Digital Marketing-Highfield Hotel-Free-Samples -Myassignmenthelp

Question: Introduce the brand and explain the current offering, positioning and target audience of the brand. Describe the digital Marketing Strategies that have been used by the brand by analysing and evaluating the current website and Social Media Platforms used by the brand. Answer: Introduction Today in the digital age, it becomes important for the business to have strong online presence. The company must have an attractive website. Social media platforms also play a significant role to make the business popular. Through strong online presence the company can get various benefits. Attractive website works as silent salesman for the company (Gan et al., 2007). Even if a company does not provide effective products and services but the company can attract potential customers through website and social media platforms. If customers do not see the online presence of the company then company may loss so many customers (Wymbs, 2011). In the given report for research we have taken a local hotel of Sydney, Australia. The name of the hotel is Highfield hotel. The hotel is located at 166 Victoria Street, Potts Point NSW 2011, Sydney, Australia. The company has normal website in which only limited information is available. The Companys website is not attractive. Detail information abo ut company and its digital marketing strategies are mentioned in the report. One another local hotel, Amora hotel we have also taken for analysis. Analysis Highfield hotel provides room facilities to customers. Currently the hotel has total 32 rooms which are completely furnished. The hotel provides various facilities to customers like wireless internet service, clean bed sheets, clean bath towels, clean pillows, clean blankets, colour television, DVD player, heater, fan, refrigerator, etc. Both single bedroom and double bed rooms are available. Customers can do both short term and long term stay in the hotel. The hotel is located nearby Kings cross station. The hotel also arranges airport tickets for the customers. Customers can easily get other transportation facilities. The hotel charges different prices for different room types. Highfield hotel targets medium income customers because the prices of services are normal. The target customers of this hotel are singles, married couples and tourists. For positioning, the hotel uses its facilities and services which it provides in normal cost. The hotel is located at good place, which help s to attract customers. The hotel also provides additional facility like ticket booking for customers (Highfieldhotel, 2017). (Source: Highfieldhotel, 2017) Figure 1: Website of Highfield hotel In the given paragraph we have described the digital marketing strategies which Highfield hotel is using. We have also analyzed performance of its current website and its social media platforms. The design of the website is not good. The layout of the website is very bad. The content that is available on the website is also not attractive. Limited tabs are available in the menu bar and limited photos are present on the website. The photos of the hotel and of the facilities which are available on the website are also not attractive. Social media icons are also not available on the website (Highfieldhotel, 2017). For digital promotion, the hotel has posted advertisement on various websites like www.hotel.com,www.cleartrip.com, www.booking.com and other travel websites. Highfield hotel uses only two social media platforms which are Facebook and Youtube. The hotel only uses social media marketing for attracting customers. But after analyzing Facebook and Youtube we have analyzed that Hig hfield hotel does post regularly on social media platforms. On Facebook account the last post was posted on 10 April, 2017. Only 6 to 7 posts are available on Facebook and on You tube on 2-3 videos are available. Brand performance The Internet marketing strategies of the hotel are ineffective and the reasons are given in this paragraph. The hotel is using limited social media accounts for promotion and on the available social networking sites, the Highfield hotel is not posting regularly. The posts which are present on social media accounts of the hotel are also not attractive. The website of the hotel is very unappealing. Highfield hotel is not using other digital marketing methods like blogging, email marketing, search engine optimization, search engine marketing, affiliated marketing, pay per click advertising and content marking (Tiago Verssimo, 2014). All these digital marketing methods are essential and the company should use these methods to approach and attract customers (Schmidt, Cantallops dos Santos, 2008). The website of the hotel is not appearing in top pages of search engines and the reason is the content of the website is not effective. Effective keywords are not available in the content of th e website. Competitors There are so many major competitors of Highfield hotel such as Amora hotel, Radisson Blu Plaza hotel, Intercontinental hotel, Shangri-La hotel, etc. Amora hotel is one of the best hotels in Sydney. The hotel is successful because it is using various digital marketing strategies which are providing it competitive advantage. The hotel has very interactive website. The layout of the website is very attractive. Attractive images of rooms and facilities are present on the website. Social media icons are available on its website (Noone, McGuire Rohlfs, 2011). The customers can directly go to social media accounts of the hotel and can like and share the post. On the twitter account the hotel has posted many tweets and the hotel updates social media accounts regularly. The content available on the website is also very influencial. Amora hotel also does blogging to promote the brand. On you tube so many videos are uploaded till today. The hotel is also using search engine optimization method s, search engine marketing and pay per click advertising to increase brand awareness (Amorahotels, 2017). (Source: Amorahotels, 2017) Figure 2: Website of Amora hotel Conclusion In the given report the complete information about the Highfieldhotel, its offerings, target customers and its positioning strategy are described. Some digital marketing strategies which Highfield hotel uses are also depicted in the report. Some reasons are also mentioned to describe why the hotel has been unsuccessful with the digital marketing strategies. We have compared the Highfield hotel with Amora hotel in terms of digital marketing strategies. References Amorahotels, 2017. WELCOME TO AMORA HOTEL, viewed on 5 August, 2017 from https://www.amorahotels.com/hotels/amora-hotel-jamison-sydney. Gan, L., Sim, C.J., Tan, H.L. and Tna, J., 2007. Online relationship marketing by Singapore hotel websites, Journal Of Travel Tourism Marketing, 20(3-4), pp.1-19. Highfieldhotel, 2017. About Us, viewed on 5 August, 2017 from https://www.highfieldhotel.com.au/about.php. Highfieldhotel, 2017. Room Style Facility, viewed on 5 August, 2017 from https://www.highfieldhotel.com.au/room.php. Noone, B.M., McGuire, K.A. and Rohlfs, K.V., 2011. Social media meets hotel revenue management: Opportunities, issues and unanswered questions, Journal of Revenue and Pricing Management, 10(4), pp.293-305. Schmidt, S., Cantallops, A.S. and dos Santos, C.P., 2008. The characteristics of hotel websites and their implications for website effectiveness, International Journal Of Hospitality Management, 27(4), pp.504-516. Tiago, M.T.P.M.B. and Verssimo, J.M.C., 2014. Digital marketing and social media: Why bother?, Business Horizons, 57(6), pp.703-708. Wymbs, C., 2011. Digital marketing: The time for a new academic major has arrived, Journal of Marketing Education, 33(1), pp.93-106.