Session 6 : mobile site for Radisson Blu - fnal version with other screenshots

http://mobile.dudasite.com/site/radissonblu9#2825

In class Work Session 5: Multichannel Marketing Campaign Radisson Blu

Chloé TRUMET

Rafika KLAA

Multichannel Marketing Campaigns:

• Radisson Blu Mobile App:

• Radisson RED App :

https://www.radissonred.com/fr/app/

Mobile Apps allow interactivity with customers and all various digital services accessible online.

Radisson Blu Facebook :

Radisson on TripAdvisor:

Every social media conveys a different message: i.e.

• Tripadvisor as a professional travel website,

• Facebook for interaction between customers, and/or with the brand.

Both media can lead to the purchase and booking.

=> Radisson Website pop-up:

Radisson Blu PPC :

Inclass work Session 5 : Customer Purchase Path

Rafika KLAA

Chloe TRUMET

What are the digital touchpoints :

Explore how marketing channels for large businesses in the food and drink industry in France

- Social : Yelp, La Fourchette, Facebook, Youtube,

-  Referral : Word of Mouth Marketing, Brand related conversations. When people talk about products and services.

- Generic paid search : It is a way for companies to be on top in internet search by only looking for a product without mentioning the brand. (PPC)


- Display click : It is an advertising that is displayed through clicks.

- Email : Companies target specific customers according to their wants and needs through emails. They use the information according to the clients responses (Frequency : Daily, weekly, monthly...)

- Brand paid search : It is a way for brands to be on top in internet search, and they pay only if a user clicks on their link (Pay-per-click).

- Organic search : It is a free listing appearing in google search because it is relevant to the terms we are looking for.

- Direct : Ready for purchase  

If we change the criteria of marketing channel, business and country, it changes the progress in the scheme. We used Medium Channel, Hobbies and leisure business and Germany as the country.

Session 5 Homework : customer journey of travel bookers

• In your own words define the customer's path to online purchase :

The customer's path to online purchase takes places at different stages according to the type of customer. There are 2 types of customers behaviours according to the type of travel:

- traditional travel: it is a planned one.The customer will use all the various media and means of communication to prepare, anticipate and organize the future travel. He will rely on valuable and reliable data that can help him making his decision. Nothing is left to chance.

The main stages are --> thinking of the project --> searching information--> organizing and booking -->changing and adapting if necessary, the best experience being the one which is mastered.

- spontaneous travel: just want to break from one's place, no accurate idea. Mainly relies on sharing, social media, and word of mouth.

The main stages are --> open-minded inspiration (not necessarily relying on professional advice)

--> booking with no specific organization required --> looking for the unique "ready to go" experience.

• Visual illustration of customer omnichannel experience :

• What are the stages in the customer's purchase path ? How do customers decide to use which ones at different points in their journey ?

The following pattern illustrates the different stages that help facilitate making the decision to purchase taking into accounting all opportunities to compare and make up one's mind.

The customer typology will determine which channel will be chosen as a source of inspiration, and the type of travel with more or less anticipation and organization :

Mid-term exam 12 Jan 2017 Session - Essay

Chosen topic :

What are the 4 forces affecting digital transformation ?

- empowerment of any potential customer allowing to choose and compare a given product between many brands and various scales of prices,

- social networks are often linked to the given brands which gives consumers great opportunities to share opinions and personal product experience, even for a product that has not its own link on social media.

- online services are permanently improved allowing any kind of service, anywhere, at any time.
This contributes to globalization : one can buy the same product from everywhere.

- digital transformation forces the brands to surpass in order to always provide the best, faster, and easiest customer experience. Even the most amazing experience.


How are they interacting to affect Innovation velocity ?

All listed forces rely on customers behaviours and changes in consumer habits, offering up-to-date services,

All digital transformations should very quickly adapt to technical improvements and tools, always keeping the pace with technology.

Innovation velocity should also bring solutions to customer, and strengthen efficiencies of the services offered to customers by any brand. This is at the origin of a fierce competitions between brands that are always aware of customers preferences.

This should allow customers saving time, money, energy, and sharing ideas.

All these ideas lead to an easy comparison, and a large choice for customers, and an experience feedback for brands.

Online Only : Google Digital Active Certificate

Hi Liz, enclosed my Google Digital Active Certificate

Online Only : completed Google Digital Active Certification with Certificate

Enclosed my Google Digital Active Certificate

https://digitalactive.withgoogle.com/dash