THT2112 Digital Marketing for Tourism and Hospitality Tourism/Hospitality Website Audit SUNNY 1 1. Identify the purpose of the site 1.1 Digital-Business and Digital-marketing Opportunities • Lower...

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THT2112 Digital Marketing for Tourism and Hospitality Tourism/Hospitality Website Audit SUNNY 1 1. Identify the purpose of the site 1.1 Digital-Business and Digital-marketing Opportunities • Lower Costs: Reach the right customers at a much lower cost than with traditional marketing methods. • Trackable, Measurable Results: Obtain detailed data about customer responses to marketing campaigns. • Global reach • Access new markets across the globe. • Personalization • Connecting a database to a Web site allows for individually targeted offers. • The more consumers and businesses buy, the better the data and more effective the marketing. • One-to-one Marketing • Gain instant access to individual customers on computers and mobile phones. • More Interesting Campaigns • Use creative multimedia content to engage customers. • Better Conversion Rates (increased purchases) • Online customers are only a few clicks from a purchase, whereas when offline they must make a phone call or visit a store. • Twenty-four-hour Marketing: Allows 24/7 access to the firm’s products and services, even when the office is closed. 1.2 Owned, Paid & Earned Media SUNNY 3 2. Web Business Model 2.1 Different Forms of Online Presence 2.1.1 Transactional E-Commerce Site • Enables purchase of products online. • The main business contribution of the site is through sale of these products. • The sites also support the business by providing information for consumers who prefer to purchase products offline. 2.1.2 Services-Orientated Relationship-Building Website • Provides information to stimulate purchase and build relationships. • Products are not typically available for purchase online. • Information is provided through the website and e-newsletters to inform purchase decisions. SUNNY 4 • The main business contribution is through encouraging offline sales and generating enquiries or leads from potential customers. • Such sites also add value to existing customers by providing them with detailed information to help support them in their lives at work or at home. 2.1.3 Brand-Building Site • Provides an experience to support the brand. Products are not typically available for online purchase. • Their main focus is to support the brand by developing an online experience of the brand. • They are typical for low-value, high-volume fast-moving consumer goods (FMCG) brands for consumers. 2.1.4 Portal or Media Site • Provides information or news about a range of topics. • ‘Portal’ refers to a gateway to information; it is not in common usage today. • This is information both on the site and through links to other sites. • Portals have a diversity of options for generating revenue including advertising, commission-based sales, sale of customer data (lists). 2.1.5 Social Network or Community Site • These sites or parts of sites focus on enabling community interactions between different consumers (C2C model). • Typical interactions include posting comments and replies to comments, sending messages, rating content and tagging content in particular categories. SUNNY 5 3. Target Market for the Site 3.1 Target Marketing Strategy Evaluation and selection of appropriate segments and the development of appropriate offers. 3.2 Build Personal Attributes into Personas • 3.2.1 Demographic – age, sex, education, occupation and, for B2B, company size, position in buying unit; • 3.2.2 Psychographic – goals, tasks, motivation; • 3.2.3 Webographics – web experience (months), usage location (home or work), usage platform (dial-up, broadband), usage frequency, favorite sites. SUNNY 6 4. Online Consumer Behaviour Issues 4.1 Reasons for Purchasing or Not Purchasing online 4.2 Identify Behaviour in Response and Purchase Value 4.2.1 Value = Benefits – Costs SUNNY 7 5. Dynamic Forces 5.1 Internal Environment 5.1.1 Resource Analysis Review of the technological, financial and human resources of an organisation and how they are utilised in business processes. • Financial Resources • Technology Infrastructure Resources • Human Resources • Structure 5.1.2 Capability Analysis Level 0 • No website or social presence. Level 1 Company places an entry in a directory website that lists company names and has reviews and photos such as Google My Business (www.google.com/business, previously known as Google+ Local and Google Places) to make people searching the web aware of the existence of the company or its products. Level 2 • Simple static website created containing basic company contact and product information (sometimes referred to as brochureware). • Simple interactive site where users are able to search the site and make queries to retrieve information such as product availability and pricing. • Enquiries submitted by a form and transmitted by email will also be supported. Level 4 • Interactive site supporting transactions with users. • If products can be sold direct then an electronic commerce or online store option for online sales will be available. • Other functions might include user-generated content, social sharing of blog or product pages or an interactive customer-service helpdesk or Livechat. Level 5 • Fully interactive site and marketing automation providing relationship marketing with individual customers and facilitating the full range of marketing functions relevant for the sector. SUNNY 8 http://www.google.com/business 5.2 External Environment 5.2.1 Macro Environment The Rate of Environment Change • In the ‘digital world’, changes in social culture and particularly pop culture (what’s ‘hot’ and what’s not) tend to be very rapid. • Introduction of new technologies and changes in their popularity tend to occur frequently. Government and legal changes tend to happen over longer time scales. • Therefore, digital marketers need to be alert to the forces that are important in the context of their own trading environment so they can aim to ensure the competitiveness of the business. SUNNY 9 Technological Forces • Evolution from Web 1.0 to Web 3.0 • Digital Security • Graphical Images (GIF, JPEG and PNG Files) • Animated Graphical Information (Flash and Plug-Ins) • Audio and Video Standards • Mobile Apps • Social Location-Based Marketing through Mobile • QR Codes • Wi-Fi (wireless fidelity) • Emerging Technologies (IPTV, Internet TV & Virtual Videos) SUNNY 10 Assessment Task No 2 Economic Forces • Globally economic influences affect the level of success of business. • Economic