Essay on "Internet Marketing in Hotel Business"

Essay 5 pages (2257 words) Sources: 5

[EXCERPT] . . . .

, 2009).

A properly organized website helps users to find relevant information fast. It offers a coherent, satisfying and intuitive website-using experience. Furthermore, intuitive organization of information architecture assures that all the website development phases run efficiently and smoothly. It may help prevent costly, time-consuming alterations to the visual design as well as site development through identification of required features, location and number of navigation links and content placement early into the process (Cooper et al., 2008).

Two website designs proposed for the desktop and mobile websites, respectively, of mywebsitehotel are shown below.

Adopted from yaml.de

Adopted from learning (b)log

Process Analysis

Mywebsitehotel's IT department should have a firm grip on the website's control because of risks such as messing up, problems arising or errors which will result in undoubted trouble and greater workload for the hotel's IT department (Cooper et al., 2008).

Thus, the requested functionality upgrades or design alterations from the hotel's Marketing Department should be channeled through the hotel's IT department workflow, largely impeding or restricting the ability of the Marketing Department to effectively assess or improve the performance of the website (Robbins, 2012).

The content of the website is to be created and updated as required by the sales and marketing department. However, this content is to be uploaded by the IT department to ensure compliance with Search Engine Optimization (SEO) requirements (Robbins, 2012). The sales and marketing department will also be responsible for responding to booking orders, emails, and any customer issues and concerns. However, the management of the websites design and technical aspects is the responsibility of the IT department. To ensure that the website fits the requirements of the market, it would be expected that the sales and marketing department will provide advice to the IT department through consultations. The website will have social media linking icons at the homepage and the various chosen social media accounts will be maintained by the sales and marketing department (Robbins, 2012).

Marketing Techniques

A major way to establish trust and authority with respect to customers is through consistent creation of valuable content via different channels. Basically, this involves relevant information on the industry to provide insights to the audience. This enables steady building of rapport for development of a loyal customer base. As stated by the CMI (Content Marketing Institute), social media, business website articles, case studies, eNewsletters, articles found on other sites and videos prove to be the best B2B strategies for content marketing (Middleton et al., 2009).

Businesses can employ diverse social media for their marketing campaigns, such as Facebook, Twitter and LinkedIn. Other popular social media like Google+, Pinterest, Instagram and Tumblr have provided several new options to businesses for producing engaging media content in different forms to build audiences across vast channels (Cooper et al., 2008).

Conclusion

Determination of the target audience of the website is the primary step to integrate it into the current business strategy. Successful websites meet target audience needs by effective delivery of useful content, matching of technological capabilities, allowing accomplishment of tasks and offering a good web design with practical functionality (Robbins, 2012). The best resources for website planning are competitor websites and other same-niche websites. It is essential to evaluate competitors' websites to see their way of catering to visitors and kinds of e-business functionality offered. The company's own website must be better than that of competitors. Use of content management systems like WordPress is handy for frequent website updates or if many non-technical persons are required for content upkeep (Middleton et al., 2009). Features of a few content management systems include workflow approval, multiple user administration or WYSIWYG editors for contributing individuals who don't write HTML and other markup languages for WebPages (InnoSupport, n.d.).

References

A modular CSS framework for truly flexible, accessible and responsive websites, accessed on April 11, 2015 from http://www.yaml.de/docs/

Adkisson, H.P. (2002). Identifying de-facto standards for e-commerce Web sites. Proceedings of the IEEE International Professional Communication Conference, 22-45

Cooper, C., Fletcher, J., Fyall, A., Gilbert, D. & Wanhill, S. (2008). Tourism; Principles and Practice. Fourth edition. Great Britain. Pearson Education Limited.

InnoSupport. (n.d.). Presentation on the internet & Web content layout. Retrieved from: http://www.innosupport.net/index.php?id=2306&L=%273%27%20and%20char%28124%29%2Buser%2Bchar%28124%29%3D0%20and%20%27%27%3D%27

Learning (b)log accessed from April 11, 2015 from https://pamwright99.wordpress.com/tag/web-pages/

Middleton, V.T.C., Fyall, A., Morgan, M. & Rachhod, A. (2009). Marketing in travel and tourism. Fourth edition. Great Britain. Elsevier Ltd.

Robbins, J.S. (2012). Learning Web Design Fourth Edition. Retrieved on April 12, 2015 from http://cdn.oreillystatic.com/oreilly/booksamplers/9781449319274_sampler.pdf

Stamford Plaza Sydney Airport Hotel. Accessed on April 11,… READ MORE

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