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TOURISM

DIGITAL MARKETING

Introduction to the Topic of Digital Marketing and its Impact on Hospitality

Practices to sell online

Video marketing

Podcasting

Conversion optimization

web analitics

Native Ads

Mobile ads

Retargeting

Email marketing

Content marketing

Cost per action

Shopping Ads

Pay per view

Paid social advertising

SEO

SEM

Paid Advertising

Media buying

Pay-per-click

As the hospitality industry continues to innovate, so will marketing practices like SEO, search engine marketing, paid advertising, email and content marketing, reputation management, and Web analytics, which means that staying ahead of trends is key if you want to enhance your ability to sell online.

Digital marketing has significantly impacted the hospitality space, making critical features like bookings, accommodation selection, and loyalty rewards delivery instant and easy for the consumer.

When a hospitality brand markets online using digital technologies and online strategy- this is considered digital marketing.

Content Management and E-Commerce Platforms

Messaging Apps and Chatbots

Internet of Things (IOT)

Affiliate Marketing

Inbound marketing

Loyalty Programs

Subscriptions

Social Media

E-COMMERCE TECHNOLOGIES

Dynamic Landing Pages

Dynamic Landing Pages are very useful because convince your target demographic to buy or act on your buying segments, according to what they want and what they searched for, they show the individual consumer exactly what they are looking for, using the media that will work best

Live Chat

Live chat and multi-channel assistance offers consumers a reliable, convenient, and instant method of acquiring the answer to questions they need, to complete planning and make the purchase.

Social Buy Buttons

Social Buy Buttons allow the consumer to buy something they like directly from the platform they are on from their own mobile phone, conveniently using a simple, direct buy button.

Email Subscriptions

All a subscription requires is an email sign up page and permission from your consumer to become part of your list

Browser Notifications

Powerfull method of attracting consumers back to yourr Web site and other media

Social Sharing

The act of social sharing needs to be taken into account when creating your content

Analytics

Is a system for finding, understanding and using important data and the patterns that will give your brand insight into how best to improve conversions and sales across the board

Conversion Rate Optimization

Is the process or set of systems required to help you improve how many sites visitors decide to act on your various prompts and messages

E-Commerce Web Apps and Tools

They will work together as a coherent strategy for converting and retaining your atrracted traffic.

Servers

e-commerce server

Is used to handle everything, from online reservations to purchasing

Web server

Provides the requested Web pages to the end user

Stores web pages

E-COMMERCE AND DIGITAL MARKETING IN PRACTICE.

SECURITY CONCERNS

E-Commerce Security Trends

Fake Reviews: Hackers create fake news endorsing a product. Reviews make people buy things and if they are bad, people choose other product.

Zero-Day Exploits: A zero-day vulnerability refers to a hole in software that is unknown to the vendor. This is then exploited by hackers.

Exploiting Social Commerce: Criminals will also use social platforms to spread fake news to manipulate stock prices for financial gain. Much social trust will be destroyed for these.

Types of malicious software or cryptoviruses that execute an unlawful act on an unsuspecting cyber victim:

-Adware or Spyware: displays advertising materials.

-Malware: disrupts or damages computer systems or data within computer systems.

-Ransomware: involves a threat to publish personal data in return for ransom.

Growth in Cyber Crimes: Cybercrimes are growing continuosly. Some motivations include corporate espionage, social justice and identity theft.

Weak password and email attachments: most common methods that allow cybercriminals

Message Integrity

When a message is sent, the sending and receiving computers generate a code. With message integrity both parties know that what they are seeing is exactly what the other party has sent.

Message Security

Components of secure online transactions: -Authentication: The costumer can verify that the Web site not belong to an impostor -Message Privacy: SSL encrypts all information using a unique session key.

Secure sockets layer (SSL): is the industry-standard protocol for secure. The result is a secure communications channel between a server and a costumer.

Securing Your Web Site

Certification authority (CA): issue the server ID to use the company name and Web address. Review credentials to ensure that organizations are what they claim to be.

Server ID: is the electronic equivalent of a buniness license

Security of Your Electronic Transactions

Major risks associated with e-commerce and its security include: 1. Spoofing: create illegitimate sites that appear to be published by established organizations, to obtain information. 2. Unauthorized Action:alter your website and refuse to potential clients 3. Unauthorized Disclosure:Hackers intercept a transmission to obtain sensitive information 4. Data Alteration: The content of a transaction can be intercepted and altered.

Channels

User-Generated Content

Social Commerce

Mobile Commerce

Auctioning

Advertising

The obvious and the most complex aspect of e-commerce and digital marketing

Ads are presented in many ways

Retargeting ads

Native ads

adds that appear to be part of the content that the user is consuming

ORGANIZATION

EMAILS - ORGANISING INFORMATION

Ordering Information in an email: Functional Language

Closing

-All the best. -Yours, -Kind regards, -Regards, -Yours sincerely,

Concluding Email

-Let me know... -Hope to hear from you soon. -I look forward to hearing from you. -Thank you for your email. -Please do not hesitate to contact me if you have any questions.

Ordering Information

-Firstly -Then -Thirdly -After that -Finally

Reason for Writing

-Just a quick email to let you know... -I'm writing to inform you that...

Greeting/Opening

-Dear Sir/Madam... -Good Morning... -Hello/Hi...

BUSINESS SKILLS

Small Talk in First Meetings: Functional Language

Asking and Answering Questions

Socialising

-Are you free for [lunch today/dinner this evening]?

Colleagues

-Do you report to [Paul Blaetther]? -Do you work with [Dave in the Mexico office]?

Time with Company

-When did you join de company?

Place of work

-Where do you work exactly? -Where are you based? -Are you in the [Zurich] office at the moment?

Experience

-Is it your first time [in the London office/at the conference]?

Journey

-Did you have a good [flight/journey/trip]?

Offer help/Hospitality.

-Can I take your [coat/bag]? -Can I offer you [something to drink/a coffee/a glass of water]? -Can I order you a taxi?

COMMUNICATION SKILLS

Managing First Meetings: Functional Language

Saying Goodbye

-Excuse me. [I must take this call]. -OK, so we need to leave it there. -Sorry to [be in a rush like this/rush off so soon]. -Thank you for coming and have a [safe trip/good weekend]

Introducing People

-Let's go and [meet the rest of the team...] -I'd like to introduce you to... -Have you met [Miranda] before? She works for/works with/runs... -Do you know [the design guys]? -[Guys,] this is Stefanie.

Meeting and Greeting

-How's it going? -[Did you have] a good trip? -Can I get you [anything to drink]? -[Good/Great/Lovely/Nice] to finally meet you in person. -[Good/Great/Lovely/Nice] to see you again. -So, first time in [London]?

FUTURE FORMS

A NEWS ORGANISATION

Organizational structures

Expressions people use to talk about their jobs

Coordinate with

I coordinate with all departments to ensure customer satisfaction

In charge of

I´m in charge of the research and development team.

Responsible for

I´m responsible for coordinating the production team.

Take care of

I take care of the export decumentation.

Look after

I look after the company website

Work closely with

I work closely with the Head of Marketing

Head of

I´m the head of Sales.

Report to

I report to the IT Director

Jobs

News Reporter

Works with a camera operator to make sure they are getting the right pictures.

Programme Director

Lead the production team. This job is similar to the conductor of an orchestra

News Edior

Gives a reporter the task of covering a news story.

Finance Supervisor

The most important thing about the job is to ensure that payments are made on time

Director of Human Resources

Has several strategic and operation priorities

Departments in a Company

SALES

This department is in charge of the costumer service

PRODUCTION

This department is in charge of manufacturing

OPERATIONS

This department is in charge of quality control of the company's products or services and of the supply chain.

MARKETING

This department is in charge of creating a recognized brand image and the promotion to the products or services offered by the company.

HUMAN RESOURCES

This department is in charge of the health and safety of employees and the correct recruitment of future employees of the company.

FINANCE

This department is in charge of cash flow, verifying and controlling prices, and making invoices.

GASTRONOMY

Professional Skills

Giving feedback

Focus on the problem, not the person

Make it clear that you are talking about specific actions that could be improved

Not criticizing

Include positive feedback

mix negative comments with praise

Use the feedback sandwich

Put forward solutions

Recommendations for improvement

Channel the conversation

Listener can make progress

Choose the right time

Don´t wait if something important needs to be said

Regular intervals

Create a dialogue

Ask questions

Don´t assume you know why a mistake has been made

Listen attentively

What makes a good restaurant?

Wait time

Service

Price

Food quality

Décor

Background music

Atmosphere

Ways of cooking food

Stew

Steam

Simmer

Roast

Poach

Grill

Fry

Boil

Bake

Describing food

Negative

Tough

Rotten

Ripe

Rancid

Insipid

Greasy

Positive

Tender

Tasty

Succulent

Mouth-watering

Done to a turn

Delicious

Appetizing

Culinary tourism

Fare

Produced

Whet the appetite

Forked out

Gourmet products

Palate

Wine and dine

Savour

Bland

Tempt the palate

Relative Clauses

RISK

Professional skills

Facing the media

Inform all the measures you take to ensure the safety of your passangers or visitors

State the facts relating to the location and casualties, as well as the history of such disasters

point out

Deal with the facts of the situation and express your concern

Be quick to relay the information at your disposal

Dealing with crises

Crisis Managment Plan

After the crisis

Conduct a post-crisis review to learn the lessons of the past

Work out an action plan to make sure the disaster does not happen again

During the crisis

Set up a hotline to keep relatives and friends adequately informed

Provide prompt and effective action to prevent escalation of the situation

Produce an immediate plan of action that prioritizes needs and is based on an accurate assessment on the emergency situation

Before the crisis

Anticipate every imaginable situation that might arise, man-made or natural, starting with those that are most likely to happen

Develop a media communications strategy in the event of a major crisis

Identify the types of records that must be completed in the event of an emergency and how to complete and submit them

Prepare your organization`s contingency plans for handling emergency situation

Vocabulary

Adventure Sports

Whitewater rafting

Skydiving

Skiing

Potholing

Mountaineering

Hot-air ballooning

Horseback riding

Bungee jumping

Level of risk

Huge

Considerable

Acceptable

Slight

Remote

Risk prevention

Enabled

Protected place

Warn the risk

Monitor the risk

Spread the risk

Type of risk

Crime

Kidnapping

Hijacking

Fraud

Civil unrest

Strikes

Riots

Demonstrations

Economic

Rising fuel prices

Recession

Currency fluctuations

Health

Skin Infections

Personal Injuries

Pandemics

Infectious diseases

Natural

Earthquake

Tsunami

Floods

Hurricanes

Avalanches

Grammar

Modal Verbs

Subtopic

To refer to the past