London Eye Tourism: A Comprehensive Digital Marketing Strategy

This report provides a detailed analysis of the digital marketing strategies employed by the London Eye, a prominent tourism destination in the UK. It examines the current digital and traditional marketing activities, including direct marketing, advertising, and various online platforms. The report also explores the segmentation, targeting, and positioning (STP) strategy used to identify and reach the target audience, focusing on tourists and individuals interested in exploring new places. Furthermore, it outlines a comprehensive digital marketing plan with specific objectives, such as increasing sales and market value, and incorporates creative marketing strategies like social media engagement and digital marketing tools. The report concludes that effective digital marketing, combined with a well-defined STP strategy, can significantly enhance the popularity and brand value of tourism destinations like the London Eye, contributing to increased customer base and competitive advantage. Desklib offers a variety of similar solved assignments and resources for students.

Digital Marketing strategy

Table of content
• Introduction
• The current digital and traditional marketing activities
• Segmentation, targeting and positioning strategy
• The digital marketing plan with objectivities as well as creative marketing strategies
• Conclusion
• References

Introduction
• Tourism destination refers to the historical place which attract people to increase the
experience of the customers. The selected tourism destination is the London Eye which are
located in the UK.
• It is the most famous place situated in Riverside Building in London which attract the large
number of tourist across the world. They use digital marketing to promote their services
across the world by posting the details about their services on online platform so people
know about it.
• The project covers the current digital and traditional marketing activities along with
segmentation, targeting and positioning strategy. Further, it highlights the digital marketing
plan with objectivities as well as creative marketing strategies.

The current digital and traditional
marketing activities
• The administration of the London uses various method in their marketing function in
order to drive the attention of the public so they visit the place while they are traveling
In UK. it has been determine that tourism industry contributed in the development of
the economy. The marketer of London Eye conduct various marketing activities by
using tradition and digital marketing tools that are as Follows-
• Direct Marketing- It refers to the tradition marketing channel in which Marketers of
the London Eye promote their services and destination by giving adds on radio,
distributing Pamphlet, posters on wall, public transport, holdings on public place and
many more so the tourist in the country can know about the place and decide to visit it
in order to Increase their experience.

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• Advertisement- It is also another effective tradition marketing channels which enable
the marketers of the London Eye to drive the attention of the public to increase their
sales and revenue. In this marketing activities they provide ads on the newspaper, TV,
radio and other platform in order to attract the large number of tourism and people
across the world.
• Digital Marketing- It is the most effective marketing method which gain huge
popularity in the recent times. In this marketers of the London Eye post the detail
about their services along speciality of the place on the website of the destination
which influence the behaviour of visitors towards the destination.

Segmentation, targeting and positioning strategy

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• STP is stands for Segmentation, Targeting along with positioning strategy which is most
effective tools that is used by the marketers of London Eye to decide their target segment
to meet the desired outcomes of the organisation.
• Segmentation- It the strategy which is used to decide the target segment as per their
behaviour, location, nature, gender, age and many other. they decided to target the
tourist, people who come to explore the new place, things along with visit the place to
meet their social needs. The age group between 18 to 60 who travel most for their higher
studies, personal and professional purpose are the main target audience of the London
Eye.

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• Targeting- It is related with place, benefits and profitability which the marketers of
the London Eye decided after target their customers in order to offer best services to
them. They provide online ticket booking services along with payment so the
customers can enjoy and have great experience after visiting the place. The London
Eye is located at the main area of the city which allow people to satisfied their needs
without found difficulties.
• Positioning- It is related to the position of the services in the target market in order to
add value to the customers. The Marketers of the London Eye decided to offer their
services through digital operations which is convenient for the public and save their
time or cost. along with they also digital marketing to provide detail information to
customers in order to increase their experience.

The digital marketing plan with
objectivities as well as creative marketing
strategies.
• The digital marketing plan of the London Eye
includes the new marketing strategy as well as
manager decided to implement new technology in
their marketing activities in order to meet the
objectives. The objectives of the firm is ton
increase their sale and market value by 10 percent
along with install advance technology for future
growth

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They follow various steps to meet these objectives such as-
• Evaluation of their current marketing activities to determine
problems.
• Set new objectives
• conduct research about recent market trends
• Identified various marketing strategies
• share information in organisation about new policy and method
• Implement in the business operation
• Continuous Monitoring and examine the effectiveness of
strategies

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• Marketers of the London eye use various creative
strategy in their marketing function that are as follows-
• Social media marketing- It refers to the marketing in
which marketers of the London Eye use various social
media platform such as Instagram, Facebook, Youtube
and other in order post the video, pictures and reels on
the profile of organisation which drive the attention of
youth which like to explore new places in order to
increase the sales and revenue of firm .