Analysis of Internet Marketing Strategies for Hilton Hotel

This report analyzes the internet marketing strategies employed by Hilton Hotel, examining various elements such as digital presence, social media marketing, and promotional techniques. It delves into the internet marketing mix, encompassing product, price, place, and promotion, and compares the effectiveness of different e-tools including web portals, search engine optimization, and social media. The report also explores interactive order processing, outlining the steps from order processing to payment. Furthermore, it investigates search engine marketing mechanics, opt-in email marketing, online public relations best practices, and the use of digital media communities. The study also covers secondary market research, online survey design, and electronic customer relationship marketing, culminating in an internet marketing plan and a discussion of pay-per-click advertising. The report aims to provide a comprehensive overview of how Hilton utilizes digital marketing to promote its brand and attract consumers.

Internet Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Internet marketing elements.............................................................................................1
1.2 Internet marketing mix.....................................................................................................2
1.3 Comparing e-tools............................................................................................................3
1.4 Interactive order processing.............................................................................................4
TASK 2............................................................................................................................................5
2.1 Mechanics of search engine marketing............................................................................5
2.2 Opt-in email marketing newsletter...................................................................................6
2.3 Guidelines for best practice in online public relations.....................................................6
2.4 How businesses can use new digital media communities................................................7
TASK 3............................................................................................................................................8
3.1 Conducting secondary market research............................................................................8
3.2 Designing an online survey..............................................................................................9
3.3 Demonstrating the use of electronic customer relationship marketing..........................11
TASK 4..........................................................................................................................................12
4.1 Outlining internet marketing plan..................................................................................12
4.2 Pay per click advertising................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Online advertising is the most common platform which has been used by businesses in
order to connect with their consumers. It is also an effective method of promoting goods which
involves e-mail marketing, SEM and social media marketing. However, in the current era of
globalization, organization needs to undertake such method of advertising which helps the firm
to integrate advertisements in the form of online content and enhance the popularity and brand
image of the company in the marketplace. Nowadays, internet has been proven to become a
common tool which assists firms to carry out direct selling activity by attracting consumers
towards business (Hanson and Kalyanam, 2007).
Moreover, main purpose of carrying out this study is to develop abilities in order to
analyze complex online media marketing so that independent promotional work can be carried
out by the advertiser. Internet marketing has been assessed as an effective business model. It
helps organization to present the product online and also provide required details regarding its
features, price, competitive advantage etc. to influence consumers in regard to purchase of the
product. In the current study, Hilton Hotel has been undertaken which is an international chain of
full service hotels (Lin and Huang, 2006). Its business is carried out in 78 countries which
consist of 530 hotels around the world. The report showcases the use and importance of digital
media marketing in order to promote the brand and attract the consumers. Further, an interactive
order processing has been carried out that involves order processing, online confirmation and
delivery information etc.
TASK 1
1.1 Internet marketing elements
Marketing through internet is the best way through which business can promote its
products and services to its worldwide consumers. Thus, firm undertakes such platform through
using varied elements such as social media, e-mail marketing, mobile marketing and pay per
click etc. All these are innovative methods of promoting the merchandise and influences
consumers to acquire the goods. There are varied elements of online advertising that helps in
carrying out the promotional activity of the firm (Taylor and England, 2006). These are
discussed underneath-
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 Digital presence- It can be assessed that in the 21st century, it is crucial for the firm to
develop an effectual internet presence. It is essential for the company to influence
consumers in comparison to their rivals. Internet is the best way through which firm can
promote its products and services and influence people to purchase the products. Thus,
Hilton promotes its unique services and best quality hotel rooms to its worldwide
customers through internet. Also, it helps them to deliver detailed information regarding
the products and services which are available. However, such element helps in effectual
marketing of products and services so that target consumers can be attracted towards the
firm to use the services (Tsai, 2006).
 Social media marketing- It is another crucial element of online advertising. Business
uses such method to promote its products and services among youth. Because they are the
main users of social media and thus they can be easily informed regarding the hotel
packages and attractive discounts on group bookings. Through such tool, large number of
mass can be contacted at one time and thus will help in enhancing the sales and
profitability of firm in the marketplace (Ioakimidis, 2010).
 Promotion- Such element of online marketing assists Hilton to promote and market its
merchandise and services through using web portals. Business is required to minimize its
traditional marketing methods and carry out online promotion which helps the firm to
save its cost and time. Also, the main advantage is that it helps in promoting the services
and products to a wide range of consumers (Sheehan, 2010). Online promotion assists
Hilton to attract varied customers and enhance the sales of firm.
1.2 Internet marketing mix
Online marketing mix involves 4 P's such as product, place, promotion and price.
However, it is essential for the organization to consider the marketing mix elements in order to
promote the products and services and attract target market. The marketing department of Hilton
needs to assess the demand of quality services in market and thus undertakes effectual marketing
tactics that helps in promoting the products and services so that sales can be raised (Jensen,
2008). Following are the elements of marketing mix consist by Hilton hotel.
 Product- Hilton is required to focus on delivering information regarding its range of
products and services available for consumers with the help of online marketing.
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Marketing products through web helps the business to gain target consumers and thus
helps in improving the brand image of firm in market.
 Price- Hotel provides the required information regarding its price of different rooms on
internet so that consumers can compare it with different competitors available and thus
choose the best suitable hotel for stay. Therefore, it is essential for the hotel to provide
the best affordable prices to consumers so that they are influenced to confirm their rooms
booking in Hilton (Heymann-Reder, 2012).
 Place- Digital marketing also assists the consumers to inform them on one click
regarding the location of hotel where they are operating. Thus, it provides ease to clients
to book their rooms and also determine the traveling distance of hotel from airports so
that they can visit the hotel and avail the services (Stelzner, 2010).
 Promotion- In the era of globalization, internet can be identified as the best marketing
tool that influences consumers to purchase the products and services and further it also
helps in enhancing the sales. Hilton marketing team uses digital promotion of its goods so
that more number of clients can be attracted to use services of hotel (Evans, 2012).
1.3 Comparing e-tools
At the time of carrying out internet marketing, it is essential for business to undertake
Information Communication Technology tool so that Hilton can effectively market its products
and services. However, business uses varied e-tools that help in improving the buying and selling
of products in market. There are different types of internet tools which need to be compared on
their usage in order to promote products in the market. It is as follows-
 Web Portals- Business is required to create effective websites for promoting the
available products and services to target consumers. It is effective e-tool through which
Hilton can directly advertise its services and gain booking from clients. Thus, developing
attractive website by firm also helps in minimizing the additional cost and time which is
incurred in traditional marketing (Weinberg, 2009).
 Search engine optimization- SEO is another crucial tool that helps business to put their
best in context to build efforts and achieve long term growth of firm in market. However,
such technique is very effectual and thus assists business to come as the first results
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shown on internet when user searches for hotels. With the helps of such e-tool it can be
easily used by consumers and attain desired outcomes.
 Social media- As compared to other e-tools social media promotion is the best as it helps
Hilton to attract potential consumers regarding the products and services. Hence, using
social media marketing is the best method because every individual uses social media and
can gain information about the hotel. For instance, advertising on Facebook, Google+ and
YouTube, etc. helps management to influence large number of customers and enhance
the sales and profitability of firm in market (Chung and Austria, 2010).
1.4 Interactive order processing
The concept of interactive order processing is very innovative now-a-days that helps
clients to satisfy their needs by purchasing or booking the products or services online. It can be
easily done through different websites that allows clients to select the merchandise and services
as per their choice. Here, business also provides them choice of online payment as well as COD.
For instance, in the context of Hilton hotel it provides assistance to clients of booking the hotel
room online and payment mode can be made both online through debit/credit card and at the
time of occupying the room (Kim and et. al., 2009). Thus, it provides convenience to clients and
also provides assistance at the time of emergency cancellation of room booking. Following is the
interactive order processing to book the hotel room which is as follows-
 Order processing- It is the first step in the interactive order processing made by
consumers. For instance, if any traveler checks the availability of hotel room and book a
room within hotel on particular dates. Thus, such step is stated as processing of order.
 Online confirmation and deliver information- Further, the front office section of hotel
receives a mail regarding the requirement of hotel room on specific dates. Then they
check the availability and then revert back to client regarding the confirmation of room
booking. They also provide necessary information through e-mail or telephone so that
client can be satisfied (Constantinides and Fountain, 2008).
 Tracking of order- Here, consumer after confirmation can track its confirmed booking
by watching the list of room allotment and also calling the reception of hotel and cross
tallying the room booking.
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 Delivery- Later, at this time guest can check in to the hotel at the specified data and thus
use the quality services provided by Hilton. At the time of providing room hotel can ask
for the payment of the room.
 Payment- Business provides both the option to customers regarding online payment or
cash payment at the time of check in. Therefore, they can opt which is suitable for them.
It satisfies the experience of individual with hotel and thus increases the brand image of
firm in market (Zach, Xiang and Fesenmaier, 2007).
TASK 2
2.1 Mechanics of search engine marketing
Search engine marketing is the best tool that helps firm to advertise the products and
services on websites by improving the visibility in search engine results. SEM is a paid form of
marketing. Hilton uses such marketing method to improve its brand image and popularity and
attract consumers to book the hotel rooms.
 Search engine marketing- SEM is the paid form of advertising which is most popular
among companies. Business uses such method to provide information to social media
users as it presents its advertisement on right hand site or bottom of the websites. In such
type of advertisements it provides information regarding new launch of services, price,
discount etc. It helps in attracting a wide range of consumers and influence them to
purchase the product or service through internet (Zhang and Guan, 2008). Business
advertises its services on different websites which is daily used by users. Hilton needs to
purchase the advertisement packages through different SEO providers such as Google,
Yahoo etc.
 Search engine optimization- SEO tool is also effective as it assists firm to relieve them
from traffic and also provide them on top at the time of search results. Whenever, user
types particular keywords such as reputed hotels in London etc. results shows the name
of Hilton. Hence, it assists business to build a strong brand image and great online
presence. Search engine optimization also provides a proper list of available hotels to
users then they can select the best among them. Therefore, it is essential for the
marketing team of Hilton to develop the best keywords which are used by consumers at
the time of searching the hotels (Richardson, Dominowska and Ragno, 2007).
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2.2 Opt-in email marketing newsletter
To: Clients
Cc: Management
Subject: Regarding launching of discount offers in Hilton hotel.
Greetings!!!
Here, we are pleased to inform the clients regarding the launch of discount offers in room
bookings from January 2016 to March 2016. Therefore, clients who are planning to travel
around the world to any destination and also planning to book a hotel have a great chance to
occupy their rooms within premium hotel. Also, business is providing additional discounts for
group packages so that they can avail it in order to satisfy their needs. Hence, you all are invited
at the discount launch party and join the inauguration ceremony (Fjell, 2009). Further, Hilton is
planning to provide a special 15% discount to early birds who are making reservations before
December 2015 for the occasion of Christmas and New year celebration.
Thanks for choosing Hilton hotel as a premium hospitality service provider. Hope you are
satisfied with the quality services delivered by our professionals.
Hilton Hospitality Services
Marketing Team
2.3 Guidelines for best practice in online public relations
Online public relations is the practice of managing interaction among business and its key
public stakeholders with the focus on maintaining a positive brand image of firm in marketplace.
Hilton is required to hire PR professionals so that they can carry out effective campaigns targeted
particular audiences in order to influence their opinions regarding the products and services
supplied by hotel. Advertising through Facebook Page is also an effectual method of maintaining
online public relation so that consumer can share their opinions and views regarding the service
quality of hotel as compared to others and thus enhance the brand image and profitability of firm
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in marketplace (Jobber and Ellis-Chadwick, 2012). Following are the best practices for effective
online public relations-
 Determining consumer information sources- PR professionals are required to
communicate to their target audiences and thus determine that from where consumers are
collecting the required information about the hotel. For instance, it has been identified
that people are visiting more on company's websites to know regarding the products and
services provided by company then business is required to make the website more
attractive to gain consumer base (Strauss, Frost and Ansary, 2009).
 Segmenting the different target audiences- Business is also required to segment their
targeted audiences such as potential clients, partners, suppliers etc. and then segment
them into different sub categories so that best services can be rendered to them.
 Selecting appropriate PR tools- It is essential for hotel to review different online PR
tools and then select the best suitable among them so that communication can be carried
out effectively among consumers and business (Zahay and Fredricks, 2009).
 Measuring results- PR obtains the ability to measure the campaign results so that hotel
is able to compare its available competition and provide the best quality services to
consumers.
2.4 Way in which businesses can use new digital media communities
It is essential for firm to use varied online media communities so that they can present
their business globally. Therefore, Hilton uses Facebook page in order to promote and advertise
their products and services with the targeted audience. However, it also helps in collecting
feedback and reviews from clients so that best outcomes can be attained. It is a best platform that
helps firm to share information with audience as nowadays every individual is connected to
social media (Kietzmann and et. al., 2011). Thus, business shares its required information to
consumers through such media communities and enhances the sales and profitability of firm in
marketplace. Hilton hotel uses different digital media communities in order to deliver
information to end users. These are as follows-
 File sharing sites- It is significant for business to use different file sharing sites as digital
media communities that helps firm to share information among each other. Hence, Hilton
is supposed to undertake best file sharing sites such as Google Drop Box and Office 365
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so that they can promote quality products and services to clients and enhance the sales of
firm. However, these file sharing sites are the best method through which individual can
share information and knowledge among each other and attract varied consumers (Safko,
2010).
 Communicating information- Further, such digital media communities also helps in
managing and providing the best information such as price, features, service quality and
location etc. in order to attract consumers towards firm. Digital marketing can be done
through using social media and mobile marketing so that information can be shared to
varied users (Halligan and Shah, 2009).
TASK 3
3.1 Conducting secondary market research
Secondary research is the best tool that helps firm to collect varied information available
within books, journals and online articles regarding the profits and sales of firm in the past
several years. Thus, it helps scholars to carry out the research further. Such data can be used by
them for determining the market conditions and developing the business opportunities so that
best results can be gained. However, it can be analyzed that business is operating in more than 76
countries and across 6 continents with the aim to provide excellent service quality to clients.
Also, business adopts both direct and online marketing techniques in order to promote their
products and services among potential clients (Internet marketing, 2015).
Furthermore, as per the survey, it has been determined that Hilton is mainly focusing on
both business travel and leisure travel by operating its hotels in major cities of world. Also, the
main target segment of hotel is business executives as it provides luxury facilities which are not
affordable by every consumer segment. Management of hotel is required to carry out secondary
research so that requirements of business can be analyzed in order to achieve best results.
Further, in future business is also planning to launch its several hotels in Asian and Chinese
markets so that brand image can be strengthened of firm (Social media marketing, 2015). Thus,
for that firm is highly focusing on online promotion and thus attracting varied clients to use the
hotel services.
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3.2 Designing an online survey
Marketing team of Hilton is required to execute an online survey so that satisfaction level
of consumers can be identified regarding the products and quality services provided by hotel.
Following is the customer feedback survey which is as follows-
Survey Title To measure the satisfaction level of customers at Hilton
Survey Theme Assessing the level of Customer Satisfaction
Purpose of the
survey
Through this survey, idea about the perception of customers of Hilton
will be attained. Through this, loopholes in service offering will also be
developed which can be addressed by developing suitable strategies.
Approach
For the purpose of carrying out proposed research, survey will be done
with the help of set structured questionnaire. It will aid in gaining direct
response from the customers.
Sample size
Sample size for present research is determined as 100 customers of
Hilton. To select the sample out of population, simple random sampling
will be employed.
Participants Existing customers of Hilton
Survey method or
data collection
method
Survey will be done with the help of Survey Monkey.
Survey Questions
7 – 10 Questions
Name: _______________________
Age:
 Below 18 years
 18 years to 30 years
 30 to 40 years
 40 to 50 years
 Above 50 years
Gender
 Male
 Female
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Occupation: ___________________
Are you satisfied with the quality of services provided by Hilton?
 Yes
 No
Do you think that business is effectively promoting their services
through online medium?
 Yes
 No
 Not sure
Are you satisfied from the leisure services provided by Hilton in value
for money?
 Highly Satisfied
 Satisfied
 Partially satisfied
 Dissatisfied
 Not at all satisfied
Do online promotion helps in influencing your purchase decision?
 Yes
 No
 May be
Do you find the price range of Hilton appropriate?
 Yes
 No
What are the main features that attract you at the time of online
marketing of Hilton services as compared to other competitors?
 Innovative websites
 Discount on online booking
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