M1 PT.1 - TERMINOLOGIES

• AUGMENTED REALITY

  overlays digital information or virtual elements onto the real world, enhancing the user's perception of their environment by blending computer-generated content with the real-world view.
• ABOVE-THE-LINE (ATL)

  MARKETING

  Refers to traditional advertising channels such as television, radio, and print media, which target a broad audience.
• BELOW-THE-LINE (BTL) MARKETING

  comprises direct marketing strategies like email campaigns, sponsorships, and promotions targeted at a specific, small, targeted audience.
• BLOG

  is a website that regularly publishes content related to travel, accommodations, destinations, and experiences.
• BRAND EQUITY

  The intangible value that a brand holds in the eyes of consumers, built over time through positive associations, experiences, and perceptions.
• BRAND LOYALTY

  is the extent to which customers consistently choose a particular brand over others due to positive experiences and satisfaction.
• CONTENT MARKETING

  Creating and distributing valuable content with the purpose of attracting more leads to your business. These can include blog posts, pages, eBooks, infographics, videos, and more.
• CONVERSION RATE

  The percentage of website visitors who take a desired action (e.g., making a reservation).
• COST-PER-CLICK (CPC)

  The amount an advertiser pays for each click on their ad.
• CALL-TO-ACTION (CTA)

  A prompt that encourages the audience to take a specific action.

   
• CROSS-SELLING

  strategic practice of promoting and selling additional products or services to customers who have already expressed interest or made a purchase
• CUSTOMER DATABASE

  organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
• DIGITAL MARKETING

  The use of online channels, platforms, and technologies to promote and market travel-related products and services. This industry relies heavily on digital marketing strategies to reach, engage, and influence travelers throughout their journey-from the initial inspiration phase to booking, on- site experiences, and post-trip interactions. Digital marketing encompasses a wide range of tactics and channels, tailored to the unique needs and preferences of travelers.
• DIGITAL ADVERTISING

  Promoting products or services using digital channels. It is a form of digital marketing that involves paying for online advertising space to promote a product or service.
• E-COMMERCE

  Short for electronic commerce, it is the general term for buying and selling of goods and services over the internet. It involves the exchange of products and services, as well as the transfer of money,
• ENGAGEMENT

  Level of interaction and involvement that users have with a brand's online presence. This can include activities such as visiting a website, clicking on ads, watching videos, filling out forms, and making purchases.
• EXPERIENTIAL MARKETING

  focuses on creating memorable and immersive brand experiences for consumers. The primary goal of experiential marketing is to engage consumers on a personal and emotional level
• FAMILIARIZATION TRIP (FAM TRIP)

  commonly known as a "Fam trip" or "FAM tour," is a promotional travel opportunity offered by travel industry suppliers to travel professionals, such as travel agents, tour operators, travel journalists, KOLS and the like. The purpose of a Fam trip is to familiarize participants with a destination, products, services, or accommodations so that they can better promote and sell these offerings to their clients.
• GEOTARGETING

  Delivering content or ads based on the user's location.
• GUERILLA MARKETING

  An unconventional and often low-cost marketing strategy that relies on creativity, surprise, and unconventional tactics to grab the attention of the target audience. These campaigns aim to create a memorable impact and generate buzz through unconventional and unexpected means
• HASHTAG

  A word or phrase preceded by the "#" symbol used to categorize and find content on social media.
• INFLUENCER MARKETING

  Collaborating with influential individuals (KOLs) to promote a brand
• KEY OPINION LEADER

  (KOL)

  An individual or entity with influence and expertise in a specific industry or niche. KOLS are individuals who have gained credibility and a substantial following, often on social media platforms, due to their knowledge, experience, or authoritative presence within a particular field.
• KEY PERFORMANCE INDICATORS (KPIs)

  Measurable metrics used to assess the performance of businesses in areas such as occupancy rates, revenue generation, customer satisfaction, and operational efficiency. These indicators help organizations track and analyze their performance, make informed decisions, and optimize various aspects of their operations.
• LOYALTY PROGRAM

  A structured marketing strategy designed to encourage repeat business and foster customer loyalty. This program typically rewards customers for their continued engagement, frequent visits, or repeat purchases within a specific brand or chain of hotels, resorts, airlines, or other travel-related services.
• MARKETING 4.0

  A marketing approach that combines online and offline interaction between companies and customers. It reflects the evolution of marketing strategies in the digital age, particularly in the context of the fourth industrial revolution.
• MOBILE APPLICATION

  A mobile app is a software application specifically designed for mobile devices such as smartphones and tablets. Travel and tourism mobile apps are developed to offer users a convenient and accessible way to access information, plan trips, make bookings, and enhance their overall travel experience.
• OFFLINE MARKETING

  Offline marketing refers to traditional marketing channels that do not rely on the internet, such as print, radio, or TV advertising.
• ONLINE MARKETING

  Company efforts to market products and services and build customer relationships over the Internet.
• ONLINE TRAVEL AGENCY

  (OTA)

  digital platform or website that allows users to research, plan, and book travel-related services such as flights, hotels, rental cars, cruises, and vacation packages online. OTAs act as intermediaries between travelers and travel service providers, offering a convenient and centralized platform for comparing and purchasing various travel products.
• ORGANIC TRAFFIC

  Visitors who reach a website through unpaid search results.
• PAY-PER-CLICK

  (PPC)

  An advertising model where advertisers pay a fee each time their ad is clicked.

   
• RETARGETING

  Ad retargeting is a digital marketing strategy that displays ads to users who have previously visited a website, often by displaying ads or sending emails.
• SEARCH-RELATED ADVERTISING

  Text-based ads and links that appear alongside search engine results on sites such as Google.
• SEARCH ENGINE OPTIMIZATION (SEO)

  The practice of optimizing a website, online content, or web page to improve its visibility on search engine result pages (SERPs) with the primary goal of increasing organic traffic. This involves optimizing various elements such as keywords, content, meta tags, and website structure to align with search engine algorithms and improve the website's ranking for specific search queries.
• SEARCH ENGINE MARKETING (SEM)

  Encompasses all strategies and activities aimed at increasing a website's visibility in search engines through both paid and organic means. It involves the use of paid advertisements that appear on search engine result pages and other online platforms to drive traffic and enhance a website's visibility.
• SOCIAL MEDIA

  Online platforms and networks that enable individuals, businesses, and organizations to create, share, and exchange content related to travel experiences, destinations, and services social media platforms have become powerful tools for the tourism industry, allowing businesses to connect with travelers, promote destinations, and build communities around shared interests.
• SPONSORSHIP

  Sponsorship involves supporting an event, organization, or cause in exchange for visibility and promotional opportunities.
• TARGET AUDIENCE

  The target audience refers to the specific group of people or demographic that a product, service, message, or piece of content is intended to reach and resonate with.
• THROUGH-THE-LINE (TTL) MARKETING

  An integrated advertising strategy that combines both ATL and BTL marketing techniques. A company might use traditional mass media channels for broad brand awareness (ATL) while simultaneously employing personalized and targeted promotions through digital marketing, social media, or experiential events (BTL).