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Exercice 3
Exercice 3
Exercice 3
Exercice 3
Exercice 3
Exercice 3
Exercice 3
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Exercice 3

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  • 1. Exercice 3: Customer discovery path Mini case study Cecilia FILIPPI – MBA 2B
  • 2. Possible customer discovery path• For a hotel, we can assume the following steps:• Word on mouth (Awareness)  Reviews and Media (Consideration)  Website (Purchase)  Community forum (Retention)  Blog and Social networks (Advocacy)
  • 3. Digital touch points for customer engagement Morgans hotel groupExploring the group website, we can find out many digital touch points:- Site: You have links and can visit any hotel worldwide belonging to this group from this hotel group website- Social medias: They are ubiquitous on this website: you have links towards various social medias website such as: Facebook, Twitter, Google +, Youtube, Pinterest, Instagram
  • 4. - Digital marketing:• Through another of their website called « Daily Inspirations » where you can subscribe or sign up on Tumblr• You have links towards the « Career » website showing you job opportunities or « career stories » in this group• You also have the link on the main page towards the « Back of House » page which is a kind of group magazine with cultural points or hotel events• Finally, you can get special offers from some selected hotels and earn some rewards or points afterwards.
  • 5. Likely customer discovery path• Public Relations (Awareness)  Online Ads (Awareness)  Blog (Consideration)  Website (Purchase)  Community forum (Retention)  Promotions, Blog and Social networks (Advocacy)
  • 6. Likely customer discovery path• Public Relations (Awareness)  Online Ads (Awareness)  Blog (Consideration)  Website (Purchase)  Community forum (Retention)  Promotions, Blog and Social networks (Advocacy)

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