Lesson 1 THE IMPORTANCE OF BASIC KNOWLEDGE Often attempts to manage digital marketing fail for a very simple reason: Owners and managers simply don’t have the basic knowledge of digital marketing and don’t understand how it works. Basic knowledge gives an understanding of how the Internet works, what certain terms mean, what trends are in …
Lesson 2 INTERNET MARKETING IN TOURISM There are at least 10 reasons why you need a basic knowledge of online tourism marketing: A product in tourism, unlike physical goods, cannot be touched before purchase. Therefore, the search, selection and comparison of tourist products is carried out mainly through the Internet. A potential client of travel …
Lesson 3 Facts and Statistics Statistical data on the state of online tourism marketing in the world are provided from various open sources. They mainly refer to the period 2019-2023. The global cost of online travel advertising is a gigantic sum – more than 12 billion dollars a year. For example, in 2019, US companies …
Lesson 4 Basic Concepts And Terminology For many tour business owners, it has become a more or less regular occupation to watch various webinars and attend conferences. It would be nice, however, as many admit, it is often not clear what is at stake. Moreover, confusing and stylized terminology is used by low-skilled Internet marketers …
Lesson 5 Abbreviations in Internet Markting CPA (Cost Per Action) is the cost of advertising on the Internet, calculated for any action, such as a sent request or consent to a subscription. CPC (Cost Per Click) is the cost of advertising on the Internet, calculated for each click on an ad. It is commonly used …
Lesson 6 Targeting For some reason, many people think that targeted advertising is possible only in social networks and only by interests, but this is not so. Not only social networks, but also search engines know a lot about us and our customers and are able to show ads to strictly selected categories of people …
Lesson 7 Structure of Internet Marketing Obviously, before starting to build an enterprise Internet marketing system, it is necessary to prescribe the roles, responsible and controlling persons for a particular area of work Since Internet marketing is quite multifaceted, for example, we give an approximate staff that large companies can contain: Head of Internet Marketing …
Lesson 8 Features of Digital Travel Marketing Let’s note the features inherent only in travel marketing: The client is almost always not at the point of sale before buying. Even if the client lives in the same city where the travel agency is located, he will still study and compare different travel agencies on the …
Lesson 9 The Main Objective of Internet Marketing As with any marketing, the main task of Internet marketing is to convey information about yourself and your product to potential customers and convince them to buy this product. And since almost 100% of tourists have smartphones or laptops and almost everyone starts searching for a tourist …
Having examined different social networks in previous lessons, it becomes clear that there is much common in different social networks in terms of using them to promote a business. This is one of the most visited resources after search engines, according to Internet statistics. Business pages and personal accounts have a difference, and confusing one …
