Assessment Task No 2 THT2112 Digital Marketing for Tourism and Hospitality Tutorials- Tourism/Hospitality Website Audit Week 5 1 SUNNY Assessment Task No 2 Identify the purpose of the site Digital-Business and Digital-marketing Opportunities Lower Costs: Reach the right customers at a much lower cost than with traditional marketing methods. Trackable, Measurable Results: Obtain detailed data about customer responses to marketing campaigns. Global reach Access new markets across the globe. Personalization Connecting a database to a Web site allows for individually targeted offers. The more consumers and businesses buy, the better the data and more effective the marketing. One-to-one Marketing Gain instant access to individual customers on computers and mobile phones. More Interesting Campaigns Use creative multimedia content to engage customers. Better Conversion Rates (increased purchases) Online customers are only a few clicks from a purchase, whereas when offline they must make a phone call or visit a store. Twenty-four-hour Marketing: Allows 24/7 access to the firm’s products and services, even when the office is closed. Owned, Paid & Earned Media 2 SUNNY Assessment Task No 2 2. Web Business Model Different Forms of Online Presence Transactional E-Commerce Site Services-Orientated Relationship-Building Website Brand-Building Site Portal or Media Site Social Network or Community Site SUNNY Assessment Task No 2 Target Market for the Site Target Marketing Strategy Evaluation and selection of appropriate segments and the development of appropriate offers. 3.2 Build Personal Attributes into Personas 3.2.1 Demographic – age, sex, education, occupation and, for B2B, company size, position in buying unit; 3.2.2 Psychographic – goals, tasks, motivation; 3.2.3 Webographics – web experience (months), usage location (home or work), usage platform (dial-up, broadband), usage frequency, favorite sites. SUNNY Assessment Task No 2 Identify Behaviour in Response and Purchase Value Value = Benefits – Costs 5 SUNNY Assessment Task No 2 Dynamic Forces Internal Environment Resource Analysis Review of the technological, financial and human resources of an organisation and how they are utilised in business processes. Financial Resources Technology Infrastructure Resources Human Resources Structure Capability Analysis Level 0 No website or social presence. Level 1 Company places an entry in a directory website that lists company names and has reviews and photos such as Google My Business (www.google.com/business, previously known as Google+ Local and Google Places) to make people searching the web aware of the existence of the company or its products. Level 2 Simple static website created containing basic company contact and product information (sometimes referred to as brochureware). Level 3 Simple interactive site where users are able to search the site and make queries t.

1. Assessment Task No 2
THT2112 Digital Marketing for Tourism and Hospitality
Tutorials- Tourism/Hospitality Website Audit
Week 5
1
SUNNY
Assessment Task No 2
Identify the purpose of the site
Digital-Business and Digital-marketing Opportunities
Lower Costs: Reach the right customers at a much lower cost
than with traditional marketing methods.
Trackable, Measurable Results: Obtain detailed data about
customer responses to marketing campaigns.
Global reach

2. Access new markets across the globe.
Personalization
Connecting a database to a Web site allows for individually
targeted offers.
The more consumers and businesses buy, the better the data and
more effective the marketing.
One-to-one Marketing
Gain instant access to individual customers on computers and
mobile phones.
More Interesting Campaigns
Use creative multimedia content to engage customers.
Better Conversion Rates (increased purchases)
Online customers are only a few clicks from a purchase,
whereas when offline they must make a phone call or visit a
store.
Twenty-four-hour Marketing: Allows 24/7 access to the firm’s
products and services, even when the office is closed.
Owned, Paid & Earned Media
2
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Assessment Task No 2
2. Web Business Model
Different Forms of Online Presence

3. Transactional E-Commerce Site
Services-Orientated Relationship-Building Website
Brand-Building Site
Portal or Media Site
Social Network or Community Site
SUNNY
Assessment Task No 2
Target Market for the Site
Target Marketing Strategy
Evaluation and selection of appropriate segments and the
development of appropriate offers.
3.2 Build Personal Attributes into Personas
3.2.1 Demographic – age, sex, education, occupation and, for
B2B, company size, position in buying unit;
3.2.2 Psychographic – goals, tasks, motivation;
3.2.3 Webographics – web experience (months), usage location
(home or work), usage platform (dial-up, broadband), usage
frequency, favorite sites.

4. SUNNY
Assessment Task No 2
Identify Behaviour in Response and Purchase Value
Value = Benefits – Costs
5
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Assessment Task No 2
Dynamic Forces
Internal Environment
Resource Analysis
Review of the technological, financial and human resources of

5. an organisation and how they are utilised in business processes.
Financial Resources
Technology Infrastructure Resources
Human Resources
Structure
Capability Analysis Level 0
No website or social presence.
Level 1
Company places an entry in a directory website that lists
company names and has reviews and photos such as Google My
Business
(www.google.com/business, previously known as Google+
Local and Google Places) to make people searching the web
aware of the existence of the company or its products.
Level 2
Simple static website created containing basic company contact
and product information (sometimes referred to as
brochureware).
Level 3
Simple interactive site where users are able to search the site
and make queries to retrieve information such as product
availability and pricing.
Enquiries submitted by a form and transmitted by email will
also be supported.
Level 4
Interactive site supporting transactions with users.
If products can be sold direct then an electronic commerce or
online store option for online sales will be available.
Other functions might include user-generated content, social
sharing of blog or product pages or an interactive customer-
service helpdesk or Livechat.
Level 5
Fully interactive site and marketing automation providing
relationship marketing with individual customers and
facilitating the full range of marketing functions
relevant for the sector.

6. 6
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Assessment Task No 2
External Environment
Macro Environment
.

7. 7
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Assessment Task No 2
5.2.2 Micro Environment
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Assessment Task No 2
SWOT Analysis
Strengths
What advantages does your organization have?
What do you do better than anyone else?
What unique or lowest-cost resources can you draw upon that
others can't?

8. What do people in your market see as your strengths?
What factors mean that you "get the sale"?
What is your organization's Unique Selling Proposition(USP)?
Weaknesses
What could you improve?
What should you avoid?
What are people in your market likely to see as weaknesses?
What factors lose you sales?
Opportunities
What good opportunities can you spot?
What interesting trends are you aware of?
Useful opportunities can come from such things as:
Changes in technology and markets on both a broad and narrow
scale.
Changes in government policy related to your field.
Changes in social patterns, population profiles, lifestyle
changes, and so on.
Local events.
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Assessment Task No 2
Threats

9. What obstacles do you face?
What are your competitors doing?
Are quality standards or specifications for your job, products or
services changing?
Is changing technology threatening your position?
Do you have bad debt or cash-flow problems?
Could any of your weaknesses seriously threaten your business?
10
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Assessment Task No 2
6.7C’s of Customer Interface
6.1 7C’s of Customer Interface to 7P’s of Marketing Mix

10. The 7 PsThe 7 CsOrganisation FacingCustomer
FacingProduct=Customer/
ConsumerPrice=CostPlace=ConveniencePromotion=Communica
tionPeople=CaringProcesses=Co-ordinatedPhysical
Evidence=Confirmation
11
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Assessment Task No 2
WebQual
WEBQUAL considers 14 dimensions
Information Quality – the concern that information provided is
accurate, updated and appropriate.
Functional Fit to Task – the extent to which users believe that
the website meets their needs.
Tailored Communications – communications can be tailored to
meet the user’s needs.
Trust – secure communication and observance of information

11. privacy.
Response Time – time to get a response after a request or an
interaction with a website.
Ease of Understanding – easy to read and understand.
Intuitive Operations – easy to operate and navigate.
Visual Appeal – the aesthetics of the site.
Innovativeness – the creativity and uniqueness of the website.
Emotional Appeal – the emotional affect of using the website
and intensity of involvement.
Consistent Image – the website does not create dissonance for
the user by an image incompatible with that projected by the
firm through other media.
Online Completeness – allowing all or most necessary
transactions to be completed online (for example, purchasing
over the website).
Relative Advantage – equivalent to or better than other means
of interacting with the company.
Customer Service – the response to customer inquiries,
comments and feedback when such response requires more than
one interaction
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Assessment Task No 2
e-CRM, and the effectiveness of its online branding.
e-CRM Activities

12. Website and online social presences for customer development
Managing customer profile information and email list quality
E-mail and social networks to up-sell and cross sell
Data mining
Mass customization
Online service quality
Multichannel customer experience
8.2. Benefits of Using e-CRM to Support Customer Engagement
Targeting more cost-effectively.
Mass customisation of the marketing messages (and possibly the
product).
Increased depth and breadth of information and improve the
nature of relationship.
Deeper customer understanding and more relevant
communications can be delivered through a sense and respond
approach.
Lower cost.
Delivering loyalty programmes.
SUNNY