Digital Marketing Strategy Analysis: Love Holidays and Booking.com

This report analyzes the digital marketing strategies of Love Holidays, a rapidly growing online travel agency, and compares it to Booking.com. It begins with an introduction to digital technology in business and a company overview of Love Holidays, including its mission and guiding principles. The report then examines the macro-environmental factors influencing the success of digital marketing campaigns, using a PESTLE analysis to identify political, economic, social, technological, environmental, and legal factors. Task 2 critically evaluates the role of social media in building brands, comparing Love Holidays and Booking.com's approaches, including their use of stories, content strategies, and personalized advertising. The report also highlights the risks of negative publicity and security breaches. Task 3 analyzes how modern organizations integrate traditional and digital marketing, emphasizing the importance of a combined approach (Marketing 4.0) to build awareness, drive consumer demand, and foster customer relationships. The report concludes by summarizing the key findings and insights.

Digital Marketing Strategy

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Task 1...............................................................................................................................................3
Company overview......................................................................................................................3
Pestle factors influencing success of digital marketing campaigns.............................................3
TASK 2............................................................................................................................................5
Critical evaluation of social media in building up brands between the love holidays and
booking .com...............................................................................................................................5
TASK 3............................................................................................................................................7
Analyse how modern organization is integrating up traditional marketing with digital
marketing.....................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital technology involvements in business is nowadays abroad topic covering out
different types of initiatives combining up the different needs of stakeholders. This is helping out
in changing up business interaction in respect to customer and employees with use of
technology. Digitalization in helping in significant improvements for internal process by making
it more efficient. Love holidays are the one largest online travel agency in United Kingdom
growing up rapidly dealing in different holiday deals across the globe.
In this report, there will be discussion on macro environmental factors which is influencing
the success of their digital marketing campaign. Additionally, there will be critical evaluation of
the social web in building up brands comparing with two organization that will be love holidays
and booking.com. beside this, there will be modern organization integration with traditional and
digital marketing to achieve up strategic objectives.
MAIN BODY
Task 1
Company overview
Love holidays is the fasted growing online travel agency established in the year 2012
headquartered in Hammersmith, England. As per The Sunday Times BDO Profit Track 100
2019, the company have been ranked as first having up the fastest growing profit as comparative
to any private UK company over preceding three years. The company have following mission
making up the fast moving tech company’s revolutionising way consumer are searching up the
holidays online. Love holidays is looking into four guiding principles as they are entrepreneurs,
writing up everything with pencil along with having proper speed organizations. Hence, they
believe in team working.
Pestle factors influencing success of digital marketing campaigns
Pestle analysis is analysis of factors in macro environment and affects business and its
success. Political factors also have influence on digital marketing campaign and success of
digital marketing campaign of an organisation. Organisation can identify opportunity and threats
with pestle analysis and this is why it is very crucial in success of digital marketing of Love
holiday.
Political factors
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Political factor is concerned with political elements of UK and political stability in UK.
Political factors play important role in creation and implementation of different regulations and
rules to govern activities of business.
Political factors affecting digital marketing campaign of Love holiday involve digital
marketing protocols and data protection regulations (Hanlon, 2019). Brexit element is an factor
affecting element for Love Holiday and its digital marketing. Digital marketing involves
targeting customers and this requires collection of data of customers and this is why it is very
important to gather data of audience to identify and understand their interest. Data protection and
restriction on collection of data create difficulty for digital marketing. Specifically, Omni
channel digital marketing campaign that are significantly based on data collection and
distribution on different channels, this success can negatively affect success of digital marketing,
Economic factors
This is another factor affecting and influencing digital marketing and its success.
Economic factors affecting digital marketing include cost of digital marketing and its resources
in UK. Economical factor for digital marketing also involves infrastructural development within
country, specifically related to internet infrastructure that enables audience of target market to
access internet and digital marketing channels. This has significant impact on success of digital
marketing. In context of UK these factors are in favour as UK has one of the best infrastructures
and also majority of people have access to internet and digital channels. This is a opportunity and
favour for Love holiday’s digital marketing campaign.
Social factors
Social factor involve factors and elements of macro environment that involve customers
and audience of UK and their opinion and actions affecting success of different factors. Social
factor affecting digital marketing of Love holiday involves determination regarding channels to
utilise for digital marketing. It is important to select channel through which it can connect with
highest number of potential customer and target market (Saini, 2017). This means that it is
important to target customers through right channels. This means that there are several channels
and these channels are increasing day by day and among all these channels which channel is
capable of engaging most customers is one to be selected by Love holiday for digital marketing.
Technological factors
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Digital marketing is no different from technology, this is because digital marketing is
completely based on technology, and this make is most influencing factor for digital marketing
(Herhausen and et.al., 2020). Technological factors affecting digital marketing involves digital
marketing of competitors, technology for creating and implementing effective and attractive
digital marketing content. Technology factors for Love holiday involves identifying and
developing new ways to connect with audience digitally and undertaking personalisation and
focusing on seamless experience of customers while interacting and engaging with Love holiday.
Environmental factors
Protecting up the environments is considered as one of most important concern and
sensitive matter todays. Love holiday is looking the environmental responsibility in orders to
have determination in tour operator success. There is major concern over greenhouse gas
emission and their respective implication in changing climate. According to global warming in
2020 looking at the thousands of tourists across the globe looking at concern to have protection
of environments. Love holiday is paying up major focus on ISO 14001 environmental standards
On the other hand, aviation industry is facing up problems in rolling out the new planes which
have fuel efficient engines having less carbon emissions.
Legal factor
The civil aviation authority has implication of ATOL regulation over the differ travel
agencies business who are advertising up the sell air exclusive holidays. This is creating up the
barrier in the business of different travels agency such as Love holidays, TUI and many more.
BREXIT have created up major level of European and other national restriction causing up loss
to airline and tour operating licences creating up negative impact of tourism business (Chaffey
and Smith, 2017). for the tourism industry, there ae several periodic changing up in laws and
regulation leading to have various license and permits. In addition to that’s there is broad range
of labour requirements, environmental and health safety regulations looking to have jurisdiction
in field they operate.
TASK 2
Critical evaluation of social media in building up brands between the love holidays and
booking .com.
Social media is the essential aspects for building up the brands as it is helping out
companies to make connection with potential customer in sincere level and manner. The rise of
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social media in companies are helping out to establish proper communication with real time
consumers by letting their voice to be heard. Depending on the recognition of trends love
holiday are using up the social media stories turning out to be marketing staples in the current
era. stories are working putto have directs communications with the help of image and videos
polishing up the marketing material in every sense. In addition to that on brand social media
stories are looking at the different platform such as Instagram, Facebook and Snapcash.
On the other hand, booking.com is the online travel agencies for lodging up reservation having
the primary revenue source of United States-based Booking Holdings and is headquartered in
Amsterdam. booking .com is having the official account on different social media platform
basically on Instagram and face. on Instagram currently have 1096 post having out the 1.3
million followers (Kannan, 2017). In the year 2015, the European union have warned up the
booking.com is one of the several internet firm that is reaching point market dominances beyond
the point of no return.
On the other hand, love holidays are looking to have defined content strategy which is
purely the text-based promo hooking up with their amazing videos and content being put out.
This is helping out their firm in gaining up the extra exposure such as sharing up holiday spirts
through creative storytelling of brand. This is creating up major impact on increasing sales
showing up brand personality for nurturing up costumer relationships. On the other hand, it is
creating up negative impact as the social media posted have maximum risk to be highjacked by
the troll getting the maximum negative publicity. Trolling basically lead to major damage to
brand image which can happen up to a post online. booking.com is getting up the major level of
risk in creating up possibility of the security breach containing up to have lot of damage to brand
in America.
Moving next love holiday is looking into personalized advertising in the battle of
winning up customer attentions in the major world of competition. Retargeting is the basic
optimisation of idea of love holidays in targeting up the online advertising customer. This is
helping out brands to get in way of personalized offering to the different visitors regarding their
onsite behaviours. This will be helping in creation and building up of brand awareness, acquiring
up maximum customers and stealing away market share from competitors. But it is very
important for business to looking into the constant monitoring in manner of successfully
engaging up with business clients, answering for feedbacks and significant portion looking to
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keep up social media. On the other hand, booking.com is looking to have cross-sell a upsell with
existing customers. This will be such as boosting up sales with the help of geo targeting creating
up better opportunity with making message more relevant (De Pelsmacker, Van Tilburg and
Holthof, 2018.). Booking.com is having proper organization of the thanksgiving campaign to
America, or something around looking into aspect of Southern Hemisphere vs. Northern
Hemisphere which is majorly targeting up there a warm-weather deal to customers in Australia
and New Zealand, for example. Or even better, match summer essentials with upcoming
holidays. But there is major risk as the whole organization is never totally involved in the social
media strategy. Organization have need to put up their proper level of trusting sessions. This is
the approach of having their stage of campaign looking the organization to reside on same page.
Hence, it no matter in which business, the firm is operating but social media advertising
in the looking to have the future of marketing. This have power to make profit on simultaneously
manner along with genuinely engaging with core and new customer which is need into gains
customer attention.
TASK 3
Analyse how modern organization is integrating up traditional marketing with digital marketing.
Prior to purchase, consumer is the need to be treated as target. In the traditional
marketing, customer is considered to be kings who are looking to have major shifts in the
customer case approaches and customer service perspective. The company is helping out to have
the genuine concern and demonstrations by making up the proper listening, responding and
consistently following up term which are dedicated with both company and consumer (Chaffey,
2019). On the other hand, digital marketing is not the one which can be replace by traditional
marketing. These two have need make its co existences with interchanging respective roles
across the consumer path. Marketing 4.0 is an approach that combines online and offline
interaction between companies and consumers, blends style with substance in building brands,
and ultimately complements machine-to-machine connectivity with human-to-human touch to
strengthen consumer engagement. In the starting, traditional marketing in company is paying up
the major roles in building company awareness and interest of customer.
In the continuous increase in process creating up consumer demand with closer relationship
with companies, digital marketing come into role. this will be helping in driving out company
actions and proper advocacy in systematic manner. this is because the digital marketing is more
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accountable as compare to traditional marketing focussing up driving out major results whereas
traditional is helping out in initiating the major level of customer interaction in better manner
(Confos and Davis, 2016). hence this approach is helping out in to have marker with transitions
into the digital economy redefending up key concepts of marketing making up ultimate goals of
winning in consumer advocacy.
Traditional marketing
This marketing is the concept which is enduring up better methods encompassing of various
strategies regarding selling up of company product in better manner. Traditional marketing is
getting up to have better customer reach but to the limited extend. there are various advantage
and disadvantage of the traditional marketing in the love holiday travel agencies.
Advantage
 In the traditional marketing the reach of the company will be very specific
customers. These are the one who are not utilizing the internet and other browsing
updates.
 In this approach, there is face to face interactions looking up as personalized
marketing strategy in order to gains up reorganization regarding brands and services’
 Love holiday is looking to have tangible offers referring to ads or product in which
client came into the contact during the leisure time such as newspaper and
advertisements.
 The company can look into service testing as the proven method of quality and
equality.
Disadvantage
 The traditional marketing has been considered as expensive such as putting the
different advertisement on television, radio, or printed ads tends to be pricey for both
small and mid-sized businesses.
 In the traditional marketing, it is quite difficult in manner of measuring up
conversion rate. this is making out difficult to have a good understanding of the
efficiency of ads and the results they offer.
 this marketing techniques is the forced strategy selling up the product to customer as
he has seen up the service for first.
 This is also having disadvantage due to high time-consuming process.
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Digital marketing
The only marketing has been dividing into the proper basic fundamental as online presence,
traffic attraction, and traffic conversion. This have been established as on social media building
up customer confidence on relation to services.
Advantage
 This process is considered to be cost efficient as comparative to traditional
marketing.
 Result efficient is considered to be important aspect of online marketing as this is
successful in showing up page was visited, call tracking, and even footage of what
the consumer have seen in your site.
 Specific marketing is selling to a particular group of clients looking them into
specific countries, states, and even zip codes.
 Competition is done by online marketing with big businesses and even popular
brands.
Disadvantage
 Online marketing is complex in nature as it will be demanding major attention, focus
, determination and time.
 Fraud or less level of truth is shown on online marketing creating doubt on certain
services and products.
CONCLUSION
From the above file, it can be concluded as Digitalization in helping in significant
improvements for internal process by making it more efficient. Pestle analysis is analysis of
factors in macro environment and affects business and its success (Behera and et.al., 2020).
Omni channel digital marketing campaign requires collection of data of customers for success of
digital marketing, Love holiday involves determination regarding channels to utilise for digital
marketing. Trolling basically lead to major damage to brand image which can happen up to a
post online. Digital marketing is not the one which can be replace by traditional marketing. The
digital economy redefending up key concepts of marketing making up ultimate goals of winning
in consumer advocacy.
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REFERENCES
Books and Journals
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Saini, R., 2017. Digital marketing. International Journal in Management & Social Science. 5(1).
pp.239-240.
Herhausen, D. and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management, 90. pp.276-290.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1).pp.22-45.
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.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
Behera, R.K and et.al., 2020. Personalized digital marketing recommender engine. Journal of
Retailing and Consumer Services, 53. p.101799.
Online
Integrating Traditional & Digital Marketing.2019. [online]. Available through
< marktruelson.com/integrating-traditional-digital-marketing/>
The importance of combining digital with traditional marketing.2020. [online]. Available
throughhttps://digitalagencynetwork.com/importance-combining-digital-traditional-marketing/
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