Planning and implementation of e-marketing for an international hotel
The management of any hotel has the mandate to plan for its strategic goals. One of the goals that the management of Crown hotel is considering is how it can be the best in the market using none or little capital. In their planning, they have created pages on the internet where they can serve their diverse customers around the world. They have used facebook and Google to trade their goods and services. These sites provide spaces where they can post their goods and services enabling them to reach millions of customers around the world. Today many businesses including Crown hotels are using social media compared to the early days when TVs, billboards, posters and other advertising Medias were the only option. This has elevated the effectiveness of doing business using the social media as the clientele are availed with the information about the existence of the products or services the company is offering.
In planning of the Crown hotels e-marketing strategy, the management of the organization must first identify the target market. Target market in e-marketing may be the college students, married couples, young people and middle/high-income earners. Identifying the target market helps the hotel to be able to segment its market so as to serve the diverse needs of the people. E- Marketing strategy requires a plan before implementation. This is to ensure that those people who have the preference to spend their time on the internet are targeted and served. Crown hotel has segmented its markets based on the price sensitivity of the customers. The managements of the hotels have developed strategies that can meet the needs of the clients.
The implementation of e-marketing requires creations of company’s profiles on Twitter, Facebook, and other social media websites. For example, Crown hotels have created their Facebook profile where they have advertised the services they offer to their clients around the world. They have also given details on where they can be found and the luxurious services available in the hotel. It also requires customers be segmented according to their age, geographical locations, education and the levels of income. Crown hotels have set different quantities of drinks that the low income earners and high-income earners can purchase. This helps the company to determine the website that can be used to reach these demographics. In long-run, it enables the hotels to reach more international customers as well as the local ones. Implementing of e-marketing strategies also requires the management to develop an attractive message that can attract the consumers.
Author: Gitagiajose