Digital Sales and Marketing

This document provides a comprehensive guide to digital sales and marketing strategies, measurement techniques, and performance metrics. It explores the opportunities and challenges of marketing and sales campaigns and offers recommendations for improving performance. The document also discusses the application of Omni-channel marketing in the tour operating sector, using the case of TUI Company as an example.

Digital Sales and
Marketing

Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Covered in Leaflet.......................................................................................................................1
PART 2............................................................................................................................................1
Plan for digital sale and marketing campaign using recognized marketing method and applied
this to TUI business.....................................................................................................................1
Omni-channel has evolved and its application within the marketing and sales campaigns........3
Marketing methods and Omni-channel marketing to meet strategic objectives for customer
acquisition and position at TUI....................................................................................................4
Measurement techniques and performance metrics used in digital marketing............................5
Actions to improve performance in digital marketing.................................................................6
Critical evaluation of monitoring and measuring and recommendations....................................6
Critical evaluation of opportunities and challenges of marketing and sales campaign and
measuring performance...............................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Travel services plays crucial role within the organization that satisfies human needs and
wants in a perfect manner through giving best services to travellers during travelling time. With
the help of providing such kind of services to customers they can achieve their desired goals and
develop good relations with customers at marketplace. Thus these assorted industries always use
digital marketing tools and technologies that utilizes the online and internal based digital
techniques such as mobile homes, computers and so many different kind of digital marketing
platform that increase their overall sales and revenue every time. Along with it help travellers to
find out best tourism services that makes business advance and develop better plans for them.
Using so many digital marketing tools maximise the overall growth of business and utilise all the
resources to give huge satisfaction for customers. Present report is based on TUI Company
which is one of the best travels and tourism firm that deals with hotels, airline, travel agencies
and retail stores (Bechter and Swierczek, 2015). Moreover, this report includes underpinning of
digital sales and Omni channels within the tour operating sector, digital tools for sales and
marketing, marketing campaign for tour operations business and at last, various kinds of
applications within marketing and sales campaigns.
PART 1
Covered in Leaflet
PART 2
Plan for digital sale and marketing campaign using recognized marketing method and applied
this to TUI business
A marketing strategy is the agreement to achieve one or more specific objectives
associated in an attractive and accessible way. Think about what your business is doing well and
what you are losing in relation to the goal you have set, and then you must achieve it.
Digital selling plan:
1. Optimizing online sales funnel: An online sales funnel is a term used by buyers and IT
advertisers that describes a customer's walk from launch of the prologue to a brand to the
point of supply (Dodson, 2016). Understanding the online proposition pipeline of your
1

image is an important part of an effective computer sales approach, as it will provide
some experience that will serve as the best dynamic approach for your customer.
The TUI business will have the opportunity to highlight potential through the corporate
channel, while a fantastic sales assistant will keep them aligned with the brand in a
character-driven way.
2. Create content that convert more leads from online sales funnel: An online sales funnel is
a term used by advanced buyers and advertisers that reflects a shopper's journey from
initiating a prologue to a brand to a point of supply. Understanding your image's online
contract channel is an important piece of a productive approach to ad sales, as it
introduces knowledge that will show how your client's best dynamic approach.
Moving opportunities across TUI business groups has various advances: connecting
with opportunities, turning into customers, finalizing an agreement, and creating repeated
calls cyclic constant. For promotional sales purposes, the ideal deal pipeline will have the
ability to join customers at the highest point of the online contract channel and effectively
keep them connected to a brand to choose from (Charlesworth, 2014).
In terms of building a productive computer sales system for tourism package; content can
represent the moment doing. Custom merchants do not look for soft deals as material that
basically expresses the essential elements of your article or management. Or perhaps,
they will look for specific data on how your image can better help their lifestyle. Great
content reports on your image declaration and shows how your image can be recognized
by your image (Armstrong and et. al., 2018).
There are several types of highly regarded content that can be created as part of an
advanced sales system, including:
Blog: When HubSpot asked advertisers what their main in-store presentation was for
their approach to selling computers, 53% of advertisers detailed the creation of similar
blog content as their main decision.
Online conferences and events: in a nutshell, online lessons or meetings are
conversation exercises that act as conversation moments that allow engaging content.
Email marketing tools: digital sales never stop after a customer sends you his email
through a communication facility on your site.
2

3. Utilize data and analytics to optimize digital selling performance: TUI group could take
a big step forward in the way they target the online activity of the intended interest group.
With a flood of accessible information from standards such as Google Analytics and the
“corporate” image choice in several stages of web-based living, people increasingly
understand the brand engagement and convenience requirements of the moment.
Omni-channel has evolved and its application within the marketing and sales campaigns
Using proper techniques and methods of digital channel it is essential for management
team of an organization to accomplish goals to get targeted results towards giving huge
satisfaction to customers (Gong, Smith and Telang, 2015). With the help of this, management
team of an organization is able to involve so many activities to develop best ways for customers
and employees towards achievement of particular task. In regards with TUI, they are providing
numerous services to their customers to gain desired outcomes. There are few steps or
applications of Omni-channel within the digital marketing, which are:
Measure everything: It includes gathering proper data and information which is based
on consumer’s feedback manages by management team of an organization to preside what
exactly consumer’s needs at marketplace. With the help of this channel people are able to
connect with each other and interact in a better way that helps to build effective structure of firm.
Thus, all accurate data of TUI always works for measuring important tool for firm so that they
can bring changes in its quality of services along with beat competition against their competitive
rivals.
Segment Your Audience: Through identifying those types of information which are
considered as valuable part for TUI in order to make segments accordingly so that they can
accomplish needs and desired of their customers. It helps them all people of management to
build strong communication so that people can interact with each other. With the help of doing
such kind of think respective firm go through several activities that make customers potential for
them so that they can offer services to them accordingly. This type of information flow can be
converting into the technological work that increases the purchasing power of consumers.
Moreover, people who are working in tech factories between the ages of 25-35 are totally bound
to buy technical specification which is based on reviews of firm (Järvinen and Karjaluoto, 2015).
To walk as per customer’s perspective: As per the customer experience firms can
easily research on several tool and techniques that helps them to stay connected with customers
3

and increase entire interaction between each other. In regards with TUI, those designs worked as
multi-channel aspect that that gives better experience and overcome barriers from the developing
of proper needs and wants of consumers.
Create Content/Messaging that Tends to Utilize Cases and Behaviours: Managing
and substance is difficult. If consumers has connection with management before towards their
services than they are needed to develop huge efforts that should be changed in order to develop
awareness towards their goods within customer’s mind. For example: this application should be
used by management team of firm according to their consumer’s feedback and needs. Within the
TUI customer has information towards their services within tourism sector so that firms is
needed to use substance by which they can discuss overall functions and operations of
management that helps them to bring further improvements (Holliman and Rowley, 2014). If
TUI, sends mail along with received mails from customers so that they should provide best items
and services to their consumers. This, this assorted substance make consumer’s happy and
increase their engagement with firm so that they can buy more holidays packaged tour in a
proper way.
Marketing methods and Omni-channel marketing to meet strategic objectives for customer
acquisition and position at TUI
Market campaign of TUI is mainly concentrates on its increasing ample number of
customer’s experience that leads management to get great position at marketplace. Due to
measure several tools and techniques always determines the longer results of an organization that
provide best tools and services in order to operate their entire operations or functions together.
With the help of this firm is able to consider several things that directly connect to them with
potential customers easily. It helps respective firm to achieve targeted goals and objectives by
selecting best techniques to run their business successfully (Karjaluoto, Ulkuniemi and
Mustonen, 2015). On the other side, email, social media platform, blogging, Adwords and many
more digital platforms develop better results for frim so that they can reach its desired level
within competitive scenario into tourism sector. Developing better position of their services they
can become more successful firm. In order to maintain this position management needs to
increase overall services those are offered by them to promote entire products by using Omni-
channels applications. It attract ample number of customers that shows consumers are properly
4

using their services and satisfied by resolving every issues in regards with firm. Thus, it
increases the sustainability of firm at marketplace for long time.
Measurement techniques and performance metrics used in digital marketing
People who are involved in so many functions and operations of firm always leads that
firm is utilising their entire resources through considering entire needs of their employees.
According to this, employees of firm have responsibility to get better results through satisfying
customers that increase their durability and make better position of them. Herein, create content
considered as first technique which is generally used for digital marketing and measures with
overall quality control charts. With the help of this, firm can check their client’s position in
which management provides best information effectively (Leeflang and et. al., 2014). Moreover,
technique of segmentation is also used by firm in order to target particular customers. In regards
with TUI, administration team of respective firm always identify their consumer’s needs and
provide better services. Along with Bench marketing and KPI techniques used by management to
satisfy their consumer’s needs and wants and offered them best qualitative services. There are
few steps used by firm to its consumers to perform all work appropriately, that are:
 Brand awareness: With the help of following techniques firms can easily track entire
working performance of their employees. Herein, marketing campaign generally used by
firm to satisfy entire needs and wants to their customers along with employees. It helps
TUI to develop their strong brand image that accomplish requirement of people.
 Returning visitors: In this step, TUI is enhancing overall size of their business by
adoption of so many digital marketing strategies that improve entire goodwill of firm and
make them profitable. Along with this, tourism industries always establish good
outcomes that measure their effectiveness of business (Järvinen and Taiminen, 2016).
 Cost per lead: This is mostly used by so many firms and businesses in order to
differentiate their entire cost in order to manage their working responsibilities. It can be
also defined as the managing time process of TUI that evaluate their value and find out
their location within the developed countries so that client can easily approach them and
able to enjoy their holidays tour package effectively.
Actions to improve performance in digital marketing
The performance of digital marketing can be identified as the comprehensive approach or
term that refers to different types of online marketing or advertising programmes used by firms
5

to advertise their entire goods and services within targeted market. Herein, marketing analytics
helps business towards assessment and evolution several kind of acquisition channel in order to
develop huge efforts that includes converse and engage with proper visibility that make visible
entire cross-channel performance to identifying overall existing opportunities at marketplace. In
regards with TUI, team members of this organization able to differentiate several actions that
helps to develop best right so that they can achieve better results and allocate budget for firm so
that they can make their business position better. Another technique is also related with business
aspects that related with entire digital marketers of frim who defines the overall cross-channel to
know the customer’s rights in a proper manner. With the help of this they can understand their
rights and give better services to customers (Lipiäinen and Karjaluoto, 2015).
Critical evaluation of monitoring and measuring and recommendations
According to the above-mentioned analysis consumer’s and market trend both terms are
used as well as considered by management team of an organization to accomplishment of desired
outcomes. Thus, it is recommended to TUI that they should monitor or measure overall
performance of their employees so that they can work accordingly. In addition to this, using best
accurate information of marketing tool with specific study always develop best communicating
system at workplace that attract the large number of consumers easily. Another recommendation
of respective firm is to they should select particular digital platform and make strategies
accordingly so that they can easily make right decision on right time that further helps to
measure entire performance of workforce (Royle and Laing, 2014). Lastly, it has been
recommended to firm that they should adopt market campaign tools and methods so that they can
perform well and able to formulate better Omni-channel marketing techniques for successful
growth of firm.
Critical evaluation of opportunities and challenges of marketing and sales campaign and
measuring performance
As per the critical evaluation this can be said that, within the competitive scenario it can
be difficult for tourism industry to grow successfully as there are lots of firm who work together
for giving best services to every customers through applying few discounted strategies and all.
Thus, these assorted types of giving benefits to consumers always influence entire place of work
as this is not certain due to many changes within the client’s needs and demand. Therefore, it is
essential for firms to develop best to best strategies so that they can achieve desired goals and
6

able to face any kind of challenge within the industry or outside the firm. Further it helps them to
increase business opportunities within different places so that they can provide tourism services
for more customers and they can easily sustain at marketplace for long period of time (Stephen,
2016).
Apart from this, sometimes firm mainly faced so many kinds of issues sales and
marketing campaign challenges that develop negativity at workplace and bring he pressure for
frim to create more techniques in order to keep better position of their business. But at the same
time it gives chance to firm towards measuring entire working performance of their employees
so that they can bring more innovative ideas to use digital marketing platform that increase the
value or develop great worth for firm in a proper way. Therefore, it is essential for frim to have
those assorted techniques that easily resolve their issues and make them attractive in from tog
their customer’s at marketplace.
CONCLUSION
According to the above mentioned report it has been analysed that, information system
plays crucial role within the industry that increase their overall customers base and sales at
marketplace. Herein, digital sales and marketing always influence firm to fulfil their goals
through managing their entire work by engaging entire activities of digital marketing. Along with
7

the marketing campaign helps business firm to promote their all over goods and services with
low cost so that they can grab attention of numerous customers in an easy mode. Additionally,
taking right decision or making right action improve the digital marketing aspects within the firm
that makes their position better at workplace.
REFERENCES
Books and Journals
Armstrong, G.M and et. al., 2018. Marketing: an introduction. Pearson UK.
Bechter, C. and Swierczek, F.W., 2015. Digital sales negotiation stories. International Journal of
Electronic Marketing and Retailing, 6(3), pp.165-178.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
8

Gong, J., Smith, M.D. and Telang, R., 2015. Substitution or promotion? The impact of price
discounts on cross-channel sales of digital movies. Journal of retailing, 91(2), pp.343-
357.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’
perceptions of best practice. Journal of research in interactive marketing.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management, 54, pp.164-175.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Leeflang, P.S and et. al., 2014. Challenges and solutions for marketing in a digital era. European
management journal, 32(1), pp.1-12.
Lipiäinen, H. and Karjaluoto, H., 2015. Industrial branding in the digital age. Journal of Business
and Industrial Marketing, 30(6).
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management, 34(2), pp.65-73.
Shanks, J., 2016. Social selling mastery: scaling up your sales and marketing machine for the
digital buyer. John Wiley & Sons.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
9