Introduction

The digital world is evolving rapidly, with materials becoming obsolete quickly. Over 4.6 billion
people worldwide have internet access, and regions like North America lead in penetration. Access to
the internet is changing with mobile data plans and wifi, facilitating e-commerce growth. Businesses
need to embrace digital marketing to stay relevant, as technology continues to shape consumer
behavior.

Consumers are increasingly tech-savvy, and embracing technology is crucial. Here are tips for
leveraging digital tools:

1. Use of moment marketing -Utilize moment marketing to connect emotionally with consumers.

2. Use of different platforms -Utilize various platforms like websites, social media, and email to reach
target customers effectively.

3. Do it consistently -Consistency is key; maintain your digital marketing efforts regularly.

4. Engaging content is essential -Create engaging content that captures attention quickly to connect
with potential customers.

Internet statistics on penetration and use

Over 4.6 billion people worldwide use the internet, representing 57.1% of the global population.
Northern Europe leads in internet penetration at 95%, while Asia has the highest number of online
users, surpassing 2.3 billion. In the Philippines, internet users reach 70 million, more than half the
population. Users spend an average of 170 minutes online daily, primarily via mobile devices,
engaging in activities like watching videos, emailing, social networking, reading news, and shopping.
Digitalization opens business opportunities in e-commerce, online media, transportation, food
delivery, and travel booking. E-commerce sales account for 10.2% of global retail sales, with the
online travel industry expected to reach $817 billion by 2020. In the Philippines, online sales are
projected to contribute 62% of total revenue by 2023.

The Internet and the world wide web

The internet serves as a vast network connecting users worldwide. Its growth has facilitated
communication and marketing, driven by user-generated content. The World Wide Web provides a
multimedia interface for accessing interconnected documents. Initially used for information
distribution, internet marketing evolved with direct selling and database marketing. Major brands
adopted internet strategies, leading to the emergence of online travel agencies like Expedia and
Travelocity, leveraging technology for distribution and customer feedback.

Albert Angehrn (1997) summarized the use of cyberspacefor marketing (Middleton, Fyall, and
Morgan 2010):

1. Information

2. Transaction

3. Distribution
4. Communication

Limitations of the Internet

The internet, while highly developed, has limitations that marketers should be mindful of:

1. Digital divide: Access to information is limited to those with smartphones and computers.

2. Information overload: Sorting through vast, unstructured information can be challenging.

3. Speed: Instant availability of information puts non-online businesses at a disadvantage.

4. Security: Concerns about privacy and data misuse hinder e-commerce growth, though improving.

5. Credibility: Distinguishing between fact and fiction is difficult due to user-generated content.

6. Intellectual property: Issues like plagiarism and copyright infringement are prevalent.

7. Trustworthiness: Consumer trust issues can hinder online payment transactions.

Advantage of using Internet

While the internet has limitations, it offers distinct advantages for businesses to boost sales:

1. Global market reach: Businesses can reach potential customers worldwide.

2. 24/7 accessibility: Customers can access the business at any time, increasing convenience.

3. Multimedia capability: Cost-effective use of photos and videos enhances marketing efforts.
4. Lower costs: Establishing and maintaining a website is inexpensive, and viral digital campaigns can
spread at minimal cost.

5. Interactivity: Enables various forms of communication between businesses and consumers,

fostering engagement and relationships.

Marketing on the Internet

With the abundance of information online, attracting potential customers becomes challenging due
to competition. Hospitality businesses can utilize various strategies for online distribution and
promotion:

1. Through chain or consortium: Major hotel and restaurant chains maintain websites for promotion
and bookings.

2. Setting up their own site: Independent tourism operations can establish websites to showcase
their offerings.

3. Listing on mega-travel websites: Utilizing virtual malls that aggregate travel products allows
customers to compare options from different suppliers on a single platform.

Social Media

Social media is a participatory online platform where users share news, photos, videos, and podcasts,
often collectively arriving at conclusions. It encompasses various internet applications influencing
tourism brands through user-generated content. It allows businesses to engage with their audience,
listen to feedback, and influence consumer behavior. In tourism marketing, social media is essential
for making products tangible through shared experiences and facilitating electronic word-of-mouth
promotions.

Popular Social Media Channels

The most popular social media channels include:

- Facebook, with 2.7 billion active users.

- YouTube, boasting over 2.2 billion users, predominantly aged 18-44.

- Instant messaging apps WhatsApp and FB Messenger, each with over 2 billion and 1.3 billion users,
respectively.

- Instagram, with 1.221 billion users.

- TikTok, with over 689 million users globally, primarily Gen Z.

- LinkedIn, with 675 million users, mostly millennials.

Social Media Content

Social media content encompasses various formats such as blogs, microblogs, vlogs, photo sharing,
video sharing, and location-based social networks:

1. Blogging: Personal and corporate blogs allow individuals or companies to express themselves or
promote products/services.

2. Microblogs: Platforms like Twitter enable short bursts of text for quick updates and interaction.

3. Vlogging: Video blogging offers a richer experience than text-based blogging, sharing personal
experiences and thoughts through videos.

4. Photo Sharing: Photos convey experiences effectively, especially in travel and food sharing, easily
shared on platforms like Facebook.

5. Video Sharing: Videos enhance experiences with movement and audio, providing a deeper
appreciation of shared content.

6. Location-based Social Networks: Mobile networks like Foursquare and Gowalla allow users to
share their locations and discover nearby venues.

When using these channels, businesses must be prepared for direct customer feedback, whether
positive or negative, as social media encourages open communication. Censorship may be viewed
negatively as it goes against the nature of social media.

Social Networking Sites (SNS) Ethics

In social media marketing, ethical considerations include:

1. Avoid randomly contacting people and bombarding them with promotional posts.

2. Ensure content originality and properly acknowledge sources.

3. Minimize the use of expletives and negative language.

Smartphones and SNS Growth

The rise of smartphones has fuelled the growth of social networking sites (SNS), making them the most
common web access device worldwide. Instant internet access allows real-time sharing of experiences,
requiring tourism marketers to be agile in engaging customers online. Location-aware services enable
businesses to connect with nearby customers and offer incentives.

Online videos, particularly on platforms like YouTube, make tourism products tangible and serve as
powerful marketing tools. Consistent branding across social media networks is crucial, and tools like
Hootsuite and Bufferapp aid in managing and scheduling posts. Active social media engagement is
essential for building customer relationships.

Simply having a good website is not enough; it needs to be marketed effectively to attract potential
customers. Search engine optimization (SEO) techniques, such as organic listings and pay-per-click
advertising, can improve website visibility. Technology allows tracking of user actions on websites,
enabling measurement of internet marketing ROI. For instance, Amazon.com uses customer data to
personalize interactions and suggest relevant products.

Company websites

Effective marketing is essential for driving traffic to a company website. Utilizing popular search engines
like Google, Yahoo, and MSN through organic or paid listings can boost visibility. Advanced technology
enables tracking of user activity and measuring the return on investment for online marketing efforts. For
instance, Amazon.com personalizes user experiences based on their preferences and behaviors,
maintaining contact and suggesting products accordingly.

A good hospitality website design should prioritize:

1. Useful and relevant content: Regularly updated with the latest promotions and activities to keep
visitors engaged.

2. Ease of navigation: User-friendly layout with clear tabs and links for easy access, even for non-tech-
savvy users.

3. Artistic design: Creative and dynamic design elements using appealing colors, photos, and layouts.

4. Functional characteristics: Simple and useful features such as readily available reservation details,
contact information, and feedback options.

Jhana report

Influencers - Users generated content is now an issue that tourism marketers needs to watch out for
consumer can rave or rant about your services and products without your consent. As such, they can
make or break your image .

Group Buying Sites - Online selling or e - commerce has become a cost effective intermediary for different
types of products , including tourism products. Recent studies reveal how consumers adapt to new
technologies in the delivery of goods and services such as enterprise resource planning ( Pagaolu 2011)
and online shopping ( Klopping and McKinney 2004).

Online Auction - Annother form of e - commerce is the online auction. Online auctions has the ability to
flexiby prices based on the dynamic concurrence of supply and demand , subject to specific market and
competitive conditions. eBay has become one of the most successful electronic market places both in
terms of sales volume and usage rates ( Fuchs et al 2010 ) . Other forms of travel related on process
include the use of web base geospatial informations system known as WebGIS . The information
searches in the internet are facilitated through the WebGIS. There is also the increasing presence of firm
hosted online travel communities that has been shaping and motivating significant changes in the travel
industry.

Effective Digital Marketing Campaigns - The basics of online marketing of creating a solid strategy , search
engine optimization and search engine marketing , website analytics , email marketing , social media
marketing , online PR , affiliate marketing , and online display advertising are still effective tools. Coming
up with a blend of which channels may work best in tapping the target market for your particular
product is the goal of an effective digital marketing campaign. Technology has moved digital marketing
in giant steps. Statista.com reports that as of April 2020 , the most popular social media networks
worldwide are Facebook with 2.498 billion subcribers, Youtube with 2 billion ,WhatsApp with 2 billion ,
Facebook messenger with 1.3 billion , Wechat with 1.165 billion , and Instagram with 1 billion users.
Hence, for the purpose od marketing micro hotel , the following digital tool are suggested :

A. Facebook and Instagram are popular socila media application used not only for personal networking
puposes bit also helpful tools in developing social media engagementengagements for tourism
destinations.Beyond social networking , facebook has become a tool for businesses to create an online
presence through fan pages , private and public groups, event posting and invitations , blog sharing and
video live streaming . Instagram on the other hand , is very effective in the use of stories , influencer
marketing and hashtags.

B. Instant messaging is a type of online chat which offers real time text transmission via internet . The
popular instant messaging applications include facebook , messenger, wechat, and Viber. These are low
cost or free chat messenger applications that are downloadable on smartphones and can be use for free
through the internet. Its features of being g able to send messages to many group chats, audio and video
messages , as well as emotions in GIFs , make it a popular alternative to text / SMS messaging . Referrals
are generated using the powerful forward botton.

C. Email marketing is a tool allows direct contact with the customer for commercial purposes . It is still
considered one of the most effective marketing tools online.

D. Maximize the power of influencers , travel blog both professionally and personally created help
improve product awareness and reach. This positions the product to be more visible and helps establish
loyalty and sales.

E. The hiring of a freelance digital marketing professional can help put all these digital campaign
recommendation together.

The SEO Sages”

“Web Wizards”
“Digital Dream Team”
“Pixel Pioneers”
“Click Commanders”
“Online Optimizers”
“Content Crusaders”
“Data Dynamos”
“Cyber Strategists”
“E-Marketing Maestros”