Role of Digital and Social Media Marketing - MyAssignmenthelp.com

Question: Discuss about the Role of Digital and Social Media Marketing. Answer: Introduction This report discusses the digital marketing strategy of The Bayswater Sydney. The hotel Bayswater Sydney is a boutique hotel located in King Cross. The location of the Hotel is good as it is situated just 100 meters from the King Cross Railway Station. The problem for the hotel is the competition as there are a large number of hotels in the region. The company needs a strong focus on its marketing strategy that to create a unique position in the market (Stephen, 2016). However, till date, the brand has not been able to make an impact with its marketing activities. The company has a weak digital marketing strategy with limited budgets. The organization has limited budgets in the modern digital marketing platforms like Facebook, Google and mobile advertisement. The company does promote itself on FB platform. However, the positioning is weak and as a result the organization is not able to generate the desired pull from the market. The engagement rates of digital marketing are at all-tim e low (Critchlow Moodie, 2016). The company is not able to position its core competency or unique selling proposition through its digital marketing strategies and this is one of the roadblock for The Bayswater Sydney in the digital marketing area. Target customer definition The hotel, The Bayswater Sydney is a boutique hotel that primarily caters to business professionals and travellers. The organization is not behind the family travellers. The primary target audience for the organization are the people who are willing to spend close to 130 AUD per night and do not expect the luxury treatment. The hotel does provide basic services and amenities. However, it is not a luxury hotel. In terms of income level segment, the company targets the mid-size income group (Tiago Verssimo, 2014). The need or the wants of this customer segment is limited. However, this customer segment expects a good return on their investment. Therefore, value for money, matters for this customer set. The organization is not able to meet customer needs as it is not able to establish the connect with consumers. The customers in this target audience has a large number of options and the option of plenty is a difficult issue for brands like The Bayswater Sydney who does not have any com petency in terms of products. The value proposition from the hotel looks similar to the value proposition from any other hotel in the region. In terms of digital marketing, the issue for the organization is to reach its target audience with minimal ad spillage. The company has limited digital marketing budget and with that budget the organization cannot reach out to the entire set of its prospects. Moreover, the frequency of ad serving is not that great and as a result the brand is not able to establish a mark to customer's mind with digital advertisements (Royle Laing, 2014). The good thing for organization is that its target audience have a strong presence on social media platforms like FB. The key tenets of The Bayswater Sydney on FB marketing would be user acquisition and brand awareness and establish top of the mind brand connect. The FB marketing strategy would be established through FB marketing campaign (Jarvinen Karjaluoto, 2015). The good thing with FB campaign is that it can be started with budgets as low as AUD 100. The marketing campaign would be based on STP (Segmentation, Targeting, Positioning) approach. With the marketing campaign a ad unit would be developed and this ad would be shown to the prospects over the FB. The example of this ad unit can be shown as: Another key tenet of FB marketing strategy would be marketing through FB page. With this approach, the idea is to create fan following on FB page. The 4Ps of marketing strategy would be used to put the content on FB page. Among all the 4 Ps, the organization must focus heavily on promotional offers. The snapshot of the FB page of the company can be shown as: Instagram marketing strategy Instagram is a powerful tool to be used in digital marketing strategy. For the hotel, the main benefit of Instagram is that it helps to create a connect with photos and videos. In a way, it looks more appealing. It is recommended that the company should use # tag marketing approach on Instagram. The company can launch several # to create a buzz in the market. There could be hash tags like #BestIsBayswater. It is important that the company should keep a track on the number of users using the hash tags. It would be correct to say that Instagram is the latest social platform that would enable the organizations to get the support from the people in the market. The integration of Facebook and Instagram further adds value to the use of Integram. People can not post Instagram feeds to FB. It is also important to mention that photographs and video creates a better buzz than texts and words (Stone Woodcock, 2014). Therefore, it is important that organizations should have a strategy to create video content and post the content on Instagram. It is also important to mention that organizations should create the mobile video content and the desktop video content should not be used to fit in the mobile screen. Recently, marketers and advertisers has started to talk about viewability in mobile and considering the fact that mobile penetration and the use of mobile phones for social media has increased exponentially in Australia, it would make sense to create the content specific for mobile screen (Leeflang Verhoef, 2014). The Instagram page of the company with hashtags can be shown as: Twitter Marketing Strategy Other than FB and Instagram, it is recommended that the company should also invest on Twitter. The benefit with Twitter is that it is short and crisp. With Twitter, hotel can reach out to its target audience in less than 140 characters. It would be correct to say that Twitter provides a powerful tool to marketers to connect to audience. The digital marketing on Twitter could be effective when the frequency of Twitter posts is high (Zerr Albert, 2017). It is important that the organization should have strong followers who may want to repost the Tweet from the hotel. It is recommended that the organization should create a culture where the employees are reposting the updates of the hotel on Twitter. This strategy would ensure that the organization is able to make maximum benefits of Twitter platform. The snapshot of the Twitter handle of the company can be shown as: Conclusion The key problem with the hotel is that the management of The Bayswater Sydney still believes in traditional style of marketing. With the above discussion, it can be said that the digital marketing strategy is the way forward for Hotel. The above paper discusses various benefits of social media platforms for The Bayswater Sydney. The three key digital marketing platforms for Hotel should be Facebook, Instagram and Twitter. It would be great of the employees of the organization can act as the advocates of the brand. It means that the employees of the organization should promote the branding of the hotel on social media platforms. In the end, it can be said that an integrated effort from all the stakeholders would ensure that the hotel is able to achieve its marketing objectives. At the same time, it is also recommended that the hotel should also increase its digital marketing spends. 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