Question: 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
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
Step by Step Solution
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