Unsuccessful Digital Marketing Strategy Of Shangri-La Hotels Sydney
Reasons behind the Unsuccessful Digital Marketing Strategy
Shangri-La Hotels and Resorts is one of the most successful multinational hospitality company. The Shangri-La Hotels at Sydney is one of the seven Hotels at Oceania region. The global marketing strategy mainly requires some kind of effort but along with it does have various kind of advantages. It mainly helps in ensuring the fact that marketing strategy is applied to this organization is much better way. One of the biggest benefits of this organization is its global operation in presence as a result of opportunity. It mainly tends to provide a proper understanding of this organization where the organization can operate in global platform.
In the coming pages of the report, an idea has been provided with respect to unsuccessful digital marketing strategy by Shangri-La Hotels Sydney. An identification has been done with respect to target consumer the brand is focusing.
Shangri-La Hotels Sydney is unsuccessful in the Digital Marketing Strategy when it was introduced in Australia. It tends to address massive kind of competition with other kind of hospitality organizations along with a similar services of same and better quality. The following are the reasons why Shangri-La Hotels Sydney has failed in digital marketing.
- The hotel does not have any strong mission, vision or purpose for the digital marketing. The digital marketing ideas does not match with the ideas proposed in the website.
- The organization does not have any adequate understanding of how the hospitality industry runs in the Oceania. The lack of research results in inadequate data
- Shangri-La Hotels Sydney have not been able to recognize the true competitor and competitor’s potential. Learning from the competitors is essential which Shangri-La Hotels Sydney has never done
- Shangri-La Hotels Sydney is not able to establish proper communication and develop proper understanding regarding core communicators.
- The organization has never been able to get a clear picture of their own services and how defined persona can be positioned according to the services
- The digital plan was never properly documented. That is why Shangri-La Hotels Sydney has been facing issues in team collaboration.
Wring Measurement of Cost per Acquisition: It is well known fact that measurability is among the best benefits of digital media. However, Shangri-La Hotels Sydney failed to define the main metrics. The organization has not been able to concentrate properly on measurability and it could not reach its desired visitors and viewers.
Assuming that Digital Marketing is a Part of Technology: Shangri-La Hotels Sydney could not understand that the digital marketing should be controlled and monitored by the marketing head. Instead, it was assumed to be integral part of technical department.
Considering Outsourcing as the Only Solution: Shangri-La Hotels Sydney did perceive that digital marketing is completely handled by the digital marketing agencies. Because of this reason, the digital marketing approach was focused on the core business and objectives of Shangri-La Hotels Sydney.
Setting Goals: Setting the marketing goals should be the first step in Facebook marketing strategy planning. These goals will illustrate what outcome Shangri-La Hotels Sydney is expecting from Facebook marketing. It must answer whether the organization wants to achieve increase website traffic or gain brand awareness. The goals will be set using SMART goals approach. The SMART goals has five elements such as specific, measurable, attainable, realistic and timely.
Pinpoint Target Audience: Reaching the right people will make the Facebook marketing strategy half successful. For this reason, the target audience is extremely important. The Facebook Ads Manager will allow Shangri-La Hotels Sydney to reach the right audience once the target audience is recognized.
Improvement of Social Media Marketing Strategy using Facebook
Setting the Budget: The calculation of monthly budget for Facebook marketing so that each move taken into consideration can be analyzed in terms of feasibility.
Engage Content Planning: Drafting the content for the Facebook post is essential part of the marketing. The contents illustrates the services Shangri-La Hotels Sydney provides and their objectives.
Equally Engaging Advertisement Planning: In order to create quality Facebook advertisements, various methods of generating engaging Facebook content can be applied. The contents will include texts, videos and images.
Daily Monitoring: Shangri-La Hotels Sydney must monitor their Facebook page daily. Responding to the user comments and replying to the messages is essential part of establishing proper bond between organization and customers.
A/B Split Test: Optimizing everything mentioned above is the final step in Facebook marketing strategy. This optimization will reveal when most of the views are obtained or which type of content is more popular.
Including hashtag: The hashtags are equally important as images in the instagram posts. The hashtag has a great role in allowing the users out of Shangri-La Hotels Sydney’s current follower sphere.
Becoming a Part of Instagram Community: In order to form relationship, the instagram can be extremely useful. The intagram is all about creating a community.
Recognizing Optimal Posting Frequency: Shangri-La Hotels Sydney can make a post one and a half times per day. However, Shangri-La Hotels Sydney must identify the accurate posting frequency by analyzing various factors.
Aligning the Images with Organization Vibe: Shangri-La Hotels Sydney will put concentration on making the images contribute to identity of brand. Therefore, having a strong brand identity is essential.
Optimizing Entire Profile: The process of optimizing the Instagram profile is very easy. However, the impact of properly optimized Instagram profile can be extremely beneficial.
Using the Right Tools for Streamlining the Effort: Shangri-La Hotels Sydney must use other applications like Incosquare with the Instagram application. In order to schedule the post, Shangri-La Hotels can use the Schedugram tool. Piqora can assist in searching engaging posts for Shangri-La Hotels to share with the audience.
Using Instagram Advertisement: Shangri-La Hotels can use the Instagram advertisements. The advertisements will be created in the Power Editor or Facebook ad Creation.
There are mainly four terminology in the twitter such as mentions, retweets, messages and hashtags. Using these four terminologies, Shangri-La Hotels will execute their strategies for Twitter marketing. The following are twitter marketing strategies.
Focusing on Customer Relation: It is very important to engage with the customers who mention Shangri-La Hotels. Shangri-La Hotels has not been responding to the customers using twitter. The organization should also concentrate on providing response more frequently and quickly.
Implementing an Active Strategy: Shangri-La Hotels can listen to the issues and requirements of potential customers by setting a program to look for specific keywords such as hotel, frustrated and more.
Monitoring the Brand: Shangri-La Hotels can use a tool named HootSuite for monitoring keywords that are associated with Shangri-La Hotels. This way the organization can track all the bad and good things told about them on twitter.
Approach: Shangri-La Hotels must consider a humble and respectful approach in the twitter posts too. All the tweets must reflect the atmosphere of Shangri-La Hotels.
Conclusion
From the above pages, it can be concluded that this report is all about unsuccessful social media strategy of Shangri-La Hotels. Shangri-La Hotels can easily make use of social media for reaching out and staying in connection with the customers. A list of methods has been discussed in details by which Facebook, twitter, Instagram for implementing digital media strategy. A list of reasons has been provided with respect to the brand has failed to meet the needs of the consumer.
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