Source: Pinterest
The global travel and tourism market is enormous and it earns over 1.3 trillion dollars of revenue per year of which 755 billion dollars were digital travel sales in 2019. So now we can have a basic idea of the degree of competition it has reached in digital marketing over the past few years.
Thomas Cook tried to digitally transfer their customers to their possible locations but with such fierce competition, every company has to find out some new and unconventional digital marketing strategies to excel. Let us now explore some key strategies for the development of social media and mobile technology in tourism which will lead us to the answer to our previously asked question, that is ''What strategies should Thomas Cook Group plc apply?"
Make the target audience the center of attention:
Without making your customers feel important and valuable you can not make sales. For that you have to identify your audience, you have to have full knowledge about their preferences and demands and you must give them the front. You know what product you sell. So you have to recognize the people who will be interested in buying it. Sometimes it can be old people and sometimes it will be young couples.
You must know the characteristics of the buyers of your products so that you can target more and more people from that category. Sometimes it helps if you put yourself in the buyer's shoes. Try thinking about what you would have wanted to see on a hotel's website if you wanted a hotel or a resort on your vacation and try implementing that.
Utilize every kind of social media platform:
People nowadays have accounts on every kind of social media platform. They try to find holiday destinations and hotels on Facebook, Instagram, Pinterest, and where not. You must have a purposeful social media presence. Opening an account is not enough.
You have to try to engage people with you by constantly replying to their requirements and comments and by offering proper customer care. Do not ignore your emails even. Every exchange has to be a motivation for that customer. You can also go for paid advertising campaigns on Facebook, Instagram, Twitter, Pinterest, etc. You can work with social media impacts to promote your product.
Provide social proofs:
Most of the time vacations are not impulse buys. People plan their destinations, routes, and hotels. Be ready with all the plans to provide them. Have a resourceful website and social media platforms where anyone can see your photos and videos. Keep your review sites impartial. Reply to all kinds of reviews, good or bad. Good reviews are a delight to receive. Reply to those with gratitude and love. Criticisms are also welcome, remember that. Provide your customers with courteous apologies and demonstrate your remedial work. Optimize your content.
Leverage Engagement Data and SEO:
Use tools like Google Analytics and Facebook pixel to analyze your data which will help you to break down your social presence. These dates will help you to understand your audience better and to create more personalized contents which will help you to increase your sales. Search engine optimization or SEO is the key to cutting your campaign costs. Maybe it takes time to be built but after establishing your brand presence SEO will help you to pop up in greater terms and to get organic traffic.
Conclusion:
I would like to conclude this section by saying that digital marketing is about showing off the experience in the utmost possible way. Remember to make sure that your campaigns don't go unnoticed and that a positive impression is made on the customers. Utilize the peak times to create content that touches everyone's desire to go for a vacation. Establish your individuality online to ensure the offline journeys of your visitors so that you can run a successful business.
Written by Jayesh Tibrewal
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