Assessment Report: Digital Media Audit and SEM Strategy for Contiki

This report presents a digital media audit of Contiki Travel, a company specializing in coach trips for 18- to 35-year-olds. The audit examines Contiki's digital presence, focusing on their use of user-generated content from platforms like Instagram, Facebook, and YouTube, and its effectiveness in capturing the millennial traveler demographic. The report assesses Contiki's digital and strategic approaches, analyzes their target audience, and provides recommendations for a search engine marketing (SEM) strategy to enhance their online visibility and customer engagement. The analysis highlights the importance of digital platforms and the use of content shared by Contiki's clients. The report concludes with recommendations for Contiki to further develop its user-generated content strategy to improve brand awareness and online sales.

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

With the help of above mentioned photo, it can easily be said on
Instagram post of Contiki, company was looking forward to grab
the attention of individuals that are recently planning to visit
Boston.
5

Considering the above picture, the joy which individual had after
visiting Albuquerque, New Mexico, where many positive
comments came in front, and developed interests of people to visit
Albuquerque. Here, promotion of both country and of services
offered by company can directly be seen.
Strategic
user
engageme
nt
Considering the digital activity, which was developed and taken
into consideration it can easily be said that Contiki has enhanced
the profit margins, focusing upon feeds that are being offered by
clients of Contiki in specified time frame. On the other side, the
target audience in present context are Millennials that has helped
business organisation in reaching to new heights due to services
offered by them, were much more unique in nature.
8 out of 10.
6

Along with this, all the questions that Contiki has asked from client
over internet (Social Media) has helped them in getting various
suggestions from their customers.
3. Target audience analysis
For a business organisation like Contiki, target audience analysis can be considered as
one of the crucial tool that plays vital most part, when it comes to improving the customer base.
Through this, maximum benefits can easily be gained by a travel and tourism agency. In other
words, audience analysis is the research of demographics, language, location, preferences,
interests, and other metrics within a group. It is then said to be a crucial element, which is useful
and actionable consumer insights for a brand in the form of buyer personas. These are semi-
fictionalized profiles that are built from the target audience analysis. In terms of Contiki,
organisation has targeted the millennials that consists with age in between 18 to 35. the reason
behind this can clearly be seen on the analysis done by Roy Morgan (October, 2011 –
September, 2016). where the total WC was 50634 and the WC with the age from 45 Intend to
Travel N12M was approximately to 4689.
Along with this, as Contiki is utilising internet as the sources to promote themselves in all
over the world, it has utilised the information which was given in the report of Roy Morgan.
Basically, the data which was presented by Roy has stated that, 5734 WC in total amount of
individuals where millennials are also coming into the Heavy internet users. On the other side,
there were only 1890 people WC was being found onto the report that came in the category of
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individual who were aged 45+. This was the reason behind Contiki has used this strategy in order
to grab a good position within the market for a longer period of time. Along side this, another
reason why this number of people use this website- content created is that millennials are
attracted through good pictures of the places. It has been analysed that, Millennials has the trend
of desiring good pictures for their online accounts, this is why the number is high within this
category. Away with this, it has also been analysed that content pasted by individuals on social
media could help for others as real motivation for them wanting to use the services provided by
Contiki as evident good pictures can be seen on the firm’s online account. On the other hand, it
has also been analysed that for a business organisation like Contiki taking in use of Behavioural
segmentation in order to target the customers will be the best technique, that can be utilised in
specified time frame. In present context, it is being analysed that segmentation is basically
playing a crucial role for Contiki as there are a range of segmentations like geographic,
demographic, psycho-graphic, and behavioural. The reason behind this was the interest of
millennials to whom Contiki has directly targeted. The chosen ground was that, the individuals
that were going for a vacation in a short span, internet has developed the interest of themselves
where people who has already visited a place posted their videos and photos online. This is why
Contiki has taken into consideration of this approach.
Based on the analysis done by Roy Morgan, within Australia: Oct - 2011 to Sep – 2016,
it was analysed that total WC of Internet was reached to the level of 12948 and on the side,
couples with the age above 45 was at 3555. Therefore, it can easily be said that the reason behind
taking into consideration of all the information in specified frame.
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RECOMMENDATION
Considering the above mentioned information, it is recommended that the Contiki should
develop their User Generated Content there are many ways to do it and there are given
underneath :
 Contiki can use User develop Content for increases the rating and views of their websites
as helps in the branding and increase the awareness among the customers.
 The Contiki should use User develop Content on their websites and blogs as reviews, as
now a days reviews are very important and taken place of word of mouth in the virtual
world. Review are written by people who have already visited that place.
 Advertisement and promotions with User Generated Content helps in increases more
clicks and visits on the sites and blogs of the organizations..
 This can be an important tool for management of Contiki by which they can encourage
and influence the customer for online purchasing of their products and services..
 The management of Contiki can also use the UGC technique for the marketing and
promotion of their product and services as User Generated Content influence and attract
the users and it is effective tool of marketing.
 User develop Content has both negative and positive aspect, it recommended that the
company will use the positive reviews and also the negative but in the effective manner it
looks like effectiveness and positivity.
 There are various tools and platform that Contiki , travel industry can use for User
Generated Content and some of the platform are as follow Yotpo, Shortstack, Curalate,
TINT, CrowRiff, Olapic, Stackla, Pixlee, Turn To.
 The Contiki can use the User Generated Content on the social media as this creates a
unique brand image of the business organization which attracts more and more
customers and leads to increase in sales , profit maximization and wealth maximization.
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REFERENCES
Books and Journals
Online
CONTIKI DEALS. 2019. [Online]. Available through: <https://www.contiki.com/ap/en/deals>.
Connecting young travelers to
EXPERIENCE THE WORLD. 2019. [Online]. Available through:
<https://www.contiki.com/ap/en>.
Travel and Tourism. 2019. [Online]. Available through:
<http://www.roymorgan.com/industries/travel-tourism>.
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