Final exam 2013

Final exam from Dianebs

 Exercice 2

Relationship between digital IQ and revenue growth:

•  Retail study reveal a relationship between a firm’s Digital IQ and its year-on-year revenue growth, suggesting digital competence may be a forward-looking indicator for sales.They show that when a company develops an active digital IQ marketing, it will have a positive impact on its sales.

• Digital IQ is a combined score based on functionality and content,website translation, SEO, social media performance,and digital marketing

•  Nowadays, it is very important for hotel industry to adapt to this new digital era,because bookings across digital channels become very common. Every company has to be more and more creative and adapt to the new technologies.  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. The big brands hotels begin to use digital IQ and the study reveals that differentiated content on site and mobile bookings drive traffic and high margin revenue.

2 hotel companies in the top 10: 

 Four seasons (1st on the top) :  

•  Effectively manages multi-property social media communities and creates a cohesive brand experience online 
• FS is not afraid to experiment with emerging platforms and empowers staff to contribute valuable content
•  The new FourSeasons.com:new website that integrates real‐time search, videos, Twitter, reviews, blogs, news, Facebook, maps, mobile and link building that is regionally relevant and sensitive to draw more guests to each hotel’s website.
•  Creating a powerful and global social presence: In 2010, Four Seasons launched both global .
• Innovating with Emerging Platforms.
•  Mobile Access: The new fourseasons.com is fully optimized for mobile devices.

Hiltons (2nd on the top):

• Brand leverages technology on-property to deliver a digital guest experience  
  
• Highest scores in search marketing buttress Hilton’s web authority
•   Largest and fastest growing community on Facebook 
  
  The differences between the two companies is that Four season is more innovative than Hiltons, for example, it empowers its staff to contribute value content on platforms and gives a mobile access to customers whereas Hilton stays more traditional in its communication , and uses more facebook.
  
  Exercice 3: Customer discovery path
  
  
  

Mini case study from Dianebs


Exercice 4

• Solomo is an innovative marketing approach because:  

SoLoMo is the combination of social, location and mobile. It takes the form of mobile phone apps that combine social networking and location data. Nowadays, people are using their phone to find what they need/want NOW. That’s where SoLoMo fits in perfectly, that is why, it is an innovative marketing approach, because it understands perfectly the needs of cutomers, and it gives them all information they need in one clik ( 4R: Right people, Right place, Right time, Right activities)

The 5 elements are needed for a successful Solomo:

• Start with the audience, not the technology
• Add value through utility
• Keep it simple
• Build relationships not spectacle
• Sharing must be about audience benefit  

Exercice 5 

The new definition of SEO is "Search Experience Optimization", this definition has a more social dimension than the first one. Because now, SEO deals with ranking and comments in order to increase social traffic.

 It relates to customer discovery path because: nowadays, brands focus, first on optimising the customer and user experience. They generate social media to engage more people and multiply path and brand visibility. we have Four Seasons as example. They must focus on having  attractive website with good content, a great social media promotion, communities interests etc. This presence on social media helps them to have more visibility and thus to be better ranked. Moreover, the first step of the customer path is: to go on internet to have information, pictures etc on something he needs or he likes; thus brands have to be well ranked on SE to have chance to attract more customers.