Digital Marketing Strategies of JW Marriott: An Evaluation Report

This report provides a comprehensive analysis of JW Marriott's digital marketing strategies. It examines the company's use of various digital marketing channels, including social media marketing, content marketing, email marketing, and website marketing. The report highlights the company's alignment of core values with its digital marketing activities and evaluates its implementation of the 7Ps of the marketing mix. It assesses the effectiveness of product offerings, pricing strategies, and promotional activities, including advertising, public relations, and sales promotion. The report also identifies limitations faced by the company, particularly in mobile marketing, and offers recommendations for improvement, such as focusing on mobile marketing to address a wider customer base. The report concludes with an evaluation of the company's overall digital marketing performance and suggests strategies for enhancing its efficiency and competitive advantage.

Running head: DIGITAL MARKETING OF JW MARRIOTT
Digital Marketing of JW Marriott
Name of the Student
Name of the University
Author’s Note

1DIGITAL MARKETING OF JW MARRIOTT
Executive Summary
The companies over industries have incorporated digital mode of marketing to address the
greater section of the target population while minimising the marketing expenses. This is enabled
due to the technological revolution that took place. Larger segment of a population is now
equipped with advanced technologies that helps the companies to connect over the internet.
However, the companies using digital marketing needs to review and reframe their marketing
strategy on an constant basis for gaining competitive advantage in the market. This examines the
digital marketing of JW Marriott and recommends the modifications required in for enhancing
the efficiency of the digital marketing strategy. The analysis of revealed the excellence of digital
marketing incorporated by the company. They have successfully incorporated multiple
advertising modes for the promotion of their products and services. This includes social media
marketing, content marketing, email marketing and many more. Their website marketing on the
other hand enabled them to retain their customers and helped them in receiving valuable
feedback from the customers. The company has also incorporated the sales promotion for
attracting customers. However, negligence is evidenced in case of mobile marketing, which an
essential part of digital is marketing due to the integration of advanced technology in the society
around the globe. It is recommended for the company to direct their focus on the mobile
marketing for addressing greater number of customers in target population.

2DIGITAL MARKETING OF JW MARRIOTT
Contents
Introduction......................................................................................................................................3
Company Background.....................................................................................................................3
Digital Marketing Analysis..............................................................................................................4
Digital Marketing with Core Value.............................................................................................4
7Ps of Marketing Mix..................................................................................................................4
Product......................................................................................................................................4
Price..........................................................................................................................................5
Place.........................................................................................................................................5
Promotion.................................................................................................................................6
Process......................................................................................................................................8
Physical Evidence.....................................................................................................................9
Limitations Faced by the Company.................................................................................................9
Recommendation and Conclusion.................................................................................................10

3DIGITAL MARKETING OF JW MARRIOTT
Introduction
The technological evolution have led the companies to incorporate the digital marketing
for not only their promotional activities, but also the in the larger section of their activities. They
have not only integrated technology in the marketing process, but also under constant pressure
for optimising it through constant review. It is to gain competitive advantage in the market by
keeping the marketing efficient to successfully address the target market. For understanding the
performance of digital marketing in an organisation, it is important identify all the aspects
ranging from social media marketing to website and email marketing.
Company Background
JW Marriott South Beach is a luxury hotel of Singapore with a combination of both
historic heritage and modern style. This is a brand of the Marriott international, which is
operating in 122 countries around the world. Moreover, the company is situated in the heart of
the country’s art and cultural district. A number of famous landmarks and attractions are located
within the walking distance of the hotel. The hotel further provides a number of key amenities
for their customers to increase the satisfaction and greater value proposition of their services.
They have directed their focus on digital marketing for attracting international customers. They
are currently utilising a number of digital marketing strategies in the process, for which the
responsibilities are distributed to a number of designated positions ranging from digital
marketing executive to manager.
This report will analyse the current digital marketing of the company followed by the
some recommendation that can provide significant benefits to the company.

4DIGITAL MARKETING OF JW MARRIOTT
Digital Marketing Analysis
Digital Marketing with Core Value
The company has been successful in aligning its core value with their digital marketing
activities. This is due to their transparent communication of their value added services provided
to their customers. The five values set by the company are as follows:
 Put people first
 Pursue excellence
 Embrace change
 Act with integrity
 Serve our world
They have embraced the modern digital technology in proposing value to their customers
by providing detailed information. The official website of the company provides detailed
information about the existing brands of the company and the services provided to their
customers.
7Ps of Marketing Mix
Product
The company offers a range of rooms to their customers depending on the budget of their
customers. These rooms are the evidences of the mixture of art and modernity that provides a
luxurious impression. The hotel also offers a number of basic amenities like free Wi-Fi, pool etc.
to the visitors for meeting their expectations. Moreover, the other services provided in the hotel
include spa, dining and fitness, which mark them as the top luxury hotel in the area. Moreover,
the impressive architect of the company allows the customers to experience a luxury holiday in

5DIGITAL MARKETING OF JW MARRIOTT
Singapore (Jain 2013). These products and services of the hotel are communicated through
digital campaigns and other modes of digital marketing.
Price
The pricing on the other hand is considerably high as the hotel provides luxurious
services to their customers targeting the higher economic group for the customers. The price of
the hotel rooms ranges from 369 SGD to 670 SGD depending on the size of the rooms
(Marriott.com 2018). The pricing strategy incorporated by the hotel is premium pricing. The
companies set the price of their products higher than higher compared to their competitors to
establish the quality of the products. This helps the companies in imposing the brand value to
their customers. The customers perceive the products and services as of premium quality due to
the high price. However, the premium pricing of the products and services make the company to
ensure the greater quality for satisfying the customers’ needs hold the perceived value.
Place
The hotel is located in the 30 Beach Road, Singapore 189763. This is situated at the heart
of Singapore’s art and culture district, which makes it easy for the travellers to visit the famous
landmarks and attractions of Singapore.
These products and services of the hotel are made available for the customers in the
online. The company has collaboration with various third-party travel agencies from where the
customers can avail the services. Moreover, their official website provides detailed specifications
of their products and services, which enables the customers to get accustomed with the available
services before booking their products and services (Jain 2013). Furthermore, the company
facilitates the customers with booking options directly from the hotel official website.

6DIGITAL MARKETING OF JW MARRIOTT
Promotion
Promotion mix is of primary importance among the other marketing mix of digital
marketing. This discusses the promotional marketing channels utilised by the company. The
primary promotional channels that are utilised by JW Marriott are social media marketing, online
marketing, third-party marketing, website marketing, email marketing, campaign, content and
PPC. The promotional channels that can be utilised in digital marketing by the companies are
divided under three categories that are advertising, public relation and sales promotion.
Advertising
Various digital marketing channels are utilised by JW Marriott for their advertising
activities. The digital marketing executives are associated with the advertisement activities
incorporated. They are responsible for conducting campaign and regulating the other
advertisement activities. Social media marketing is one of the primary modes of advertisement
incorporated by the company for their advertisement activities (linkedin.com. 2018). The
company has facebook, twitter, linkedin accounts for promoting their products and services
(Tiago and Veríssimo 2014). The company also incorporated content marketing for
communicating their products that includes video, photographs and description in the online
channels (Pulizzi 2014). The experienced executives are empowered to monitor and ensure the
content communicated to the customers is accurate and brand compliant. Moreover, the company
also incorporated PPC or pay per click marketing for attracting customers to their websites
(Stokes 2014). The executives are also associated with the responsibility of implementing the
email marketing strategies and proactive search and optimisation of the correct usage of the hotel
database. This enables the company to retain their customers. Email marketing also helps the
company to keep the customers updated about the latest offers on products and services provided

7DIGITAL MARKETING OF JW MARRIOTT
(Yousaf 2016). The digital marketing managers on the other hand are responsible for formulating
marketing strategies that are implemented by the executives. They furthermore operate the
website marketing. The company website is successfully utilised in communicating the details of
the products and services provided to the customers. Lastly, the third-party travel agencies are
incorporated for extending their reach in the target market. It helps them to attract greater
number of target population as the third-party agencies play crucial role in advertising of the
company.
Public Relation
The company has integrated various means of digital marketing for building public
relation. The company has provided opportunities for the customers to join with the company for
availing special benefits (Kumar and Raju 2013). Customers have the opportunity to earn and
redeem points that will enable them to get special offers. This also enables them to provide
feedbacks of the received services. This in turn helps the company in understanding the
customers’ attitude and the modification required in accordance to the customers’ perceived
value.
Sales Promotion
JW Marriott has adopted sales promotion in their digital marketing for attracting greater
number of international customers. They provide a number of special deals to their customers for
earning points that they can redeem by purchasing services (Armstrong et al 2015). Moreover,
they offer exclusive deals to their customers to experience luxury services in Singapore. For
example, the company is currently offering Singapore Weekends: Champagne Brunch Package,
which is valid through 31st March, 2018 (marriott.com 2018). This includes designer

8DIGITAL MARKETING OF JW MARRIOTT
accommodation, champagne brunch for two and late checkout. These offers are provided to the
customers exclusively on their official websites. This is to generate greater revenue from their
official webpage and reducing the sales from third-party websites. This in turn increases the
profit margin for the company as this eliminates the commission they have to pay to the third
party for selling their products.
People
The target population of the company belong from the international societies. JW
Marriott hotel targets and offers their products to the higher economic international population.
This creates the requirement for various staffs holding a number of designations for taking part
in the digital marketing for the company. The digital marketing executives of the company are
engaged in conducting various campaigns, segmental and destination marketing, search engine
optimisation and email marketing. The digital marketing executives are also responsible for
maximising all the digital marketing channels used by the company. They are also incorporated
in the formation of the hotel communication plan for driving share from specific target market.
The digital marketing managers on the other hand hold the responsibility of analysing and
implementing strategies for achieving business requirements. The responsibility rests with the
manager for aligning the goals of the company with the digital marketing by improving hte
operational performance.
Process
The marketing of the products and deliverance in hotel industry is mainly divided into
two categories that are back stage and front stage. The service providers who are operating in the
hotel are considered as the front stage performers in the service chain as they have to directly

9DIGITAL MARKETING OF JW MARRIOTT
communicate with the customers (Sreenivas, Srinivasarao and Srinivasa Rao 2013). The digital
marketing executives and the managers from this aspect can be considered as the back stage
performers. This is due to the less direct interaction with the customers. They are however
responsible for planning the communication process and communicating the details of the
products and services to the customers. They are the ones responsible for creating attraction of
the products and services. The hotel staffs on the other hand are responsible for holding the value
created by the digital marketing team. Both the front and back stage performers in case of JW
Marriott are successful in communicating and holding the value proposed to their customers. The
feedbacks of the customers recorded are the evidence of their success in both the cases.
Physical Evidence
The physical evidence in the hotel services on the other are the amenities provided to the
customers. This includes the free Wi-Fi, pool, fitness centre, dining and spa. This also includes
other services like ballroom, sky garden etc. that are provided by JW Marriott in Singapore. This
products and services are communicated by various means of digital marketing and digital
promotion of the company (Khan 2014).
Limitations Faced by the Company
Despite of the effective implementation of digital marketing, the company is facing
specific problems in increase their rating in the international market. The company have
achieved a rating of four out of five (Play.google.com. 2018). However, their competitors are
receiving greater attraction form the international customers. The possible challenge they are
currently facing in mobile marketing. The mobile application of Marriott international is
considerably weak and fails to communicate the details properly (Ström, Vendel and Bredican
2014). There are multiple reviews received from the dissatisfied customers about of the mobile

10DIGITAL MARKETING OF JW MARRIOTT
application. The current integration of technology shifted the customers from using a computer
to the use of mobile phone.
Recommendation and Conclusion
Development of mobile marketing can be recommended to the company for attracting
greater section of the target customer. The details provided through the mobile application are
limited. The company should focus on their mobile marketing and modify their mobile
application. Moreover, the customers are also struggling with the compatibility of the
application. Hence, JW Marriott should consider investing more on their mobile marketing and
increase the efficiency of the application. Secondly, the company should put greater focus on the
public relations. They should encourage their customers for providing detailed feedback that can
help the company to understand the specific needs of the customers. Feedback questionnaire can
be recommended for directing and extracting detailed information of the flaws identified in the
services.

11DIGITAL MARKETING OF JW MARRIOTT
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