Adopting digital marketing in an organization

Every country has one or the other activity, event or place where people from within or from international borders can be attracted by. In the United Kingdom, tourism is important especially to the country’s economy. According to statista. com, tourism made an estimated 217 billion British pounds in 2016. The industry comprises of various businesses within the hospitality sector, including transportation and cultural activities that promote the revenue made from it. Over the years since its inception in 1923, TUI Group has made several adaptations to the changes that have occurred in the market. During the many years it has served tourists in and out of United Kingdom, TUI Group has managed to transform and defeat challenges that have stood in its waking.

Its ability to adapt to the changes that have been seen throughout its history, have made it a tough competitor in tourism industry across the European continent. Annually, TUI Group makes a revenue turnover of over 23 billion dollars, making it to stand out as among the largest companies building the country’s economy through tourism (TUI Group , 2019). Among the many transformations that sprout up as the company continued to grow in the market, was the introduction of the digital marketing age. When a business is operating on the different social sites and has a presence within it, it requires having analytics that assess its productivity, and else, the management and other agents involved will be in the dark concerning the best strategies to implement to improve their presence and market in the customer base.

Digital marketing has proven important and effective within the tourism industry and therefore, has been greatly implemented and structured within it. The tourism industry across the globe is viewed as the most lucrative industry in a country’s economy. Therefore, various organizations within it have seen the prospects attained in incorporation of social media and the web in marketing strategies. The use of these tools has proven important and profitable for the industry, not only because they provide the business with a direct access to their clients and enable interaction with them, but also because it enables it to have a measure for which it can scale its digital marketing strategies that play vital roles in establishing a better and fortified position in the market.

The company using its social media analytics tool is able to identify these needs and work on implementing them in their schemes and plans. This provides TUI Group with a digitally enabled marketing strategy that is beyond any comprehension. Despite the distance and challenges, TUI group still is able to communicate and interact with its clients across the different geographical positions of their wide market. Web and social media analytics enable organizations not only to interact with their customers but also make an analysis of the people connected to the internet. This is established by having a marketing characteristic that focuses of the digital connection of the target markets. Therefore, this provides the company with an overview of the profitability of the region in both the negative and positive scales.

This helps in developing a digital marketing strategy aimed at making profits from the areas of interests. TUI group is expected to have a growth margin after addressing the geographical profitability of the market with the implementation of a digital marketing strategy that is bound to have a great impact on the service sales made in areas that are marked as potential markets. Tweeting, sharing, liking and pining are some of the principles and concepts associated with social media analytics. These have contributed a great deal within the TUI Group organization as the social media manager acknowledges. This also enables the company to make future plans on the advice of the recommendations made from the analysis made of its digital presence.

Competition is important in the business world because it provides a business with a means by which it can assess its failures and work on improving them to gain a competitive advantage. With the use of web analytics, TUI group can be able to gain information on their competitors. Through a company’s website, its data and strategies to acquire the market are identified (Oyza & Edwin, 2015, p. np). Social media analytics as seen ensure that the company gains information that promotes the knowledge base of the company concerning their customers and the influence that it has on them. Therefore, they do not make plans that are only conducted on impose but those that are detailed and profitable to the organization. The analyzation made of the company’s followers who are perceived as clients and potential ones as well on the various social sites, makes sure that the business is aware of their customers as well as their followers.

The understanding of the follower enables the gaining of information on their personal likes and dislikes, especially concerning tourism and travel. It also helps in improving the company’s customer service, since they have an understanding of their customers as such making the experience friendly. As part of its strategy to market its self, the company made campaign that aimed at helping in protecting turtles in association with other local organizations. The campaign was labelled, TUI Care Foundation, and became a success because it not only enabled the protection of the species in the regions but also facilitated its growth in the market as well (TUI Group , 2019). Through this campaign that was advertised and highlighted through digital means, the company was able to gain more interested customers who fancied its role in the community.