Role of Digital Marketing in Brand Awareness: Literature Review

This literature review examines the role of digital marketing in enhancing brand awareness, focusing on strategies and platforms. The review begins with an introduction that defines digital marketing and its importance for organizations, using the Holiday Inn Hotel as a case study. It then delves into the various platforms utilized in digital marketing, such as social media and websites, and how these platforms enhance brand awareness. The review also identifies potential issues associated with digital marketing, including the negative impacts of digital media and the time consumption related to content creation. Finally, it explores strategies to overcome these challenges, such as controlling social media's influence and highlighting its positive impacts. The conclusion summarizes the key findings, emphasizing the importance of digital marketing for brand promotion and awareness within the hospitality industry, and provides a comprehensive list of references from books and journals.

Research methodologies
(Literature Review)
Table of Contents

Chapter 1: Literature Review Introduction......................................................................................1
Chapter 2: Literature Review Main Body........................................................................................1
Chapter 3: Literature review conclusion..........................................................................................4
REFERENCES................................................................................................................................5

Chapter 1: Literature Review Introduction
It is basically that section or part of a research or dissertation that includes search and
evaluation of available literature and other secondary sources of data related with the specific
topic and chosen research area. The main purpose of Literature review is to develop better
understanding about selected research topic and its objectives that set or form a foundation base
and framework for overall research work. The current literature review is based in the topic of
Role of digital marketing in enhancing brand awareness of an organisation for which various
scholarly articles and journals are evaluated and use of various authentic references and online
sites are made that are having proper copyrights to maintain the viability and reliability of
collected data (Neirotti, Raguseo and Paolucci, 2016).
The models and concepts that are selected for current research work are relevant and
suitable for the selected topic as it facilitates a wider and in-depth evaluation and discussion of
research topic. The topic of current research is based on Role of digital marketing in enhancing
brand awareness of an organisation thus, the objectives and concepts that are discussed through
current research work are also based on the role of digital marketing and consist if topics like;
concept of digital marketing and its importance, various platforms which are used in digital
marketing and their role in enhancing brand awareness, various issues associated with use of
digital marketing and at last possible strategies that could be adopted to overcome negative
implication of digital marketing and enhance its brand awareness are also discussed and
evaluated through current literature Review.
Chapter 2: Literature Review Main Body
a)To study about the concept of digital marketing along with its importance for an
organisation
As per the opinion of Indrajeet Deshpande, (2020), the concept of Digital marketing is
basically an all-encompassing term that consists of various digital channels like SEO, content
marketing, social media marketing, email marketing, mobile marketing, etc that provides an
elaborate strategies to more easily reach, assess and connect with prospects and target customers
at both local and global level (Jorge and et. al., 2018). Thus, it can be evaluated that Digital
marketing is a quite broad concept that consist of and includes all digital and online marketing
channels and methods that could be easily use by an organisation to have better promotion and
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advertising of its products or services through use of the Internet and other electronic devices
like mobile phones, tablets and other electronic billboards.
According to the view point of Nathalie Laroyenne, 2018, digital marketing is important
and crucial for an organisation especially in hospitality sector as it facilitates a better way and
platforms to have more effective marketing strategy that ensures and facilitates better
connectivity and connection with the customers even at global level. Thus, it can be evaluated
that use of social media and other digital platforms has enhanced that offer an opportunity for
organisation to make effective use of these social media site and digital platforms to transfer
relevant and attractive information about the organisation to these individuals which would
ultimately attract a larger a number of customers and lead a crucial role in enhancing brand
awareness of organisation (Semeradova and Vávrová, 2016). Thus, it can be evaluated that use
of digital marketing is vital and crucial for an organisation as it lead to a more attractive and
better way of marketing through use of online and digital platforms that ensure more effective
communication and bonding with target customers that lead to betterment in sales and
productivity of organisation through facilitating better brand awareness among customers.
b) To evaluate about the various platforms which are used in digital marketing and that plays
a crucial role in enchasing brand awareness of Holiday Inn Hotel.
According to the Avijit Arya, 2016. As per the various sources or platforms where the
assorting of digital marketing which plays an important role as for the brand awareness about
any business where it optimise the factor which creating the effective brand promotion towards
the business products and networking procurement as in the growth of the business as well as the
productivity. As with the context of the hospitality industry like Holiday Inn hotel, London they
have making a strategic plan to promoting their brand awareness as per the prominent platforms
to reach the consumer in a rapidly way through like Social Media platform, Websites, and
sources on which are consumer are actively participate in the social platform like LinkedIn,
Twitter, Facebook etc. as the promotes where the official people are linked between to encourage
the brand of awareness specially like Five star hotels which are providing the luxuries services
where they posted the broachers and pamphlets about the hotels and their group of ventures to
share the information about the company perspectives.
As the hotels information as to share the brand promotion of the five star or other features
type of hotel brings the new updates through digital marketing aspect as it helps to reforms the
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uploaded the data information and its features what type of qualities and services are going to
provide by that particular property is mentioned speacily for the consumer as they can visit to
their hotel for exposure. Holiday Inn Hotels, London they are specially looking for ward to those
key features which are likely to the consumer by facilitating the next level services on which
their satisfaction and more above that it should above with their expectation. So, this is the factor
which is identified by the Holiday Inn Hotels that how they promote their brand awareness
towards the consumer retention as well as the sources which are adopted to making the effective
awareness about the brand of the business through digital marketing (Saura and et. al., 2019).
c) To identify the various issues associated with use of digital marketing that could be faced by
Holiday Inn Hotel.
As per the opinion of the Angie Geffen, 2017. Somehow the negative impact of the various
issues which arises during the digital marketing implementation as for the business usage to
getting more information provided to as much customers as well as for the creating the goodwill
about the business, but there problems which arises on which it making the barrier between
business and consumer relationship. As with the perspective of Holiday Inn Hotels they are
emphasis the assorted the making the awareness the information in public through digital
marketing platform. There are some factors or elements that comprises about the negative impact
about the digital marketing are followings :
The negative impact of Digital Media generates fragile towards Business aspects:
Consumers are blasted with thousands of messages a day – a consequence that is largely their
own doing (Boella, and Goss-Turner, 2019). They could, after all, simply put down or shut off
their smartphones. But this means they are also more discerning about what they do take the time
to read as well as what they choose to ignore. The storage of data in digital platform can be
dangerous for the business platform.
The factor of digitalisation can consumes more time of business activities: As in
digital platform the channels like social media where the marketing team spend tehir precious
time for generating content through the digital sources but some how it takes more time
consumption driven than saving it (Floričić, 2016) .
By Marketing in form of digitalisation can demolishes into a damage-control
operation. This is the most virulent complaint of moderate or low scale of business owners, who
grow understandably and get involved through scammers and reviewers whose sole purpose
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seems to be stirring up trouble (Thach, Lease and Barton, 2016). Going viral or most trending
was usually considered a good thing for businesses five years ago. It can strike fear in the hearts
of small-business owners today.
D) To determine the possible strategies that can be adopted by Holiday inn Hotel to overcome
negative implication of digital marketing and enhance its brand awareness.
According to the M.T. Wroblewski, 2018. The possible strategies which has been adapted
or scrutinized by the Holiday Inn Hotels for their betterment and growth of tehri business to
making enhance of the brand awareness, as there are two important factor which is context with
Holiday Inn hotels strategies enhancement of digital marketing are as follows:
To controlled the Influence of social media on social welfare in the consumer mind
Looking at the two piles simultaneously may trigger double-vision; the same people who
may be adversely affected by social media in their personal life sometimes credit it for
improving their professional life..
Highlight the Positive Impact of social Media on digital marketing business.
Thoughts of your traditional marketing efforts may be swirling through your head. This is
probably inevitable, especially if you've already formed a successful merger of traditional and
digital marketing tactics (Digiorgio, 2016).
Digital Marketing and social media can procure the monetary aspects.
By the benefits of the social media platform it helps to procure and protect the right
optimum of the capitalism for the unwanted expenses in business activity. It helps to reach the
consumer through rapid way as well as it also save the time management which is most essential
part of the business perspective(Heinze and et. al., 2020).
As above two factor of strategies are concerned for the digital marketing point of view
where it helps making the flow of the digital marketing opportunity that enhance the hospitality
industry to grow in the market as per to gaining as much the consumer.
Chapter 3: Literature review conclusion
As above discussion of the factor of digital marketing as per the hospitality industry that
makes the positive environment in the hotels scenario by promoting the brand of the business
and the making the awareness among within the public to scrutinize the digital platforms where
the factor enrich to having the aspects for making a website in the digital platform it help
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through social media platform like Facebook LinkdIn Twitter and other sources to promote the
information about the business where direct consumer will connect through it. The strategies
which are proposed to the having of digital marketing for todays business and its impact as for
benefits are valuable as well as the negative aspects to overcame form this source of digital
media platform (Hudson and Hudson, 2017).
REFERENCES
Books and journal
Neirotti, P., Raguseo, E. and Paolucci, E., 2016. Are customers’ reviews creating value in the
hospitality industry? Exploring the moderating effects of market positioning.
International Journal of Information Management, 36(6). pp.1133-1143.
Jorge, F and et. al., 2018, March. A Conceptual Research Model Proposal of Digital Marketing
Adoption and Impact on Low Density Tourism Regions. In World Conference on
Information Systems and Technologies (pp. 528-537). Springer, Cham.
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Semeradova, T. and Vávrová, J.N., 2016. Using a systemic approach to assess Internet marketing
communication within hospitality industry. Tourism Management Perspectives. 20.
pp.276-289.
Saura, J.R., and et. al., 2019. Digital marketing strategies based on the e-business model:
Literature review and future directions. In Organizational Transformation and Managing
Innovation in the Fourth Industrial Revolution (pp. 86-103). IGI Global.
Boella, M.J. and Goss-Turner, S., 2019. Human resource management in the hospitality
industry: A guide to best practice. Routledge.
Floričić, T., 2016. INNOVATIOVE DIGITAL MARKETING OF SME HOTELS. In Innovation
Management, Entrepreneurship and Corporate Sustainability (IMECS 2016) (pp. 189-
202). Vysoká škola ekonomická v Praze.
Heinze, A and et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Digiorgio, V., 2016. Impact of promotional tools on reservation channels management: a
descriptive model of Italian accommodation facilities. Information Technology &
Tourism. 16(4). pp.347-373.
Thach, L., Lease, T. and Barton, M., 2016. Exploring the impact of social media practices on
wine sales in US wineries. Journal of Direct, Data and Digital Marketing Practice.
17(4). pp.272-283.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
Online:
Nathalie Laroyenne, 2018. 7 Advantages of Digital Marketing in Hospitality Industry. [Online]
Available Through:< https://blog.wikhotel360.com/digital-marketing-in-hospitality-
industry/>.
Deshpande. I, 2020.What Is Digital Marketing? Definition, Types, Best Practices with Examples.
[Online] Available Through:< https://www.martechadvisor.com/articles/content-
marketing/what-is-digital-marketing/ >.
Avijit Arya, 2016. How important is Digital Marketing for Indian Hospitality Industry?
Definition, Types, Best Practices with Examples. [Online] Available Through:<
http://bwhotelier.businessworld.in/article/How-important-is-Digital-Marketing-for-
Indian-Hospitality-Industry-/22-01-2016-95246/ >.
Angie Geffen, 2017. Biggest Challenges for Digital Marketing 2017. [Online] Available
Through:< https://www.business2community.com/digital-marketing/biggest-challenges-
digital-marketing-2017-01790253>.
Wroblewski. M, 2028. The Positive & Negative Impact of Digital Media on Business. [Online]
Available Through:< https://smallbusiness.chron.com/positive-negative-impact-digital-
media-business-20910.html >.
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