Integrated Marketing Communication Evaluation: Hilton Report

This report provides a critical evaluation of integrated marketing communication (IMC) strategies, focusing on Hilton as a case study. It begins with an introduction to IMC and its importance, followed by an analysis of Hilton's current marketing communication situation, including channels, tools, and methods like billboards, telemarketing, social media, and direct marketing. The report then examines the integration of marketing channels, evaluating their effectiveness and value. It outlines communication objectives for Hilton, such as building awareness, providing information, and creating interest, along with justifications for channel selection, including social media and content marketing. The report then discusses the design and production of suitable content for these channels, emphasizing the importance of effective content creation and its impact on customer attraction. Finally, it critiques and reviews the monitoring and impact of Hilton's IMC plan, offering insights into its overall success.

Integrated Hospitality
Marketing
Communication
Table of Contents

INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Task – 1..................................................................................................................................4
P1 Evaluation of current marketing communication situations and channels of the resort,
identifying the tools, channels and methods in use.......................................................4
M1 Critical evaluation of integration of marketing channels of communication within a
range of hospitality organization to add value and maximize resources making use of the
relevant marketing models ...........................................................................................6
Task – 2..................................................................................................................................6
P2 Design communication objectives for Hilton with the justification for the selection and
integration of chosen communication channels............................................................6
M2 Evaluate the application of the communication objectives in relation to the marketing
communications mix and the hospitality business objectives.......................................9
Task – 3..................................................................................................................................9
P3 Designing and producing suitable content for channels and communication objectives..9
P4 Critical evaluation of integrated marketing communication plan related to
communication strategy, channel choice and creative content...................................10
M4 Critique and review the success of the monitoring and impact of the integrated
marketing communications plan.................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Integrated marketing is an important strategy used for sending unified messages across
the globe. Integrated marketing communication is the process including elements such as: social
media, public relations, business development and others across various channels of marketing a
brand uses. It is kind of promotional method used by businesses around the world. This report
will cover the critical evaluation of integrated marketing communication (IMC) with respect to
communication strategy, channel choice and creative content(Blakeman, 2018). IMC allows
businesses to identify customer behaviour for a particular product and services and for making
effective brand image. It allows the customers to get the exact message a company's brand wants
to deliver. Hilton is the chosen organisation for this report. It is a growing hospitality industry
located in London. It provides customers with rooms, food, beverages and others. This report
will cover the evaluation of present situation of market communication, channels and tools for
the resort, communication objective for Hilton industry with the justification of communication
channels. There will be a suitable content for channels and communication objectives.
MAIN BODY
Task – 1
P1 Evaluation of current marketing communication situations and channels of the resort,
identifying the tools, channels and methods in use
Current marketing is becoming more and more diverse and there are a lot of new and
innovative product which are emerging for consumers. For such a large size of market there is is
need for effective market communication. There are various kinds of channels, tools and
methods are there within current marketing communication situations. Hilton could use various
channels such as: billboards which are are helpful in launching new products and telemarketing
uses telephone, mobile and internet for such promotions. Hilton could use social media,
advertisement and others as tools for the promotion of its services. There are different marketing
communication methods for the industry such as: word of mouth and direct marketing.
Channels of marketing communication Billboards: These are the large sized boards used for advertising and letting the customer
know about the product and service printed at the board. These boards are traditional

method for advertising are valuable till today. These boards are hang at public places
such as: roadside, market place, malls and others where more public could be able to see
it and have a desire to go through it(Kliatchko, 2019). Hilton could put attractive
billboards which are effectively communicating about the services and offers to the
public. Telemarketing: In this channel, the products and services are sale at telephone or
internet. The salesperson in this marketing has the responsibility to make calls and share
the details about the products to the customer and convince them to purchase it. There are
online apps and websites from where the customer data could be collected by a
telemarketer. Hilton could hire some staff for making calls to the customers informing
them about the offers and services which the industry have been providing.
Tools adopted by Hilton Social media marketing: Marketing of products and services through various social
media platforms is social media marketing. As it is known, social media is used by
almost every person. It is the largest platform through which one could able to connect
with more and more people. This allows a business to reach more customers through
finding, following, posting and messaging the customer. Hilton could use social media in
effective way for enhancing its customer base. It could post advertisement about any new
offer or discounts for customers. It could make attractive stories to make the customer a
desire to go through the service it is providing. Advertisement: Effectively telecast advertisement with proper information about the
product and service will help the brand in attracting more customer. There are various
medium through which advertisement could be processed. Some of the mediums include:
TV, radio, banners, mobiles and others. Hilton should plan and design advertisement
much effective in which it should provide the proper information about its services
through various mediums. It could use major TV channels to put the advertisement there
and local radio station for announcement about the information of hotel.
Methods of marketing communication Water of mouth: This method could be used by hospitality indutries to communicate
with the clients about products and services at the reception in the hotel. Customer's
choice and preferences which might affect hotel name, could decide how effective this

method is. Customer always believes at the rating and reviews about any industry and its
services(Juska, 2021). Hilton manager ensures that their customer will be satisfied
enough and will have a great experience and its customers are really happy and are rating
good about the services of the industry.
 Direct marketing: This method includes direct contact of marketer and individual.
Marketer sells the product or service by visiting door to door and informing customer
about the product and services in very effective way making a desire in them to purchase
it. This method is very tough and time consuming for marketers as to convince a
customer and making a sale is very difficult task. Hilton could use this method to contact
with its clients directly.
M1 Critical evaluation of integration of marketing channels of communication within a
range of hospitality organization to add value and maximize resources making use
of the relevant marketing models
As it is known, hospitality is a widely growing sector. Various marketing channels of
communication are available for these industries such as: billboards and telemarketing.
Companies could use effective marketing models for adding a value to their business. As
customer are very smart and have higher desires and choices about required products and
services. Hilton could effectively promote its services using various communication and
advertising methods. The industry could focus at the expectations of the customers and
accordingly plan the facilities which they are providing.
Task – 2
P2 Design communication objectives for Hilton with the justification for the selection and
integration of chosen communication channels
The targets of communication are its objectives. There are different objectives for
communication. Following are some of those: Building awareness: Any type of communication could have a purpose to aware
someone about the product, service and information. It is important for any company to
build awareness about its product and services in order to make sale and earn profit.

Hilton could build awareness to people from different locations about its industry and
services in order to gain more customer and enhance per year revenue. Providing information: Communication could be for providing relevant information
about the product or service to the customers. This will allow the customers in having an
idea about the product or service which exist in the market. This may allow to generate
customers for a business. Hilton could provide proper information about its services
through face to face interaction and by uploading relevant information at its website and
social media sites. Creating interest: Communication is helpful in creating interest among the customers
about products and service to make a purchase. Communication could provide relevant
information about the available product and service which may create a sense of interest
among customers to purchase the product. Hilton could communicate with their customer
in a sense which is very attracting which will help the industry in creating interest among
the clients to visit the hotel. Corroborating a brand: It is a general requirement of any company to make a repetitive
demand of its products and brand. A marketer aims to sale his product, satisfy his client
and make a desire in the client to buy the brand again and again. He keeps promoting his
brand with making changes to his way of promotions. Hilton could use various ways of
promotion and could regularly update in its advertising products for continues
enhancement of its services.
Social media marketing and content marketing channels
There is use of social media and social networks such as: Instagram, Facebook and others
in social media marketing (SMM) to engage with the customers. Marketers could be able to track
the way towards success through their efforts and exploring more ways to engage customers.
Content marketing channels is a place to post the content. There are various types of these
channels which the use of which one could post its content. Hilton could use such channels to
make awareness to the people about its services and through a effective content post it could
build good image in market(Park and Min, 2020).
Justifications
As it is known, social media is used by the whole globe at a large level. This could be a
very good way to reach more people. Hilton could gain its customer base through social media. It

is the cost and time effective method for the industry. Hilton could reach a lot of people in a
single day.
SMART Objectives
Objectives Specific Measurable Achievable Relevant Time
To gain
customer base,
the industry
keep focusing
at regular
meetings and
different
events at the
hotel or
different
venues in
order to
promote its
services.
It is a specific
objective with
the aim of
developing the
brand image
of the
company to
generate more
revenue per
year.
There are
various events
which have
been launched
in order to
measure
growth of the
industry.
The industry
could achieve
profit and
generate more
revenue per
year through
the use of
productive
tools of
marketing.
Industry could
organise
events in the
hotel to
generate
customers and
hence,
increase per
year revenue.
1 year.
The industry
should focus
at the
customer as
well as the
guests
specially the
international
visitors
through
proving them
with the best
The main
purpose of the
industry is to
be focused
more at the
international
guests for the
acceleration in
the
development
of the
industry.
Through the
identification
and evaluation
of
international
visitors
international
sales of the
industry could
be measured.
It could be
considered as
one of the
simple way for
the
achievement
of the goals
through
attracting a
large number
of customers
by providing
Overall
performance
of the industry
could be
increased by
enhanced sales
through
various
international
visitors.
9 months

services. various
facilities to
them.
M2 Evaluate the application of the communication objectives in relation to the marketing
communications mix and the hospitality business objectives
Communication could be considered as the most effective way for the overall growth of
business. It allows to promote brand image of the companies by administrating business
operations very smoothly. For the chosen hospitality industry of this report, communication
helped in the awareness, information, creation of interest among the customers and others for the
success of business.
Task – 3
P3 Designing and producing suitable content for channels and communication objectives
Effective content is very necessary for any business to attract more customers. Following
is the steps for Hilton to design and produce suitable content for channel and communication
objective: Make effective content: Companies should necessarily adopt such contents which are
appropriate in order to administer the business operations effectively. Hilton could hire
well skilled persons and make a different department to write the content. This will help
the industry in having more effective and attractive content which will pull large number
of customers. Cover all details: There should be proper detail and information about the industry
covered in the content. This will help the customers in having proper idea about what the
industry is providing, at what cost and is any offer or discount is available for it. Hilton
could use a basic language which could be understood to everyone so that it could be
easy for the customers to read that content easily(Schultz, 2018).
 Modify logo: Industries should update their logo if it is not relatable to the product or
services they are providing. A logo could also provide the customers with the idea about

the offerings of the company. Logo could also be modified on a regular basis to attract
more customers.
P4 Critical evaluation of integrated marketing communication plan related to
communication strategy, channel choice and creative content
Integrated marketing communication refers to the integration of different methods of
promoting a brand in order to reach more customers to make sales and enhance profit. Integrated
marketing communication plan is the collection of market research, strategic planning, audience
segmentation and others.
Alternation of different marketing communication model Social media marketing: This type of marketing help Hilton in having more and more
customers resulting in improved customer base. This is very effective in building more
connections and reach. This allow Hilton to target a large market. Content marketing: Companies could use attractive content and blogging to pull more
and more customers. Hilton could separate a department of content writers for effective
content. Email marketing: The marketers used to mail the customers and other people about the
products and services to reach more customers. There are emails containing information
about the offerings it is providing. Hilton could also share its basic details about offers,
discounts and changes to its customers through mail.
Making of marketing communication plan Identifying target audience: Industries should identify whom they are going to target.
They could find it with the help of social media such as Facebook, Instagram and others.
Hilton could take help with these media for searching out the target audience. Content: Content should be attractive enough to pull customers. Hilton should properly
mention about the information about the facilities it providing with some of the attractive
images of hotel so that it could pull more customers. Cadence: Here the industries have the knowledge about their customers it could collect
their data through marketing automation program. Hilton could also use these programs
for the collection of data of their customers.
Understanding customer decision-making process

 Awareness stage: Industries understand the problems of their customers at this stage. Consideration stage: Here the organisation examine new tool and framework in which
they could measure the problems of the customers(Mishra, Singh and Koles, 2021). Decision stage: Here the industry selects best option for the customer and accordingly
take decision.
Implementing marketing plan Calender: This is helpful for the industries to keep exact way for the content to share it
with the customers at a right place in right time. It also helps industries in effective
decision-making. Automation software: It is related with CRM. It is helpful for the industries in
identifying net sales through various channels.
 Analyse: Industries need to identify about the outcome which allows it in monitoring the
potential clients.
M4 Critique and review the success of the monitoring and impact of the integrated
marketing communications plan
Integrated marketing communication plan plays a very important role in developing the
brand image of the product and services of the company. This is helpful in overall profit and
revenue generation of the company. It is also helpful for Hilton to grow in market by
communicating effectively with the customers providing them with relevant information. KPI
could be used for monitoring the impact of integrated marketing communication. Hilton also use
this method for the measurement of its business operations.
CONCLUSION
It is concluded from the above report that integrated marketing is an effective marketing
tool which is helpful in delivering of relevant messages to the customers. Social media
marketing, advertising and others are the tools which could be adopted by Hilton. Marketing
communication methods should be necessarily adopted by Hilton such as: word of mouth, direct
marketing and others. There are various channels of marketing communication such as:
billboards and telemarketing. Communication objectives such as: building awareness, providing
information and others are the long term goals for any organisation. Designing of suitable
content for the channels and communication is very important such as: making effective content,

covering all details and others. It is also concluded that there are different marketing
communication methods such as: social media marketing, content marketing and others.
Marketing communication plan is build after communication plan including: audience, content
and others. Then there will be the understanding of customer decision-making process through:
awareness, consideration and other stages. Then there will be the implementation of marketing
plan containing: calender, automation software and others.

REFERENCES
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Kliatchko, J., 2019. Integrated marketing communication: Putting the human person at the core.
Cambridge Scholars Publishing.
Porcu, L., del Barrio-Garcia, S., Alcántara-Pilar, J.M. and Crespo-Almendros, E., 2019.
Analyzing the influence of firm-wide integrated marketing communication on market
performance in the hospitality industry. International Journal of Hospitality Management, 80,
pp.13-24.
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Tairova, M.S.M., Giyazova, N.B. and Dustova, A.K., 2020. Goal and objectives of integrated
marketing communications. Economics, (2), pp.5-7.
Schultz, D., 2018. Redirecting Our Communication Objectives. Journal of Current Issues &
Research in Advertising, 39(3), pp.222-225.
Mishra, R., Singh, R.K. and Koles, B., 2021. Consumer decision‐making in Omnichannel
retailing: Literature review and future research agenda. International Journal of Consumer
Studies, 45(2), pp.147-174.
Stăncioiu, A.F. and Gabor, M.R., 2022. Marketing Plan. In Encyclopedia of Tourism
Management and Marketing (pp. 142-145). Edward Elgar Publishing.
Park, J. and Min, H.K., 2020. Turnover intention in the hospitality industry: A meta-
analysis. International Journal of Hospitality Management, 90, p.102599.
Sigala, M., Kumar, S., Donthu, N., Sureka, R. and Joshi, Y., 2021. A bibliometric overview of
the Journal of Hospitality and Tourism Management: Research contributions and
influence. Journal of Hospitality and Tourism Management, 47, pp.273-288.