Assignment Sample on Digital Marketing Analysis of Marriott International
1. Introduction
- The analysis of digital marketing helps in the evaluation of targeted audience, business and competitors to make custom plans and strategy of digital marketing for the company.
- Marriott International Inc. is a foreign hospitality company of the UK which is considered as the top hospitality industry and identified for best business ethics.
The study is based on the current digital marketing of the hospitality company, Marriott International Inc. of the UK. Evaluation and analysis of the challenges faced by Marriott International Inc. are critically discussed in the study. Moreover, the contribution of digital marketing of the hospitality industry in organisational development is also explained.
2. Current Digital Marketing
- Digital marketing helps to reach the global marketplace by saving money and reaching more audiences for less liquidity and allow the business to maintain the brand image and loyalty (Saura et al. 2017).
- Current trends of digital marketing help people to book hotels, flights, doctor appointments online internationally through various social media platforms and websites.
Several digital platforms through which people can book hotels and appointments are Makemytrip, Goibibo, Airbnb and several official websites. Digital marketing technique helps the business to the reputation of the company through Online Reputation Management. The online process and current trends of digital marketing help the business to save time, retain customers and earn maximum profit.
3. Analysis of the challenges in digital marketing in Marriott International
- Ineffectiveness of data security means data Protection of the customer was not so strong in Marriott International Inc. which led millions of people into trouble (Marriott.com, 2021).
- Because of digital marketing, the renowned hospitality industry, Marriott International Inc., consists of several employees who faced negative publicity which led to the poor reputation of the company.
Data security is one of the major things that customers want and every business should focus on. In the year 2018, the personal information of more than 500 million customers was hacked which includes phone numbers, addresses, passport numbers and every single detail. Marriott International Inc. underwent an issue of negative publicity due to the rescue of multiple hotel guests only and left out others into the cruise ship.
4. Contribution of digital marketing in Organisational development
- Digital Marketing allows large and medium businesses to compete and fascinating their contribution of targeted price or tariff which help the organisation to develop (Bala and Verma, 2018).
- The digital marketing strategy of Marriott International Inc. focuses on the development of the organisation with specifically optimisation of the search engine, webinar production, and email marketing and social media marketing.
Digital marketing tools are used to maintain the service and products of the company more enhanced for the company to generate more sales. Holistic approaches are created and used to get the business more leads and also helps to gain a competitive advantage in the market.
5. Conclusion
- From the above discussion of digital marketing, it can be concluded that understanding the marketing preferences and customers behaviours is necessary for long term success.
- Adaptation of strategy and considering the advanced technology is associated with sustainable development of Marriott International Inc. is identified in the study.
The study elaborates the current situation of digital marketing and its contribution to the hospitality industry with several challenges.
References
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3545505
Marriott.com, 2021, About Us, Available at: https://www.marriott.com/ [Accessed on 24th May, 2021]
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital marketing environment with KPIs and web analytics. Future Internet, 9(4), p.76. https://www.mdpi.com/1999-5903/9/4/76
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