Unit 37 Digital Sales and Marketing

Introduction

Keeping tour operating businesses at the forefront of customers’ attention online is now vital to ensure success and increase income. The use of digital marketing is essential for an industry that strives for higher quality leads, increased passenger numbers and higher average booking values. The aim of this unit is to familiarise students with the major advancements taking place in digital sales and marketing, and how they can be used effectively within the tourism industry.

In the 21st century, it is vital to have a planned, efficient, online marketing strategy, promoting brands through various forms of digital media. Content, customer experience and platforms are core elements of digital marketing. It is also now essential to offer customers a convenient way to buy using mobile devices. The use of social media to share travel knowledge and expertise with customers can deliver against a range of objectives including turning brand loyalty into more bookings and tapping into particular online communities to expand target markets.

This unit is designed to provide students with practical and useful skills, and knowledge of online sales and marketing, by presenting the underpinning theories and development of diverse digital platforms and continuing to develop this into practical application.

The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities, whether they choose to market their own tourism business or become employed by an organisation.

Learning Outcomes

By the end of this unit students will be able to:

Demonstrate an understanding of digital sales and marketing channels and the opportunities and challenges they offer within the tour operating sector
Assess key digital tools and platforms for both sales and marketing activities for the tour operating sector
Design a digital sales and marketing campaign for a tour operations business
Evaluate methods of monitoring and measuring digital marketing effectively.

Essential content

LO1 Demonstrate an understanding of digital sales and marketing channels and the opportunities and challenges they offer within the tour operating sector

Digital sales and marketing channels:

Definition of digital sales and marketing channels, highlighting the differences between both sales and marketing, and online and offline concepts

The key benefits of digital sales and marketing

Major digital sales and marketing tools and their uses within the tourism industry

Opportunities of digital sales and marketing:

The importance of developing effective digital marketing activities and the opportunities available

The increase of online consumer power and demand Current trends in personalised content marketing The reduced cost compared to offline activities

Challenges of digital sales and marketing:

Cost implications for software, staff development and restructuring

The impact of negative publicity and meeting customer expectations in the digital age

How to compete in the digital arena and make the brand stand out The importance of digital interaction with customers

LO2 Assess key digital tools and platforms for both sales and marketing activities for the tour operating sector

Digital tools and platforms:

Different types of digital sales platforms, identifying those of value to tour operators

Different types of digital marketing platforms and their use for revenue generation

Consumer life cycle stages of digital adoption

The impact of digital marketing and social media marketing on consumer behaviour e.g. use of apps, smartphones, tablets

Best practices to improve online conversations with customers The growth of online transactions and e-commerce

LO3 Design a digital sales and marketing campaign for a tour operations business

Digital sales and marketing campaign:

Definition of the marketing campaign, content and structure

Use of SWOT analysis and PESTLE to identify sales and marketing opportunities

Creation of SMART sales and marketing objectives Understanding customers using profiling techniques Planning digital sales, identifying relevant digital channels Educating customers and methods of digital communication

The use of omni-channel marketing to ensure consistency of both customer experience and branding

LO4 Evaluate methods of monitoring and measuring digital marketing effectively

Monitoring and measuring techniques:

Measurement of digital sales and marketing campaigns using Key Performance Indicators (KPIs), measurable metrics and use of analytics platforms

Performance measures using online metrics and web statistics Frameworks for measuring the effectiveness of different platforms Suggestions for remedial action if targets are not met

Learning Outcomes and Assessment Criteria

Pass	Merit	Distinction
LO1 Demonstrate an understanding of digital sales and marketing channels and the opportunities and challenges they offer within the tour operating sector	LO1 LO2 D1 Critically analyse digital sales and marketing channels and platforms used by the tour operating sector, justifying the platforms chosen for retaining and expanding their customer base
P1 Investigate different digital sales and marketing channels used by a range of tour operators and discuss the opportunities and challenges they offer	M1 Analyse different digital sales and marketing channels used by a range of tour operators and their opportunities and challenges, using specific examples
LO2 Assess key digital tools and platforms for both sales and marketing activities for the tour operating sector
P2 Assess the success of key digital platforms used to increase sales and maximise marketing efforts, and discuss how they attract customers in the tour operating sector	M2 Compare different digital sales and marketing platforms for a range of tour operators, evaluating their effectiveness in attracting and retaining customers in the tourism industry
LO3 Design a digital sales and marketing campaign for a tour operations business	LO3 LO4 D2 Critically evaluate the challenges and opportunities of the sales and marketing campaign, and justify the choice of methods for monitoring and measuring performance
P3 Plan a digital sales and marketing campaign using recognised marketing methods and apply this to a relevant tour operating business P4 Examine how omni- channel marketing has evolved and its application in digital sales and marketing campaigns	M3 Develop a digital sales and marketing campaign using recognised marketing methods and omni-channel marketing to effectively meet strategic objectives for market position and customer acquisition
LO4 Evaluate methods of monitoring and measuring digital marketing effectively
P5 Evaluate the measurement techniques and performance metrics used in digital marketing P6 Present a set of actions to improve performance in digital marketing	M4 Critically evaluate the effectiveness of monitoring and measuring digital marketing, and recommend possible improvements

Recommended resources

Textbooks

CHAFFEY, D. and SMITH, P.R. (2017) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. 5th ed. Oxford: Routledge.

CLAYTON, I. (2017) Marketing Hotels and Tourism Online (WEBSITE Strategies – Inspire, engage, convert). Independently published.

FEIERTAG, H., HOGAN K. and HOGAN, J. (2017) Hospitality Sales in the Digital Age. New Jersey: Apple Academic Press.

KITCHEN, T., IVANESCU, Y. and NICHOLSON, L. (2015) Profitable Social Media Marketing: How To Grow Your Business Using Facebook, Twitter, Instagram, LinkedIn And More. 2nd ed. Newcastle: Exposure Publishing.

LEVINSON, J., WAIN, C., COLLICUTT, J. (ed.) and COLEMAN, K. (ed.) (Kindle

Edition) (2013) Guerrilla Tourism Marketing – Increase Your Profit by Leveraging Marketing, Technology and Relationships. North Charleston: Create Space Publishing.

SPITERI, K. (2017) I Just Want It to Work!: A Guide to Understanding Digital Marketing and Social Media for Frustrated Business Owners, Managers, and Marketers. Surrey Hills: Michael Hanrahan Publishing.

Websites

www.conversationprism.com	Conversation Prism A visual map of the social media landscape (General Reference)
www.eyefortravel.com	Eye For Travel Social Media and Marketing (Research)
www.marketingweek.com	Marketing Week Strategy section (Reports)

Links This unit links to the following related units:

Unit 1: The Contemporary Travel and Tourism Industry

Unit 2: Managing the Customer Experience

Unit 3: Professional Identity and Practice

Unit 4: The Travel and Tourism Business Toolkit

Unit 6: Managing Aviation Services

Unit 7: Managing Conference and Events

Unit 8: Visitor Attraction Management

Unit 11: Corporate Travel Management

Unit 16: Marketing Essentials for Travel and Tourism

Unit 20: Tourism Consumer Behaviour and Insight

Unit 21: Airline Operations Management