Digital Marketing Strategy Essay Example – The purpose of this report is to develop a strategic digital marketing plan for tourism and hospitality services. The report is about the review of the hotel DE ‘Everest, in New South Wales. Most of the customers are tourists who intend to visit the place and stay in hotels. The report includes; opportunities, SMART goals, strategy and vision, action plan, analysis (SWOT and PEST analysis) and framework development for marketing and revenue plan.
Digital marketing plays a very important role in any organization. As we all know that social media is a great platform and companies can easily reach a large population to spread awareness about the company (Chaffey et al., 2019). A number of customers can be easily attracted through social media. A business that adopts an effective digital marketing plan can earn good returns over time. These days, digital marketing is a global strategy used to target customers. In a business like hospitality, you can offer customers the services and benefits of the hotel listed on your website or reservation website, the more customers are attracted to the service. A company can also use social media marketing by using Facebook campaigns and advertisements to promote the tourism and hotel industry.
Digital Marketing Strategy Essay Example
When developing a marketing plan, it is important to look for opportunities. Exploiting existing opportunities can allow a company to be a competitive leader. In this report we will try to discuss all the opportunities related to digital marketing. We intend to review competitor’s digital contribution, company’s opportunities for digital marketing and SWOT analysis of digital marketing. Opportunity analysis also allows the company to create SMART goals.
What Are The Main Advantages And Disadvantages Of Digital Marketing
The modern era is known as the era of digitization. Traditional methods are costly and time consuming. From various facts, we know that digital marketing contributes a lot to the marketing industry. It helps companies to go global and present themselves in the global market.
Digital marketing allows a company to reach more and more customers. Australia spends more than 50% of its advertising investment on digital marketing. The reason why Australia is the center of attraction for so many people is only because of the increased spending on digital marketing. In this regard, hotels and tourism centers are spending more on digital marketing to stay competitive and attract more customers.
Using SEO content on your website to make it more accessible to customers when they search is definitely a good approach. The development of the mobile friendly application that most people use to search for nearby hotels has also helped the hotel industry. The hotel is just a click away for the user who knows how to search for a hotel. Videos and photos of hotel rooms that show customers where they are staying have helped them find the best hotel within their budget.
Current market opportunities are above average, but not the best. There are several obstacles that we will talk about later in this report. Hotel DE’ Everest has created a well presented website as well as a mobile friendly app. Inside/outside pictures of the hotel are uploaded to give customers an idea of where they are staying. The description on the website explains the features and benefits of the hotel room. The spread of digital marketing is accomplished by creating a team that will work to improve digital marketing tools and techniques. The team will only work on digital marketing and prepare the content on the website. They also optimize the website to be easily accessible for customers when searching for hotels in New South Wales, Australia.
Digital Marketing Certificate
The power of digital marketing or using a multi-channel strategy is all about reaching more customers and establishing good brand recognition. Weakness
The possibilities of promoting digital marketing and using multi-channel include the company’s access to the global market and filling the gap in the market.
Smart means specific, measurable, achievable, realistic and timely. The goals of every business should be set according to SMART goals. DE’Everest Hotel should invest more in digital marketing and also set goals and prepare tasks to achieve these goals. Hotel management should establish key performance indicators to evaluate the performance of the team involved in digital marketing. SMART goals defined in this way help the hotel to attract more customers and become a competitive leader in the market through digital advertising.
This section contains the strategy that will be created for the digital marketing of Hotel De’EVEREST. A digital marketing plan strategy will focus on customer segmentation and targeting, creating a value proposition, and budgeting (Kingssouth, 2019).
Digital Marketing Resume Examples (guide & Best Templates)
The goal is to create an effective digital marketing plan using digital media effectively and efficiently that will attract more customers and increase the value of DE ‘Everest Hotel.
STP Segmentation Targeting and Placement is an important marketing task and to develop a digital marketing plan we do segmentation and targeting of customers who use digital media in their daily lives.
It is recommended that we use demographic segmentation. It includes all people from 24 to 60 years old, because most of them go on trips, vacations and business trips. We can target people with high income because they can easily travel and stay in hotels. We may also use behavioral segmentation to monitor how customers shop and how long they stay at a hotel.
Introducing an innovative service, such as designing a mobile app that can manage their bookings and accounts, can add value to the hotel industry. Customers can get discounts by using the app. And customers checking in and out of the hotel can easily manage their journeys just by using the app. This improves the value of this feature to customers. And uploading some useful content on the website for people. The content must be strictly related to tourism and hospitality.
Social Media Marketing (smm): What It Is, How It Works, Pros And Cons
The number of social media platforms determines the budget. The lower the number, the lower the budget costs. Hotel DE’Everest aims to attract the number of people through its advertisement.
Estimated budget is around $6,000 to $8,000 depending on the platforms we use for digital marketing. More than 60% of the marketing budget is spent on digital marketing.
This practice includes managing people, process and tools to improve the effectiveness of people and the digital marketing process.
Digital governance is necessary to assign roles and responsibilities to the people who will be responsible for the company’s digital marketing activities (Marland et al., 2017). In this case, Hotel De’EVEREST should prepare a digital management framework to assign roles and responsibilities to the digital marketing team and make them accountable for the entire digital marketing performance.
Shein’s Digital Marketing Strategy
Key performance indicators are used to show team performance (Parmenter, 2015). And the hotel is launching an app that helps customers book rooms and pay bills easily.
Situation analysis to examine the current market scenario and what trends are being adopted by competitors in the hotel industry.
The internal environment of a hotel includes employees, management and company culture (Bhandari, 2017).
The analysis is based on research done by looking at customer reviews about the hotel. If the hotel is registered on different booking websites and we can only book a room using these booking websites. People staying at Hotel De’EVEREST leave reviews on booking websites and social media to provide information about the hotel surroundings, how their stay at the hotel improved or worsened. These reviews have both positive and negative comments. Some people like to stay in the hotel, while others said that the pictures of the rooms on the website are different from the actual room. But in general, the rating of the interior environment of the hotel is good.
Essay On Rethinking Marketing Strategy For The Digital Age
Hotel management can be more creative and come up with more attractive strategies for people. It is necessary to develop a reliable and creative plan for hotel digital marketing. The hotel’s website looks good and they can improve by investing in advertising and digital media campaigns.
The external environment includes the market in which the company performs its functions and the hotel’s competitors (Hueske et al., 2015). To assess the external environment we can adopt SWOT and PEST analysis.
Digital marketing strategy plans can help increase revenue by maximizing a company’s profitability by introducing technology-based innovations and working on research and development to improve technology (Chaffee and Smith, 2017)
In this review, digital marketing strategy plans include target market and revenue strategies