Digital Sales and Marketing Report: Analyzing TUI Group's Strategies

This report provides a comprehensive analysis of digital sales and marketing strategies, focusing on the application within the TUI Group, a major player in the travel and tourism industry. The report begins by examining various digital sales and marketing channels, including video marketing and social media marketing, and discusses the opportunities and challenges associated with each. It then analyzes the success of key digital platforms implemented to enhance sales and maximize marketing efforts, highlighting how these platforms attract customers. Furthermore, the report outlines the planning of digital sales and marketing campaigns, incorporating recognized marketing methods and strategies such as SWOT and PESTLE analyses. The evolution and application of omni-channel marketing, along with customer profiling techniques, are also explored. The report concludes with an evaluation of measurement tools and performance metrics used in digital marketing and suggests actions to enhance performance. Overall, the report offers valuable insights into the digital marketing landscape, specifically within the context of the travel and tourism sector, and provides a practical guide for developing effective digital sales and marketing strategies.

Digital Sales and
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK1.............................................................................................................................................1
P1 Examine digital sales as well as marketing channels used by tour operators & discussion
opportunities or challenges they possess.........................................................................................1
TASK 2............................................................................................................................................3
P2 Analyse success of key digital platforms implement to enhance sales & maximise
marketing efforts, show how they attract customers in TUI group.............................................3
TASK 3...........................................................................................................................................4
P3 Plan a digital sales as well as marketing campaigns by implementing recognised
marketing ways.........................................................................................................................4
P4 How omni-channel marketing has evolved as well as its application in digital
Understanding customers implementing profiling techniques sales and marketing
campaigns..................................................................................................................................7
TASK 4...........................................................................................................................................8
P5 Evaluation of measurement tools as well as performance metrics used in digital
marketing...................................................................................................................................8
P6 Set of actions to enhances performance in digital marketing. ....................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Market is wider as well as broader which comprises of small medium as well as large
businesses. In this contemporary business environment, it is critically important to achieve goals
and objectives within time period due to higher competency level in market(Agnihotri, R., 2021).
TUI Group, which is tourism and Travel Company headquartered in Germany. This enterprise
is to be known as the largest leisure travel and tourism business across the globe and which
acquires travel agencies hotels airlines as well as many retail shops. It also has many subsidiaries
such as TUI Cruises, RIU Hotels etc. This report comprises of different digital and marketing
channels, success of digital platforms implements for sales or marketing, digital sales and
marketing campaign, overview of Omni channel marketing, measurement techniques as well as
performance metrics in digital marketing and set of actions used to enhance performance in
digital marketing along with its conclusion.
MAIN BODY
TASK1
P1 Examine digital sales as well as marketing channels used by tour operators & discussion
opportunities or challenges they possess.
In travel and tourism sector, in digital sales and marketing channels are necessary to be
adopted as they help tour operators to execute their business activities with an effective manner
and reach to customers in easy way (Key, Czaplewski and Ferguson, 2019).There are various
types of digital sales and marketing channels that are implemented by TUI Group and which are
discussed as follows-
Video marketing-
Video marketing is to be considered as the most effective digital sales and marketing
channel which is to be used why tour operators and TUI Group. Video marketing is to be defined
as a process to promote the product or service through using videos and increasing the
engagement between customers as well as brand.
Opportunities
 By using this video marketing TUI Group is able to reach to customer at wider scale
which also helps them in understanding different cultures and regions.
Challenges
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 To use video marketing, the selected enterprise needs to update their marketing
department with skilled employees who are well known with editing and recording
techniques.
Social media marketing-
Social media marketing is also used as a marketing channel by tour operators as it is the
beneficial for enhancing brand effectiveness which also reduces competition level.
Opportunities
 With adoption of social media marketing, TUI Group has the opportunity to increase their
Goodwill by using social media platforms like Facebook, YouTube, Instagram and many
more.
Challenges
 Due to the on-going pandemic situation, it has become essential for travel and tourism
companies to market their brand through social media marketing and it is a cost
expensive approach.
Basis Sales(Online & Offline) Marketing, Online &
Offline
Meaning A sale is to be defined as a
process of exchanging goods
or service with sake of money.
Online sale refers to selling of
products through offline sales
refers to selling goods and
services with the street and by
traditional methods(Kedziora
and KIVIRANTA, 2018).
.
Marketing is being
defined as a process
through which people get
engaged to the brand or
product. Online
marketing refers to
promoting and engaging
with customers by
accessing to web based
channels or internet.
Offline marketing refers
to promoting the brand
name by using traditional
methods or approaches.
Objective Main objective is to enhance
sale of firm.
Main objective is to
enhance goodwill of a
brand.
Benefits of digital sales as well as marketing
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 Digital sales and marketing increases the customer loyalty with the frequent
complications which is useful for development of business.
 With the help of digital sales as well as marketing it is easy to increase the Goodwill
credibility of a brand in most effective manner.
Challenges of digital sales or marketing
 To use digital sales and marketing in business, it is necessary to conduct proper market
analysis and have relevant information which is a time consuming(Chen, Hu and Smith,
2019).
TASK 2
P2 Analyse success of key digital platforms implement to enhance sales & maximise
marketing efforts, show how they attract customers in TUI group.
Digital tools and platforms are kinds of programs, websites or online sources that help in
achieving goals in easier way. There are several types of digital sales platforms which are
mentioned as follows-
Various types of digital sales platforms
There are different types of digital sales platforms which are used by TUI for the
marketing and are mentioned as follows- Social media platform- Facebook, Instagram- The usage of social media platforms has
been increasing at rapid scale. In context of TUI group, day prefer social media platforms
like Facebook and Instagram on the basis of which they are able to improve their digital
sales easily.
 Media sharing platforms- YouTube, Airbnb- It is another most appropriate digital sale
platforms in which videos music images are being shared(Oktaviani and Rustandi, 2018).
In relation of selected enterprise, they shade there tourism and travel experiences to the
audience which also enhances their sales ratio.
Various kinds of digital marketing platforms or their use for revenue building Influencer marketing- Influencer marketing is being viewed as a digital process which is
used to reach to target customers in which social influencers, celebrities, owners how to
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be considered experts within their field and share their views on a particular brand or
product.
 Email marketing - Email marketing is also known as a process through which digital
sales is being increased as because it helps TUI Group to stay engaged with old
customers as well as new customers which on the basis of their shopping experiences.
Consumer life cycle stages of digital adoption Innovators- These are those types of consumers who like to take risk and adapt to the
digital adoption at a very first aspect. The innovators consumers consist of 2.5% in
market. Early adopters- These are those consumers who adapt to the new technologies in a very
fast way at a very young age and have advanced knowledge about new
technologies(Alves, Sousa and Machado, 2020). Early majority- This type of consumer are of 34% in market as they are to be known as a
longer and early adopters who are open to new idea but lack behind the adoption process. Late majority- They share all aspects of early majority but typically sceptical
about an innovation are the major difference. They prefer to wait until services
or product becomes established.
 Laggards- Very resistance to new technology. Conservative category. Follow
traditional way. They will adapt to the new technology only if it’s well buried
inner other product.
TASK 3
P3 Plan a digital sales as well as marketing campaigns by implementing
recognised marketing ways.
Marketing campaigns refers to promoting products through various kinds of
media like television, radio, print as well as online platforms. As marketing campaigns
are not individually reliant on advertising as well as consists of demonstrations, video
conferencing as well as other interactive techniques.
Marketing content is defined to a strategic marketing method which is focused
on creating as well as sharing valuable or consistent content in order to attract or retain
defined audience (Durai and King, 2019). Whereas marketing strategy is referred to
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business's whole game plan for reaching a prospective customers as well as turning
them into customers of company’s products and services. It contains company's value
key brand messaging, data on target customer demographics, proposition or various
high level components. In terms of TUI group, for determining sales and marketing
opportunities SWOT and PESTLE analysis is carried which are as follows:
SWOT analysis:
Strengths It refers to positive points of company.
 There is automation of activities which brings consistency of quality.
 There is strong dealer community.
 Company is having strong brand portfolio.
 There is strong distribution network in company.
Weaknesses It refers to areas which company needs improvements.
 There is less investment in research and development in growing
travel sector.
 There are gap in product and service range which is sold by company.
 Company is not successful in at integrating company with several
work culture.
Opportunities It refers to chances as well as components that could be grabbed to build
profits.
 Company's core competencies could be a success in same for other
products sector.
 Economic up sticks and increase in customer spending.
 There is an opportunity of new customers from online channel.
Threats It refers elements which harms company's stability.
 There is a demand of high profitable products which is seasonal in
nature.
 There is intense competition.
 There is high rising pay level which has especially in cost control
prices.
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PESTLE analysis:
Political  There is political stability and importance of travel and tour
sector.
 There is risk of military invasion.
 There is bureaucracy and interference in travel and tour sector
business.
Economical  There is government intervention in free market.
 There is infrastructure quality in travel and tour company.
 There is skill level of workforce in travel and tour company.
 There is high economic growth.
Social  There are various demographics and skill level of population.
 There are various leisure leisure interests.
 There entrepreneurial spirit as well as wide nature of society.
Technological  There is technological impact on product offering.
 There is rate of different technological diffusion.
 There is impact of value chain structure in providing consumer
services sector(Albee, 2018).
Legal  There are various discrimination laws.
 There is law of health and safety law.
 There are various laws of associated with employment laws.
Environment  There are various severe climate changes.
 There are various attitudes towards, support for renewable source
and energy.
 There is waste management in consumer service sector.
 There are laws regarding regulating environment pollution.
For carrying and planning digital sales it is important to carry have customer
profiling which refers to a tool which allows businesses to visualise customer's needs
and making interaction which they are requiring in order to have effectiveness in
working practices(Kotarba, 2018).
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P4 How omni-channel marketing has evolved as well as its application in digital
Understanding customers implementing profiling techniques sales and
marketing campaigns.
Omni-channel is defined as a multichannel sales approach which gives customer through
an integrated customer experience. Customer could be shopping online through mobile device,
or, or in a bricks and mortar store and experience which could be seamless. Omni channel
marketing refers to the sales approach which offers an integrated and streamlined shopping
experience to customers across channels(Dent and White, 2018). Customer is using a mobile or
desktop to buy from an e-commerce store, they could always have a seamless experience.
From memorising passengers about ongoing and coming flight a few days before journey
to gaining effective deals on hotels as well as tours travels. As travel company could use various
on omni channel marketing carrying out journey of customer. In terms of TUI group application
of Omni channel marketing in digital sales and marketing sales that are used by company are as
follows:
 Customer relationship management software:- CRM Software is defined to a software
system which manages company's relationships or interactions with both current or
potential customers. CRM software (customer relationship management software)
improves customer relationship by managing customer interaction, generating leads or
streamlining processes. In terms of TUI group, company is using customer relationship
management in their operations build and maintain proper relations so that their reach
could be generated more.
 Video/web conferencing solution:- Web Conferencing refers to an online service by
which companies could carry live meetings, presentations or trainings through internet
specifically conferencing on TCP/IP connections. Companies could connect to
conference either by phones or using their computer's speakers as well as microphone
with a VoIP connection (Das, 2021). In terms of TUI group, company is associated with
this omni channel marketing to present a proper solution and handling with queries of
their customers well.
 Email service provider:- This service allows users to send email campaigns to
customers. Email service providers are generally technology companies which make it
easy for customer to generate email lists or send emails. As email marketing to be is said
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to be more popular marketing mode, email service providers have capacity to provide
differentiated services. In terms of TUI group, company is implementing mode of email
service provider in their operations in order to connect with customers effectively.
 Marketing automation platform:- It allows companies to optimize their marketing
strategy through automating marketing activities like social media posts, and lead
generation email marketing. In terms of TUI group, company is using marketing
automation platform in order to perform marketing activities in building their reach and
making customers aware about their facilities and services.
 Analytics and data visualizations solutions:- It refers to graphical presentation of
information as well as data in a pictorial and graphical format. Data analytics is defined
as a process of analysing information sets in order to make decision about data they have,
increasingly with exppertise software and system (Ivaschenko, Stolbova and Golovnin,
2019). In terms of TUI group, company is implementing analytics as well as data
visualizations solution application of omni channel marketing in their operations
in order to present their ideas and services which they are providing to
customers in an attractive way.
TASK 4
P5 Evaluation of measurement tools as well as performance metrics used in
digital marketing.
It is important as well as necessary to measure various tools and techniques as
well as performance to determine various sources of business and carrying business
practices effectively. In terms of TUI group various methods as well as performance
metrics which are used and implemented in their digital marketing are as follows: Total sites visits: It basically refers to a big picture which should monitor and
tracked. It consists of total number of sites which have been visited. As this
number grow steadily over time. In terms of TUI groups it helps company in
building various site visitors so that performance of their tours could be
measured(Sari, 2020) . Exit rate: In this performance metric it states that there is particular exit rate
which reveals about websites design and having user experience. It helps in
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determining that whether digital campaign is meant to be drive to new users
to business websites for a more general. So exit rate metric will determine
about what and where business left after customer reviewed services. In TUI
group exit rate helps in determining what work is being left over. Conversion rate: It refers to number of different anonymous site visitors who
become digital records in company's records in their CRM and marketing
database while making purchases, downloading a service or subscribing to a
mailing list. It refers to number of financial department which will be in most
interested. In terms of TUI group, conversion rates helps business in identifying
and determining their visitors which helps them in building their reach of
customers. Traffic by sources: It refers to a useful traffic source in online marketing to
pinpoint which ones are over as well as underperforming in whole marketing
campaigns. In general it consists of direct visitors, organic search as well as
referrals. In terms of TUI group of company is using this technique to measure
performance in their workplace.
 Cost per lead: It refers to a metric measure which identifies how cost effective
of business marketing campaigns are used when it comes to building new leads
company's sales team(Nyström and Mickelsson, 2019). These metrics are used in
used in monitoring individual campaigns like adwords, banners advertisements
and social advertisement or addition of marketing efforts. In terms of TUI
groups, this technique is used by company to determine level of effectiveness
in creating new customers for running their business.
P6 Set of actions to enhances performance in digital marketing.
There are various set of actions which are used by businesses in order to
improve their performance in digital marketing sector. And for that various
performance measures are used to enhance its performance. In terms of TUI group
various performance measures which are implementing online metrics as well as web
statistics are as follows: Page load time: It refers to one of key metrics which is used in improving web
performance monitoring. Page load time generally monitors and determines time
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to load every content displayed webpage . It is calculated from time determining
time users clicks on web page link and types in a web address until webpage is
fully loaded in browser. In terms of TUI group, company is using this measures
their performance of their operations. Unique visitor traffic: This is a performance enhancement tool which and tells
about how visitors are coming to reach company's site in a predefined timeframe
(Heggde and Shainesh, 2018). It is an upward trend in digital sales and marketing
area that shows that company is providing content which is valuable to business
target audience or shows that company's marketing campaigns are successful. In
terms of TUI group, company is using this performance enhancement measure to
improve their performance by in determining valuable target audience.
 Bounce rate: This measure of performance improvement states percentage of
visitors to company's websites who are able to navigate away from site after
viewing only one page. As a high bounce rate determines that visitors which are
making it to company's site for having value to keep businesses. In terms of TUI
groups, company is using bounce rate in order to improve percentage of
customer visitors on company's website.
There are various framework which is used for measuring and determining
effectiveness of various online sales and digital platforms and in terms of TUI groups
various framework which are used for measuring effectiveness of platforms are as
follows: Customer feedback: It is important to collect feedback from customers so that it
could help business to understand how well services are delivered (Choi, Ludwig
and Harris, 2020). As members of staff should be highly asked whether course
was carrying a valuable experience and whether they are liking company's
topics, services, tours, discounts and places. Test and evaluation: In addition of opinion, there is a measurement which has
been carried to measure and search or whether workforce knowledge has
actually increased as a result of having e learning. In terms of TUI group
company is using test and evaluation in order measure learning and provided
services which are being carried by company.
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