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Final exam exercie 1


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  • 1. *Last Moment Booking Apps How it is different than Examples: traditional?- Hotel Tonight- Very Last Room - Fact to be an application and not a traditional booking Last minute deals available for the day by day noon website Up to 70% discount - no more market easier, very quick and cheaper segmentation Brand portal also available on Mobile Phones - No statistics for revenue managersWhat is it and how does it work?For clients:- Hotel booking application for mobiles- Last minute deals available on the d-day by noon- DiscountFor hoteliers:- New distribution channel- Possibility to sell last minute rooms- Growth of the revenue - Commission payable to the application- Occupancy rate increase - selling distressed inventory- Reduce average daily rate -
  • 2. Hotel Tonight
  • 3. * SEMSearch engine marketing (SEM) is a form of internet marketing that involves the promotion ofwebsites by increasing their visibility in search engine results pages (SERPs) throughoptimization (both on-page and off-page) as well as through advertising (paid placements,contextual advertising, and paid inclusions).Depending on the context, SEM can be anumbrella term for various means of marketing a website including search engine optimization(SEO), which adjusts or rewrites website content to achieve a higher ranking in search engineresults pages, or it may contrast with pay per click (PPC), focusing on only paid component.
  • 4. * SEOSearch engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engines"natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), andmore frequently a site appears in the search results list, the more visitors it will receive from the search engines users.SEO may target different kinds of search, including image search, local search, video search, academic search, newssearch and industry-specific vertical search engines.As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual searchterms or keywords typed into search engines and which search engines are preferred by their targeted audience.Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance tospecific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase thenumber of backlinks, or inbound links, is another SEO tactic.The plural of the abbreviation SEO can refer to "search engine optimizers," those who provide SEO service.SEO: Search Engine OptimizationSet of techniques and methods aimed at improving the ranking of a website in the research that are made by Google...natural SEO.Now, clicks are concentrated on the first 3 results of the engines. Therefore, now aim up and over the long term to tryand capture the attention of Internet users.Today the SEO has become an indispensable tool for all companies.In addition, customer turns to this new communication tool to inquire, make purchases online etc... It is thereforenecessary to be in line with their expectations and above all to have a presence online. The SEO is at the image of thereal world.
  • 5. * SEO
  • 6. * Interactive CampaignsWith so many social media channels, it’s easy for your social media campaign to get lost amidst the flood of marketing.So, what distinguishes a good social media campaign from an awesome one? One way to make your social mediacampaign stand out is to make it interactive. Give the consumer an active role in your campaign’s implementation,beyond simply retweeting or “liking” your Facebook status. Here are some examples of the best interactive social mediacampaigns:For example: OfficeMax: Elf YourselfDuring the Holiday season of 2006, OfficeMax created the popular “Elf Yourself” campaign. The campaign allowedanyone to upload pictures of themselves, their friends or family to be transformed into an animation of dancing elves.The application took the faces from the user’s pictures and placed them onto the body of an elf, after which the elvesperformed a dance to a familiar Holiday tune. OfficeMax integrated the campaign into the e-commerce section of itswebsite, allowing customers to share their animation via email.What’s the connection between dancing elves and office supplies? There isn’t one, really. But the campaign went viral.It drove tons of traffic to the OfficeMax website and infinitely improved the company’s brand image. The campaign wasso successful that they have used it every year since, making improvements to account for innovations in social media.Now you can share your elf animation on Facebook and Twitter, and you can even buy elf merchandise featuringsnapshots of your animation. Check out this snapshot from an Elf Yourself of the Lab42 team:McDonalds: Pick ‘n’ Play BillboardIn Sweden, McDonlads created an interactive billboard to catch passers by and bring them into the store. Rather thanrequiring people to download an app, their smartphones instantly detected a signal from the billboard and directedthem to a website. They were then asked to choose their favorite McDonalds goodie and play a game using theirphones which they could follow on the billboard. If they were able to play the game for 30 minutes without losing, theyinstantly got a coupon on their phone for their designated goodie. Very usefull to make buzz To promote a new product To talk about the brand also m&m’s campaigns find red !
  • 7. Here’s a great interactive outdoor campaign from DDB Stockholm for McDonalds. Pick N’ Play offers the user a fun and interactive challenge where they can play for their favourite McDonald’s treat. Using a large interactive billboard users can control the game via their mobile phones enabling interaction with the billboard. By using the latest technology the smartphone’s geo location verifies that the user is in the game area, therefore there is no app download required in order to participate. Players choose their treats and if they last for more than 30 seconds they win a coupon, earning them free fast food at a nearby McDonalds. This digital coupon is automatically sent to the users phone along with instructions on how to claimExamples Interactive Campaigns: their McDonald’s treat at their nearest store.u0ij9D5S4Y We love the simplicity of this idea, nice work DDB. It’s great to see a campaign that combines clever digital execution with a fun and interactive idea while also driving customers in store to redeem an instant win prize. We’re looking forward to seeing what’s coming next from the guys at DDB.
  • 8. * Customer EngagementCustomer engagement (CE) refers to the engagement of customers with one another, with a company or a brand.The initiative for engagement can be either consumer- or company-led and the medium of engagement can be onor offline.Unlike marketing terms such as positioning, customer engagement has not been traced to a single source.Customer engagement has been discussed widely online; hundreds of pages have been written, published, readand commented upon. Numerous high-profile conferences, seminars and roundtables have either had CE as aprimary theme or included papers on the topic.Customer engagement marketing places conversions into a longer term, more strategic context and is premisedon the understanding that a simple focus on maximising conversions can, in some circumstances, decrease thelikelihood of repeat conversions. CE aims at long-term engagement, encouraging customer loyalty and advocacythrough word-of-mouth.Online customer engagement refers to:A social phenomenon enabled by the wide adoption of the internet in the late 1990s and taking off with thetechnical developments in connection speed (broadband) in the decade that followed. Online CE is qualitativelydifferent from the engagement of consumers offline.The behaviour of customers that engage in online communities revolving, directly or indirectly, around productcategories (cycling, sailing) and other consumption topics. It details the process that leads to a customer’spositive engagement with the company or offering, as well as the behaviours associated with different degrees ofcustomer engagement.Marketing practices that aim to create, stimulate or influence CE behaviour. Although CE-marketing efforts mustbe consistent both online and offline, the internet is the basis of CE-marketing.(Eisenberg & Eisenberg2006:72,81)Metrics that measure the effectiveness of the marketing practices which seek to create, stimulate or influence CEbehaviour.
  • 9. "A focus on people means that we have to move beyond basic benefits of our products and services. We have to understand how using ourproducts or services changes the lives of customers."The best way to incorporate how you change customers lives into your business culture is to create customer personas. Personas describethe physical, intellectual, emotional, aspirational, mundane, needs and more of your customers. These descriptions - based on observationand research - drive a consistent understanding of your customers throughout your entire organization.
  • 10. Question 2: What types of booking is Room Key?It is an Hotel Booking application “Search Hotels, Book direct and relax”It is an innovative searching and booking platform that offers customers the possibilityto find the perfect hotel and book a room online.Founded by a group of leading hotel companies: Hilton, Hyatt, IHG, Wyndham,Mariott.. How does it work?First of all, the customer have to choose a place, and then a date. Then he have toselect some criterias like: price range, star hotel, rating, distance from your place…After that, the customer can see all the hotels with location and the average price for anight, rank on Tripadvisor.Then, a table appears with the best available prices for the selected pzeriod of time todifferent room types.This program has been created in order to develop these hotels chain’s growth andincrease occupation rates. A lot of partnerships has been also created with hotelprofessionals. They also have low commissions that very interesting for them.When the booking is finalized, the customer is oriented directly to the hotel website.