Digital Marketing for Tourism and Hospitality – Report Writing Assignment Help
This is an Individual Assignment. Students are to select any Tourism or Hospitality marketspaces to find an organization or enterprise that is engaging in significantly by interactive marketing activities over the web, conduct an audit of the site.
Students are required to present a report on their analysis.
You must have your market and organisation approved by Lecturer by week 4.
In your report on the website, you will:
Identify the purpose of the site and its web business model
Decide the target market for the site and any consumer behaviour issues of that target market
Consider the dynamic forces of the industry in which the organization operates,
Carefully analyse the site and critically evaluate it using 7Cs of customer interface, WebQual, ease of navigation and attractiveness of the site, how it builds traffic/ develops e-CRM, and the effectiveness of its online branding.
Examine internet marketing strategy of a given business and its relationship with business strategy
Profile a company’s current customer base and potential target markets as well as its competitors
Compare different elements of a company’s communication mix and justify the extent to which they should be supported or supplanted by digital and direct marketing methods.
Examine the influence of the internet on the marketing mix
Correctly reference literature review using the APA referencing style
Web Business Model
Transactional E-Commerce Site
Enables purchase of products online.
The main business contribution of the site is through sale of these products.
The sites also support the business by providing information for consumers whoc prefer to purchase products offline.
Services-Orientated Relationship-Building Website
Provides information to stimulate purchase and build relationships.
Products are not typically available for purchase online.
Information is provided through the website and e-newsletters to inform purchase decisions.
The main business contribution is through encouraging offline sales and generating enquiries or leads from potential customers.
Such sites also add value to existing customers by providing them with detailed information to help support them in their lives at work or at home.
2.1.3 Brand-Building Site
Provides an experience to support the brand. Products are not typically available for online purchase.
Their main focus is to support the brand by developing an online experience of the brand.
They are typical for low-value, high-volume fast-moving consumer goods (FMCG) brands for consumers.
Portal or Media Site
Provides information or news about a range of topics.
‘Portal’ refers to a gateway to information; it is not in common usage today.
This is information both on the site and through links to other sites.
Portals have a diversity of options for generating revenue including advertising, commission-based sales, sale of customer data (lists).
Social Network or Community Site
These sites or parts of sites focus on enabling community interactions between different consumers (C2C model).
Typical interactions include posting comments and replies to comments, sending messages, rating content and tagging content in particular categories.
Target Marketing Strategy
Evaluation and selection of appropriate segments and the development of appropriate offers.
Review of the technological, financial and human resources of an organisation and how they are utilised in business processes.
Technology Infrastructure Resources
No website or social presence.
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.
Simple static website created containing basic company contact and product information (sometimes referred to as brochureware).
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.
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.
• Fully interactive site and marketing automation providing relationship marketing with individual customers and facilitating the full range of marketing functions relevant for the sector.
Significant laws which control Digital Marketing
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?
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)?
What could you improve?
What should you avoid?
What are people in your market likely to see as weaknesses?
What factors lose you sales?
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.
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?
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