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Digital Marketing and Social Media Strategy Report (Assessment)


Digital Marketing

The internet offers a wide range of communication tools that ride on the social dimension of the online experience.

The communicative power of the internet has essentially replaced many of the traditional tools particularly in the world of traditional advertising in print and broadcast media (Cone 2011).

Marketing a product via a website requires different strategies ensuring that clients get products within reasonable satisfaction level.

Properly designed online marketing and product distribution management facilitate the success and sustainability in online marketing since it operates within stipulated business laws (Cheverton 2004).

In order to increase credibility and maintain professionalism, the current channels often encompass processes and features that flawlessly facilitate a healthy and lifetime relationships between a business and its clients as seen in the platform of Amazon online marketing giants.

The new development elements that will be incorporated in the tour website include trust, reliability, distribution, fair retribution process, and passing accurate information to target audience (Blythe 2006).

This paper explores the ideal modifications on the tour website to improve on online marketing of tours services in the Spain. The online marketing initiative aims at increasing the number of Europeans using the tourism products in Spain.

Objectives and Goals

The main objective and goal of this digital marketing plan is to attract the European market through the tourism website and sell tour packages to tourists who have plans of visiting the islands in Mallorca, Spain.

The package promises a guide to the best entertainment, cultural and social activities besides showing the actual position and themes of the parks in Spain.

The tour website has an existing market distribution channel in the tourism industry of Italy. Apparently, this segment forms the largest bracket of tourism travels to Spain.

Through branding and increasing website visibility, this market segment is projected to increase their use of the touring website.

Since the target market is specific, the success variable for the market share expansion strategy will be measured through an increase in sales of its current output (Dagnino & Rocco 2009).

This will be achieved through optimisation of the tour website’s search engine, improving on online marketing and using social media.

Digital Marketing Channels

Search Engine Optimisation (SEO)

Search engine optimisation for the tour website can be achieved through installing plugins that possess extra features like page navigation, thumbnail and customized page numbers (Stokes 2011).

Specifically, this proposed system in Google will consist of a multi tab page that will serve different areas and services to online customers.

The main categories are travelling site’s menu, e-newspapers/magazines and brochures for the related accommodations, passenger’s entertainments and shopping (duty free) when in these locations, and a guide to cost for each package.

The SEO is a unique word that has different meanings. When implementing SEO in the Google, it is necessary to revise the algorithms constantly for the search result for the tour website to remain at the top.

This can be achieved through revising the content to ensure that all the information in the website pertains directly to the needs of potential clients.

Thus, constant blogging on the website and recruiting other independent bloggers about the website will give the tour website a competitive advantage in marketing its products.

The travelling site’s menu will be displayed on the main menu. Secondly, the selection of various types of newspapers/ magazines will come with the option to choose between free automated newspapers and magazines of the sites selected.

In case the potential clients want to have additional or different types of free e-newspapers/ magazines, they have to hit the extra button.

Finally, the shopping (duty free) items are displayed on the sub menu classified into categories. Besides, the price, quantity and availability are posted at the left bottom of the page.

At the centre of the main menu, a potential client will view different travelling plans with different packages. These plans are further classified as premium and ordinary. The ordinary option will enable travellers to pool and save 30% of the travel costs.

Upon selection of a tour package, the plugin will display an automatic cost, availability and location of the site chosen from the premium and ordinary options.

All these categories contain different features that passengers will use in order to feel more confident when doing online shopping for a tourism site in Spain.

A unique cookie for the tour website will be transferred to all primary and secondary visitors to this site hence broadening the spread information (Stokes 2011).

Search Engine Marketing

Proper branding of the tourism products and use of short and catchy keyword ‘Travel Hustle Free’ will capture the attention of potential clients in search for specific items.

However to minimise the cost of sustainability, the ROI will be updated periodically and new content introduced as per the need for each ‘Pay Per Click’. This channel can further be modified to accommodate retargeting strategy.

Every visit to the tour website will leave a cookie on the computer of the visitor. Any future browsing will simply spread this cookie to other users. This will expand the number of persons getting information about the tour website (Farris et al. 2010).

Social Media Strategy

Social media, especially Facebook and Twitter, have gained popularity among travellers who use these sites as interaction modules to share travelling culture and exchange ideas.

In eMarketing industry, social media has penetrated the communication environment and currently commands a large following among the users.

Reflectively, Facebook and Twitter are ideal tools for branding and community following building. The culture, economy and society are highly affected by the digital technology.

Digital technologies in the form of social media allow people to interact and let users to add content to align to different orientations of group products.

There are three perspectives which will help in understanding the impact of the digital technology on social media strategy (Kennedy & Ehrenberg 2001).

Digital technology helps companies to reach their customers by skipping or by passing the traditional gatekeepers, such as written magazine publishers, and placing them online so that customers can get them directly.

Objectives of social media

The objectives of social media are building a strong brand and following among clients. For instance, in the use of Facebook and Twitter, the tour website can be promoted by building an interest, location and need based initiative.

Through likes and tweets, the customer base for the tour website will expand substantially over a short period of time.

Social media focuses on e-marketing which involves building friendly partnership and working relationship with a market segment without necessarily having physical contact with it.

In fact, the main source of exchanging information and advertising products is through written words in a social media such as a business website (Longenecker et al. 2009).

Reflectively, the success of eMarketing is deeply entrenched in the principle of keeping a reliable and professional reputation in exchanging ideas and convincing customers in online selling.

Thus, the use of Facebook, Twitter, Trip Advisor, Trivago and other social sites will increase the visibility of this website.

Online advertising

Properly designed online marketing and product distribution management facilitate the success and sustainability in online marketing.

To increase credibility and maintain professionalism, the current bomb internet channels of reaching the consumers should be tailored to encompass processes and features that flawlessly facilitate a healthy and lifetime relationship between the business and its clients in the global magazines such as the Conde Nast Traveller.

The new development elements that the tour website should incorporate include passing accurate information to target audience in such magazines. Creation of content is extremely essential when dealing with internet marketing communication within the online marketing industry.

Online promotion

It is necessary to determine the online behaviour of the target market before selecting the best channel for internet marketing for the tour website to minimize the issue of changed consumer preference.

Essentially, success of brand and product management depends on a proper alignment of a functional idea into the creation of flexible, involuntary, and quantifiable measurement of perception among the target audience.

Thus, through advertising campaigns and promotional strategy that is defined by the nature of the market, the size of the market, and the preferences of its customers, the website should carry out a link reference promotion where the website user with the highest number of referral links is rewarded a free trip to Spain. This will create a long term loyalty among clients.

Customer relationship management

Customer relationship management is the first step towards customer relationship and to expand the distribution channels that attract near markets.

Reflectively, the concept will revolve around a comprehensive review of ‘push and pull’ factors which determine functionality of the website to offer an alternative strong marketing tool in the quest for quality, reliability, and trust among clients.

A properly designed mud mapping plan will be crucial in presenting brand knowledge, awareness, penetration strategy and passing information to target audience (Ries & Ries 2002).

Mass media services are mainly concerned with generation of modern cultures. Cultural values normally influence whatever values that are generated by mass media.

Cultural values also dictate what consumers would purchase; in fact, people buy certain signs when they are driven by the implication conveyed.

Moreover, semiotics plays a significant role in the ads because it inspects signs and implications that are conveyed and thus alerts the users about the relevance of the product (Cheverton 2004).

“Semiotics can discover hidden implications and evolving cultural codes, hence is important in predicting market trends” (Cheverton 2004, p. 67).

Semiotics is a process in which things are identified as signs. Therefore, marketing strategy as a part of consumer behaviour analysis for this website will be aligned to the ideal as perceived by consumers (Winchester 2006).

Conclusion

Generally, the catchier an advertisement is, the higher chances of uptake. On the other hand, less catchy advertisements may not work well with consumer perception on such brand.

Consumer perception is a general evaluation that consumers engage in before deciding to purchase a particular product or service. Attitudes are direct personal experiences that are influenced by consumers’ personality, advertisement, family and friends.

Perceptions are unique ways through which consumers internalise and interpret information about a product. Consumer engagement is essential towards winning and maintaining a client especially in a competitive online market setting where the best offer carries the day.

References

Blythe, J. (2006). Essentials of marketing communications. New York, NY: FT/Prentice Hall.

Cheverton, P. (2004). Key marketing skills: strategies, tools, and techniques for marketing success, Sterling. London, UK: Kogan Page.

Cone, S. (2011). Steal these ideas: Marketing secrets that will make you a star. New York, NY: John Wiley & Sons.

Dagnino, G., & Rocco, E. (2009). Competition strategy: theory, experiments and cases. New York, NY: Rutledge.

Farris, P., Bendle, N., Pfeifer, P., & Rebstein, D. (2010). Marketing metrics: The definitive guide to measuring marketing performance. Alabama, AL: FT Press.

Kennedy, R., & Ehrenberg, A. (2001). Competing retailers generally have the same sorts of shoppers. Journal of Marketing Communications, 7(2), 19-26.

Longenecker, G. J., Petty, J. W., PalicH, E. L., & Moore, W. C. (2009). Small Business Management: Launching and Growing Entrepreneurial Ventures. Alabama, AL: Cengage Learning.

Ries, A., & Ries, L. (2002). The 22 immutable laws of branding: how to build a product or service into a world-class brand. New York, NY: Harper Collins.

Stokes, R. (2011). eMarketing: The essential guide to digital marketing. London, UK: Quirk eMarketing (Pty) Ltd.

Winchester, M. (2006). Positive and negative brand beliefs and brand defection/uptake. European Journal of Marketing, 42(6), 553-570.

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IvyPanda. (2019, July 9). Digital Marketing and Social Media Strategy. Retrieved from https://ivypanda.com/essays/digital-marketing-and-social-media-strategy/

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"Digital Marketing and Social Media Strategy." IvyPanda, 9 July 2019, ivypanda.com/essays/digital-marketing-and-social-media-strategy/.

1. IvyPanda. "Digital Marketing and Social Media Strategy." July 9, 2019. https://ivypanda.com/essays/digital-marketing-and-social-media-strategy/.


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IvyPanda. "Digital Marketing and Social Media Strategy." July 9, 2019. https://ivypanda.com/essays/digital-marketing-and-social-media-strategy/.

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IvyPanda. 2019. "Digital Marketing and Social Media Strategy." July 9, 2019. https://ivypanda.com/essays/digital-marketing-and-social-media-strategy/.

References

IvyPanda. (2019) 'Digital Marketing and Social Media Strategy'. 9 July.

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