1 Online marketing 3. ONLINE MARKETING PLAN FOR TOURISM SECTOR1. SELL TRAVEL ON YOUR WEBSITE 2. SOCIAL MEDIA /NETWORKING 3. ONLINE MARKETING PLAN 4. ONLINE BOOKING PLATFORMS

2 CONTENT I Online marketing in tourism sector3. ONLINE MARKETING PLAN What is online marketing? What is an online marketing strategy? How to create an online marketing strategy? What is an online marketing plan? How to create an online marketing plan? Authors: Tijana Sekulić Miodrag Kostić Tanja Cupać

3 learn more: Question Think about Important Tools How to Watch videoRead article Info-graphic Slide share List of icons you will find in this presentation

4 1. What is online marketing

5 question: What is online marketing?Online marketing refers to a set of powerful tools and methodologies used for promoting products and services through the Internet. Online marketing includes a wider range of marketing elements than traditional business marketing due to the extra channels and marketing mechanisms available on the Internet.

6 - Kotler, Bowen and Makens“Marketing is the process by which companies create value for customers and society, resulting in strong customer relationships that capture value from the customers in return.“ - Kotler, Bowen and Makens

7 important: What is digital marketing?Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

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9 question: What does Online Marketing mean?

10 2. What is an online marketing strategy

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12 learn more: What is an online marketing strategy?Online Marketing Strategies for Tourism *

13 learn more: How to Create a Digital Marketing Strategyhttps://youtu.be/K6Lms0f348E 1.32 min learn more: Define Your Online Marketing Strategy https://youtu.be/O8xLLilZPc4 1.36 min *

14 3. How to create an online marketing strategy

15 how to: Key elements of a marketing strategyUnique Selling Point Target Market Benefits Product Positioning Marketing Methods Competitive Analysis Budgeting

16 Marketing strategy has the fundamental goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic, short-term, and long-term activities in the field of marketing. *

17 You wouldn’t take a trip without planning your journey, would you?Marketing your business is no different – even with social media, you need a plan of action to guide you towards your destination.

18 learn more: Strategy gives business a clear visiondefined goals and actions to take to stay on task and on track. 1 why are you doing this? 2 who is your target audience? 3 what channels (social platforms) are available? 4 what are your competitors doing? 5 what are your business constraints? 6 what content can you share? 7 how are you going to measure your progress? Key components of a successful social media marketing strategy /

19 learn more: How to create an online marketing strategy?The 10 Best Online Marketing Strategies to Make You a Unicorn *

20 learn more: How to create an online strategy?Digital Marketing Plan Template *

21 learn more: How to create a content marketing strategy?Content Marketing Strategy for the Adventure Travel Industry *

22 learn more: Do you need a consultant?32 Ways a Digital Marketing Consultant Can Help Grow Your Business https://goo.gl/FKThVv

23 how to: Hotel marketing ideas from around the web1. Make sure your hotel/B&B apartment/OTA shows up in local search results. 7. Communicate directly with your customers on social media. 8. Give a welcome cocktail or a free room upgrade when people check-in at your hotel online 2. Take people on a virtual tour of your hotel/B&B apartment/ 3. Advertise on Google to show ads to people searching for hotels 9. Promote Your Hotel/B&B apartment on Facebook 4. Keep an updated blog to increase web traffic 10. Use holiday themed s to take advantage of peak periods 5. Ask your guests for a TripAdvisor review (tactfully) 11. Use a hotel loyalty program to increase bookings 6. Show ads on Facebook to people who have previously visited your website 12. Create cohesive branding both online and offline how to: Hotel marketing ideas from around the web

24 HOTEL MARKETING IDEAS – 25 IDEAS DIRECT FROM THE PROSlearn more: Hotel marketing ideas from around the web how to: Hotel marketing ideas from around the web 15. Use agile marketing for your hotel 21. Tie into a newsworthy event with an appropriate program or package. 16. Write a press release if you win an award for your hotel 22. Incentivize customers to market on your behalf. 17. Make it easy to book a room on your website 23. Offer a complimentary stay to travel writers and bloggers. 18. Find your niche and dominate it 19. Let guests get to know the hotel staff in order to compete with Airbnb 24. Make sure you have a fully filled out Google My Business page. 20. Develop a relationship with local tourism boards and chambers of commerce. 25. Partner with a sports team coming to the area. HOTEL MARKETING IDEAS – 25 IDEAS DIRECT FROM THE PROS

25 learn more: Manage your online campaignshttps://youtu.be/4cxc73YWfSY 1.26 min

26 learn more: Start learning- Social marketing training-for freeHootsuite academy https://hootsuite.com/education

27 learn more: Social media content calendarKontentino is the SOCIAL MEDIA CONTENT CALENDAR where you can plan, assign, comment and approve social media content easier than ever.Powerful for social media specialists, easy to use for clients. https://youtu.be/LnQOJtiMzKQ 1.26 min

28 Framing your social media strategy think about: What is the traveler's need(s) that you're solving, what is their current situation or context, and how can your brand help?

29 learn more: The marketing processHotel sales and marketing: key trendsand issues https://images.template.net/wp-content/uploads/2015/10/ /hotel-sales-and-marketing-plan.pdf

30 4. What is an online marketing plan

31 question: What is a marketing plan?A marketing plan is a comprehensive document or blueprint that outlines a company's advertising and marketing efforts for the coming year.

32 learn more: Build A Social Media Plan?How to Build A Social Media Plan https://www.youtube.com/watch?v=y2b1sS5VkZA&t=5s 47.29 min

33 DIGITAL MARKETING Digital marketing (also known as eMarketing, online marketing or Internet marketing) is a type of marketing that focuses on the electronic environment. Digital marketing incorporates the following: > Online advertising; > Search Engine Marketing and Search Engine Optimisation; > Social networking and user generated content; > videos, podcasting and vidcasting; > The use of mobile phones to search the internet; > Geo search maps; > Website promotions > and viral campaigns.

34 5. How to create an online marketing plan

35 how to: Key Elements of a Marketing PlanConducting SWOT and PEST Analyses Analysing the competition, Knowing the product, target market Setting marketing goals and metrics Budgeting

36 What is your action plan to achieve this goal

37 question: What is an action plan?An action plan is a document that lists what steps must be taken in order to achieve a specific goal. An action plan has three major elements Specific tasks: what will be done and by whom. Time horizon: when will it be done. Resource allocation: what specific funds are available for specific activities.

38 learn more: Digital Marketing Plan Templatehttps://youtu.be/XG6bWZHFCz8 37.59 min *

39 learn more: What is an action plan?Tourism Action Plan City of Sydney *

40 learn more: How to Create a Strategic Plan With a Templatehttps://youtu.be/x7YLNI8S7F8 1.34 min *

41 tool: How to prepare the action plan?How to create a blog for your small hotel or bed & breakfast: the essential guide

42 Good luck! tool: Do it yourself? Action / tools Objective TargetTiming Responsibility Detail / integration Progress

43 Customer relations 3. ONLINE MARKETING PLAN IN TOURISM SECTORCompleted 3. ONLINE MARKETING PLAN See more: 1. SELL TRAVEL ON YOUR WEBSITE 2. SOCIAL MEDIA / NETWORKING 4. ONLINE BOOKING PLATFORMS Danube Competence Center the association of tourism actors committed to collaborate in promotion and development of the Danube region as a high quality tourism destination. danubecc.org