Final Exam Answer (blue)

Exercice 1:

Exercice 2:

What is the relationship between Digital IQ and revenue growth?

  Digital IQ is a measure determining how well companies understand the value of technology and weave it into the fabric of their organization.
To improve its Digital IQ, companies have to take into consideration four main sectors:

• The Website
• The Digital Marketing
• The Social Media
• The Mobile

In developping a strong Digital IQ, a company will enhance its online visibility and presence. Improving all the four elements of the digital IQ will help an hotel company to acquire new customers and get loyalty to them.
This can be also a good way to develop direct bookings, increasing margins (REVPAR) in reducing the high cost of commissions.

What does Digital IQ measure, why is it important to the hotel industry?
As i said before, the Digital IQ of a company is based on 4 elements, that I am going to present you in a the following words:

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

The digital IQ of a hotel company is really important, because nowadays, all the reservation process is made within the online place. That is to say that a guest is going to find information,buy the product and share his experience online. So improvement have to be done in the digital field.

List 2 hotels/hotel companies in the top 10 of L2’s digital IQ. Compare + explain the differences in the digital tactics used by the 2 examples you have selected

I have decided to select the Four Season Company which is the first one in the top list and the Marriott international INC located in the third place.

Four seasons: has a new site delights and delivers strong visuals, curated itineraries and user reviews the brand managed well all the social media platforms and created a strong cohesive online experience through its facebook page and the Pinterest section. Four Seasons uses emergerging platforms and empowers employees to contribute valuable content.

Mariott: has a good online booking engine ties digital with revenue. The Marriott Inc delivers strong mobile experience both in-room and on-the-go.

We can notice that the Four Seasons Company has really understand the importance of Digital IQ and have enclosed the different elements of it. The website is perfectly designed, that is the same with their social media pages. They have even their own mobile applications.

Marriott as a challenger, did well but in my opinion their sites should be designed in a better way. Indeed the site is divided in different sections, one for each company brands.

Exercice 3:

Customer discovery path from Yaya75

Exercice 4:

What is R4: R4 stands for Right People, Right Activities ,Right Place, Right Time.
For instance if I am a fashion clothes company ( jimmy choo) :
 Women, entertaining game, shops, during the weekend. 

What 5 elements are needed for a successful SoLoMo :

• Start with the audience, not the technology
• Add value through utility
• Keep it simple
• Sharing must be about audience benefit
• Build relationships, not spectacle

Exercice 5:
 

Search Engine Optimization is a multidisciplinary activity that seeks to generate productive organic traffic from search engines via technically sound and connected sites by matching query intent with relevance and value.

 

The new seo take a social  direction.Now SEO deals with ranking and comment in order to increase social traffic.

it is related to the customer path because it's the first step that it will do to find information