DIGITAL IQ

The Digital IQ can be defined as the relationship the companies have with technology in its communication but also the relationship they have with their customers via the new technologies. Digital IQ is a company's competence and skill to use digital tools, in other words its capacity to be innovative, modern and to offer efficient programs.

Digital IQ is an assessment of how well companies understand the value of technology and weave it into the fabric of their organization. Growing your Digital IQ entails more than merely adopting the latest tools or having a large IT budget—it is about integrating technology into the way a company plans, innovates, measures results, interacts with customers, and ultimately creates value.

The components of Digital IQ are Mobile, Site, Social Media and Digital Marketing.

So companies have to be efficient and present on these four sectors in order to improve their Digital IQ.

·                     The Mobile (it represents only 20% of digital IQ activity)

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

Some examples of digital activities on mobile:

- Mobile site:  such as the real hotel website, online :Compatibility, Functionality, Transaction

- iOS Applications (iPhone & iPad):
Available all the time, very popular , and good functionality, iPad Differentiation

- Android & Blackberry:
Availability, Popularity, Functionality

-  Mobile Innovation:
SMS, Geo-local, Instagram,
Other Mobile Marketing Innovation

·                     The Website ( 30% of digital IQ activity)  

"Effectiveness of brand site"

- Interactive  (pictures and videos on the website)

- easy to navigate on (You find directly what you need)

Some examples:

Site Technology

- Site Search & Navigation

- Reservations

- Property Pages and Destination Guides

- Customer Service

-Rewards/Loyalty Programs 

-Social Media Integration 

·                      The social Media ( 20% of digital IQ activity)

"Engagement on major social media platforms, on global and select property accounts"

Some examples:
- Facebook:
"Likes", Growth, Post Frequency, Applications, Responsiveness, Content, Interaction Rate,
F-Commerce
- Twitter:
Followers, Growth, Tweet Frequency, Online Voice
- YouTube:
Views: videos on hotels,(determining point for customers to decide where they will go)
Content, Interactivity : Customers can discuss about their experiences

·                     The digital Marketing ( 30% of digital IQ activity)

"Search, display, and email marketing efforts"

- Search:
Traffic, SEM, SEO, Web Authority

- Display Advertising & Innovation:
Access the website through commercial banners & adds positionned on appropriate Platforms: Pinterest, Tumblr, Google+

- Blog & Other User-Generated Content:
Mentions, Sentiment, TripAdvisor Reviews

- Email:
Frequency, Content, Social Media Integration, Mobile Optimization