Exercice 2
What is the
relationship between Digital IQ and revenue growth?
There is a strong
correlation between Revenue growth result and digital IQ . thanks to the
increased influence of the internet, companies has developed a strong digital
presence on mobile, social medias website and other marketing tools online. Now
a brand can reach directly their customers and interact easier with them. So
the integration technology into the way a company plans, innovate and interact
with custumers create automatically value and is benefit for business and
revenue growth. Revenue growth is one of the direct result of Digital IQ.
· What does Digital IQ measure, why is it important to
the hotel industry?
Digital IQ is an assessment of
how well companies understand the value of technology and weave it into the
fabric of their organization. It measures the digital competency of a brand
across four dimensions: website, digital marketing ( search engine
optimization, email marketing and display), social media (facebook, twitter and
youtube) and Mobile (compatibility and applications).
Having a high digital IQ
in hotel industry is actually a requirement for successfully completing in the
market place of today where competition is very high. it's also about
delivering a strong and measurable return on investment by improving the brand
image and reputation, offering a ultra-personalized service and enhancing
the customer engagement.
- 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 and Inter-continental are two hotels of
the top 10 of L2’s Digital IQ.
On one hand, Four
Seasons, has capitalized on its reputation for delivering highly personalized
services that anticipates guest needs by launching a “have family will Travel”
blog featuring rich media, tips, stories and other tales from writers who have
traveled the globe. Four seasons has done a terrific job of unifying its web
presence by incorporating the blog into landing tab on its facebook page.
On the other hand,
Inter-Continental Hotel& Resorts prove its digital leadearship by
allowing guests to explore the area around their hotel and look at sample
itinerarie through a variety of virtual, online services. In addition, each
property’s oncierge has recorded videos on the subject that can be easily
shared by email or downloaded.
Exercice3
Exercice 4
Why is SoLoMo an
innovative marketing approach?
Solomo is a very innovative
approach because it allow to a company to communicate faster with it audience. It
attractiveness is due to a mix combining real and virtual experiments. Because
of its social local and mobile dimensions it offers an exciting new cross media
strategies.
What 5 elements
are needed for a successful SoLoMo - feel free to add more
Keep it simple
Start with the audience not the technology
Sharing must be about audience benefit
Add value through utility
Build relationships not spectacle
Integration: seamless, collaborative online and offline experiences
Notification: alert customers of offers, opportunities, new product
Traffic: relentlessly seek
opportunities to improve store traffic
Education: inform shoppers about products, feature programs
Relationships: engage, entertain and add value to bring them back
Access: be available
when, where , how on the device they prefer ( mobile, tablets..)
Community: identify and embrace local influencers and advocates to build networks
Transactions: arm each channel with conversation tools
Definition of new SEO:
In order to get a better referencement, brand use now the new generation of SEO which is much more social. This new SEO reference and take into account comments leaves on social network in order to offer the best results for a topic research. In a some way, it measures the buzz on social medias.
link with customer path?
It is linked to customer path because it engage the consumer and and multiply the chance to interact with customer.
In order to get a better referencement, brand use now the new generation of SEO which is much more social. This new SEO reference and take into account comments leaves on social network in order to offer the best results for a topic research. In a some way, it measures the buzz on social medias.
link with customer path?
It is linked to customer path because it engage the consumer and and multiply the chance to interact with customer.
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