M1 PT.2 - TERMINOLOGIES

• HASHTAG 

  A word or phrase preceded by the "#" symbol is 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)

  a 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).

   
• UNIQUE SELLING PROPOSITION (USP)

  Refers to the distinctive qualities or features that set a tourism or hospitality business apart from its competitors. It represents the unique aspects of a product, service, or brand that provide value to customers and differentiate it in the market. A USP is designed to attract and retain customers by offering something distinctive that meets their needs and preferences in a way that competitors cannot easily replicate.

   
• UPSELLING

  Involves encouraging customers to upgrade or purchase a more premium version of the product or service they originally intended to buy. The focus is on convincing the customer to spend more by choosing a higher-priced option with additional features or benefits.

   
• VLOG

  A video blog that showcases travel experiences, destinations, accommodations, and related activities. It is a portmanteau of "video" and "blog," and involves creating and sharing video content to document and narrate travel adventures.

   
• VIRAL MARKETING

  The internet version of word-of-mouth marketing-websites, videos, email messages, or other marketing events that are so infectious that customers will want to pass them along. It aims to create content that spreads rapidly and extensively through word-of-mouth and social sharing.

   
• VIRTUAL REALITY (VR)

  VR creates a completely simulated environment, often using a head- mounted display (HMD) to immerse users in a computer-generated world that is entirely separate from the physical surroundings.

   
• WEBINAR

  A webinar, short for web seminar, is a live, online presentation, lecture, workshop, or seminar that is conducted over the internet. It allows participants to join and engage in real-time, typically through a web conferencing platform.

   
• WEBSITE

   An online platform created by travel-related businesses, destinations, or individuals to provide information, promote services, and engage with potential travelers. Travel and tourism websites serve as digital hubs that offer a wide range of information, including details about destinations, accommodations, activities, travel itineraries, and more.

   
• WORD-OF-MOUTH MARKETING

  Promotion of a product or service in which satisfied customers actively share their positive experiences and recommendations about a product, service, brand, or business with others. It relies on the power of personal recommendations and organic conversations to build trust and credibility.

   
• YIELD (REVENUE) MANAGEMENT

  A pricing strategy to maximize revenue by optimizing the utilization of their resources, particularly in industries where fixed capacity meets variable demand. This involves adjusting prices dynamically based on various factors such as demand, time, customer behavior, and market conditions