Hilton Hotel: Digital Marketing Campaign Strategy and Analysis

This report provides a detailed digital marketing plan for Hilton Hotel, beginning with a situational analysis using a SWOT framework to identify strengths, weaknesses, opportunities, and threats. It then links the hotel's business objectives with a comprehensive digital marketing strategy, focusing on social media techniques (Facebook and Instagram), SEO optimization, PPC advertising, and content marketing. The plan outlines specific objectives, including increasing the customer base and revenue. An implementation plan is designed, including segmentation, targeting, and positioning strategies. The report also includes a budget allocation across various digital marketing activities, such as SEO, PPC, content marketing, and advertising. The report is designed to help Hilton Hotel improve its online presence and achieve its marketing goals.

Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Step 2 link digital business with digital marketing strategy............................................................4
Step 3 formulate objectives.............................................................................................................5
Step 4 Design implementation plan to meet objectives...................................................................5
Step 5- Budgeting............................................................................................................................7
Step 6 Measuring the campaign.......................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
A digital marketing plan is considered as a document that can share the details regarding
all the planning for the campaign or actions of the digital marketing. It provides details among
several things such as medium, short as well as long term goals. Here the strategies are to
accomplish goals at the digital level. With strategies it becomes easy for business to attract
people and attain goals (Päärnilä, 2019). The report will lay emphasis on Digital campaign for
Hilton company. Hilton all over the world claims twelve brands as it includes 580 Hotels as well
as more than 680,000 rooms within 91 nations. Hilton is also faces several challenges in order to
gives the most beneficial channels regarding correspondence.
Main Body
Step 1- Situational analysis
Marketing process- it refers to process in which there are 4 elements that are marketing analysis,
planning, implementation and control.
This helps in analysing present situation of business by which weak areas are determined
and on basis of it improvement is made. So, for that there are various models and theories
applied. Hence, here, SWOT analysis is used. SWOT analysis for any firm can be done in order
to develop the strategy of the strong business. As such strategy takes all the threats as well as
opportunities within the market scenarios. The hospitality of the industry are mention below
Strength
The goods or service is considered as unique and new as according to the needs of the consumer.
The prices that can be offered through Hilton hotel for the same set of services that are
considered as cheap as compare to the rivalries.
The hotel's location is easily accessible to all the consumers.
The hotel's staff is self motivated and well qualified.
The consumer's satisfaction level as well as positive feedback is very high.
The Hilton hotel has strong networking alongside all the stakeholder (Papazapraidis, 2020).
Prices offered through hotel regarding the same set of the consumers are cheaper as compare to
their rivalries.

Solid provider's relationship- The relationship of the consumer is executed through group where
they record the preferences of each consumer and every time delivers the same set of the
preferences to the respective consumers regarding their visit.
Weakness
It is the pain within the area of firm where firm does not have proper resources or skills as
Business needs to work upon the areas so that they are not left behind from several competitions.
Higher dependency of proprietors- abs is highly depended on several other inn proprietors firms
as it cannot claim the greater part regarding its lodging networks. This aids the brand in order to
establish an emotional bonding alongside the consumers.
Not much developed networks-Hilton Hotel does not have the sufficient number of inn networks
within North America and Europe in order to contend with several lavish five star inns working
there.
Opportunities
Procurement of neighbourhood inns- Acquiring local hotel groups as well as chain will aids
Hilton Hotel to remove the local rivalries as well as gain the consumer base.
Games Events all over the world expanded savoy deals as the games which is occurring with
several parts of world as well as collaborations alongside right partner will aids the business in
order to establish good grounds within the market as well as enhanced consumer base.
The hotel can expand in Australia and other market by which they can attract more people. It will
allow to generate more profits (Gebrmicheal, 2019).
Threats within swot analysis
It aids in analysing what are the areas that can influence the business within future. As business
needs to prepare itself in order to handle the threats within marketplace.
Enhancing number of player within the marketplace alongside same value is also consider as a
threat to the business as it can directly low down the revenue as well as consumer base.
There may occur threat of rise in salary and wages of staff as living standard of people is rising.
Besides, there will be rise in cost of hiring and training of staff.
Step 2 link digital business with digital marketing strategy
It is necessary to link business of Hilton with their marketing strategy so that it enables in
initiating various activities. This helps in finding out areas in which improvement is required.
Besides, on basis of that goals are formed that needs to be attained. Similarly, in Hilton hotel

their digital business is not so effective. Thus, they need to develop an effective digital marketing
strategy (Päärnilä, 2019).
By the capacity to connect alongside the audiences by buying funnel and double websites
conversion rate as here content marketing is considered as a smart strategy of the digital
marketing to utilize. One of the best part of it that it has cost around 63% percent less than the
efforts of traditional marketing. In addition to this when a firm faces criticism from the guest or
clients it is considered as the golden opportunity to approach them as well as turn their opinion
around. Every complaints from the guest side gives the chance to makes them to lifelong guests
and it is all depends on how the complaint can be handled (Gebrmicheal, 2019). For such reason
If Hilton Hotels can be active within dealing with campaigns rapidly as well as effectively then
enhance consumer relations as well as their reputations alongside guests.
Step 3 formulate objectives
The digital campaign of Hilton hotel includes these key aspects which are elaborated as
below -
Objective
 To make profit by serving different services and expanding the business to customers
successfully.
 To increase customer base by 7-8 % in UK within one year.
 To increase sales revenue
Goal — The goal of Hilton Hotel by 2030 is that they are committed to double the investment in
digital strategy.
Step 4 Design implementation plan to meet objectives
It is required to design plan so that objectives are achieved. For that target audience is to be
find out and then plan is developed. Likewise, for present strategy as well Hilton hotel will
design a plan to accomplish goals. This is mentioned as below
Segmentation – it is about identifying distinctive and common traits between consumers in the
market. Here, Hilton will do segmentation on basis of demographic.
Targeting – Here, it is important for Hilton to determine its target market for which strategy is
developed. Thus, hotel will target youth of age 21- 40. Hilton hotel has been focusing on its
target market and the customer's engagement towards their services and product that are
produced by company.

Positioning - Positioning is done to meet the unmet needs and desires in the market that the
product can fulfil. Hotel will do positioning on basis of quality of services being provided.
The customers are more attracted towards services which are rendered by the Hilton hotel. This
has on large basis diversified the brand and satisfies all types of customers. For this, Hilton has
created its promotional strategy through the Hilton app that has been formed to provide all the
information regarding the bookings in the Hotel and other services which the customers desire
of. Hilton hotel is providing the best quality services to the customers so that they are more
appreciation and the company maintains its reputation in the market which proves to be an
important aspect (Gebrmicheal, 2019).
Social media techniques
Through Facebook and Instagram — The company can gain more customer base through both
these social media platforms as this helps to enhance the company's brand value and will provide
all the information which the company is catering. Facebook and Instagram are two main forces
of promotion and marketing which will help the company gain more publicity and through
Facebook customer leads will be generated helping the company to gain more customer base.
Instagram is also useful as it will acknowledge in providing the likes per post which are shown
on the official Hilton hotels page (Gebrmicheal, 2019).
Through Facebook and Google — Google and Facebook are two main aspects and factors
which will help the Hilton hotels to promote its products and services. Facebook will help the
company to analyse its followers which directly depicts the customer engagement towards the
Hilton Hotels. Whereas, google will provide all the information related to the company along
with the official app which the Hilton hotel holds. The website of Hilton hotel is beneficial for
the customers who wish to acquire the services and the products provided by the hotel. Google
will also generate leads by analysing the Hilton Hotel searches(Gupta, 2020). Thus, both the
social media platforms perform their roles by engaging with customers.
SEO Techniques used for Hilton are
Developing consistent official articles, statements as well as fresh content.
Composing catchphrases in order to target (which aids in targeting limited as well as centred).
Building a god reputation alongside online travel firms such as booking.com as well as online
feedback portals such as Makemytrip.com

It is considered as the sort of the expansive way in order to deal with SEO needs a find tuned
techniques as well as aids the number of SEO sources from content creators in order to advertise
authorities (Päärnilä, 2019).
Social marketing Insights
Hilton hotel exhibit that social listening can aids them alongside enhancing their public
perception as well as creates brand loyalty that can never occurs without actively being included
is not just only negative feedback but also at the same time positive as well.
One of the main point is to try to not ignore or disregard the clients as within the event that one
see choosing online channels for the most of the part as one should provides them the best
chance to contact the hotel (Gebrmicheal, 2019).
Pay per click (PPC) advertising
One of the other cost effective as well as powerful online marketing strategy is known as the pay
per click advertising. It is considered as the paid form regarding advertising that based on an
auction relied system. PPC also includes advertising on social media and search engines as well
as several other platforms (Suhonen, 2018). One ca also even advertise within application like
WeChat. The main aim of the PPC is to reach searchers alongside transactional queries that
means they are already to buy firm's products or services. When one can click ad then they will
arrive at landing page as well as see a call to action ( CTA) in order to convert by buying a
product, signing up for an email or some other action.
For firms like Hilton several business begins with looking for quick boost or looking for digital
marketing as PPC is considered as a useful online marketing strategy as it can propels Hilton's
websites to the top results that aids if firm's organic search result is various pages back.
Content marketing
It is also known as the other online marketing strategy for firms as business focuses on engaging
reaching as well as connecting with costumers through content. As such content can include blog
posts, videos, info graphics and many more. It also gives values to the users. The overall aim of
the content marketing as a digital media strategy is to give the valuable data in order to target
audience, enhances traffic as well as generate several conversions. From technical standpoint the
content marketing also focuses on optimising the content for the search engines in order to
enhance the visibility within the search outcomes (Perreault, 2018).

Step 5- Budgeting
In order to attain goals there is need to prepare a budget so that it cost is estimated. The
budget gives an insight about what is overall expense being incurred in particular activity.
Activity Amount
SEO $500
PPC $500
Content marketing $750
Promotion and advertising $1000
Salary and wages $1250
Installing of new software $1000
Total $5000
From above it is found that estimated budget required for digital marketing strategy is
$5000. This will enable in doing various activities.
Step 6 Measuring the campaign
It is essential to measure campaign outcomes so that it is found whether goals are obtained
or not. This is useful in making changes in strategy on basis of it. For that there are certain
criteria and standards set by which campaign is measured. So, it is defined as below :
Market research – A research will be conducted to find out how successful campaign is. For that
a survey will be conducted and data is gathered from customers. The data will be analysed and
outcomes is measured with goals.
KPI ( Key performance indicator)
Key performance indicator is considered as a measurable value that aids that express how
effectively a firm is accomplishing the objectives of key business. Firms like Hilton utilizes KPI
at multiple levels in order to analysis their success regarding reaching targets. High level KPI
also focuses on the business's overall performance (Xu,2018). While at the same time Low level
KPI focuses on the process within such departments such as marketing, sales, support, HR and
others.
Google analytics- It is the tool that enables one to improve app, site as well as marketing channel
performance alongside specialized data reviewing features. It aids to see the traffic stats in order

to know how audience can be engaging with their websites. It also evaluates the website page,
data or apps as well as several marketing channels that can be used by the campaign.
Webtrends
This is the tool that gives the complete pictures of the consumer's interaction alongside brand
across several channels by utilizing a simple dashboard interface (Törönen, 2018). It aids to
know about consumers who have communicated with brand that one can promoted on several
social media channel. It will be useful in finding out how have customer interacted with hotel
through social media.
Klout
This is a tool that basically measures the influencers of social media. By the aids of the social
profile one can sign up for Klout. In addition to this it will take all types of measurements of how
individuals retweet them, their conservation engagement with individuals as well as how many
of followers of one have. It is considered as a great way in order to acknowledge how social
media marketing campaigns are doing as well as aids in finding individuals to engage with one
the several modes of social media (Kurek 2019).
CONCLUSION
From above report it has been summarised that Hilton digital strategy plan is developed. The
main objective is to increase customer base by 7-8 % and gain more profits by expanding
services. So, here situational analysis is done in which SWOT model is applied. Besides that,
target market is youth of age 21- 40. Moreover, various digital marketing strategies will be used
such as SEO, PPC, content market, etc. The overall budget of strategy is $5000. Also, the
strategy will be evaluated through various techniques and KPI such as Webtrend, Klout, etc.

REFERENCES
Books and journals
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