NAME – DIVYA KANOJIA
CLASS – FY MBA HRM
ROLL NO 13009
DIGITAL MARKETING
Digital marketing for the business strategy of the hotel sector. Besides being a powerful tool for implementing tourism marketing actions and policies also enables the monitoring and measurement of results; helping to keep them at a level of effectiveness and success or to improve them. In this article, the Digital Marketing strategy implemented by HSL from the point of view of the digital consumer will be analyzed, through an exploratory analysis of its website, online booking platforms, social networks and how these digital tools have helped HSL throughout the pandemic. Keywords: Tourism; Digital Marketing; COVID-19; Hotel Industry; Hotel Turismo Sao Lázaro. 1. O digital veio revolucionar a forma de entender o Marketing Turístico e atribuir novas valencias ao seu plano de marketing e Marketing-Mix – Plano de Marketing Digital (website, imagem, vídeo, social media, e-mail marketing, Google e SEO) (Marques, 2014). Abstract: Digital Marketing is a decisive advantage for the business strategy of the hotel sector. Besides being a powerful tool for implementing tourism marketing actions and policies also enables the monitoring and measurement of results; helping to keep them at a level of effectiveness and success or to improve them. Digital Marketing can also be a strong ally in combating unforeseen economic crises in the hotel sector, as is the case of the current situation that we are experiencing caused by COVID-19. In this article, the Digital Marketing strategy implemented by HSL from the point of view of the digital consumer will be analyzed, through an exploratory analysis of its website, online booking platforms, social networks and how these digital tools have helped HSL throughout the pandemic. COVID-19.
2 Covid-19 pandemic has impacted several sectors. Starting from economic sector,
education and also agricultural include the agribusiness sector of livestock, fisheries,
plantation and other sectors. The impacts experienced by the agricultural sector include: (a)
farming activities are disrupted, especially in the food crops and horticulture sectors, as well
as animal husbandry and fisheries because of an appeal to limit activities outside the home
so that the cultivation and farming are less than optimal and have an impact he Covid-19 pandemic has impacted several sectors. Starting from economic sector,
education and also agricultural include the agribusiness sector of livestock, fisheries,
plantation and other sectors. The impacts experienced by the agricultural sector include: (a)
farming activities are disrupted, especially in the food crops and horticulture sectors, as well
as animal husbandry and fisheries because of an appeal to limit activities outside the home
so that the cultivation and farming are less than optimal and have an impact on farmerincome receipts and breeder, (b) difficulties in conducted marketing of agricultural products,
(c) the decline in people’s purchasing power and the ability of the households to access
affordable food also has an impact on the economic resilience of farmers and breeders.
However, compared to the industrial sector, tourism services, and others, the agricultural
sector on a large scale is considered as one of the most stable sectors in facing the crisis due
to the COVID-19 pandemic. Based on the data of Badan Pusat Statistik Indonesia [1], it is
said that the agricultural sector is able to absorb 35.41 million workers. This should be used
as a momentum to realize food self-sufficiency and make the agricultural sector on a broad
scale which includes livestock, fisheries, plantations, forestry as well as agro-industry as a
priority sector for development, this condition also related to the sustainable development
goals (SDGs) program.
Livestock businesses, especially beef cattle, sheep and goats, during the Covid-19
pandemic were also affected, which resulted in a decrease in farmer’s income and obstacles
in marketing livestock products, especially beef cattle. In fact, livestock business as one of
the agricultural sub-sectors providing protein has an important role and contributes greatly to
national income receipts. The decline in sales of livestock products (beef cattle, sheep and
goats) was due to the declining purchasing power of the people due to the large number of
workers being laid off (termination of employment) and the low economic turnover of the
community since the Covid-19 pandemic broke out. This condition much more alike with
what happen in US. The research model used the dynamic system demonstrate the likely ffects of a pandemic on the USA’s food system and it reveals that a severe pandemic like
Ebola for example with greater than a 25 % reduction in labor availability can create
significant and widespread food shortages [2]. With low purchasing power, people tend to
look for beef cattle substitutes with food sources that have relatively the same protein level
as beef, goat or sheep meat. This causes the level of demand for beef cattle and meat to
decrease relatively. However, another problem that also affects the low level of sales is the
reluctance of consumers to have direct contact with sellers, especially if transactions are
carried out in the market because they avoid to get exposure to COVID-19. This is evidenced
by the low level of household consumption which only grew 2.84% in the first quarter of
2019-2020 compared to the first quarter of 2018-2019 which reached 5.02% [1].
Consumers of beef, goat and lamb on average are people from upper-middle income, so
that with the Covid-19 pandemic situation, this consumer group still has relatively purchasing
power to buy meat and its derivative products, so it is estimated that the demand level,
although in aggregate, will still decline in the positive range. Data shows that during the
COVID-19 pandemic, the level of demand for processed products increased 3-4 times
compared to before the pandemic [3]. This shows that the opportunity to sell processed
products from beef cattle is still wide open to be increased. The increase in demand for
processed products is due to changes in consumer preferences which tend required products
that meet quality standards of health and food safety.
Marketing strategies that can be optimized to increase sales are promotional strategies.
One form of change in marketing strategy (promotion) is through digital marketing platforms.
Electronic marketing through digital marketing can be viewed as a new philosophy and
modern business practice involved with the marketing of goods, services, informationdeas [4]. Digital marketing is a supporter of marketing strategies because it is considered
very effective in selling and marketing products and is considered an option to meet
purchasing needs quickly [5]. Marketing activities involved in the digital marketing series
are part of marketing management.
During the COVID-19 pandemic, consumer characteristics and preferences were different
from before. The old consumer behavior has begun to be disrupted by the presence of network
technology. This is done by consumers to avoid the risk of being exposed to covid19.
1 MATERIAL AND METHODS
One of the goals of this research is to produce a digital marketing application prototype that
is easy to use by business actors in the field of agribusiness, especially SMEs, Cooperatives
and Farmer/Livestock Groups that cultivate cattle, sheep and goats who want to sell online.
Technically making digital marketing designs using the waterfall method.
The software life flow approach is sequential or sequential starting from analysis, coding,
testing and support stages. The stages of the Waterfall method are described as follows:
1) Software Requirements Analysis in this software requirements analysis aims all requirements including the documents and interfaces needed to determine the software
solution that will be used as the process of computerizing the system.
2) Design at this stage, a design according to system requirements will be made regarding
the database design, software architecture and User Interface that will be created. The current system works manually. It is felt that there are still many obstacles because there
are so many outputs that must be printed and there are many other shortcomings. And in this
system the customer still has to come directly. Therefore, as a solution to the problems above,
the authors propose some changes that will be made with an integrated system using a webbased interface and can be accessed via a web browser via the internet.
c) Analysis of the Proposed System
From the previous system problems, a new system is needed that is developed with better
information technology so that it can facilitate data processing and tracing any information
that is done by the system because the application to be submitted is web-based or online. n this analysis stage the author describes the ideal online ordering system or the proposed
system for Vilstock.id with the following steps:
a. To start the ordering process and purchase transactions, the user can select the product he
wants to buy.
b. If the user has selected the product, then click the buy button.
c. If the user wants to continue shopping or buy other products, the user can click the click
back button on the selected productd. Then click the shopping data menu, to see the shopping list that we have selected.
e. If you want to delete the shopping list that we have selected, please click cancel.
f. Next, click the menu fill in personal data, then fill in the form provided clearly such as
name, address, telephone number, e-mail. Then click finish shopping.
g. Then the order form or invoice will be displayed as evidence that the customer has made a transaction
user order will processed by vilstock id and the ordered items .
2 Crowdfunding
Organizations commission external stakeholders to fulfill core processes resulting in outsourcing or crowdsourcing activities (Gasparotto 2017; Wazny 2017; Franco 2018). Reasons for crowdsourcing vary from cost savings and risk shifting to making use of better knowledge and marketing opportunities (Ghezzi et al. 2017; Adhami et al. 2019; Bento et al. 2019; Cappa et al. 2019; Konhäusner 2020; Sanchis-Pedregosa et al. 2020). Crowdfunding represents a subcategory of crowdsourcing focusing on monetary funding of the organization by the crowd, often represented by fans and customers (Howe 2006; Hirth et al. 2011; Estellés-Arolas and González-Ladrón-de-Guevara 2012; Cai 2018; Beier et al. 2019; Tseng 2021).
3 Social media
The rise in mobile internet access by better data connectivity as well as the formation of participative social media platforms marks the transition from web 1.0 to web 2.0 (Pérez-González et al. 2017; Alalwan et al. 2017; Ghani et al. 2019). Social media channels embrace social media platforms, instant messenger services as well as on-demand and streaming services where social interaction is eligible (Stewart 2017; Rösler et al. 2017; Chan et al. 2021). The transmutation from the passive consumer to the enabled prosumer who is actively participating in the ecosystem by providing user-generated content is one of the core characteristics of social media and the rise in platform businesses (Parker et al. 2016; Roberts and Cremin 2017.
4 COVID-19 and Clubhouse
The pandemic of COVID-19, starting in 2019/2020, has a big impact on societies and economies around the globe. Consequently, the stock markets and returns for investors have been influenced massively (Al-Awadhi et al. 2020; Baker et al. 2020; Cheema et al. 2020). Organizations are reaching out for security and to adapt their risk-taking behavior.
The influence of the beforementioned social media and sharing economy platforms in pandemic times in the high volume of fake news and misinformation spread across these platforms, which also signalizes how loyal customers are in using these platforms (Hollowell et al. 2019; Popescu Especially, visual content sharing platforms allow for easy .Literature review
5 Literature review
Employability skills are essential skills i.e., personal qualities and values that enable employees to thrive in any workplace. There are several definitions of ’employability’. The one adopted from Yorke (2006) is as follows: “a set of achievements – skills, understandings and personal attributes – that make graduates more likely to gain employment and be successful in their chosen occupations, which benefits themselves, the workforce, the community and the economy.”
Students’ employability is improved by academic literature and soft skills that enable employees to adapt to the constantly changing work environment. An awareness of essential hard and soft skills are critical factors for competitivenThe aim of the study and research questions
6 The aim of the research
the aim was to assess the online job advertisements’ content analytics focusing on skill requirements categorized into different skill categories. The proportion of the skill categories occurring in ads served as the basis for the analysis to answer the research questions. During the investigations based on theoretical knowledge, the following research questions were formulated, which are related to the areas that determined the research and later the directions of analysis
7 Data collection and analytical
Data collection and analytical methods
In the exploration section of the research, eighteen job advertising portals were listed. For testing the keywords and filtering systems of the job portals, digital and online marketing keywords and filtering possibilities were tested and the search results were summarized. In conclusion, it is not possible to precisely state the proportion of all graduate and junior job advertisements that the advertisements represented in the sample because of the inaccurate filtering. For analytics, 5548 job advertisements were downloaded in February 2021 from the five TOP Hungarian online portals: Profession.hu, hu.Indeed.com, LinkedIn.com, Jobline.hu, Careerjet.hu.
were selected because these platforms are the most frequented in the field of digital marketing and the usability and filtering systems fulfilled the research sampling requirements.
There has been a guidance on the collection criteria of job advertisements: for the work experience (interns and junior positions with maximum 3-year experience) and the work field (digital marketing general). The data collection was full scope.
8 study limitation
First, the study of Croneis and Henderson (2002) pointed out that some jobs were not advertised externally; therefore, the online advertisements did not cover the whole job market. The job advertisements reflected the desired values (Xu, 1996) and not exactly covered all the requirements. In practice, the reason for this may be that some job ads are advertising newly created positions. Moreover, there were limitations because of filtering internships and junior positions. The timeframe of the study was one month. The data collection for the study was carried out in February 2021. According to the study of Bennett (2002), there are more waves in seasonality
9 Conducting research and results
Stage one of the current research comprised a content analysis of 1543 job advertisements aiming at graduate students and junior marketing professionals. On average, the advertisements were promoted on more than three career onlineportals. Eighty-two percent of the ads were in Hungarian, twenty-seven percent of the ads were in English, while under one percent of them were in other languages. Some of the advertisements were bilingual. First, a frequency analysis of the skill categories was conducted. Thirty-one skill types were merged into five main skill categories that are visualized in Figure 2. The most frequently mentioned category was the basic skill category with 1268 mentions within 1543 job advertisements. Besides,…
10Based on the literature review, the perceived importance of soft skills has increased tremendously during recent decades; and this is well reflected in the findings of our research. In summary, the common skills required by the employers across digital marketing junior positions were English language proficiency, communication and presentation skills, knowledge of internet marketing and using different software. Employers were seeking more well-rounded graduates with soft skills. Within soft skills, teamwork and interpersonal skills were also dominant in job ads. Advertisements for marketing and general management jobs were significantly more likely to demand core marketing and basic soft skills as well as software and language knowledge.
Reference
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