1762 Essentials Of Digital Marketing Communications : Fountain Essays


Assignment Task

With reference to a contemporary digital marketing topic, you are required to write an online magazine article discussing the impact of this subject on an industry of your choice.


Among all the sectors in the current economy, none of it affected by the current digital trends as much as the hospitality sector. Most of the customers in this domain is social travelers and even tourists. Digital marketing has ultimately become one of the most viable methods for getting all personal customers. It merely focuses on creating a brand and development of a group of customers (Ryan 2016). In the hospitality domain, there is various kinds of marketing strategies that can be considered to be effective for business. In the present age, social media is considered to be go-to platform for most the internet users. Most the internet user spends around 30% of their time on social networking. So, this particular platform can be considered to be suitable for this service. This is considered to be very true for the business in hospitality domain. Social media is the best platform for discussion and sharing of fun memories related to tours and holidays. Social media marketing strategy focuses on conducting research for different user at different social networking sites like Instagram, LinkedIn, and Facebook. These particular campaigns require involvement of both text and media like photos and videos. Hotel Industry can easily make use of digital marketing for engaging customers and clients. It is mainly needed for analyzing the need of different visitors and passengers. By making use of digital marketing techniques, people in hotel industry can easily interact with different customers both during and after the vocational experiences (Kannan 2017). Digital marketing is considered to be new and has certain advantages like it is affordable. It comes up with capacity of creating brand awareness among different people. Digital marketing is considered to be an important aspect of marketing strategy for any of the hotel business in the present technological conditions.


Considering digital marketing for hotels, Google adds is considered to be a most effective way of promoting the brand. Google has come up with hotel features in their standard google adds. People can look for hotel along with traditional advertisements for reaching the top. Google aims to promote the idea of hotel in its search unit which is displayed in traditional results above the common results. Google can easily go beyond the display of hotel at the time of searching for it on Google Maps (Stephen 2016). This particular feature is very much effective for most of the hotels that effectively utilize it. As most of the travelers are planning for trip by looking for destination. The search unit is very much noticeable for searching for mobile as it completely scenes on the first page. This merely highlights the complete business details ad reviews. The main aspect of Google Ads is cost per click system where bidding is found to be keyword for specific search. Google Ads needs to be on high priority at the time of implementing digital marketing for hotels. It should be completely aware of its complete working. Around half of the current travelers make use of search engine as the very step for booking a trip. Around 63% of it looks for search engine during the process (Todor 2016). It is expected that the number will grow in the upcoming days. In the last few years, Hotel sales and marketing has changed a lot in the last few years as a result of technological development. So, the hospitality sector needs to keep themselves updated with all the ongoing changes.


Social media can be considered as a bridge for proper marketing of products and services of different types of firms. This merely works by drawing attention for given website that ultimately drives the attention of social media which has attracting content. This merely aims to encourage the readers for sharing their views in social networks by providing information about firm (Rowley and Keegan 2017). In the hotel domain, social media has become an important source of marketing products like breakfast, lunch and dinner buffet. In addition, it also provides many more facilities to different customers. Some of the online network networking sites like Instagram, Facebook and Twitter will be spread in most of the luxury hotels for the notion of evaluation and advertisement. It will also help in improving the present business capabilities. Hotels can easily find new forms of technologies that will help in maintaining the hotel presence on different social networking sites. It will help the online firms to ultimately increase the overall hotel sales. Optimization of hotel website is considered to be helpful in having a much better hotel business. This can be considered to be a technique for getting website in result of search engine. Most of the high ranked website is seen by many visitors that are visited frequently on search engine page. It also indicates how many times or frequently a site comes in a search list. This will ultimately help in getting much greater number of visitors to a particular website (Taiminen and Karjaluoto 2015). SEO emphasizes on various kind of search which is inclusive of local search, video search and lastly image search. To carry out effective video marketing, this merely requires to analyze by media that they want to focus. With increase in number of routes, users can easily prefer to share all the content. This will ultimately help in sharing the whole thing on online platform so that they can get more exposure to it.


As per Brian Halligan, CEO and Co-founder of Hubspot “What separates good content from great content is all about willingness to take risk and push to evolve”. Content marketing is defined as the most effective strategy which works with most of the hotels. This merely focuses on creating some effective content like photos, article and videos and posts in social media which does not promote business (Yasmin, Tasneem and Fatema 2015). It merely aims to generate interest in this. This can be defined as subtle for informing customers about the existence of business. They need to consider it at the time of check out. This is defined as a good policy for consumer retention which helps in engaging customers. It will help in keeping everything in loop for different kinds of services. The major issue in this particular strategy is all about getting the right content. This need to be engaging and capitative so that it can draw the attention of the audience. At a similar instance, the content needs to be sales where passive hint is all about existence for different kinds of services. According to Sorav Jain “Marketing, your presence on social media is important for creating your presence”. E-reputation is defined as a growing area in digital marketing. This merely requires involvement of management for building online reputation for business on social media and review sites (Karjaluoto, Ulkuniemi and Mustonen 2015). More often, customers look up for opinion, review, rating of the business on internet platform prior to making a purchase. Any kind of negative comment, review, and publicity on internet platforms can easily ruin the business. This is the main way the hotel business requires an e-reputation strategy. A good e-reputation will require marketing strategy in the disciplinary environment which requires input from digital marketing and public image (Visser, Sikkenga and Berry 2018). This particular step will lead to creation of loyal customer base for the hotel industry.


Digital marketing can be defined as the use of ICT (information and communication technology) which acts like method of creating, delivering and communicating values to customers. The basic difference between traditional marketing and digital marketing is the ability for collecting huge amounts of data about consumer and their behavior (Järvinen and Karjaluoto 2015). Their interactivity will ultimately improve the role of consumers and their effect related to marketing activities. As a result of competition in the current competitive market, the mere focus is all about retaining the demand for products and services. Most effective internet marketing activities can easily enhance sales and services. Digital marketing by using hotel websites and internet marketing through e-mail and internet through social networks. Attracting and entertaining website and direct communication through email promotion for products and services should be an important aspect of digital marketing. Hospitality industry has become one of the major principles that are needed for serving others. It is mainly needed for nurturing the customers. Hotel Industry is considered to be one of the fastest-growing domains as result of increase in tourism and its living standard (Saura, Palos-Sánchez and Cerdá Suárez 2017). As a result of digitization and tech-savvy people, it has become very much important for outreach and capturing the maximum effort as competition. The sales in hospitality sector are considered to be quite different from consumer goods as marketers are tangible and intangible products. In most of the cases, this focus on creating marketing services instead of goods and success depends on creating the right feeling among the consumer (Paul et al. 2018). Hospitality sector is mainly made up tourism and another kind of services, so as a result brand image is considered to be very much important. Marketers aim to ensure the fact that there is brand recognition so that most of the customer can make use of their again and again.



Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.

Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.

Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing.

Paul, P., Bhuimali, A., Aithal, P.S. and Bhowmick, S., 2018. Business Information Sciences emphasizing Digital Marketing as an emerging field of Business & IT: A Study of Indian Private Universities. IRA International Journal of Management & Social Sciences,(ISSN 2455-2267), 10(2), pp.63-73.

Rowley, J. and Keegan, B., 2017. Looking back, Going forward: the role and nature of systematic literature reviews in digital marketing: a meta-analysis.

Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

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.

Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, pp.17-21.

Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), pp.633-651.

Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(1), p.51.

Visser, M., Sikkenga, B. and Berry, M., 2018. Digital marketing fundamentals. Noordhoff Uitgevers.

Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration, 1(5), pp.69-80.

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