Session 4

KEY POINTS

- PR needs evolution
- More than 50% of the people post their holydays on Facebook
- More than 60% of the people say they never knew where were their fiends on holydays if Facebook doesn't show them.
- Images are the universal language
- This web match: influencers + travel brands
-The Buzz&go is quiet interesting because they selected only the most significant influencers and then both create a win-win relationship until the end (means the measures)
- The 63% of the influencers are in two sections: fashion and travel

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Lesson 3
Exercise Class



Excercise Class 3

Session 1: CLASS EXCERCISE

How the digital touchspoints differ from The U.S to GERMANY in the Computers and Electronics industry?

I think the most significant difference between each country are the two first touchpoints. In The U.S., people are more influenced by social rather than Germany in wich their firts touchpoint is the displays clicks.

Personally, I see the difference between each country is in a demographic level. In U.S.A., there are more millenials and young people who are more involved with the social media and they reacted positively to the influencer marketing ; while in Germany, the population is oldest means there are more people attracted for traditional marketing actions, like displays clicks, than the influencer ones.

How the digital touchspoints differ from Food and Drink industry to Beauty and Fitness industry in Brazil?

I think the most significant difference between each industry are the two first touchpoints. In Beauty and Fitness industry, people are more influenced by social rather than Food and Drinks industy in wich their firts touchpoint is the displays clicks.

My opinion about the difference between each sector is the Food and Drink industry has a low-involmenet level purchase, it’s kind of a « love at first sight » with food, but a plastic surgery, as a Beauty industry example, requires a high-involment level purchase so it means customers have to look information for a primary and confident source.

Of the various touchpoints, how many does a typical hotel use to convert lookers to bookers?

In my experience, generic paid search, display click, referral and brand paid search are the most commun but not the most effective.

Wich touchpoints do I think are most important for a hote to employ?

Definetely, social is the most important touchpoint because nowadays everybody are connected so we search for real information and REAL GUESTS EXPERIENCES for measure the service.

2 Examples of touchpoints

Jetcost Display click in InStyle website

Beauty mexican blogger is taking about the MAC prep+prime fix.

How many screens can people use in the decision journey?

Today, most of the websites are enabled for mobile screens such a tablets o smartphones, so the answer could be as many devices people can habndled. 

Why I think Influencer Marketing can benefit a hotel - or restaurant - or spa better than 'traditional' marketing?

I saw this headline « Why influencer Marketing is the Next Big Thing? » on internet and I suddenly realized, in fact, this kind of marketing is a « BIG DEAL » in our era. Everyone is connected now a days so information travels as the speed of light which is fabulous, if you have something good to shows to the world of course. For brands, this discover is great (and less expensive) because it is a way to reach their target more efficiently. The real advantage I see for this model of marketing versus the traditional one in the hospitality industry is that REAL PEOPLE NEED REAL ADVERTISING, I mean, people don’t like anymore payment advertising because look fake for them, but if the ads come from a real person who MATCH with theirs, it’s gonna be an good engagement. Also in this industry is basic the word of mouth so I think you will be more sure about go to a hotel if a friend recommended but if this friend also have a deep knowledge in the area, good social media reputation and thousands of followers then, for sure, you’re gonna be trust in the excellent hotel service with eyes closed. In conclusion, Influencer Marketing is the WORD OF MOUTH RELOADED.

Class
November 17th