Chapter 2.

Role of marketing in
Digital Age
Service Marketing in Digital Age
Mr. Santin
 Concepts
 Digital Disruption
 Customer are in charge
 Data and technology in marketing
 Building personal experience using
customer journey
 Buyer personas
 Description
 How marketing managers go about
developing profitable relationships in
DIGITAL AGE.

 But first we have to understand the

context.
 Tech Revolution
Group discussion
https://www.youtube.com/watch?v=KP9sMNwf6zw

What you do you think of this?

Are you aware this age is the new renaissance? Do you agree?
How this affects to hospitality industry? Give one example
 Tech Revolution
To understand this revolution
and its opportunities wee
have to see what their pillars
are, and those are:
 1- Space
 2- Computing
 3- Communication
 4- Access

But the most important ones

are speed and capacity on
microchips and internet with
peer to peer connection.
 Tech Revolution
What makes unique this revolution nowadays is its capacity to spread all over the world
and make more revolutions at same time at every single level in our society.

Explain using chalkboard and link to previous one

 Digital disruption
Digital disruption is an effect that changes
the fundamental expectations and
behaviors in a culture, market, industry or
process that is caused by, or expressed
through, digital capabilities, channels or
assets

Gartner
Final exam
Digital disruption
Digital disruption
Digital disruption.
Tourism industry.
 Digital disruption
Hyper-connect world

IoT 100 billion devices

10 billion
Mobile
subscribers

Desktop internet 1 billion users

https://www.youtube.com/watch?v=Ihzc9igzIVQ
 Digital disruption
Process:
1. Recognize Change
2. Start now …. You are already late
3. Develope an identity
4. Meet customer needs and way of life
5. Price, technology and reduction effort drives
demand
6. Control your part of the business >>> look for
partnerships
PWC
 Contextualize tech
revolution on tourism
industry
Key concepts to be competitive nowadays

 Globalization makes people know more cultures and encourage traveling to

have new experiences
 Travel drives technology since internet was born
 Digital traveller change the customer journey
 Consumer become prosumers and they more powerful than ever
 Sharing economy is changing the rules by eliminating intermediaries and
reduction effort to users
 Hyper personalization of service and experience is vital. One to one
communication and campaigns
 Break frontiers and establish bridges … looking for partnerships, every
where and at every level
 Continually redefining strategies to meet users needs by engaging with
customers on their lifecycle
World Travel Organization
 Digital disruption
Some more …..
1. Traveller expectations
2. Mobile, mobile and mobile
3. Big data
4. AI ??
5. VR and robotics ??
6. Gatekeepers
How do we start?
Value
proposition
design. Customer
segments
Analytics
UX design
integration
Digital strategy
design

Marketing Content strategy

approach design

Web design
Final exam
 Business Canvas Model
Elements
1. Customer Segments. How we describe our consumers
2. Value Proposition. How meet our customers needs
3. Channels. Where we promoted our product
4. Customer relationships. How do we manage our relationships
with our clients
5. Revenue streams. Where will get revenue
6. Key activities. What are the main activities to meet our
customer needs
7. Key resources. Who are the main partners and suppliers
8. Cost structure. What are the business model cost

Final exam
Business Canvas Model
Airbnb Canvas
UX Design
Contents
Web Design

At least responsive ……
Analytics Integration
 Types of consumers
1. Need Based Consumers: specific intention
to buy a particular type of product
2. Habitual Consumer: they are rely on
loyalty
3. Organizational Consumer: purchase items
for organizations, usually in bulk
4. Seasonal Consumers: purchase on
seasonal basis
5. Personal Consumers: purchase for
personal, good or family products
6. Discount Driven: Consumers: due to the
discount on offers
7. Impulse Buyers: unplanned decision to
buy a product or service

Final exam
 Digital consumer
behaviour
In digital purchasing, consumers derive satisfaction from their ability to navigate a website and the
convenience of online searching which allows them to compare prices and 'shop around' with minimal
time commitment. Thus the online consumer is motivated by more utilitarian factors.

1. Users searching for information directly, there is

no guarantee of sale of conversion
2. Users searching for information indirectly. They
are more likely to navigate through and interact
with the digital advertisement campaigns
3. Heavy users which have a straightforward mind
to get a specific oline product
4. Users searching for bargain based on products
from sales promotions.
5. Users searching for entertainment. Those are
potentials targets for gamification or content
strategies

Electronic Commerce Research and Applications Final exam

 Consumer to prosumer
A prosumer is a person who consumes and produces a product. It is derived from "prosumption",
a dot-com era business term meaning "production by consumers".

1. Technology drives prosumers

2. Digital full equipped: 3.4 devices average
per person
3. Omnichannel use
4. More social and cooperatives
5. More information, more kowledge and
more posibilites make them fatihless and
disloyal
6. Distrust brand and advertisment campaigns
7. They rely on other opinions and reviews

American writer, futurist, and businessman

Consumer to prosumer

https://www.youtube.com/watch?v=a2AJGz11Jzo
 Consumer to prosumer
https://www.instagram.com/explore/tags/catalunyaexperience/
Walker sand 2018
 Digital Marketing
How to influence on the customer journey to meet our customer needs.

1 2 3 4 5

Problem, Purchase
Search for
question, Evaluation Loyalty
information decisión
wish …..
 Customer journey
The customer journey is the complete
sum of experiences that customers go
through when interacting with your
company and brand.

In other words, since the very first impact

of our brand or company had on him till
he make a purchase or payment or any
kind of conversion.

surveymonkey
Final exam
Customer journey
 Why customer journey
1. Better Understand Your Customers:
Put yourself in your customer shoes.
Or even better …. Asking to real
clients.
2. Identifying marketing wastefulness:
Optimizing customer experience
3. Transversal to company: encourages
the cross-departmental coordination
needed to give the best customer
experience
4. Building a Differentiated Experience:
Stand out from competitors
5. And the most important one…. Is the
best tool to provide a seamless
customer experience.
Final exam
 Elements or layers
1. Stages: awareness, consideration, acquisition,
purchase/service, loyalty/advocacy
2. Channels: TV, street, internet, radio, mobile apps,
in-shop, et.
3. Touchpoints: one interaction with client
4. Steps: decisions made by clients
5. Call to actions: is an instruction to the audience
designed to provoke an immediate response,
regularly verbs.
6. Levers: price, promotion, technology, creative, etc.
7. Departments: marketing, sales, customer service,
etc.
8. KPIS: impacts on client, web visits, nº of purchase,
nº of prescription, etc, etc.
9. Moment of truths: fil up an application, download,
book a reservation, makea payment, etc.
Final exam
 Mapping the customer
journey
1. Educate and involved to all people within the
organization about customer journey
2. Identify moments of truth
3. Confirm stages, the may be slightly different,
depends on the industry
4. Mapping potential clients emotions but putting
yourself in customer shoes or hire an agency and
give out a brief
5. Summarize frontstage touchpoints such as Call
Center, frontline employee, website, word-of-
mouth, etc.
6. Performance Assessment once you have identified
your customer emotions related to the customer
journey.
7. Map backstage influencers within the company
8. Set up an action plan
hubspot Final exam
 Exercise
Exercise and group discussion:
1. Think of any customer journey that you had
had in the past:
1. Planning and booking holidays
2. Searching, evaluating and choosing your
university
3. Whatever you like
2. Map your own customer experience with the
following items: stages, touchpoints,
departments involved and moments of truth
3. Include mood level on every touchpint
An executive flies from London to Lego office in New York city and he describes his journey
with an airline company: before, during, and after the flight.
 Target buyer persona
A buyer persona (a.k.a. “customer avatar”) is a fictional
person who represents a particular company’s ideal
customer. How to create them

1. Gathering data:
a) Internally (GA or KW Research)
b) Externally (benchmarking), hiring
an agency to make focus group,
etc
2. Online research: tracking your target
down on his digital presence
3. Create a template of the buyer persona
by drawing or usiing tools for it
4. Integrate buyer persona into customer
journey Tool to create avatar
Buyer persona guide https://xtensio.com/user-persona/
https://digitalmarketinginstitute.com/en-eu/blog/2017-4-27-the-beginners-
guide-to-defining-buyer-personas
optinmonster Final exam