Digital Sales and Marketing Campaign Analysis for TUI Company

This report provides a comprehensive analysis of TUI's digital sales and marketing strategies. It begins with an introduction to marketing and its importance for business growth, particularly in the tourism sector. The main body of the report examines various digital and traditional marketing channels, comparing their effectiveness, challenges, and opportunities, with a focus on platforms like SEO, websites, and social media. The report also details a digital sales and marketing campaign, including omni-channel marketing, measurement techniques, and performance metrics. The report concludes with a critical evaluation of digital marketing, considering its challenges and opportunities for TUI, and offers recommendations for improvement. The report emphasizes the importance of digital marketing in maximizing marketing efforts and increasing sales for TUI within the competitive tourism industry.

Digital Sales and
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
TASK 1............................................................................................................................................4
Different Sales and Marketing Channels and Their Challenges and Opportunities with
Examples......................................................................................................................................4
Success of Key Digital Marketing Platforms towards Maximising MarketingEfforts and
increasing Sales...........................................................................................................................4
Comparing Digital Marketing Platforms.....................................................................................6
TASK 2............................................................................................................................................9
Digital sales and marketing campaign.........................................................................................9
Omni channel marketing evolution.............................................................................................9
Digital sales and marketing campaign with Omni channel marketing......................................10
Measurement techniques and performance metrics...................................................................11
Set of actions to improve digital marketing performance.........................................................12
Critical evaluation of monitoring and measuring digital marketing..........................................13
Critical evaluation about the challenge and opportunities.........................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the strategic business process through which a business organisation
promotes and advertises about its manufactured goods and services to the consumers within the
population in order to increase their interest in the business organisation and its products and
convert them into paying customers. Marketing operations are immensely essential for the
sustained productivity and profitability of a business organisation and for acquiring new
customers within the operational industries (Tiago and Veríssimo, 2014). This report and leaflet
assesses the marketing operations of TUI. Touristik Union International also known as TUI AG
or TUI Group is a multinational tourism and travel business organisation that was founded in
1923, an astonishing 97 years ago. TUI operates within the hospitality and tourism industries and
currently operates from its headquarters in Berlin and Hannover, Germany. Through its sustained
successful operations within the travel industries of the world, it has now effectively becomethe
largest tourism, travel and leisure business organisation in the entire world. TUI for its varied
operations within the tourism and hospitality industries includes its own travel agencies, hotel
establishments, airlines, cruise ships and some retail stores in order to effectively service and
satisfy customers. For all of its varied operations, TUI employs around 71,473 distinct
individuals within its hierarchical chain of command for various roles, tasks and purposes.

MAIN BODY
TASK 1

Different Sales and Marketing Channels and Their
Challenges and Opportunities with Examples
Businesses within the tourism industries such as TUI
can choose to make use of 2 distinct marketing channels for
their promotional and advertisement purposes. These relate to
the traditional and digital channels of marketing. Traditional
channels of marketing make use of traditional marketing tools
such as billboards, newspapers, magazines, TV and Radio
commercials etc., in order to promote and advertise goods and
services provided by the business organisation such as TUI to
the consumers within the population. On the other hand,
digital channels of marketing make use of digital tools and
technologies in addition to the internet in order to perform
their promotional and advertisement functions for the business
organisation (Kotler and et.al., 2017). The main differences
between the traditional and digital marketing channels comes
down to the medium through which the target audience and
customers of the business organisation encounter their
marketing message and campaign, with consumers
encountering the digital marketing efforts, message and
campaign of the business organisation through the internet and
consumers encountering traditional marketing message and
campaign in their daily use of traditional devices such as
radio, TV, newspapers, magazines etc.
Success of Key Digital Marketing
Platforms towards Maximising
MarketingEfforts and increasing
Sales
Digital marketing tools and
platforms are immensely successful
towards maximising the marketing
efforts of TUI marketers and increasing
the overall sales of TUI within the
tourism industries. This is because
digital marketing platforms allows for
TUI’s marketers to attract great numbers
of customers towards interacting and
engaging with their services and
operations. After customers have been
attracted, digital marketing operations of

Use of digital channels of marketing has various
advantages and benefits to the marketers of the business
organisation such as TUI, as these digital marketing operations
require considerably lesser amounts of financial resources for
their operations in order to market and promote to the same
number of customers through the internet than when compared
to traditional marketing channels and tools. Digital channels of
marketing also allow for marketers of TUI to dynamically
monitor the progress and success rate of their digital
marketing operations in order to identify and analyse lapses
and inefficient portions of their digital marketing campaign
and strategies and make changes in order to improve upon and
enhance their digital marketing operations to optimum
productivity and success (Armstrongand et.al., 2018). On the
other hand, traditional channels of marketing also provide
marketers with benefits such as being assured to be able to
promote and advertise to a huge number of customers which
might not even have access to the internet or may choose to
block off ads and other marketing operations of TUI.
Digital channels of marketing provide to the TUI
marketers various marketing tools and strategies to make use
TUI also allows for these customers to
browse through the various types and
levels of services offered by TUI based
on their personal preference or financial
restrictions. After the customer has
selected his preferred or desired TUI
service, they can also conveniently
purchase or book these TUI services
online, adding to the overall customer
base, productivity, sales and
profitability of TUI within the tourism
industries (Cateoraand et.al., 2020). In
addition the digital marketing operations
of TUI are also further improved
through the use of digital marketing
software such as Google Analytics or
Hootsuite which are capable of
monitoring and recording the
performance of the digital marketing
strategy used by TUI, which are stored
and upon analyses, allow for the
marketers of TUI to analyse how their
current digital marketing operations can
be further improved in order to achieve
optimum sales and maximise their
digital marketing operations.
Comparing Digital Marketing
Platforms
A comparison of various digital

of in order to facilitate their promotional and marketing
operations. These digital marketing tools provide to the TUI
marketers various opportunities to improve upon and enhance
their digital marketing operations, but also showcase some
challenges specific to their use. The digital marketing tools
used by the marketers of TUI along with their opportunities
and challenges are as follows:
SEO: Search Engine Optimisation (SEO) is a digital
marketing tool that helps the marketers of TUI to reach out to
customers within the tourism industries and help all customers
who are interested in TUI, their operations or their services to
better find the website of TUI and all relevant information
which they have searched for on the various search engines of
the internet. SEO operations of TUI help its customers better
find valid, accurate, reliable and relevant information that they
have searched for on the online search engines (Philip, 2017).
This provides the marketers of TUI immense opportunity to
increase the total traffic that engages and interacts with their
digital marketing operations via various websites, blogs or
social media platforms as SEO allows for marketers of TUI to
direct the interest of consumer towards their marketing
campaign. Contrastingly SEO also poses some challenges to
the marketers of TUI as SEO operations are expensive and
marketing platforms on the basis of their
effectiveness in attracting and retaining
customers is as follows:
Online Websites: These are great
marketing tools for marketers as these
allow for the business to attract huge
number of customers to their website
and provide them with all the
information that they might require for
their operations. Aided with competent
SEO and a functional, aesthetically
pleasing and interactive websites can
attract huge number of customers.
Social Media Platforms: Through
social media platforms, business can
also attract immense number of
customers as these already attract
millions of customers by themselves

need to be done for the various distinct search engines on the
internet such as Google, Yahoo, Bing etc. For example TUI
makes use of SEO in order to optimise the searches of their
clients to always show their own website, blogs and social
media platforms whenever a customer or interested individual
searches for TUI on various search engines on the internet.
Online Websites: Marketers can make of digital websites for
their marketing operations with the intention to provide all
relevant and reliable information that the customer might
require for their operations. Websites are also immensely
useful digital marketing tools for marketers as they list all the
various services that are offered by the business organisation
and allow for the customers to book services online on the
website with immense convenience (Keegan, 2017). These
provide marketers with significant opportunity to market to a
wide and diverse group of customers through the same online
website and increase the operational customer base, market
share, productivity and profitability of the business
organisation. Contrastingly, making an interactive and
engaging website that is able to attract and hold the interest of
customers enough, for them to make a financial transaction
with the business poses as a challenge. For example, TUI
makes use of its online official website in order to detail its
customers of all the various travel packages, hotels and
airlines they can make use of and also allows for customers of
(Hollensen, 2019). In order to increase
the business’s following and reach, the
business can also run paid ads and
promotion in order to attract huge
following and number of customers
online through social media platforms.
Blogs: These do not tend to attract the
same number of customers as websites
and social media platforms, but blogs
can retain the interest and loyalty of
customers far better than other social
media platforms.
Emails: Although the business can
choose to promote and advertise to a
very large base of customers through
emails, a large portion of such email
promotional activities makes it straight
to the span or junk folder of the
customers and hence email promotion
does not attract many actual customers
for TUI.
Interactive Games or Quizzes: These
are immensely great for attracting
customers towards the operations of

TUI to purchase or book any service based on their
requirements and preferences.
Social Media Platforms: Marketers can also promote and
advertise their services and goods through the various social
media platforms such as Facebook, Twitter or Instagram etc.
As these already attract millions of customers on their own,
marketing through social media platforms allows for
marketers to promote and advertise to a very large base of
consumers (Deepak and Jeyakumar, S., 2019). Social media
marketing provides marketers with immense opportunity to
increase their brand awareness, value and reputation in
addition to interacting and engaging with a huge number of
customers online, but also presents challenge of effectively
providing customer service to all customers as negative
customer experience and interactions can go viral and harm
the brand image, value and reputation of the business. For
example, TUI makes use of social media platforms to
effectively promote and advertise their various services, new
packaged deals, hotels etc., and interact with their current
customers through social media platforms.
TUI but are highly dependent upon the
type of game or quiz offered. They are
able to attract great number of customer
owing to these being highly interactive
and engaging for the customer.
Forums: Forums do not tend to attract
increasing number of customers but do
tend to retain sufficient number of
customers who are active on the forums.
Such customers are loyal to TUI and
increase their long term productivity and
profitability.
Justification:
Based on all the information,
TUI should make use of online website
and social media platforms for their own
marketing operations as these would
allow for TUI to attract huge number of
customers and effectively promote and
advertise to them while also allowing
TUI to attract increased number of
customers at significantly lower
marketing costs attached as when
compared to TUI using traditional
channels of marketing.

TASK 2
Digital sales and marketing campaign
TUI business strategies being one of the biggest tourism and hospitality company is
highly developing its new business positions and higher innovative marketing techniques with
large digital sales through which it can be understood onto how rational new scale progression
can be built into for bigger paradigms. Digital sales are highly potentially developing its stronger
position with various new relative technologies advancement paradigms through which new
customer segments can be developed for gaining stronger position within industry. The online
marketing campaign with digital sales proposition at TUI business will be developed with latest
innovative marketing methods onto which larger innovation can be fuelled for bringing synergy
of optimistic development to reach world class paradigms. The digital sales will be focused to
bring on innovation and new working strengthening ideas among management where higher
rational progression will be given to reach world class customers through social media marketing
and to program out best rational marketing ideas (Drivas, Sakas and Reklitis, 2017).The
marketing methods through digital sales will be propagated with new skilled innovative
marketing phenomenon where best determinants onto higher scale services are focused to bring
on larger advancement with the set competitive benchmarks among set hospitality industry
paradigms. TUI being one of most high goodwill attained brand of tourism and hospitality within
world benchmarks has been aiming to bring on keen focus with new digital marketing sales
techniques where higher use of new relative advancement within technology is used and also
there is productive rational functional use of latest marketing fundamentals to bring on synergy
of best working standards. Digital marketing enables to get data quickly on consumer
preferences which further aid in innovative marketing, new sales opportunities to bring on larger
keen focus with new techniques and latest metric to bring dynamic changes for longer viable
marketing standards.
Omni channel marketing evolution
Omni scale marketing is highly known as one of the biggest innovation coming into
marketing evolution within world metrics where rational focus and advancement metrics has
been given to new developed communication patterns by brands where they can easily
communicate with customers directly. The Omni scale marketing is recognised as one of most

innovative developed fundamental keen synergy of new rational advancement through which
wider scale customers market share can be gained fir more effective marketing. Application of
Omni scale marketing in digital sales and marketing campaigns is considered doe be highly
advanced with changing preferences of various customers developed working strength to
program out new rational determinants (Masterman and Wood, 2019). The digital marketing
world is undergoing huge transformation with wider scale services of Omni channel marketing
through which companies can directly contact the customers who have been a part of business or
are interested to gain new tourism and travel packages. Omni channel is one of the most
developed innovative strategy used by marketing campaigns within hospitality and tourism
companies industries with wide opportunities to work on for technical aspects of advertisements
and to pertain on relative advancement within working structure for gaining higher scale
customers support.
Omni scale marketing has been gaining high preference and determinants of rapid
working strength to bring on new cultural phenomenon where there is higher scale development
among customers preferences and to actively draw their attention to build on new expertise
marketing trends. The world of marketing within tourism and hospitality industry has been
becoming hugely active to bring on cultural progression with new ethical transformation and
innovative trends for longer scale advertisements with world customers market share to strongly
posses higher level innovative marketing and to upscale the various new phenomenon set within
working paradigms. TUI as one of the biggest tourism and hospitality company shall be suing
Omni scale marketing patterns to actively discuss new rational technical advancement and use
phones, social media for larger scale publicity and to attain best paradigms of marketing scenario
within global benchmarks. TUI has been aiming to bring best omni scale channel marketing
fundamentals within its working scenario and for technically bringing advancement within all
scenario for larger performance metrics and to yield on gaining higher support from customers
who look upon booking their travel packages with TUI (Kamariotou and Kitsios, 2017)
Digital sales and marketing campaign with Omni channel marketing
The digital sales and marketing campaigns with Omni channel have been becoming huge
step to grow within world paradigms of marketing to be highly productive to bring on new
changes for longer working hemispheres. Digital marketing has been becoming one of the most

important objective to attain larger long term business paradigms to pertain onto larger
marketing paradigms and to grow fundamentally within the worlds scenario for making huge
progression onto world levels. The TUI brand will be aiming to use digital marketing techniques
with higher advanced working paradigms and strategic objectives pertaining to attain higher
strategic vision for higher scale rational productivity. Omni scale marketing focuses to deliver
best preferences strategies for gaining higher scale objective and to deliver new technical
advancement for being highly productive and to gain huge success for bigger levels. The digital
sales along with innovation and creative marketing techniques to bring on best scale of working
potentialities through which vivid scale transformation is determinant and to attain wider focus
based on competitive working strength. The Omni channel marketing campaigns are one of the
most advanced way to bring on keen working strengths among management levels where wider
focus is pertained to leverage the data as per customers preferences. TUI can built strong market
position for itself and customer acquisition segments with wider scale formulation to develop
onto higher rational working assets with new advancement and developed new strategies to gain
on new expertise for longer working hemispheres. Omni channels will be actively bringing
customers close to company productive advertisements where digital technology advertisements
will be using for higher scale productive marketing with innovation at core (Kavoura, Sakasand
Tomaras, 2017).
Measurement techniques and performance metrics
The measurement techniques and performance metrics are highly important for producing
wide composed monitoring of all digital marketing advertisements, to quickly gain higher scale
marketing paradigms and to regulate the advertisements which are undergone by company for
bigger time periods. TUI has been working with larger scale digital marketing, best tools of
social media advertising and to gain rational working focus for new profitability working goals
where measurement techniques and performance metrics play an active role to bring on best
results and data.
 Total sites visit: TUI can use the total sites visit metric to look upon best rational focus where
data which shows numbers of customers actively coming onto TUI website and to bring on
larger focus for gaining new developed working parameters. This will help to identify larger