Final Exam

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1)What is the Relationship between Digital IG and Revenue Growth ?

The relationship between Digital IQ and sales growth suggests leadership and investment in the online channel is critical to driving shareholder value. We can note a direct correlation between Digital IQ  and revenue growth because the revenue growth depends on Digital IQ.  The world’s fastest growing markets because of linked to digital competence.

2) What does Digital IQ measure, why is it important to the hotel industry?

Digital IQ measures a company's competence and skill to use digital tools, in other words its capacity to be innovative, modern and to offer efficient programs. It can concern the visibility on Facebook, Twitter, Youtube and so on, the creation of an innovative platform online and the customer engagement through several steps toward purchase. In order to evaluate a company's digital IQ, we can give it some points and rankings according to a list of criteria. Thus a genius has more than 140 points and a feeble less than 70. For instance, in the hotel insdustry, the company N°1 in Digital IQ is Four Seasons thanks mainly to the group's new website and its visibility on various social media. It is very important to the hotel industry because hotels need to differentiate themselves from the competition through digital innovation. This strategy is part of a strong marketing trend. Besides, more and more people book their hotel rooms online.

3) What are the 4 categories of elements measured in digital IQ? Please explain what is included in each category.

The components of Digital IQ are Mobile, Site, Social Media and Digital Marketing. So companies have to be efficient and present on these four sectors in order to improve their Digital IQ. - Mobile: Smartphone App, tablet site, innovation (geolocalization,...) - Site: innovative official website with modern design and interactive parts, customer service, online loyalty programs... - Social Media: the right one (according to the company's specializations) or as many social media as possible: different strategies. Active part: forum, events... - Digital Marketing: Search, Blog and email (newsletter), presence on emerging platforms (Google +, Pinterest…)



EXERCICE 4

1) How are SoLoMo campaigns success measured? (quantitive + qualitative) Buzz/communication/advertising on the internet (blog, newspaper/magazine articles, social media: "likes" on Facebook, # on Twitter...): number of consumers' comments Number of people involved during the event/game Worldwide impact Creation of new communities (example: "Mini evangelists") Long-term results: increase of sales, and then revenue

  2) What 5 elements are needed for a successful SoLoMo? Find the right target according to the results you are looking for (customers' preferences and wants) An interesting award/benefit is offered to the winners/people involved Place & Time: find the right place (country, big city) and the most relevant date/hour according to the impact you want (4R: right people/place/activities/time) Create an easy-to-use tool Remain social: create relationships & communities


EXERCICE 5

1) What is predictive marketing? The aim is to eliminate the guesswork in marketing. Database marketing/mining, advanced analytic techniques, test and learn strategies are used to help marketers. Forecast may be made according to collected datas, figures that are analyzed to draw useful conclusions. For instance, MacDo Company sends an E-Survey to its customers in order to know if they would prefer to try a new Maxi Bacon&Curry cheeseburger or a Banana&CoconutBurger. If 73% of the customers answered that they would like to try the first one and 27% answered that they would prefer the second one, it helps the Company to know what kind of Burgers they can launch for the next spring season.

2) What is Google Hotel Finder, how is it related to hotel direct bookings? It is a Google-owned tool that enables people to compare and book hotels that can be found online. The customer can find hotels according to prices/locations/user ratings and review information (about the hotels, the location thanks to pictures). Moreover, he or she can create a list of the top choices and be connected directly to hotels and vendors to book a room or ask for more information. It is related to hotel direct booking since you can be headed towards the hotel's official website and book online. Indeed, the available booking options will be offered to the customer: either hotel owner or resale vendors and the customer has the choice to book through the channel he or she wants.