Understanding the Marketing Method: Digital Marketing

DIGITAL MARKETING
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Contents TOC \o "1-3" \h \z \u INTRODUCTION PAGEREF _Toc67373848 \h 3FOUR SEASONS HOTEL PAGEREF _Toc67373849 \h 4ANALYSIS AND OBJECTIVES PAGEREF _Toc67373850 \h 5OBJECTIVES PAGEREF _Toc67373851 \h 7TARGET AUDIENCE PAGEREF _Toc67373852 \h 8CHANNEL SELECTION AND CONTENT PLAN PAGEREF _Toc67373853 \h 9SAMPLE CREATIVE CONTENT PAGEREF _Toc67373854 \h 12MEASUREMENT AND DATA PAGEREF _Toc67373855 \h 14CONCLUSION PAGEREF _Toc67373856 \h 15REFERENCES PAGEREF _Toc67373857 \h 16
INTRODUCTION
The contemporary business world is full of competition in various arenas and hence, the use of adequate business analytics is implied for achieving a sustained market performance in a competitive business environment. The UK’s hospitality industry is full of strong competition which means that the businesses must use the adequate use of marketing and sale units to develop a successful marketing campaign that has the audacity to attract more number of customers through the electronic content. The authors propose that the use of adequate marketing and sales planning can help the business to not just sustain in the competitive business environment but also enhance the productivity of a marketing campaign. Conventionally, these marketing and sales strategies were based on a careful analysis of the existing or potential customer groups by observing their purchase journeys in response to a marketing campaign which included heavy financial investments on each marketing endeavour such as physical bill boards, publication of adds in the newspapers, running street campaigns for a product or any service. However, those campaigns were not just limited in its audience reach but also demanded heavy financial investments.
With the advent of technological revolution and the emergence of globalisation, the nature of business workings and marketing strategies have also re-shaped drastically giving birth to the most penetrative marketing method, “Digital Marketing”. According to a recent statistic, almost 70% of the total world’s population use smart phones and hence, are the targeted viewers of any online posted content. This implies the proof that digital marketing as a mode of marketing carries drastic reach. Other than the reach, digital marketing is also far cheaper as compared to the physical marketing campaigns and this is also one of the prominent cause of why the contemporary business firms prefer digital marketing campaigns over physical campaigns. However, noticing the effectiveness and significance of digital marketing for promoting the business performance, it is suggested by many authors and business experts to perform an effective and well-planned marketing activity that promotes the organizational performance (Chang et al., 2010). For this, the use of appropriate planning tools should be done to ensure that the marketing plan satisfies its pre-determined objective. The present activity is the written evidence of a digital marketing campaign for a renowned residence, tourism, land and air travel, and restaurant service provider, “Four Seasons Hotel.”
FOUR SEASONS HOTEL...