfy
customers with best by ensuring high competitive positioning in hospitality sector.
TASK 4
Key methods to evaluate, monitor and measure digital marketing effectiveness of activities
Digital marketing metrics is termed as values that are being undertaken by marketing team
as to measure and track performance of their digital marketing campaigns that are being applied
by them in business function. It has been evaluated that marketing team undertake use different
digitalization and tools in order to promote organizational offerings. There are number of
methods through which proper evaluation, monitoring and measurement of digital marketing
effectiveness can be done. Mentioned below there are some tools that provide assistance to
Hilton hotel in order to undertake their marketing activities in best effective manner:
Overall Website Traffic-
Organization website act as brand and home base, in this every operations as well as
activities of digital marketing perform their work as driving traffic in a well defined manner.
Individual campaign mainly focused towards offering list building and making significant
increase in social media reach to potential customers. In this it is important for Hilton hotel to
properly measure their performance (Leite and Azevedo, 2017). With the help of website traffic
entity can increase efficiency of their performance, in this company by measuring decline in
traffic can boost their marketing activities with the help of website through which the can
promote their goods and services in best effective manner.
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Traffic by Source-
Traffic by source is determined as a useful traffic meter through which company can
identify from where there guest are coming at website. With the help of this marketing platform
entity can effectively able to determine the sources and can gain attraction that more facilities.
This source aid entity to narrow down time and create valuable content. There is different form
of website traffic that can tracked via Google analytics like direct visitors, organic search, social
and referrals.
New Visitors Vs Returning Visitors-
It is other monitoring effectiveness of digital marketing activities with the assistance of
this metrics entity can effectively able to determine about how relevant website content source is
for organizational activities (Kotler and et. al., 2017). In this if there are multiple visits then this
provides proper information through which company can gather valuable information and data.
In this it is essential for organization to release information and data on continuous manner by
viewing both return visitors and new visitors. In this if entity is looking forward towards more
number of organic traffic to website, in this situation new visitor’s service their need in best
effective manner. While if company want to measure how many people are coming back for
browsing returning visitors information can satisfy entry need. With the help of this both matrix
company can effectively able to fulfill their corporate goals.
KPI-
Key Performance Indicator is the measure that finds how effectively organization fulfills
their business objectives. In this entity by taking advantage of monitoring devices at different
level can ensure business success. In this evaluated that if there is high KPI level it denotes
overall business performance, while low state towards different departments like marketing,
sales, HR and more. In this it is essential for Hilton hotel to formulate smart objectives and take
advantage of different tools and methods as to improve their efficiency.
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