Homework 3: Digital marketing tools

Task 3 Digital marketing tools

Picture of Jonathan Zammit
Task 3 Digital marketing tools
by Jonathan Zammit - Sunday, 15 November 2020, 2:12 PM

Jonathan Zammit
MSTR 7009- Digital Marketing
Task 3


Digital Marketing Tools Beneficial to the Company


Introduction to the Company:


LABRANDA Riviera Hotel & Spa is a 4-star located in one of the best-preserved zones in the Northern part of Malta with pristine views looking over the islands of Comino and Gozo.  The Hotel is located in Mellieha which is a small picturesque village in Malta that offers any guest a mix of different experiences such as sandy beaches, authentic restaurants and even historical sites.

In these days, the demand for Digital Marketing in Hotels is on the increase. Travellers use different searching methods through online mediums by means of computers or even mobiles. One can search for the Hotels website and enhance the local search on Hotels by the given required content. According to (Parvez, 2018) Digital Marketing has made a notable revolution in the marketing industry where one can sell products in new channels. One should establish Digital Marketing goals and be smart in the chosen objectives. Before establishing the tools, we will be using for performing our marketing, one needs to know who we will be addressing, their taste and needs. A buyer persona needs to be created along with a D2C direct-to-customer profile (Draper, 2019). This marketing advantage will support the company in sampling new strategies, approaches and new techniques. These consumer changing behaviours could be drawn from Google Trends or even EMEA search insights. Most of the Marketing tools that will be an asset to the company are listed in detail below.


Search Engine Optimization (SEO)

By optimizing a Hotel website, this will be one of the main foundations in attracting better business for the Hotel. This practise is done by featuring the website in the search engine results, this process works with key words and the websites frequency when written in the search engine listings. It is the process of optimising a website so that it performs well and shows higher in Search Engine Result pages, creating the outcome of higher traffic and more opportunities to adapt forecasts into potential customers.  The higher the rankings are, the more visibility it will have on the number of visitors to your website. This tool will help us provide more brand awareness to attract potential clients that are searching for our product and service.  Marketing companies such as NIU can help specialise in this by using a data driven approach for a search engine to facilitate optimisation and be consistent with long permanent results.


Organic Social Media vs Paid Marketing:

These two types of marketing approaches complement each other; however, organic media is diminishing across the social platforms. Although organic social media posts only reaches 2% of followers on Facebook (Tran, 2020), it will help to avoid spending a lot of money on paid social and still promote the company for free for loyal guests and extends social sharing. The benefits of organic social media are; it is free and can experiment without paying social and email campaigns and can help to manage reputation with our customers. With organic social we can campaign using hashtags and even embrace social channels to sell our brands story. Paid Social media is a Cost Per Click CPC tool that is common with charging for promotion. This will extend the reach to audience beyond our followings and will reinforce the values and strengthen the approach to your P.R. message. Keeping in mind the (D2C) associated with today’s modern online shopping, this falls in line that customers, in fact assume direct brand connectivity. A Marketing site such as Hootsuite will help connect public within the communities, they live into their social media. They manage to make the brand leap forward and the organization with customer relationship management.


Video Marketing:

No doubt that videos are important, especially in a Hotel where you need to show case every fundamental spot. According to (Ho, 2018) a third of the time, individuals are watching online video content and by every view gained, money follows, 81% of people have been swayed to buy a product or service by watching a brand. When producing the video content, one needs to keep the campaign goals whilst keeping the spending according to the budget. If the company is aiming for the millennials or Gen Z, one does not need to spend too much money on video production and consider producing short videos for social channels like Snapchat, Twitter and even Instagram. However, if one has a larger budget, using influencers who have a respectable reputation and have the same topics featured on their own profile, in video promo or social media will give a great boost. According to the channels chosen one needs to ensure that the videos are adjusted and engaging. The downside of posting video’s on YouTube is that one needs to wait for two weeks after the video has been launched to make any arrangements or redefine the target clients. Trial and error, A/B testing, should be used to help figure out which elements of the campaign are not working.


E-mail Marketing:

E-mail campaign monitoring is a practical channel that is easy to use, yet extremely influential and used by thousands of agents across the world. It is an old system but still delivers the best return on investment. It is low in cost and can reach to platforms that have signed up to receive emails which can allow for a higher conversion rate since they are already engaged with the brand. Another benefit for email marketing is that you can easily measure where the promotion went wrong and by a click you can convert a rate and easily share (Pure360, 2015).



Website marketing:

Website marketing is less expensive than traditional advertising and provides the business with virtual 24/7 publication for clients to visit at any time. It can open direct communication channels with visitors and even analyses the impact of the campaign.  Examples of such Marketing tools are Google analytics and hot jar.








Draper, M., 2019. MediaPost. [Online]
Available at: https://www.mediapost.com/publications/article/343840/strategies-big-brands-should-steal-from-d2c-market.html
[Accessed 9 November 2020].

Ho, B., 2018. Criteo. [Online]
Available at: https://www.criteo.com/blog/video-marketing-strategy/
[Accessed 9 November 2020].

Parvez, S. J., 2018. Digital Marketing in hotel industry. International Journal of Engineering & Technology, 7(2.21), pp. 288-290.

Pure360, 2015. 10 benefits of email Marketing. [Online]
Available at: https://www.pure360.com/10-benefits-of-email-marketing/
[Accessed 8 November 2020].

Tran, A., 2020. Adroll. [Online]
Available at: https://www.adroll.com/blog/growth-marketing/paid-social-vs-organic-social-creating-a-hybrid-strategy
[Accessed 9 November 2020].