Assessment Task No 2THT2112 Digital Marketing for Tourism an.docxgalerussel59292
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.
Interactive Marketing ~ business development process (selling steps included!)Lynn Holley III
This is an ever evolving - but simple Business Development/SALES Process. The Process is utilized while creating business opportunities within the Interactive Media/Marketing Landscape (i.e. websites, web applications, internet marketing, social media, ETC. )
As you will see, it’s short - but informative! Also, be cognizant to the overlapping of certain content items throughout - only because several slides have variables that may touch each other @ different times during the Process because they’re ALL intertwined & coming from the same source – CENTERED Business Development Plan - to make it work!
Getting to What Matters: Driving Conversions Through B2B Content Personaliz...Demandbase
Many marketers spend time and money building personas so they can “speak” to B2B buyers. But too often, they use generic content that doesn’t deliver results. Target your top customers with personalized messages that drive engagement and convert leads. Leverage:
- Core principles of account-based marketing
- Best practices for onsite and offsite personalization
- Real life tactics from successful companies to drive growth
- Generate more revenue by personalizing for accounts that matter the most.
Assessment Task No 2THT2112 Digital Marketing for Tourism an.docxgalerussel59292
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.
Interactive Marketing ~ business development process (selling steps included!)Lynn Holley III
This is an ever evolving - but simple Business Development/SALES Process. The Process is utilized while creating business opportunities within the Interactive Media/Marketing Landscape (i.e. websites, web applications, internet marketing, social media, ETC. )
As you will see, it’s short - but informative! Also, be cognizant to the overlapping of certain content items throughout - only because several slides have variables that may touch each other @ different times during the Process because they’re ALL intertwined & coming from the same source – CENTERED Business Development Plan - to make it work!
Getting to What Matters: Driving Conversions Through B2B Content Personaliz...Demandbase
Many marketers spend time and money building personas so they can “speak” to B2B buyers. But too often, they use generic content that doesn’t deliver results. Target your top customers with personalized messages that drive engagement and convert leads. Leverage:
- Core principles of account-based marketing
- Best practices for onsite and offsite personalization
- Real life tactics from successful companies to drive growth
- Generate more revenue by personalizing for accounts that matter the most.
Tender Writer – Three Key Reasons Why Tenders Fail Red Tape Busters
As a tender writer there are many pitfalls to avoid in the tender writing process. The list of reasons why your tender fails to be successful is almost endless but if you understand the main reasons and avoid making some simple mistakes you can be a high quality tender writer like the ream at Red Tape Busters.
Sales lead generation has never been more important to marketers targeting construction decision makers, whether construction firms or building product manufacturers. This fact is reinforced by a recent Construction Marketing Association survey—2015 Construction Marketing Outlook—which ranked Lead Generation as one of the top priorities for next year.
So to understand where construction marketers are with lead generation—a baseline—we conducted another survey and share the results here, along with some checklists of key lead generation types, and an evaluation of the two largest lead services in the construction market—McGraw-Hill Dodge Reports and Construction Market Data. Finally, we identified several other construction lead sources that tend to specialize in regions, type of construction project or service offerings.
A recent (2015) survey about lead generation in construction conducted by the Construction Marketing Association via SurveyMonkey posed the following questions:
1. What lead generation techniques or sources do you use in marketing to the construction industry?
2. Which lead generation technique/source has shown the best results for your company?
3. Which lead generation technique/source has shown the worst results for your company?
4. Which lead generation technique/source do you foresee using more in the future?
5. What type of company are you?
Top tips for those starting to use marketing insight for business to business organisations. Learn where to start and find out about some of the new analytical tools available. Top Tips on getting better quality leads and generating more sales
2. The Plan For Our 5 Evenings
Date Topics Product
Tuesday, 11/6 Legal Forms of Business First section of
Methods of Going Into Business business plan
Wednesday, 11/7 Types of Plumbing Businesses Second section of
Analyzing the Competition business plan
Marketing, Part 1
Tuesday, 11/13 Estimating Income Spreadsheets
Startup & Operating Budgets
Depreciation & Taxes
Wednesday, 11/14 Sources of Funds Spreadsheets, Tax
Loans Form
Cash Budget
Tuesday, 11/20 Marketing, Part 2 Final Business
Accounting Statements Plan
3. Tonight’s Objectives
Understand the advantages and disadvantages of
types of plumbing businesses:
– Service
– New Construction
– Remodeling
Understand how to analyze the competition
– Using census data
– Planning a competitive advantage
Marketing, Part I
– Goals
– Social Media
4. Types of Plumbing Businesses
Service
New Construction
Remodeling
11. Competition
the effort of 2
or more
businesses to
win over the
same group of
people as
customers
12. Understanding the Competition
Who are your competitors?
How many miles away do you look?
Are there also indirect competitors?
Are some locations more in need of a
new plumbing business than others?
Where do you find information?
– Yellow Pages
– Census.gov
13. Analyzing Competition
What are the strengths and weaknesses
of each business?
– Price?
– Availability?
– Reputation?
– Location?
14. Study Your Competitors
Using this data, plan your strategy. Try
to compete against their weaknesses,
not their strengths.
Competitive Advantage
What are possible competitive
advantages for a plumbing business?
15. Marketing, Part 1 – Social Media
LinkedIn
Facebook
Web site
Web presence – What do people see
when they Google you?
16. Why LinkedIn?
Networking
Advertising
Other ideas?
LinkedIn Example
17. Why Facebook?
Networking
Advertising
Other ideas?
http://www.facebook.com/young.landscapes
Be very careful – don’t mix business with
– Politics
– Inappropriate activities
– Anything that might turn off a potential customer
18. Why a Web Page?
Advertising
Soliciting feedback, potential customers
Other ideas?
http://www.keiththeplumber.com/
http://www.rabyplumbing.net/
www.dennismwhiteplumbingandheating.com
(Tools – Web Developer – Page Source)
19. Creating a web presence:
Angie's List
BuildZoom
– Justin
– Jake
– Get some good reviews!!!
Licensed Plumber List
Customer's Web Site
Positive Non-plumbing Sites
21. Business Plan Assignment
Would you like to own a service, new construction, or
remodeling business? Why?
Who is your competition?
– Go to census.gov and find the number and size of similar
businesses in the area you plan to open your business.
– Go to the yellow pages and find similar businesses in your
area
– Describe your competitors’ strengths, and your planned
competitive advantage
Google yourself. Fix any problems you find.
Google your competitors. Copy things they did well.
Consider creating a LinkedIn if you don’t have one.
