Exam Digital Marketing
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Transcript of Exam Digital Marketing
Question 5
-‐ Social media : it is a kind of online media where people can open any conversation. These conversation can be delivered to any person who access to the page. However, readers can change the content of the conversation.
-‐ Scoial commerce: it is related to social media. it supports social
interaction and user contributions, to assist in the online buying and selling of products and services.
-‐ Tweet : is the message of status on Twitter. It is taxt-‐based post, allows up to 140 characters. It is publised on the home page (profile) of Twitter
-‐ Rzte parity : if a hotel sells rooms via different online booking such as booking.com, hotels.com, etc., rates must be mostly same for all of the sites.
-‐ Location based services: this is a function of mobile phone. It helps people can know some geographical positions that they want. For example, if I am on the street and I want to find the nearest KFC around, I can search on iphone with google map.
Question 3 Key elements of online brand
-‐ Do not speak as a press released, i twill make the reader get bored. -‐ Share small things (pictures) on the page. Do not think about « big »
things. People are interested in something that they can find in their daily life.
-‐ Read feed back , comments on each page. Answer as much as possible -‐ Reply to customer by @name on twitter. These comments will be
appeared on their page. -‐ Like and retwit content will be shared to more people. -‐ Private email on each page : we can discuss and question about products. -‐ Dont buy user views : let people speak about the products.
Example 1 : Hotel Lutetia Paris On facebook, it publishes a lot of up to date photo so people can easily follow.
They annswer almost the posts and comments of clients. So they really build freindly contacts with readers/clients through their replies.
Example 2 : Le Meurice Paris Answer to readers’ comments. Like comments of readers.
Put a lot of interesting pictures.
Question 1 : The most important resolution that has impact on the hotel is Regularly post new content.
• Why do you feel this particular Resolution is most important – for what types of hotels
This is important because readers can follow what is going on with the hotels/or the business which they want to get information about. It is easily understandable. For instance, we want to book a hotel A for honeymoon. We get
on the facebook to find more information and comments about the hotel because we want to make sure that we must have a nice stay. When we find the facebook page of the hotel has the lastest news of some months or some years ago, we definitely will set the hotel asde. People get on the internet because they want to find information that they can not approach physically or they want to see how other people discuss about something. Therefore, update the new content is very important. People can know how the business is. This resolution is firstly necessary for grand hotels or luxury hotels. Clients of these hotels want to have a lot of information about expensive services that they use. Therefore, updating new content helps readers know how the business is, which success that they have gained in the market.
• What additional actions would give that Resolution even greater impact – drive more impressive results
Except posting new content, and monitoring reader’s online view times, there are some additional actions that should be taken into account.
-‐ The contents must be clear, easy for people to follow. The feeds (articles from some online news papers) can be posted but it is better that the managers write some ideas, thoughts about the feeds. It will make the readers feel close to the conversations.
-‐ Updated photos and video would be good. Readers are often impressive about these first and then they will read articles.
-‐ Post the attractive promotions at the time there are the most people get online.
• Research 3 examples of hotels (or other businesses) that are successfully
executing this Resolution online
3 hotels that are successfully executing this Resolution: Hotel Lutetcia, Hotel Le Meurice, Hotel Concorde la Fayette.
Hotel Lutetica: The lastest news is updated today for 2 times.
Hotel Le Meurice had new content feed yesterday.
Hotel Concorde La Fayette: Update new feed today.
Heighten “like” or post comment “like/thank you” to encourage readers Question 2
• What role does technology play in a hotel's internet strategy success? -‐ It make clients and the hotels go on pages through internet and discuss
what the hotels should do to improve the business. -‐ Through technology, hotels can sell rooms online. -‐ Clients can feel being well treated by replies of the hotels on their
comments through facebook, twitter: For example, “like” , “retweet”
-‐ Technology: create quiz, votes for clients à hotels can figure out different demands, segments, etc.
• If you are an independent, limited budget hotel (or business) what steps
would you take to compete effectively online?
As a small hotel with limited budget, I think that it is better if we can use as many free social media page as possible. We have to maximize the benefits of free social page, especially facebook, twitter. Person who is responsible for this task must update the news everyday on each page. There are some main steps that can make the hotel have effective competition online Steps Example/ action Update news of the hotel on the pages everyday Get closed to clients through conversation Opened questions for readers Trivia Promotion Customer the page
Decorate restaurant, reception “like” (facebook), “retweet” (twitter) on readers’comments. “we are decorating the reception, which style do you like” Quiz about some facts/news of the hotel. Discount rate for people who visit the page the most, etc. Fresh content, not deliver “press released”
• Research 2 hotels or businesses that are creatively reaching customers,
without expending large resources – as the large chains are capable of doing.
The first business that I’ve know is a bakery in my country (Vietnam) .It is a small family business so it really does not have big capital and budget for advertising on television or newspaper. The owner is very young. It is quite new. It was just opened last year but the success it gains through advertising on Internet is amazing.
Ø Have a big amount of readers after just nearly 2 years opening. Not buying viewers.
Ø Update photos and news everyday, or many times a day.
Ø Reply to readers frequently
Ø Post recruitment
Or we can have Boulangerie de Grenoble which is a small bakery too. it begins to use facebook within limited budget.
Reply to customers
Update feeds
Question 4
From the Build Your Own Brand video series – choose any 2 online tools that were mentioned:
• Include a text link to each tool
Email ( gmail) www.gmail.com
Blogspot
• Describe how a hotel could use these tools to effectively engage their customers
-Email: Email seems to be more useful and attractive to some people more than facebook and twitter. When we get into some page and we want to receive their information, we can put our email address and send it to the providers. For the hotels, it is every important because they mostly with emails. For instance, selling rooms on the OTA, the hotel will receive the reservation details by email, clients demand reservation through telephone à the hotels still have to ask confirmation by email, working with partners requires emails, etc. If the hotel generate the information well, emails can be the best for their job because they can receive what they want in details.
- Blogspot: blog is never out of date even if there are facebook and twitter now. Blogging helps the hotels get deeper in the contents that they want to share to readers. This is also a good way to advertise the hotel. The hotels only need to spend time on blogging and they can get the audience participate to discuss with them.
• What actions would be needed to put the tools in place, in a hotel?
-‐ Emails: the hotels must create more than one (but not many) email addresses. If the hotel have a lot of email addresses, people do not know which one they can contact. By this way, they can generate and arrange information in order. To avoid spam, the hotels must select carefully what information that they want to receive. It can make email better than facebook or twitter if the information can be received and arranged in order.
-‐ Blogspot: The hotel must hire some people who are responsible for blogging. They must understand the hotels clearly so that they can create discussion on blogspot. Blogging needs deep information. Therefore, it should be very careful when blogging. The discussions must not bring to hard arguments among bloggers and readers. The task of the hotel are to show up the services, and to analyse the facts around their products.
• How could the selected tools be utilized across channels
These tools may be used through many different digital marketing media channels, such as:
Ø Cell phone : nowadays, through smartphones (or some normal mobile phones) user scan go online and access email directly. More than that, in smartphones, there is pushed emails that allows users to send/receive emails. For Blogs, blogs also create version for mobile phones, people can compose blogs, post comments everywhere. They just need 3G or wifi.
Ø Really Simple Syndication (RSS) feeds: On blog, people can post RSS feeds of any newspapers which they want to receive updated news and information.
Ø Video E-‐mails: this is a new function of email. People can record a short video and send it via email. It helps receivers get exact contents and feel closers in conversations with senders.
Ø Websites : almost the website put email addresses in contact information. By this way, people can click on given addresses and send it directly to the business. People who use blogs can post/advertise their articles by simply post their link or connect with other websites such as facebook, twitter.
• What problems would the use of the selected tools solve
-‐ Email: Email helps delivering information quickly among users. It is private among them so users can compose anything they want. Unlike mails, emails can help people reply/forward/resend the older emails. For instance, when we reply to the older emails, receiver can see what was written in the last ones. It is easy for people to follow conversations. Email also helps business being contacted anyway, anywhere. When a business find something good for its products/services, it can leave email address and it will receive more information from that company.
-‐ -‐ Blogspot: Small business want to advertise their products but using media and
newspaper costs a lot of money. It can use blogspot to advertise freely. Information delivered to readers/clients are clear, deep, attractive. It also help business understand the segmentations and also what customers think about the products and market.
• What problems would the selected tools create
-‐ Email: Firstly, emails can create spams. The business can receive tons of information that they do not want. And most of them can bring virus to the account and also computers/ systems. However, this problem can be avoided by selecting carefully which kind of information the business want to receive.
-‐ Blogspot. The arguments among bloggers on particular subjects can make the business become disaster. Blog is where people can explain their opinion freely. Therefore, any mistake on blogs can bring bad influence on the business in real life.
• Why did you selected these specific tools
These tools are used everyday in life. Email becomes necessary for any business. Nowadays, without emails, the business can not survive. It deliver contents quickly and privately. Blogspot is a kind of advertisement without paying money. Plus, it can help readers get into the details of products and services easily. People who are interested in the products can find blog useful because they can
exchange opinions. The other ones can find a lot of information of the products without or before approaching them so that they can have more confidence of using it.