- 1. *Last Moment Booking Apps How it is different than Examples:
traditional?- Hotel Tonight- Very Last Room - Fact to be an
application and not a traditional booking Last minute deals
available for the day by day noon websiteUp to 70% discount - no
more marketeasier, very quick and cheaper segmentationBrand portal
also available on Mobile Phones - No statistics for revenue
managersWhat is it and how does it work?For clients:- Hotel booking
application for mobiles- Last minute deals available on the d-day
by noon- DiscountFor hoteliers:- New distribution channel-
Possibility to sell last minute rooms- Growth of the revenue -
Commission payable to the application- Occupancy rate increase -
selling distressed inventory- Reduce average daily rate -
2. Hotel Tonight 3. * SEMSearch engine marketing (SEM) is a form
of internet marketing that involves the promotion ofwebsites by
increasing their visibility in search engine results pages (SERPs)
throughoptimization (both on-page and off-page) as well as through
advertising (paid placements,contextual advertising, and paid
inclusions).Depending on the context, SEM can be anumbrella term
for various means of marketing a website including search engine
optimization(SEO), which adjusts or rewrites website content to
achieve a higher ranking in search engineresults pages, or it may
contrast with pay per click (PPC), focusing on only paid component.
4. * SEOSearch engine optimization (SEO) is the process of
affecting the visibility of a website or a web page in a search
engines"natural" or un-paid ("organic") search results. In general,
the earlier (or higher ranked on the search results page), andmore
frequently a site appears in the search results list, the more
visitors it will receive from the search engines users.SEO may
target different kinds of search, including image search, local
search, video search, academic search, newssearch and
industry-specific vertical search engines.As an Internet marketing
strategy, SEO considers how search engines work, what people search
for, the actual searchterms or keywords typed into search engines
and which search engines are preferred by their targeted
audience.Optimizing a website may involve editing its content, HTML
and associated coding to both increase its relevance tospecific
keywords and to remove barriers to the indexing activities of
search engines. Promoting a site to increase thenumber of
backlinks, or inbound links, is another SEO tactic.The plural of
the abbreviation SEO can refer to "search engine optimizers," those
who provide SEO service.SEO: Search Engine OptimizationSet of
techniques and methods aimed at improving the ranking of a website
in the research that are made by Google...natural SEO.Now, clicks
are concentrated on the first 3 results of the engines. Therefore,
now aim up and over the long term to tryand capture the attention
of Internet users.Today the SEO has become an indispensable tool
for all companies.In addition, customer turns to this new
communication tool to inquire, make purchases online etc... It is
thereforenecessary to be in line with their expectations and above
all to have a presence online. The SEO is at the image of thereal
world. 5. * SEO 6. * Interactive CampaignsWith so many social media
channels, its easy for your social media campaign to get lost
amidst the flood of marketing.So, what distinguishes a good social
media campaign from an awesome one? One way to make your social
mediacampaign stand out is to make it interactive. Give the
consumer an active role in your campaigns implementation,beyond
simply retweeting or liking your Facebook status. Here are some
examples of the best interactive social mediacampaigns:For example:
OfficeMax: Elf YourselfDuring the Holiday season of 2006, OfficeMax
created the popular Elf Yourself campaign. The campaign
allowedanyone to upload pictures of themselves, their friends or
family to be transformed into an animation of dancing elves.The
application took the faces from the users pictures and placed them
onto the body of an elf, after which the elvesperformed a dance to
a familiar Holiday tune. OfficeMax integrated the campaign into the
e-commerce section of itswebsite, allowing customers to share their
animation via email.Whats the connection between dancing elves and
office supplies? There isnt one, really. But the campaign went
viral.It drove tons of traffic to the OfficeMax website and
infinitely improved the companys brand image. The campaign wasso
successful that they have used it every year since, making
improvements to account for innovations in social media.Now you can
share your elf animation on Facebook and Twitter, and you can even
buy elf merchandise featuringsnapshots of your animation. Check out
this snapshot from an Elf Yourself of the Lab42 team:McDonalds:
Pick n Play BillboardIn Sweden, McDonlads created an interactive
billboard to catch passers by and bring them into the store. Rather
thanrequiring people to download an app, their smartphones
instantly detected a signal from the billboard and directedthem to
a website. They were then asked to choose their favorite McDonalds
goodie and play a game using theirphones which they could follow on
the billboard. If they were able to play the game for 30 minutes
without losing, theyinstantly got a coupon on their phone for their
designated goodie. Very usefull to make buzz To promote a new
product To talk about the brand also m&ms campaigns find red !
7. Heres a great interactive outdoor campaign from DDB Stockholm
for McDonalds. Pick N Play offers the user a fun and interactive
challenge where they can play for their favourite McDonalds treat.
Using a large interactive billboard users can control the game via
their mobile phones enabling interaction with the billboard. By
using the latest technology the smartphones geo location verifies
that the user is in the game area, therefore there is no app
download required in order to participate. Players choose their
treats and if they last for more than 30 seconds they win a coupon,
earning them free fast food at a nearby McDonalds. This digital
coupon is automatically sent to the users phone along with
instructions on how to claimExamples Interactive Campaigns:their
McDonalds treat at their nearesthttp://www.youtube.com/watch?v=7
store.u0ij9D5S4Y We love the simplicity of this idea, nice work
DDB. Its great to see a campaign that combines clever digital
execution with a fun and interactive idea while also driving
customers in store to redeem an instant win prize. Were looking
forward to seeing whats coming next from the guys at DDB. 8. *
Customer EngagementCustomer engagement (CE) refers to the
engagement of customers with one another, with a company or a
brand.The initiative for engagement can be either consumer- or
company-led and the medium of engagement can be onor offline.Unlike
marketing terms such as positioning, customer engagement has not
been traced to a single source.Customer engagement has been
discussed widely online; hundreds of pages have been written,
published, readand commented upon. Numerous high-profile
conferences, seminars and roundtables have either had CE as
aprimary theme or included papers on the topic.Customer engagement
marketing places conversions into a longer term, more strategic
context and is premisedon the understanding that a simple focus on
maximising conversions can, in some circumstances, decrease
thelikelihood of repeat conversions. CE aims at long-term
engagement, encouraging customer loyalty and advocacythrough
word-of-mouth.Online customer engagement refers to:A social
phenomenon enabled by the wide adoption of the internet in the late
1990s and taking off with thetechnical developments in connection
speed (broadband) in the decade that followed. Online CE is
qualitativelydifferent from the engagement of consumers offline.The
behaviour of customers that engage in online communities revolving,
directly or indirectly, around productcategories (cycling, sailing)
and other consumption topics. It details the process that leads to
a customerspositive engagement with the company or offering, as
well as the behaviours associated with different degrees ofcustomer
engagement.Marketing practices that aim to create, stimulate or
influence CE behaviour. Although CE-marketing efforts mustbe
consistent both online and offline, the internet is the basis of
CE-marketing.(Eisenberg & Eisenberg2006:72,81)Metrics that
measure the effectiveness of the marketing practices which seek to
create, stimulate or influence CEbehaviour. 9. "A focus on people
means that we have to move beyond basic benefits of our products
and services. We have to understand how using ourproducts or
services changes the lives of customers."The best way to
incorporate how you change customers lives into your business
culture is to create customer personas. Personas describethe
physical, intellectual, emotional, aspirational, mundane, needs and
more of your customers. These descriptions - based on
observationand research - drive a consistent understanding of your
customers throughout your entire organization. 10. Question 2: What
types of booking is Room Key?It is an Hotel Booking application
Search Hotels, Book direct and relaxIt is an innovative searching
and booking platform that offers customers the possibilityto find
the perfect hotel and book a room online.Founded by a group of
leading hotel companies: Hilton, Hyatt, IHG, Wyndham,Mariott.. How
does it work?First of all, the customer have to choose a place, and
then a date. Then he have toselect some criterias like: price
range, star hotel, rating, distance from your placeAfter that, the
customer can see all the hotels with location and the average price
for anight, rank on Tripadvisor.Then, a table appears with the best
available prices for the selected pzeriod of time todifferent room
types.This program has been created in order to develop these
hotels chains growth andincrease occupation rates. A lot of
partnerships has been also created with hotelprofessionals. They
also have low commissions that very interesting for them.When the
booking is finalized, the customer is oriented directly to the
hotel website.