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©UCD 2020/21 Page 1 of 3

 Case

Sri Lanka will send athletes to the rescheduled 2020 Olympic Games in Japan
now happening in July and August 2021. “Go for Gold Travel” is a Kandy
based travel agency offering custom made trips to Japan for the opening and
closing ceremonies plus a selected number of sporting events featuring Sri
Lankan athletes. Management have implemented a basic web site to promote
tours and to sell tickets online. Since its launch in December 2020, the web
site attracted satisfactory visitor numbers, however, overall sales figures were
disappointing resulting in a very low online customer conversion rate of 5%.
Their target audience is diverse, currently rely on traditional non-digital
marketing and have not utilised social media, mobile media and search
engine marketing (organic and paid).

You have been asked to offer the organisation’s management team strategic
advice creating a compelling digital customer experience.

Question 1

a) Utilising Gupta & Davin’s (2015) “Digital Marketing Framework”

components draft a digital business strategy for Go for Gold Travel.
At the point when consider Gupta and Davin's (2015) framework for cutting edge
advancing, addressing the four key parts that we will explore in this examining.
Outbound promoting insinuates the habits where that associations interface with
target buyers. This has been the same old thing of standard advancing (print, radio,
and TV promotions). Progressed outbound advancing contains basically of search,
show, and video advertisements. Inbound promoting implies the habits wherein
associations ensure they can be found when purchasers search for a help or thing.
Since it anticipates that firms should change their locales to customer search gauges
similarly as to web list computations, a totally new collaboration of website plan
improvement (SEO) has emerged close by it.Social media includes progressed stages
where purchasers successfully make content (e.g., thing review destinations, Twitter,
Facebook) to affect other clients' purchasing decisions. Firms viably participate in
these stages to reach and serve customers inventively. Finally, convenient
development has changed the way in which clients search for and buy things and
organizations by keeping the customer related at whatever point, wherever. It thus
presents exceptional troubles for publicizing managers.

In outbound exhibiting, the essential segment in our modernized advancing

framework, a firm beginnings a conversation and establishes a connection with track
buyers. In modernized channels, outbound publicizing shows up as search, show, and
video ads.4 In this part, we explain the basics of such advancements, including
estimations and advantage, key industry plans, and essential issues for displaying
bosses. We wrap up with the troubles of assessing the ampleness of outbound
advancing.

Search Ads

A great deal of all online gatherings on PCs and PCs start with a pursuit or something
like that. Henceforth, web lists like Google, close by Yahoo! Search, Baidu (China),
and Yandex (Russia), have become the section of the Internet.5 Since most buyers
search for relevant terms and thereafter select associations with explore, rather than
starting with express URLs, the pursuit commercials that appear on ordered records
pages are unfathomable spots of participation. Consider a US buyer researching
musings for her next move away. She opens Google and types the expression "resort
journeys" into the request bar. In like manner, Google returns common (associations
with locales reliant upon significance or customer noticeable quality, for which
associations don't pay anything) similarly as paid associations (furthermore called
upheld associations or search advancements, for which associations pay). These paid
associations usually appear above regular associations, or in a fragment nearby them

Show Ads While search advancements are proposed for ensured action or
arrangement, show commercials can have two targets. They can be arranged like
mission advancements without a doubt fire movement or like TV or print promotions
resolved to extend brand care. Clients see a request advancement exactly when they
are pursuing a specific watchword, anyway show promotions can appear on a site that
the brand may consider relevant for its planned vested party. For example, Citibank
may elevate its Mastercard to buyers who visit the Wall Street Journal site. While
show advancements come in various courses of action, the most consistently used
are:

Flag advancements: These are perhaps the most settled and most regular sorts of
show commercials, and they usually appear at the most elevated place of a page

Interstitial commercials: These advancements appear as full site pages before

customers are facilitated to the main page they referenced. These notices get more
unmistakable customer thought and yet are likely going to be more meddlesome to
customers

Expandable banner commercials: These flag advancements normally reach out to a

colossal piece of the customer screen. To the extent size and impact, they fall some
place near banner and interstitial ads

This shift use by the Go for Gold Travel office with electronic advancement has
allowed new organizations to travel administration, yet furthermore changed customer
direct and the promoting practice of set up in the workplace business. Progressed
advancement has changed what customers look like for information, speak with each
other, and buy things and organizations. This new customer lead, accordingly, has
radically changed the way in which firms attract with clients and create brands.
Electronic treats track customers as they surf the web. Content-curation locales (e.g.,
BuzzFeed and Reddit)a and substance sharing destinations (e.g., SlideShare,
LinkedIn, Medium, and YouTube)b not simply enable individuals to achieve another
level of self-enunciation, yet moreover offer associations new publicizing devices.
Electronic media progressions, for instance, Facebook, Instagram, and WhatsAppc
empower customers to make or share content that contacts a wide group in the blink
of an eye. Likewise, the surprising invasion of PDAs has opened up huge possible
results, especially in horticultural countries where gigantic peoples of clients didn't as
of now approach broadband web.

Additionally, the remarkable invasion of phones has opened up huge expected results,
especially in Sri Lanka (non-mechanical countries) where gigantic peoples of
purchasers didn't already move toward broadband web. This infers that mechanized
development has made it serviceable for associations to all the more promptly
appreciate their customers' decision trips and coming about casual discussions about
things. Chiefs are not, now subordinate only on outlines, trade records, and focus get-
togethers for market encounters.

Not solely would they have the option to hear clearly what people are saying about
their things, they may similarly acknowledge who is examining the things and, to a
great extent, to whom

Likewise, Go for Gold Travel association promoting managemnt bunch need to

perceive how to use modernized displaying the use of cutting edge a BuzzFeed is a
media, news, and redirection site with both curated and exceptional substance. Reddit
grants people to rate substance and supports news aggregation and online
discussion. b SlideShare licenses individuals and associations to share presentations
and infographics. LinkedIn maintains capable frameworks organization similarly as
articles posted by people and influencers. Medium is an online stage that appropriates
both open and curated created substance, and YouTube maintains video content. c
Facebook is a long reach relational correspondence site that grants selected
customers to make profiles, move photos and video, send messages, and keep in
touch with friends, family, and partners. Instagram is a photo and video-sharing casual
local area stage. WhatsApp Messenger is a cross-stage messaging application that
licenses wireless customers to exchange text, pictures, video, and sound messages.
So their proposed vested party is different, as of now rely upon regular non-automated
advancing and have not utilized online media, adaptable media and web search
device promoting

Doubtlessly, progressed advancing requires another philosophy for coming to and

interfacing with buyers. This examining offers a construction for extending
associations' usefulness in distributing media spending plans in the high level
environment and gives a framework of the course of action of displaying progresses
open in the electronic scene. Note that the point of convergence of this scrutinizing
isn't on electronic methodology or new game plans that have used progressed
advancement to upset existing endeavors. In the high level setting, an association
ought to regulate a wide scope of moving parts. It needs to consider paid media (e.g.,
a 30-second TV promotion or a Google Ad), had media (e.g., transparency through
the association's own site), and secured media (e.g., customer sharing of information
on Twitter and Facebook). Various wellsprings of information for purchasers, like
verbal trade or review locales like Yelp, can reduce the necessity for regular
publicizing or improve its suitability. These store choices can leave advancing
overseers feeling stifle.

At the point when the travel service improving Effectiveness of Display Ads
Companies frequently utilize relevant promotions, advertisements that match the site
subject—to improve a showcase promotion's adequacy. For instance, the movement
spots can be show and survey site is probably going to perform better in light of the
fact that it not just effectively draws in the objective client (an individual who is keen on
movement objective) however may likewise give valuable data to the customer.
Another approach to improve adequacy is to utilize an exceptionally apparent
advertisement, typically a spring up or an auto-play. Despite the fact that purchasers
frequently discover them irritating, high-perceivability media are viable in commanding
shopper notice. Be that as it may, they don't contribute steadily toward advertisement
viability if a promotion is as of now contextual.16 Retargeting promotions are show
promotions appeared to buyers who have recently visited an organization's site. For
instance, if a shopper took a gander at a couple of Skechers shoes at Skechers.com,
that visit made a treat. In the event that this buyer later shops for books or peruses the
news, a retargeting promotion dependent on that treat may seem to remind the
customer about Skechers. Retargeting advertisements work best when the buyer is
effectively looking in the item classification.
 b) Identify two (2) challenges Go for Gold Travel’s management may face
while implementing your proposed strategy. How do you propose to
counteract those identified challenges? Use examples to strengthen
your discussion. (20 marks)

Online-Offline Interaction
Most companies use both online and offline channels for marketing. This poses two key
challenges for managers:

(1) Understanding the interaction or potential synergy between online and offline marketing

(2) Assessing the impact of online marketing on offline purchases and vice versa (also called
omnichannel shopping). Synergy between Online and Offline Marketing. Consumers base
purchase decisions on both online and offline information. One study found that in-store nd other
offline interactions were as important as online interactions and word of mouth across many
product categories. In fact, an offline experience at a retail store was ranked as most influential
for consumer purchase decisions where personal fit was important and where real-life
experience was especially valuable

Self-selection is not the only challenge in measuring the effect of social media. A second
challenge is due to homophily, which means that people with similar preferences tend to belong
to the same social community or group.

The new challenge for marketers

How to encourage consumers to download the app for their brand. A typical consumer has no
incentive to download an app for travel agency instead of website, for example, and the
traditional ways to reach consumers through online banner or display ads don’t seem to work on
smartphone

Managing Social Media

Web-based media can be a two sided deal. From one perspective, customers can advance a
brand and offer data and substance with different purchasers, creating mindfulness and good
inclination for an organization.
Then again, customers can thinktheir negative encounters openly. At the point when this
negative verbal hits home in an interpersonal organization, it can immediately fan out quickly
and turn into an advertising calamity. To start with, screen size matters. With more modest
screens, individuals are less disposed to peruse for extensive stretches. This makes cell phones
generally appropriate for outwardly rich substance, for example, photographs, guides,
recordings, and games. Facebook is progressively depending on photographs and recordings,
rather than text, in its newsfeed and on Instagram. Second, cell phones give important area data
about customers that organizations can use to refine focused on promoting messages.

Third, portable offers purchasers simple admittance to data about cutthroat costs and client
surveys about an item while they are shopping in a disconnected store. This value
straightforwardness has made a critical test for some retailers. Various US retailers have
confronted the negative primary concern impacts of "showrooming," whereby buyers experience
an item in a store, check its cost on Amazon.com on their cell phone, and wind up purchasing
from Amazon. Fourth, in contrast to work areas or PCs, where most purchaser time is spent
riding the web, 90% of the time buyers spend on cell phones is dedicated to utilizing
applications, not perusing the web. In this manner, show or search advertisements that
functioned admirably on work areas or workstations will come to a cell phone client just 10% of
the time. This requires a change in versatile computerized technique

Question 2

Outline the key metrics, both quantitative and qualitative, that Go for Gold Travel
management should use to demonstrate the success of your proposed strategy.
Incorporate examples to strengthen your discussion.
(20 marks)
Measuring Social Media

It is difficult to quantify the effect of online media on deals, so most firms use measurements like
number of supporters, fans, shares, "likes," and so on, as substitutes for the achievement of
their web-based media crusades. Organizations regularly convert these measurements into the
measure of cash they would need to spend to uncover a comparable number of clients to their
message a proportion of alleged acquired media.
The buyer may see a retailer's online promotion and choose to visit that retailer's actual store to
purchase the item. For this situation, the basic measurements of CTR and change rates
altogether disparage the viability of online promotions. Or on the other hand consider a wonder
organization that has on the web and disconnected stores. Advertising stages, for example,
Facebook can help: IKEA ran a test and found that there was a 11% expansion in store visits
among shoppers who were shown Facebook promotions versus an indistinguishable benchmark
group who were not shown advertisements.

Estimating disconnected changes, Michael Kors reasoned that Facebook advertisements

represented a 31% expansion in its in-store transactions. Customer Lifetime Value Although
numerous organizations actually measure the adequacy of their online promotions utilizing
navigate rates, examines show that CTR doesn't generally correspond with profit from
speculation. Organizations thusly need to move past CTR and rather assess the viability of
advertisement crusades based on their effect on deals or benefit. Gaming organizations recently
estimated the viability of their advanced missions based on cost per introduce (CPI) of their
games by a portable client. Notwithstanding, throughout the long term the business understood
that greater part of the games hold just 35% of the players after the very first moment, and a
faltering 94% of players will in general forsake a portable game following a month.

Maintenance of players isn't the lone issue confronting gaming organizations. Most games are
allowed to play and are adapted just when players purchase in-application money, weapons, or
different ancient rarities. However, under 4% of players burn through cash on these games.35
Digital channels may look successful in light of CTR or CPI, yet that may not be the ideal
methodology in the event that they don't draw in the drawn out paying clients. Accordingly, the
gaming business presently centers around CLV in evalauting the viability of its advanced
missions. A shift from CPC to CLV may likewise change the spending assignment to different
promoting channels. For instance, a bank may find that it is less expensive to procure new
clients through online channels than through conventional channels, which may urge the bank to
move promoting assets. Yet, it is additionally conceivable that the clients gained through online
channels are more value touchy, since they like to look around.
Question 3

Outline the Business Model Canvas (BMC) components for one innovative mobile
application project helping Go for Gold Travel to achieve competitive advantage.

The way toward dispatching another undertaking or startup that arrangements with
portable application improvement is, when in doubt, joined around every key angle:
the task thought, the system by which it works, the standard of spending designation.
An application plan of action material is a phenomenal visual instrument that portrays
the incentive of your item, its design, your clients, and the monetary piece of your
business. This chart permits you to record the whole state of your plan of action.

Cell phone shipments expanded essentially a year ago, and are anticipated to
increment again this year and Apple have biggest piece of the pie, however there are
an expanding number of contenders entering the market to give more alternatives to
more individuals. Individuals are going to innovation to design trips, and for assets
while voyaging. It isn't utilized only for movement booking, yet for some different
perspectives while in a hurry (refer to all) Social media permits considerably more
criticism from clients pretty much everything identified with movement (Offutt, 2013)
Laptops are getting less mainstream than cell phones, and the equivalent could occur
with hands free gadgets and different alternatives.

The virtual visit experience Uses an application on cell phones Users follow pre-
planned "visits" Multiple selections of visits dependent on different elements Basic
Idea. This item gives the clients another worth by giving a client made encounter, not
simply following a local area expert Also, it ensures that investigating freely will in any
case bring about discovering intriguing spots. Cost is decreased to client by not
paying. Cost is diminished to the organization by not paying local area experts for
each visit. The Strategy Canvas is one of the crucial instruments of the Blue Ocean
Strategy.
Income Models Type
 Characteristics
 Sell the application
  Sell it one time
 Sell per "visit"
Sell it for a specific time frame limit (like a permit) Advertising
 Incorporate publicizing into the interface and gather cash from the
promoters Sponsorship
 Organizations will pay to have the application carry clients to them (for
example a visit begins/closes at a café) Freemium
 Offer fundamental administrations for nothing, however charge for
better administrations. For instance:
 Essential visits could be free, yet there could be membership choices
for different visits
 The capacity to get additional highlights (for example transfer/download
abilities)
 Limitless use (just permit a specific measure of free use) o Better
profile (for example permit to associate with others)

(20 marks)

oOo