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Organizing for digital marketing success in tourism

Author

Listed:
  • RATIU, Monica Paula
  • PURCAREA, Ioan Matei

Abstract

We are in full mobile revolution and there are increased opportunities for personalized marketing through digital platforms. Customers are continuing to spend more hours a day on a mobile device, still wanting connection, context, and convenience. In order to keep pace with their expectations, there is a real need of investing in mobile, in online distribution channels, being on a continuous test-and-learn loop, attracting online shoppers, increasing conversion rates, and having data mining tools to assess customer choices and understand the customer’s preferences and booking patterns.

Suggested Citation

  • RATIU, Monica Paula & PURCAREA, Ioan Matei, 2015. "Organizing for digital marketing success in tourism," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 5(4), pages 22-27, December.
    • Handle: RePEc:hmm:journl:v:5:y:2015:i:4:p:22-27
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v5i4/4.pdf
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    References listed on IDEAS

    as
    1. PURCAREA, Theodor Purcarea, 2012. "Health Value for Sustainable Development, a Real Challenge," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 3(4), pages 03-13, October.
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    Cited by:

    1. PURCAREA, Theodor, 2016. "A Holistic Approach of Revenue Management and its Relation to Agile Marketing. Tourist Experience in a Customer-Driven Era," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 6(4), pages 16-27, December.

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      More about this item

      Keywords

      Mobile revolution; Consumers’ app preferences; Test-and-learn loop; CARE; DCA;
      All these keywords.

      JEL classification:

      • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
      • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
      • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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