Final Exam Answer Page

Exercice 1 :  Definitions

Final exam from Bodhiradh

Exercice 2 : Digital IQ

•  What is the relationship between Digital IQ and Revenue Growth?

Differentiated content on site and mobile bookings drive traffic and high margin revenue demonstrates a clear relationship between hotel brands’ Digital IQ and shareholder value. The higher is the digital IQ of a company, the stronger is the awareness and the relationship between the company and their customers are. Consequently, the higher is the revenue growth.

• What does  Digital IQ measure, why is it important for the hotel industry ? 

Digital IQ is an assessment of how well companies understand the value of technology and weave it into the fabric of their organization. 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.

•  What are the 4 categories of elements measured in Digital IQ. Please explain what is include in each category.

The 4 categories are : 

• The website :"Effectiveness of brand site"

- It has to be interactive and easy to navigate on
- Customer should be able to find easily what he is looking for
- The reservation system should be smooth
- Customer loyalty program and reward should appear
- Engagement with social media should appear 

• Digital Marketing : "Search, display, and email marketing efforts"

- Website should be well referenced (google adds)
- Customer should be able to access the website through commercial banners & adds positionned on appropriate websites
- The company should be present on emerging platforms such as Tumbler, Pinterest, Google +
- In addition to the website, companies should create a blog -will help with customer's interaction-
- Possibility for the customer to suscribe to the newsletter in order to be updated of special offers and so on

• Social Media : "Brand presence, community size, content and engagement on major social media platforms on global and select property accounts"

- Facebook: Not only to be present on Facebook: the page should be updated regularly with rich content and responsive (f-commerce). A facebook app to facilitate mobile users navigation
- Twitter: Tweet frequency, online voice
- Youtube: Customer tend to watch videos before planning a trip. It is crucial to have corporate videos describing the experience and giving an overview of what's awaiting the customer

• Mobile :  "Compatibility, optimization and marketing on smartphones, tablets and other mobile devices"

- Mobile site: The navigation should be as easy on mobile than on computer device since today's customer mostly navigates on its mobile;
- IOS app: Should have added values such as possibility to book directly the room, 
- Mobile innovation: Geo localization



Exercice 3 : Customer Discovery Path

Customer discovery path2 from Bodhiradh

Exercice 4 : SoLoMo

• How are Solomo campaigns success measured - quantitative + qualitative ?

Easily one of the least popular names to emerge in recent years, SoLoMo is an abbreviation of ‘Social, Local, Mobile’, and refers to the convergence of these three essential elements of digital marketing.

SoLoMo functionality brings the best of the internet – information, entertainment, and conversation – to everyday situations, adding a layer of ‘augmented utility’ to our daily lives.

The sucess of a SoLoMo campaign is measured through the direct increase of revenues like any other marketing campaign but also with the inscrease of followers on the different social networks of the brand, the number of shares of the differents videos/images/articles related on the campaign. Comments, feedbacks and loyalty of the customers, coming back later can be also a measurement indicator.

• What 5 elements are needed for a successful SoLoMo ? 

 

• Start with the audience, not the technology:

• Sharing must be about audience benefit

• Add value through utility

• Keep it simple

• Build relationships, not spectacle

•  Make it fun and respectful of the environment
  

Exercice 5  : Predictive Marketing - Hotel Finder

• What is a predictive marketing campaign ? Give/create an example

A predictive marketing is the study of the database, CRM and other informations gather on a specific customer segment or location. Those charts and analytics can predict the trends or the future behavior of the target customer. By managing and studying those resultats, we can build a more specific campaign based with concrete needs and trues attitudes leading to an optimization of the ROI.

Example : Google Insight : providing search resultats statistics on the Presidential campaign of Barack Obama giving the thrend and the attitude of the google users about each action of the candidate.

• What is Google hotel Finder - how does it related to hotel direct bookings?

Google Hotel Finder is a new feature of Google providing results for hotel searches adding information such as map location, contact, customers comments/ratings, and the most important : booking link.

At first sight, we can think that we will book directly to the hotel booking website but sometimes we have the surprise to book through an OTA or another platform. Google Hotel Finder doesn't always provides direct hotels website and it can harm a lot of organic searches impacted directly on the hotel direct booking via internet.