Angela Garrido Aguilar Marta GarcĂa Galvez Natalia Medina Peinado
INDEX A.1 The use of new technologies in the tourism marketing in Spain. B.1 The utility and how can help the use of new technologies in the tourism marketing in Spain. C.1 Examples of Spanish tourist companies that commercialized their product in the internet. C.2 Valoration of the importance of commercialized products in the internet for these companies. D.1 Data Base of the tourist companies of Granada. E.1 More important aspects of the Data Protection Law that can affect to the Data Base. F.1 Commercial study of the companies of d.1 F.2 Competitive Adventage that offer each of these companies. G.1 Factors that influence the direct marketing . H.1 Guidelines for the development of a strategy for direct marketing. H.2 Companies with profiles in Social Networks and mobile apps.
A.1 The use of new technologies in the tourism marketing in Spain.
impact on our peers and their future travels. Indeed, social media plays a substantial
According to the United Nations World Tourism Organization (UNWTO) Themis Foundation, “Social media plays an important role in the tourism sector. The dissemination of facts, messages, opinions and pictures through Twitter, Facebook, Blogs, Flickr and other platforms has gained importance when reporting an event." This institution adds that “Consumers as well as journalists are using these platforms to retrieve information while companies and destinations are learning to work with them in an adequate and professional manner.” The 4 main are Social Networks,Blogs,Mobile apps and Webpages. Social networks One of the phenomena of modern days - social media - has had a huge impact on all walks of our lives including the tourism industry. We, as customers, frequently rely on social networking sites to discover and learn about new travel destinations and to make key decisions when planning our trips. We share our travel experiences, impressions and special moments online, but also our opinions about hotels, restaurants, airlines or even car rental services, all of which has a direct
role in many aspects of tourism, particularly in information search and decision-making behaviors, tourism marketing activities and in focusing on best practices for interacting with customers. Also, travel and tourism depend to a high extend on the word of mouth – opinions, recommendations and comments on social platforms such as Facebook, LinkedIn and Twitter enable customers to share suggestions and tips. Majority of customers acknowledge that they tend to trust earned media, which includes recommendations from acquaintances, friends and family members, rather than any other form of advertising. In addition to that, customers are prone to like photo posts on Facebook and to get inspired by magnificent views for their holiday choice and travel plans. Even when not fully aware of it, our “likes”, comments and discussions may affect
our travel decision making.
The variegated nature of comments
One cannot deny that social media
and negative feedback complicate the
platforms are a powerful tool and their
issue of damage control. A major step
influence on tourism sector is likely to
in online media reputation
grow in the upcoming years. Not
management is knowing what is being
acknowledging and adopting to the
said about your brand, company or
ever-growing impact of social media on
services online.
tourism industry, but utilizing only old-
2. Social media as a customer service
fashioned marketing methods will
channel. People are using social media
eventually have a highly negative
before, during and after they travel to
influence on one’s business.
share their experiences, pose questions
Thus, professionals working in the
and expect instant responses. Social
tourism industry should pay special
customer service is becoming a new
attention to the main trends in the
and critical channel to drive positive
social media landscape, identified by
feedback and satisfaction. As such,
The Dunloe Hotel: online reputation
social media allow tourism
management (ORM), social media as a
companies to display customer service
customer service channel, inbound
while listening and engaging with what
marketing and search engine
customers are saying.
optimization (SEO)
3. Inbound marketing is attracting
1. Online reputation management.
travellers. In our digital world, the key
ORM is used to refer to managing
point of marketing is to be found by
search results for brand queries and
customers. In order to be found, you
negative reviews on social media. With
will need to develop a compelling
the advance of social media platforms,
content strategy that would encourage
the power has shifted from businesses
and facilitate the sharing of reviews,
to customers, which has
comments, stories and photos from
made reputation management
users. This can be achieved through
particularly difficult for the companies.
blogs, podcasts, videos, e-newsletters
and other forms of content marketing.
Suffice to say that social media has
Of course, you should strive to create
influenced and changed practices in the
your own original content that would
tourism sector. With the above-
retain the existing customers and
mentioned trends on the social media
attract new ones.
arena, the tourism industry can gain
4. SEO is a powerful tool. It is also a
considerable advantages. The overall
critical strategy for all types of
piece of advice for
businesses that want to gain and grow
professionals working in this sector is to
their companies and services. One of
use the social media as a way to get as
the mistakes travel marketers commit is
much feedback as possible and utilize it
that they tend to optimize their travel
as a source of improvement of one’s
site for search engines and not for
products or services.
people. The trick in not to gain the attention of the search engine but to provide travellers with information they are searching for at every stage of the travel planning process. Search engines regularly update their algorithms to provide results that are more authentic. For example, Google gives priority to sites with innovative, highquality content, attractive design, relevant inbound links and a strong social media presence. The key point is to focus on the bigger picture and try to optimize your travel site in such a way so as to obtain the maximum targeted traffic through search engines.
Mobile apps Digital consumption today is very different from what it used to be, even a few years ago. The use of mobile devices is on the rise and the situation is no different for the tourism industry. Additionally, it might be even more deal-breaking since people use various devices to book their airplane tickets and hotel rooms. Due to that fact, there is an emerging trend of mobile-only travel agencies (MTAs). These companies offer travelers the ability to book tickets through downloadable mobile/tablet-exclusive apps. Although
currently most of those services are focusing on tonight-only bookings
Blogs
made by travelers on the go, in the future, we can expect to see an emergence of full-service mobile travelling agencies. Otherwise, successful last minute booking apps can also get acquired by larger web companies the same way ReallyLateBooking.com became a division of a popular booking service Hot Hotels. . Marketing experts have realized that
In the tourism industry, blogging has to be one of the most important tactics in being able to tell your story, and engage your Ideal Customers in your brand. Blogs are essentially the vehicle for the content that you produce and share in your social media accounts, and also in yourenewsletters to your customers. Blogging is one of the most influential marketing tactics you can invest in when it comes to generating bookings and sales for your business, because they generate more traffic to your website, and more leads for your business.
apps and sites work best together to provide customers a complete mobile experience. It has already been proved that mobile-compatible sites are a necessity for businesses that rely on local traffic. For example, website design frameworks such as Bootstrap and Drupal allow the creation of web pages that dynamically adjust to keep high-quality user experience, no matter if the page is viewed from the desktop, tablet or mobile. Since you want to offer your customers the best experience, create a useful and loyal app that is convenient, userfriendly and personalized.
We have also know: • Small business with blogs generate 126% more leads • Companies that have a blog have 97% more inbound links • Websites with blogs have 434% more indexed pages
Some of the reasons of why is blogging so critical for tourism are: -Having a blog is a great vehicle for adding fresh content on your website which search engines love, so it will help your website to potentially rank higher in search results. Your blog is also likely to turn up in searches by your Ideal Customer who is looking for information/products around your blog topics.
-You own and control your blog content on your own piece of real estate (your website), unlike content you create on social media. For example Facebook are always changing their rules and are making it harder for your content to show up in your followers news feeds, whereas you know visitors to your website will always be able to see your blog content. -Blog posts are evergreen content. This just means they are always on your website for new visitors to see. Whereas content you create and share only on email or social media only has a very short life. Once your customers have read an email update or seen a social media post from you, in only a few seconds they have moved onto their next email or social media post! Blog posts are also really easy for you or others to share, which is a great SEO tactic! -Attracts more quealified visitors to your website.When you share your blog articles through your social media platforms and email updates, people physically have to visit your website to read the blog article. Once you have these people (who are already engaged with your brand) on your website, you have an excellent opportunity to engage them with your product offering, and have a greater opportunity to convert them into a paying customer! -It is shareable content.When you create and share awesome blog content that connects with your Ideal Customer, they will hopefully share it, helping spread the word further about your product or service, as it will bring more
people to your website to read your blog post.
-It builds trust and loyalty with your customers.Writing your own blog is a great excuse to keep in touch with your new and past customers. When you create a new blog article make sure you share it on your social media and send it out via your enewsletter, as this will help to keep your business top of mind (brand awareness) and also remind customers about your product or service for when they are ready to buy for the first or repeat time (brand loyalty). -Positions you as a regional expert.A blog helps position you as an expert in your region and helps you stand out from your competitors. Imagine you were comparing two accommodation providers – as far as their product offering was concerned they were basically the same, the only difference is one had a really helpful blog articles on their website, while the other didn’t. Considering visitors are always looking for an exclusive experience, being hosted by someone who seems to ‘know their region’ would be a far greater appeal than not. WEBPAGES In recent years, the Internet has had a major impact on consumer information search behaviour and has become one of the most important sources of tourism information The Internet is believed to enhance information processing and consumer decision-making by providing the right information. It provides touris ts with access to relevant information
on destinations around the world,enables direct communications with tourism suppliers to request information, enables easy and fast booking and empowers consumers to develop and purchase their own itineraries at any time and any place
Furthermore, the advantages of online tourism information search include relatively low cost, customised information, ease of productcomparison,interactivity, virtual community formation, and 24-h accessibility . Destination websites are visited across the first, early and middle stages in the pre-trip planning course and "the ultimate goal of the websites offered by destination marketing organisations (DMOs) or travel businesses is to inspire potential travellers to purchase a travel-related product." However, tourists’ preferences for information content differ depending on the destination levels.It is important to present as much information as might be required by the potential tourists on an event Web site . Attention should be paid to the functionality and content of websites, as these represent critical success factors and help to attract a greater number of tourists . DMO websites should be functional, simple, and aesthetically pleasing . However, this makes it all the more crucial to establish the importance of certain types of information to consumers searching the Internet and DMO websites during the vacation planning stage. Based on this, the objective of the research is defined as follows: To establish the importance of certain information posted on DMO
websites to consumers in the information collection phase of selecting a travel and vacation destination. Booking engines to allow easy access by consumers and travel professionals; the systems enable individuals to make reservations and compare prices. Many, like Expedia and Orbitz, are available through online interfaces. Booking engines cut costs for travel businesses by reducing call volume and give the traveler more control over their purchasing process.
Other relevant examples
Specialized software systems A significant number of hospitality businesses -- one survey of a group of marketers put the figure at 94.3 percent -- attempt to increase productivity by learning their guests’ predilections. The use of special data collection software is an effective means of discerning guest satisfaction. Several types of software on the market can serve this purpose. For restaurants, for example, computer programs can glean data from people who make reservations, such as the type of wine preferred or any indication of allergies. Bartenders can track customers' drink orders and use the information to have a customer's favorite drink prepared even before it's been ordered. Many hotels employ similar software to capture information ranging from which board games children in a family enjoy to details about a pet that accompanies the family. Online surveys are also popular, as are
other online systems enabling customers to write reviews about their visits. Databases created using readily available spreadsheet programs may be used to compile collected information, which is reviewed in advance of every subsequent visit. For example, if a hotel visitor indicates on a survey card that he is allergic to feathers, the hotel may provide a nonallergenic alternative -- an accommodation likely to ensure his return. Is important to know the limits, for example one hotel searched online for - and found -- a photo of a family of arriving guests, framed it and placed it in the room as a welcoming gift to encourage the guests to feel more at home. That might be appreciated by some, but it could be perceived by others as an egregious invasion of privacy. http://gpsgotravel.blogspot.com.es/
GPS is a relatively old technology but it is continually being upgraded and incorporated into new business ventures that change the way business is conducted. There is no clearer indication that this technology is here to stay than to look at its growth in the Tourism industry. But to first understand why the growth of this technology is happening we must understand it. Innovation Description: GPS, developed by the United States Department of Defense, is a satellitebased navigation system that can generally pinpoint the users' location within 15 meters. GPS uses signals from 3 or more satellites to determine the
users location; it updates a traveler's position and gives information about the track and speed of a journey, usually providing a cartographic feature that displays the position on an electronic chart. As many as 30 GPS satellites, flying at altitudes near 20,000 km, emit coded, high-frequency radio signals that contain information about their exact orbits and the time of their on board atomic clocks. The GPS receiver compares arrival times from 3 of these satellites, and measures time delays between the satellites' emissions and the GPS' reception to determine the location of the GPS user by a process of triangulation. Rate of Growth: That means that anywhere you are on this globe your position can be pinpointed within about 10-15 meters. This is exceptional news for businesses in almost every sector of the tourism industry but I wish to highlight a few examples: - Transportation: Has been incorporated into rental vehicles for all purposes of travel (highway, city, back country and off-road). There are only a few companies such as Gypsy in Canada that gives its consumers audio commentary, exact directions, images as well as recommendations for restaurants and hotels, shopping, ect....Once this gets moved to the mass market, self guided tours will become the way to travel, at your own leisure without the annoying large tour groups and frustration that missing your turn can cause. This technology gives round trip guidance with up to date business information. Geovative.com also allows
you to create your own route and upload it onto any compatible device so they can be highly customized for any trip. - Tour Directing: There is a company out of Markham, Ont. called Audioconexus, a Media and Entertainment company, that helps tourism attractions and sightseeing companies increase sales and attract new customers from key domestic and international markets, enhancing vacation experiences by providing market leading location specific, GPS (Global Positioning System) guided audio tours in multiple languages and/or topics simultaneously. Potential Impact on the Tourism Industry: - The growth in this technology is also being pushed faster now that it has been shown to increase sales of companies that have used GPS as well as companies that advertise along with it. Google maps and yahoo are selling space to companies that want to get recognition when travelers are browsing the maps, passing them by, or asking for recommended businesses on a certain topic.
QR CODE
It is a common question from my tourism and destination peers‌have you seen a great tourism QR campaign? And while truly great QR campaigns are tough to find, there are a few good examples of QR done right.
Below, we have highlighted four of our favorites. Tourism QR campaigns that utilize the unique abilities of the 2D barcode by enhancing the consumers experience, rather than simply using the technology for the sake of technology.
From walking tours to signage, four examples of tourism QR code campaigns.
Hugman River Walk Tour
A perfect blend of location-based information, rich content and mobile access, the River Walk Tour takes visitors to San Antonio on a self-guided walking tour of the famed River Walk area.
In this case, the use of QR is an ideal solution for delivering additional content such as photos and audio recordings to visitors who are literally in the middle of a sidewalk. Additionally, the proper use of a QR code will help CVB officials learn how often people are taking the tour, potential hot spots and walking patterns.
While data is great, the best part of this campaign is the simple connection between a real-life environment, the history of the location and the ability to enhance a visitor’s experience via rich media on a mobile device.
Including a QR code on the dinner menu.
A simple idea that can be traced back to the availability of solid and interesting content. For the Radisson Edwardian group in the UK, the interesting content just happened to be video of chefs preparing the seasonal special.
Diners scan and learn how their meal was prepared from the head chef.
If you are a local restaurant, ecotourism attraction or just a boutique establishment, think about how a QR code could enhance your product through interactive storytelling.
Glendale CVB
A QR code just below the hours of operation listing provides those latenight tourists with a quick link to the informative mobile site.
Rather than a promotion or coupon, the QR code provides useful information even when the visitor center is not staffed. Plus, the connection is made to the mobile site for the CVB, rather than the full website.
That personal visitor center experience is only a scan away.
The World Park
B1 The utility and how can help the use of new technologies in the tourism marketing in Spain. PDF USE OF NEW TECHNOLOGIES IN MARKETING Use Of New Technologies In Marketing & Research
Hands down, the best tourism / place QR code campaign I have seen to date. Centered around, well, Central Park, and National Arbor Day, the World Park campaign creates a truly interactive environment in one of the world’s most social place.
https://www.linkedin.com/pulse/impac t-social-media-tourism-industryliudmila-kazak http://www.hospitalitynet.org/news/40 71855.html https://bib.irb.hr/datoteka/666923.Lon caric_Basan_GligoraMarkovic.pdf
A wave of new technologies exists today to aid marketers in reaching and researching existing and prospective customers. Even tools thought of as "new" a decade ago, such as internet advertising, e-mails, and text messaging, are now seen as the norm or even antiquated. Newer technologies, including GPS, DVR's, social media and smart phone applications, are becoming increasingly important. Two major tools being used today are customer relationship management systems (CRMs) and social media marketing. CRM Customer relationship management systems use technology to organize, synchronize, and automate business practices. CRM systems for marketing help the enterprise identify and target potential clients and generate leads for the sales team. A key marketing capability is the ability to track and measure multichannel campaigns, including email, search, social media, telephone, and direct mail. Metrics monitored include clicks, responses, leads, deals, and revenue. In a webfocused marketing CRM solution, organizations create and track specific web activities that help develop the
client relationship. These activities may include such activities as free downloads, online video content, and online web presentations. A certain amount of marketing information is being gathered all the time by companies as they engage in their daily operations. When a sale is made and recorded, this is marketing information that's being gathered. When a sales representative records the shipping preferences of a customer in a firm's CRM system, this is also marketing information that's being collected. When a firm gets a customer complaint and records it, this too is information that should be put to use. All this data can be used to generate consumer insight. However, truly understanding customers involves not just collecting quantitative data (numbers) related to them but qualitative data, such as comments about what they think.
Social Media Marketing Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing involves using peer recommendations, building brand personality, and addressing the market as a heterogeneous group of individuals. It also uniquely encourages customers to create their own content and buzz around a product. In other words, programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. Hence, this form of marketing is driven by word-of-mouth; this means it generates results in earned media rather than paid media.
Some examples of popular social media sites are: Twitter Twitter allows companies to promote products on an individual level. The use of a product can be explained in short messages that followers are more likely to read. Messages can link to the product's website, Facebook profile, photos, videos, et cetera. This link gives followers the opportunity to spend more time interacting with the product online. This interaction can create a loyal connection between product and individual and can also lead to larger advertising opportunities. Facebook Facebook profiles are more detailed than Twitter. They allow a product to provide videos, photos, and longer descriptions. These also can include testimonials, as other followers can comment on the product pages for others to see. Foursquare Foursquare is a location-based social networking website where users can check into locations via their smartphones. Foursquare allows businesses to create a page or create a new venue or claim an existing one. A good marketing strategy for businesses to increase footfall or retain loyal customers includes offering incentives like discounts or free food/beverages for people checking in to their location,
or provides special privileges for the mayor of that location. LinkedIn LinkedIn, being a professional businessrelated networking site, allows companies to create professional profiles for themselves as well as allowing their business to network and meet others. Through the use of widgets, members can promote their various social networking activities, such as Twitter stream or blog entries of their product pages, on their LinkedIn profile page. LinkedIn provides its members the opportunity to generate sales leads and business partners. Using Social Media for Event Promotion.
https://www.boundless.com/marketing /textbooks/boundless-marketing...
31033.html Technology plays an important role in the hospitality and tourism industry. Both customers and businesses can benefit from advances in communication, reservations and guest services systems. Technology allows continuous communication and streamlines the guest experience, from reservation to checkout. Internet The Internet has a powerful impact on hospitality and tourism. For many businesses and locations, the experience starts long before a traveler arrives--it begins with the first visit to the website, when a person sees photos of the location and gets a sense of what to expect. In the hospitality and tourism business, effective use of Internet technologies can improve revenue. Websites, blogs, online advertising, social media, online ordering and information repositories all help convince customers to choose a location or business. Reservations Systems
PDF WHY APPS MAY BECOME MORE IMPORTANT THAN YOUR WEBSITE
-We are spending more time online -We are spending much of that digital time in mobile devices -Most of that mobile time is spent in apps
Booking engines to allow easy access by consumers and travel professionals; the systems enable individuals to make reservations and compare prices. Many, like Expedia and Orbitz, are available through online interfaces. Booking engines cut costs for travel businesses by reducing call volume and give the traveler more control over their purchasing process. Computer Systems
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- - - - -
http://smallbusiness.chron.c om/technology-usedhospitality-tourism-
Because many tourism businesses are large and dispersed, they use computer systems to stay connected. Computer systems allow communication between branches and locations which makes it easier to streamline reservations and cross-company policies. They are also used internally to keep all of the staff on the same page and
make it easier to access information that can improve the guest experience: guest preferences, housekeeping information and reservation details can all be kept on a single system. Mobile Communication Many travelers take some form of mobile communication device with them on the road, whether it is a tablet computer or a mobile phone. To keep customers advised of changes many tourism and hospitality businesses use mobile communication; they send delay notices, offer deals and sponsor location-based advertising. Depending on the type of business the communication might happen through emails, text messaging or GPS tagging, for example.
http://www.tourismandmor e.com/tidbits/tourism-in-aworld-of-technology/ The hospitality industry composed of tourism and travel is facing a quintessential question. Technology has the great advantage that it allows tourism industries to replace expensive human labor with technological labor, thus not only reducing labor costs but also avoiding issues of customer service. Yet technology may produce a whole new set of unintended consequences. How does it draw the line between technology and personal service? There is no doubt that technology plays an important role in tourism and travel. Most of us are now used to booking our airline reservations on line, dealing with telephone trees and other cost saving devices. These technological advances have allowed corporations to save on manpower while at the same time empowering customers to make their own decisions. On the other side
of the equation, travelers use more technology then ever before and often the tourism industry has taken advantage of this desire (need) to stay in touch with its clientele. Most of us are now used to being almost harassed with on-line surveys or computer driven telephone calls. Now we have entered into the world of e-marketing, a system that may be called an advanced form of “spam.” Although many hotels do provide free internet services, many of the “better” hotels have added additional charges for local calls, for internet access and a per page fee to receive a fax. These additional charges combined with less personalized service often means that travelers have the idea that technology has become a one-way street. Technology is used to provide less personalized service and at the same time to generate additional revenue at hotels, on airplanes, and at transportation hubs. Despite the misuse of technology, tourism and travel are highly dependent on technology and its use has made life a whole lot easier. There is no doubt that the cell phone has become a major part of our lives. And although technology etiquette may lag behind technology machinery the inconvenience of someone speaking too loud on a cell phone is more than outweighed by the safety, security and convenience that cell phones bring to most of us. On the other hand, technology’s growth has allowed worldwide terrorism to attack the tourism industry. Cell phones can save lives or detonate bombs; air conditioning units serve to make life bearable in hot climates, but also pollute the atmosphere and can be carriers of disease. The dawn of the computer age permits us to know weather forecasts around the world, allows business
travelers to stay in touch with their offices and to supersede the problem of cross time zones negotiation, but can be used to destroy air travel. Technology then has become a mixed bag for the tourism industry. It creates a great deal of conveniences while at the same time has been used as a way to increase revenues and to lessen customer service. The world of technology has made air travel safe and abundant but has also brought about the need to go through long security lines and daily hassles. Certainly, some parts of the industry have begun to use technology prudently. When used ethically, technology can be a great help in increasing our communication and security. If on the other hand technology is used for selfish or destructive purposes than it can become a nemesis within the travel and tourism industry.
of lettering, and lack of human contact, then technology can be a great time and cost saver. But if the tourism industry forgets the importance of the human element and that tourism is all about the experience then it is making a major mistake.
https://www.maxcf.es/15beneficios-de-las-nuevastecnologias-en-el-turismo/
If we like it or not technology touches almost every aspect of the tourism industry. If we are smart enough to use the benefits of technology such as convenience, speed, and accuracy and avoid some of the pitfalls, lack of human contact, user friendliness, size
http://www.ithotelero.com/noticias/el-77-de-la-pymes-y-grandes-empresas-turisticas-usan-la-redpara-analizar-el-mercado-y-la-competencia/
C.1 Examples of Spanish tourist companies that commercialized their product in the internet.
Barcelรณ Hotels
Sol Meliรก
Wellington Hotel
Tui
Halcon viajes
Viajes el Corte InglĂŠs
C2 When assessing the importance that has to be had in these companies when marketing their products on the internet is important and that the customer has to be comfortable and according to the way to buy and find the product that you want so important is to market these Products on the internet already have the possibility to do anything, any network, blog or any mobile application, even at any time of the 24 hours that has the day and also can do it from anywhere in the world. In addition to being cheaper and effective not having a store in physics and having a smaller investment and being a global medium, can grow faster and attract more people than a physical store. Speaking also of the speed that entails buying online and the wide range of products they can offer, that is, a wide variety of what they want.
By developing an online marketing campaign to promote your product or service, you can significantly improve your consumer reach and cultivate a more personal relationship
with potential customers at a far lower cost than you can with mass marketing. Internet marketing is becoming more and more popular among companies around the world, as they discover the benefits of promoting their product or services online. Unlike mass marketing, which succeeds in piquing the interest of local audiences through ads in newspapers, radio spots and billboards, internet marketing allows you to cultivate a more personal connection with consumers around the world, delivering valuable content through low-cost, personalized communication. By developing a professional online marketing campaign, you can ultimately draw more customers to your business or product, and help your company experience unprecedented growth.
The following are the top five benefits of using an online marketing campaign to promote your business or product.
Convenience – By developing an online marketing campaign, you can essentially be “open for business” 24 hours a day, without having to worry about store hours or overtime wages for staff. Not only is offering online access to your business or product convenient for you, it is also convenient for your potential customers. As more and more consumers around the world rely on the Internet for everything from shopping and entertainment to research and education, there’s no question potential customers will appreciate being able to learn about your business or product online at their own leisure.
Cost – Cost is an important factor to consider in any marketing campaign, and by advertising your product or business online, you can avoid the high costs associated with traditional mass marketing. The cost of starting an online marketing campaign, for example, is only a fraction of the thousands of dollars you would spend on a billboard or radio and television ad, and can deliver long-term exposure rather than short-term results.
Reach – By marketing your product or service online, you can overcome a number of barriers, most notably dishttp://www.doz.com/marketingresources/top-5-benefits-using-online-
tance. While mass marketing practices like advertising on billboards or in the newspaper reach only a local audience, an online marketing campaign can extend your reach across the country or around the world, significantly widening your target audience and improving your opportunity for growth.
Personalization – With a quality Internet marketing campaign, you can tailor your advertising techniques to your target audience, ensuring that your product or service will meet their eye in a timely and concentrated manner. Online marketing also allows you to create a clear-cut communication between yourself and your customers, which can help you build a better online presence and a more trustworthy image.
Social – There’s no question that social media plays a major role in the advertising practices we see today, largely because consumers put a lot of stock in the reviews and comments posted online by their fellow consumers. With social media platforms like Facebook, Twitter and LinkedIn, you can easily incorporate social networking tools into your online marketing campaign and take advantage of consumers’ heavy reliance on social media.
marketing-campaign
E1 Main data protection rules and principles Main obligations and processing requirements Under the Data Protection Act and the Data Protection Regulations, data controllers must comply with several obligations, including: Complying with the principles of data quality. Informing data subjects about data processing on collection. Obtaining data subjects' consent to process their data. Registering personal data files. Implementing security measures to protect personal data, including drafting a security document. Attending to data subjects' rights of access, rectification, cancellation and opposition. Entering into data processing agreements with data processors. Keeping personal data confidential. Security requirements Data controllers and data processors must implement security measures to protect personal data against accidental or unlawful destruction, accidental loss, alteration or unauthorised disclosure or access. The Data Protection Regulations set out specific minimum security measures to be implemented by controllers and processors, establishing three cumulative security levels: basic, medium and high. The applicable measures depend on the nature of the data (for example, sensitive data is subject to all three levels of security). The security measures established by the Data Protection Regulations include specifications on: Access control. Identification and authentication. Incident records.
Management of documents and media. Backup copies. Security officers. Audits. Access records. Telecommunications. All measures must be described in a security document that also specifies the obligations of any employees, agents and contractors accessing the data files, and the structure of the files, including a description of the systems processing them.
Other things that we have to take in mind are : - Be processed fairly and lawfully. - Be obtained only for specific,lawful purposes. - Be adequate, relevant and not excessive. - Be accurate and keep up to date - Not be held for any longer than necessary - Processed in accordance with the rights of data subjects. - Be protected in appropiated ways. -Not be transferred outside the European Economic Area,unless that country or territory also ensures an adequate level of protection.
The data protection officer is responsible for : -Keeping the board updated about data protection responsabilities,risks and issues. -Reviewing all data protection procedures and related policies, in line with agreed Schedule. -Arranging data protection training and advice for the people covered by this policy. -Handling data protection questions from staff and anyone else covered by this policy. -Dealing with requests from individuals to see the data (Company name) holds about them. -Checking and approving any contracto or agreements with third parties that may handle the company’s sensitive data. The IT manager is responsable for : -Ensuring all ystems,services and equipment used for storing data meet aceptable security standards
-Performing regular checks and scans to ensure security hardware and software is functioning properly. -Evaluating any third-party services the Company is considering using to store or process data.For instance,cloud computing services.
The marketing manager is responsable for : -Approving any data protection statements attached to communications such as emails and letters. -Addressing any data protection queries from journalists or media outlets like newspaper -Where necessary,working with other staff to ensure marketing initiatives abide by data protection principles.
http://www.h-alhambrapalace.es/habitaciones/ https://booking.vinccihoteles.com https://booking.vinccihoteles.com/desk/nReservations/jsp http://clubcabraloca.es/categoria-producto/espeleologia
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Activisport: Product: Fantastic adventure activities, routes and training. Price: For example the activities of adventure the price is about 30-50 euros. Place: The products are sold online and with a number and contact email. Promotion: This company communicates through ads on the internet, social networks like facebook, twitter, and youtube. Parador de Granada: Product:In this company sells offers in restaurants and rooms to spend the nights that you want. Price:The average price of a double room per night for an adult is € 299.90. Place: The products are sold online, with the telephone number to call or the option that the parador call you and in the same parador. Promotion: This company communicates through ads on the internet, social networks like Facebook, twitter, pinterest, youtube. Hotel Granada center: Product: In this company sells rooms to spend the nights that you want, you can celebrate events and weddings. Price: The average price of a room is about 70€. Place: The products are sold online, with telephone number to call, in email and in the same Hotel. Promotion: This company communicates through ads on the internet, social networks like Facebook, Twitter and Youtube.
Cabra Loca: Product: Canyoning, via ferrata, climbing, caving, hiking and cycle tourism Price: The price is between 35 € and 80 €. Place: You can buy its services through online, telephone number and contact e-mail Promotion: This company has Facebook page, website official, Instagram ( low activity) and Google+ Alhambra palace: Product: Accommodation and restaurant. Price: The cheaper bedroom is 173€ and the more expensive are 360€ ( without offert or promotion) Place: You can make a reserve in the hotel, contact e-mail, telephone number and travel agency. Promotion: The hotel Alhambra Palace has Facebook, Twitter, Youtube channel, Instagram and official website. Tourist Guide Granada: Product: In this company sells Guides for all Granada. Price: The average price of a guide is about 30-40€. Place: The products are sold online. Promotion: This company communicates through ads on the internet, social networks like Facebook, Instagram, Twitter and Pinterest.
Vincci hotel: Product: Accomodation, conference room and restaurant. Price: The price is between 69,20 € and 199,00€ Place: You can make a reserve in the hotel, contact e-mail, telephone number, and travel agency. Promotion: Vincci Hotel has website official, facebook, twitter, instagram, pinterest and youtube. Granada Travel Center: Product: In this company sells tours and activities. Price: The price is about 30-50€. Place: You can make a reserve online, in the same Granada Travel Center and with a number. Promotion: Granada Travel Center have Facebook. Accesitravel: Product: Travel and tickets. Price: The price is between 14€ and 400 € Place: You can go to the physical headquarter of the accesitravel or make a reserve online or by telephone. Promotion: Accesitravel has Facebook, Twitter and Google+ Cecerone: Product: Excursions and tour guides. Price: Variable Place: Online or number telephone Promotion: Cicerone has facebook, twitter, instagram, foursqare and pinterest.
F.2 Parador de la Alhambra: This parador is in the very heart of the Alhambra and Generalife. Alhambra Palace: Is located in a suitable and idyllic environment. Vincci Hotel: It is ideally located so that both tourist and business travellers can enjoy this historical city. Tour Guide Granada: Provides an informative, educational and entertaining tour of the Alhambra, adjusted to any type of public and at your pace. Club Cabra Loca:A club for all ages, we will process your federative card, with discounts by the Andalusian mountain federation for our partners or partners, you will only pay the rent of the material and the specific insurance of the activity. Activitisport: It is based on the need to practice exercise as a way to improve our physical and mental health. Granada Travel Center:You can book your ticket with time and, if you can, discover the nocturnal visit, very romantic Alhambra in the light of the moon. Granada Center: Ideal hotel to visit the city, in just ten minutes walk these in the center. Breakfast acceptable, with parking.
G1. Factores que influyen en el marketing directo There are a number of ways you can use in direct marketing. Here are the options: Mobile Marketing – sending SMS and MMS, banner ads specially created for mobile devices, etc. •
Email Marketing – sending messages through electronic mail.
• Online Tools – social media, displaying interactive ads on popular blogs, and on search engines, etc. • Direct Mail – marketing through postal service. Customers or prospects are selected on various criteria like consumption behavior, income, age, geographic location, culture, etc. •
Telemarketing – using telephone device to contact customers and prospects.
• Voicemail Marketing – sending voicemail directly to the voice mailboxes of the customers and the prospects. • Direct Response TV and Radio – inducing viewers and listeners of the infomercial to take an action, i.e. call to action. •
Couponing – a way to induce customer actions by an offer such as discount.
•
Direct Selling – selling directly to the customers.
• Community Marketing – disseminating leaflets or such to a specific community where the business is operating.
What are the factors to consider while implementing it? Before developing a direct marketing plan, you are to research the local and international laws pertaining to the specific tool you are going to utilize. For an example, you are calling a person over telephone without his consent. So he or she might be antagonized by your call. So first know the laws. Receivers might mark your message as spamming. So develop a relevant message so that you can overcome it. Customer database is another key point to consider. Know your prospects first. If you don’t know your prospects clearly, your every step will go in vain; a well-developed message will become irrelevant.
Market factors have a direct and lasting relationship on business success. Thus the “Social Market(ing) Factors” you should consider are as follows: 1) Consumer Behavior – not Technology Platforms – consumer behavior should drive all marketing decisions. Far too often, marketers telegraph a marketing strategy to a specific platform because that technology generates much buzz. Understand a) which platform your target audience uses and b) how they use them to shape your channel decisions. But start with a marketing strategy first. One that should include a plan for brand proliferation and word-of-mouth marketing. 2) The Voice of the Consumer is Stronger Than Ever – this and this alone is the key reason why businesses need a social marketing strategy and plan. Undeniable fact – people are likely to talk about your brand. Their voice is more powerful and influential than ever. Yes, social media causes you to lose control of your brand. But it is happe-
ning irrespective of your social marketing participation. Smart marketers recognize this and find a way to influence conversations about their brand. 3) Listening – is more important than ever. The fact that the consumer voice is so strong means you need to listen to them. Learn exactly what they are saying about your product/service, your competition, and the brand category overall. Listening will help you shape your offering to deliver greater value. It will open up opportunities to engage and build strong relationships with your target audience. (See “Social Media Conversation: I Know You’re Talking, But Are You Listening?”.) 4) Reinforcing the Brand in New OPEN Ways – what does your brand stand for? How do you reinforce it? Consider the power of content, engagement, and conversations. All of these are non-advertorial, open ways of building brand relationships. “Open” means not only having a two-way dialog, but also putting the brand in the hands of the target audience to capture both sharing and earned media. 5) Content and Publishing – brands need to think like publishers and produce compelling content. Content that is valued by your target market provokes them to share something about your brand. I am not talking about advertorial content, but rather something that is entertaining and/or informative. Appropriate content marketing yields “associated marketing.” This means your product/service is associated as a strong and leading brand within its industry category. Construct the stories and knowledge behind the brand as opposed to speaking directly about the brand. 6) Curation – Your content is not the only content used to reinforce your brand. Consider curating content that speaks to the interest of your audience and/or reinforces a position that is germane to brand position. 7) UGC – user generated content is potent for a number of reasons. First off, we already spoke about the importance of brand openness. Allowing users to generate brand content is part of this new openness. UGC is most trusted because the content comes from an objective source. Also, users are most likely to share their own content. Thus it is in your interest to have them produce videos, write stories, take pictures, etc. that incorporate your brand. (On the Topics of Content and Publishing, Curation, and UGC see “4 Ingredients to a Winning Content Strategy“.) 8) The Web Being Re-Organized Around People – just think about the Internet today versus 10 years ago. In the past, we would use the Internet almost solely to find information. Now we use it to find out what our friends, family, and colleagues are up to. We use it to communicate and engage with people more than ever. Marketers need to work to be part of this engagement and communication in a natural and authentic way. 9) Mobile – Yes, I know. We’ve been talking about mobile for the past 10 years over and over again. But mobile continues to increase in importance. Not only does it allow us to stay connected everywhere, all the time, but mobile provides a real-time consumer shopping guide at the fingertips of consumers. Shoppers actively seek information while they make purchase decisions. 10) Strong Growth in New Sharing Services – these new services are really apps, but they have one key distinction. They have a sharing component. Take services like Pinterest and Instagram where people share photos and pictures. Spotify and SoundCloud to share music. Look for more services to not only have functionality and utility, but sharing capabilities as well.
11) Fire Hose of Data – the fact that the world is going digital in a big way means an exuberant amount of data is produced. Structured and unstructured data. Valuable and superfluous data. We will continue to see growth and maturity for data support, analysis, and brand action tools in the years ahead. At the same time, marketers and marketing decisions need to be driven by empirical data to yield appropriate consumer insights. Those that take the time to examine appropriate data will have an easier time capturing loyal customers. 12) Metrics Aligned to Overall Business Objectives – I think we are finally going to see a move away from Facebook ‘Like’ being the metric for successful and business-related social marketing results. Social marketers need to identify parameters that can be measured AND relate to overall business KPIs (key performance indicators). (See “Know What Successful Social Media Looks Like“.) All your marketing efforts (social and other) need to be driven by customer insights. 75% of the factors listed above (the first nine items) are driven by consumer behaviors. Only 25% (the last three items) are industry or technology factors. As you build out your marketing strategy, that is the right ratio … 75% should be a function of your consumers and 25% should by a function of technology innovation. Put that all together and you have an approach that is appropriate to how consumers behave with and use technological innovations. It is not about chasing the shiny object, but rather following what shines for your target market.
http://themarketingconcepts.blogspot.com.es/2013/01/direct-marketing-top-factors-toknow.html
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-Include Social Proof as Part of Your Offer: For this context, social media proof is direct or indirect evidence that others endorse your brand and/or offer. Social proof influences buying decisions. Accordingto #Socialnomics 2014, 93% of shoppers’ buying decisions are influenced by social media because 90% trust peer recommendations. But only 14% trust advertisements.Examples of Social Proof derived from social media
sites include: Customer testimonials: Draw testimonials from social media sites where people are talking about your brand. Number of shares or downloads: Display the number of times your offer has been shared or downloaded. Letting somebody see thenumber of shares is another way to show social proof. Embedded social media posts: Monitor social media to find mentions of your offer, brand,products, etc. that reflect positively on your business. You can then insert these tweets,Facebook posts, etc as part of your offer. -Build a Better Customer Profile: Social media sites contain a wealth of information that can facilitate direct marketing efforts. It’s up to marketers to mine social media data for the insights that can help them reach their target audience more effectively. You have to collect information about your customers,after that, you can now devise ways to integrate your offers with the interests of your prospects. The collective data allows you to compile much more complete customer profiles. -Cross-promote Direct Marketing and Social Media: Use social media as part of your multichannel direct marketing campaign. There are many ways to do this, depending on which offline and online channels are used to promote your offer. For example,use social media to create anticipation bytelling customers about an upcoming direct marketing offer. -The Bottom Line: Your customers do not consume information in a “one-channel” world. The more you can integrate your messaging across multiple channels, the greater your opportunity for marketing success. That’s why it makes sense to always consider how to incorporate social media.
– Target your direct mail dollars to your best prospects—your own client list. People who have done business with you in the past are your best prospects for additional business. So, if you have maintained your client list, congratulations; you’re all set to enjoy the benefits of direct mail marketing. If you haven’t, now’s the time to start refining your client data. Of all the variables in direct mail campaigns, the most important by far is the mailing list itself. This is referred to as the 60-30-10 rule; that is, 60% of the success of a mailing depends on the list used, 30% on the offer put forth and only 10% on the creative design. – Don’t forget the important care and feeding of a direct mail list. People move away from your market area in numbers that may surprise you. According to government statistics, one in five Americans change their address each year. That means that a list untended for two or three years will suffer serious deterioration in quality. An easy way to keep your list up-to-date is to request address corrections from
your post office on at least one mailing a year. There’s a small expense for this service, but it’s money well spent. – Spend lots of time developing an attention-grabbing headline. With today’s short attention spans, your headline must give the reader an instant reason to continue reading. If your headline doesn’t do its job, the rest of your package won’t matter. – Try to work in one or more power words in your headline or the body of your main copy. These include: free, new, you, value, yes, discover, introducing, announcing, fast, benefits, money, security, safety, save, results, proven, guaranteed, facts, now, solution and amazing. They work. – Resist the temptation to make your spa name the most prominent element in your package. Your offer and how it will benefit the client is the most important part of a successful direct mail promotion. – Sell benefits, not features. You must give the reader a reason to respond. Tell clients how they will benefit by doing business with your spa. Keep the following reminder in front of you when you are preparing your direct mail copy: Tell me about my lawn, not your grass seed. – You can’t sell if you don’t tell. You must tell your readers exactly what you want them to do. If you want them to telephone for information, tell them to do it, and then tell them again. If you want them to visit your spa, tell them to do it. Clients have more reasons for postponing a decision than you can imagine. Your job is to convince them to act ... now.
http://www.skininc.com/spabusiness/management/marketing/114811899.html https://www.marketing.org.nz/Attachment?Action=Download&Attachment_id=2044