Report: Digital Sales and Marketing Campaign for TUI Tour Business

This report provides an in-depth analysis of digital sales and marketing strategies, focusing on their application within the tour and travel industry, specifically using TUI as a case study. It explores the definition of digital sales and marketing, emphasizing the use of digital tools like websites, social media, and e-commerce platforms. The report is divided into two parts, with the second part focusing on developing a digital sales and marketing campaign, including building buyer personas, identifying organizational goals, and leveraging digital channels and media campaigns. It also examines omni-channel marketing, its application in digital sales, and the steps involved, such as understanding customer perspectives, measuring data, and segmenting the audience. Furthermore, the report evaluates measurement techniques and performance metrics in digital marketing, including brand awareness, cost per lead, and returning visitors, offering recommendations for improving overall performance.

Digital Sales and
Marketing

Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Covered in Leaflet..................................................................................................................3
PART 2............................................................................................................................................3
Plan for digital sales and marketing campaign for a relevant tour business..........................3
Examination of omni-channel marketing and its application in digital sales and marketing.4
Develop of digital sales and marketing campaign that are used for recognised marketing
methods to retain and market position and customer acquisition...........................................6
Evaluation of measurement techniques and performance metrics that is used in digital
marketing................................................................................................................................6
Present a set of action for improve overall performance in digital marketing.......................7
Recommendation for improvement of monitoring and measuring digital marketing............8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The term digital sales can be defined as a technique that is used for selling the products
and service through electronic digital media tools. Web page, Google search, advertisement on
social media are some aspects that is used for marketing products and services through digital
media. On the other side, digital sales can be defined as the method through which products are
sold by organisation with help of digital tools (Armstrong and et. al., 2018). Application, website
and e-commerce platform are defined as the method that is used for selling products and services
through sales department. This report is composed from point view of TUI which operates there
business in tour and travel industry and digital team of organisation is responsible for enhancing
customer value through providing online experience to its customers. Moreover, report
highlights on digital tools that is enhancing digital sales and marketing channels that is used for
operating tour operators and opportunities. Different sales and marketing which is used for
managing digital platforms that is increase sales and maximise of marketing efforts to attract
more number of customers.
PART 1
Covered in Leaflet
PART 2
Plan for digital sales and marketing campaign for a relevant tour business
Plan plays an important and essential role for organisation which is leading management to
complete all work in proper manner. According to this management also enhancing challenges
for work in right manner With right steps that are related with individuals leads in accomplish of
work by making an organised methods for completion and implementation of action properly.
This technique also consider that with use of performing right steps TUI is adopting right
methods for digital sales in which task are completed in an appropriate manner (Dodson, 2016).
 To build buyer personas- With the buyer personas preparation it is easy for
management to manage its work as per specific target market area. In context of buyers it
is identified by organisation that with managing work techniques as per right demand of
customers. From perspective of TUI it is identified that with right business techniques it
is used in making results through which task are completed in proper manner by using
existing data in proper manner.

 To identify organisational goals- Organisation are performing and managing their work
at global level that is leading business area. But on other side, it is also determine by
organisation that goals and objectives are impacted due to inefficiency of results. Along
with this it is also identified for making desired goals are formulated for longer results. It
results TUI management is able to complete all actions and functions which are produced
to accomplish desired and actual results in minimum period (Charlesworth, 2014). With
this objective management also concern for developing right goals that improves channel
for organisation to use their asset towards right area.
 Digital channels- Digital and electronic way of medium work as a most effective method
that is leading customer to complete all task in proper manner. With motive of managing
and completing work it is identified organisation is able to achieve high results by using
all digital channel in proper manner. Along with this from perspective of TUI e-mails and
display advertisement used for obtaining longer results under which task are completed
effectively.
 Media campaign- All media campaign that are used by management helps organisation
to work as per actual results through which task are designed in proper manner.
Moreover, with right media campaign organisation is using techniques that are leading
business to complete work properly. The digital methods of TUI media helps in
consideration of work to make right arrangements as per media techniques. Thus, it
results this is easy for organisation in making techniques about management which boost
market area for business to complete all task as per desired goals.
With techniques of management it is identified that organisation is leading on those areas which
is beneficial to increase quality of tour and travel services which utilised by management for
accomplish of longer results (Bechter and Swierczek, 2015) In context of this it is also used by
organisation. TUI is holding better results through which work areas for business are offering
better results to organise a successful business.
Examination of omni-channel marketing and its application in digital sales and marketing
Omni-channel marketing refers to a multi-channel sales approach that is providing an
integrated shopping experience to all customers. With the globalisation aspects e-commerce
platform is used by all business houses that helps organisation to approach more number of
customers. It also leads customers to complete work properly by understanding needs and wants

of individuals and market trends. According to this information it is analysed that with right
business techniques management is also able in accomplish of those aspects through which work
is performed by organisation within a smooth manner.
Omni-channel marketing and its application in digital marketing
With right business techniques and digital channel it is easy for management to
accomplish longer results that make better results for customers. Along with this it is also used
by management in accomplish of longer results that provides trends for organisation to make
engage longer individuals for completion of task (Gong, Smith and Telang, 2015). TUI is
offering good variety of products to all of its customers that lead management to gain right
results. Some of the major steps that is used under Onni-channel marketing are as follow:
To walk as per customers perspective- With regular review and experience of
customers through using research technique. In present scenario, with management as per
making purchase and connect with customers that support case techniques for placing order that
helps to interactive with all. TUI design its multi-channel marketing areas for providing delight
experience that remove barrier from organisation by designing its task as per needs and wants of
customers.
Measure everything- Information and data that is provided by customers to complete
work is leading management that enhance words content as per leverage as per invasive. With
response as per people in making customers for interact that makes online structure for defining
areas that become invasive marketing conference in order to provide right insight about
relevance of data. So all data which is measured must be relevant to organisation goals which
helps in improving products quality that leads to gain competitive edge against rival
organisation.
Segment Your Audience- By identifying which information points are valuable for TUI
it is easy to segment audience accordingly needs and wants of customer. Information points
which are more beneficial assist management to interact with all individuals properly. Using
marketing automation, organisation can catch this information to build rich profiles about
potential customers and the customer venture – along with this it can even band together with
other research companies for improve the information and using it with more intelligence
(Holliman and Rowley, 2014). This kind of rich information can be converted into customer use
cases, and furthermore used to build purchaser personas. For instance, individual who work in

the tech industry and are between the ages of 25 and 35 are bound to purchase dependent on
technical specifications depend on website to review organisation understanding.
Create Content/Messaging that Tends to Utilize Cases and Behaviours- Substance
and messaging is critical. If a customer has previously connected with management and its
services, it is likely need to consider that in marketing efforts must be improved to attract
previous customer (Järvinen and Karjaluoto, 2015). Example- it is used by management for
making better conditions as per requirements and feedback of customers. If a customer has
placed something into routine order of TUI services than management utilize your substance to
reference that intent. discuss the incredible substance that management makes to address use
cases. Example- TUI send mails likewise received emails from customer enquiries referencing
previous buys, and recommending complementary items. This sort of substance and messaging
causes consumers to feel by and by addressed, and helps drive a lot higher engagement,
unwaveringness and buys.
Develop of digital sales and marketing campaign that are used for recognised marketing methods
to retain and market position and customer acquisition
The market campaign of TUI is totally focused on enhancing customer experience that
leads management to gain top position in market. With the evaluation of different technique it is
identified that management accomplish longer results that is offering effective perspective tools
which is leading operational areas and functions to consider and select those areas that states
organisational objectives for complete of work as per decided marketing techniques. E-mails and
blogs are most effective tools that are used to make effective results under which management
helps to make position at top level. For this management is enhance its work areas by offering
wide variety of services and promote company products through using omni-marketing channel.
It leads to attract more number of customers for organisation and due to this it is also analysed by
management customers are properly satisfied through solving there query (Järvinen and
Taiminen, 2016). It results customer are more satisfied and aids management to accomplish
organisational goals in minimum time period.
Evaluation of measurement techniques and performance metrics that is used in digital marketing
Individuals who are engaged in management lead the organisation to use all tools and
information that is present within internal departments and employees. This refers employees are
responsible for accomplishing specific results in which customers leads to acquire longer results

and generate effective results that leads for preparation of projects which are linked with
customer needs and requirements. Create content is first technique used for digital marketing and
it is measured with preparation of quality control chart. It helps to check how many clients
actually read the content provided by management. Further, segmentation technique is also used
by organisation for targeting a specific target of customers (Karjaluoto, Ulkuniemi and
Mustonen, 2015). With use of management information system data TUI utilise marketing
techniques through which better results are accepted to fulfil particular needs of customers. KPI
and benchmarking technique is also used by management for satisfying customer needs in proper
manner through ensure services are provided with decided quality. Some other steps which are
used by customers for performing all work in proper manner are as follow:
 Brand awareness- With the techniques of brand awareness it is easy to track overall
performance of organisation. Marketing campaign is an effective which is used for
satisfying needs and wants of customers that outlines required tools for all departments. It
results this is easy for TUI to make positive perception about customer requirements and
leads.
 Cost per lead- According to cost it is use for comparison of all tools and area which
increases cost for organisation to manage its work possibilities. This also determine at
time of managing TUI activities at overall areas, value based perception for each activity
is depend on location such as developed country clients require all facilities to enjoy their
holidays in comfortable manner.
 Returning visitors- TUI is increasing their business size through adopting digital
techniques in order to improve business goodwill and profits. In context of service
industry returning visitor demonstrate better results that is helping organisation to
evaluate their business effectiveness.
Present a set of action for improve overall performance in digital marketing
Digital marketing performance is defined as an effective comprehensive term that refers for
making online marketing and advertising programs that is used for advertise all products and
services by an organised step for specific targets. Marketing analytics helps for evaluation and
assessment for each acquisition channel (Leeflang and et. al., 2014). This perceives for making
better marketing efforts that engage, converse and make visibility that makes better visible cross-
channel performance in order to analyse existing opportunities of market. TUI management

teams use and compare all action that helps in making right results which allocate budgets for
organisation to obtain better position. Similarly, another technique that relates with business is
leading digital marketers for advance analysis and identify of right customer area for analysis
cross-channel and individual performance to optimise all channel for representing all channels
with right design.
Recommendation for improvement of monitoring and measuring digital marketing
With the analysis of all market and customer needs it is used by management for accomplish
of better results through adopting recommendations that make monitor and measure performance
(Lipiäinen and Karjaluoto, 2015). The first recommendation relates with use of market
information that relates with imperative study of making channel and use of communication
system to offer and use marketing techniques in order to attract more customers. The another
recommendation relates with business and selection of digital platform under which organisation
select right methods to measure all performance as per right area. In the last, with adopt of
making right campaign technique in which organisation consider and expect performance to
develop and implement omni-marketing channel for organisation.
CONCLUSION
With the above report details it is concluded that information system plays an essential
role for organisation in enhancing number of customer and market areas. Digital sales and
marketing helps organisation for accomplish of better results by managing its work through
engaging digital marketing activities. Marketing campaign helps business organisation to
promote all of its products with minimum cost to a large number of customers. In the last, with
right set of action such as market analytics aids business organisation to improve digital
marketing techniques for gain better position in market.

REFERENCES
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