Final Exam Blue

Exercise 1

Exam craig from phdurieu

Exercise 2

Digital IQ:

Digital IQ is an assessment of how well companies understand the value of technology and weave it into the fabric of their organization. It is about integrating the most appropriate digital technologies into the way a company plans, innovates, measures results, interacts with customers, and ultimately creates value.

Results of the Digital IQ Index: Specialty Retail study reveal a relationship between a firm’s Digital IQ and its year-on-year revenue growth, suggesting digital competence may be a forward-looking indicator for sales.

4 measureable components:

Mobility: The firm's ability to provide mobile solutions to employees and customers, and "bake" mobility into the core processes of the organization.

Social media: How well a company leverages social networks to inform all aspects of its operations.

Cloud computing: The extent to which firms use cloud computing to make their businesses more flexible, adaptive and competitive.

Business intelligence.: How broadly executives think about the types of data sources—both internal and external—used to make critical decisions and set strategies.

Digital IQ is important to the hotel industry as hotels are essentially promoted online and it is essential for them to increase their online visibility using as many tools as possible.

Exercise 3

Customer Discovery Path and CustomerEngagement Points

• Company's own Website
• Social medias
• Digital marketing: for example, online magazine dealing with travel and tourism and marketing the brand at the same time (brand content)
• Mobile: Websites and Apps designed for smartphones

Exercise 4

SoLoMo

R4

Right People

Right Activities

Right Places

Rights times

5 elements for a successful SoLoMo:

1. Define the audience selectively
2. Build activities around what the audience will find valuable
3. Identify the places and contexts in which the activity has relevance
4. Identify which tme the activity will have most impact, and for how long
5. Measure progress against objectives and optimise as you go

Exercise 5 - NEW SEO

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.


Therefore it affects directly customer discovery path as customers will find a website easily on the web depending on its visibility. Attracting more customers to a web page goes through SEO and helps to reach customers.