MKT302 Digital Marketing: Strategy Portfolio for Shangri-La Hotels

This report assesses Shangri-La Hotels' unsuccessful digital marketing strategy and proposes improvements using Facebook, Instagram, and Twitter. It identifies reasons for the brand's failure to meet consumer needs digitally, including a lack of a strong mission, inadequate understanding of the Oceania market, and poor communication. The report outlines strategies for each platform, such as setting SMART goals for Facebook, using relevant hashtags on Instagram, and focusing on customer relations on Twitter. The analysis emphasizes the importance of daily monitoring, engaging content, and adapting to customer feedback to enhance Shangri-La Hotels' digital presence. Desklib provides access to similar solved assignments and resources for students.

Running head: DIGITAL MARKETING PORTFOLIO
Digital Marketing Portfolio
Name of the Student
Name of the University
Author Note:

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Unsuccessful Digital Marketing Strategy....................................................................................2
Failure of Shangri-La Hotels in attracting consumer digitally....................................................3
Facebook as digital marketing strategy for Shangri-La Hotels Sydney......................................4
Instagram as digital marketing strategy for Shangri-La Hotels Sydney......................................5
Twitter as digital marketing strategy for Shangri-La Hotels.......................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
Shangri-La Hotels and Resorts is one of the most successful multinational hospitality
company. The Shangri-La Hotels at Sydney is one of the seven Hotels at Oceania region. The
global marketing strategy mainly requires some kind of effort but along with it does have various
kind of advantages. It mainly helps in ensuring the fact that marketing strategy is applied to this
organization is much better way. One of the biggest benefits of this organization is its global
operation in presence as a result of opportunity. It mainly tends to provide a proper
understanding of this organization where the organization can operate in global platform.
In the coming pages of the report, an idea has been provided with respect to unsuccessful
digital marketing strategy by Shangri-La Hotels Sydney. An identification has been done with
respect to target consumer the brand is focusing.
Discussion
Unsuccessful Digital Marketing Strategy
Shangri-La Hotels Sydney is unsuccessful in the Digital Marketing Strategy when it was
introduced in Australia. It tends to address massive kind of competition with other kind of
hospitality organizations along with a similar services of same and better quality. The following
are the reasons why Shangri-La Hotels Sydney has failed in digital marketing.
i. The hotel does not have any strong mission, vision or purpose for the digital
marketing. The digital marketing ideas does not match with the ideas proposed in
the website.

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ii. The organization does not have any adequate understanding of how the
hospitality industry runs in the Oceania. The lack of research results in
inadequate data
iii. Shangri-La Hotels Sydney have not been able to recognize the true competitor
and competitor’s potential. Learning from the competitors is essential which
Shangri-La Hotels Sydney has never done
iv. Shangri-La Hotels Sydney is not able to establish proper communication and
develop proper understanding regarding core communicators.
v. The organization has never been able to get a clear picture of their own services
and how defined persona can be positioned according to the services
vi. The digital plan was never properly documented. That is why Shangri-La Hotels
Sydney has been facing issues in team collaboration.
Failure of Shangri-La Hotels in attracting consumer digitally
Wring Measurement of Cost per Acquisition: It is well known fact that measurability is
among the best benefits of digital media. However, Shangri-La Hotels Sydney failed to define
the main metrics. The organization has not been able to concentrate properly on measurability
and it could not reach its desired visitors and viewers.
Assuming that Digital Marketing is a Part of Technology: Shangri-La Hotels Sydney
could not understand that the digital marketing should be controlled and monitored by the
marketing head. Instead, it was assumed to be integral part of technical department.
Considering Outsourcing as the Only Solution: Shangri-La Hotels Sydney did perceive
that digital marketing is completely handled by the digital marketing agencies. Because of this

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reason, the digital marketing approach was focused on the core business and objectives of
Shangri-La Hotels Sydney.
Facebook as digital marketing strategy for Shangri-La Hotels Sydney
Setting Goals: Setting the marketing goals should be the first step in Facebook marketing
strategy planning. These goals will illustrate what outcome Shangri-La Hotels Sydney is
expecting from Facebook marketing. It must answer whether the organization wants to achieve
increase website traffic or gain brand awareness. The goals will be set using SMART goals
approach. The SMART goals has five elements such as specific, measurable, attainable, realistic
and timely.
Pinpoint Target Audience: Reaching the right people will make the Facebook marketing
strategy half successful. For this reason, the target audience is extremely important. The
Facebook Ads Manager will allow Shangri-La Hotels Sydney to reach the right audience once
the target audience is recognized.
Setting the Budget: The calculation of monthly budget for Facebook marketing so that
each move taken into consideration can be analyzed in terms of feasibility.
Engage Content Planning: Drafting the content for the Facebook post is essential part of
the marketing. The contents illustrates the services Shangri-La Hotels Sydney provides and their
objectives.
Equally Engaging Advertisement Planning: In order to create quality Facebook
advertisements, various methods of generating engaging Facebook content can be applied. The
contents will include texts, videos and images.

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Daily Monitoring: Shangri-La Hotels Sydney must monitor their Facebook page daily.
Responding to the user comments and replying to the messages is essential part of establishing
proper bond between organization and customers.
A/B Split Test: Optimizing everything mentioned above is the final step in Facebook
marketing strategy. This optimization will reveal when most of the views are obtained or which
type of content is more popular.

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Instagram as digital marketing strategy for Shangri-La Hotels Sydney
Including hashtag: The hashtags are equally important as images in the instagram posts.
The hashtag has a great role in allowing the users out of Shangri-La Hotels Sydney’s current
follower sphere.
Becoming a Part of Instagram Community: In order to form relationship, the instagram
can be extremely useful. The intagram is all about creating a community.

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Recognizing Optimal Posting Frequency: Shangri-La Hotels Sydney can make a post
one and a half times per day. However, Shangri-La Hotels Sydney must identify the accurate
posting frequency by analyzing various factors.
Aligning the Images with Organization Vibe: Shangri-La Hotels Sydney will put
concentration on making the images contribute to identity of brand. Therefore, having a strong
brand identity is essential.
Optimizing Entire Profile: The process of optimizing the Instagram profile is very easy.
However, the impact of properly optimized Instagram profile can be extremely beneficial.
Using the Right Tools for Streamlining the Effort: Shangri-La Hotels Sydney must use
other applications like Incosquare with the Instagram application. In order to schedule the post,
Shangri-La Hotels can use the Schedugram tool. Piqora can assist in searching engaging posts
for Shangri-La Hotels to share with the audience.
Using Instagram Advertisement: Shangri-La Hotels can use the Instagram
advertisements. The advertisements will be created in the Power Editor or Facebook ad Creation.

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Twitter as digital marketing strategy for Shangri-La Hotels
There are mainly four terminology in the twitter such as mentions, retweets, messages
and hashtags. Using these four terminologies, Shangri-La Hotels will execute their strategies for
Twitter marketing. The following are twitter marketing strategies.
Focusing on Customer Relation: It is very important to engage with the customers who
mention Shangri-La Hotels. Shangri-La Hotels has not been responding to the customers using
twitter. The organization should also concentrate on providing response more frequently and
quickly.