Final Exam

Exercice 1: 

Exercice 2: Digital IQ

• Digital IQ is a measure determining how well companies understand the value of technology and weave it into the fabric of their organization.

It not only about using merely using the latest tools or having a large IT budget. It entails actually the ability of integrating and adapting technology into the way a company plans, innovates, interacts with customers and employees, and ultimately creates value.

For a company, growing its Digital IQ can deepen the level of engagement with its customers, employees, and business partners. It helps to improve the return on technology investments by growing the business and by solving business issues.

Hospitality is one of the industry that gone slowly to understand the power of internet and above all, the emergency to integrate it in their strategy.

Actually internet was the first step, but mobiles have totally changed the landscape and the consumption process. Today we are reachable 24/7! Our mobile seems to be an extension of our body and emphasizes the use of digital tools. That is why companies strive to reach and interact with their costumers throughout all those digital touch-points BUT they often launch isolated initiatives. Whereas digital presence should been seen as a whole integrated process. 

• To improve its Digital IQ, companies have to take into consideration four main sectors:

The Website

Should be easy to understand and to use

It has to be interactive

It should integrate an efficient reservation system and links to social medias

The design has to be carefully done

Loyalty programs & customer service should appear

The Digital Marketing

Efforts have to be made to optimize search engine, in order to be well referenced

Banners & ads have to be visible on appropriate and relevant web sites

To be present on emerging platforms such as Pinterest

Companies have to use efficiently the Blog and platform like Tripadvisor as the content is generated by other users

The Social Media

Facebook: The content has to be relevant, with updating it on a regular basis

Twitter: Followers, Tweet frequency, online voice

Youtube: In the case of hospitality business, posting videos can provide future guests a good and more concrete overview of the product

The Mobile

Companies has to provide a mobile version of the website by ensuring the compatibility of it in most of the Smartphones.

IOS / Android / Blackberry applications: Availability, popularity, functionality

Mobile innovation: SMS, mobile marketing innovations, geo-localization.

Exercice 3: Customer discovery path- mini case study

Exercice 4: SoLoMo

  Elements for successful SoLoMo:

Quantitative:

• Objectives
• Interactivity in real time: interesting reward, fun
• TECH + data colection
• Partners: wellknown, points of sales
• PRE - DURING- POST
• MEASURABLE  

 Qualitative:

• communicate in advance
• imaginative "new"
• community expertise value
• trust, reliable

 Characteristics for success: 

• Find the right people according to their preferences & desires
•  Offer an interesting benefit to the audience Identify a relevant place context & define times according to the potential impact
• Keep a simple focus : easy touse Be social & build relationships
• R4:Right people, right activities ,right places and right times 

How could we evaluate the success:

• number of people participating
• communication, advertising, buzz on social media (facebook, Twitter..)
• revenue if the objectives were the sales

Exercice 5: Predictive Marketing

Predictive Marketing is dedicated to help companies utilize the most advanced analytic techniques to market their products and gain a competitive edge. We specialize in providing the marketing expertise that is necessary to make sure that analytic techniques are properly applied, tested and validated, so that you can be confident that your marketing programs will be successful.

 Google Hotel Finder:

Google Hotel Finder makes it easier to compare and book hotels that are found across the web.

Here's what you can do with Google Hotel Finder:

·         Find hotels according to what's important to you, such as price, location, and user ratings

·         Review accurate and detailed information about those hotels

·         View location information to help you decide where to stay

·         Keep track of your top choices in a shortlist

·         Connect with hotels and vendors to reserve a room or ask for more information