2017年-德勤全球_Social__That’s_for_consumers_16页_2mb

Deloitte & Facebook: A Summary of Digital Channels in the Travel Industry

Core Content

This document discusses the evolving role of digital channels in the travel industry, emphasizing the need for travel companies to shift their mindset from "social media" to "digital channels." It outlines how digital media has matured and offers insights into how travel brands and consumers interact with these platforms. The focus is on strategic integration of digital tools into business operations, marketing, and customer engagement, and highlights the importance of using business metrics rather than social ones.

Main Viewpoints

• Digital channels have matured significantly and now offer more than just social interaction. They are powerful, measurable, and flexible tools that can be integrated into a company's overall strategy.
• The term "social media" can mislead businesses into thinking these platforms are only for engagement and interaction, rather than for strategic marketing and business outcomes.
• Travel companies must adopt a more rigorous and business-oriented approach to digital marketing, aligning it with traditional marketing goals such as awareness, sales, and retention.
• Digital channels allow for precise targeting based on a wide range of consumer data, including demographics, interests, location, and behavior, which is not possible with traditional media.
• The integration of digital channels into business strategy is essential for leveraging their full potential and ensuring that marketing efforts are aligned with business objectives.

Key Information

1. Digital Channels vs. Social Media

• Digital channels are more than just social platforms. They are sophisticated media tools that can be used for marketing, operations, finance, and human resources.
• The shift from "social media" to "digital" is not just semantic but strategic, allowing companies to treat these channels as business assets.

2. Consumer Engagement with Digital Channels

• Travel consumers use digital channels throughout their journey: before, during, and after travel.
• Inspiration and planning occur before travel, often through social media posts, friend check-ins, and online reviews.
• During travel, social media use tends to return to normal, with less direct engagement with travel brands.
• After travel, consumers share experiences, encourage others, and post reviews, which can indirectly drive business outcomes.

3. How Travel Companies Use Digital Channels

• Many travel companies are using digital channels for social listening, customer feedback, and contests or giveaways.
• However, sophisticated use is still lacking, and many companies treat digital as a "one-size-fits-all" solution rather than a tailored strategy.

4. Recommendations for Travel Companies

Recommendation 1: Use Business Metrics, Not Social Ones

• Likes, follows, and shares are not enough. Companies should measure the impact of digital activities against business goals.
• Digital marketing should be evaluated using metrics such as brand awareness, sales, and customer retention.
• The document provides a table of key business metrics and how digital channels can contribute to them.

Recommendation 2: Leverage Targeting Capabilities

• Digital channels offer unique targeting abilities that allow companies to reach specific audiences based on demographics, interests, location, and behavior.
• Examples include BestDay.com using Facebook's Custom Audiences and Scandinavian Airlines using geo-targeting to improve ROI and customer acquisition.

Recommendation 3: Be Deliberate About Organizational Structure

• Digital marketing should not be siloed in a separate department. It should be integrated across the organization to support all functions.
• The role of digital should be assigned to "channel-agonistic" individuals who focus on business outcomes rather than just social platforms.
• There is no one-size-fits-all structure for digital teams; it should be tailored to the company's needs and goals.

Conclusion

The travel industry has a significant opportunity to enhance its marketing and business strategies by fully embracing digital channels. By shifting from a consumer-centric view to a business-oriented approach, travel companies can unlock the true potential of these platforms and achieve measurable outcomes. The key is to use business metrics, targeted strategies, and integrated organizational structures to ensure digital marketing becomes a core part of the company's operations and success.