Exercice 1 Slideshare

Exercice 1 Slideshare

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  Slideshare Final Exam Géraldine CARTIER MBA2B
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  Exercise 1 1)  Lastmoment booking apps The last moment booking applications are applications using the geo- localization and which enable people to find last-minute reservations on the phone. The same concept does exist for hotels, but also for restaurants, holiday’s packages. Hotels.com, Priceline, Expedia, Orbitz and other large players have launched their own mobile applications that present special offers and deals to those booking rooms on the same day of travel. Ex: PrimaTable for restaurant, hotel tonight for hotels, very last room (offers discount/offers according to the number of people connected on the same time and on the app).
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   OTA For “OnlineTravel Agencies” An OTA is a travel agency that takes bookings online. Recently, many agencies have started their own website with details of the travel information. These websites use high end technology travel solutions which help them to deal with the latest updates and details of thousands of hotels, flights and car rental services. Some of these websites also provide options that allow the users to compare flight and hotel rates with other companies. The travel agencies have used dynamic packaging utilities, which has helped them provide services that are fully bonded at the same prices and sometimes even lower than the online booking sites. All the online sites work with different travel agencies, which provides them with more efficiency once a customer orders a ticket or books a hotel. Ex: Ebooker, Opodo, Expedia, Lastminute.com…
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   SEO Search engineoptimization Search engine optimization is a set of strategies and techniques used to increase the amount of visitors to a website/ webpage by obtaining a high-ranking placement in the search results page of a search engine (Google, Bing, Yahoo…). SEO improves the chances that the site will be found by the search engine. The higher a website naturally ranks in organic results of a search, the greater the chance that that site will be visited by a user. As a strategy linked to internet, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Ex of SEO tactics/tools:  Accessibility: Tools: SEO Crowl, Google WM tool  Content quality + value: (videos, animations, not only text)  Design quality + usability: Tools: Five second test, Feedback army...)  Social account set up: Tool: Facebook, twitter, YouTube…  Link building
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   SEM Search enginemarketing (SEM) is a form of internet related marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization (both on-page and off-page) as well as through advertising (paid placements, contextual advertising, and paid inclusions). Depending on the context, SEM can be an umbrella term for various means of marketing a website including search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or it may contrast with PPC, focusing on only paid components. Ex: Google AdWords is recognised as a web-based advertising utensil since it adopts keywords which can deliver adverts explicitly to web users looking for information in respect to a certain product or service, but also Microsoft adCenter, Bing ads
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   Interactive Campaigns Acampaign which aim is to make the audience participate. The keyword of these campaign would be “exchange”/ “Interactivity”. It uses online or offline interactive media to communicate with consumers and to promote products, brands, and services. This is most commonly performed through the Internet; often through the use of an ad server that can deliver a variety of interactive advertising units. Ex: McDonalds: Pick ‘n’ Play Billboard  In Sweden, McDonlads created an interactive billboard to catch passers by and bring them into the store. Rather than requiring people to download an app, their smartphones instantly detected a signal from the billboard and directed them to a website. They were then asked to choose their favorite McDonalds goodie and play a game using their phones which they could follow on the billboard. If they were able to play the game for 30 minutes without losing, they instantly got a coupon on their phone for their designated goodie.
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  2) Room Key Whatis it? Room Key is a hotel Search engine built by hoteliers. Room key is delivering hotel information. Room Key offers travelers a direct access to a broad network of hotels around the globe, providing accurate and comprehensive information.  Room Key hotel Search engine offers several advantages/assets being: - To get the lowest available rate - Earn loyalty points - Flexibility: hen booking a hotel with Room Key, any arrangement (change of date, type of room...) is managed directly with the hotel (Room Key doesn’t take any fee, penalty)… - Room key is very interactive and possesses many links (Twitter, Facebook, Instagram, and Google+…) what creates a lot of interactivity between the users. You can share pictures of the hotels you appreciated (published on the hotel description), post comments, or even share your “Room Key” list with other users.  What I particularly appreciate: - The Search engine is also linked to TripAdvisor what enables you to have detailed feedbacks and rates for every hotel from the customers! - For every hotel, a map is available to locate the hotel. - All the facilities are detailed and photos are available (some posted by the net surfers). - Possibility to makes your check in directly with the engine. - An “important hotel information” tab give you information on the tax to pay (included or not in the room rate).