Digital Sales and Marketing Report: TUI Unit 37 Assignment

This report provides a detailed analysis of digital sales and marketing strategies, specifically focusing on a campaign designed for TUI. It begins with an introduction to digital marketing and its importance for tour operators, followed by an exploration of digital sales and marketing channels. The report highlights the differences between sales and marketing, as well as online and offline concepts. It identifies key benefits such as global reach and cost-effectiveness, along with challenges like cost implications and negative publicity. The report then delves into digital marketing tools like Google Analytics and social media marketing. A significant portion is dedicated to designing a digital sales and marketing campaign for TUI, including SWOT and PESTLE analyses to identify opportunities. The report establishes SMART objectives, customer profiling techniques, and relevant digital channels. It addresses customer education and omni-channel marketing to ensure consistent branding. Finally, the report evaluates methods for monitoring and measuring digital marketing effectiveness.

Digital Sales

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
PART 2..........................................................................................................................................10
Digital marketing campaign......................................................................................................10
Methods of monitoring and measuring digital marketing.........................................................14
CONCLUSION..............................................................................................................................16

INTRODUCTION
Digital marketing which has become centre of all marketing efforts of the organisation
and tour companies are using digital marketing in its best possible manner. Digital marketing can
be defined as marketing and promotion activities which are carried out through digital platforms.
Digital marketing access to those people who are targeted by TUI and those are active on digital
platforms and online channels. This is report which involves designing digital marketing
campaign for TUI. The marketing campaign for TUI is based on opportunities available for TUI
and how they can be linked with marketing processes and methods.
PART 1

Digital Sales
This leaflet is designed to provide knowledge and training to digital sales and marketing team. The
content of the leaflet involves various areas of digital sales and marketing channels. Through this
leaflet trainees will also be able to understand various benefits of the digital sales and marketing and
what are the tools that they can use while working in digital sales and marketing. Growing
opportunities is also a reason that is why TUI is adapting to digital sales and marketing this leaflet
will inform digital and marketing team about what are the opportunities and challenges and how they
can utilize and overcome these.
Digital sales and marketing channel
Digital sales and marketing channels are those platforms which are used for communicating and
promoting products of brand through digital technology and devices such as mobile and internet and
other platforms which are used through this. Marketing involves communicating message of the
company to prospective customers and sales involve converting prospective customers into customers
of the company.
Digital sells means selling product and services through digital media and this avoids direct selling to
the customer direct sell to the customers. Channels through which digital sales carried out are known
as digital sells channels.
Difference in
Sales and
Marketing
Marketing is a process which is carried out before sales and this involves
communicating to customers and giving them knowledge about the
existence of a product of the company. In process of marketing, plan is
developed for marketing. Marketing plan involves what is the product,
price of the product and to whom it will be sold and what will be method
of promotion in form of channel of marketing. Sales process on the other
hand involves sales plan and this plan involves tools, strategies and
resources which will be used by TUI to achieve its target in sales.
Tools for marketing and sales are also different because tools which TUI
use for marketing are Search engine optimization, conversion rate
optimization, content creation tools, data reporting software. Sales tools
which are used by TUI are meeting apps, invoicing software, Email
management tools and order management tools.
The major difference in online and offline marketing and sales is channels

Online and
Offline
Concepts
through which marketing and sales are carried out. In offline marketing
and sells channels are television, print advertisements, direct mail and
telephonic sales and marketing. online sales and marketing on the other
hand involves using social media, email, content marketing and search
engine marketin etc. this is most important and basic diference in online
sales and marketing and offline sales and marketing.
Offline marketing does not involves anything concerned with internet and
digital platforms and on the other hand online marketing involves use of
internet and digital platforms like social media and other several platforms
like You Tube and websites of the company which can be accessed
through internet and mobile.
Attention of company in offline marketing remains general as they are able
to target any particular type of audience and even if TUI targets audience
the message of the company will be delivered to all audience through
offline channels which are print advertisements and television
advertisement. Online marketing enables TUI to target customers to whom
company is willing to sell its products. This is possible through SEO and
analysing several online marketing analysis tools.
Key
There are several opportunities of digital sales and marketing and TUI can
also take benefit o0f digital sales and marketing. Benefits of digital sales
and marketing for tour operating organization are;
Strategies based on valuable data and Personalisation- Digital sales
and marketing allows understanding behaviour of customers through
several measures which are traffic, conversion rate, search engine
optimization and TUI can make strategies which are based on these so that
the strategies can be more relevant to customers and target customers.
Global Reach- This benefit of the digital marketing is aboput expansion
of the activities of company in other countries and at global level. This is
possible because digital sales and marketing has global reach through its
channels which can be accessed by everyone at global level. Through
digital marketing TUI can easily increase its global audience because
through digital marketing company can promote at global level.

benefits of
Digital
Sales and
Marketin
g
Cost Effective
Cost involves in digital sales and
marketing is less compared to
traditional marketing and sales
activities and this is also an
important benefit for TUI. Through
this benefit TUI can allow benefits
and advantage to the customers of
the company.
In digital sales company can sell its
products directly to customers and
this way they can avoid and save all
the cost which increase because of
market intermediaries and company
can provide this benefit to
customers of the company.
Measurable- This is another benefit of employing digital sales and
marketing that company can measure effect of marketing efforts and how
successful the efforts have been for the company there are several methods
through which company can do so. Some of the simple measures to do this
are analysing behaviour of target customers and potential towards social
media activities of the TUI. Measuring through traffic on the website of
the TUI and how many customers are taking actions through marketing
and promotion of TUI. This will help in identifying success and failure
element of the TUI and what attract customers and what retrain them to
take action.
Improved conversion cost- Conversion cost is cost that incurs in
converting potential customer to customer of TUI. Benefit of digital
marketing allows reducing conversion rate. This because cost of
digital marketing and cost of pay per click.
Google Analytics- This is a web analytics service which is offered by
Google and this is a track and report website of the traffic. TUI can also
use this tool for marketing and sales. This will allow TUI to know how
many people visit the website of TUI, where visitors of the website are
from, which website sends traffic to website of TUI, which are the
marketing tactics that drive traffic on the website, most popular pages on
the website of the TUI. How many visitors have converted into customers
of TUI, which blogs and content visitors like the most on the website of
TUI. With this help TUI will be able to make and lead its strategies in the

Digital
Sales and
Marketin
g Tools
direction through which can improve its efforts of marketing and sales.
There are several ways in which Gogle Analytics can be useful for TUI
this is because this will help them in identifying who are their customers
and where are they from. For tour operators this is important information
that they can use while marketing for their services. This will help to
analyse how many visitors on their website are only visitors and how
many of them are making booking for the tours. Which types of tours are
people visiting most. This will guide TUI to develop tours which interests
more people.
This will also allow knowing about from which place people like which
type of tours and on the basis of this TUI will be able to plan its tours
which are more personalised for customers. There are several tour
operators using this tool because of various opportunities and services
which are provided by this in terms of customer information and this also
become basis for more accurate decision concerned with target customers.
Social media marketing- Social media has become one of the most
effective tool for marketing. This is because through social media
company can promote its product to social media users and ever increasing
users of social media provides several opportunities organisation for
marketing and promotion. This is also beneficial because through social
media and its marketing company can also analyse and evaluate behaviour
of users and potential customers about product and service and this also
provide lead to TUI so that it can target right customers.
Website of TUI- This is most important tool for digital marketing and
sales because this is the home of company. This is the platform and
channel which ensures accurate information about company and this is the
reason that customers after getting to know about TUI and its service will
visit its website so that it can give them accurate information which they
are requiring. This is why it is very important that TUI ensures availability
of all the information which customers are willing to know and need to
know. This is important because website of the company is not only place
for marketing and information but this is also a tool for digital marketing.
Content Marketing- This is a form of marketing in which content is
created, published and distributed for a target online audience. TUI can

also use this tool for marketing in order to attract attention and generate
leads. Generate and increase online sales of TUI, increasing credibility,
awareness and visibility of the brand, engaging online consumers and
increasing possibilities of converting potential customers and leads of
customers into customers of TUI. This tool requires that effective content
is created by TUI which is able to attract attention of those who are using
social media and are active on online platforms. this is an effective
strategy and TUI being an tour operator can create interesting content to
increase visibility and awareness of the brand.
Opportunities of Digital Sales and Marketing
Increase online customer
power and demand
This is one opportunity for TUI
as power of online consumers is
increasing. This is because most
of the consumers are active on
several online3 platforms and
this is why this enables and
provides opportunity to connect
with and access to more
customers. This also gives
knowledge about demands of
the consumers and what they
are looking for in a service of
the TUI.
Current trend in personalised
content marketing
Digital marketing has
become a requirement for
businesses because this has
become trend for companies.
Content marketing is an
effective tool for companies that
they are using to attract
attention of customers they
target and customers has also
got used to this and this is why
it an opportunity for TUI that
they can attract customers
through effective and attractive
content.
Reduced cost compared to
offline activities
Cost is an important
element for consideration and
this is why online and digital
sales and marketing is an
important and attractive
opportunity for TUI that it will
have positive impact on
marketing cost of TUI which in
comparison with offline
channels and marketing is very
low.
Challenges of Digital Sales and Marketing
There are various opportunities and benefits of digital marketing for TUI but this also come with
reasonable challenges and this is important that these challenges are dealt effectively so that TUI can
get most benefits of the digital marketing.
Cost implications for software, staff
development
Before employing digital marketing there
are several changes which are required to be
Negative publicity and meeting customer
expectation in digital age
In digital age customers have very high
expectation and this is why it is also a challenge

undertaken by TUI and cost implication of this
are also a challenge for company. This requires
that software are developed and those tools which
are used by company also incurs cost. Staff
development is also challenge because competent
staff is required to manage and undertake digital
marketing and sales activities.
that TUI may face in its digital marketing.
Customers’ expectations are high because there
are competitors who are performing very
effectively and this increases expectations of
customers from TUI. Managing negative
publicity is also a difficult task.

PART 2
Digital marketing campaign
Digital marketing campaign can be defined as campaign which includes strategy
designed for goal of online promotion products of business and increasing customer engagement
and traffic and conversions (Merve Kacar, 2018). This is important that before designing
marketing campaign TUI identify opportunities which are available for it during its marketing.
To identify opportunity it can undertake SWOT analysis and PESTLE analysis.
SWOT Analysis
Strength
 Significant increase in profit rate
 Direct selling of holidays to individuals
 Availability of unique and customized holidays for customers
 Leadership position of TUI in its industry in terms of leadership
Weakness
 Intense competition in the industry
 Challenges because of global brand in terms of cultural and social aspects
Opportunities
 Application for reservation and bookings
 Starts operations in emerging market and increase focus and centres for tours out of
France and UK
Challenges
 Challenges because of competitiveness

 Covid 19 can have negative impact on the operation of TUI because of this travelling and
that too for holiday purpose has negatively affected.
 Recession of 2020 has also negative impact on TUI because holiday is a luxury and after
recession as financial condition of people has negatively affected this will also affect TUI
PESTLE Analysis
Political
TUI is operating in and because of this Brexit is one of the significant political factor to affect
and impact TUI and its operations (Kingsnorth, 2019). This is because this has affected
relationship of UK with other European countries specially those who are member of EU. For an
international tour operator it is very important that its relations with other countries are good and
specially concerned with this there were several benefits for UK as a part of EU economically
and politically and TUI was also able to take advantage of this.
Economical
This is concerned with environment of economy and presently economic condition of TUI and
customers has significantly affected because of covid 19 and because of measures which were
taken to reduce its spread such as lockdown. This has made negative impact on jobs and many
people have become jobless and in such condition business of TUI will get significantly affected.
Social
This is concerned with customers of the TUI and presently because of Covid 19 effect like
economic environment this has also become negative for TUI. This is because people are
concerned about their health and fear of Covid 19 is also there. This is the reason that may
people will avoid going on holidays specially on international holidays.
Technological
This is concerned with use of technology and TUI can use technology in several measures and
firstly TUI can use technology to ensure its customers that they are safe to travel with in time of

corona (Järvinen, 2016). Technology is important and TUI can use this to promote its products in
time of corona and later can take advantage from this.
Legal
This environment has also become challenge for TUI because due to covid 19 there are several
countries which are not allowing international flights and people from other countries. This is a
legal challenge for TUI and this is most difficult as well.
Environmental
Environment has very negatively affected because of covid 19 but environment includes lots of
other things such as pollution and carbon emission by flights. This is why TUI needs to adopt
strategy through which it can reduce its carbon emission and this will also help them in attracting
customers be means of positive image.
Objectives
 To increase customers from local market by 25% in current financial year
 To recover losses by 50% due to recession in next quarter
 To reduce cost by 20% in current financial year
 Ensuring safe service to every traveller and customer
Customer Profiling
Customer profiling refers to collecting and utilizing data related to customers. In doing so
customers are broken into groups who shares similar goals and characteristics and each of the
group is given a photo, name and description (Greco and Polli, 2020). Customers profiles are
also known as customer type, this is generated too represent typical user of the service. There are
several methods which can be used for customer profiling, there are;
Affinity Profiling
This involves that TUI studies customers on the basis of their buying habits in order to
determine what kinds of products particular customer requires. This is important ethod ffor