Digital Marketing Plan Analysis for Hilton Hotel's Strategy

This report provides a comprehensive analysis of a digital marketing plan for Hilton Hotel. It begins with an introduction to digital marketing and its significance, followed by an environmental analysis that identifies opportunities, challenges, and the impact of the digital environment on the hotel. The report then assesses Hilton's digital presence, comparing and contrasting its use of various digital channels and platforms. It explores multi-channel marketing strategies for luxury business divisions and active holiday seekers, including social media and email marketing. Finally, it discusses key methods for evaluating and measuring the effectiveness of digital marketing activities, offering insights into how Hilton can optimize its strategies and achieve its marketing objectives. The report concludes with a summary of the findings and a list of references.

Digital Marketing
Plan
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Environmental analysis along with opportunities, challenges and impact of digital
environment............................................................................................................................3
TASK 2............................................................................................................................................6
Critical assessment by comparing and contracting it's digital presence.................................6
TASK 3............................................................................................................................................7
Digital marketing activities of building multi-channel capabilities for luxury business division
and active holiday seekers......................................................................................................7
TASK 4............................................................................................................................................9
Key methods to evaluate, monitor and measure digital marketing effectiveness of activities9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
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INTRODUCTION
Digital marketing plan is referred as documents that share each and every details of
planning for campaigns and actions which is related to digital marketing. This can be short term,
medium and long term of business (Atwong, 2015). In today's market, all business follows
digital marketing in order to create awareness among consumer regarding products and service in
effective manner. Role of digital marketing is creating free advertising and assist in growing
business. This leads to target exact audience for buying of products and services. The
organisation given for assignment is Hilton Hotel that was founded in 1919. This is regarded as
international brand that focus on providing service of resorts as well as hotels. It is operating in
586 locations in 6 countries across 85 countries as well as territories. This report has aim of
understanding opportunities, challenges and impact of digital environment. It has also examined
key digital tools, platforms and channels used in hospitality organisations. This file determine
about organising digital marketing activities and building multi-channel capabilities along with
evaluating methods of measuring and monitoring digital marketing.
TASK 1
Environmental analysis along with opportunities, challenges and impact of digital environment
Digital marketing is defined as element of marketing which uses online as well as digital
technologies like mobile phone, desktop computers in order to advertise and promote goods and
services in effective and efficient manner. This is cost effective in nature which is used by most
of business for doing promotion of their products. It assists to reach to global customers with use
of digital tools and techniques. There are some opportunities and challenges which impact digital
environment of respective organisation. They are as follows:
Opportunities
The rise in technologies has made compulsion for organisation to implement procedure of
digital marketing in business for attainment of goal and objectives (Boelsen-Robinson,
Backholer and Peeters, 2015). Some of opportunities which are created due to digital marketing
are described below:
User Experience- The implementing as well as adopting of digital marketing methods
assists business to provide consumer with better experience so that they feel satisfied and happy
with services. Digital marketing create opportunities for business to post their products and
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services at different sites. It has seen that organisation that possess good image at social media
can easily influence consumer to avail their service and buy products (Chaffey and Ellis-
Chadwick, 2019). This assist in rising profit margins and sustainability of business at
marketplace.
Expanding Social Media Presence – In current scenario, social media is regarded as
platform for users who is using internet (Saura, Palos-Sánchez and Cerdá Suárez, 2017). In
addition to this, digital marketing assist in expansion of brand at online with help of social media
channels. It is regarded as place in which people share tours, memory of holiday, hotel review
and so on. Therefore, Hilton Hotel should adopt different tools and techniques for reaching
global network in effective and efficient manner. On the basis of these kind of platforms,
organisation can easily build direct connection with their international customers and can provide
them information about new as well as updated services of them. All these platforms assist in
creating a global presence of firm around the whole world.
Challenges
Digital marketing is regarded as powerful driver of growth which communicates as well
as interacts with each and every aspects of business, driving profits at complete of sales funnel
and providing undeniable firm value at marketplace. New technologies as well as tactics are in
use and impacting, creating new challenges for business operating at marketplace. In context of
digital marketing, there are seven challenges which are faced by business. They are as follows:
 55%- They should build as well as hire effective marketing organisation
 54%- There is scale data that drive marketing across business place
 50%- They should create digital marketing strategy
 47%- Proving of business impact as well as ROI
 46%- Integration of martech stack
 46%- Securing incremental funding
 33%- Winning with personalisation
Overview of digital marketing landscape
Digital landscape is defined as involvement of both digital media and advertising in terms
of digital marketing, pay per click, social media, influencer marketing, search engine
optimisation, video production and many more (Saura, Palos-Sanchez and Correia, 2019). The
overview of digital landscape is mentioned here:
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Social Media Marketing- It is the highly used digital marketing by people and
organisation for creating awareness about products, service and their brand (Kotler and et. al.,
2017). This leads to provide offer along with data and information of targeted consumers. The
brand should be complete, relevant, engagement of human and providing relevant information of
business. The respective organisation should use such marketing method for promotion of their
products and service at marketplace.
Digital Marketing- This is regarded as initial source which is applied at time of
purchasing decisions through customer, clients and companies. Each and every information is
presented in digital form for attainment of positive outcomes. The user who wants to avail
products and services of Hilton Hotel prefer to apply digital marketing. Searching of information
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
Meaning This is referred as pattern for
leveraging web based channels for
spreading of messages and
information to customer related with
brand, product and services by using
online tools and techniques (Atwong,
2015).
This is referred as concept of
marketing that does not use online
methods or tools for creation of
awareness about business and
their services, products and so on
(Chaffey and Ellis-Chadwick,
2019).
Tools This includes use of search engine
optimisation, Google, social media,
email and many more (Boelsen-
Robinson, Backholer and Peeters,
2015).
This includes print publication,
cold calling, television, radio,
flyers and others (Chaffey and
Smith, 2017).
Key customer trends as well as insight that are fuelling growth of digital marketing
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Customer insight is defined as realising of data as well as understanding people in most
effective and efficient manner, helping in making decisions regarding how, what, when to sold
goods and services (Chaffey and Smith, 2017). The decisions will give results to adopt
campaigns and strategies in an efficient and effectual way to enhance profit margins. It is very
important for Hilton Hotel to consider current customer trends and insight so that they can grow
and sustain at marketplace for positive outcomes.
TASK 2
Critical assessment by comparing and contracting it's digital presence
In today's world it is necessary for organisations in different industries including
hospitality industry to use various digital channels and platforms as they help them in
communicating their products and services to a large base of customers. Some digital tools,
channels and platforms used by Hilton are explained below:
Typsy- Organisations in the hospitality industry, including Hilton uses Typsy which is a
digital platform for providing training to the employees (Chaffey and Smith, 2017). There are
various lessons about hospitality skills that are explained by world-class instructors. The
employees have to log in and then take the lessons on skills they think they need to develop and
the ones that need to be enhanced )(Brown, 2019) This is a great way to providing training to a
large number of employees virtually who works from different locations and time zones.
Screen Cloud- This is a digital application which is primarily suitable for hotels that are
based on a particular theme or concept. The guests can have access to a digital menu as well as a
list of services offered by the hotel (Karjaluoto, Ulkuniemi and Mustonen, 2015). The too is
beneficial as it can be updated easily without any problems and also the process does not
consume much time. This helps in attracting new potential segments of customers and retains the
existing ones by fulfilling their needs and wants.
E-commerce and digital marketing channels and platforms have developed greatly as
compared to physical channels as people now have access to Smartphone and high speed internet
due as a result of which they can easily make booking in hotels and resorts after reading the
reviews that have been posted by people who would've previously visited the hotel. People find
making travel reservations online much easier now for both leisure as well as business travel.
Hilton also uses the same in order to attract more customers online by providing various offers
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and discounts online (Adeola, Hinson, and Evans, 2020). Marketing is done digitally through
emails, social media, affiliates etc. The brand earlier used to use physical channels like leaflets,
brochures, outdoor campaigns to market its products.
The use of social media is rising exponentially and it has become essential for brands to
have a presence online as it allows a two way communication between the brand as well as the
customers (Saura, Palos-Sánchez and Cerdá Suárez, 2017). The various social media platforms
whose usage has gone up over the last few years are Facebook, Instagram and Twitter. The
various digital platforms are beneficial for Hilton as it can keep its customers engaged and
updated all the time without having to invest in huge amounts of money. The respective hotel
can gain a competitive advantage by using hashtags that are specific to it which will make it
easier for the customers to find information and content that is particular to it. Digital channels
and platforms help in reducing barriers that would have otherwise affected the overall business
of the organisation. Organisations in the hospitality industry, including Hilton can reach out to
large segments of customers by using various digital channels as well as platforms, social media
and company website being among them.
TASK 3
Digital marketing activities of building multi-channel capabilities for luxury business division
and active holiday seekers
Digital marketing plan is defined as document which shares all details of planning campaign
and actions (De Pelsmacker, Van Tilburg and Holthof, 2018). This can be short, medium and
long terms business goal and objectives. Main strategies is achieving goal through digital
medium. In context of Hilton Hotel, it wants to build multi-channel capabilities for luxury
business division and active holiday seekers with help of digital marketing activities. Here,
multichannel marketing is defined as procedure of utilising both online as well as offline
marketing communication in order to target and engage customers. This helps in setting
campaigns through multi channels that cater need of customers. Respective hotel has to
considered profiles of customers and marketing channels used by them, setting SMART
objectives, marketing tactics and so on. The digital marketing plan should be effective to attain
goal as well as objectives of organisation. Some of digital marketing activities which can be used
by Hilton Hotel are as follows:
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Social Media- This plays an effective role in creation of awareness among customer
regarding brand, products and service (Dodson, 2016). As large number of people are connected
to social media to know about what is happening in world. Hilton Hotel has to use social media
for building multi-channel capabilities of their luxury division and active holiday seeker. They
have to provide discounts, offer on regular basis which should be updated their sites so that they
can enhance large number of customers in most effective manner. This strategy helps business in
encouraging their customers in most effective way.
Email Marketing- This is regarded as oldest form of ecommerce marketing to create awareness
among consumers regarding products and services. Hilton Hotel has to use email for their both
luxury and active seeker holiday by providing them information in most diligent manner. The
luxury business division wants high class room with Wi-Fi, television, conference, parking areas
and many others (Ashtiani, and Davidavičienė, 2019). Through email Hilton Hotel should
provide description of their high class services to business division. Similarly, on other hand,
holiday seeker want comfortable and reasonable room for staying as their main motto is to
explore and visit different places. In this case, respective hotel should provide full information to
those people so that they can chose online booking and avail service. This is the easiest way of
building multi-channel for hotel industry.
Therefore, these both digital marketing activities will leads to build multi-channel
capabilities for luxury division as well as active holiday seeker. These should be used effectively
by hotel industry to know about requirement of their consumers and people for positive
outcomes.
Omni-Channel Marketing
Omni-channel is defined as ideas to use each and every channel in order to create one and
unified experience for customers (Juska, 2017). This consists of traditional, digital channels, in
store, online experience and digital channels. Similarly, on other hand, Omni-channel marketing
is the way to create seamless message which is customer based on behaviour with help of sales
funnel and providing better experience to them. This is referred as approach which focuses on
providing consumers with complete experience of shopping from first touch point to last in better
way. Hilton Hotel has to consider Omni-channel marketing for their products, sales, customer
support and customer success.
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Omni-Channel distribution is regarded as main marketing strategies to reach to final
consumers (Kannan, 2017). This is performed in different ways for reaching attention of
customers in order to understand them in better manner by focusing on their point of view. Focus
of Omni-channel is making sure that people who choose to interact with firm through different
online channel such as social media, mobile application, website and other which provide same
feel and look to customers (Helsen, 2019. With rise in digitalisation, there is change in customer
service which made them to conduct different activities and operations online. In context of
Hotel industry, guests, client, visitors are booking online rooms and avail service when they
enter premises. This helped them to make booking from any part of world without going to that
place and save their time. Most of the Hotel has their own mobile booking application from
where they can book hotels as per their comfort level. Hilton Hotel also focus on using Omni-
Channel marketing for their customer to provide them with better experience in order to attain
their desired goal and objectives. This has raised due to use of mobile technology by consumer
for each and every activities and operations.
Different types of channels are available for hotel in order to reach their customers in
most effective and efficient manner (Gupta, 2019). The respective hotel can use channel like
telephone as well as person contact. These are most common channel that is applied by business
as they provide information to customer for better results. With change in time, people focus on
using of highly digitalised device to create better experience. It is also important for respective
hotel to upgrade their marketing channel in order to provide guests with better service and create
satisfaction to them.
TASK 4
Key methods to evaluate, monitor and measure digital marketing effectiveness of activities
Digital marketing metrics are defined as values which are used by marketing teams in order
to measure as well as track performance of their digital marketing campaigns that are applied by
business (Karjaluoto, Ulkuniemi and Mustonen, 2015). The marketing team who works for
digitalisation uses different tools for promoting service, goods and tracking outcomes which can
be difficult and time consuming. There are different types of methods which are used for
evaluating, monitoring and measuring digital marketing effectiveness. Some of them are
described below:
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Overall Website Traffic- The website of company serves as home base and brand. Each
and every activities and operations of digital marketing work as driving traffic in effective
manner (Kotler and et. al., 2017). Individual campaigns focus mainly on providing list building
and increasing social media reach for customers. It is essential for respective Hotel to measure
their performance through help of website traffic so that they can improve it in positive way.
This provides number of insights like working of campaigns and when they work. If there is
decline in traffic then marketing efforts are required to boost them through help of website.
Traffic should be sent to website through help of optimising all pages at website using keywords,
in depth study, promoting social media channels, creating targeted advertisement for landing
page with offer.
Traffic by Source- It is defined as useful traffic metric that helps in putting lights which
identifies from where visitors are coming at website (Leite and Azevedo, 2017). The marketing
platforms are available as well as limited time for capitalising all of them with help of such
traffic in proper way. It also helps in determining about sources and their winners and which
requires little or more attention. This also helps in knowing about how to use narrow down time
for creating valuable content. It helps in measuring effectiveness of digital marketing activities to
achieve set goal as well as objectives. There are four different types of website traffics which are
tracked through google analytics such as organic search, referrals, direct visitors and social.
New Visitors Vs Returning Visitors- This is also defined as another monitoring
effectiveness of digital marketing activities. The value of such metrics assists in determining
about how relevant website content is over time period. If there is multiple visits then it leads to
provide accurate information which help people in finding valuable data and information. The
respective organisation has to release data and information on regular basis by viewing both new
as well as return visitors at website in effective manner. If business is looking for more number
of organic traffic to website then new visitors are important for them. On other hand, if
individual want to measure about how many people are coming back for browsing then
consumer information are gathered through returning visitors. These both metrics helps in
measuring performance of business and provide accurate results to attain set outcomes in proper
manner.
KPI- It is defined as Key Performance Indicator that measure values in order to
demonstrate how effectively organisation is achieving objectives of business (Piñeiro-Otero and
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Martínez-Rolán, 2016). They use such monitoring device at large as well as multiple levels in
order to evaluate success and growth of business to reach set and desired targets. If there is high
level of KPI then it denotes overall performance of business while low denotes process in
different department like HR, sales, support, marketing and many more. Respective hotel has to
make SMART objectives for KPI includes different methods and tools to enhance as well as
improve performance in best way.
It is essential to improve performance of digital marketing through adopting following ways:
Assessing Tech- In this how budget is allotted and difference among it is evaluated to save
money as well as time. For assessing tech, different questions are asked in order to accomplish
goal and objectives. This includes what person prefers, message to be delivered as so on. The
respective organisation has to use CMS, CRM, content management and marketing automation
and so on.
Optimising SEO- This is another way to improve performance through digital marketing by
optimising SEO within B2B areas (Saura, Palos-Sanchez and Correia, 2019). It is essential to
audit and find web to run risk of falling among cracks. The success of SEO can be track through
traffic, A/B testing, Heatmap analytics and so on.
Measuring Content Reach- In this content of research should be measure in terms of
assigned work to attain positive results. This can be measured through different aspects by taking
feedback, meeting and so on.
Tracking Social Channels- It is also another way to measure performance of digital
marketing. The tracking of social channels should be done to create awareness about products
and service in mind of consumers to attain set outcomes.
Therefore, these above are important ways to improve performance of digital marketing
which should be adopted by business on regular basis.
CONCLUSION
From the above report, it has summarised that digital marketing plan is very important for
organisation to create awareness about products and services in most appropriate manner. The
landscape of digital marketing includes social, media, content, paid and other types of marketing.
Online marketing is using social media, email where as offline marketing uses newspaper, radio
for creation of awareness among consumers. There is change in trends of consumer regarding
buying of products and service. With help of digital marketing, it is possible to fulfil their
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requirement in positive way. Different types of digital tools include screen cloud, Typsy and
others. These digital channels assist more as compared to physical channels to develop e-
commerce development. For multi-channel, organisation has to develop marketing plan as well
as strategy along with following of Omni-channel in business to get positive outcomes. It is very
important for business to monitor their digital marketing activities in appropriate manner.
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