EXERCICE 2 :
DIGITAL IQ
Digital Intellectual
Quotient can be understood as the capacity for a company to use broadly and
coherently the whole range of new digital technologies in order to enhance its
relationship with its customers.
In other words, the aim is
to integrate new tools in the strategy of a company, giving thus the
possibility to interact more with customers and finally to create value out of
it.
v
What is the
relationship between Digital IQ and revenue growth?
There is a
positive relationship between the digital IQ and the growth in revenue per
available room. Indeed an efficient use of digital IQ increases the sales and
the quality of the service given to the client.
But most of
all, a client booking its room on the hotel’s mobile app or website is preferred
from one booking thanks to an OTA. OTA are expensive and hotels want to attract
clients without the OTAs help in order to not pay them fees.
v What does
Digital IQ measure, why is it important to the hotel industry?
Digital IQ uses
mobiles, sites, social media and digital marketing. The use of those digital
medium is very important to the hotel industry because most of the clients and
potential clients book there rooms through internet or mobile app nowadays. If
the hotel is not visible on internet, if the web site is difficult to use or if
there are bad comments on it, very few clients will book a room. Moreover hotel
industry is a services industry. Hotels need to create a real relationship
between them and the clients.
v
List 2
hotels/hotel companies in the top 10 of L2’s digital IQ. Compare +
explain the differences in the digital tactics used by the 2 examples you have
selected.
Four seasons
vs Hilton
Four seasons
and Hilton use both very well social media. Four seasons is the best on Twitter
but Hilton is the best on Facebook. Both companies have an efficient use of
social media but on different ones.
Websites:
Four season plays on the emotion: Beautiful photos, travels, discover. Hilton
web page is more rational/ corporate: lines, blue, locations, and brochure.
Digital
marketing: both websites are the first results on google.com, which means they
are using every tool to have a high organic ranking but also pay fees to be advertised.
Hotels are present on OTAs. You can see a lot of press release from newspapers
about Hilton.
Mobile: both
have apps.
EXERCICE 3 : CUSTOMER DISCOVERY PATH
EXERCICE 4 : SoLoMo
SoLoMo, short for Social-Local-Mobile, refers to a
more mobile-centric version of the addition of local entries to search engine
results. SoLoMo emerged as a result of the growing popularity of smartphones,
and provides greater local precision to search engine results than what's
available via a PC.
v
Why is SoLoMo
an innovative marketing approach?
SoLoMo is an innovative marketing approach because it
takes advantages of new technologies and of the facts that people are today
addicted to those technologies. People are always connected: computer,
tablettes, and phones. And they always have their phones with them.
They are also addicted to social media and want to
share their life with everybody. Social media is a revolution for marketing. It
allows active companies of social media to collect a lot of information about
trends and what their target like.
v
What 5
elements are needed for a successful SoLoMo - feel free to add more*
o To be part of a community for the client
o To be easy to use for the client and
convenient
o Consumer engagement (no more than 2
clicks)
o Award or real incentive to use it as client,
benefits for the customer
o Be interactive
o Innovative
o Benefits for the company
EXERCICE 5 :
NEW SEO
v
What is the
new - you heard it here first - definition of SEO
Search engine optimization is the process of affecting
the visibility of a website or a web page.
In general, the higher ranked on the search results
page, and more frequently a site appears in the search results list, the more
visitors it will receive from the search engine's users.
SEO may target different kinds of search, including
image search, local search, video search, academic search, news search and
industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how
search engines work, what people search for, the actual search terms or
keywords typed into search engines and which search engines are preferred by
their targeted audience.
Optimizing a website may involve editing its content
and associated coding to both increase its relevance to specific keywords and
to remove barriers to the indexing activities of search engines. Promoting a
site to increase the number of backlinks, or inbound links, is another SEO
tactic.
v
How does it
relate to customer discovery path
They the customer is
searching just information related to a country, a city or a tourism activities
he is using key words. The aim of SEO is to identify which are those key words
in order to improve a company’s rank using those same key words. Indeed if the
customer was looking for a similar product or for something different the
company’s name will appears and appears. Viewing again and again information
related to the product and the company the customer will be curious of the
product, search more information and may buy it.
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