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Digital And Social Media Marketing Essay

2579 words - 11 pages

Digital and social media marketing STRATEGIES at sandal resorts international

Submitted by: Isaiah Shavaun Hippolyte

Submitted to: Mr. Ian Embury
Date: 16 March 2016

B.A. (Hons) International Hospitality Business Management
University of Derby Online
Digital and Social Media Marketing
Word count: 2000

Submitted by: Isaiah Shavaun Hippolyte

Submitted to: Mr. Ian Embury
Date: 16 March 2016

B.A. (Hons) International Hospitality Business Management
University of Derby Online
Digital and Social Media Marketing
Word count: 2000

Table of Contents
Executive Summary 2
Introduction 3
Findings 4
Digital marketing ...view middle of the document...

Many digital marketing initiatives have been undertaken to drive the company forward as the ultimate goal is exceeding the guest expectation. The award winning Social Media department for Sandals was founded by Tiffany Mullins in December 2011 and whilst impressive, with 4.5 million followers across 126 social networks (LinkedIn 2016). Sandals Resorts like any other hotel must be in a constant state of readiness for developments and upgrades as is characteristic of this era of technology.


Digital marketing is the use of digital technology which include hardware and software platforms to achieve the marketing objectives of a business (Chaffey and Ellis – Chadwick 2012. Whilst focused on the consumer, the traditional marketer’s activities suggested a passive consumer absorbing information on the brand. Thanks to the interactive nature of the internet, the consumer is now talking, to everyone, everywhere at all the times (Ryan and Jones 2012). “Social media is a digital marketing channel. The term commonly given to internet and mobile -based channels and tools which allows users to interact with each other, share opinions and content” (CIPR 2011 cited in Chaffey and Smith, 2013, p.214). Social media marketing is the use of this media to achieve marketing objectives. In short, digital marketing is the administration of a business’s online image. This would include the company’s website and social media presence online in conjunction with other online communication techniques like search engine marketing, social media marketing, email marketing, online advertising and partnership arrangements). Digital marketing resembles traditional marketing in two ways (1) that the focus is understanding people (Ryan and Jones 2012) and (2) Digital marketing operates alongside the overall business objective and thus supports the traditional marketing initiatives of identifying, anticipating and satisfying customer requirements profitably (The Chartered Institute of Marketing, 2012). This report will analyze the digital and social media strategies implemented by Sandals Resorts International and the review the potential weaknesses and strengths associated each implemented digital marketing initiative. The final part will make recommendations on introducing new digital marketing initiatives to improve on the existing.


Digital marketing strategies and their potential strengths

The advantages of digital marketing to the overall business can be explained in (Chaffey and Ellis – Chadwick 2012) Five Ss; Sell, Serve, Speak, Save and Sizzle. (Gregorio 2014) sums it up in that digital marketing allows for the business to meet their target audience effectively. As a form of inbound marketing, digital marketing activities will attract consumers who are interested in the particular services advertised. This form of marketing is cost effective in reaching the consumer while also reducing distribution cost. The internet has afforded...

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