Exercise 2
Relationship between Digital IQ and revenue growth:
Digital IQ is the assessment of how well a hotel understand the value of technology and use it in its organization communication. It involves how a hotel use digital media as an information tool to attract or keep some customers.
"Growing your Digital IQ entails more than merely adopting the latest tools or having a large IT budget, it is about integrating technology into the way a company plans, innovates, measures results, interacts with customers and ultimately creates value."
Therefore, we defnitely can claim that digital IQ and revenue growth are closely linked as if you possess a good and efficient digital IQ for your hotel for instance, it will attract muchmore customers to your website, have more impact on them and have a positive influence on everyone who is going to look for your website or information on you on the internet. Thereby, your revenue is somehow bound to grow.
What does Digital IQ measure? Why is it important to the hotel industry?
Digital IQ measures "the technological skills" of your establishment. More precisely, it assesses how well a hotel understand the value of technology and use it in its organization communication for example as I said previously.
It is important to the hotel industry because it is quite necessary that potential guests can clearly discover your hotel website. The first impression has the biggest impact on their future purchase and booking. Transparency and visibility have to be present in order to communicate efficiently with your potential customers.
What are the four categories of elements measured in digital IQ? Explain what is included in each category?
Digital IQ is basically composed of four sectors:
- The SITE which represents 30% of the digital IQ activity through social medias, websites, navigations, reservation platforms, customer services, rewards/loyalty programs...
- The DIGITAL MARKETING also representing 30% of the digital IQ activity. We could talk about emails (mobile optimization, content, frequency...), the Search (Web, SEM, Traffic), Advertising and platforms (like google+)...
- MOBILE (on IPad, Iphone, Ipod, Smartphones...). This sector represents 20% of the digital IQ activity with some applications on your mobile (WhatsApp, Facebook, Sms) or IOS applications for Iphone and Ipad.
- SOCIAL MEDIA which represents 20% of the digital IQ activity, for instance: Twitter (Tweet frequency, Followers), Facebook (applications), Youtube...
Exercice 3 from Cecilia0510
Exercise 4
How are SoLomo campaigns success measured: quantitative and qualitative?
Quantitative, it can be measured by:
- The number of views and likes on social medias as Facebook, Twitter, Youtube...
- Number of visitors on the official website and social pages created for the event such as blogs, special websites, facebook pages...
- Media buzz created through TV, magazines and web
- Increase of the revenue
Qualitative:
- Better listing of the brand (attraction of new potential investors for instance)
What five elements are needed for a successful SoLoMo?
Anyway, you need to use the four Rs which are Right People, Right Activities, Right Places, Right Times.
- First of all, you need to define your audience selectively
- Build activities around what that audience will find valuable
- Identify the places and contexts in which your activity has relevance
- Identify which times your activity will have most impact and for how long
- Measure your progress against objectives and optimise as you go
Exercise 5
What is predictive marketing? Give/ create an example
Predictive marketing represents the direct application of predictive analytics to the needs and challenges of the marketer.
It implies to apply advanced analytics to improve every aspect of your marketing strategy for example.
The objective is to provide you with personalized support to help you leverage your data along with test and learn strategies in order to optimize your marketing programs.
You can use database marketing, data mining, advanced analytic techniques, and test and learn strategies.
What is Google Hotel Finder - How does it relate to hotel direct bookings?
Google Hotel Finder is a new tool, much more easier whether you wish to look for a hotel room for instance.
Google offers a new oppotunity for guests to be able to compare hotels, prices and guests' reviews from several sources as OTAs, guests' reviews websites...
This tool is completely part of the potential guest results when he/she is browsing on the internet.
It is actually a ccoperation between Google, the biggest OTAs and the largest hospitality chains.
It definitely relates to hotel direct bookings as independent hotels are able to have the same online visibility than OTASs. Therefore, more visibility for the hotel website implies more hotel direct bookings!
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