Bridget

Ryan

AMB330: Digital Portfolio

Digital Audit
Client: Escape Travel



Complied by:
Bridget Ryan


Semester 1, 2016

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1.0 Introduction
Digital and social media mature everyday and can no longer be described as the
future of marketing as they are the present (WARC, 2015). In a competitive
industry, an integrated digital strategy is imperative to the brands success in
both obtaining new and retaining current customers. This audit examines the
brands current digital offerings and performances, analyses the target market,
and develops consumer insights and actionable recommendations to improve
Escape Travel digital offerings.


2.0 Digital Audit

Table One

Criteria Observations Rating

1-10

Broad vision Escape Travel digital media has conflicting 5

of how digital
messages, reducing the achievement of their goals.
media can The companies visions are scarce across digital
transform platforms, apart from the website (Escape Travel,
Escape Travel
2017). The digital channels can extend and
accelerate customer engagement to accurately
position the brand and encourage their target
audience (Wertime & Fenwick, 2012).
Integration of By Escape Travel utilising multiple marketing, there 6
marketing, should consistent and unified messages. The
IMC and website displays new deals and information and
digital the store is designed to attract a mature audience.
strategy Social media platforms information comes from the
website, however Instagram has separate content,
targeting secondary markets. There is insignificant
educational information about Escape Travel,
although the brand vision travel is present, but the
digital and physical messaging in not integrated.
Digital The digital strategy aims to deliver informative and 6
Strategy welcoming information that could potentially invite
customers to visit places they can provide.
However, a new and improved digital marketing
strategy could further improve a focused plan to
support their objectives and goals to better suit the
target market (Chadwick, 2012). It can increase,
customer engagement in-store, satisfaction,

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reduces CPA and online visibility.

Strategically The companys visions are vaguely evident across 6
consistent, digital and traditional platforms causing
company- inconsistences. Facebook, Twitter and Linkedin
created brand have target audience content, compared to
messages Instagram that is primarily used to compete with
competitors. Consequently, causing discrepancies
with the target audience, which disorient the
customer.
Degree of Digital media appears to be a priority whilst still 6
company maintaining traditional marketing. The website is
involvement an important element in a digital strategy. It is
in digital and professional, updated regularly and mobile
social media friendly. Customers can enquire via, call, email and
live chat. The content on their digital channels are
general travel articles, although, there is minimal
information about there own companys deals and
educational information. However, articles are
linked to the website bringing customers to further
explore.
Digital tools 7
and social
media used by
the company




Escape Travel has multiple online accounts,.
Instagram and YouTube, predominately younger
market compared to Facebook, Twitter and
LinkedIn that aims to target the 45+ (Raine. L, &
Perrin. A, 2016).
Frequency of Social media content is updated every two days and 5
use of digital the website daily. Online tools allow instant
and social communication, formerly, the frequency would
media tools have been impressive, however, with the evolving
digital world, competitors and daily information
saturates cyberspace. Escape Travel must post daily
to cut through the clutter (Raine. L, & Perrin. A,
2016).

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Examples of 6
Content
shared

(Escape Travel, 2017)

Escape Travel Instagram shows the comments are
from the younger generation 18 35 years. 8% of
the target market use Instagram (Raine. L, & Perrin.
A, 2016). However, Instagram is helpful for travel
businesses to remain known and competitive.

(Escape Travel, 2017)

Image two directly targets 45+, although not
relative to the company, adults are interested in the
type of comfort they can have whilst flying.

(Escape Travel, 2017)

Image three targets a wide market and to read the
article, it will take you to the website, consequently
different target markets will be clicking creating
unwanted saturation.
Strategic user The content targets primary market and generation 6
engagement Y. The information is similar to competitors,

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consequently harder to compete digitally. Escape

Travel responds on social media within 48hrs,
however customers have failed receive responses,
taking to social media to express frustration.
Successful social media strategies are moving
beyond accumulating likes and followers;
marketers are seeking deeper forms of
engagement, which needs to be matched to remain
competitive (WARC, 2015).
Measurement Escape Travel is collecting data for reports on its 6
of digital digital performance through:
performance Advert performance,
Local demographic and people engaged
subscribers, likes and following.

3.0 Target Audience Analysis and Product and Competitor Overview

3.1 Primary Target Audience: 45 + / semi retired

Escape Travel target market is 45 + / semi retired, which are pre baby boomers
and baby boomers. The average age for retirement is 54.4 years, (58.2 men and
51.5 women) (ABS, 2016). There will be 228,000 men and 187,000 women (baby
boomers) retiring by the end of 2017 (Roy Morgan, 2016). 57% of the baby
boomer families were couples with children, 30% without children and 13%
were lone-parent families (ABS, 2015). A large percentage live central, in units,
and town houses, close to central shopping areas where Escape Travel offices are
located (Barca, M., 2016). With 47% owning their home in 2011 (Miles, E.,
2016).

Additionally, baby boomers are engaged travellers, with good health, had
affordable housing, free education, secure employment, generous
superannuation and tax breaks (Tulloch, 2015). The 55+ have a net worth over
$1 Million and currently own a combined $2.8 trillion in Australia; also their
wealth increased 14% since 2012 (ABS, 2015). Therefore leaving a prosperous
market to focus digital marketing plans on, to achieve goals (ABS, 2016).

Table Two Target Market technology usage

Young Boomers Older Boomers
51 59 yrs. 60 69 yrs.

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Internet Usage 83% 76%

Smart Phones Usage 59% 46%

Ipads and Laptops 35% 41%

Usage
Using Social Media 54% 45%

Facebook (Most 54% 46%

Popular)
Twitter 8% 8%

Instagram 8% 8%

(Raine. L, & Perrin. A, 2016)

Lastly, 51% of baby boomers are planning to travel overseas within 12 months,
with 55% researching online 4 -6 months in advance (Barca, 2016). With 36%
travelling three to four times a year, with their top six places - England,
Singapore, New Zealand, Indonesia, France and US, travelling with Qantas as
their chosen airline (Raine. L, & Perrin. A, 2016). Also, 40% choose location as a
priority ahead of luxury. However, 73% favour independent travel, 27% with
guided tour, although prefer travelling with partners and not family (Barca,
2016). Furthermore, Roy Morgan found that 61% of Australian baby boomers
found the all-inclusive travel packages very appealing, as it was completely
organised before departure (Barca, 2016).



3.3 Product Overview
Escape Travel path to purchase is either in-store, if the customers are closely
located and have time within opening hours, or the Internet. Customers can
receive a quote on the website, than a consultant will contact to plan the holiday,
consequently leaving time for the customer to visit and book through
competitors that will compete with price. Reviews have shown it takes various
calls, emails and in-store trips to plan and book. Customers want to book their
dream holiday promptly without difficulties (Wertime & Fenwick, 2012).

3.4 Competitor Overview

The travel industry is moving online and faces a high level of competition based
on price, quality of consultants, deals, location and reputation (IBIS, 2017).

Table Three
Company Travel Flight Hello Booking. Cruise

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Escapes Centre World Com About

Website 7/10 8/10 7/10 6/10 7/10

Social 6/10 9/10 6/10 4/10 6/10

Media
24/7

Target 45+ 17+ 17 + 17 + 17+

Market
Employees 780+ 18,000 + 2,000 + 13,000+ 270 +

Locations 165+ 2,800 + 300 + 184+ 300 +

Service Fee

4.0 Consumer Insights

4.1 Age has no limits

Baby Boomers have good health, time and money; and dont see age as a factor to
reduce travelling and perceive it as an essential due to their interest in
history/culture (Barca, M., 2016).

4.2 Changing Behaviours

Baby Boomers are frequently seeking information about travel through social
media (Barca, M., 2016). Research shows they are changing behaviours of
booking holidays traditionally through stores and moving to the Internet.

5.0 Recommendations

5.1 Frequency of Uploads

A new frequency plan will help to support the companys goals (Patel. N. 2016).
The strategy should consist of high quality content that represents the brand
daily (Schaffer. N, 2015). The recommendation is to post conservatively once a
day, and slowly increasing to two or three posts daily to maintain the frequency
and increase engagement (Schaffer. N, 2015). Maximising clicks on content
generates target market flow to the website (Patel. N 2016).

5.2 Multi- Channel Content Creation

Strategic marketers re-evaluate their content and challenge themselves to offer
more relevant and rewarding audience experiences to focus on earning their
audience (WARC, 2016). Baby boomers increasing rate on social media

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illustrates they are looking for informative content, providing entertainment that
adds value to what theyre looking for (Kaufman, 2015). The digital audit content
shared is infrequently targeted to the primary audience. When creating the
content, information needs to be relevant, personalized to the target market, and
can be optimized for any platform or device (Kaufman, 2015). Also insuring
entertainment is designed for simultaneous consumption aiding in the formation
of virtual communities (Redazione, 2015).

5.3 Real Time Marketing

Escape Travel can participate in realtime marketing whereby, producers
Capture a moment and respond immediately, producing consumers
imagination and deliver[ing] cost effective wins (WARC, 2015). Implementing
real-time behavioural information, relationship management and direct
consumer feedback improve and optimize interactions and engagement
(Wertime & Fenwick, 2012). Which entails responding frequently to customers,
with creative and proactive staff (Einav, 2015). Relinquishing control of brand
messaging, supplies customers with personalized content and attentive
communication they seek, whilst entertaining spontaneously and with
producers focus on right now (Wertime & Fenwick, 2012).

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Reference List

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