Digital Portfolio

Digital Portfolio

Table of Contents
Assessment 1: DIGITAL MEDIA AUDIT......................................................................................1
1. Introduction.............................................................................................................................1
2. Digital Audit............................................................................................................................1
3. Target audience analysis.........................................................................................................7
Assessment 2....................................................................................................................................8
2. Provide a recommendation to the client as to why they should have a search engine marketing
strategy.............................................................................................................................................8
1. Introduction.............................................................................................................................8
2. Recommendation that Contiki should have search engine marketing strategy.......................8
REFRENCES.................................................................................................................................12

Assessment 1: DIGITAL MEDIA
AUDIT
1. Introduction
In modern time, business organisations has kept their focus upon performing online
promotions as it could be considered as the best and cheapest approach of marketing both brands
and products or services offered by the them. Here, it has became essential for companies to
perform the digital audit that aid in building a much more strong customized report design for the
company. It also helps in leveraging the brand considering digital strategies to meet all the goals
and requirements of company. In present report, firm which has been chosen i.e. Contiki Travel
that was found in the year of 1962 which delivers services like creation of coach trips for 18- to
35-year-olds.
2. Digital Audit
Client: Date:
Criteria Observations, comments and analysis Rating 1 to
10*
Digital
strategy
(please
articulate
)
Organisation i.e. Contiki capturing millennial travellers with user-
generated content posted among different social media. Digital
strategy of Contiki is that, it uses the content which its clients
(millennials) has uploaded on social media like photos, videos they
have made or captured while travelling. The content, which Contiki
uses basically gets collected from different channels like Instagram,
Facebook, YouTube and so on. After analysis, it is found that on
Instagram, Contiki Travels has 306,000 and its official page
consists of approximately 838,000 posts. On the other side,
considering the business goals of Contiki, the travel agency is
carrying a mission of bringing young travellers together to
8 out of 10.
1

experience the world. In present context, the digital strategy that
Contiki has utilised i.e. user-generated content is continuously. If it
is talked about this type of strategy a company (in travel and
tourism industry) uses the content for marketing themselves, which
is being posted by clients on different social media tools like
Facebook, Instagram and so on. This is because, in present time
individuals (clients) carrying the urge of experiencing the places
that are filled with adventure and joyousness. Posting different
posts that are done by Contiki's client of places that they have
visited helping them to show all the services that are being offered
by them. On the other side, it can also be said that digital platforms
that Contiki has used for promoting its services and themselves are,
mostly famous in all over the world like Facebook, Instagram,
Twitter, LinkedIn. These actions help company in attaining
different goals and objectives like enhancing the sales of services
by 5%. (CONTIKI DEALS, 2019). This can be done through
posting a particular advertisement of unique services or value
added services that company is offering to targeted millennials.
Rating which has been given to the digital strategy used by Contiki
is 8 out of 10 and the reason behind this is that, using user-
generated content helps clients in believing on services and
packages offered by company. Another reason behind using this
strategy is millennials majorly use social sites to stay connected
with others, travelling pictures of any individual and more develops
urge in them to travel the world (Connecting young travellers to
EXPERIENCE THE WORLD, 2019).
Strategica
lly
consistent
,
company-
If it is talked about Contiki, then mainly organisation promote
themselves upon Online platforms. The reason behind this, is that it
helps them in grabbing the attention of clients from all over the
world, where they can target a high number of travellers
(millennials). Considering the information given in Roy Morgan's
9 out of 10.
2

created
brand
messages
report it can be said that the total WC i.e. weighted count is 9168
newspaper readers and the WC of general activities online in the
last 4 weeks is 11470 (Travel and Tourism, 2019). This is why
Contiki has taken into consideration the online approach rather then
choosing offline promotional activities. Considering the official
page of Instagram of Contiki, where consistently communication
among followers and the management of Contiki, where messaging
related to different packages and more takes place. On the other
hand, if it is talked about Contiki, then it can easily be said that
organisation on a regular basis posts photos, videos and offers
among different social media platforms like Facebook, Snapchat,
Facebook and so on. Here, the reason behind giving the rating to 9
out of 10 is that Contiki is having an effective communicating
approach for its clients. Through this, maximum benefits could
easily be gained in right on time by business company.
Digital
tools and
social
media
used by
the
company
Instagram with 306k followers
(https://www.instagram.com/contiki/?hl=en), Facebook with 850K
(https://www.facebook.com/Contiki/), Twitter with 31,500
followers (https://twitter.com/contiki?lang=en) and more are said to
be some of successful social media tools that Contiki uses in order
to improve the customer base of the company. Along side this, in
present time organisation is using both official website, Instagram
are the two major online platforms that are being utilised by
Contiki on a regular basis. Since, the world has modernised itself, it
can easily be said that the decisions that, Contiki has made to take
in use of digital marketing rather than going for traditional
marketing due to it is cheap in nature and could help Contiki in
targeting millennials from all over the world, which is not possible
within traditional marketing without heavy investments.
8 out of 10
Examples If it is talked about Contiki, organisation has majorly utilised 7 out of 10.
3

of content
shared
photos on digital media tools like Instagram and so on. In present
context, Instagram has been taken into consideration that will help
in looking into different aspects like targeting the audience and
more.
With the help of above mentioned picture, it can easily be said that
Contiki is targeting the millennials that are looking forward to visit
France, through taking into consideration of existing client who has
visited the country with the help of their services.
4