ABSTRACT

Digital marketing is the concept of spreading your words or your voice to a large audience in
order to sale your product. there is a need of digitalization in the hospitality sector to be in the
race and grow with this sector as the technology in today’s time is growing every day and one
should be technology master to use these advancements .The main objective of digital
marketing in hotels is to communicate with guest in a better way and attract them in a visual
manner. There is a lot of scope in digital marketing as this platform is one of the fast growing
advertising platform and today every person even the children’s are having devices where
these advertising can be easily accessed. In future there will be easier for the speaker to send
its words to the audience and one will see that everything can be done through a small
electronic device in more efficient and effective manner. But one need to spend a lot of
money and time so as to be in the race of success and spread their words in the large audience
as the technology is changing in a very fast pace and daily a new thing is available in market.
INDEX

S NO. TITLE PAGE NO. REMARKS

1 INTRODUCTION 7
2 WHAT IS DIGITALIZATION 8
3 NEED FOR DIGITALIZATION 9-10
4 TYPES OF DIGITAL MARKETING 11-12
5 SCOPE OF DIGITAL MARKETING 13
6 LATEST TOOLS 14
7 CHALLENGES 15
8 FUTURE 16
9 IMPACT AFTER COVID 19 17
10 CONCLUSION 18
11 REFERENCE 19

Introduction

Digital marketing is source of marketing came to a boom in around 1990’s and today across
500million users are using this. As we all know that technology is upgrading day by day and
we are trying it to incorporate it in our business as people are using digital services more than
traditional sources to know more about a particular product. Today if you want to know about
any product you don’t need to go to several shop to buy a product you just type it on goggle
and you will get several shops with exiting deals etc. this is only possible through digital
marketing and up gradation in technology. With the onset of Internet reform and economic
boom of USA, customer expectation and need have formed a shape in which comfort and
satisfaction service has grown to be vital criteria for product choice. Several brands in
marketplace maintain working to evaluate the converting want of purchasers, growing
suitable product and locating market vicinity to reach the right customer. This virtual reform
has paved a brand new market on Internet in which the whole lot and some thing is available
to explore and overview and has a digital experience. India is a developing economic system
country and has been taken into consideration in the article to quick the concept and situation
of various traits of virtual marketing. The article will carry insights into the scope of different
digital developments and destiny scope. In the 2019 summit of United Nations, leaders spoke
about without borderlines economy reforms connecting new enterprise gamers to spend
money on developing financial system country. Here, to convey without boundaries and
seamless economy, virtual platform will play a chief position for access player in addition to
huge MNCs evaluated in the want phase of virtual advertising. This article has referred
collective researches and survey inputs from various sources and used secondary records
mixed strategies, maintaining it specific and high-quality perfect for students to capture many
new terminologies of digital marketing and bring utmost readability on destiny developments
of digitalization. Hospitality area has been studied in quick in correlation with digital
advertising and marketing. This article refers to examine on digital advertising and marketing
suiting modern want of humans limited to its choicest and safe utilization of Internet, taken
into consideration as one in all fundamental rights of human kind in twenty-first century.

Following are the objective that we will cover in this report:-

 WHAT IS DIGITALIZATION?
 NEED FOR DIGITALIZATION
 TYPES OF DIGITAL MARKETING
  SCOPE OF DIGITAL MARKETING
 LATEST TOOLS
 CHALLENGES
 FUTURE
 IMPACT AFTER COVID 19

WHAT IS DIGITAL MARKETING:-

It is the modern source of reaching to the respective audience in faster and attractive way.
This mode includes internet or technological based sources and this can easily see or it works
on computers, mobile phones & any digital networking platform. For some people it is a very
new concept and they are trying to incorporate it in their business. It is completely different
from the traditional face to face or hard print advertising. The base line for digital marketing
is to have an individual web site or apps so that different marketing tools can be used to
attract the customer. As per a survey 89percent of the users are active on internet for 4hrs per
day and most of the content for purchasing is done through social media reviews and
suggestion. The main advantage is through tech savvy generation that is attracted more
towards this and is a good opportunity for the businessmen or the hotels to approach the
audience.

NEED FOR DIGITALIZATION IN HOSPITALITY SECTOR:

The global is changing, and so is the worldwide hospitality surroundings. Due to the COVID-
19 pandemic, a new protection lifestyle is emerging that calls for the lodge workforce to
engage with visitors, control, and every different digitally to honor social distancing
mandates and assist prevent virus spread.Today we have infinite options to switch records
from one man or woman to some other, whether it's with the aid of textual content, Skype,
Zoom, social media submit, digital app, or stay media circulation, and reliance on these
virtual channels has grown exponentially among customers, in particular in this time of
quarantine and social unrest.Traditionally, hospitality has been a conservative enterprise in
relation to era; more emphasis has been placed on face-to-face interactions among body of
workers and visitors. COVID-19, however, is changing all that. Some of the bigger chains
that were early adopters of cell keysTravelers definitely notify the inn by way of SMS textual
content message while they may be in course to the assets. Front table attendants then check
visitors in remotely and send virtual room keys to their smartphones. Hotel offerings statistics
can also be accessed through cell app casting off the need to speak without delay with a
Concierge or front desk attendant and forgotten amenities can be asked by just announcing
"Alexa, ask home tasks to convey a toothbrush to my room.Digitalization is cultivating a high
tech - now not excessive touch - stay in which vacationers manage their studies and room
environments without risking social interplay. As the resort enterprise prepares for recovery,
operators may even need to leverage digital communication channels to hook up with
personnel and percentage procedural adjustments with all of us working and people yet to go
back. New cleansing procedures, social distancing parameters, and guest interaction practices
will want to be defined and enforced. Managing by strolling round will slow - if now not
prevent - and worker motion around the property can be curtailed Depending at the area of
the hotel and the pandemic's infiltration within the market, some lodges have employed
infectious ailment experts to make sure proper processes are in vicinity to stop the unfold of
the disease on premises. Others have invested in thermal cameras to locate accelerated frame
temperatures and mounted plexiglass in public regions to separate team of workers from
visitors. These measures, along side maintaining rooms vacant for twenty-four hours after a
guest exams out, come with a hefty charge tag. With occupancies at an all-time low and
RevPAR dwindling, operators might not see earnings return for a while. Reducing payroll
costs and overhead whilst adding automation will prove useful within the brief time period,
and possibly the long term too. Digitalizing employee communications immediately conveys
protocol adjustments, continues up morale, and emphasizes the significance of following
safety guidelines. Hotel managers do no longer have the time to name or textual content each
employee and observe up with them to ensure they're receiving relevant facts and
instructions. almost like learning a new job every week. Hours might be decreased, which
means that much less money in step with paycheck, and in the event that they emerge as
unwell, people may additionally lose their income altogether. Some human beings might also
simply determine hospitality isn't always for them anymore.

TYPES OF E- MARKETING:-
 OFFLINE E- MARKETING: telivisions and radio advertizing
 ONLINE E- MARKETING:
 SEARCH ENGINE OPTIMIZATION: It is the process of optimizing your
search content and showing it on the top on your search results or in simple
words we can say that increasing the qamtity amd quality of the search traffic
and increasing the visiblity
 SEARCH ENGINE MARKETING: It is one of the most used way to promote
or reach to the targeted audience .it works on the the paid concept ,by paying
the amount you can access to elite advantages like showing the site link or upr
on the top. This basicly works on the simple concept there are many packeges
that the search engines provide you for advertising your content and more
higher you pay more people you reach .
 DISPLAY MARKETING: It is the concept where images gifs videos digital
banners are used to attract the traffic. This is one of the most common and
efeective way on google ad word. This is done to catch the eye through
animations and technological support . i9it is easy for a businessman to show
his products in a short and effective way and can also show the visual aspects
of the products .
 SOCIAL MEDIAL MARKETING: In this method the seller or the advertiser
is able to attract the trafic or the intrested audience through other or external
sites .this mainly include paid promotions and links so as to attract many users
. today as the use of mobile applications has been increased and this methord
is suggested as the best method to attract the traffic .
 AFFILLATED MARKETING this method helps the owner to creat traffic
through website which creats traffic and display information. The owner hires
individual people who helps you to attract people or traffic using different
tools and on different devices.
 EMAIL MARKETING: It is used to communicate to the individual and the
promoter is aware about the buyer and can have a direct conversation with the
buyer . this mode is less preferd because you don’t know that the reciver is
interested in these kind of mails and is not marking it as a spam .
 WEB ANALYTICS: It is the process by which the search engine able to know
the behaviour of the searcher or the human . this is basicly done because all
 adds are not atrract all users so this analise the intrested users and show them
the adds of the same .

There are many other channels of digital marketing are:-

 Online classified ads

 Frame ads
 Banner ads
 Pop up ads
 Floating ads

SCOPE OF DIGITAL MARKETING:-

 Increae in the use of digital marketing is based on increae in number of internet users ,
as per a research made in 2019 there is increase in internet users by 63.4 percent in
2019 and may go to 85-85 percent in 2025.
 Around 65 percent of the total internet users buy a product by taking reviews from
different sites
 Through a research e commerce sale or the B2B sales have reached to 12 trillion
dollars globaly in 2019 and just like india is growing it will reach upto 200 billion
dollars by 2026 , and reach up to 24-25 trillion dollars by 2025 globally
 There are about 30 percent of the organisation are spending their about half of the
annual income in digitalmarketing or digital advertizment and in india digital
marketing is contributing about 21percent in the buget and might increase as
digitalization in growing in india at a very fast rate
 The digitalization is getting a great success because customer is able to see all the
products in a detailed manner and only sitting at home and there is a saying that
seeing is beliving on which todays market works
 Digital marketing best supports in a very short time period.
 Artificial inteligence is the best way to support the digital marketing and its
advancement
 Digital marketing also helps to analys the data and helps you to see what is your
marketing stratgy and what advancement or upgradation you need to make in an very
save and non stealable manner
  It given an oportunity to the owner
 Through a research we can say that this market is growing with a great pace and can
grow upto 22 percent by next 2 years

LATEST TOOLS OF DIGITAL MARKETING :

Organic Social Media: As per a survey held in 2019 Facebook was having 2 billion , tweeter
have 320 million , Instagram has 700 million users monthly this much audience are using
these social sites gives a most advantageous chance to spread their content so that they can
earn more revenue out of these.

Paid Social Media: The power of social media is much more than the organic tools . this has
a paid feature that helps you to attract the audience more and show your content to larger
audience that you are unable to reach if not used.

Display Retargeting: Retargeting is pretty green for buying customers lower back to your
site to make a purchase or turn out to be a lead once they in any other case might have been
bounced site visitors. The major platforms are AdRoll , ReTargeter

Programmatic Advertising: refers to using software to automate the acquisition of media

from both online and offline channels.

Website Testing: The smallest adjustments could make the most important difference in
relation to getting human beings to transform for your landing pages.

Video Hosting: Video content is heading in the right direction to take over eighty% of all net
site visitors by means of 2021. As a result, video has grow to be a advertising should-do as
opposed to an “greater” or secondary channel.

Content Creation &Content Curating: Marketers constantly want to fill their content

material calendars if to preserve up with the opposition and reach as a whole lot of their
target market as feasible.

Website Analytics: Most digital advertising gear obtainable have built-in analytics, right?
For example, Sprout Social has social media analytics that show how your content plays on a
selection of social structures.
Customer Service: Given that we stay in a name-out subculture, clients are turning to on-
line channels to reach out to brands with their inquiries and court cases more than ever.

Search Engine Optimization: When it comes to digital advertising and marketing tools,
search engine marketing is in which most of us want some major help.

CHALLENGES OF DIGITAL MARKETING:

Following are some upcomming chalanges for digital marketing:

 INCREASING COMPITITION
 ADAPTING TO NEW TECHNOLOGY
 HIRING AND RETAINING THE RIGHT PEOPLE
 REGULATION AND STRICT PRIVACY STANDARD
 INEFFECTIVE TRADITIONAL MARKETING
 INFLUENCE FROM ONLINE TRAVEL AGENCIES
 RISING CUSTOMER EXPECTATIONS
 LIMITED MARKETING BUDGET
 MANAGING MARKETING AND OPERATION

FUTURE OF DIGITAL MARKETING: The future of digital marketing is based on

the combination of past technology and the maturing intrest of people now days in
technology. This can easily be seen through the last 5 years over last 50 years . in last 5 years
human lifstyle is shifting to technological support and now days the industary is demanding
for quality plus best service offering and this can easily happen with technological support.
This is helping gaining the trust of the audience .it is just like the changes that are made from
past like from typing to voice search and now it is dominated by artificial inteligence.

There are total 4 factors that mainly affect your digital marketing:-

 TECHNOLOGICAL ADVANCEMENT
 ARTIFICIAL INTELLIGENCE CHAT BOT
 DATA AND PREDICTIVE TOOL
 VIRTUAL AND AUGMENTED REALITY
  MARKETING AUTOMATION
 STORY TELLING
It is one kind of content which is displayed on the websites or online which helps
the audience or traffic to attract towards your content . content can be
emostionalor may have some noises that creat a different attraction of audience
towards your content and diffrenciate your brand with others. this type of concept
helps you to make your content viral or get new impression on audience .
 ADVANTAGE OF FIRST MOVER: It is rightly said that the one who moves first
takes the advantage and this statement goes well with digital marketing also there is a
a lot of technological changes every day and the hotel brand grabs it will take the
benefit first out of it like use of alexa this helped the hotels to grab a chance to get
more closer to the guest experience and satistfaction through the help of artificial
intteligence abd make changes
 SMART DEVICE FOCUSSED MARKETING
 SPLIT TESTING
 PROGRMMATIC ADVERTISING
 PERSONALIZATION
 VIDEO MARKETING
 INFLUENCER MARKETING
 VISUAL SEARCH & VOICE SEARCH
 ARTIFICIAL INTELIGENCE:
 It is efficent and effective
 It helps you to gain a deeper satisfaction and better experience
 It helps to adapt it self with the progressive learing algorithum
 Understanding the needs of the guest in a better way
 I helps in enhancing the guest experience
 Increasing the market efecticity
 It also increases the ROI

IMPACT AFTER COVID 19: Tourism constitutes 10% ($275 Billion) to India’s
GDP (Business Line). This is not any small amount and will require a joint plan thru the
authorities and the enterprise to overcome the havoc because of Covid-19. This article
specializes inside the effect of Covid-19 and the possible recuperation roll-out of the
Indian hotel Industry. The branded, chain and a few pricey standalone inns constitute 1.4
lakhs rooms that's simplest five% of usual rooms available. The rest 95% are Bed &
Breakfast, Guest Houses and unbranded budget accommodations. The hotel industry
faces a loss of Rs. 620 crores (Business Line). Some optimists accept as actual with that if
the viral lasts until June 2020 and commercial agency options up inside the 2nd half of
the yr then the pandemic may want to have brought on nice 18-20% erosion of
countrywide occupancy at the same time as there can be a 12-14% drop within the ADR
(Average Daily Rate) (Hotelivate Report). This will count on that resorts in truth activate
the lighting and business enterprise could be the same as typical. This is an ambitious
assumption. It may be Industrial Corporation as unusual as an opportunity. As clients will
tip-toe to return returned lower back to normal travel, the resorts should additionally tread
softly to re-open. The following are hints that want to be taken to come back again
returned to everyday.

CONCLUSION
In the above report we foccused on many objectives regarding the digital marketing and
its role in hospitality sector that will play a very major role aster the covid 19 pandamic .
tn the phase one we will get to know the introduction that what is the report all about .
Above article famous digital market as a new place for distinctive brands wherein
corporation and customer can engage and evaluate every other. Significant boom of
Internet customers visible globally with India crossing 360 million, where 94% make
their presence to digital global through cell devices considering their are many carrier
provider whch provide reasonably-priced internet has also gave a lift to digital marketing
The social media platform has come to be unique marketplace area for exclusive brands
and AI is new language of Digital marketplace that's permitting industry to conform and
increase efficiency. Irrespective of local differences, digital frequency is unanimously
increasing, various age group humans accepts online transaction as safe and comfortable
mode, male and woman purchase behaviours are same, male woman behave quite alike
with respect to purchase frequency, urbanity and on line protection notion. Digital
advertising and marketing helps purchaser Connect to product, Create its own
requirement. Communicate, Collaborate with brand. Discipline to records privacy with
the aid of the community and social media platform is sensitive to hold for allowing good
sized and mass utilization of virtual advertising. Although digital platform has some
threats to safety and privacy, it is the trend in contemporary society and is frequent
international as the largest market for all manufacturers. thereare many companies which
use many tools to help you with the digitalisation and this is one of the most impotantant
aspect for a hotel to be digitalise as it is most important today to surrvive in this sector as
this sector is growing with growth in technology and to be in the business it is very
important to be digitalise in terms of sutvival in the business and provide guest
satisfaction digitalisation not only means to do advertisment but also use them in making
your busniess more efficent and effective as this will lead you to gain loyal customers . it
also helps the organisation to communicate and teach the employees as there is a difrent
way to teach your employess as they are diffrtent language available to make them
understand the new procidures easily.