ACCOR HOTELS + DIGITAL TRANSFORMATION Breakout Groups Using your own experience, retrace the steps you took for a recent trip, from its initial conception to the post-trip recollection and reminiscing. List the steps you went through to create a map of the typical customer journey in the traveling industry. Map the type of information you used along the way and the sources of information (i.e., media sources) that you used for each stage of the customer journey. Using the map that you have created, at every stage, what kind of content and which media (digital and non-digital) would be most effective to reach customers?

Project Activity #4: Where does your AR innovation fit within the customer buyer journey? In the prior project activities, your team approached the questions from the perspective of a B2B buyer. This week, you should work on this activity from the perspective of the END USER. By understanding how your prospective client(s) communicate with their customers, you’ll be able to pitch your AR innovation as aiding that buying journey. Use the customer journey map to outline how your prospective client markets to their customers. Who is your prospective client’s market? What is your prospective client’s mission? What is your prospective client’s message? What media channels does your prospective clients use? What type of budget do they have for marketing promotions? How will the measure success? Where does your AR technology fit (could fit in more than one place on the buyer journey)? How will your AR technology help improve success metrics? How does that translate into more profit? Now, how will you develop this into your client pitch? It’s not likely that you’ll have time to cover all of this in-depth. As you progress on the project, please use this – and other activities – as guides to help you work through the project requirements. These activities demonstrate how to use the tools covered in class in actual planning.

DIGITAL CHANNELS PLAY DIFFERENT ROLES IN PURCHASE DECISION. Display Advertisin g Content Marketing Paid Social OTT Ads Content Marketing Organic Search / Keywords Paid Social Paid Search Organic Search / Keywords Paid Social Email Marketing Direct Traffic Earned Social Email Marketing