Analysis strategic digital marketing of minigo company

Document Type:Review

Subject Area:Engineering

Document 1

They are outgoing, curious, and have traveled the world attitude. of the population in Jordan use Smartphone and are active online, and this is around five million in number. The population includes both males and females of all income levels aged 15-40 years. We will be competing with Trip Advisor, Expedia, Booking, and Airbnb in the online travel industry. However, a startup with limited finances and assets but business model is unique. Digital marketing is a playground from personal use to commercial use, where people can maintain their lives up to date and network with potential customers that can enable their business to grow. That means changes in consumer behavior require firms to rethink that marketing strategies in the digital media and innovation fresh about marketing tools (Farrar, 2010). For example, in digital marketing, an existing customer will provide the company with their email address to send a newsletter.

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The newsletter is frequently sent to him directly with interesting, non-sales-oriented data, including a stage-based post, and the website or pages on social media (Facebook, Instagram, twitter). Address and the name of the business are in the email. T, 2004, hospitality in the tourism sector is the connection between a visitor and a host, wherein the host gets the visitor with generosity, including the gathering and stimulation of visitors, guests, or outsiders. But nowadays the hospitality sector with technology is now an integral part of our lives. Many companies specialize in connecting between the visitor and a host through the application (Kotler, Bowen, Makens, and Baloglu, 2017). An example is booking and Expedia. Minigo travel and Tourism Company in Amman – Jordan, established in 1996, has several branches in Jordan and abroad. process: this stage is a coordination stage that makes a customer to have a background about their reservation in the hotel such as the check-in and check out on the hotel or include breakfast or not.

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Physical evidence: when a customer makes a reservation to the hotel in Dead Sea, the employers must use some tactics to make customer linked with types in room in hotel such as use physical evidence like including some picture about the room, give the customer review about hotel and location of hotel-like near the Dead Sea.   3- Marketing activities of Minigo Company Minigo travel and tourism company just work as local company in Jordan. This company use basic tools of marketing such as billboards and advertising on radio but in these days every company in the world need to develop or make strategic digital marketing to increase profit, find new or potential customer and promote services (Kannan, 2017). Minigo company have a good reputation of customer and have a good brand image in Jordanian tourism market.

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SWOT analysis of Minigo company    1-Strengths  • Minigo Company has impressive and high quality of services. • Minigo Company has transparent and equal value for packages price. • Minigo Company has two branches in Jordan - Amman, one of these branches in Rainbow Street, and another one in downtown that is mean have a Location advantage.   • Minigo Company has the right image in the Jordanian market. • Minigo Company has a strong knowledge of tourist destinations in Jordan.   • Minigo Company focuses too much on services development and doesn’t focus enough on marketing the service.   • The rival of the company includes Trip Advisor, Expedia, and Airbnb. • I am changing the paradigm of locals to rely on the internet more.  Online value proposition Over the last decade, the use of online tourist intermediaries and internet-based accommodation booking platforms has increased dramatically (Guttentag, 2015).

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The potential customer may collect accommodation details without visiting or calling travel agencies by looking at the screen check for room availability, and comparing prices and facilities. Locally day to day updated information, our own company’s review of places, customized search, local guides matching, and payment/reservation services will give our customers unique, credible, and specifically tailored information by saving time, effort, and simplifying the decision making the process for tourists and locals. These days, each travel company in the world is refreshing itself to use new ways of marketing tools to find new customers, increase the profit of the company, and keep the company up to date with the new technologies in the world. That means Minigo Company has to change the current strategy to a new approach that helps us up to date with the world and market.

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      THE STRATEGY OF MINIGO APPLICATION Marketing strategy  Minigo application offers our services through its application. The platform is easy to use, function, and load quickly with a structured content and customization option. The usage of the application will also be made easy by getting information in a stepwise manner. Minigo keeps up to date with customers and programmers with any problem in the Minigo application and gets final feedback after making repairs for application.    The target market of Minigo application  Target market Minigo Company will segment the market into two categories, the first one is tourists. The number of visitors to Jordan reached around four million between 2017 to 2018, 900 thousand are Europeans, 2. million are Arabs, 600 thousand from Asia, four thousand from north and south America and the rest come from Australia, Canada and New Zealand (www.

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  • Gender; male and female. • Every person has a different lifestyle, such as shops online, reading researching, and extrovert.   • Every person has a different interest, such as historical attractions, staying up to date with offers on restaurants or events in clubs. • Demographic local in short term strategy and international in long term strategy.      Tactics of Minigo application  Minigo use RACE framework to find potential customers. Its application has had up to 300 thousand likes on Facebook and Instagram in Jordan. • Minigo uses influencer in Jordan to promote its applications such as Zain and Karzon that have up to 1 million followers on snap chat and the most popular influencer in Jordan. Snap chat use increased from 40% to 70% in the 18-24 age group (Gomez, L. Bernabe, K. Alvarado, Y. Engage  In this section Minigo Company make some of the services to increase interaction on application such as sending offers to customers on how to use and make reservation to hotels or restaurants.

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Another services is to build strong relationship between customer and Minigo company such as send greeting messages to customer like “happy birthday john, on the occasion of this day you get 30% discount if you can reserve in any hotel in the Dead Sea in this week “. Minigo Company in this stage makes reiteration of brand awareness to increase the number of customers. According to Chaffey and Ellis-Chadwick 2017, develop a long – term relationship with first-time buyers to build customer loyalty as repeated purchases using website or application communication. Action of Minigo application: who take the action of RACE framework of Mingo company “Short term” Count of employers in Minigo application from 13 1-Reach Manager how have experience on online and offline activities. Through feedback from customer and programmers to know gaps in the application.

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• 40,000 JOD for marketing/12 months. Online and offline activities. • 10,000 JOD employees’ salary/12 months’ senior manager / manager / front line. Product price: free of charge for users. Minigo Company set objectives to reach 600 thousand downloads of application for one year. However, Minigo company have made some online and offline activities to reach 600 thousand downloads of application for example of offline activities, that get sponsor into the official forms in Jordan and an example of online activities that promotion to Minigo application through influencer on Snap chat in Jordan. The evidence sees that every company in the world needs to make strategy, the critical element of these strategies is digital marketing, these elements help the company to keep growing and stay up to date with the world. References -Charles r. Taylor, george r. understanding digital marketing, p.

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ghazal, m. of jordanian own mobiles; 47 % use the internet. Www. jordantimes. Marketing efforts related to social media channels and mobile application usage in tourism: case study in istanbul.  Procedia-social and behavioral sciences, 195, pp. guttentag, d. Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current issues in tourism, 18(12), 1192-1217. rayan, d. jones, c. understanding digital marketing: marketing strategies for engaging the digital generation. Kogan page publishers, 2012 Runfola, a. rosati, m. Walker, J. T. Introduction to hospitality management (pp. Upper Saddle River, NJ: Prentice Hall. Appendixes:.

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