Digital Sales and Marketing: Opportunities, Challenges, and Strategies

This report provides a comprehensive analysis of digital sales and marketing strategies within the tourism sector, focusing on tour operators and their use of various digital channels. It explores the opportunities and challenges presented by these channels, examining platforms like Trip Advisor and the impact of digital trends on the industry. The report delves into the success of key digital platforms in increasing sales and maximizing marketing efforts, including the use of video content and live event integration to attract customers. A case study of TUI's digital marketing campaign is presented, including SWOT analysis, STP plan, and marketing mix strategies, providing insights into campaign objectives, segmentation, targeting, positioning, and the tactics employed to promote cultural travel packages. The report also discusses how Omani-channels marketing has evolved and its application in digital sales and marketing campaigns.

DIGITAL SALES AND
MARKETING

Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 different digital sales and marketing channels used by a range of tour operators and discuss
the opportunities and challenges they offer.................................................................................3
LO 2.................................................................................................................................................4
P 2 the success of key digital platforms used to increase sales and maximize marketing efforts,
and discuss how they attract customers in the tour operating sector...........................................4
LO3..................................................................................................................................................5
P3- Digital sales and digital marketing campaign.......................................................................5
P4- Ways in which Omani- channels marketing has evolved and their application in digital
sales and marketing campaign.....................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
LO 1
P 1 different digital sales and marketing channels used by a range of tour operators and
discuss the opportunities and challenges they offer
In the sector of tourism there used to be intermediaries for the companies such as TUI so
that they can deal with the passengers and consumers of the business. The tour operators buy the
stock of tourism facilities in the company and share them as a package deal to travel agents. On
the other hand travel agents used to sell directly the offer to public. Now the condition has totally
changed because now due to advancement in technology the sector of tourism has evolved and
revolutionized. Now the medium of digital aspects is enabled in the industry which is used to sell
their services (Kotler and et.al., 2017).
The distribution in travel industry is shifting to the upcoming and drastic trends of
ecommerce with offers, marketing of channels and campaigns. Earlier than this global
distribution was considered as a prominent factor in the industry of tourism. But the development
in technology is changing the whole structure of tourism such as distribution of products and
services. In order to reduce the factor of cost many companies are distributing their tickets
through their websites. In many markets the personal offices of airlines has completely shut
down because people rely on the services that are provided online. Also there are facilities of call
centre from where consumer can engage with the company. The digital travel sales has crossed
the mark last year by 100 billion Euros as many of the consumers have access from their mobile
phones and they can pay instantly with their credit or debit cards. Many companies have

improved their services and made their own platform user friendly so that it is easy for
consumers to book ticket from their page. There are many elements related to this aspect.
Websites of companies such as TUI will help their business in the strategies of distribution. The
concept is to improve the level of conversions of sales and generate the lead to consumers. Other
than this there are many other channels of marketing and sales which TUI needs to keep in mind
such as
Trip Advisor-
Considering its recognition it is the most popular platform which provides the services of
booking for travel and they have more than 300 million users. Company also works as a channel
of distribution for the third party resellers. Currently the company has more than 200 sites for
booking over the world and 570 million reviews of people on it. Companies such as TUI can tie
up with Trip Advisor as they are considered as best in terms of getting to a large no of audience.
This will help the company to attract more consumers. There are certain aspects to deal with the
company as individual members cannot deal with the company only travel companies such as
TUI can. Other than this there are any companies such as Trip Advisor which can help the
company to grasp an opportunity and lock it (Wang and et.al., 2019).
Also there are many elements to distribution of services online. Transactions occur at a huge
level on the websites of the company and they need to maintain the level of engagement with
customers as any mistake at the time of booking can break the trust of consumers. In order to
deal with this measure companies such as TUI needs to provide their contact information to the
page or provide the feature of live chat in order to address the issues of consumers and support
them.
LO 2
P 2 the success of key digital platforms used to increase sales and maximize marketing
efforts, and discuss how they attract customers in the tour operating sector
Original Video content-
This is a marketing which is taking the minds of many companies in order to use it to
attract consumers. This way TUI can market and promote their new solutions in a more

entertaining way so that consumers do not loose their interest. The video created must have some
value in it as per the company so that consumers do not consider it as a waste of time. TUI can
include the videos of and experience of people while they were on vacation and that destination
can be promoted through the company which will make the consumers think about buying out
their package (Kannan, 2017).
Live event integration-
This aspect is considered as a successful measure of digital platforms as it helps to
interact live with their consumers which is an important measure to show off their facilities and
services. Any event at the facilities of TUI can be shown off with this measure as it will help to
show the preparations, decorations and discipline for the event maintained and handled by the
facilities of TUI other than this decorum and interior of the facilities will also be highlighted
which will help the company to attract more people and their sales will be increased which will
help them to generate more revenue. Other than it this aspect will help the company spread the
awareness of the brand, generates more lead for consumers, increase the level of interaction with
customers, education. Also company also has the scope to generate more new leads by enabling
a contest with the webinar and the winner of the contest will be provided with a free package or
something (Guoan and Xue, 2019).
Marketing tools for automation-
In order to maintain the level of competition and maintaining the position in the market it
is necessary that TUI comply with these factors. This will help the company to build a model for
revenue which will help them to predict and sustain the factors.
LO3
P3- Digital sales and digital marketing campaign
Digital marketing campaign of TUI company
Executive summery

This report has been make the proper sales and marketing plan of the TUI company. It
has been concluded companies mission, vision and their marketing strategies through the digital
tools and This plan has been also provide competitive analyses and marketing mix of the
company. In the end it has been provided strategies to control the campaign (Dodson., 2016).
Mission
United in our mission to engage customers – it is what drives us! Our Promise Discover
your Smile
Vision
Our vision, values and customer proposition form the basis of our action and our attitude
– both inside and outside.
Objectives
 TO expand business into new location till the end of 2021
 To enhance the companies sales by the 25 % till 2021.
 To enhance Profit of the company by 20 % till the end of 2021.
Situation Analysis
SWOT Analysis
Strength
There are total five strength of this company and o0ne of them is this company has more
then 200 brands some of the the traveling brand has famous in the market for example – Jetair,
And most of these brands are the trusted brand that leading in the market place. Second, they
have many experienced leaders and also they have around 50,000 colleagues that commit to TUI
Travel PLC where the company builds a better working condition for employee such as reward,
employee’s survey, etc (Chaffey., 2019). Through their superior management team, the company

has an effective operation which are flexible business model where they can adapt and meet to
the changes happen, strong performance, synergy, and merger integration processing well.
Weakness
Their are some of the weakness of TUI which making them more weaker. This
traveling company is highly depended on the technology to operate their business activates and
business services and trending around the 27 key trading which is around the 27 key source
markets. If there will e any fault in the technology then this can affect their whole business so
they should not depend to much on it.
Opportunities
some of their loyal customers are low budget and company can take the opportunities to
provide them low budget flight which can satisfy their need, and they can travel regularly. They
need to provide some of the discount so people can effort the traveling plan by them.
Threat
competition in this industry is affecting the business of the TUI group and they also have
to increase the prices of the Flight ticket because the oil prices s increasing which is affecting the
traveling and they are not able to provide their customers discount in their traveling plans
(Kaushik., 2016). This become the threat for the UTIO company.
Strategic STP plan
Segmentation
UTI company is looking to provide the new cultural traveling plan for the people so
they can enjoy the nature and see the nature from very closely. Their new campaign will be
depend ion this basis. The Travelers will see the culture of the people and this new plans will
focus on the Asian countries because the Asian countries have the different culture, varieties of
the languages and other things will attract customer to buy their traveling plan
Targeting

The target of the company will be old age group people who wants to take the new
cultural experience in their so company will target the adult to take this traveling packages.
They will at get them through the digital marketing tools which can be easily attract them to
take the traveling plan and see the culture from very close (Parker., 2017).
Positioning
TUI company has the positioning in the market itself and their customers recognize
them and their traveling plans help the customers top satisfy their needs and their demand, so
they will provide this traveling price in affordable budget so people can enjoy their traveling I
the other country and they can see the nature and culture of the people.
Tactics ( Marketing Mix)
Product
TUP company will launch their new marketing campaign where they will promote the
cultural traveling plan for the adult people, so they can visit the another country and
understand their culture and their way to live their life (Juska., 2017). This company is having
the Airlines business as well, so they will provide the traveling packages in weather prices and
their services will help people to complete their traveling conferrable.
Price
company will use the competitive pricing strategy for their new traveling plans, so they
can take the competitive advantages in the Tour and Tourism industry and so their presence
(Payne, Peltier and Barger., 2017). This packages will be affordable for the propel who will take
the traveling package, and they will the varieties of services in less budget.
Place
Company will target the Asian countries and they will also expand their business in the
Asian country because there are opportunities for the TUI company to take the competitive
advantages in those countries and their culture and languages are also unique as compare to the
other countries.

promotion
TU company will target the audience for their new marketing plan through the social
media and run their campaign of the Facebook, Twitter and the Instagram because this is the
best way to promote their traveling plan and company can also make the new customers and
gain there loyalty (Avakyan And et.al., 2019). Company is already operating their business
online a dn their marketing for the traveling is strong so this will; be easy for the company to
achieve success though the digital marketing.
Monitoring and controlling
Company will use feedback techniques to know how their marketing plan is performing .
They will take review from the employees who are working in the TUI company to measure the
performance of the campaign. This will help them to understand their mistakes in the campaign
and company can recover through making new strategies.
P4- Ways in which Omani- channels marketing has evolved and their application in digital sales
and marketing campaign
There is huge contribution of the Omani- channels which change the way to promote
the product in the market and this is v bets way to run the campaign for the companies. TUI
group is also using the different different channels to promote their product and services
digitally (Swan, Dahl and Peltier., 2019). Social media is also an part of it where they can run
their campaign and also analyze and control their marketing campaign. This marketing
channel allow the company to see the activities and they can see how many people are interest in
their product and services. Website making is also one of the TUI company has their online
website where customers can take the traveling plan and also book their plan tickets in the
discount prices. This makes comfortable for the company to sell their product on the online.
SEO can also be the best tool or the Omani – channels for the TUI company where they can
show their presence on the google. When people will reneger about the traveling then their
company and their new campaign be shown to the customers first. It will help them to attract
new customers and company can also take the competitive advantages in the market where they
are operating their business.

This makes easy for the TUI company to run their campaign on the Omani – Channels
because before their marketing team have to traveling aware people about their marketing
campaign and their new travailing plans and offer but this new technology has give the good to
their company and now they are using the technology mostly which is providing them high
competitive advantages (Ozuem, Patten and Azemi., 2019).

REFERENCES
Books and Journal
Guoan, Z.H.U. and Xue, G.A.O., 2019. The digital sales transformation featured by precise retail
marketing strategy. Expert Journal of Marketing, 7(1).
Wang, W.L., and et.al., 2019. B2B content marketing for professional services: In-person versus
digital contacts. Industrial marketing management, 81, pp.160-168.
Kotler, P., and et.al., 2017. Marketing for hospitality and tourism.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Kaushik, R., 2016. Digital marketing in Indian context. International Journal of Computational
Engineering and Management.19. pp.2230-7893.
Parker, J. C., 2017. Grupo familia: Monetizing a digital marketing campaign in colombia.
Kellogg School of Management.
Juska, J. M., 2017. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Payne, E.M., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement. Journal of Research in Interactive
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Avakyan, E. A. And et.al., 2019. OMNI-CHANNEL MARKETING AS AN ALTERNATIVE
TO MASS" PUSH" MARKETING IN THE DIGITAL ENVIRONMENTAL. In Неделя
науки СПбПУ (pp. 324-326).
Swan, E. L., Dahl, A. J. and Peltier, J. W., 2019. Health-care marketing in an omni-channel
environment. Journal of Research in Interactive Marketing.
Ozuem, W., Patten, E. and Azemi, Y. eds., 2019. Harnessing omni-channel marketing strategies
for fashion and luxury brands. Universal-Publishers.