Devising a Digital Marketing Strategy (Distinction Criteria)

DIGITAL
MARKETING
STRATEGY

Table of Contents
INTRODUCTION....................................................................................................................4
What is DM? Definition and other related concepts.............................................................4
2. Why DM is important (Benefits of DM)............................................................................5
3. DM vs Traditional Marketing (Broadcast and Print media)...........................................6
4. DM Tools...............................................................................................................................8
4.1 Content Marketing With figure........................................................................................8
4.1.1 Paid (e.g. paid search engine marketing)......................................................................8
4.1.2 Earned (e.g. influencer, product review site)................................................................8
4.1.3 Owned (e.g. Company website, App)...........................................................................9
4.2 SEM/SEO............................................................................................................................9
4.3 SMM....................................................................................................................................9
4.4 Mobile..................................................................................................................................9
4.5 E-mail................................................................................................................................10
4.6 Company website.............................................................................................................10
4.7 Apps...................................................................................................................................10
4.8 Other DM tools.................................................................................................................10
4.8.1 QR codes.....................................................................................................................10
4.8.2 VR/AR.........................................................................................................................11
4.8.3 Newsletter (CRM).......................................................................................................11
4.8.4 Big Data......................................................................................................................11
5. Comparative analysis of 2 Tourism SMEs.......................................................................11
DM Tool...............................................................................................................................11
Company website.................................................................................................................12
SEO/SEM.............................................................................................................................12
App.......................................................................................................................................13
E-mail...................................................................................................................................13

Other tools............................................................................................................................14
SMM....................................................................................................................................14
Other DM tools....................................................................................................................15
CONCLUSION AND RECOMMENDATIONS.................................................................15
REFERENCES.......................................................................................................................17

INTRODUCTION
Digital marketing is the component of marketing which uses internet and online based
digital technology. Digital marketing is the means of performing consistent actions at right
time with the help of right online channel that can increase the revenue of business and
improve relationship with customers.
Top deck travel is tourism operator which offers different types of tours in 65 countries
two people between the age of 18 to 39. The company was started back in 1973 and offers
tune two different cities like Europe, North America, Africa, Egypt, Australia, New Zealand,
Asia and Middle East (About Us). The company offers more real and flexible tour packages
which has been more customer centric.
Expat Explore Travel is a travel and tourism company which was started by Carl Cronje
and Jakes in the year 2004. The company offers 50 tour packages to various destinations
across Europe, UK, USA, Asia, Canada, Middle East and South America (About Us). The
travel and tourism company has strengthened its position in the marketplace with their
affordable and hassle-free packages.
This report will define the digital marketing practices in tourism and hospitality industry
and the marketing functions which will be performed by the functions. The study will outline
marketing strategies and their practices with the help of comparative analysis. The project
will define the required information in comparison method which will be helpful in gaining
insight of functions and operations performed by different companies.
What is DM? Definition and other related concepts
Digital marketing is the term which refers to the advertisement that is performed through
digital channels such as search engines, websites, social media, email and mobile applications
(Kingsnorth, 2019). Digital marketing landscape is the use of digital technologies such as
mobile phones, internet, social media and email. The 3 C of marketing is the framework
which is used to evaluate different factors, which are- company, customers and competitors.
Digital marketing is the use of the Internet to communicate with consumers (Digital
marketing, 2021). Email marketing, content marketing, search platforms, social media, and
other activities are all included in digital marketing.