Devising a Digital Marketing Strategy ( Pass Criteria )

Digital Marketing Strategy

Table of Contents
Introduction......................................................................................................................................3
1. What is DM? Definition and other related concepts..........................................................3
2. Why DM is important (Benefits of DM)............................................................................4
3. DM vs Traditional Marketing (Broadcast and Print media)...............................................5
4. DM tools.............................................................................................................................6
4.1 Content Marketing ...........................................................................................................6
4.1.1 Paid ...............................................................................................................................6
4.1.2 Earned............................................................................................................................7
4.1.3 Owned............................................................................................................................7
4.2 SEM/ SEO........................................................................................................................7
4.3 SMM.................................................................................................................................7
4.4 Mobile...............................................................................................................................7
4.5 E-mail...............................................................................................................................7
4.6 Company website.............................................................................................................8
4.7 Apps..................................................................................................................................8
4.8 Other DM tools.................................................................................................................8
4.8.1 QR codes.......................................................................................................................8
4.8.2 VR/ AR..........................................................................................................................8
4.8.3 Newsletter (CRM).........................................................................................................9
4.8.4 Big data..........................................................................................................................9
5. Comparative analysis of 2 Tourism SMEs.........................................................................9
Conclusion and recommendations.................................................................................................10
References .....................................................................................................................................12

Introduction
Digital marketing refers to the advertising the and marketing through the digital channels
it is also known as the online marketing which uses the internet for reaching the customers. This
marketing promotes the brands for connecting with the customers by using the digital
communication. Digital marketing is mainly important for reaching the global world and also For
easy tracking and monitoring of the campaign (Sokolova and Titova, 2019). Online marketing
from the social media, travel blogs helps in the tourism and the hospitality enterprises for
recognizing the latest trends and the ever-changing world rapidly. This also helps in small and
medium enterprises with the higher return on investment and the conversation rate resulting in
the higher revenue for the small and medium enterprises (Batubara, 2020).
1. What is DM? Definition and other related concepts
Digital marketing is become the necessity for the internet driven technological world.
Digital marketing in small and the medium enterprises helps in promoting the services and the
products (Tanford, Kim and Kim, 2020). In the tourism industry digital marketing is being used
for the effective and innovation tools which helps in development, awareness and reinvesting in
the enterprises. The main purpose of marketing in tourism and hospitality is to promote the
products and services of travel and hospitality services comprises the rooms, breakfast, lunch
dinner, buffet, spa services and also helps in sharing the information and opinions with the guest
for providing the information to the customers (Chaffey and Ellis-Chadwick, 2019).
Digital marketing has become the key focus areas for all the businesses including the
tourism and the hospitality industry. The tourism industry will be guided by the strategies that
are coming up for utilizing for the best trip and providing the worthwhile expedience for all the
patrons (Alvermann and Sanders, 2019). Digital marketing helps in promoting of the products by
online advertising as e- marketing. These advertise the products over the internet through the
electronic media, buying the various modes channels and helping in the marketing campaigns.
These campaigns will tourism and hospitality enterprises in building the quality of the website,
this also gives the strong media presence at the social media platform like the Facebook, Twitter,
Instagram (Christina, Fenni and Roselina, 2019).
The presence on digital marketing platforms will help the small and the medium
enterprise for establishing the creditability, also helps in improving the customer services,

furthermore it provides insights for the customers. The internet will help in launching the new
modes for marketing for the target audiences of the tourism and hospitality industry. From digital
marketing the user purchases the tourism and the travel tickets online Just by clicking one button
(Bala and Verma, 2018). Marketing digitally will help in search engine optimization also for
making the content attractive, email marketing and this marketing is mobile friendly. Marketing
digitally will provide the best pre trip experiences to the customers and information technologies
creates the new medium relationships for the selling and promoting the products. Guest can
receive quality information on the desired interest through digital technology (Dewi, 2020).
Moreover, with the good user experience 90% customers are increased preferences for
the hospitality and tourism packages and also visit the site for making the purchase. Digital
marketing also provides the unique points for selling the customers about the hospitality
industry, with the USP industry will provide the new and emerging facilities which the
competitors do not have this will help the increasing the business. Further more, with the use of
the digital marketing the queries for the customers about tourism and hospitality industries get
resolved very fast and Using the online marketing will build the social media appearance and
uploading AD with different good places and showing the potential customers about the
exclusive travel deals, packages for the hospitality services.
Various digital marketing strategies used in tourism and hospitality industry mainly are
the mobile applications with the wide range for reaching the references mainly the trip advisor,
yelp these are the apps constantly being used for deciding on the best experience. The important
strategies which can be used into hospitality industry are listing; The most important is listing the
hotel on the google which will provide many features to the industry and rating with the review,
also collection of the hotel on the industry page, adding the site manager, hotel attributes, also
integrate the meta search for hassle free bookings. Further more, the content marketing (which
creates the content post for promotion), SEO (this will improve the rankings of the industry at
the search engines pages ; also the SEA Will provide the (search advertising for appearing the
first for the researchers, the customers searches for the tourism and hospitality industry.
2. Why DM is important (Benefits of DM)
In today's competitive business environment and developing world, companies attempt to
move forward in tern of adopting new technologies and methods of promotion, which play
significant role in their success and excellent growth for which organisation may work really