Technology and Social Media's Impact on Marketing Strategies

This report examines the impact of technological advancements and social media on marketing strategies over the past 10-15 years, focusing on areas like voice search, contactless payments, social media platforms, smart rooms, digital keys, and GPS, and their effects on productivity, customer retention, and social media usage in the hospitality sector. Additionally, the report discusses the positive and negative impacts of globalization on the UK economy, including GDP growth, quality of life, employment, and hospitality sector growth, as well as environmental damage, currency fluctuations, and labor exploitation. The analysis uses examples of companies and regions to illustrate these points, providing a comprehensive overview of the interconnectedness of technology, marketing, and globalization.

Report

Table of Contents
Section A..........................................................................................................................................3
Question- Discuss how developments in technology and social media have impacted on the
way companies and organisations market their products and services in the last ten or fifteen
years............................................................................................................................................3
Section B..........................................................................................................................................5
Question- With the help of clear examples, discuss how globalisation as a phenomenon has
impacted on a country or region of your choice. In your discussion remember to put forward
both positive and negative effects of the phenomena.................................................................5
References........................................................................................................................................9
Online...............................................................................................................................................9

Section A
Question- Discuss how developments in technology and social media have impacted on the way
companies and organisations market their products and services in the last ten or fifteen
years.
Technological development plays an important role in the development of companies and
especially those companies which are related to hospitality industry (Khanra and et. al., 2021).
From last 10-15 years, various kinds of new technologies and tools have developed which further
help the companies to achieve their objectives.
Technologies in hospitality sector-
Voice search and voice control- Most of the customers use voice search options for
searching their preferred hotels, cafes and restaurants. Hence, hotels and restaurants are required
to design their websites in such a way which will have voice search options where customers can
speak the name of the restaurant or quarries related to hotel by using the given voice search
option and the website will respond to their question.
Contactless payments- Digital wallets also plays an important role in the development
of various travel and tourism companies. Customers of hospitality industry have the option to
pay their bills through credit cards, online payment apps such as Google Pay and many others.
This will help the customers to pay their bills within few seconds and avoid standing in queues
for waiting for their bill payments.
Social media platforms- From last few years the social media platforms such as
Facebook, Instagram, Twitter and many others are becoming main source of promotion for
various companies (Anser and et. al., 2020). In context of travel and tourism companies, they
share pictures of their products and services on these social media platforms and their followers
who are globally presented can get to know about their products and services. This will further
influence their customers to use their products. Hence, social media platforms help the travel and
tourism companies to increase their customers.
Smart rooms- Technological development also helps the hotels to satisfy their customers
by providing them better services within their room. These digital technologies will help the
customers to adjust the lightening and temperature of their room (24 Latest Hotel Technology
Trends To Watch For in 2022). One touch calls will also help customers to directly contact to
staff members and ask them to resolve their issues.

Digital keys- It is the feature provided by specific hotel guest apps on the mobile phones
of their guests. Bluetooth Low Energy is used to open the lock of the rooms (Digital Keys:
Generating value for hotels and their guests; a win-win., 2021). Hence, nowadays majority of
hotels are switching to digitalization, they opt digital keys in their hotels. A digital card in
customers mobile phones will help the customers to scan the card through their mobile phones
on the scanner placed outside their room.
Global Positioning System- This technology is used to track the locations. In context of
travel and tourism customers, they can use GPS to analyse the route to reach at any hotel and
restaurants. Today, most of the vehicles are also having this device. The digital screen in the cars
for tracking the location with the help of GPS will help customers to find best route to reach at
their targeted destination with minimum time by helping travellers to analyse those routes which
are having less traffic so that they will reach at their destination faster.
Impacts of these technologies on the hospitality companies-
Increase their productivity and profitability- With the help of developed technology in
hospitality sector most of the companies are able to analyse their performance accurately and
analyse where they are lacking behind and what are the factors which reduces their performance.
With the help of performance management tools like SAP, Traqq, Engagedly and many others
helps the companies to manage the performance of their employees and make corrective actions
to mitigate the obstacles (10 Performance Management Tools Every HR Pro Should Know,
2022).
Helps to increase customer retention- Technologies like smart keys, online payments
and many others also help companies to aware about product and services of the hotels to
customers which further help to gain their trust and loyalty toward the product and services
(Alemayehu, Tveteras and Kumbhakar, 2021). In context of Marriott which is based in US is
having good social media reputation where they promote their services on social media platforms
such as Instagram, Facebook and many others to attract customers at global level. Hence, the
promotional strategies of Marriott will help them to attract customers at global level and further
help them to increase their customers.
Usage of social media platforms for hospitality business-
Social media platforms such as Instagram, Facebook and many others are used by travel
and tourism companies (Sánchez-Casado, Artal-Tur and Tomaseti-Solano, 2021). They can

promote their products and services on these platforms due to its global reach. Social media
platforms are having global reach which means a company based in UK can promote their
products and services on social media platforms in such a way which will help them to attract
more customers. They can share attractive content, pictures related to destinations, customer
reviews and many others. Customers can also ask their doubts and share their experience through
comment section of these social media platforms (Aydin, 2020). Hotels and restaurants can also
share their feedback forms on these platforms and ask customers to fill and resend them so that
they will get to know about experiences of their customers. There are various digital tools and
software which can be used to measure the performance of social media platforms such as Sprout
Social, Hubspot, BuzzSumo and many others (10 of the best social media analytics tools for
marketers, 2021). These platforms can help the companies to analyse whether their uploaded
content is appropriate or not and how they can improve their performance. In context of Perks
Resort and Spa in Telluride, Colorado had started a social media campaign where their social
media followers are required to share their stories of their experience gained from the hotel.
Furthermore, they asked them to tag their friends and family members and vote for the best story
related to hotel experience (8 Best Hotel Social Media Campaigns, 2020). Hence, this campaign
of mentioned hotel is results in getting impressive number of participation of their followers
which further help the hotel to become top most topic to discuss among their followers.
Section B
Question- With the help of clear examples, discuss how globalisation as a phenomenon has
impacted on a country or region of your choice. In your discussion remember to put
forward both positive and negative effects of the phenomena
Answer- Globalisation is the process where countries interconnect with each other to share their
trading activities between them (Asongu and et. al., 2020). Here, companies import and exports
their goods and services with each other and allow foreign direct investment. By fulfilling some
legal formalities, companies can easily trade from one country to another due to globalisation
and less restriction of economies. Due to globalisation, most of the companies have opportunities
to grow well by trading their products and services. For example, most of the retailing companies
such as Morrison, Tesco and few others are multinational company which have their stores in
more than one country gain more marketing shares and gain competitive advantage. All

multinational companies are having their business in more than one country and they are able to
connect with more number of customers due to globalisation. With the help of globalisation,
companies are able to use resources from another country like importing raw materials, attracting
skilled employees from another countries and many others. Hence, it is essential for countries to
maintain less restrictions on their trading activities.
In context of UK, they are having low restrictions on their trading activities which help
UK based companies to import and export their products and services in a easy manner. Hence,
due to UK's less legal and political restrictions on trading activities most of the companies from
other nations get attracted toward UK's economy and invest their business. On the other hand,
economical condition of UK such as high employment rate, effective GDP rate, infrastructural
condition and many others helps to gain attention of many companies.
Some of the positive impacts of globalisation on UK's economy are mentioned below-
Increasing in GDP rate of economy- Globalisation helps companies to invest in
business and more companies will get attracted to UK's economy which will further help them to
increase their foreign direct investment and it further help to develop their GDP growth. More
investment of multinational companies in UK due to globalisation will help the economy to grow
well.
Improving the quality of life of population- Globalisation also help UK's population to
improve their quality of life by increasing their purchasing habit (Meyer, 2020). Quality of life of
UK's population get improved due to globalisation because when more multinational companies
establish their business in UK then the population have more options to select quality products.
More option for employment- Due to globalisation, more companies will started
establishing their business in UK and then they need local employees for conducting their
business activities. Hence, the companies who entered in UK's economy due to globalisation will
hire candidates from same company. Hence, employment rate of UK get increased due to new
entered companies.
Major hike in hospitality sector growth- Due to globalisation, hospitality companies
are able to promote their services at worldwide level and they are able to attract more customers
toward their company. For example, a hospitality business in UK can promote their services
internationally by social media platforms and the traveller living in Asian country can book the
hotel services while sitting in their own country (Koengkan, Fuinhas and Santiago, 2020).

Hence, due to globalisation, travellers get to know about various destinations and hotel services
because globalisation help them to promote their business from one country to another due to
their interconnected strategies.
Opportunity for local companies to expand their business- Globalisation also helps
local companies to grow well within the UK's economy. Various kinds of SMES have
opportunity to grow well due to UK trade policy which promotes globalisation (Nuhu and
Ozden, 2021). Local companies have opportunity to import quality raw materials from other
countries and manufacture their finished goods to sell them.
Some of the negative impacts of globalisation on UK's economy are mentioned below-
Causes environmental damage- Production activities increases due to globalisation
because of increasing in demands (Rahman, 2020). Hence, it means the companies will use more
natural resources to meet the demand. In context of UK, in case their companies did not focus of
sustainable strategies then due to high demand of customers they have to face scarcity of
resources which cause biggest damage to their environment.
Causes fluctuation of currency value- Due to globalisation the fluctuation of UK's
currency takes place and fluctuations in the value of currency is not good for economic growth of
UK because it will further increase the chance of increasing inflation rate. On the other hand,
rapid fluctuations in UK's currency will also impacts upon their trading activities.
Increase in the chance of labour exploitation- More globalisation activities will
generate more chances for labour exploitation. In this situation, employers induces their
employees to work for them at lower wages and also exploit them regarding their work
(Titalessy, 2018). This happen due to lack of knowledge of labours related to their rights. Most
of the companies take advantage of globalisation and hire labours from poor countries whose
economy is not well developed. Increasing in more labour exploitation activities within a country
will decline their reputation.
Increase in terrorism activities- This one of the most biggest issue of globalisation for
developed countries. Countries like UK allow foreigners to travel in their country for various
reasons like visiting relatives, studying, business meetings and many others (Positive and
Negative Effects of Globalization, 2021). However all of them are not honest and loyal regarding
their aim for travelling from one country to another. Most of terrorist came to UK with a worker

visa with the most unlawful goal of terrorist attack. Due to such attacks, economy of UK have to
loss of human life which is the biggest loss for any economy.

References
Books and journals
Alemayehu, F.K., Tveteras, S. and Kumbhakar, S.C., 2021. Effects of Management Practices on
Firm Performance in the Hospitality Sector. Available at SSRN 3970215.
Anser, M.K. and et. al., 2020. Towards strategic business performance of the hospitality sector:
Nexus of ICT, E-marketing and organizational readiness. Sustainability, 12(4), p.1346.
Asongu, S.A. and et. al., 2020. Globalisation and female economic participation in sub-Saharan
Africa. Gender Issues, 37(1), pp.61-89.
Aydin, G., 2020. Social media engagement and organic post effectiveness: A roadmap for
increasing the effectiveness of social media use in hospitality industry. Journal of
Hospitality Marketing & Management, 29(1), pp.1-21.
Khanra, S. and et. al., 2021. Factors influencing the adoption postponement of mobile payment
services in the hospitality sector during a pandemic. Journal of Hospitality and Tourism
Management, 46, pp.26-39.
Meyer, D.F., 2020. The impact of globalisation on economic growth: the case of Visegrad
countries. In Forum Scientiae Oeconomia (Vol. 8, No. 2, pp. 25-36). Wydawnictwo
Naukowe Akademii WSB.
Nuhu, E. and Ozden, K., 2021. Socio-Economic Impact of Globalisation on Women in
Developing Countries. Black Sea Journal of Management and Marketing, 2(2), pp.34-
41.
Rahman, M.M., 2020. Environmental degradation: The role of electricity consumption,
economic growth and globalisation. Journal of environmental management, 253,
p.109742.
Sánchez-Casado, N., Artal-Tur, A. and Tomaseti-Solano, E., 2019. Social Media, Customers'
Experience, and Hotel Loyalty Programs. Tourism Analysis, 24(1), pp.27-41.
Titalessy, P.B., 2018. The impact of globalisation on economic growth in Asia-Pacific. Asia
Pacific Journal of Advanced Business and Social Studies, 4(2), pp.79-85.
Online
Globalization, 2022. [Online] Available Through:
< https://www.techtarget.com/searchcio/definition/globalization/>

24 Latest Hotel Technology Trends To Watch For in 2022, 2021. [Online] Available Through:
< https://www.ezeeabsolute.com/blog/hotel-technology-trends/>
Digital Keys: Generating value for hotels and their guests; a win-win., 2021. [Online] Available
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<https://saltosystems.com/en/blog/digital-keys-generating-value-hotels-and-their-guests-win-
win/>
10 Performance Management Tools Every HR Pro Should Know, 2022. [Online] Available
Through:
< https://peoplemanagingpeople.com/tools/performance-management-tools/>
10 of the best social media analytics tools for marketers, 2021. [Online] Available Through:
<https://sproutsocial.com/insights/social-media-analytics-tools/>
8 Best Hotel Social Media Campaigns, 2020. [Online] Available Through:
<https://rankdefender.com/8-best-hotel-social-media-campaigns/>
Positive and Negative Effects of Globalization, 2021. [Online] Available Through:
<https://edusson.com/blog/positive-and-negative-effects-of-globalization>