This report provides a comprehensive analysis of digital sales and marketing strategies employed by tour operators, with a specific focus on TUI UK and Ireland. It begins by exploring various digital channels, such as company websites, social media, and email marketing, discussing their opportunities and barriers. The report then delves into an analysis of these channels, providing specific examples and assessing the success of key digital platforms like SEO, AdWords, SMS, interactive forums, blogs, and online contests. A comparison of these platforms' effectiveness in attracting consumers is also included. Furthermore, the report outlines a plan for digital sales and marketing campaigns, incorporating the evolution of omni-channel marketing, and develops campaigns to meet strategic objectives for market position and consumer acquisition at TUI. The report also evaluates digital marketing performance metrics, sets actions to enhance performance, and critically evaluates the effectiveness of monitoring and measuring digital marketing, concluding with recommendations and an assessment of opportunities and barriers in sales and marketing campaigns.
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