DIGITAL MEDIA AND SOCIAL MARKETING: 5
DigitalMarketing and Social Media
Various businesses are currently adopting the useof digital marketing campaigns in the world. The digitalmarketing campaigns entail various activities and actions. However,most of them are multiple applications which are compatible with thedigital electronics like computers and mobile phones. Theapplications are created as software`s, andthey are run as applications to the gadgetsmentioned earlier so that the user can utilize them at his orher convenience. In this particular paper, we will be specific onexamining how the Hilton hotels have sought to do digital marketingcampaigns in the use of an app.
The question which comes to the mind of various people is how theapplications perform a marketing task. The answer is very simple. Formore illustrations, after the application is build, it is availed invarious sites on the internet which like the Google play store sothat different people all over the world can be able to access themfrom where they are at their own convenience. An individual can beable to access the application either for free or for a small feefrom the sites. Note that many marketing applications are freelyobtained from the internet. It is because their primary intentionsare to market. However, most of the campaigns are done through themedia by sensitizing people to use the app you as a business areavailing to them.
However, note that many of the campaigns are done mainly to makepeople aware that a particular service or a commodity exists in themarket. In connection to this, it is important to note that themethod an organization or specific business uses will determine howmany people will be able to get the information. As it has beensaid earlier, the use of the digital methods to sensitizepeople about a particular commodity is the most efficient. There arevarious ways through which different companies and businesses haveadopted to make their campaigns. One of them is the media. In thisparticular case, the companies build a good visual or an audioadvertisement and then it takes to the various broadcasting stationswhere it is broadcasted. It may eitherinclude televisions or radio stations.
When for example, consideringan application made by the Hilton Hotels management to boost theirmarketing strategy, there are various techniques which areutilized. The first one is that the application is very simpleto understand. When an individual gets the application in his phoneor personal computer, the next steps are very easy to follow. It isbecause the app is made to utilize a simple customer journey model(Bucolo andMatthews, 2011). The app contains a set of instructionsto ensure that it directs the client to the intended part with muchease. When for instance, the model is easy, then it means that theapplication is more efficient and different people have an easy timein accessing the application. They can access the services at a fastrate. The act of making the application easy by using a simplecustomer journey model is an effective marketing strategy in thedigital marketing. As a result, it means that many people will beable to access the services which the business provides and thereforewe can say that the market is boosted byadopting the digital marketing strategy.
Fig (I) An illustration of a customer journey which Hilton hotelscan choose
There are various ways through which the app utilizes theclient walk model above. The HiltonsHotels can decide to use a digital marketing app. For example, theapp is supposed to use digital techniquesto penetrate to as many people as possible. However, in thisparticular case, the app uses digital technology to penetrate to thepeople. Note that the internet is the primaryplatform through which the app is utilized.However, remember that it uses the digitalmethod for various reasons. The main causeis that it is fast, efficient and convenient. To the larger extent,it is cheap when compared to the other means of marketing. Forexample, a person will only need to download the application andeasily navigate the various pages provided on the site to access theservices rendered. Note that many of theapplications are easy and self-explanatory to understand them. Forexample, through the Hilton Hotels applications when accessed throughyour smartphone or computer, it directs youon how to book a room or make a reservation.
The ad is aired, as a result a wide rangeof people can be able to see the advertisement and thus besensitized. The percentage of individuals who arestimulated depends on the scope of the airing channel (Tiagoand Veríssimo, 2014, p. 706). For example, the HiltonHotels after making their app they can decide to advertise it throughthe global channels like the BBC, Aljazeera, CNN and other globalchannels because the hotels are spread out in the entire world.Moreover, other means through which Hilton hotels can be able tomarket their application effectively is through various digitalmethods in the social media like Facebook,and Twitter.
Particularly, the other method through they can sell the applicationis through the Hotels website on the internet. It makes it possiblesuch that when people visit the website to make reservations and makebookings they can view the app. On the other side, when the othertime they need to make their reservations, they can hence utilize thevarious sites provided in the marketing sites to access theapplications through their phone and personal computers. Note thatwhen multiple people get the applications on their phones, they canbe able to access all the services provided by the organization andfor instance in our particular case we are dealing with the HiltonHotels. After they access, as such they can be able to bookreservations, book rooms and make various orders at theirconvenience.
The two important goals which have been achieved by the organizationsare for the first thing is that they have been able to marketthemselves. In other words, they have been made able to tell theworld that they exist. However, this act has attracted more customersin the business. The other thing is that the organizations have beenable to offer quality and efficient services to their clients throughthe applications. In the case of Hilton hotels, an individual canbook rooms without physically appearing to the receptionists to booka chamber.
In conclusion, the use of digital marketing applications which can beincorporated in mobile phones and the personal computers issaid to have been one of the significantboosts in various business organizations around the globe. To nodoubt, research has shown that these different agencies which haveutilized the use of the digital applications have achievedsignificant goals which are imperative to the businesses. We canconclude that the applications have provedto be very useful to various business organizations and customersaround the world. The digital marketing strategy should bewidely used because most of them are user-friendly.
Bucolo, S.and Matthews, J.H., 2011. A conceptual model to link deep customerinsights to both
Growthopportunities and organizational strategy in SME’s as part of adesign led transformation journey. Designmanagement toward a new Era of innovation.
Tiago,M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and socialmedia: Why bother? BusinessHorizons, 57(6),pp.703-708.