Brief :
Topic- Digital marketing plan
You are required to prepare the report based on the present scenario.
SCENARIO
The Hilton hotel follows up the digital leadership in their firm. The company uses an e commerce leadership, marketing leadership and the social leadership which is necessary in order to gain the competitive advantages. An e commerce has increases the hotel's revenue more than 30% from previous years. The rise in the online services has positive impact on the growth of a group. The china, US, Korea and the UK are leading channel and the customers of Hilton business and the holiday seekers are active and can generate the 10% of revenue in e commerce.
Due to the strong customer base and rise in online brands the Hilton hotel is shifting towards the “digital first” approach. The company has approx. 1 billion audience on the website and approx. 250 million followers on social network and this adopt the digital platforms. The present customers are craving for the animated content, impactful and short content. On the Facebook and Instagram, the company shows the high rate of engagement. Thus, the Hilton hotel paves the way for new marketing at digital age.
You are nominated for the head of digital marketing at the Hilton Hotel.
LEARNING OUTCOMES
| Learning Outcome | Pass | Merit | Distinction |
| LO1 Explain the various channels of marketing and how the communication objectives are served by this. | P1. study the various forms of marketing channel and in context to organisation, how they answer the communication objectives. | M1. interpret how the marketing channels of communication is linked with the organisation in order to maximise the resources and to add the value. | D1. justify how the value has been added through the marketing channels and also demonstrate how they respond to the communication objectives with the help of an example. |
| LO2 study an objective of communication and also justify the selection of channel and integration. | P2. create an objective for communication in context with the organisational situation. P3. provide clarification for the integration and selection of communication. | M2. Analyse the communication objectives in regards with marketing communication mix and the organisational objectives. | |
| LO3 form the appropriate content for the channel and communication objectives. | P4. In context with given scenario, make a plan of marketing communication that helps to meet the objectives of communication. | M3. examine the communication objectives in context with marketing communication mix and the organisation objectives. | D2. create a marketing communication plan which links with the multiple communication channels, the SMART objectives and the strategies to meet the business objectives and marketing. |
| LO4 Examine the methods of monitoring and also measures the digital marketing effectively. | P5. ascertain and study the techniques and the performance metrics in the digital marketing. P6. demonstrate a plan of action to enhance the performance of digital marketing. | M4. analyse the application of digital techniques and metrics utilised in the digital marketing. |
Read Also: Implementations of effective methods in digital marketing
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