Voyage Prive: Enhancing Tourism through Digital Marketing Content

This report provides a comprehensive analysis of a digital marketing content strategy for Voyage Prive, an online travel agency specializing in private sales. The report begins by outlining the marketing objectives, which include increasing sales and profitability by promoting French Guiana as a unique holiday destination. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats, providing a basis for strategic decision-making. The report also identifies the target audience using the STP model (Segmentation, Targeting, and Positioning), focusing on demographics and psychographics. Furthermore, the report details the selection of appropriate digital marketing channels, such as content marketing and social media marketing, and provides a content plan for engaging with existing customers and attracting new prospects. Finally, the report touches on the importance of measurement, data, and analytics in evaluating the success of the digital marketing efforts, highlighting the need for compelling calls to action and consistent brand presence. Desklib offers a range of similar documents and study tools for students.

Digital Marketing

Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Analysis and Objectives..........................................................................................................................3
Target Audience......................................................................................................................................5
Channel Selection and Content Plan........................................................................................................7
Measurement, Data and Analytics.........................................................................................................11
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................13

INTRODUCTION
Marketing is considered as the most essential activity of any business as it involves
promoting the business, brand as well as the offering of the company. With the up-gradation of
the technology in today’s era, there has been the shift from traditional methods of marketing to
the digital medium which includes channels such as websites, search engines, social media,
mobile applications, emails and many others. By making utilization of these channels, the digital
marketing is referred to as the method by which the organizations are engaged in endorsing their
products, services as well as brands. It is considered as the less expensive method which is
commonly used by the companies and also it is very easy for the business to reach the large
audience of existing and new customers in just a single click (Chaffey and Ellis-Chadwick,
2019). The company chosen for this report is Voyage Prive, an online travel agency which
specializes in the private sales. It was being launched in the year 2006 and offers services such as
selection of leisure activities and stays for the destinations in France and other countries of world
at the negotiated price for the members. This report will cover the analysis and objectives of
digital marketing, target audience, channel selection and the content plan. Further it will include
the sample creative content and the measurement, data and analytics.
MAIN BODY
Analysis and Objectives
The marketing objectives can be referred to as the defined goals of the brand. It mainly
outlines an intention of marketing team, offer direction for the members to follow and also offer
some information in order to support and review for the executives. As Voyage Prive is the
members only travel club for the luxury people which offers the unforgettable getaways at the
unbelievable price. Its main business goal is to discover the unique holiday destinations to the
people at the unbeatable price with 30-70% of the discount. A digital marketing objectives of
Voyage Prive is being discussed below as it is planning to inculcate French Guiana in its private
site so that it can promote it in order to attract more tourism (Peter and Dalla Vecchia, 2021).
The objectives of the organization to promote the French Guiana from its private site is given
below-

 To increase the sales of the organization by 30% in next 12 months.
 To enhance the profitability of company by 25% in next 12 months.
 To expand the market reach in next 6 months.
The main aim of this digital marketing is to expand the reach of the company to new and vast
target audience so that high revenue is generated and business success is achieved. This plan will
promote French Guiana via the travel services provided by Voyage Prive so that the place is
promoted as well as the sales and revenue generation of Voyage Prive is also increased. The
company is planning to launch its digital marketing campaign so that it can define unique
characteristics of French Guiana and attract tourist to the place with the help of the private site of
Voyage Prive so that its sales is enhanced.
Analysis
In order to make analysis of the marketing plan of Voyage Prive, there is a framework
being used so that it can identify its strength and opportunities which will be utilized to make the
success of the digital plan as well as overcome the threats and weakness of company which may
become hurdle in the promotion of French Guiana (Verma, Malik and Khanna, 2020). SWOT
analysis is a tool which is used to make analysis of the same which is discussed thereunder in
context to Voyage Prive-
Strength
 The biggest strength of Voyage Prive is
its prices which it offers to the
customers. The company provides the
access to the customers of unforgettable
luxury getaways at the discounted
prices.
 Another strength is its campaigns for
marketing the services of the company
as it uses real techniques of marketing
which can help in connecting with
customers and make the long lasting
impression on their mind by promoting
Weakness
 The weakness of Voyage Prive is that I
is dependent upon on Pentalog for the
developments in its web platform as the
team of pentalog’s is to maintain as
well as develop some new features of
the web platform so that more members
are attracted.
 Another weakness is that it do not have
any overseas partner which can add
new features quickly to CMS and also
connect to the third party airline and

business of Voyage Prive. hotel partners (Nabieva, 2021
Sayal, 2019).
Opportunities
 The company has an opportunity to
launch the services of it and breaking
the stereotypes of the travel service by
taking utmost car1e of the leisure
activities. Thus will help in attracting
more customers.
 The rapid increase in attracting the
target market, the organization can
increase its sales as it will use effective
digital marketing techniques to promote
its offering.
Threats
 One of the biggest threata for
organization is the competition in
market as there is rapid growth of
websites of similar nature which offers
services without even incurring
sufficient cost.
 Another threat is the rapid change in
the technology which may incur cost of
the company to deploy it in the
organization as Voyage Prive is
ecommerce based business which
requires adaptation of new technologies
to develop new features in its website
to attract customers.
Hence, from the above analysis, it can be said that the company can make effective
strategies of digital marketing in order to promote the French Guiana via its business so that its
goals are achieved.
Target Audience
It is the particular group which the company targets in order to achieve its objectives. By
identifying the target audience, the organization can place special emphasizes or focus on that
particular group so that its ultimate goal is achieved (MANUCHARYAN, 2021). As Voyage
Prive is planning to promote French Guiana with its website, it is important for it to target its
audience so that it ca attract them and achieve its marketing objectives.
With the help of STP model, the target audience for Voyage Prive is being identified
which is illustrated below-

Segmentation:
It is an important part of the marketing strategy and makes huge difference for the
organizations in the competitive marketplace such as ecommerce. It is basically a process of
breaking the entire population into the group which has common traits, characteristics and
features so that the company can target that segment of market. It is mainly of four types which
are discussed thereunder:
 Demographics: It is one of the straightforward way to define the customer group yet very
powerful as it is focuses on the identifiable non character traits like gender, age, income,
religion, etc.
 Psychographic: It is mainly focused on the interest and personality of the customers as it
segment the target audience on the basis of attributes and characteristics such as hobbies,
values, life goals, beliefs, etc.
 Geographic: It is one of the easiest methods to group the customers as it regards to the
physical location of the people. It segments the audience on the basis of country, state,
region or postal codes.
 Behavioural: It is the useful method for every ecommerce business. It groups the
customers on the basis of their spending habits, interaction with brand, purchasing habits,
loyalty towards brand, etc. (Talikoti, 2019)
Voyage Prive shall segment the customer on the basis of demographic and psychographic
segmentation of the demographic segmentation focuses grouping on the basis of age while
psychographic segmentation focuses on segmenting people who have spending habits.
Targeting:
It is the strategy of marketing which breaks the large market in small segment in order to
concentrate on the specific group of the customers within the audience. It mainly defines the
segment of the customers which is based on the unique and common characteristics and also
focuses on serving them solely. Voyage Prive will target the people who are above the age of 16
year and loves to explore different destinations at discounted prices.
Positioning:

It is mainly the ability of the company to influence the consumer perception. The aim of
this is to establish identity and image of the brand as it reveals the product so that the consumers
can perceive it in the certain manner. It mainly positions the brand or product or services of the
business in the minds of customers. Voyage Prive can position the business of it by product price
by providing the luxury travel services at discounted price to the members. It can also provide
innovative features in its website so that the customers can get enhanced services and features on
its website to avail service in easy and effective manner.
Hence, by way of STP model, Voyage Prive can target its audience so that it can be
successful in achieving its marketing objectives which is aimed to promote French Guiana to the
people. By targeting the audience, it can focus on them specifically which will help in enhancing
sales by attracting customers to French Guiana.
Channel Selection and Content Plan
The digital marketing is nowadays opening many windows of the opportunities to the
businesses in order to promote their organizations on wide range of channels of digital marketing
which includes websites, social media, emails and many others (Ribeiro and et. al., 2017). There
are different channels which may be opted by Voyage Prive in order to promote French Guiana
so that its objectives can be achieved. These are narrated thereunder:
 Content marketing: It is the important channel on digital medium for each of the
company which is operating nowadays. The content is workhorse for the communicating
as well as selling to the customers and prospects. Nowadays, the prospects are the one
who expect the blogs and website of organization to provide the copious amount of
content which can answer their queries and questions. For using this channel of
marketing, Voyage Prive can make sure that it creates such content which can serve the
needs of prospects and customers and understand the audience by creation of the detailed
buyer personas. Moreover the content of Voyage Prive must deliver the compelling call
to the action throughout the journey of customer so that it can get satisfaction by the
enhanced services. By using the content marketing, Voyage Prive can attract new
prospects together with engaging with the existing customers and boost the search engine
optimisation of the company.

 Social media marketing: The medium of social media has seen the rapid growth as it is
grown from being the mere digital channel for mainly socializing into one of the
powerful marketing tool for the businesses and brands. Every form of the social media ,
right from Facebook, Instagram to the LinkedIn and YouTube, large networks are being
built for companies which allows the users to bring interaction with each other,
participate in discussion, share opinions and even engaged in the real time. Nowadays,
businesses have leveraged the platform of social media to create the brand awareness for
their offering (Hastings, 2021). Voyage Prive can make use of the social media in order
to promote its business as it is highly used by the millennial which is its target audience
so it will be easy for the company to attract them by person to person engagement. By
making use of this channel, Voyage Prive can make its presence more accessible o the
people and keep the client in loop. It will also allow the organization to respond as well
as react to the relevant news so that the brand loyalty can be nurtured by relevant and
consistent presence.
Content plan
The content strategy is the one which takes the goals of the business and uses the content
as the primary means to accomplish it. In an essence, the good content strategy is the foundation
of attracting the stages in the journey of buyers, together with attracting the new prospects as it
also uses the content strategy for enhancing the sales and the overall customer satisfaction. In
order to create the effective content plan, it is important for Voyage Prive to take care of the
following points before preparing the one so that it can bring effective content plan. These
include the following-
 Who shall be reading the content which is concerned with the target audience and use of
the variety of the content channels and types which will help in delivering the content of
every type of audience and also engage each in the company which does business with it.
For Voyage Prive, it is its travel audience.
 What is the problem being solved by it for the audience which is concerned with the
content which will educate and coach the audience by the problem as it will identify and
also address it.

 What makes the business unique wherein the business must have something unique from
that of the competitors so that the customers are attracted. This is where the content will
come from for Voyage Prive.
 What channel will be used to publish the content for business and how the content
publication and creation will be managed (McCorkle and Payan, 2017).
Social media plan
The following steps are taken in order to create the content plan, especially the social media-
 Define the goals: The foremost step is to identify and select the goal which will be
achieved by developing the content plan. Setting goals will help in creating such content
which can help in serving it. In this step, Voyage Prive can set its objective which is to
promote the French Guiana so that it can reach its target audience and enhance the sales
of company.
 Conduct the persona research: The next step involves defining the target audience of the
content which is also called as buyer person. It is an important step as it helps in creating
the valuable and relevant content which will help in converting it into the lead. Voyage
Prive has its target audience which are millennial who have loves to explore the world.
 Run content audit: This step involves in reviewing the contents of the company and
venturing out of it and trying to produce the other types of content pieces so that the
organization can select which one it wants to make. It can also use various tools such as
Sprout’s report builder and many others to take the holistic view of how the social media
content is performing. Voyage Prive can make is various audit tools so that it can identify
which content of it is currently fostering its business and which is not so that further
content is prepared, keeping in mind the most effective one.
 Plan the social content: Once the goals are set, target audience are defined and content
audit is done, now the next step involves planning the effective content for social media
so that best content is brought to customers so that they are attracted (Hsu and Liu, 2017).
In this, Voyage Prive will plan its new social media content on platforms such as
Instagram, twitter, etc. which will help to promote French Guiana so that more and more
visitors are attracted to it and sales of company is increased.

 Build the content calendar: Once the business has got to know as to what content is
performing best and what the primary goal is, now it is time to build the calendar of
social media content which will provide the approach of big picture to the planning of
social media. It is aimed to visualize the idea and organize the strategy so that it can
easier to make its execution.
 Promote and distribute content: Planning and creating the content is easy but to identify
the ways in which it can reach large audience is difficult so that the content is distributed
widely. The good distribution strategy will give Voyage Prive an effective way to attract
more people as it will involve sharing the content widely.
 Measure the result: It is the final step wherein the plan is measured by using various
metrics such as ROI wherein referral and conversions are used, awareness which involves
how many people saw the content engagement which involves the number of comments,
reactions and clocks on content so that Voyage Prive can tweak and also optimise the
plan over time.
Content marketing plan
It involves following steps which can be used by Voyage Prive to create its content.
These are discussed below-
 Setting aims and goals: This step involves defining the goals for which the content
marketing plan is created so that Voyage Prive can focus on it while creating plan.
 Identifying target market: This step engages the company to identify its target audience
so that it can focus on it while preparing any content so that it can make as per their
needs. Voyage Prive can identify its audience which are millennial who wants to explore
world, especially French Guiana.
 Content audit: This involves conducting the audit of previous content and identifying
the best from all which is being successful so that Voyage Prive can make use of it
further or make improvement in it with changing time and needs (Ahuja and Loura,
2018).
 Choosing content management system: It involves gaving the system which can create,
manage and also track the content. Voyage Prive can make CMS which include content
analytics., content publication, etc.

 Brainstorm content ideas: This step involves using various tools to come up with ideas
for the content project. Voyage Prive can make use of many tools such as HubSpots, or
arrange the team which can prepare creative content for company so that it can promote
French Guiana.
 Determining type of content to be created: This involves choosing the type of popular
format of content which marketers of Voyage Prive can use to create the content so that
Voyage Prive can promote French Guiana.
 Publishing and managing the content: It involves making the publishing the content
and tracking it in well balanced manner so that the content is managed properly by
Voyage Prive. It can make use of many tools such as benchmarking in order to keep track
of its content plan.
Measurement, Data and Analytics
For identifying the performance of marketing campaign by social media and content
strategy, Voyage Prive can measure it by using following techniques-
 Click through rate: It involves identifying the number of users have clicked the targeted
URL in order to view the content. It will help Voyage Prive in identifying the users by
dividing number of clocks by number of impressions.
 Website traffic and conversion: Voyage Prive may measure its performing by
identifying the website traffic and the conversion from it so that the effectiveness of
social media and content plan is seen.
 Analysis of the impression and reach: It is also a tool which is used to make
identification of the performance as well as approach for measuring progress of
marketing campaign which is organized by Voyage Prive for promoting French Guiana.
The company will identify the people to whom the content is reached and see how many
have created impression on it so that the it can gain some new followers (Ramos and et.
al., 2017).

CONCLUSION
It is conclude from this report that digital marketing is an essential method to promote the
offering of business. As Voyage Prive is planning to promote French Guiana on its private site so
it is preparing the digital marketing strategy so that it can enhance its sales and market reach. The
target audiences of company are millennial who wants to explore French Guiana. There are
different kinds of digital marketing content which may be used by which includes social media,
content marketing, etc. so that it can reach large audience in short span of time. For preparing the
plan for the marketing, there are many tools which can be used by it in order to measure the
performance of plan which include website traffic, click through rates, etc. so that it can keep eye
on the plan and make improvement as and when needed.