Hilton Hotel's Integrated Marketing Communication Strategy Report

This report provides an overview of integrated marketing communications, focusing on the different types of marketing channels and how they help in meeting organizational objectives, using Hilton Hotels as a case study. It details the creation of communication objectives for specific organizational situations, justifying the selection and integration of communication channels. The report critically evaluates the marketing communication plan in relation to communication strategy, channel choice, and creative content, while also understanding the customer decision-making process. Finally, it touches upon the execution of the marketing communication plan, emphasizing the importance of business awareness, delivering information, and stimulating information through strategies like the AIDA model. Desklib offers a wide range of solved assignments and study resources for students.

INTEGRATED
MARKETNG
COMMUNICATIONS

Contents
INTRODUCTION......................................................................................................................3
TASK.........................................................................................................................................3
What are the different types of marketing channels and how it help in meeting
organizational objectives........................................................................................................3
Create objectives of communication for specific organizational situation............................5
Justification for chosen selection and integration of communication channels.....................7
Critically evaluate the plan of marketing communication in relation to communication
strategy, channel choice, creative content..............................................................................7
Understanding customer decision making process................................................................9
Executing the marketing communication plan.....................................................................10
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12

INTRODUCTION
The marketing communication is refers to of many different channels of marketing and it is
individual of the most complicated as well as it has important aspects of the marketing
department. It has promotion of their branding, packaging, sales and public relations which
have direct marketing, printed materials, profession exhibitions, financial support, exhibition,
online marketing, and other mediums can all be used to communicate marketing messages.
Integrated marketing communication is a strategy that allows a company to promote and
extend its communication message and efforts by combining numerous tactics that can be
implemented simultaneously. In the Hilton Hotels and Resorts, it is a worldwide hotel chain
that provides hospitality services and is the star brand of an international American
corporation (Camit, 2022). Conrad Nicholson Hilton founded the hotel chain, which is
involved in the hospitality business. The company is based in the United States and caters to
both business and leisure tourists. Conrad Hilton bought his first hotel in Mobley, Texas, in
1919, and the Hilton hotel business was born. Hilton hotels have improved their strategy and
operations over time, and due to rapid technological advancements, they now provide digital
services that can make clients' stays distinctive and memorable. The hotel chain, which has
18 brands around the world, focuses on providing a safe and comfortable environment. The
purpose of this research is to define different marketing channels and how they might assist a
company in attaining its communication goals.
TASK
What are the different types of marketing channels and how it help in meeting organizational
objectives
People, organizations, and activities form the basis of the marketing channel, which aids in
the transfer of ownership of products and services. Marketing channels, also known as
distribution channels, are methods that assist organizations in sharing and providing products
and goods to their customers. In the case of Hilton, marketing channels provide access to a
medium that enables a firm to communicate with its clients and provide excellent customer
care (Ferreira and Fino, 2020). Marketing channels assist businesses in communicating their
organizational message, which can improve industry goodwill, promote client involvement,
and satisfy all corporate goals. Businesses can use a variety of marketing channels to interact

according to their customers; few marketing channels is utilized by Hilton to communicate
with customer are briefly explained below:
 Relation with Public: In these Public relations, it refers to the marketing channels
which have medium that assists businesses for establishing relationships with their
customers. This marketing strategy focuses on establishing a positive brand image for
a company in the sector (Galupino, 2021). Lack of control is one of the most
significant disadvantages encountered when establishing public relations marketing
communication channels.
Critical evaluation: The benefits of a public relations strategy include reaching out to a
target market that is exposed to more specific data and information at the time of
promotion. It is assumed that the story is addressed within adverts, depending on the
media outlet.
 Digital marketing: Due to technological advancements, digital marketing platforms,
also known as internet marketing, have become a major interest of many firms for
advertising and communicating with customers on a large scale. This mode of
communication has the potential to boost global competition, raise prices owing to
increased openness, and increase reliance on technology (Gavino, 2021). Hilton hotels
also embraced digital marketing systems, which assisted them in using data-driven
strategies to make informed judgments.
Critical evaluation: Companies can use digital marketing to boost the number of
potential clients. For businesses, it represents a worldwide reach opportunity. When a
digital marketing campaign is well-planned and effectively targeted, it is possible to reach
the right clients at a lesser cost than marketing methods.
 Impact of social media marketing: It refers to that type of social media marketing or
channel of marketing that allows businesses to communicate to their customers and it
easily capture the market share. The social media channel allows a company to
communicate with a larger number of their customers and to build a huge network
which help management to do their business growth and expansion (Ibas, 2022).
Because it is very time-consuming process, this form a marketing channel which
hides the possibility of achieving objectives.

Critical evaluation: Companies can use social media marketing to reach a large pool of
potential clients. It's a time-consuming process, but it's a successful marketing technique.
This strategy is determined by marketing goals and the development of app in mobile
devices. It is one of the most significant benefits of social media marketing is that it allows to
communicate with their clients on a personal level. This marketing strategy aids businesses in
reaching their target customers as quickly as possible.
 Advertising: Advertising is a marketing communication approach that helps a
company delivers its message to customers in a way that increases customer
engagement and provides great customer service that meets customer expectations
(Lacanlale, 2022). These channels of communication have the potential to erode
social values, cause buyer confusion, and incur expensive costs, all of which can
obstruct the organization's ability to fulfill its goals.
Critical evaluation: Hilton conveys its organizational aims and message to customers using
advertising as a communication medium, which allows the hotel chain to attract more
customers and strengthen their market share, as advertising is a strategy that helps a firm
target a larger number of customers. Advertising's is having a huge drawback which directly
impact on their brand's image and status.
Create objectives of communication for specific organizational situation
There are a number of organizational goals that rely on efficient communication and
delivering company messages to the industry. It allows businesses to transmit their message
to clients and develop strong interpersonal relationships with them through the use of
business communication (Laverie, Humphrey and Bolton, 2018). The following are the
Hilton hotels' communication goals are:
Business awareness: The hospitality industry has been quickly expanding and now accounts
for a large portion of the market. The hospitality sector use a variety of tools and approaches
for communicating with consumers. It assists businesses in increasing their exposure and
brand value in the industry, which leads to improved customer engagement, using various
tools and communication approaches.
Delivering information: It assists clients in their purchase process by offering information
about the company's products and services, allowing them to make quick purchasing
decisions. The information provided about an organization's products and services assists

customers in determining the differences between the items and services offered by
competitors (Liang and Wang, 2021). In the case of Hilton hotels, the company focuses on
providing accurate and complete descriptions of the hotel chain's products and services, and it
assists them in building strong relationships with their clients by assisting them in making
decisions and meeting consumer satisfaction.
Stimulating information: Business communication strategies aid in creating demand for the
organization's products and services. Support businesses in expanding sales, creating larger
revenues, and optimizing profits by stimulating the knowledge acquired with the use of
various studies (Littlefield, Sellnow and Sellnow, 2021). For inspiring information which is
used by Hilton hotels that it ensures all data which is captured and maintained in their
database, allowing them to have a enhanced understanding of market demand for their
products and services.
The above-mentioned SMART targets will be met in terms of achieving communication
objectives. Within a four-month period, the organization will develop initiatives to improve
their business awareness in regard to increasing consumer engagement, which will help them
obtain a competitive advantage (Mata, 2021). Within the next five months, Hilton plans to
give information to their customers that will aid in influencing customer decisions. Such
approaches will assist the firm in increasing revenue and optimizing corporate profitability.
The achievement of these goals can be determined by determining the company's
profitability.
Marketing of AIDA model
Attention: It is has high-end hotel chain. It is the power to draw in a large number of
potential clients. It is critical to draw people's attention to the hotel's marketing campaigns.
This is accomplished through managing market competition.
Interest: Marketing is critical in capturing the attention of potential clients. Individuals
seeking information about Hilton's services can get it from the Hilton hotel.
Desire: It is critical to promote and advertise the hotel to the general public. This aids in the
promotion of the brand's image and awareness (Pavenkov and Rubtcova, 2019). Hilton uses
catchy taglines in its advertisements to ensure that consumers remember the property.

Action: Hilton's purpose is to increase the number of potential consumers by promoting and
advertising the hotel. The activity must be appropriately evaluated in order to manage
Hilton's brand value within the market.
Justification for chosen selection and integration of communication channels
Many organizations can use a variety of communication and marketing channels to
communicate with their customers and boost customer engagement. In the case of Hilton
Hotels, the hotel chain employs social media marketing channels to communicate with a large
number of clients across a large geographic area and raise corporate recognition. Hilton
Hotels has benefited from social media marketing and benefits are explained below:
Connect their customers with organization: The hotel industry which has been quickly
expanding and now accounts for a large portion of the market. The sector uses a variety of
tools and approaches in order to communicate with clients. Hilton hotels achieve its
communication objectives by employing effective communication techniques, which aid in
recruiting and maintaining a large number of clients (Pavenkov and Rubtcova, 2019). It is
critical to create commercials in a way which have generated emotions in the minds of clients
in order to make them feel related to the firm.
Collect information of their customer: On the social media platforms and channels are
beneficial to businesses because they provide a platform for customers to communicate with
them. Customers connect more on social media sites, which helps to build a solid, amicable
relationship with them. In the case of the Hilton hotel, social media channels are platforms
where the corporation posts photographs, videos, offers, and information about their products
and services, as well as providing a forum for consumers to share their opinions and
experiences. It is stated that gathering relevant data is critical because it aids in the creation of
more effective advertisements.
Enhance brand recognition and value: Social media platforms assist businesses in
gathering all necessary information about customers through the use of a strong customer
database, which can aid in understanding customer demands and opinions, as well as
developing strategies to meet their demand of customers and to reach the large number of
customers. It assists a business in examine the client expectations by gathering data.
Facebook will assist in enhancing the brand value of their firm within the hospitality industry
by using advertisements, online marketing, and social media accounts, like Instagram. It is
necessary to manage advertising in order to maximize its efficacy.

Critically evaluate the plan of marketing communication in relation to communication
strategy, channel choice, creative content
Identification of channels of marketing communication
Before creating it is combined marketing communication plan, a company must recognize
all different ways of communication means which can be used to interact with their clients.
As part of the construction of a combined market which prepared a plan for communication,
Hilton hotels must recognize their target market, audience, and collecting important
information about their consumers which may aid them in resolving difficulties. The Hilton
hotel, for example, will employ a number of marketing communication channels, some of
which are described below:
 Social media marketing is a type of marketing that allows a company to connect with
its customers through social media. Hilton hotel promotes and advertises its products
and services with the use of social media marketing and digital marketing platforms.
This marketing strategy also aids businesses in improving their market position by
fostering to develop strong customer relationships.
 Content marketing is refers to marketing procedure that uses online platforms and
many different contents like blogs, photos, videos, and articles which are posted
through various forms like blog content, video marketing, premium content, dynamic
websites, and it helps in increasing customer to insight towards their business
(Rakhmanova, Smykova and Rakhmanova, 2021). It is also a useful market practice
which is used for influencing their customer for decision making this can be used to
influence their customer in decision making.
The marketing communication plan will be focused on establishing objectives that the firm
will follow in order to achieve the intended results. The plan will define the situational
analysis and build a unique selling proposition (USP) for the company, allowing it to attract
more customers and acquire a competitive edge. The hotel chain will employ a variety of
online platforms, like Instagram and Facebook, to raise brand awareness in the sector and
earn more income.
Developing plan for marketing communication
It is necessary to assess the communication channels that will be employed in order to
establish an integrated marketing communication plan, since this will aid in the development
of an organization's marketing strategy (Rubtcova and Pavenkov, 2019). The target markets'

audience, the company's content, and the cadence must all be emphasized in the integrated
market communication plan. These three determinants will be the focus of the Hilton hotel's
integrated marketing communication plan, which will be outlined below:
SMART GOALS:
 To boost Hilton's brand value by 10% in six months by marketing services on social
media platforms.
 To boost Hilton's brand value by 10% in six months by marketing services on social
media platforms.
Target Audience: This is one of the most important components of a business strategy since
it helps a company identify their target market and users, which help them build more
efficient marketing methods. Businesses use unique channels to reach a huge number of
customers, allowing them to target a diverse group of customers and boost customer
engagement (Zwerin, Clarke and Clarke III, 2020). If a company wants to target millennial, it
should use Instagram because it will result in greater consumer contact; on the other hand, if
a company wants to target baby boomers, it should use Facebook.
Content: Because content is the route through which a company's message will be
communicated to customers, businesses must focus on creating and distributing information
that will help them attract more customers. The material should primarily target the
company's target audience, which can be handled through a database. This will assist a
company in developing engaging and effective content that will attract more customers,
resulting in increased revenues and profits.
Cadence: An organization must understand and analyses the mechanism by which a
customer obtains the information they have provided (Shashkova, 2018). By utilizing
numerous platforms and media channels, it may assist an organization in acquiring crucial
information that will provide deeper insight to the company and its customers.
Understanding customer decision making process
Customers' purchasing decisions are supported by components in an integrated marketing
communication plan. In the case of the Hilton hotel, this assist a corporation in satisfying
client desires, which may meet assisting to their customers in decisions- making when they
purchasing there any products or services, resulting in maximum customer happiness

(Tamayo, 2021). In order to make an effective decision, a client needs to be certain about the
company's services and products satisfy their requirements and classify the issues.
Executing the plan for marketing communication
Now, it is final stage of this process, which helps an enterprise to develop a market
communication strategy to communicate with customers and increase user engagement. A
corporation needs to use calendars to check that their content has reached the appropriate
number of customers on time when they implementing plan for marketing communication
(Wang, 2021). Hilton will be able to efficiently implement the marketing communication
plan and acquire improved customer insight with the help of automation tools. The
organization's next step will be to identify a target market that can assist the hotel in
satisfying consumer demand by providing excellent customer service.

CONCLUSION
According to the data provided, the hotel industry is quickly expanding and plays a critical
role in market and economic growth. Marketing channels are a type of medium that aids
businesses in promoting their goods and services in a way that meets customer demand and
satisfaction, as well as providing opportunities for businesses to grow their revenue and
profits. Many hospitality firms have benefited from technological advancements as a result of
the constant shift in technology. Marketing channels also assist a company in achieving its
communication goals by providing a platform on which it may continuously promote its
products and services while also interacting with clients to suit their needs. To summary, an
integrated marketing communication method aids a company in establishing brand
recognition by disseminating organizational communication messages to customers across
various marketing channels, hence increasing brand value and goodwill in the industry. It
assists businesses in communicating with a large number of clients and provides an
opportunity and platform for businesses to showcase their products and services by utilizing
various marketing tactics and technologies. Such platforms assist a firm in raising brand
awareness and attracting more customers, which can improve the company's position in the
industry.

REFERENCES
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