Creative digital marketing campaigns for hospitality and tourism organizations / Tingting Zhang.
Marketing has evolved over the past decades. It started with traditional marketing, which provided a source to advertise the product. Over the years, however, customers and technology have evolved. With the evolution of the Internet and e-commerce, marketing has widened to exploit those opportunitie...
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| Format: | Ebook |
| Language: | English |
| Published: |
London :
International CHRIE,
2021.
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| Series: | SAGE business cases
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| Subjects: | |
| Online Access: | SAGE |
| Summary: | Marketing has evolved over the past decades. It started with traditional marketing, which provided a source to advertise the product. Over the years, however, customers and technology have evolved. With the evolution of the Internet and e-commerce, marketing has widened to exploit those opportunities. Today, there are so many advertisements that it is difficult to appeal to customers and distinguish a brand from its competitors. Therefore, marketers are creating more immersive and creative marketing campaigns to again appeal to customers, investing more in the creation of the advertisement to make it stand out. To do so, marketers are using famous singers or actors to promote the product, using their voices, songs, or likenesses. Sometimes, the creativity lies in the editing of the advertisements, special cinematic effects, or the use of creative techniques or slogans in the ad. The ad that most stands out will be talked about by consumers, enhancing its dissemination.The campaigns described in this case highlight how modern creative ability and technology make a connection with specific users. Marketing today has a much broader base of channels, each of which touches a different area of the marketing landscape, whether through social media, television, or YouTube. Optimizing these added channels and diverse marketing areas increases the competitive nature of marketing initiatives in general. No longer is it about nice graphics and clear messaging. Marketing must be more creative than that, speaking to the specific audience of a specific channel. A sense of authenticity must accompany each effort. Advertisements can no longer be aimed at a broad audience; they must target a specific one. The campaigns highlighted in this paper recognized and exploited this to achieve success. It is a new world in the marketing arena, and the continued pace of technological change ensure it will continue to develop. Companies that keep up and help the industry to innovate will be the most successful. |
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| Item Description: | Originally Published In Zhang, T. (2021). Creative Digital Marketing Campaigns for Hospitality and Tourism Organizations. Journal of Hospitality & Tourism Cases, 9(1), 9-17. |
| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781529798937 1529798930 |