The use of the Internet and other digital media and technology to support ‘modern marketing’ has immensely helped the hospitality sector. This is the new way or new wave in the marketing which has helped hotels and alike companies that fall within the hospitality industry. Traditionally it was difficult to track the process flow as the data in traditional marketing was not accurate and precise.
There are many terminologies through which modern marketing mechanism can be known. It has been called digital marketing, Internet marketing, e-marketing and web marketing. This is most commonly known as Digital Marketing since it shows the use of a range of digital platforms to interact with audiences and for other reasons explained in the preface.
Digital marketing can be simply defined as:
Achieving marketing objectives through applying digital technologies and media. This concise definition helps remind us that it is the results delivered by technology that should determine investment in Internet marketing, not the adoption of the technology!
These digital technologies use digital hardware like desktop, mobile, tablet and other digital platforms.
In practice, digital marketing includes managing different forms of online company presence , such as company websites and social media company pages in conjunction with online communications techniques introduced later in this chapter, including search engine marketing, social media marketing, online advertising, email marketing and partnership arrangements with other websites. These techniques are used to support the objectives of acquiring new customers and providing services to existing customers that help develop the customer relationship through E-CRM . However, for digital marketing to be successful there is still a necessity for integration of these techniques with traditional media such as print, TV and direct mail as part of multichannel marketing communications.
The role of digital platforms in supporting integrated multichannel marketing is another recurring theme in this text and in Chapter 2 we explore its role in supporting different customer journeys through alternative communications and distribution channels. Online channels can also be managed to support the whole buying process from pre-sale to sale to
post-sale and further development of customer relationships.