Develop Integrated Digital Marketing Strategy

How to Develop an Integrated Digital Marketing
Strategy for Tourism and Hospitality Promotion@skydigitalagency 
hello@skycrm.asia 
www.skydigitalagency.com 
http://bit.ly/skydigital-youtube
Charmaine Lee
Chief Digital Marketing Officer  
Sky Digital Agency

Charmaine Lee
Sky Digital Agency
A little about me…
Founded in 2010 Rebranded in 2014 Founded in 2015
Trainer in Instagram Marketing
& Email Marketing Courses
Collaborations in 2019Associate Adult Educator

Charmaine Lee
Sky Digital Agency
How many of you are from:
Tourism Industry: 
Tourism development,
management of the travel
industry, tourism marketing,  
and tourism services
Hospitality Industry: 
Hotels, restaurants, cruise
ships, amusement parks,
country clubs, and convention
centers
Other Industries /  
Just want to learn
more
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia

Video to watch: https://www.youtube.com/watch?v=7t2uI42dY9A

Charmaine Lee
Sky Digital Agency
Industry 1.0 to 4.0
Most businesses define your business as what you do, instead of
the benefits you provide. - Guy Kawasaki
Guy Kawasaki used to work for Apple under Steve Jobs. And noted that in order to leap unto the next industry
revolution, we need to be innovators. He used Ice Business in the 1800s as an example in his Ted Talk. In the ice
business, the companies in Industry 1.0 never made it to Industry 2.0, and those in Industry 2.0 did not make it
to Industry 3.0.
WHAT IS 4.0?
Internet of things. Digital
Transformation. Virtual
Experience.
ICE 1.0, ICE HARVESTING
Late 1800s, early 1900s
Bigger Horse, Bigger Saw
ICE 2.0, ICE FACTORY
No limitations by climate
and season.
ICE 3.0, FREEZER
Personal Ice Factory, like a
Personal PC

Charmaine Lee
Sky Digital Agency
What is Industry 4.0?
Who owns the largest
amount of hotels
around the world?
Who owns the
largest cab ﬂeet
around ASIA?
Largest retail
company in the
world?

Charmaine Lee
Sky Digital Agency
Barnes & Nobles
B&N responded by trying to get in on the ebook craze and
created their ereader, the NOOK. While the logic was
certainly there, this was, ultimately, a failed venture, losing
the company more than a billion dollars.
Burning through four CEOs in ﬁve years and closing over
150 bookstores in the past decade
Source: https://bookriot.com/2019/08/27/what-happened-to-barnes-and-
noble-and-whats-in-store-for-the-chain/

1What is key in every country but has not evolved?

What is Digital Marketing?
Comprises of all marketing efforts that uses electronic devices or the internet.
Website SEO Marketing
Blogging Video Marketing Content
Marketing
Email Marketing Social Media
Search Engine
Optimization (SEM)
Also known as  
Pay-per-click

What are the Benefits of Digital Marketing?
Here are some Key Benefits of Digital Marketing:
Saves Time vs
Traditional Marketing
Campaigns
Real Time Analysis
of Campaign
Results & ROI
Economical for
SMEs, even more
so for MNCs
Instant Feedback,
Received well or
not
Provides Flexibility
to change and
improve
Ability to Target
Specific
Audiences

Sales v.s. Marketing
What is Sales?
Charmaine Lee
Sky Digital Agency

Sales v.s. Marketing
What is Marketing?
Charmaine Lee
Sky Digital Agency

“The best marketing
doesn’t feel like marketing.”
– Tom Fishburne, Founder of Marketoonist
Charmaine Lee
Sky Digital Agency

1
In 1920s, we had
Colour in Print of
Magazines
In 1960s, we had the
Emotional Impact that
changed the Creative
Industry.
In 2000, Google
launched AdWords by
Intent revolutionise
advertising.
In 2012, Facebook introduced
targeted advertising, in 2013
Facebook buys Atlas Solutions from
Microsoft for $100 million, and
started serving re-targeting ads.
In the 1800s, we
had print in black
and white.
120 years 40 years 40 years 12 years
The evolution of advertising

Majority of our marketing and advertising
messages, jump from awareness to action!
AWARENESS, 
or Attracting
Attention
INTEREST, 
Generating Interest
DESIRE, 
Stimulating Desire
ACTION,  
Spurring Action
A.I.D.A
How can we improve your
social media marketing?

Strengths & Weaknesses: The beauty of Philippines
7,641 islands 82 provinces
Beaches,  
Summer Weather
Diving &  
Snorkelling
Food &  
Seafood

1. Understanding your
buyer’s journey with you…
AWARENESS CONSIDERATION DECISION
1. Course Content 
2. Course Fees (Grants)
3. Trainer Profile
4. Convenience of location (Raffles Place)
5. Regular schedules
6. Video tips on YouTube, Peatix
7. Visually appealing website
8. Active and/or Advertise on Social Media
9. Testimonials (Website)
10. Facebook / Google Reviews (Credibility)
11. FREE Ebooks: Website / Facebook Ad
12. EventBrite / Peatix

1
What triggers the
decision for travel
destinations?Work or Holiday
What will trigger an A.I.D.A to travel to
your destination, and use your service?
The AWARENESS stage
on a destination.
What type of
traveller are you?

1
What triggers the decision
for travel destinations?
The key questions that triggers my
travelling behaviour and choice:
CONSIDERATION 
• Flight Price
• Day Trip Options
• Price for Day Tours
• YouTube Videos
• Street Food 
• Walking Tours 
• Free & Easy
Work or Holiday
The AWARENESS stage
on a destination.
What type of
traveller are you?

1
What triggers the decision
for travel destinations?
A Buyer’s Journey on the Internet
Work or Holiday
DECISION
• Reviews Online 
• Branding
• Easy to Use Website 
• Word of Mouth 
• Pricing
What type of
traveller are you?
CONSIDERATION 
• Flight Price
• YouTube Videos
• Street Food 
• Walking Tours 
• Free & Easy
The AWARENESS stage
on a destination.

1
1. Customer Persona, Who are they? 
2. Understanding your customer’s buyer journey.
AWARENESS 
• Flight Promotion 
• JetStar Weekly Newsletter
• SilkAir Spontaneous GetAway
• Yearly Family / Friends Travel  
• Food Videos on YouTube
CONSIDERATION 
• Personal Experience
• YouTube Videos
• Street Food 
• Free & Easy 
• Safety / Shopping
DECISION 
• Budget
• Period of Travel
• Places to Visit 
• Type of Activity
• How instagram-able?
+ +

3. Digital Marketing v.s. Integrated Digital Marketing
Video Link: https://www.youtube.com/watch?v=dZTbCDi0ePc

What is your Enticing/
Valuable Offer?
Social Media Ads
Capture their Emails
with Giveaways
Send them emails to
nurture them
Make a sale / Offer
to purchase
1
4. Map out a Sales Funnel for your
Social Media Marketing Strategy

1Let’s look at some Singapore Tourism Case Study

5. How can you stand out from the crowd?

1
Leverage on the story you can tell with these amazing photos and travels!

1
Start involving Videos in your Tourism Marketing Strategy!
AIRASIA x NOC 
since 2016
SILLKAIR x NOC 
since Sep 2019

1
1
How many of Hotels get booked
directly from Hotel Websites?
* EMAIL LEAD GENERATION 
• Upon Booking 
• Upon Check-in
• Provide more value 
• Fun Facts about travel destination or itineraries
Business Partners:  
Events, Conference
Weddings
Airline  
Partners
Travel Agency
Partners
Celebrity

How can you develop an Integrated Digital Marketing
Trafﬁc for Tourism & Hospitality Promotion?
1. Customer
Persona
2. Understand their
buyer’s journey
3. Integrated
Digital Marketing
4. Sales Funnels in
for your business
5. Stand out from
the crowd

1
Landing Pages v.s. Website
1. Your Unique Selling Proposition (USP)  
• The main headline  
• A supporting headline
 
2. The hero shot
• Image or video showing context of use
 
3. The beneﬁts of your offering  
• A bulleted list summary of benefits  
 
4. Social proof  
• Testimonials or reviews
 
5. A single conversion goal

YouTube Video: https://www.youtube.com/watch?v=3Sk7cOqB9Dk

YouTube Video: https://www.youtube.com/watch?v=cbtf1oyNg-8

What are your Digital Marketing Goals?
Let’s begin with the end in mind.
Generate / Increase
Leads for your Business
How will you track it?
Cost per Email
Lead Collected
Generate Trafﬁc to your
Business Website?
Expand your
email database?
Cost per Click
to your website
Cost per Lead Generated
from Campaign

If there are nine rabbits on the
ground, if you want to catch one,
just focus on one. - Jack Ma

1
A Sales Funnel will help optimize your
Return on Investment & Conversion Rates
Social Media Ads
Capture their Emails with
Giveaways with Pop-ups
or Landing Pages
Send them emails to
nurture them, re-market,
cross sell, etc.
Make a sale / Offer
to purchase

Thank you!
Q&A Time
@skydigitalagency 
hello@skycrm.asia 
www.skydigitalagency.com 
http://bit.ly/skydigital-youtube
Charmaine Lee
Sky Digital Agency

Develop Integrated Digital Marketing Strategy

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