Week-7

Digital Marketing and Artificial Intelligence for the

Hospitality Sector

Presentation Title Arial Bold 7 pt 1

 Learning Objectives

❖ What is Direct Marketing?

❖ What is Digital Marketing?
❖ Benefits of Direct Marketing for Buyers & Sellers
❖ What Is Social Media Marketing?
❖ What is Database Marketing?
❖ What Are the Benefits of Database Marketing?
❖ Describe how marketing organisations evaluate direct and
digital marketing
❖ Gain an overview of the public policy and ethical issues
presented by direct and digital marketing

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 What is Direct Marketing?
Direct marketing is a promotional strategy that involves communicating
directly with consumers through various channels. It aims to target specific
individuals or groups with personalized messages and offers. Companies use
direct marketing to build relationships, generate leads, and drive sales.
Examples of direct marketing include direct mail, email marketing, telemarketing,
and targeted online advertising. This marketing approach lets businesses directly
reach their target audience, measure the effectiveness of their campaigns, and
cultivate customer loyalty.
What is
Direct
Marketing?
.
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 What is Digital Marketing?
Digital marketing refers to the use of digital channels and platforms to promote products or services. It encompasses
various strategies and tactics designed to reach and engage a target audience online.

Digital marketing includes activities such as search engine optimization (SEO), social media marketing, email
marketing, content marketing, and online advertising. With the advancement of technology, digital marketing has
become essential for businesses to effectively reach and connect with their customers in today’s digital world.

It offers businesses the opportunity to target specific demographics, track and measure results, and create personalized
experiences for their audience.
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What Is Digital Marketing?
How can direct and digital marketing help expand
customer bases?
How can direct and digital marketing help expand customer bases?
• Direct and digital marketing can be highly effective in growing customer bases.

• By leveraging targeted messaging and utilizing various channels, businesses can:

1. Reach a specific audience with personalized content
2. Engage customers through conversational marketing
3. Build ongoing relationships with customers
4. Analyze audience response and refine campaigns
 Direct marketing can be an effective way to build lasting
relationships with your target audience and increase sales
while cutting costs. There are also numerous benefits of
direct marketing to customers, such as personalized
experiences and increased convenience.
Benefits of For example, certain promotions may only be available
Direct to consumers who subscribe to a company's email list or
use the coupons available on its website.
Marketing for Deliver a Superior Customer Experience
Buyers • A well-thought-out direct marketing campaign can
improve the customer experience and maximize
conversion rates. Simply put, it's a win-win for both
companies and buyers. This form of advertising allows
businesses to personalize their offers for specific
audiences, making customers feel valued.
 Direct marketing campaigns are a type of promo meant to permit
companies to communicate straight with their target audience,
making use of a variety of media and networks. For example, if
you type “What is direct marketing” into Google, you’re likely to
get lots of information concerning ‘direct-mail advertising’
marketing.

Benefits of Direct mail marketing is considered one of the most typical direct
marketing examples. It entails sending content through the

Direct message to a selection of clients more than likely to purchase from

your brand name.

Marketing for You pick those customers based on crucial attributes like location,

Sellers age range, sex, profession, and much more. Direct marketing is
an excellent method to improve the ROI of your advertising
and marketing budget and make sure that you’re reaching the
best client base.
Nonetheless, due to the fact that direct marketing is an extra
hostile advertising method than inbound marketing, it needs to be
thoroughly intended as well as implemented.
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What Is Social Media Marketing?
Social media marketing is a type of digital marketing that uses social media platforms to promote
your brand and offerings to your ideal customers. Contrary to popular belief, it involves much
more than random posts on your business accounts. An effective social media marketing
campaign requires sound strategy and planning.

Once you create your business profiles, you’ll need to maintain and optimize them. Then, you’ll
want to develop a content calendar that describes what you’ll post, when you’ll post it and where
you’ll post it. Your posts will likely include a combination of text, images, videos and stories that
position your brand in a positive light and capture a relevant audience.

In addition to unique, regular posts, you’ll respond to comments, likes and shares to monitor your
online reputation and hopefully build a community. Depending on your budget and particular
goals, social media marketing might also include paid social ads that allow your brand to appear
in front of the right people at the right times.
 Key Components of a Good Social Media
Marketing Strategy
While it may be tempting to post on a few social media platforms whenever you feel like it, doing so isn’t
recommended. To truly make the most out of social media marketing and increase its chances of success,
you need a solid social media strategy.

Put simply, a social media strategy is a game plan that lays out your social media goals, the tactics you’ll use to
achieve them and the metrics you’ll track to measure performance. Here are the key components of an
effective social media strategy:

• Audience research: Before you post anything, you should have a strong understanding of your particular
target audience. Answer questions such as, what platforms do they use, what type of content do they prefer,
and who else do they follow.

• Brand identity: Determine how you’d like to position your brand when you post on social media and
interact with your followers. Think about the messages you hope to convey.

• Content strategy: Content strategy describes how you’ll use content to grow your brand and attract your
audience on social media platforms. The more specific your plan is, the more likely it will succeed.

• Analytics: Social media analytics is a process where you collect and analyze data from your social media
platforms so you can measure performance and determine how to improve your strategy. Without it, you
won’t know whether or not what you’re doing is working.

• Ongoing activity: Along with most types of marketing, social media marketing is not a one-time deal.
You’ll need to post on it, engage with your followers and optimize your profiles on a regular basis.
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 Customer databases and database marketing play important roles in marketing
intelligence and in building and developing customer relationships for
organizations. Development of customer databases and performing database
marketing are made possible mainly by the advancements in information
Explain how technology. Companies can use customer databases effectively to achieve the
best results.
companies Companies need to know their customers well to sustain in the competitive
business environment (Alani, Kamarudin, Alrubaiee, & Tavakoli, 2019). They
use customer require building customer relationships to retain their customers and to grow
their businesses (Miloloža, 2022). A shift in two dimensions is required to
database in revitalize relationship marketing:
from share of wallet to share of heart as the relationship marketing objective, and
direct and from managing customer relationships to managing contractual or virtual joint
ventures with customers as the process of relationship marketing for
indirect organizations (Sheth, 2017). Research proves that superior customer services
help organizations to sustain, to flourish, and to Grow. Consequently, an

marketing organization and its top management should focus on their customers,
understand their requirements, and should show more attention to their
demands. It is difficult for an organization to sustain and to grow if it does not
have a customer orientation
What is Database Marketing?
Database marketing involves using consumer database marketing
techniques to create personalized marketing campaigns. It relies on
customer information, such as demographic data, customer
preferences, and transaction data, to analyze customer behavior.

By gathering customer data and consolidating it in business

databases, companies can deliver personalized marketing
messages to the right target audience.

It helps improve customer engagement, tailor marketing efforts, and

create customer relationships based on data-driven insights.
 What is
Database
Marketing?
 Database marketing works by gathering and analyzing
customer data, such as demographic data, transaction
data, and customer behavior, to create personalized
marketing messages.
Companies use customer databases to store and
How Does consolidate rich customer data, allowing them to
segment customers based on specific customer
Database segments and consumer behavior.

Marketing Marketing teams then use this information to create

targeted marketing campaigns that engage both
Work? existing customers and potential customers.

By identifying specific customer segments and

leveraging customer data, businesses can
improve customer engagement and tailor marketing
efforts to deliver personalized experiences.
 1. Improved Customer Loyalty

2. Better Customer Targeting

What Are the 3. Personalized Marketing Campaigns
Benefits of
Database 4. Higher ROI and Revenue

Marketing? 5. Enhanced Decision-Making

6. Cost-Effective Marketing

7. Increased Customer Insights

 Describe how marketing organisations evaluate direct
and digital marketing

Evaluating direct and digital marketing results:

●Direct and digital marketing organisations can use a variety of performance measures, both for
individual programs and integrated campaigns
●Key performance indicators (KPIs) vary for different types of e-commerce
●Three major e-commerce options are:○SEO (search engine optimisation) for websites, email, and
social media
SEO (search engine optimisation) for websites
●KPIs include: organic traffic, search ranking, search visibility, conversions, bounce rate, average
session duration and return on investment
Email
●Key benchmark metrics include: open rate, click-through rate, conversion rate, bounce rate,
number of unsubscribes and return on investment
Social media
●Four key feedback metrics can be used to measure a firm’s social media activity:○awareness
metrics, engagement metrics, conversion metrics, and consumer metrics
Describe how Relationship management, performance and customer
lifetime value
marketing ●Customer lifetime value is the amount by which
revenues from a customer over time exceed the costs
organisations of attracting, selling and servicing that customer. The
value of the entire stream of purchases that the
evaluate customer would make over a lifetime of patronage

direct and Evaluating customer database performance

●A rich customer database allows an organisation to
digital build profitable new business by locating good
prospects, anticipating customer needs, cross-selling
marketing products and services, and rewarding loyal customers
●Organisations must manage and curate their databases
(Contd..) effectively and in a timely fashion
 ❖ Public policy issues in direct and digital marketing
●There is growing concern of the amount of data being collected, particularly around:

Gain an overview ➢ audience identification, targeting, tracking

of the public ●Legislators, marketers and consumers are also concerned that the aggressive and sometimes
shady tactics of a few industry participants to bother or harm consumers can give the entire
policy and ethical marketing industry a bad name
❖ Privacy
issues presented ●Privacy legislation will have a major impact on collection and use of consumer data by
by direct and organisations, and on consumers’ rights about that data
➢ ○The European Union introduced the General Data Protection Regulation in 2018
digital marketing ➢ ○The California Consumer Privacy Act is likely to be quite influential as California is the
world’s fifth-largest Economy.
❖ Irritation, unfairness, deception and fraud
●Internet fraud refers to fraudulent activity, including identity theft and financial scams
➢ ○These activities extend to phishing, snooping on online transactions, picking up personal
information or intercepting credit and debit card numbers
➢ ○They can also include the release of harmful viruses, spyware and other ‘malware’
(malicious software)
●Although online shopping has grown rapidly, most participants still do not like giving out
personal or credit
card information while online