Digital Marketing Environmental Analysis and Strategies Report

This report provides a comprehensive analysis of Hilton Hotel's digital marketing strategies. It begins with an introduction to digital marketing and its importance, followed by an environmental analysis that identifies opportunities, challenges, and the impact of the digital environment on the hospitality sector. The report then critically assesses Hilton's digital presence, comparing and contrasting its online and offline marketing approaches. A significant portion is dedicated to digital marketing activities, including building multi-channel capabilities for luxury business divisions and active holiday seekers, with a focus on social media strategies. Finally, the report outlines key methods for evaluating, monitoring, and measuring the effectiveness of digital marketing activities. The report concludes with a summary of findings and recommendations for Hilton Hotel's digital marketing efforts.

Digital marketing
1

INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
Environmental analysis along with opportunities, challenges and impact of digital
environment.................................................................................................................................4
TASK 2............................................................................................................................................8
Critical assessment by comparing and contracting it's digital presence......................................8
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..............................................................................................................................13
REFERENCES..............................................................................................................................15
2

3

INTRODUCTION
Digital marketing plan is mainly defined as a document that share each and every
information that are related to campaign, plan and actions that are linked with digital marketing.
With the assistance of this organization can accomplish their short and long-term corporate
objectives in a well defined manner (Atwong, 2015). Due to emergence of technology at every
aspect around the world it is essential for an organization to undertake advantage of digital
technology in order to maximize their rate of revenue generation. It also help entity to ensure
high competitive edge in marketplace and attract attention of consumers by offering them all
necessary information related to product and services. Digital marketing play a crucial role, as it
benefits company to create attractive advertisements and lure attention of customers in a well
define manner. With the help of this technology company can make significant enhancement in
their overall consumer base. This report has been made on Hilton Hotel, company was founded
in 1999 and offer different kind of basic as well as luxury facilities to customers. It is an
international brand in hotels as well as resorts that satisfy needs of consumers in around the
world by offering quality services in affordable price range. Present report discuss opportunities,
challenge and impact of digital environment along with key digital tools, channels and platforms
that hospitality organization under takes. Multichannel capability and measures the monitor
digital marketing is also discuss in this report.
TASK 1
Environmental analysis along with opportunities, challenges and impact of digital environment
Digital marketing play key essential role and is one of the most important component of
marketing. As with the assistance of different type of digital technologies such as mobile phone,
computer, tablets and more company can effectively able to advertise about entity product and
services and can further attract attention of large base of consumer. Digital marketing is a cost
effective method through which a company can ensure attention of number of consumers from
different geographical locations. This will effectively allow company to fulfill corporate goals
and ensure your long-term sustainability in respective industrial sector. Apart from this it has
been evaluated that there are some certain challenges and opportunities that significantly impact
digital environment:
Opportunities
4

Technology is expanding at fastest freight and capturing each and every business sector
despite of their size and scope. This make company to undertake advantage of digital marketing
process in organizational activities as to fulfill company goals in a well define framework.
Different opportunities that are developed because of digital marketing are mentioned below:
User Experience
By undertaking use of digital marketing method company can provide all the necessary
information’s to consumers related to services and products that are being offering by
organization. It creates formative relationship between company and consumers and increases
transparency from company side (Staton, 2016). This will benefit entity to generate loyalty
among consumers that can further ensure their long-term stay with organization services and
products. Digital marketing method create different type of opportunities with the assistance of
which attractive advertisement related to organizational offerings can be done in accordance with
the particular geographical location. This has been identified that there is a significant increase in
usage of social media as this platform have billion of consumers. This is most effective
opportunities through which respective organization can increase their profitability rate.
Expanding Social Media Presence
Social media is a powerful platform which is having number of consumers from all
around the whole. This creates significant opportunity for company. By making strong online
presence and taking use of different social media channels entity can increase their shareholding
in marketplace. Social media benefit Hilton hotel to attract attention of customers by sharing
consumer’s experiences, attractive packages, facilities etc. With the help of this platform entity
can reach to global consumers in effective manner.
Challenges
Digital marketing is a powerful driver that it is increasing chances of interaction with number
of consumers as it creates a platform through which entity can communicate with consumers.
Digital marketing is having capability to affect organization operations in negative and positive
manner (Digital Marketing Challenges. 2020). Thus, by undertaking advantage of this tool
organization can increase their profitability and sales ratio at great extent. Along with this, this
5

technique increases entity opportunity to maximize their shareholding at global market place.
However there are some aspects like new up gradation in technology that creates challenges for
digital marketing. Seven challenges that may impact upon the functioning of organization is
being defined below:
 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
 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 mainly defined as indulgence of advertisement and digital marketing
in context with paper production, pay-per-click, social media influencer, digital marketing,
search engine optimization marketing and more (Overview of Today’s Digital Marketing
Landscape – Lauren Vaccarello #czlny. 2020). Digital landscape overview is further defined
below:
Social Media Marketing-
This tool is one of the common and highly used modes of digital media that benefit
organization to influence behavior of consumers all around the world. With the assistance of this
company can provide information to consumers related to new offer, additional features,
discount facilities and information related to organizational offerings. In this Hilton Hotel with
the assistance of social media marketing can offer accurate as well as appropriate information to
consumers and can ensure their loyalty and attraction towards entity in a well defined manner.
Digital Marketing-
It is starting phase that are applied at the time of purchasing decision to company
consumers and clients (Karjaluoto, Ulkuniemi and Mustonen, 2015). In this all the information
6

are presented in a digital form in order to ensure effective end results. In this it has been
determined that every user who are looking forward to have accommodation in hotel mainly
refers to apply through digital marketing.
Comparison between online and offline marketing concepts
Mentioned below difference between online and offline concept of marketing is team
defined:
Basis of Difference Online Marketing Concepts Offline Marketing Concepts
Meaning This concept is mainly termed as
leveraging webpage channel that
spread essential information and
message to customers in relation with
organization brand, product and
services with the help of different
online tool and techniques.
Offline marketing does not
include any form of online mode.
In this physical measure is being
undertaken in order to provide
information to consumers related
to organization products and
services.
Tools This mainly include email, search
engine optimization, Google, social
media etc.
This involves television, calling
radio, flyers, print publication etc.
Key customer trends as well as insight that are fuelling growth of digital marketing
Consumer insight is mainly defined as evaluation of data and identify individual in a well
defined manner. With the help of this effective decision-making process can be undertaken
which is related to how, what, when to offer products and services of company. It also assessed
company to implement campaigns, strategies and measures in order to increase overall
7

profitability of entity. With the assistance of this method Hilton Hotel can identify current
hospitality sector and again formative insight in order to increase organization position.
TASK 2
Critical assessment by comparing and contracting it's digital presence
There is increase in competition in hospitality industrial sector, by being leading industrial
sector companies those who perform their operations within this segment undertake use of
different type of digital platform and channels in order to satisfy large number of consumers and
increase overall profitability (Kotler and et. al., 2017). With the assistance of digital tool as well
as platform companies in hospitality sector can effectively able to aware consumers related to
entity services and products. Some particular form of digital platform and tools are being
mentioned below through which Hilton Hotel can increase efficiency of their revenue generation:
Typsy-
Hilton Hotel undertakes advantage of tipsy which is a digital platform as to provide
formative training and development courses to employees. Main aim of this is to provide proper
training lessons and development courses in context with hospitality sector. In this world class
instructors offer sessions information related to hospitality sectors to employees. In this workers
and staff within respective hotel can login and take use of learning sessions as to make
significant increase in their performance and capabilities.
Screen Cloud-
This is a form of digital application that is a being used by different type of hotels. This is
mainly based upon a specific theme or concept (Dodson, 2016). In this consumers are offered
with list of services and digital menu of respective hotel, in this by undertaking use of screen
cloud Hilton Hotel effectively update necessary information as to ensure proper satisfaction of
consumers. In this entity make sure that they update all the necessary and important information
without any delay.
8

It has been identified that E-Commerce and digital marketing channel provider different type
of benefits to organization as compared to physical mode. It has been identified that with the
significant increase in digitalization majority of individuals spend their time on internet and
smart phone. Thus, it is essential for organization offering their services in hospitality industry to
provide every updated facility and attractive features that are being provided by hotels in their
product and services to consumers, as to duly attract their attention towards facilities. In this by
taking assistance of this technology Hilton Hotel can ensure high competitive advantage in
hospitality sector and increase consumer satisfaction at great extent.
It is determined that people nowadays spend most of the time on social media thus Hilton
hotel as to increase their International presence are required to create two way communication
between entity and consumers (Boelsen-Robinson, Backholer and Peeters, 2015). In this with the
assistance of Instagram, Facebook and Twitter Company can encourage consumers to take use of
services and products that company is offerings. Thus, Hotel is required to invest maximum
potential into this platform as to increase their competitive image in both national and
international platform.
TASK 3
Digital marketing activities of building multi-channel capabilities for luxury business division
and active holiday seekers
Digital marketing plan is most important aspect of marketing plan in organization share
proper evaluation of action plan and campaigns that are being undertaken by them as to fulfill
corporate long and short term goals. With use of digital media plan strong consumer relationship
can be built by Hilton Hotel. In addition to this company can use multi channel capabilities in
order to make division between luxury business division and active holiday seekers. In order to
promote their products and services respective industry by taking use of digital media activities
can take use of multichannel marketing procedure. In this they can use both online and offline
marketing as to encourage attention of consumers. It also allows entity to identify actual needs of
consumers and evaluate consumer profiles in order to set smart objectives and implement
strategies in order to fulfill organizational goals in a well define manner. Digital marketing
activities that Hilton Hotel is undertaking is being define below:
9

Social Media- Hilton Hotel is taking different type of social media platforms in order to
aware consumers about company brand, services, facilities, product and newly launch services of
entity in an attractive manner. This platform also helps company to communicate with their
consumers on regular basis and ensure that they have long term loyalty towards entity services.
With the assistance of social media marketing company can build multiple channels capabilities
for luxury division and active holiday seekers and can further satisfy and attract them towards
specific discount schemes and benefits.
Email Marketing- This form of channel falls under oldest form of e-commerce marketing.
In this Hilton Hotel provide necessary information and detail of company services via Email. In
this detailed description of every service and product is being offered by Hilton hotel to luxury
division and active seekers consumers. For instance luxury business seekers are provided with
the information related to Wi-Fi room, conference area, hi- tech facilities that are being provided
in hotel. In this entity also ensure that all the information that is provided to customers are
accurate. This form of marketing channel is an easiest way through which company can satisfy
their customers.
By taking use of different type of marketing activities Hilton Hotel can not only able to build
multi-channel capability for luxury division and active holiday seeker but can also provide them
proper awareness and information related to the facilities and services in a well defined manner.
Omni-Channel Marketing-
Omni channel is defined as an idea in order to use every channel as to create soul and unified
experience for customers. It mainly include traditional, in- stores, digital channels and online
experience. Apart from this Omni channel marketing is a procedure that aim towards creating
seamless message within which consumer 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 addition to this Omni-channel distribution is mainly define as marketing strategy that
mainly aim towards fulfilling attention of large consumer base by evaluating their demands and
needs. In this Hilton Hotel is required to effectively evaluate actual needs and demands of their
10

guest and visitors and further provide them effective services and online bookings facilities at
every segment in order to ensure that satisfaction. Hilton Hotel take use of telephone and person
contact, these are the common channels through which entity provide necessary information to
consumers. With the significant enhancement in technology it is essential for Hilton to undertake
advantage of digital methods and upgrade their marketing channels as to increase their
competitive image in marketplace.
TASK 4
Key methods to evaluate, monitor and measure digital marketing effectiveness of activities
Digital marketing metrics define as values that marketing team in an organization
undertake as to effectively measure and track digital marketing campaigns performance. In this
by taking assistance of different digitalization tools marketing team can properly evaluate,
monitor and measure marketing effectiveness in a well defined manner. Some sort and tools
through which Hilton Hotel can ensure their marketing activities effectiveness is been defined
below:
Overall Website Traffic- Website page of an organization is most important aspect in
terms of digital marketing activities. Thus, it is essential to drive traffic in a well effective way.
This has been identified that individual campaign mainly emphasizes upon providing list
building and formulate maximization in potential customers on social media platform. Within
this Hilton Hotel is required to effectively manage performance in this with the assistance of
website traffic company can make significant enhancement in their performance and can decline
traffic to boost marketing activities of entity on website page in a best effective manner.
Traffic by Source- This is mainly defined as usual traffic meter with the assistance of
which company can evaluate from which source their guest is coming. With the help of proper
evaluation of sources and entity can attract them by offering more facilities. In this Hilton Hotel
can take use of different website trackers like Google analytics, organic search, direct visitors
and social and referrals.
New Visitors Vs Returning Visitors- Large organizations like Hilton Hotel receive
multiple visitors. This makes entity to offer accurate and relevant information related to product
and services. In this hotel is required to evaluate both of their new as well as returning visitor on
11

continuous basis. In this company can effectively able to satisfy you customers with attractive
services and returning visitors with more advanced features in existing services as to fulfill
organizational goals.
KPI- By taking use of key performance Indicator Company can accomplish that business
objective by monitoring devices at different aspects (Piñeiro-Otero and Martínez-Rolán, 2016).
This has been identified that if KPI is high then it’s states towards overall business performance,
while on the other hand low KPI denotes different departments like HR, marketing etc. In this
Hilton Hotel is required to establish smart objective while taking assistance of different methods
and tools as to make significant improvement in their efficiency.
It is essential to improve performance of digital marketing through adopting following ways:
Assessing Tech
This identify the manna in which budget is being allotted to different departments within
organization. With the assistance of this method company can actually able to save their
unnecessary funds. With the use of assessing tech Hilton hotel can manage their business
operations in proper budget and can fulfill marketing objectives in a well define an effective
manner.
Optimising SEO-
By taking advantage of optimizing SEO Hilton Hotel can improve their overall business
performance. It is essential for large entities like Hilton hotel to audit and find web in order to
identify risk of falling among cracks. Thus, by taking advantage of this method respective entity
can track with the help of A/B testing, Heatmap analytics and more.
Measuring Content Reach-
Within this proper research is required as to evaluate result effectiveness. With the
advantage of this method Hilton Hotel can measure different aspects with the use of feedbacks.
Tracking Social Channels-
12