Marketing
Preview
Along the concept planning process, you have already analysed and covered the so-called 7 Ps included in the Marketing Mix: product, price, promotion, place, physical evidence, people and process.
The Marketing Communications Mix involves all the tools the company uses to communicate with its (potential) customers.
Different content serves different purposes along the customer journey.
Source: Smart Insights 2021
In today’s world, digital marketing is a necessity. Your customers expect to find inspiration, information and service online, during all the stages of the customer journey. Fortunately, there exist excellent online learning materials and toolkits for tourism companies, such as
- Travel and Events Queensland: The Ultimate Transformational Experience Guide
- Visit Britain: Digital Marketing Toolkit
- Nova Scotia Experience Toolkit: Market Your Experience
- Visit Finland: Matkailuyrityksen digiloikan ABC (a course in Finnish)
Sources and further reading:
CBI 2020. How to Be a Successful Tourism Company Online? https://www.cbi.eu/market-information/tourism/how-be-successful-company-online.
Hanlon, A. 2022. How to Use the 7Ps Marketing Mix. https://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-7ps-marketing-mix/.
HubSpot 2020. 2021 Social Media Trends. https://f.hubspotusercontent00.net/hubfs/53/Talkwalker/Social_Trends_Talkwalker-FINAL.pdf.
PALMA 2018. Markkinointisuunnitelma. http://www.palma.fi/palma-malli/markkinointiviestinta/Markkinointisuunnitelma.pdf.
Smart Insights 2014. The Content Marketing Matrix. https://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/.
Visit Finland 2019. Matkailuyrittäjän kansainvälistymisopas. https://www.businessfinland.fi/498bfa/globalassets/julkaisut/visit-finland/tutkimukset/2019/vf_kansainvalistymisopas_2019.pdf.
Visit Finland 2019. Digitaalisten kanavien ABC. https://www.businessfinland.fi/4977ea/globalassets/julkaisut/visit-finland/vf_digitaaliset-kanavat_abc.pdf.