Digital Marketing Course Module Summary (38

TRAINING PROGRAM COURSE 1:
MARKETING AND MANAGEMENT
IN TOURISM
MODULE 4: DIGITAL MARKETING

The aim of the training “Digital Marketing” is to give to the participants the idea of marketing their businesses and products online and
about the best social media channels and digital booking sites.
In the result of the training the participants will:
1) know
• What is digital marketing & consumer behaviour
• Main communication channels in digital marketing
• Importance of digital marketing metrics
• Importance of digital marketing for tourism
• Digital Booking sites
2) have the skills to:
• Make digital strategy
• How to market the products, trips and experience online
• What is Social Media in Tourism Marketing
• The Importance of the Social Media
• How to Increase visibility
• The Best social media channels
• Understand Digital Metrics

Digital Marketing gives the opportunity for businesses to be visible online,
when people search for products & services in the internet.
Businesses leverage digital channels such as search engines, social media,
email, and other websites to connect with current and prospective
customers.
The online presence of businesses can also give business owners important
information about customers and their behavior. It allows tracking and
understanding consumer behavior; thus, business owners can adjust their
marketing strategy and use this opportunity to increase revenue.
What is digital marketing?
Definition of digital marketing

Digital Marketing & Consumer Behaviour
Knowing consumer behavior is of a significant importance to the business
marketing strategy. Real-time consumer behavioral data makes digital marketing
offers timely and relevant. Consumer behavior in the online space follows
certain, though not always precisely fixed, patterns and sequences. In the most
general case, it is connected to the so-called consumer journey and consumer
funnel.

Customer Journey
In the consumer path, consumers go through several main
stages. They cover their overall digital experience from
brand awareness, product or service, to initial conversion
(purchase, booking, ordering) and becoming loyal customers
and advocates for the brand. In particular, the stages can be:
1) Awareness – learning about the brand
2) Consideration – reading reviews, blog posts, etc.
3) Purchase – Buying the product
4) Retention – turning to loyal client – newsletter, loyalty
programs, etc.
5) Advocacy – recommending to other people, writing
reviews, etc.

Customer Funnel
It is also known as a sales funnel
and to a large extent overlaps the
stages of the consumer path. The
difference is that it shows the
character and scale of the audience
in each of the stages much more
clearly.
In order to guide your customers
through the consumer path and the
consumer funnel, it is important to
properly implement the various
communication channels in digital
marketing.

Main communication channels in digital marketing.
Marketing in the digital age uses several main channels through which to communicate with the audience. The
task of the marketer is to decide which of them and in what sequence and combinations to bet in order to
achieve their goals.
These channels are:
CONTENT
MARKETING
EMAIL
MARKETING
SOCIAL
MEDIA
MARKETING
GOOGLE ADS SEO

Content Marketing
focused on creating, publishing and distributing content to a specific audience
online. It is used by various businesses to increase the popularity of a brand,
product or service, to increase the consumer base, to stimulate online sales, etc.
Content marketing uses a variety of formats to reach an audience at a certain
stage of the user path or funnel:
• Textual
• Visual
• Combination of both

Email Marketing
This is the process of sending a message with a commercial message to a group of people via e-mail. The biggest
advantage of email marketing is the ability to communicate directly with the individual customer. A key point for the
success of your e-mail marketing campaigns is to read the basic metrics correctly and to make the necessary
corrections in due time:
1) 𝐄𝐦𝐚𝐢𝐥 𝐃𝐞𝐥𝐢𝐯𝐞𝐫𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐑𝐚𝐭𝐞 =
Emails delivered
Emails sent
× 100
➢ gives information about how likely users are to receive email
2) 𝐎𝐩𝐞𝐧 𝐑𝐚𝐭𝐞 =
Message Opens
Delivered Emails
× 100
➢ the probability that the email you sent will be read
3) 𝐄𝐦𝐚𝐢𝐥 𝐂𝐥𝐢𝐜𝐤 − 𝐭𝐫𝐨𝐮𝐠𝐡 𝐫𝐚𝐭𝐞 =
𝐶𝑙𝑖𝑐𝑘𝑠
𝐷𝑒𝑙𝑖𝑣𝑒𝑟𝑒𝑑 𝐸𝑚𝑎𝑖𝑙𝑠
× 100
➢ percentage of people who opened your email clicked on one of the links in the email
4) 𝐔𝐧𝐬𝐮𝐛𝐬𝐜𝐫𝐢𝐛𝐞𝐝 𝐑𝐚𝐭𝐞 =
𝑈𝑛𝑠𝑢𝑏𝑐𝑟𝑖𝑏𝑒𝑠
× 100
➢ indicator that will guide you in the attitude of your chosen audiences towards your emails and your overall
email marketing strategy.

Social Media Marketing
Social media marketing uses social media and social
networks to market a company's products and
services. It allows companies to engage with existing
customers and reach new ones as they promote their
culture, mission.
Sites like Facebook, Twitter, Instagram and LinkedIn
are commonly used to execute social media
marketing.

Some of the key pillars of social media marketing are:
1. Strategy: determining goals, the social media channels to be used,
and the type of content that will be shared. 5 steps should be
followed:
• Analyze the client’s profile;
• Decide on which social platforms you will sell;
• Create unique and captivating content;
• Organize a schedule for your publications;
• Analyze the impact and results.
3. Analytics and Reporting: Part of being on social media is knowing
how far posts are going. Some of the most important KPI’s are:
• Engagement;
• Followers’ growth;
• Traffic conversions;
• Social interactions;
• Social sentiment;
• Social shares;
• Web visitors by channel source;
• Social visitor’s conversion rate
2. Listening and Engagement: Monitoring what users, customers, and
others are saying about the posts, brands, and any other business
assets.
4. Advertising: Purchasing ads on social media is a great way to
promote and further develop a brand.

Google Ads
The various formats for advertising brands, products and
services on Google are another way for businesses to reach
their customers. Depending on the goals of their advertising
campaigns, they may use display, video, search and more.
Google advertising is also an integral part of digital marketing
strategies.
Some of the options that Google Ads offer are:
• Search ads
• Display ads
• YouTube ads

Search Engine Optimization (SEO)
the process of increasing the quality and quantity of traffic to
a website. The aim is to improve its visibility for users who use
search engines to obtain information and do research. SEO
focuses on improving outstanding results, also known as
"natural" or "organic" traffic.
SEO processes include many activities, the main ones being:
• Technical optimization
• Keyword research & analysis
• Content optimization
• Link building
• SEO monitoring

Importance of Digital Marketing Metrics
Proper application of communication channels is a prerequisite for
the success of any marketing campaign. And how skillfully we handle
them, we can understand when we regularly measure the results
achieved.
Why is this important?
• We analyze the behavior of our users at each stage of the user
path and funnel and evaluate actions accordingly;
• We learn from the experience gained from past campaigns and
adjust the future ones better;
• We present clear evidence of the effectiveness of the digital
marketing activities we implement to clients, colleagues and
managers. We speak with clear figures and arguments;

Metrics
The goal of the digital marketing metrics is to present the audience
with an advertisement, have them click through to a landing page
and convert them on either a sale or another type of offer. Most
important metrics are:
• Page Views
• Impressions - the number of times that your ad was displayed to
a user on your chosen ad network
• Clicks
• Click Trough Rate - a metric that describes how often your ad
impressions turn into clicks. You can calculate CTR by dividing
Clicks by Impressions.
CTR =
𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠
× 100

Metrics
• Conversions - Every time someone completes a desired action that answers the campaign goal. It could be purchasing a product/service, subscribing for
a newsletter, signing up for a free trial, or something else. The Conversions metric describes the total number of times that the campaign goal was
satisfied.
• Conversion Rate - Conversion rate is the total number of conversions divided by the total number of people who viewed the landing page.
Conversion Rate =
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑐𝑜𝑛𝑣𝑒𝑟𝑠𝑖𝑜𝑛𝑠
𝑇𝑜𝑡𝑎𝑙 𝑣𝑖𝑠𝑖𝑡𝑜𝑟𝑠
× 100
• Cost per Conversion - Once you have some conversions for the digital advertising campaign, you can calculate a Cost Per Conversion. Cost Per
• Conversion is the total number of conversions divided by the total dollar amount spent on advertising.
Cost per conversion =
𝑇𝑜𝑡𝑎𝑙 𝑎𝑚𝑜𝑢𝑛𝑡 𝑠𝑝𝑒𝑛𝑡
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑙𝑒𝑎𝑑𝑠
× 100
• Revenue - Revenue is the total of all income generated through your digital ad campaign in a given period. If a landing page sells a product or service,
you’ll get some revenue with every conversion. If the campaign goal is to collect email opt-ins, you’ll need additional steps in your sales funnel to convert
those leads into revenue.
• Return on Ad Spend - Once the ad campaign generates revenue, you can calculate your Return on Ad Spend (ROAS). ROAS is the total revenue divided by
total ad spending over a given period.
ROAS =
𝑅𝑒𝑣𝑒𝑛𝑢𝑒
𝐴𝑚𝑜𝑢𝑛𝑡 𝑠𝑝𝑒𝑛𝑡 𝑜𝑛 𝐴𝑑𝑠
× 100

Metrics
• Bounce Rate - Bounce rate is a metric that measures how frequently a user lands on your page and leaves without engaging or interacting. Note that
this is a different meaning for bounce rate from the one listed under email marketing.
𝐁𝐨𝐮𝐧𝐜𝐞 𝐑𝐚𝐭𝐞 =
𝑇𝑜𝑡𝑎𝑙 𝑉𝑖𝑠𝑖𝑡𝑜𝑟𝑠 𝑡𝑜 𝑤𝑒𝑏𝑝𝑎𝑔𝑒
𝑤ℎ𝑜 𝑙𝑒𝑓𝑡 𝑤𝑖𝑡ℎ𝑜𝑢𝑡 𝑎𝑛𝑦 𝑖𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑜𝑛𝑠
𝑇𝑜𝑡𝑎𝑙 𝑉𝑖𝑠𝑖𝑡𝑜𝑟𝑠 𝑡𝑜 𝑎 𝑤𝑒𝑏𝑝𝑎𝑔𝑒
× 100
• Average Session Duration - Average Session Duration tracks how long the average visitor remains on your website before going elsewhere.
• Time on Page - While average session time applies to the entire website, the time on page metric measures how long users spend on a specific page
before navigating away.
• Pages/Sessions - This metric tracks the average number of pages viewed across all user sessions on a website.
• Exit Rate - The exit rate metric measures how frequently users leave the website after landing on a specific page. This is especially useful if the
website contains a multi-page sales funnel and you need to determine which page or pages are causing prospects to abandon the purchasing process.
𝐄𝐱𝐢𝐭 𝐑𝐚𝐭𝐞 =
𝑇𝑜𝑡𝑎𝑙 𝑒𝑥𝑖𝑡𝑠 𝑓𝑟𝑜𝑚 𝑝𝑎𝑔𝑒
𝑇𝑜𝑡𝑎𝑙 𝑣𝑖𝑠𝑖𝑡𝑠 𝑡𝑜 𝑝𝑎𝑔𝑒
× 100
• Scroll Depth - Scroll depth is a Google Analytics plugin that measures user engagement by looking at how far users scroll down a given page of the
website.
• Conversion Rate - The conversion rate for a landing page, or your website as a whole, can be calculated as the total number of conversions divided by
the total amount of unique visitors.

Importance of digital marketing in the Tourism industry
Tourism digital marketing is about creating great content to
inspire travelers and build customer engagement. It is
ultimately about creating strong ties with customers to
foster brand engagement.
By understanding the audience as well as the technology
that they consume, you can better form a digital marketing
strategy. Finding which platforms target audience uses and
what is relevant to allows you to get in your ideal guest’s
head and organize your strategies to work for them.

There are several key pillars, that should be added to a digital marketing strategy in the field of tourism:
1. Google.
2. Data in the tourism sector for marketing decision
making.
3. Online sales of tours and experiences.
4. Inbound marketing and content.
5. Videos.
6. Social networks.
7. Paid Ad Campaigns.
8. Facebook Messenger and chatbots.
9. Social media influencers
10. Destination marketing.

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TRAINING PROGRAM COURSE 1: MARKETING AND MANAGEMENT IN TOURISM
MODULE 4: DIGITAL MARKETING
Contents
1. What is digital marketing?....................................................................................................................1
2. Digital Marketing & Consumer Behaviour............................................................................................2
Customer journey .............................................................................................................................2
Customer Funnel...............................................................................................................................4
3. Main communication channels in digital marketing.............................................................................4
1) Content marketing............................................................................................................................5
2) Email marketing ................................................................................................................................5
3) Social Media Marketing ....................................................................................................................6
4) Google Ads........................................................................................................................................7
5) Search Engine Optimization (SEO)....................................................................................................8
4. Importance of Digital Marketing Metrics. ............................................................................................8
Metrics ......................................................................................................................................................9
Importance of digital marketing in the Tourism industry...........................................................................10
Digital Booking Sites....................................................................................................................................12
1. What is digital marketing?
Definition of digital marketing
Digital Marketing gives the opportunity for businesses to be visible online, when people search for
products & services in the internet. Businesses leverage digital channels such as search engines, social
media, email, and other websites to connect with current and prospective customers. This also includes
communication through text or multimedia messages. From a website to online assets like digital

2
advertising, email marketing, online brochures and beyond, there’s a huge spectrum of tactics to
consider.
The online presence of businesses can also give business owners important information about
customers and their behavior. It allows tracking and understanding consumer behavior; thus, business
owners can adjust their marketing strategy and use this opportunity to increase revenue.
The modern digital marketing campaign combines well-established communication channels such as
content marketing, e-mail marketing, social media marketing, Google advertising, search engine
optimization.
2. Digital Marketing & Consumer Behaviour.
Knowing consumer behavior is of a significant importance to the business marketing strategy. This
insight allows to allocate resources, plan accordingly and target more customers. Real-time consumer
behavioral data makes digital marketing offers timely and relevant. One of the advantages of detailed
data is that it helps to predict future activity. Digital marketers use the data to provide relevant
information, personalize and improve the shopping experience.
Consumer behavior in the online space follows certain, though not always precisely fixed, patterns and
sequences. In the most general case, it is connected to the so-called consumer journey and consumer
funnel.
 Customer journey
Figure 1: Customer Journey

3
In the consumer path, consumers go through several main stages. They cover their overall digital
experience from brand awareness, product or service, to initial conversion (purchase, booking, ordering)
and becoming loyal customers and advocates for the brand. In particular, the stages can be:
• Awareness - at this stage consumers are still learning about a brand and / or its products and services.
They may have learned the information by reading a PR article, coming across a radio, television or
online advertisement, or hearing a recommendation from a friend;
• Consideration - if consumers' attention is drawn to the awareness stage, then they can move on to
considering a possible purchase. This is where they start reading reviews and reviews of advertised
goods and services, so it is important that you have provided them on your website and Facebook page,
and that they are easy to find. At the stage of consideration, it is appropriate to include digital marketing
channels such as emails, social media ads, blog posts, display Google advertising. The purpose of these
channels is to "help" thinking towards real conversion.
• Purchase - the actual conversion is already a fact, whether we are talking about a purchase, conversion
or request. The chances for such increase significantly with a well-maintained site, online and offline (if
necessary and possible for such) store, competent and responsive support team to guide the customer
with useful information about the products and services they are interested in.
• Retention - The consumer journey may end immediately after the first purchase. Unless you want to
turn your new customer into a loyal one who will bring you income in the long run. In this case, you can
keep it with appropriate blog posts, e-mail newsletter with special discounts and offers, other types of
loyalty programs, creating communities in the form of groups, forums, membership cards, etc.
• Advocacy - If you have earned the trust of your loyal customers to the extent that they voluntarily like
and actively engage with your social business profiles (Facebook Instagram), to recommend you to
friends, you have won "brand advocates". Such advocacy is extremely valuable, and the more skillfully
and professionally you guide your users through the previous stages of the user path, the more likely
you are to get it.

4
 Customer Funnel
Figure 2: Customer Funnel
It is also known as a sales funnel and to a large extent overlaps the stages of the consumer path. The
difference is that it shows the character and scale of the audience in each of the stages much more
clearly. And they are:
• TOFU (Top of the funnel) - here the audience is the most generalized and still the least ready to make
a conversion. Your digital marketing activities here should be aimed at making your potential customers
aware of your brand, as well as the goods and services you offer.
• MOFU (Middle of the funnel) - at this stage your audience is more profiled, meets certain targets set
by you, as well as the different types of buyer persona that you have built. This is the part of the funnel
where you create leads.
• BOFU (Bottom of the funnel) - the audience has decreased even more and is reduced to that part of
the users who are already ready to make a conversion (to make a purchase, reservation, request).
• Brand Evangelists - these are your most loyal customers who have already made a purchase, are
satisfied and ready to recommend your brand to friends and acquaintances.
In order to guide your customers through the consumer path and the consumer funnel, it is important to
properly implement the various communication channels in digital marketing.
3. Main communication channels in digital marketing.
Marketing in the digital age uses several main channels through which to communicate with the
audience. The task of the marketer is to decide which of them and in what sequence and combinations
to bet in order to achieve their goals. These channels are: Content Marketing, Email Marketing, Social
Media Marketing, Google Ads, SEO.

5
1) Content marketing - This form of marketing is focused on creating, publishing and distributing
content to a specific audience online. It is used by various businesses to increase the popularity of a
brand, product or service, to increase the consumer base, to stimulate online sales, etc.
Content marketing uses a variety of formats to reach an audience at a certain stage of the user path
or funnel. These formats can be:
• Textual content - it covers both shorter forms such as slogans, advertising messages, search and
social media hooves, and longer ones in the form of articles, manuals, and even entire e-books.
• Visual content - Not everything can be told in words, and where words are powerless, photos and
video formats come to the rescue. In the hectic daily life, a significant part of consumers prefer to
obtain their information visually. That is why it is important that the photos and videos show as
clearly as possible the message you want to convey to them.
• Combination of visual text content - this can be a single page of a site, as well as landing pages,
interactive e-books, infographics, etc.
When planning content marketing strategies as part of the overall digital marketing mix, it is very
important that the starting point is always the company's business goals. They must be clearly
measurable in order to subsequently verify the effectiveness of the content content applied.
Depending on what stage of the user funnel we are at, we can decide what type of content is best to
use.
2) Email marketing - This is the process of sending a message with a commercial message to a group
of people via e-mail. Perhaps one of the best developed aspects of digital marketing, as its roots can
be traced back to the dawn of the Internet for the mass consumer. The biggest advantage of email
marketing is the ability to communicate directly with the individual customer.
An undeservedly neglected and often underestimated channel, which, however, can repeatedly recoup
its investment. For this purpose, you need to use its main components in an appropriate way. This
means striving for a captivating title, interesting and engaging text that doesn't sound too advertising,
carefully segmenting your audiences. A key point for the success of your e-mail marketing campaigns is
to read the basic metrics correctly and to make the necessary corrections in due time:
• Deliverability - This metric gives you information about how likely your users are to receive email. It
is also a kind of test of how successfully the spam filter of the various e-mail clients your direct messages
and newsletters pass.
Email Deliverability Rate = (
Emails delivered
Emails sent
) × 100

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• Open rate - It measures the probability that the email you sent will be read. This is the higher the
value, the more attractive the title of your email.
Open Rate = (
Message Opens
Delivered Emails
) × 100
• Click-through rate - With this metric, you can find out what percentage of people who opened your
email clicked on one of the links in it. It is also an indication of your ability to "sell" a link through
interesting and useful text.
▪ To calculate your email CTR: Take the number of people that have clicked on a link in your email.
Divide that by the number of emails delivered. Multiply that number by 100 to get a percentage.
Email CTR = (
) × 100
• Unsubscribe rate - This is the indicator that will guide you in the attitude of your chosen audiences
towards your emails and your overall email marketing strategy. At the same time, it guides you on how
well you have segmented your audiences and how accurately you have chosen the messages for each.
Unsub. Rate = (
𝑈𝑛𝑠𝑢𝑏𝑐𝑟𝑖𝑏𝑒𝑠
) × 100
*Delivered Emails = Emails sent – Bounces
3) Social Media Marketing - Social platforms have felt their hidden power and now offer a number
of tools and services available to business customers, through which they can quickly and easily find
an audience for their brand, product or service, explore their campaigns and the results of
investments. In addition, through social networks, users can get in more direct contact with you,
whether personal or public.
Social media marketing uses social media and social networks to market a company's products and
services. It allows companies to engage with existing customers and reach new ones as they
promote their culture, mission. Sites like Facebook, Twitter, Instagram and LinkedIn are commonly
used to execute social media marketing.
Social media websites allow marketers to employ a broad range of tactics and strategies to promote
content and have people engage with it. Many social networks allow users to provide detailed
geographical, demographic, and personal information, which enables marketers to tailor their
messages to what is most likely to resonate with users.
Some of the key pillars of social media marketing are:

7
▪ Strategy: This step involves determining goals, the social media channels to be used, and the
type of content that will be shared. There are five important steps you need to take into
consideration to be sure that your social media marketing plan is sustainable and will have
positive impact on your business:
− Analyze the client’s profile;
− Decide on which social platforms you will sell;
− Create unique and captivating content;
− Organize a schedule for your publications;
− Analyze the impact and results.
▪ Listening and Engagement: Monitoring what users, customers, and others are saying about the
posts, brands, and any other business assets. This may require the adoption of a social media
engagement tool.
▪ Analytics and Reporting: Part of being on social media is knowing how far posts are going. Some
of the most important KPI’s are:
− Engagement;
− Followers’ growth;
− Traffic conversions;
− Social interactions;
− Social sentiment;
− Social shares;
− Web visitors by channel source;
− Social visitor’s conversion rate…
▪ Advertising: Purchasing ads on social media is a great way to promote and further develop a
brand.
4) Google Ads - The various formats for advertising brands, products and services on Google are
another way for businesses to reach their customers. Depending on the goals of their advertising
campaigns, they may use display, video, search and more.
Google advertising is also an integral part of digital marketing strategies. Some of the options that
Google Ads offer are:
▪ Search ads - You see them at the top and bottom of search engine results pages when you make
a search query. In most cases, they are aimed at that part of the users who are already
considering making a conversion (purchase, reservation, order) and are at the end of the MOFU
or on the threshold of the BOFU stage of the consumer funnel;
▪ Display ads - The Display Network, which Google has, allows you to place your ads on the pages
of sites that your potential customers who are interested in your products and services visit.
This format is very suitable for building effective remarketing campaigns.
▪ Youtube ads – Suitable for a wider audience in front of which to present your brand, your site,
as well as to experiment with more specific advertising messages and monitor the effect of
them.

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5) Search Engine Optimization (SEO) - Search Engine Optimization (SEO) is the process of
increasing the quality and quantity of traffic to a website. The aim is to improve its visibility for users
who use search engines to obtain information and do research. SEO focuses on improving
outstanding results, also known as "natural" or "organic" traffic.
Over the years, search engine optimization has become an essential element of digital marketing. It is
undergoing serious development and today, in order for a site to be well optimized, it must be as
convenient and useful as possible, especially for users. And the more successfully this condition is met,
the more satisfied the search engines themselves are. SEO processes include many activities, the main
ones being:
▪ Technical optimization - As its name suggests, it deals with technical cases on a website. These
can be incorrectly set redirects, pages for which the servers return errors type 4xx, 5xx, code
problems. This includes the processes of optimizing the speed of the site.
▪ Keyword research and analysis - Depending on the products and services offered by a company,
the main and additional semantic cores are determined, on which to optimize its site. The
better the selection and analysis are done, the greater the chances for high search engine
rankings, which will lead not only to numerous, but also quality traffic.
▪ Content optimization - This includes both planning and creating new content and improving
existing ones. As an optimization it is done not only on the texts, but also on the photos and
videos.
▪ Link building - internal, external and links that come from other sites to ours (so-called
backlinks) are among the SEO elements with the greatest weight. That is why it is important
that the link building profile of the site is as well maintained and maintained as possible. This
increases its rank and hence performance in search engines.
▪ SEO monitoring - it is essential to monitor on a regular basis the effect of the various SEO
techniques that are applied. In this way, timely actions are taken to improve the processes and
have even better results.
4. Importance of Digital Marketing Metrics.
Proper application of communication channels is a prerequisite for the success of any marketing
campaign. And how skillfully we handle them, we can understand when we regularly measure the
results achieved. And this is one of the main advantages of digital marketing. It has the necessary
tools not only to set clearly measurable goals, but also to monitor whether and as a result of what
actions have been implemented. Why this is important:
• We analyze the behavior of our users at each stage of the user path and funnel and evaluate
actions accordingly;
• We learn from the experience gained from past campaigns and adjust the future ones better;

9
• We present clear evidence of the effectiveness of the digital marketing activities we implement to
clients, colleagues and managers. We speak with clear figures and arguments;
• Our motivation increases when we see that our efforts are paying off.
Metrics
Among the most popular programs we can rely on for tracking and analyzing reports are Google
Analytics, Google Search Console, Tag Manager. They have a wide range of opportunities and are an
essential factor for digital marketing in all its areas.
The goal of the digital marketing metrics is to present the audience with an advertisement, have
them click through to a landing page and convert them on either a sale or another type of offer.
Most important Digital Marketing Metrics are:
 Page Views
 Impressions - the number of times that your ad was displayed to a user on your chosen ad
network
 Clicks
 Click Trough Rate - a metric that describes how often your ad impressions turn into clicks. You
can calculate CTR by dividing Clicks by Impressions.
CTR = (
𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠
) × 100
 Conversions - Every time someone completes a desired action that answers the campaign goal.
It could be purchasing a product/service, subscribing for a newsletter, signing up for a free trial,
or something else. The Conversions metric describes the total number of times that the
campaign goal was satisfied.
 Conversion Rate - Conversion rate is the total number of conversions divided by the total
number of people who viewed the landing page.
Conversion Rate = (
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑐𝑜𝑛𝑣𝑒𝑟𝑠𝑖𝑜𝑛𝑠
𝑇𝑜𝑡𝑎𝑙 𝑣𝑖𝑠𝑖𝑡𝑜𝑟𝑠
) × 100
 Cost per Conversion - Once you have some conversions for the digital advertising campaign, you
can calculate a Cost Per Conversion. Cost Per Conversion is the total number of conversions
divided by the total dollar amount spent on advertising.
Cost per conversion = (
𝑇𝑜𝑡𝑎𝑙 𝑎𝑚𝑜𝑢𝑛𝑡 𝑠𝑝𝑒𝑛𝑡
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑙𝑒𝑎𝑑𝑠
) × 100
 Revenue - Revenue is the total of all income generated through your digital ad campaign in a
given period. If a landing page sells a product or service, you’ll get some revenue with every
conversion. If the campaign goal is to collect email opt-ins, you’ll need additional steps in your
sales funnel to convert those leads into revenue.
 Return on Ad Spend - Once the ad campaign generates revenue, you can calculate your Return
on Ad Spend (ROAS). ROAS is the total revenue divided by total ad spending over a given period.
ROAS = (
𝑅𝑒𝑣𝑒𝑛𝑢𝑒
𝐴𝑚𝑜𝑢𝑛𝑡 𝑠𝑝𝑒𝑛𝑡 𝑜𝑛 𝐴𝑑𝑠
) × 100
 Bounce Rate - Bounce rate is a metric that measures how frequently a user lands on your page
and leaves without engaging or interacting. Note that this is a different meaning for bounce rate
from the one listed under email marketing.

10
𝐁𝐨𝐮𝐧𝐜𝐞 𝐑𝐚𝐭𝐞 = (
𝑇𝑜𝑡𝑎𝑙 𝑉𝑖𝑠𝑖𝑡𝑜𝑟𝑠 𝑡𝑜 𝑤𝑒𝑏𝑝𝑎𝑔𝑒
𝑤ℎ𝑜 𝑙𝑒𝑓𝑡 𝑤𝑖𝑡ℎ𝑜𝑢𝑡 𝑎𝑛𝑦 𝑖𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑜𝑛𝑠
𝑇𝑜𝑡𝑎𝑙 𝑉𝑖𝑠𝑖𝑡𝑜𝑟𝑠 𝑡𝑜 𝑎 𝑤𝑒𝑏𝑝𝑎𝑔𝑒
) × 100
 Average Session Duration - Average Session Duration tracks how long the average visitor
remains on your website before going elsewhere.
 Time on Page - While average session time applies to the entire website, the time on page
metric measures how long users spend on a specific page before navigating away.
 Pages/Sessions - This metric tracks the average number of pages viewed across all user sessions
on a website.
 Exit Rate - The exit rate metric measures how frequently users leave the website after landing
on a specific page. This is especially useful if the website contains a multi-page sales funnel and
you need to determine which page or pages are causing prospects to abandon the purchasing
process.
𝐄𝐱𝐢𝐭 𝐑𝐚𝐭𝐞 = (
𝑇𝑜𝑡𝑎𝑙 𝑒𝑥𝑖𝑡𝑠 𝑓𝑟𝑜𝑚 𝑝𝑎𝑔𝑒
𝑇𝑜𝑡𝑎𝑙 𝑣𝑖𝑠𝑖𝑡𝑠 𝑡𝑜 𝑝𝑎𝑔𝑒
) × 100
 Scroll Depth - Scroll depth is a Google Analytics plugin that measures user engagement by
looking at how far users scroll down a given page of the website.
 Conversion Rate - The conversion rate for a landing page, or your website as a whole, can be
calculated as the total number of conversions divided by the total amount of unique visitors.
Importance of digital marketing in the Tourism industry
Digitization makes it easier for travel businesses to connect with prospective customers. Travel
businesses can now implement different digital marketing strategies to raise awareness about their
products or services, reach a much larger audience and offer exclusive deals that will inspire and entice
travelers.
Tourism digital marketing is about creating great content to inspire travelers and build customer
engagement. It is ultimately about creating strong ties with customers to foster brand engagement.
Tourism businesses should understand the importance of digital marketing strategies for reaching and
interacting with customers, building brand loyalty, and advertising. By understanding the audience as
well as the technology that they consume, you can better form a digital marketing strategy. Finding
which platforms target audience uses and what is relevant to them (be it through data analysis or
forming relationships with influencers) allows you to get in your ideal guest’s head and organize your
strategies to work for them.
There are several key pillars, that should be added to a digital marketing strategy in the field of tourism:
1) Google - offers reservations for hotels, flights, weather forecasts, and other suggestions for
numerous destinations
2) Data in the tourism sector for marketing decision making - Analyzing the available data on
consumer trends allows travel companies to compensate appropriately for tourist needs. By
using data, we can make more accurate decisions that help us in our actions to attract users and
improve their experience.
3) Online sales of tours and experiences - With such advanced technology, we now have the power
to search for holiday options based on our special interests or requirements. Interact with them

11
with visuals that show them why you are the best choice by showing them the unique
experiences of your region, the culture, the fauna, the flora, the food, and more.
4) Inbound marketing and content - One tried and tested strategy that tourism companies use to
attract buyers is well-written content, and that’s not likely to change anytime soon. Content is
always going to be a huge part of your digital marketing strategy, but think beyond your
website.
5) Videos - Visuals are a powerful tool, particularly with travel marketing. Photos, videos, virtual
tours, 360-degree views and other immersive experiences allow your customer to imagine
themselves in a certain destination and yearn for the opportunity to experience it in person. On
top of that, customers looking for travel planning are looking to be captivated by the media they
experience on the site before they will book travel with the company, so having enticing visuals
keeps them engaged and searching your site to discover more products and services.
6) Social networks - Social networks play an important role in tourism since they are used before,
during, and after the trip. Everyone has their own platform preferences, so consider this
segment of your target audience so you can decide where to focus your social media efforts.
7) Paid Ad Campaigns – SM Channels offer advertising opportunities directly on the platform. You
can easily set up an account and run a campaign, as well as access the reach, engagement and
insights from users who interact with your ads. From there, you can use those insights to refine
and develop your ad campaigns to narrow your audience, adjust the time or frequency, set
specific goals and finesse your overall strategy.
8) Facebook Messenger and chatbots - Social networks play an important role in tourism since they
are used before, during, and after the trip. Everyone has their own platform preferences, so
consider this segment of your target audience so you can decide where to focus your social
media efforts.
9) Social media influencers - Employing the help of influencers can be an effective marketing
strategy when used properly. The ever-popular, photo-based Instagram is the perfect platform
to inspire your guests to travel with you, and influencers are well-positioned to recommend
your tours and services. This can be a complex business deal, so check out our tips on how to get
the most out of your relationships with influencers.
10) Destination marketing - is all about inspiring a traveler to visit a location while also providing
your customer with the best travel experience with as little hassle as possible. Even for a
seasoned traveler, it’s always uncomfortable to be in a new place and unsure of how to get
there and get around, where to go for essential needs, what rules or laws need to be followed
and other practical information. The more you can provide this information to your customers in
a comprehensive package, the more trusting they’ll be in your services.
A successful digital marketing strategy for the travel industry involves more than just inspiring travel
plans in customers and encouraging them to buy travel deals. Ultimately, the goal is to bring your
customers back and gain their loyalty so that they will continue to seek you out for their regular vacation
planning.

12
Digital Booking Sites
In the hospitality industry, digital booking site is an online platform that sells travel-related services and
allows its users to directly book hotels, flights, cars, tours, and more. The main benefit for consumers is
that they can compare prices, reviews and availability from many different providers in one interface.
One of the best ranked digital booking platforms are:
1) Booking.com - the world's largest accommodation website. This hotel booking site has a mix of
hotels, hostels, B&Bs, holiday homes and even apartments in its search results. Customers can
sort by price, rating and even cleanliness. They can filter results by budget, hotel chain, star
rating, location (distance from city center), and accommodation type (apartment, hotel, hostel,
etc.). For families and groups, there are filter options for family-friendly accommodation, family
rooms, and bed types (twin, double, etc.).
2) Tripadvisor - Travelers from all over the world use the Tripadvisor website and app to find out
where to stay, what to do, and where to dine based on recommendations from other travelers.
Travelers use Tripadvisor to find great prices on lodgings, book experiences, make reservations
at restaurants, and discover locations nearby, thanks to more than 1 billion reviews and
opinions from almost 8 million companies. Tripadvisor has offices in 43 countries and 22
languages
3) Kayak - Kayak offers an easy way to compare prices between online travel agencies with a list of
the lowest offers, but customers can also check overnight rates from multiple hotel booking
sites. The design of the hotel booking website is very simple, it provides a lot of information, and
Kayak is easy to navigate. Customers automatically see results for a variety of accommodation
types, including hotels, rentals, resorts, and guesthouses.
4) Trivago - A metasearch engine that compares the rates and offerings of several online booking
sites for accommodation. They compare and display several offers from a variety of booking
sites, and they get paid if a user clicks on their particular deal. They are not a party to any
booking agreement between the user and the website or lodging. They do not take any fees for
a traveler's stay and are not responsible for the services provided by the booking site.
5) Priceline - an online travel agency that finds discounted prices on travel-related purchases such
as airline tickets and hotel stays. The company facilitates travel services from its suppliers to its
customers. Priceline also sells discounted cruises, tours and attractions.
6) BookingBuddy- allows users to browse different partner sites at the same time to compare the
prices and options offered. Offers and discounts are based on information provided on these
websites. Booking Buddy is a website that makes travel search easy - from flights to hotels to
rental cars, they offer users the options the internet has to offer.
7) Hotels.com - Global hotel accommodation providers that offer booking services through their
network of localized websites. Hotels.com offers travelers one of the largest accommodation
options on the web, including independent hotels, major chains, and self-catering hotels in more
than 100,000 hotels worldwide. The company provides a one-stop shopping resource for hotel
prices, amenities and availability.
8) Expedia - Expedia is a prominent full-service online travel company that helps travelers plan and
book their entire trip with the largest range of holiday packages, flights, hotels, vacation rentals,
rental cars, cruises, activities, attractions, and services available.
9) Travelocity - Travelocity.com is a popular online travel site that allows visitors to book airline,
hotel, and car rental reservations, as well as cruises and holiday packages, as well as access a
variety of other travel-related services.
10) Hotwire - Hotwire is a travel website that offers airline tickets, hotel rooms, rental cars, and
vacation packages. It operates by selling off unsold travel inventory at discounted prices.

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