Digital Marketing for MBR: Objectives and strategy (application of SOSTAC, 5Ss, e-models)

Give a brief discussion on digital marketing?

Digital marketing is nothing but a digital form of making promotion of products and with the help of one or more forms of electronic media. Digital marketing is much different from the conventional marketing approach. Digital marketing is used to enable an organization to analyze the market trend. Digital marketers are involved to monitor things like frequency of site viewing, how often site is being viewed or long the communication take place with the customer care services, instant messaging to market the products and mobile apps for effective marketing of products and to reach customer effectively. Other than these technological tools there are other more technologies are in use, for example- radio channels, podcast, bill boards etc. Digital marketing is mainly associated with the effective management of customer relationship. Hence organizations those are mainly aimed to step its feet into the trend of digital marketing are focused on combine the view of their customers’ preferences and  their expectations across all the channels, such as, EPOS system, direct mail, use of mobile application or the messaging system or the social media site for a better interaction with customers. With a havoc use of internet consumers are much more concerned to use the several digital channels. Hence for the security measurement it is required to impose good policy at network level. Henceforth it is required to incorporate the use of strong protocols, system specification along with the secure interfaces. In technological ear as digital channels became very cheap compared to traditional media, that in turn making almost each of the organization reachable now a day with their online presence. Hence a huge number of customers are viewing their website and putting their data. These situations have raised the possibility of data overflow with huge volume of data on business transaction and customer information. With the online presence of every organization, organizations now a day are giving focus upon the some aspects of digital marketing mix strategy, email marketing, search engine optimization or SEO, pay per click (PPP), social media, online advertising, affiliate marketing, offering RSS, news feeds, blogging, viral marketing (Hill & Power, 2013).

Mont Blanc Retreats is a well-known small company situated for property management that is based in Chamonix valley, France. They have employed 8 people that include the maintenance staff, business manager and owner also. Business of Mont Blanc is specialized in holiday chalets form medium to high end that puts its focus upon two intensive sessions that is winter and summer. The winter season is considered as the main revenue source for Mont Blanc as a digital marketing strategy Mont Blanc has adopted the e-business strategy along with B-to-B property management service that is engaged for the cleaning, laundry, maintenance and catering service. Even Mont Blanc has adopted the B-to-B commissions to sell their holiday packages and let the third party companies offer their holiday residence 10-15% of the holiday price or totally rental free. On the other hand the B-to-C is focusing on the value added services to the customers directly. For example, airport transfer, ski lessons, private catering.

Marketing Mix for MBR (8Ps model)

Even Mont Blanc has put their strength on bringing new website visitors, growing online sales, even engaged in ringing phones to the customer to bring them to take more services. Google Adwords campaign has made these all possible by marketing all the services and products in the Google search engine. When a user places a text for the services of Mont Blanc, offer started to appear related to the placed services in the text. All these possible suggestion on the Google search box appear as a Sponsored link. In this context it has been possible to define the 5S of this organization. A 5S program is considered as a crucial part of an organization to establish the visual workplace and also the part of the Kaizen that are used for lean manufacturing. In the scenario of Mount Blanc, 5S program keep its focus on standardization, Cleanliness, organization, having visual order. While creating a digital marketing plan, it is mainly required to determine the considerable time and investment (Jesus, Antony, Lepikson & Cavalcante, 2015).

SOSTAC analysis is one of the best possible ways to understand the digital marketing plan and helps to derive most effective decision. SOSTAC analysis consists of Situational analysis, Objectives, Strategies, tactics, Actions and controls. In the First step, i.e. situational analysis Mont Blanc is concerned upon the current scenario and their business to understand the actual business needs. Hence they have put their focus upon the identification of their key stakeholder and the key people on the organization to maintain the ultimate communication with their customers. When competitor analysis is concerned Mont Blanc is only providing information about their service there is no FAQ section on the Mont Blanc. Though there are partners for airport transfer, i.e. haute transfer. Furthermore MBR is providing the free concierge service. Ii became possible only because of the partnership with the Evolution 2 and Ecole Ski Francais. Even their offers for last minute deal provide 60% offer on the services that on other hand provide the ultimate customer centric decision for the MBR. In this scenario to adopt the digital marketing strategy more effectively it is required to incorporate the use of effective data warehouse and mining technology to analyze data in a real time scenario. Though they have adopted the web mining tools, it is also required to analyze data on real time basis to check whether gathered data is validate or not even. That in turn will increase the fraud detection and give ultimate security and privacy to their customer.

While objectives are concerned Mont Blanc is concerned about effectiveness of plan Mont Blanc has adopted the strategy with several online marketing strategies for their services and made partnership with other brands to provide equipments for customers for ski & board rental process. Even with the real time analysis of data it will become possible for MBR to understand the current movement of market trend.

 Even with the web mining tools it is required for them to incorporate the analytics tool to segregate data as per the customer preference even it will become possible offer promotional prices and offer as per the marketing trend.

 Strategies are taken as per the classification among the records those are collected via the web mining tools. Even it will be beneficial to incorporate the BI tools to see the statistics of those transactions. Henceforth it will be possible to take effective decision while making business transaction and marketing of a particular product.

Tactics can be referred to the best possible option which made MBR to market their product in an effective way. Google Adwords campaign has made these all possible by marketing all the services and products in the Google search engine. When a user places a text for the services of Mont Blanc, offer started to appear related to the placed services in the text.

As far as the Actions and controls are concerned, it is required to determine the required budget and schedule. The further incorporation of business analytics tool along with the web mining tools will make it possible to take effective analysis of data while gathering them in real time. Business analytics tools will help to have KPI or key performance indicator.

Mont Blanc Retreats is a well-known small company situated for property management that is based in Chamonix valley, France. They have employed 8 people that include the maintenance staff, business manager and owner also. Business of Mont Blanc is specialized in holiday chalets form medium to high end that puts its focus upon two intensive sessions that is winter and summer. The winter season is considered as the main revenue source for Mont Blanc as a digital marketing strategy Mont Blanc has adopted the e-business strategy along with B-to-B property management service that is engaged for the cleaning, laundry, maintenance and catering service. Even Mont Blanc has adopted the B-to-B commissions to sell their holiday packages and let the third party companies offer their holiday residence 10-15% of the holiday price or totally rental free. On the other hand the B-to-C is focusing on the value added services to the customers directly. For example, airport transfer, ski lessons, private catering.

Even Mont Blanc has put their strength on bringing new website visitors, growing online sales, even engaged in ringing phones to the customer to bring them to take more services. Google Adwords campaign has made these all possible by marketing all the services and products in the Google search engine. When a user places a text for the services of Mont Blanc, offer started to appear related to the placed services in the text. All these possible suggestion on the Google search box appear as a Sponsored link.

Partnership with other brands and several business analytics tools have made it possible to allow effective 8Ps model in case of Mount Blanc. 8Ps are-

Product: Product refers to what is being offered to the client from the Mount Blanc Retreats. This also includes the services from the Mount Blanc for Chalets, apartments, Rent Skis and Boards, Ski and board lessons, Airport transfers, last minute deals. All of these are subjected to contiguous review to oversee the expectations of clients.

Place: Place refers to the ultimate availability or access of products and service form the most convenient places for the target market i.e. availability MBR services at St. Gervais. Even the possible service of shuttle buses form Geneva airport to Chamonix valley.

Price: This refers to the prospective clients and their payment for the product. Even Mont Blanc offer last minute deal to retain their customers. Offers extend up to 60%.

Promotion: Meaning the most efficient ways to communicate with the stakeholders or to the business partners to enhance the greater awareness and interest.

Physical evidence: Being a service, MBR is not tangible, rather its logo and name is used for its given services, such as, the Mount Blanc for Chalets, apartments, Rent Skis and Boards, Ski and board lessons, Airport transfers, last minute deals. All of these are subjected to contiguous review to oversee the expectations of clients.

Process: processes are involved to recognize the different schemes to provide growth in revenue to manage information in an effective way. All these depend upon the successful teamwork.

People: People are the key resource of an organization those emphasize their respective role. People are the employees, internal and external stakeholders those play an important role to bring out the desired result. They are actual decision maker and pass their judgment on Mont Blanc.

Promises: It is required that every consultant should keep their promises as clients stay retained to the organization due to this promise keeping practices.

Public relations are one of those key components for the success of the company. Now a day organizations are much more concerned to adopt a tactful strategies to interact with the public in effective way. For example, there are business consultants who are involved to make the effective decision to reach the public. Even Mont Blanc Retreats are much more focused upon the public relation via their official page and also their facebook page, that in turn helps to get their feedback easily.

Mont Blanc Retreats has adopted the electronic customer relationship management with the help of the B-to-C ecommerce. With the help of this e-commerce strategy it has became possible to communicate with customers directly when business transaction take place. I.e. Mont Blanc offers their services on their respective official websites and customers see those offers and place their order. Even Mont Blanc Retreats are much more focused upon the public relation via their official page and also their facebook page, that in turn helps to get their feedback easily. Incorporation of web mining tools helps to fetch customer records while customers surf website, or put their data while they place any orders. Henceforth this records help to understand their customers are enable the organization to understand their customers to offer suitable offers, services and promotional prices. For example, Mont Blanc has adopted the B-to-B commissions to sell their holiday packages and let the third party companies offer their holiday residence 10-15% of the holiday price or totally rental free. On the other hand the B-to-C is focusing on the value added services to the customers directly. Even Mont Blanc offer last minute deal to retain their customers. Offers extend up to 60%.

Generally in Mont Blanc E-tools those are in use are web mining tool that is used to classify data those are fetched from website. Now a day with the online presence almost every organization is focused on their e-presence. Even with the havoc use of internet customer are also involved now a day to interact with organization by accessing their official website. Even now a day organizations are much more indulge to gather their customers’ data by fetching their website surfing habit and also their data while they put their information at the time of order placement. Even feedback panel or the FAQ section those are attached with the official website and facebook page of Mont Blanc Retreats helps to gather data. As customers need to place their information while making service request to the Mont Blanc’s website. Even Mont Blanc has adopted the strategy of incorporation of web mining analytics. Henceforth it became possible for MBR to incorporate the strategy of pay per click. This strategy has enabled the growth of their revenue.

Mont Blanc is only providing information about their service there is no FAQ section on the Mont Blanc. Though there are partners for airport transfer, i.e. haute transfer. Furthermore MBR is providing the free concierge service. Ii became possible only because of the partnership with the Evolution 2 and Ecole Ski Francais. Even their offers for last minute deal provide 60% offer on the services that on other hand provide the ultimate customer centric decision for the MBR. In this scenario to adopt the digital marketing strategy more effectively it is required to incorporate the use of effective data warehouse and mining technology to analyze data in a real time scenario. Though they have adopted the web mining tools, it is also required to analyze data on real time basis to check whether gathered data is validate or not even. That in turn will increase the fraud detection and give ultimate security and privacy to their customer. Mont Blanc is concerned about effectiveness of plan Mont Blanc has adopted the strategy with several online marketing strategies for their services and made partnership with other brands to provide equipments for customers for ski & board rental process. Even with the real time analysis of data it will become possible for MBR to understand the current movement of market trend.

• Traffic building: on-site and off-site (SEO, SEM), the concept of traffic building is to attract more customer to company’s website form the major search engines like Google, Bing and Yahoo. SME raises company’s profile on the search engine and the ultimate goal behind this tactics not only to provide customers’ interest to attain the first page of company’s official website and to gain the top ten rankings for main keyword phrases. The Goal is here to achieve new customers consists of higher conversion rate, huge number of experience leads. It requires under mentioned 3 steps:
   
• Imposing changes to the MBR’s website to attract more experienced and potential customers that is known as on site optimization.
   
• Increment of inbound helps to ensure to represent the online directories that will help users to visit official website and facebook website of Mont Blanc Retreats. It is known as off-site optimization.

Google Adwords campaign has made these all possible by marketing all the services and products in the Google search engine. When a user places a text for the services of Mont Blanc, offer started to appear related to the placed services in the text. All these possible suggestion on the Google search box appear as a Sponsored link.

 KPI stands for the Key Performance Indicator and several KPIs are collected together to offer conceptual scorecard to analyze performance in a business organization. KPIs can be associated with the different business activities, such as trust, risk, productivity and financial value. A vast number of KPI is focused upon measuring performance associated with numbers of Business intelligence activities. Though, it was already mentioned that the Mont Blanc Retreats did not define any matrices or KPIs for their web mining tools. KPI has 3 key benefits:

• Generation of revenue with the help of customer profiling and targeted marketing:

Business intelligence analysis and reports helps to reflect customer transaction and other interactions that help to develop the ultimate customer profile by the incorporation of behavioral data, psychographic and demographic data. With the help of clusters it is possible to segment data among several classes depending upon the values and attributes.

• Managing risks with the help of fraud identification, leakage and abuse:

Fraud is an intentional act of exploiting the knowledge that in turn causes inappropriate gain of knowledge. This scenario rises due to the violation of systematic scenarios. Fraud detection is a kind of analysis that is engaged to identify widely used patterns that bring out certain degree of frequency within some frequently recognized scenario. Sometime customer data regarding business transaction, their personal information stealing can cause potential customer loss and cause revenue leakage. All these risks are needed to be analyzed with the help of the proper attention of internal authorities for proper remediation.

• Advanced customer satisfaction with the help of customer life time value analysis, personalization and profiling:

Customer lifetime value analysis used to calculate ultimate profit of the customer over the lifetime of the established relationship along with the associated cost management with the relationship and expected revenue form the customer. Incorporation the strategy of customer profiling has enhance the overall organizational growth by offering the chances to customers to give feedback for the required changes in organization. In other words it can be said as taking guidance form the customer. All of these have been possible by enriching customers’ experience by customizing the presentation of material.

• Much advanced procurement and productivity acquisition via spend analysis:

Spend analysis is nothing but the collection, categorization, standardization of purchase record of products and it becomes possible to choose most possible vendors, procurement process, reduce costs, highvalue supply chains, streamlining RFP and improved predictability of supply chains and efficiency.

Mont Blanc is concerned upon the current scenario and their business to understand the actual business needs. Hence they have put their focus upon the identification of their key stakeholder and the key people on the organization to maintain the ultimate communication with their customers. When competitor analysis is concerned Mont Blanc is only providing information about their service there is no FAQ section on the Mont Blanc. Though there are partners for airport transfer, i.e. haute transfer. Furthermore MBR is providing the free concierge service. Ii became possible only because of the partnership with the Evolution 2 and Ecole Ski Francais. Even their offers for last minute deal provide 60% offer on the services that on other hand provide the ultimate customer centric decision for the MBR. In this scenario to adopt the digital marketing strategy more effectively it is required to incorporate the use of effective data warehouse and mining technology to analyze data in a real time scenario. Though they have adopted the web mining tools, it is also required to analyze data on real time basis to check whether gathered data is validate or not even. That in turn will increase the fraud detection and give ultimate security and privacy to their customer.

Mont Blanc is concerned about effectiveness of plan Mont Blanc has adopted the strategy with several online marketing strategies for their services and made partnership with other brands to provide equipments for customers for ski & board rental process. Even with the real time analysis of data it will become possible for MBR to understand the current movement of market trend.

Even with the web mining tools it is required for them to incorporate the analytics tool to segregate data as per the customer preference even it will become possible offer promotional prices and offer as per the marketing trend.

Strategies are taken as per the classification among the records those are collected via the web mining tools. Even it will be beneficial to incorporate the BI tools to see the statistics of those transactions. Henceforth it will be possible to take effective decision while making business transaction and marketing of a particular product.

Tactics can be referred to the best possible option which made MBR to market their product in an effective way. Google Adwords campaign has made these all possible by marketing all the services and products in the Google search engine. When a user places a text for the services of Mont Blanc, offer started to appear related to the placed services in the text (Mishra & Kar, 2013).

Mont Blanc Retreats is concerned to determine the required budget and schedule. The further incorporation of business analytics tool along with the web mining tools will make it possible to take effective analysis of data while gathering them in real time. Business analytics tools will help to have KPI or key performance indicator.

Conclusion:

In technological ear as digital channels became very cheap compared to traditional media, that in turn making almost each of the organization reachable now a day with their online presence. Hence a huge number of customers are viewing their website and putting their data. These situations have raised the possibility of data overflow with huge volume of data on business transaction and customer information. With the online presence of every organization, organizations now a day are giving focus upon the some aspects of digital marketing mix strategy, email marketing, search engine optimization or SEO, pay per click or PPP, social media, online advertising, affiliate marketing, offering RSS, news feeds, blogging, viral marketing. Mont Blanc has incorporated there ecommerce strategy such as B to B ecommerce and B to C ecommerce that in turn helps them to manageE CRMeffectively. Though, Mont Blanc have their business analytics tools, still not incorporated there any KPI measurement practices. Hence it has been recommended for my side to incorporate the real time analysis of by allowing customer profiling. Strategies are taken as per the classification among the records those are collected via the web mining tools. Even it will be beneficial to incorporate the BI tools to see the statistics of those transactions. Henceforth it will be possible to take effective decision while making business transaction and marketing of a particular product.

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