EXERCICE 1 – PART 1
OTAS It is an Online Travel Agency (OTA) that  proposes to book online These websites give the possibility to compare  s...
   In the following picture we have an example of    OTA research for the Hilton Tokyo in Japan.
SEO (SEARCH ENGINEOPTIMIZATION) AND SEM (SEARCHENGINE MARKETING)SEO                                SEM   Includes activit...
   Example: The following image depicts where the    SEO and SEM results appear in the Search    Engine Result Pages for ...
INTERACTIVE CAMPAIGNS It consists in create an interaction between the  brand and the consumer. Companies harnessed the ...
   Example: For the iPhone’s promotion, T-Mobile, a    german mobile operator offers the possibility to    people to play...
DIRECT BOOKING   This process appears when a customer purchases    a trip with a supplier, especially a cruise line or a ...
   Example: The website Hilton Worldwide    proposes to the guests to book directly a room in    the site.
   Example: The website Hilton Worldwide    proposes to the guests to book directly a room in    the site.
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Exercice 1 – part 1

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Exercice 1 – part 1

  1. 1. EXERCICE 1 – PART 1
  2. 2. OTAS It is an Online Travel Agency (OTA) that proposes to book online These websites give the possibility to compare several offers for hotels, rent of car, flights... Examples: Expedia.com,Orbitz,Opodo,Venere…
  3. 3.  In the following picture we have an example of OTA research for the Hilton Tokyo in Japan.
  4. 4. SEO (SEARCH ENGINEOPTIMIZATION) AND SEM (SEARCHENGINE MARKETING)SEO SEM Includes activities aimed  Includes all activities at increase the visibility aimed at reinforce the of a website on search visibility of a site from engines, in the the web. natural/organic results.  No longer limited strictly These activities consist to the search engines, of: but is open to social  SEO Onpage (on site): networks. tree view, content encoding.  SEO Offpage (off-site): netlinking, linkbaiting,
  5. 5.  Example: The following image depicts where the SEO and SEM results appear in the Search Engine Result Pages for “temporary storage building”.
  6. 6. INTERACTIVE CAMPAIGNS It consists in create an interaction between the brand and the consumer. Companies harnessed the power of social media and took it out into the real world, with brilliant results. It is a perfect marketing strategy to relate to consumers on a human level by meeting them in person. Sometimes a small gift is offered .
  7. 7.  Example: For the iPhone’s promotion, T-Mobile, a german mobile operator offers the possibility to people to play at Angry Birds in the real life. Amazing!
  8. 8. DIRECT BOOKING This process appears when a customer purchases a trip with a supplier, especially a cruise line or a hotel, without the involvement of a travel agent like Opodo, Booking.com… The booking is direct, made on the official website of the brand.
  9. 9.  Example: The website Hilton Worldwide proposes to the guests to book directly a room in the site.
  10. 10.  Example: The website Hilton Worldwide proposes to the guests to book directly a room in the site.

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