Analysis
These two industries show some differences in their digital marketing mix. For example, the luxury industry seems to heavily rely on websites while deserting other digital means whereas travel related companies seem to use a well balanced mix of all technologies. According to the report, the luxury industry marketing communication is mostly done on websites that are using massive flash animations inaccessible for mobile users. These companies are still reluctant to use social medias maybe because of the nature of their business. Luxury is difficult to socialize without losing the exclusiveness of the brand!
The travel industries, on the contrary, seem to have understood that digital marketing can help them reach tons of potential buyers while saving money! By using social websites such as Facebook, mobile apps to reach frequent users and digital marketing to create events, travel industries have achieved great success. Again, this could be due to the nature of the business. Unlike luxury industries, travel industries should try to reach as much customers as they can. Planes, hotels and even cruises have almost become common products that face fierce competition among each others. What a greater way to differentiate myself from my competitor than launching a fancy mobile app ?
We can therefore see, according to the report, that top 3 Digital IQ companies view social medias as a way to reach new clients but also as a way to strengthen even more the relationship that they have with their frequent users. Using Twitter to rebook flights, offer real time info (free of charge) and even post reviews really is perceived by customers as a "Service Plus".
These two industries show some differences in their digital marketing mix. For example, the luxury industry seems to heavily rely on websites while deserting other digital means whereas travel related companies seem to use a well balanced mix of all technologies. According to the report, the luxury industry marketing communication is mostly done on websites that are using massive flash animations inaccessible for mobile users. These companies are still reluctant to use social medias maybe because of the nature of their business. Luxury is difficult to socialize without losing the exclusiveness of the brand!
The travel industries, on the contrary, seem to have understood that digital marketing can help them reach tons of potential buyers while saving money! By using social websites such as Facebook, mobile apps to reach frequent users and digital marketing to create events, travel industries have achieved great success. Again, this could be due to the nature of the business. Unlike luxury industries, travel industries should try to reach as much customers as they can. Planes, hotels and even cruises have almost become common products that face fierce competition among each others. What a greater way to differentiate myself from my competitor than launching a fancy mobile app ?
We can therefore see, according to the report, that top 3 Digital IQ companies view social medias as a way to reach new clients but also as a way to strengthen even more the relationship that they have with their frequent users. Using Twitter to rebook flights, offer real time info (free of charge) and even post reviews really is perceived by customers as a "Service Plus".
Thanks for your analysis + posting on time + on topic.
RépondreSupprimerYour blog background picture is beautiful.