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 B-DC 1 Unit name: What is Digital Marketing Unit code: DC 1. 1 Author: XXX 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 the concept of digital marketing. • The objectives of this presentation is to familiarize learners with digital marketing, to highlights its main benefits, the basic strategies, the importance of a digital marketing strategy, the basic principles. 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: – know the concept of digital marketing – define what digital marketing is – understand the basic digital marketing principles – identify the benefits from the digital marketing – Distinguish the difference between digital and traditional marketing 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 • Digital Marketing vs Traditional Marketing – What is Digital Marketing – What is Traditional Marketing – Digital Marketing vs Traditional Marketing • Introduction to Digital Marketing – Concept of Digital Marketing – Key points of Digital Marketing – Benefits of Digital Marketing • Digital Marketing Strategy − Digital Marketing Strategies − Why do you need a Digital Marketing Strategy? − Principles of Digital Marketing Strategy 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
Digital Marketing vs Traditional Marketing What is Digital Marketing The rapid development of technology has caused many changes in the way that business promote their services to attract more customers. Within this context, Digital Marketing is described as the well-targeted, conversion-oriented, quantifiable and gfg interactive marketing of products and services that enterprises use to reach the viewers and transform them into customers and retain them. Digital Marketing is a projection of conventional marketing, its tools and its strategies, on Internet. 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
Digital Marketing vs Traditional Marketing What is traditional Marketing? Traditional marketing starts with the orientation of the enterprise around customer needs. A process of segmentation, targeting and positioning is used to develop a marketing strategy that meets customer needs. Communication is unidirectional in gfg traditional marketing, which means, an organization communicates about its services with its audiences. Medium of communication in traditional marketing is generally phone calls, emails, and letters. 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
Digital Marketing vs Traditional Marketing Digital Marketing Traditional Marketing Communication is bidirectional. Communication is unidirectional Medium of communication is social Medium of communication is media, e-mail, chat, website phone calls, letters, email gfg Through digital tools a social media Traditional campaign takes more campaign could be developed fast time for designing, preparing, implementing The content is available for the general public The content is available for the specific targeted audience Using analytics an enterprise could measure the effectiveness of its campaign It is difficult to measure the effectiveness of the campaign in traditional marketing 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
Introduction to Digital Marketing Concept of Digital Marketing • Internet has changed the traditional pathway of marketing • Digital marketing has opened new opportunities for enterprises • Various channels of digital marketing ü Email marketing gfg ü Pay per Click ü SEO ü Display Advertising ü Social Media ü Content Marketing 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
Introduction to Digital Marketing Concept of Digital Marketing • Internet has made the world more connected • Digital marketing combines advertising & marketing with technology • Digital marketing is related with e-commerce, due to the rapid increase of Internet • Digital Marketing requires: gfg üCreativity üOut of the box ideas üConstant planning üFlexibility üFollowing the trends üConstant research & analysis 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
Introduction to Digital Marketing Do you like numbers? Check some important facts… • The top three digital marketing channels enterprises use are social media marketing (81%), a website (78%) and email marketing (69%) • Larger companies are more likely to use digital marketing to stand out from competitors (21%), while smaller companies are more likely to use digital marketing to improve brand awareness (21%) gfg marketing efforts are effective in • 83% of enterprises think their digital helping them achieve their goal • 53% of world population use internet (4. 021 billion) • 42% of world population are active social media users (3. 196 billion) 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
Introduction to Digital Marketing Key points of Digital Marketing The goal is to convert viewers to customers…Therefore: • Website is the hub of your digital world • Great content to keep customers updated with tourism industry, news, possible solutions gfg to their problems etc. • Social media that share this content (Facebook, Instagram, Twitter, Linkedin) • Appropriate hashtags, aiming to increase traffic and engagement to your website • Search Engine Optimization (SEO to optimize the provided content 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
Introduction to Digital Marketing Key points of Digital Marketing • Advertising to drive paid traffic to the enterprise’s website, where potential customer could see more information and related offers • Pay per click advertising offers you a way to buy your way into gfg the search results pages for chosen or key phrases. • E-mail marketing to follow up with the audience in order to be sure that they continue to get the solutions and information they are looking for 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
Introduction to Digital Marketing Benefits of Digital Marketing • Global reach. A website allows an enterprise to find new markets and targeted potential customers globally. • Lower cost. A digital marketing campaign can reach the right customers at a much lower cost than traditional marketing gfg methods • Brand Development: A well maintained website with quality content , social media channels and personalised email marketing could build your brand 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
Introduction to Digital Marketing Benefits of Digital Marketing • Measurable results. Α basic advantage of digital marketing is the fact that it offers measurable results instead of traditional marketing • Viral. Digital tools such as social gfgmedia, email, websites enables your message to be shared quickly. Just like & share • Improved conversion rates. It takes only a couple of clicks to convert a customer online. People can find out everything about your services and your offerings right from the comfort of their home and can easily be converted into customers 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
Digital Marketing Strategy Digital Marketing Strategies • Branding. Platforms, social media channels are used by a company to build a brand image on Web. • Completeness. By disseminating information through links potential customers have the gfg opportunity to approach the organization • Usability-Functionality. Web 2. 0 offers user-friendly platforms for all in order to enhance user experience and to facilitate their navigation 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
Digital Marketing Strategy Digital Marketing Strategies • Interactivity. Internet offers the possibility of having a conversation with your customers and therefore of generating a positive experience with the brand. • Visual Communication. Digital Marketing offers different gfg image and video based tools. This is an attractive way of reaching audiences that can lead to greater engagement. • Community Connections. Internet gives the opportunity to connect organizations with their targeted audiences. This connectivity could ameliorate their experience and their relationship with the enterprise and the provided services 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
Digital Marketing Strategy Why do you need a Digital Marketing Strategy? • Developing a digital marketing strategy will help you to make informed decisions and to ensure that your efforts are focused are related with your enterprise • Digital marketing strategy gfg is needed as more and more potential customers are searching, evaluating and booking services online Before you start planning your strategy answer these… • Is your audience online/ Is it going to be online? • Are your services/products suited to digital marketing? 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
Digital Marketing Strategy A. I. D. A Model for Digital Marketing • Attention: Creating brand awareness or affiliation with your product or service to attract consumer attention • Interest: Generating interest in the benefits of your product or service and sufficient interest to encourage the buyer to gfg start research further • Desire: Move the potential customer from “like” it to “want” it • Action: Move the potential customer to communicate with your entreprise in order to donwload a brochure, to register in leaflet, to chat 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
Digital Marketing Strategy 7 Principles of Digital Marketing Strategy 1. Always deliver value in content. The following factors determines value in content: • • • Length. Think content doesn’t add value. Minimum 800 words is acceptable. gfg Reading level. Use word that matters. Don try to be verbose or to use difficult meanings. Be specific Keyword focused. A good content should be focused on the topic. Google should knows that your content is very specific Unique content. The content you use should be unique and to use your sources if necessary Internal links. When you produce content don’t forget to use internal links to other content on your website for more information 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
Digital Marketing Strategy 7 Principles of Digital Marketing Strategy 2. Be consistent and post regularly. An enterprise should use the time effectively and to update its content regularly 3. Social media is more important as you think. Social media marketing is a key tool for gfg each enterprise to build and disseminate its brand throughout the internet 4. Pimp your Vitals. The majority of customers visit your website to get the most basic of basic information, like location, street address, email address and phone number. Make sure these vital details are super easy to find. 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
Digital Marketing Strategy 7 Principles of Digital Marketing Strategy 5. Know Your Customer. Each enterprise in the Hotel & Catering industry should realize that digital customers are the same people who walk into their hotel or restaurant everyday. There is no a secret about how digital customers interact or think gfg 6. Know your competition. Who are your main competitors in the Hotel & Catering sector in digital marketing? Are the same as your offline competitors? What are they doing right? 7. Know your expectations. What do you want to get from digital marketing? Do you want to attract customers? To raise awareness about your brand? To generate online booking? 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 digital marketing, including the comparison among digital & traditional marketing, the concept and the benefits of digital marketing and the main points of a digital marketing strategy. All these things are considered important for employees in the Hotel & Catering sector who want to enhance their digital competences. 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 digital marketing is – Select the best tool for digital marketing – Supervise digital marketing initiatives – Distinguish the difference between digital and traditional marketing 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 • • • Lucy Alexander. What is Digital Marketing. Internet https: //blog. hubspot. com/marketing/what-is-digital-marketing. Dec. 04, 2018, {10/02/2019} Kristen Herhold. How Businesses Use Digital Marketing in 2018. Internet: https: //clutch. co/agencies/digital-marketing/resources/how-businesses-usedigital-marketing-2018. Jul. 18, 2017, {Feb. 19/2019} Astrid Neumann. 11 Digital Marketing Tips to Differentiate your Hotel. Internet: https: //hetras. shijigroup. com/post/11 -digital-marketing-tips-todifferentiate-your-hotel. {Feb. 13/2019} Damian Ryan. Understanding Digital Marketing. London. Kogan Page Ltd. 2014 Ankit Soni. E-Guide: Introduction to Digital Marketing. Internet: https: //www. digitalvidya. com/blog/introduction-to-digital-marketing/. Jun. 09, 2017, {Feb. 18, 2019}. Corporate Finance Institute. What is the AIDA Model in Marketing? . Internet: https: //corporatefinanceinstitute. com/resources/knowledge/other/aidamodel-marketing/. {Feb. 25/2019} 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
Presenter’s bio page • You can add the narrator’s or presenter’s photo • Here add short bio • Here add affiliation and contact 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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