Digital Marketing Plan for a Start up Tourism Enterprise

Running head: MARKETING
Marketing
Name of the Student:
Name of the University:
Author Note:

1MARKETING
Table of Contents
Task 3 B: Digital Marketing Plan for a Start up Tourism Enterprise..............................................2
Executive Summary.........................................................................................................................2
Opportunity:.....................................................................................................................................2
Strategy:...........................................................................................................................................3
Action:.............................................................................................................................................3
Introduction:....................................................................................................................................4
Situation Analysis:...........................................................................................................................4
Internal Environment:......................................................................................................................6
External Environment:.....................................................................................................................7
PEST Analysis:................................................................................................................................7
Digital Marketing Strategies:...........................................................................................................8
I. Revenue Model Strategy:.........................................................................................................8
II. Target Market Strategy:...........................................................................................................9
III. Positioning Strategy:..............................................................................................................9
IV. Social Media Strategy:...........................................................................................................9
VI. Digital Marketing Mix 7 Ps:................................................................................................10
Digital Metrics Evaluation (E- Servqual)......................................................................................11
Conclusion and Recommendations................................................................................................11

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References:....................................................................................................................................13

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Task 3 B: Digital Marketing Plan for a Start up Tourism Enterprise
Executive Summary
Opportunity:
Digital marketing encompass all the marketing efforts that makes use of electronic device
or internet. Digital marketing contributes in leveraging the digital channels that includes social
media, search engines, websites and email for connecting with the prospective and the current
customers (Ryan, 2016). In regard to the digital marketing capabilities, the governance of digital
marketing would include consideration of the right tools for identification of the problem,
balancing the competing needs of the shareholders and assessing the benefit and cost in
determining the value. The key issues that need to be managed in digital or the multichannel
SWOT is to ensure its integration with the offline world. In the next planning period, digital
marketing will contribute towards the following (Tiago and Veríssimo 2014):
 Ensure reaching customers and raising the awareness on the site
 Ensure achieving interaction
 Conversion of selling offline as well as online
 Engaging in the long term relationship building with the clients
 Effectively dealing with the governance issues that impact the capability of
delivering resources.