VETBusiness Partnerships on Workbased learning and Apprenticeships VET
VET-Business Partnerships on Work-based learning and Apprenticeships VET 2 Business Curriculum: Digital Competences Module name: Digital Marketing in the Hospitality & Catering Sector Module code: VET 2 -DC 1 Unit name: What is Digital Marketing Unit code: DC. 1. 1. b Author: AKMI SA Project Number: 585211 -EPP-1 -2017 -1 -EL-EPPKA 3 -VET-APPREN
Aims and Objectives • The aim of this presentation is to introduce learners to what email marketing is and the importance of display advertising for the Hospitality & Catering sector. • The objectives of this presentation are to enable learners to select the best digital marketing tool, to highlight the importance of email marketing, to implement an email marketing strategy and to understand the importance of display advertising The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Learning outcomes • At the end of this presentation (or section), you will be able to: – Select the best digital marketing tool – Define what email marketing is – Identify the benefits of email marketing – Understand the concept of display advertising – Develop a display advertising campaign The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Table of contents • The importance of E-mail marketing – – – – What is e-mail marketing Why do you need an e-mail marketing Key points for e-mail marketing Types of e-mail marketing Advantages of e-mail marketing Disadvantages of e-mail marketing Measure your success • The importance of Display Advertising – The concept of Display Advertising – Measure your Display Advertising Campaign – Optimize your Display Advertising Campaign The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of E-mail marketing What is e-mail marketing Email marketing is the act of sending a commercial/advertising message, typically to a group of people, using email. Email marketing is the strategy of using electronic messages to promote products, inform customers, and encourage sales. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of E-mail marketing What is e-mail marketing • Indicative examples of e-mail marketing: 1. A hotel promoting a special summer discount 2. A beverage company encouraging people to download an application of online menu 3. A new leaflet with the new menu of a restaurant The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of E-mail marketing Why do you need an e-mail marketing? • It is a long term strategy to build a business brand (hotel/restaurant/travel agency) • If you are looking for a way to build a brand to attract easier customers in a cost-effective way, build up a mailing list. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of E-mail marketing Why do you need an e-mail marketing? As with any part of your digital marketing strategy, to get the most out of your e-mail marketing you need to define: 1. who you are targeting 2. why 3. what you want out of it 4. Do you want to generate more sales? The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of E-mail marketing Key points for e-mail marketing • Simplicity. The email body should be simple, this is the key to brilliance. • The main goal of an email marketing is the “click” to your website, services, product. • Do not use just a single image. • Adding GIFs is one of the latest trends. • Be consistent with “who” sends the emails. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of E-mail marketing Types of e-mail marketing • New Content Announcement e-mail. This email is used to describe and promote a particular marketing offer • Newsletter. Send a roundup of stories or articles published weekly or monthly. • Welcome email is commonly mentioned as transactional email. • Confirmation emails should be just short, clear and to informative • Form Submission Email (Thank you Email). Kind to send a kickback email. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of E-mail marketing Advantages of e-mail marketing • Shareable. This may help influence new customers to become followers of your brand. • Conversions and increased sales. If you have a new promotion people can click on links and follow your call-toaction immediately. • Measurable. You can evaluate the success of a campaign by using web analytics software. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of E-mail marketing Advantages of e-mail marketing • Cost- effective. There are no advertising fees, printing or media space costs. • Time-saving. Once you have developed a template you can reuse for numerous email campaigns. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of E-mail marketing Disadvantages of e-mail marketing • Spam. If your messages aren’t targeted to the right people, the recipient may delete your email or unsubscribe • Undelivered emails. Poorly designed emails may not get delivered. • Design problems. Your email must be designed so that it appears as it should across multiple devices and email providers. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of E-mail marketing Measure your success • How many people opened the email (commonly known as open-rate). Divide the number of opened emails by the total number sent out (x 100 for a percentage). • The conversion rate. • Bounce rate. An email is “hard bounce” due to inactive, closed or incorrect email addresses. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of Display Advertising The concept of Display Advertising • Internet has been widespread and influence people’s life, therefore online content became accessible to a large portion of the world's population. • Display advertising is advertising on websites, apps or social media similar to other types of advertising such as television ads, billboards and print ads • Display advertising uses banners, or other ad formats made of text, images, videos and audio in order to attract more attention. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of Display Advertising The concept of Display Advertising- 3 Basic Categories of Display Advertising • Site placement advertising: This is when a marketer/advertiser chooses the site they would like to advertise on • Contextual advertising. This is when you advertise your product or service on a website with similar content. • Remarketing advertising: These ads appear when a user has already been to your website. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of Display Advertising The concept of Display Advertising- Benefits of Display Advertising • A strong branding circle. Actually display advertising will be supplementary to your traditional marketing methods. • Cost effective advertising. Online display advertising could be cost-effective given that could be used for a short period of time. • Eye catching. The creative nature of display ads could be a significant tool to attract more customers. • Measurable. Display advertising offers the opportunity to get feedback for your ads. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of Display Advertising The concept of Display Advertising- Types of Display Advertising • Traditional. These ads are usually rectangular in shape, including text/images which link to another website. • In-line ads. These ads can be seen alongside a column in a website. • Pop-up ads. These ads are generated onscreen in a new browser when the visitor click a link The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of Display Advertising Measure your Display Advertising Campaign • Clicks. The amount of clicks a display ad received. • New visitors in your website. The number of new visitors who came to your site after your display advertising campaign. • Impressions. The number of times that visitors have seen your ad • Click through rate. Ratio between clicks per impressions • Conversion. The total number of conversions by a campaign. • Return on Investment (ROI). Analyze which is the net profit generated by your campaign. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of Display Advertising Optimize your Display Advertising Campaign • Publish your advertising in relevant websites with relevant content. • Be specific. • Identify the best keywords. • Retarget your viewers. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Synopsis • This presentation was about the e-mail marketing and display advertising, including the concept of e-mail marketing, its benefits and disadvantages, its importance and how you can measure its effectiveness. Also, it included the importance of display advertising, describing the concept, how you can measure its effectiveness and ways to optimize it. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Synopsis • Now that you finished watching it, you should be able to: – Define what e-mail marketing and display advertising are – Select the best tool for digital marketing – Implement an e-mail marketing strategy – Understand the concept of display advertising and its benefits The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
List of references • • • Aweber. The Ultimate Guide to E-mail Marketing. Internet http: //docs. aweberstatic. com/email-marketing-guides/ultimate-guide-to-email-marketing. pdf. {20/02/2019} Di. Silvestro Amanda. A beginner’s guide to Display Advertising. Internet https: //searchenginewatch. com/2018/02/14/a-beginners-guide-to-display-advertising/ . Feb. 14, 2018, {01/02/2019} Georgieva Magdalena. An Introduction to E-mail Marketing. Internet https: //cdn 2. hubspot. net/hub/53/file-13220888 pdf/docs/ebooks/an_introduction_to_email_marketing_final. pdf . {14/02/2019} Fahad Muhammad. What is Display Advertising. Internet https: //instapage. com/blog/displayadvertising. Aug. 31, 2018, {21/02/2019} Hussain Anum. 12 Different types of Marketing Email You Could Be Sending. Internet https: //blog. hubspot. com/blog/tabid/6307/bid/33987/11 -types-of-marketing-emails-youcould-be-sending-free-templates. aspx. May. 05, 2019, {28/02/2019} Jandal Husam. Display Advertising, The Billboards of the Web. Internet http: //www. wsimarketbuilders. com/whitepaperdisplayadvertising. pdf. {10/02/2019} The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
VET-Business Partnerships on Work-based learning and Apprenticeships Thank you for your attention! www. vet 2 business. eu @VET 2 Business @Vet 2 business. P Any copyright and Intellectual property laws must be respected and are the responsibility of the author. Project Number: 585211 -EPP-1 -2017 -1 -EL-EPPKA 3 -VET-APPREN
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