Homework 3: Digital marketing tools

Digital Marketing Tools

Picture of Martha Zammit
Digital Marketing Tools
by Martha Zammit - Saturday, 14 November 2020, 2:55 PM

Which of the digital marketing tools your chosen company would benefit from? Study the tools you chose. Write 600-1000 words of the benefits to the company.

Ikonika Hotels and Spas

Ikonika Hotels and Spas adopt an unconventional vision of the upmarket hotel and wellness business. They address the demands of their guests that have standards without standardization. They abandon the norm, and leap to the far-end of the avant-garde, for a truly immersive experience. They boast of two exceptional hotels – Palazzo Consiglia which is a traditional Maltese townhouse converted into a modern boutique hotel in the heart of Valletta and Holm Boutique and Spa in St Julian’s. This is a boutique and design-driven hotel that delivers a one-of-a-kind stay to guests that are looking for high standards. Being a hospitality business, the main aim is always how to generate business yet keeping in mind the well-being of the guests throughout.

Search Engine Optimization

Using an SEO (search engine optimization) in the hotel websites will be beneficial in engaging better hotel business. This technique in getting the website search engine results and process works with the keywords and mostly about the website’s frequency in the search engine rankings. The higher ranking is based on how many times it is visited on the search results page and on how frequently a site appears in the search result list. It will assist in attracting more visitors to one’s website and hopefully turn these visitors into hotel guests. SEO will focus on the different search types, including word search, local search, video search, image search as well as institutional search. In a hotel scenario, the location, facilities, and some news generated from the hotel will generate traffic to the hotel website and with the help of the SEM tools, will improve web site traffic. Having a hotel website is necessary in order to make the business visible through an online platform.

Video Marketing

Another important marketing tool would be Video marketing, this is the strategy designed by the marketing teams to create, curate, and utilize videos as a means of marketing their products or services to their target audience. The idea is to keep audience members engaged with the brand in a way that's simple and easy to digest. Why video? This is because the video is a versatile and engaging means of content that not only gives on the real-life picture but is also easily shared around the platforms. It is mostly liked by customers since it an easy-to-digest product and at the same time an entertaining form of advert that will engage the customer. For the marketing team, on the other hand, it is liked as when displayed through different channels it can potentially give a huge ROI. Being in an era where currently consumers and businesses simply don’t need to be sold to but will simply search on the internet and find the best product they require and would most probably buy it online. Summing all in all it is better to have these videos shared through the social media work, though the best work would be to add these videos on the company’s website in order to highlight and boost since online visitors will always prefer to stay on the website for a long time and enhances also the website’s quality. By producing these videos, they can interact with the unique facilities, décor, ambiance, and hotel’s specialties, especially when providing live links. These videos need to be updated frequently to always get the guests curious thinking of what the hotel is up to.

Review Pro

Solid guest communication has never been more crucial: guests need access to up to date, factual, reliable information about your property. This information can be displayed on OTAs, your website, or via proactive guest communication. In all cases – good communication is key to setting correct expectations and easing any concerns guests may have around their trip. Another system I would introduce would be Review Pro, this will identify operational & service improvements and will effectively manage internal processes to ensure changes are implemented across the organization. This cloud-based solution will enable clients to obtain a deeper understanding of reputation performance as well as operational/service strengths and weaknesses. It will also provide actionable insight to increase guest satisfaction, rankings on review sites/OTAs, and ultimately revenue. It is a Guest satisfaction survey tool that allows one to build effective surveys that will identify a detailed insight into what guests like or dislike and will positively impact the group’s online reputation. This tool can send customized surveys in up to 36 languages having the flexibility to have a core survey. It can manage guest feedback more easily and efficiently due to a fully integrated platform where one can track all the KPI’s and overall score. Apart from the survey system, Review pro can also be used as a chat box that will deliver guest experience automation to the hotel brands. Review Pro portraits a very accurate picture of your overall hotel reputation due to the big number of sources that the tools gather.

All tools mentioned above, focus mainly on how the guests research their way to coming to enjoy the groups’ services. Having an updated online presence with the latest reviews and scores would be vital to any operating chain especially in an era where online ratings and reviews can influence one’s perception to choose between one group and another. Its influence will assist in making a decision on which brand to opt for rather than another.