Final exam - Green

Exercice 1:






Exercice 2: Digital IQ

·     Positive relationship between the digital IQ and the growth in revenue: 

    the better the digital IQ, the more revenue per available room.

à if hotels are better integrated and  using new digital technologies in an efficient and comprehensive way, they will be able to reach customers more easily.So they will have more bookings. 

à It is also a way to improve the share of direct bookings for hotel, so to pay less fees to third-parties.

·     -   Digital IQ measures the capacity for a company to use broadly and coherently the whole range of new digital technologies. The objective is to enhance its relationship with its customers. 

It means that they seek to integrate new tools in their strategy in order to:

à to interact more with customers

à    to eventually create value out of it for hoteliers

·    -    There are four main parts to take into account in the Digital IQ :

·      Mobile à takes into account:

-       the compatibility of the website with mobile phones,

-       the creation of a special application for smartphones to book a room,

-       the use of mobile innovation like SMS, geo-localization…

·      Social Media à evaluates the presence and implication of a brand on social media platforms like Twitter, Facebook, Youtube in order to share content, give information, gain suscribers and then audience.

·      Website à considers the effectiveness of a site, so in other words

-       how easy it is to navigate and to book a room on it,

-       how well it is connected to social networks

-       the existence of loyalty program and customer services

·      Digital Marketing à considers efforts that the brands make:

-       to be easily found when using web search engine,

-       to be present on emergent platforms (like Pinterest),

-       to create a newsletter to keep its customers informed,

-       to have banner ads and mentions on diverse blogs.

Exercice 4: SoLoMo

How to measure the success of a SoLoMo campaign?

• ·      Through the downloading of the related app:

Example: Nike + is the most downloaded running up, proving its popularity amongst runners

• ·      Through the buzz around the campaign: if it is transmitted a lot on social media, on blogs for instance, or even on traditional media like TV or newspapers.

• ·      Through the development of a community of users:

- sharing information on Facebook or Twitter. Nike for instance has more than 16 000 likes on its Facebook page. The more the news is spreading, the best for the brand to advertise.

• ·      Through a growth of revenue and a big: increasing sales of the product related to the campaign.

Example: Hyatt Hotel created mobile application called The Canvas Art of Living Postcard app for customers to send to their friends, making free advertisement for the brand and a new way to reach potential customers.

• ·      Through a better satisfaction of customers: the aim of SoLoMo campaign is to bring something extra to customer in order to create a real link between customers and the brand.

     Example: Nike + tracks your route, connects you with other runners using the app…

Elements needed for a successful SoLoMo campaign:

- “Start with the audience, not the technology”: the real needs of the customers must come first, technology is only a tool to fulfill them, and not the contrary.

- “Sharing must be about audience benefit”: SoLoMo must bring something extra to the customer, not only to the brand otherwise people will not see the interest for them in participating.

- “Add value through utility”: you must be innovative in the added value you bring to the customer to become more attractive.

- “Keep it simple”: people will not be ready to engage if the procedure is too complicated, so a good SoLoMo campaign should not necessitate more than two steps for the participant.

Exercice 5: Predictive Marketing

Predictive marketing is a new marketing technic, which consists in knowing where the customer is and what he likes. From that information, the customer will receive a personalized message, in order to give him incentives to purchase or consume.

Foursquare is an example of social website that brands use for predictive marketing.

Indeed it is a free application that enables you to save the places you visited and to share them with you friends.

And in case you need some recommendations about where to go or what to visit, you will get some personalized advices and deals, based on:

à where you have already been

à where your friends have been

à where people with the same taste as yours have been

Exercice 3: Customer Discovery Path