{"title":"Digital marketing in West Bengal tourism – A case study","authors":"A. Raja","doi":"10.1177/20438869231181149","DOIUrl":null,"url":null,"abstract":"‘Ignoring online marketing is like opening a business but not telling anyone’. The role of digital marketing is quite essential in the business world today. Raja, a consultant for DSMM agency, is given a task to assess and audit the digital handles of the website of WBTDCL, a government agency that promotes tourism and travel in West Bengal, an eastern state of India. This case study describes the tourism background, scenario, prominent destinations of West Bengal, expectations of the client, findings of the professional team and provokes the reader on how to create a web persona for the target audience, to chart out a customer journey map, to identify the top travel and tourism influencers and to develop an online customer experience pyramid.","PeriodicalId":37921,"journal":{"name":"Journal of Information Technology Teaching Cases","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Information Technology Teaching Cases","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/20438869231181149","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 0
Abstract
‘Ignoring online marketing is like opening a business but not telling anyone’. The role of digital marketing is quite essential in the business world today. Raja, a consultant for DSMM agency, is given a task to assess and audit the digital handles of the website of WBTDCL, a government agency that promotes tourism and travel in West Bengal, an eastern state of India. This case study describes the tourism background, scenario, prominent destinations of West Bengal, expectations of the client, findings of the professional team and provokes the reader on how to create a web persona for the target audience, to chart out a customer journey map, to identify the top travel and tourism influencers and to develop an online customer experience pyramid.
期刊介绍：
The Journal of Information Technology Teaching Cases (JITTC) provides contemporary practical case materials for teaching topics in business and government about uses and effectiveness of technology, the organisation and management of information systems and the impacts and consequences of information technology. JITTC is designed to assist academics, scholars, and teachers in universities and other institutions of executive education, as well as instructors of organizational training courses. Case topics include but are not restricted to: alignment with the organization, innovative uses of technology, emerging technologies, the management of IT, including strategy, business models, change, infrastructure, organization, human resources, sourcing, system development and implementation, communications, technology developments, technology impacts and outcomes, technology futures, national policies and standards.
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