Digital Marketing Fundamentals From Strategy to roi marjolein Visser, Berend Sikkenga & Mike Berry

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1
 
 
NOW CHECK YOUR UNDERSTANDING:
 a 
There are seven different categories of websites. To which category does 
the website Marriott.com belong?
 b 
Make an inventory of how Marriott International uses mobile 
communications for Digital Marketing. To help you with this, take a look at 
https://mobileapp.marriott.com/ (N.B. This works on a tablet, laptop or 
desktop with Windows 10)
 c 
Section 1.2 explains how Digital Marketing can be more effective and 
efficient. Which of the seven advantages mentioned would also apply to 
mobile marketing as used by Marriott? Show evidence for each applicable 
advantage.
 d 
As part of which of the Four Cs does Marriott use mobile marketing?
 e 
Within which of the five marketing-related processes does Marriott use 
mobile marketing? Give an example for each core process.
 f 
The M Live social media monitoring hub plays an important role in providing 
a seamless customer experience. Find at least three other examples that 
demonstrate how Marriott has adapted well to the socially-connected world.
 g 
Devise a social media campaign for a Marriott hotel. Use the RAIA model 
and the Digital Marketing funnel to illustrate how this campaign can drive 
online hotel bookings via the Marriott website.
By monitoring what guests share, Marriot can deploy personalised 
marketing communications and surprise customers, leading them to 
become loyal customers and begin spreading positive messages about 
the brand. Of course, this needs to be done both sensitively and legally to 
give every guest a personal and valuable experience at every point on 
their customer journey.
The Marriot app even allows you to unlock the door to your room
Sources: hotelbusinessweekly.com, inc.com, skift.com and mobile-appmarriot.com

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Document Outline

• Front Cover
• Contents
• 1 Digital Marketing
  • 1.1 Definition of Digital Marketing
  • 1.2 Digital Marketing versus traditional marketing
  • 1.3 Digital Marketing and the Marketing Mix
  • 1.4 Digital Marketing in relation to business processes
  • 1.5 Development of Digital Marketing
  • 1.6 Two important models for Digital Marketing communication
  • 1.7 The outline of this book
  • Questions and assignments
  • CASE: Digital Marketing at Marriott