Digital Sales and Marketing in the Tourism Industry

Digital Sales and
Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
An investigate of the different digital sales and marketing channels used by a range of tour
operators and discuss the opportunities and challenges they offer.........................................3
An analysis of different digital sales and marketing channels used by a range of tour operators
and their opportunities and challenges, using specific example.............................................4
An assessment of the success of key digital platforms used to increase sales and maximise
marketing efforts, and discuss how they attract customers in the tour operating sector........4
A comparison of different digital sales and marketing platforms for a range of tour operators,
evaluating their effectiveness in attracting and retaining customers in the tourism industry.5
A critical analysis of digital sales and marketing channels and platforms used by the tour
operating sector, justifying the platforms chosen for retaining and expanding their customer
base.........................................................................................................................................6
PART 2............................................................................................................................................6
A plan of a digital sales and marketing campaign using recognised marketing methods and
apply this to TUI business......................................................................................................6
An examination of how omni-channel marketing has evolved and its application in digital
sales and marketing campaign................................................................................................9
Develop a digital sales and marketing campaign using recognised marketing methods and
omni-channel marketing to effectively meet strategic objectives for market position and
customer acquisition at TUI.................................................................................................10
An evaluation of the measurement techniques and performance metrics used in digital
marketing..............................................................................................................................10
Presenting a set of actions to improve performance in digital marketing............................10
A critical evaluation of the effectiveness of monitoring and measuring digital marketing, and
recommend possible improvements.....................................................................................11
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A critical evaluation of the challenges and opportunities of the sales and marketing campaign,
and justify the choice of methods for monitoring and measuring performance...................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Digital sales can be defined as the process encompassing conversion of leads into prospects.
The digital sales team of an organisation holds the sole responsibility to persuade the behavioural
conduct of consumers in a manner such that they get convinced to make a purchase. The
effectiveness of digital sales depends over the presence of strong persuasion and communication
skills. Besides this, digital marketing can be acknowledged to be the process involving creation
of brand awareness via internet or other such kinds of electronic means (Hult and Sjölund, 2017).
Companies making use of digital marketing leverage social media platforms, email, website,
SEO and so on to transmit their message within a large base of audience. Digital sales and
marketing provides assistance to a firm in enhancing its reach among the public and thereby
consequently inflating its market positioning.
The following report is based on TUI Group which is acknowledged to be an Anglo
German multinational tourism and travel corporation having its headquarters within the confines
of Hannover, Germany. The management of this organisation is seeking to gain success by
leveraging digital sales and marketing through the utilisation of some tools. The report throws
light upon range of digital sales and marketing channels used by tour operators along with their
opportunities and challenges. Further, it includes success of key digital platforms for increasing
sales and maximising marketing efforts. Besides this, it consists of comparison made between
different digital sales and marketing platforms along with their effectiveness in customer
attraction and retention. Also, it includes a plan of digital sales and marketing campaign and its
application to company together with evolution of Omni-channel marketing. Lastly, a campaign
is covered along with the discussion over the measurement techniques and performance metrics
put to use in digital marketing.
PART 1
An investigate of the different digital sales and marketing channels used by a range of tour
operators and discuss the opportunities and challenges they offer
Digital sales are explained as process of selling the advertising space on the digital
mediums like blogs, websites and the different social media platforms. Marketing channel is
people and activities which are required to transfer goods ownership from production point to
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