Integrated Digital Marketing for Hippies Adventures

Integrated Digital Marketing 1
Integrated Digital Marketing for Hippies Adventures
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Integrated Digital Marketing 2
Executive Summary
After assessing and comparing all companies by our group members, we found that
Hippies Adventures stands out as the best candidate because it has relatively more gaps as far as
its digital marketing strategy is concerned. It is thus the goal of this report to identify the digital
marketing gaps in Hippies Adventures, then apply and integrate digital marketing models,
strategies, tactics and values to generate a thoughtful and successful Integrated Digital Marketing
(IDM) plan. The IDM that will be created will serve to raise awareness and generate interest in
our client’s service. The plan will also have evaluation and monitoring tools.
Based on analysis, some of the digital marketing gaps related to the Hippies Adventures
include inadequate digital capabilities in the business plan and marketing plan, inadequate
training for employees on digital marketing strategies, low conversion rate in the Hippies
Adventures website especially the end-end online order and end-end delivery. Additionally, we
discovered that the online presence/website utility/creative design needs a lot of improvement in
terms of navigation and the content. In terms of SEO, Hippies Adventures attained a score of 14
out of 20 and this means that there is a lot to be done in aspects such as on-page optimization,
off-page optimization, technical issues and the customer service. Hippies Adventures scored 12
points out of 16 as far as social media is concerned and this shows that there is a lot to be done to
improve the score.

Integrated Digital Marketing 3
Introduction
This part will focus on the general information that will help in guiding the development of
integrated marketing plan. It will focus on brief overview of Hippies Adventures, the industry it
operates, the strengths, weaknesses, opportunities and threats. It will also explore the current
marketing strategies used by Hippies Adventures.
Part a
Hippies adventures is an adventure travel company with its head office in Sydney
Australia. It offers travel services. It was formed in 2017 and hence it is still at infancy stage of
development. Consequently, it lacks many things as far as marketing is concerned. Currently,
Hippies Adventures lack official website and virtually all key digital marketing tools.
Hippies Adventures operates in tourism and adventure industry. This is one of the most
viable industries in Australia. Domestic tourism is a very large market in the country (58 percent
of the total), although between 2012 and 2013 the number of tourists from China, Singapore and
the United States increased more significantly, with interannual growth of 17, 13 and 7 per one
hundred, respectively. In addition, Australia is the country with the highest spending per tourist
in the world.
The regional governments of Queensland and Western Australia territories are
implementing strategies to attract foreign investment. Tourism accounts for 17,000 million
dollars annually and 221,000 workplaces for Queensland, a region visited by 20 million domestic
and international travelers a year. Queensland offers investment opportunities in luxury hotels in
Brisbane, ecotourism products, tourist attractions; both for new plant projects and for
infrastructure renovations. In Western Australia, the hotel sector of the city of Perth is presented

Integrated Digital Marketing 4
as a safe investment objective, since both occupancy ratios and income per available room are
the highest in Australia.
Despite viable business opportunities, Hippies Adventures is likely to face strong
competition. The top ten competitors as per the Yelp ratings include Skywalk, My Adventure
Travel Sydney, Bonza Bike Tours, Go Local Tours, JTB Australia, Ozlntro, STA Travel, Student
Flights Sydney, Tdh Travel Agency and Direct Link.
One of the Hippies Adventures strengths is that it covers virtually all the necessary
packages. Sites book travel tickets, trekking packages, hotel booking and significantly more
adventure services for their clients through web-based apparatuses and phone.
The key weakness facing Hippies Adventures is that it has not optimized its online
booking site. Compared to some other travel agents in Australia. In fact there site seems to be
nonexistent because it can’t appear in the search engine. Competitors have not only active sites
but also very optimized sites (Beautement, Sasse & Wonham, 2009).
Hippies Adventures is likely to enjoy a number of opportunities related to the macro
environment. In Australia, there is enough infrastructure to support tourism in Australia. For
example, it is envisaged that the capacity of the aviation sector will be between 40 and 50
percent higher in 2020, responding to the constant increase in passenger traffic.
Despite the opportunities, there are also some possible threats. There is likelihood that the
government may create travel agencies that are run by the state government and such agencies
may bring high competition because their rates may be extremely low.