The concept of international travel used to be elitist, yet now it is finding mass flavour. As per market research, there has been an increase of more than four percent this year in the numbers from comparable time period. South America as a region has benefitted the most with Europe doing next best. Africa as a region declined due to the Ebola epidemic scare. Due to the heightened impact, Disneyworld centres in Hong Kong and Paris have actually banned ‘selfie’ sticks.

While much is made of organizational culture, in order for that to convert into tangible benefits, some measures have been suggested by management consulting. As per market research more than seventy percent of corporate heads feel that culture is integral to firm’s success or not. A proper corporate strategy must exist. Corporate training must be included as an integral component of the same. Also team ethics must be encouraged. A healthy work- life balance will also lead to benefits in the long run. Allianz, Goldman Sachs and Deutsche Bank are some examples of companies successful in these regards.

The tourism industry has now strongly embraced digital marketing especially social media. The national board of Costa Rica was an early mover attracting inbound tourism to the country. But now a number of English speaking countries such as Australia, USA, UK, Canada, New Zealand and Ireland have taken over. Tourism Ireland in fact has over three million Facebook fans and also has healthy profile across Twitter, Instagram, Google Plus, Pinterest and YouTube. A leading global healthcare firm Goodness Company is pushing medical tourism in South America using the power of social media.

management consulting arm of Accenture has come up with a report which claims that the servicing concept is not yet strong among most firms. The business research claims that nearly 70% of enterprises have not yet reached that stage of corporate evolution. Some key findings have been discussed. Business analysis and intelligence are considered critical by more than half the firms polled. Majority of senior staff are looking for business innovation but the hands-on team does not share the opinion. More than four-fifths of service providers themselves recognize the importance. The Cloud is seen as the future for the service sector. Thus the gap between corporate strategy and operational level needs to be bridged. Some changes need to be enforced drastically.Talent management is becoming increasingly crucial along with the concept of co-creation. Thus technology must be increasingly aligned with operations.

In order to develop a sound corporate strategy for marketing technology, some questions must forever be posed before launching. One must be aware of the core components of existing stack. Also these solutions’ features, usability and values must be well understood. The marketers in the team must have a good idea regarding the technologies related to their work stream. Also the marketing team must be in a position to fully utilize these capabilities. Also technologies must be aligned with each other. One must look out for redundancies in marketing solutions and whether they impact the efficiency at work. Also marketing and IT teams must work together. Business innovation is a constant part of marketing technology and the firm must take care to incorporate it within their lines of work. Importantly, the company needs to analyze whether a core of bundled technology is better suited or should they go for standalone solutions.

Social media is emerging as such an important part of the digital marketing campaign some tools are necessary to use in order to optimize the efforts. Buffer helps in distributing content across platforms such as Facebook, Twitter and LinkedIn throughout the day. In order to get business analysis on social media, Hootsuite is the ideal tool. Spredfast enables tracking of online conversation via keyword searches. A social media calendar can be formed using Percolate to schedule engagement across platforms. Tweetdeck is best tool to manage Twitter feed. Oktopost allows tracking of total clicks and bulk scheduling of posts. Sprout Social allows scheduling and posting of messages across social platforms. Sendible aggregates posts and comments from different platforms to a single dashboard so it becomes easier to respond to them. BuzzBundle allows multiple platforms to be seen together on the screen at one time so one can post, reply or re-tweet without exiting any page. Finally there is CoSchedule which lets posts be scheduled from inside the post editor. 

Certain reasons exist why businesses have embraced digital marketing wholeheartedly. It saves time. Strong marketing campaigns may be launched. It develops new perspectives. It is the best form of customer engagement and tailors product according to individual users. There is no better way to market technology than using technology itself. Online marketing allows for more flexibility at better scale. Marketing research has also proven that the productivity is greater in this form. The future capabilities are even greater as expansion is on the horizon.