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.