Task 3B Digital Marketing Plan

The student is required to use a Hospitality business and develop a Digital marketing plan for the next three years for Pullman Hotels and Resorts

https://en.wikipedia.org/wiki/Pullman_Hotels_and_Resorts

Opportunity

Digital contribution review using analytics customized to the business - What is digital marketing contributing now?

Current digital marketing capabilities - How will we improve our governance of digital marketing?

Digital or Multichannel SWOT - What are the key issues we need to manage?

Defined SMART Goals, Objectives and KPIs - What will digital marketing contribute in the next planning period.

Strategy

Vision for digital channels - What will digital marketing contribute in the long-term.

Segmentation and Targeting - What existing and new targeting approaches will we use to boost acquisition and retention?

Value Proposition - How can we improve value delivered by our brand(s)?

Budget for investment - What budget is needed to implement strategic digital initiatives?

Action

Digital governance - The Digital Transformation plan to improve People, Process, Tools and Metrics.

Measurement and testing - What optimizations are planned to improve efficiency and effectiveness?

Digital Marketing Plan Structure

Executive Summary

Opportunity

Digital contribution review using analytics customized to the business - What is digital marketing contributing now?

Current digital marketing capabilities - How will we improve our governance of digital marketing?

Digital or Multichannel SWOT - What are the key issues we need to manage?

Defined SMART Goals, Objectives and KPIs - What will digital marketing contribute in the next planning period.

Strategy

Vision for digital channels - What will digital marketing contribute in the long-term.

Segmentation and Targeting - What existing and new targeting approaches will we use to boost acquisition and retention?

Value Proposition - How can we improve value delivered by our brand(s)?

Budget for investment - What budget is needed to implement strategic digital initiatives?

Action

Digital governance - The Digital Transformation plan to improve People, Process, Tools and Metrics.

Measurement and testing - What optimizations are planned to improve efficiency and effectiveness?

Content:

Introduction

Situational Analysis

o Internal Environment (Porters 5 forces)

o External Environment/Macro Analysis (PEST)

o SWOT Analysis

Digital Marketing Strategies & Plan

o Revenue Model Strategy

o Target Market Strategy

o Positioning strategy

o Social Media Strategy

o Digital marketing Mix (7P's)

Evaluation

o WEBQUAL / ESERVQUAL

o Recommendations/Suggestions in regard to website

o ECRM analysis

o Brief Financial Budget (Approximate, Include plan components in budget)

Conclusion & Recommendations