Ristova, Cvetanka (2019) How can big data contribute to the hotel's digital marketing success? In: 11th International Conference Digital Transformation of the Economy and Society: Shaping the Future, 19-20 Oct 2019, Prilep, Republic of North Macedonia.
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Abstract
Each day information shared digitally increases significantly. The digital era has brought a ton of data, which marketers nowadays can only leverage to make better strategic marketing decisions through more accurate insights, such as big data. And since in this digital era, “data is king”, important marketing decisions are now determined by big data. Big data in general, helps the digital marketing to get the attention of customers (through personalized services) and understand the market or industry conditions, i.e. to get knowledge about the industry trends and future prospects (staying ahead of the game). Being able to provide this, big data have compelled many businesses to adapt this tool to its digital marketing, and to evolve and improve their digital marketing campaigns.
In the industry of hospitality, where hotels offer highly competitive services and products, big data has proven to be a necessity for digital marketing, so for each hotel to have the opportunity to distinguish itself. Just by analyzing past guest profile information, past booking history, service preferences, purchasing habits while on property, affiliation with the hotel guest loyalty program, booking channel preferences, preferences for auxiliary services with big data, the marketing is targeting and engaging present and future guests, and therefore fulfilling its overall strategy - higher percentage of bookings i.e. income and compete in the today’s market.
This paper was conducted mainly with a view to identify and summarize why big data matters to digital marketing, and how the future of digital marketing will be grounded in data. A focus is given and discussed is how our big data excavates information and what hospitality do with it. Narrative review was used where related articles, reports and studies were selected and later summarized.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | Social Sciences > Other social sciences |
| Divisions: | Faculty of Tourism and Business Logistics |
| Depositing User: | Cvetanka Ristova |
| Date Deposited: | 03 Dec 2019 14:10 |
| Last Modified: | 03 Dec 2019 14:10 |
| URI: | https://eprints.ugd.edu.mk/id/eprint/23040 |
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