Self-study book «Basics of digital travel marketing»

This book is designed for self-educational purpose for directors, owners and marketing managers of touristic firms, hotels, guides, organizers of excursions, visit centers, museums, etc.

This book will help to understand and build internet marketing in the correct way. It also will bring the following benefits:
– Preventing randomness and chaos in the digital marketing work. Preventing these mistakes saves a lot of inefficient spending of the budget.
– Learning key terminology of internet marketing.
– Developing simple digital strategy.
– Understanding statistics and analytics of digital marketing.
– Knowing what to demand from employees and hired third-party specialists along promotion of your organization on the internet.
– Learning principles of working in social networks.

Based on practical experience

Specialists from Center Smart Tourism GmbH have developed this study book based on results of own researches in touristic and hotel industry. This includes practical experience of working in consulting and educating touristic businesses for 5 years.

End result

With the help of this guideline, any director, owner or marketer of a touristic business will be able to learn to perform required internet tasks on their own. Moreover, using methods described in this guideline will allow to make this work efficient in a way that one would save a lot of time and money, along the way of significantly increasing flow of clients and profit.

TABLE OF CONTENTS

PREFACE 4
PART 1. INTRODUCTION TO DIGITAL MARKETING 6
CHAPTER 1. THE IMPORTANCE OF BASIC KNOWLEDGE 6
CHAPTER 2. INTERNET MARKETING IN TOURISM 7
CHAPTER 3. FACTS AND STATISTICS 8
CHAPTER 4. BASIC CONCEPTS AND TERMINOLOGY 12
CHAPTER 5. ABBREVIATIONS IN INTERNET MARKETING 16
CHAPTER 6. TARGETING 18
CHAPTER 7. STRUCTURE OF INTERNET MARKETING 19
CHAPTER 8. FEATURES OF DIGITAL TRAVEL MARKETING 21
CHAPTER 9. THE MAIN OBJECTIVE OF INTERNET MARKETING 23
PART 2. BASICS OF INTERNET MARKETING STRATEGY 24
CHAPTER 1. DEFINITION OF INTERNET MARKETING STRATEGY 24
CHAPTER 2. GOALS 26
CHAPTER 3. TARGET AUDIENCE 28
CHAPTER 4. THE CUSTOMER JOURNEY 29
CHAPTER 5. THE SALES FUNNEL 31
CHAPTER 6. COMPETITORS 33
CHAPTER 7. INFORMATION CHANNELS 35
PART 3. OWN WEBSITE 37
CHAPTER 1. THE IMPORTANCE OF YOUR OWN SITE 37
CHAPTER 2. WEBSITE REQUIREMENTS 38
CHAPTER 3. CREATE A WEBSITE YOURSELF 42
CHAPTER 4. POPULAR WEBSITE BUILDING PLATFORMS 44
CHAPTER 5. SITE HOSTING 46
CHAPTER 6. DOMAIN NAME 48
CHAPTER 7. SITE CONTENT AND CONTENT MARKETING 49
CHAPTER 8. SEO AND VISIBILITY OF THE SITE 51
PART 4. INTERNET TRAFFIC 53
CHAPTER 1. INTERNET TRAFFIC TO YOUR WEBSITE 53
CHAPTER 2. WEB TRAFFIC ANALYSIS 54
CHAPTER 3. GEOSERVICES: MAPS, DIRECTORIES, SEARCH ENGINES 57
CHAPTER 4. EMAILS AND MESSENGERS 59
CHAPTER 5. TRIPADVISOR TRAVEL PLATFORM 61
CHAPTER 6. SOCIAL NETWORKS AS A SOURCE OF TRAFFIC 62
CHAPTER 7. OTHER TRAFFIC SOURCES 67
PART 5. SOCIAL NETWORKS FOR TOURISM 68
CHAPTER 1. THE PLACE OF SOCIAL NETWORKS IN TOURIST MARKETING 68
CHAPTER 2. SELECTING SOCIAL NETWORKS FOR PLACEMENT 70
CHAPTER 3. ESSENCE OF WORK IN SOCIAL NETWORKS 72
CHAPTER 4. FEATURES OF PLACING BUSINESS IN SOCIAL NETWORKS 73
CHAPTER 5. SOCIAL MEDIA CONTENT 75
CHAPTER 6. PRACTICAL GUIDELINES FOR WORKING IN SOCIAL MEDIA 77
CHAPTER 7. EVALUATION OF PERFORMANCE IN SOCIAL NETWORKS 79
CHAPTER 8. FACEBOOK 84
CHAPTER 9. INSTAGRAM 88
CHAPTER 10. LINKEDIN 92
CHAPTER 11. TWITTER 95
CHAPTER 12. YOUTUBE 97
PART 6. BASICS OF PAID PROMOTION AND PURCHASE OF TRAFFIC 99
CHAPTER 1. BASICS OF PAID PROMOTION 99
CHAPTER 2. TARGETED ADVERTISING 101
CHAPTER 3. GOOGLE ADS – SEARCH AND DISPLAY ADVERTISING 105
CHAPTER 4. PAID ADVERTISING ON SOCIAL NETWORKS 107
CHAPTER 5. BLOGGERS AND INFLUENCERS 109
PART 7. CONCLUSIONS 110
CHAPTER 1. COMMON ERRORS ON THE INTERNET 110
CHAPTER 2. CHECKLIST FOR INTERNET MARKETING CHECK 112
CHAPTER 3. HOW TO AVOID TROUBLE ON THE INTERNET 114
CHAPTER 4. FINAL COMMENTS 117
APPENDIX. USEFUL SERVICES FOR WORKING ON THE INTERNET 118

Delivery of the guideline

This study guideline is delivered only in electronic versions after the payment via electronic address of the customer or in the form e-mail as a PDF attachment.

We kindly ask our customers not to print hard copy to save the paper, which is in line with our initiative on sustainable development of ecological and paperless tourism.

How to purchase this guideline

The price of this book (requested for the bank transfer) is 19 Euros, including taxes. Requesting invoice for the payment could be done via the following e-mail address: info@centersmarttourism.com or using WhatsApp: + 49 30 52015140.

Attention! Special price is available for online payment via PayPal.

If one prefers, the price for the PayPal payment is 9 Euros, and does not require any invoices or requests.