Digital Marketing Strategy Portfolio for Shangri-La Hotels (MKT302)

This project, completed for MKT302, presents a digital marketing strategy portfolio focusing on Shangri-La Hotels. It begins by identifying the hotel's shortcomings in its current digital marketing efforts, including a lack of clear vision and understanding of the hospitality industry, failure to recognize competitors, and inadequate communication. The project then analyzes the reasons for Shangri-La's digital marketing failures, such as incorrect cost-per-acquisition measurements and over-reliance on outsourcing. The core of the project proposes a digital marketing strategy that leverages Facebook and Instagram. It details the steps for implementing these platforms, including setting goals, identifying the target audience, budgeting, content planning, and advertisement strategies. Visual examples of a Facebook page with posts are provided. The project also includes strategies for Instagram and Twitter marketing, emphasizing community engagement, optimal posting frequency, and customer relations. The assignment draws on several academic references to support the proposed strategies. The project offers a comprehensive analysis and practical recommendations for improving Shangri-La Hotels' digital presence and effectiveness.

Digital Marketing
Name of the Student
Name of the University

Unsuccessful Digital Marketing Strategy
• The hotel does not have any strong mission, vision or purpose
• The organization does not have any adequate understanding of how
the hospitality industry runs
• Shangri-La Hotels Sydney have not been able to recognize the true
competitor and competitor’s potential
• Shangri-La Hotels Sydney is not able to establish proper
communication and develop proper understanding regarding core
communicators
• The organization has never been able to get a clear picture of their
own services
• The digital plan was never properly documented

Failure of Shangri-La Hotels in
attracting consumer digitally
• Wring Measurement of Cost per Acquisition
• Assuming that Digital Marketing is a Part of Technology
• Considering Outsourcing as the Only Solution

Facebook as digital marketing
strategy for Shangri-La Hotels Sydney
• Setting Goals
• Pinpoint Target Audience
• Setting the Budget
• Engage Content Planning
• Equally Engaging Advertisement Planning
• Daily Monitoring
• A/B Split Test
Facebook Marketing

Instagram as digital marketing
strategy for Shangri-La Hotels Sydney
• Including hashtag
• Becoming a Part of Instagram Community
• Recognizing Optimal Posting Frequency
• Aligning the Images with Organization Vibe
• Optimizing Entire Profile
• Using the Right Tools for Streamlining the Effort
• Using Instagram Advertisement
Instagram Marketing

Twitter as digital marketing
strategy for Shangri-La Hotels
• Focusing on Customer Relation
• Implementing an Active Strategy
• Monitoring the Brand
• Approach
Twitter Marketing

References
• Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 8(2), p.111.
• Culotta, A. and Cutler, J., 2016. Mining brand perceptions from twitter social networks. Marketing
science, 35(3), pp.343-362.
• Eriksson, E. and Hansson, C., 2016. Fashion Brands and Engagement on Instagram: How can fashion brands
apply content marketing on Instagram to engage Millennials and increase brand equity?.
• Kolev, D., & Stanev, E. (2016). FACEBOOK AS A TOOL FOR MARKETING MESUREMENTS (By the example
oftelecommunication operators in Bulgaria). month, 3(18), 3-41.
• Leung, X.Y., Bai, B. and Stahura, K.A., 2015. The marketing effectiveness of social media in the hotel industry:
A comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), pp.147-169.
• Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing strategy. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 9(2), p.61.
• Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation.
Kogan Page Publishers.
• Tiago, T., Tiago, F., Faria, S.D. and Couto, J.P., 2016. Who is the better player? Off-field battle on Facebook and
Twitter. Business Horizons, 59(2), pp.175-183.
• Vassallo, A.J., Kelly, B., Zhang, L., Wang, Z., Young, S. and Freeman, B., 2018. Junk Food Marketing on
Instagram: Content Analysis. JMIR public health and surveillance, 4(2), p.e54.