Analysis on L2 Digital IQ Index 2010 - Luxury and Travel

Not so long ago the best way of marketing was word-of-mouth method which brought popularity to people trusted brands. The trade itself was based on demand and offer. Thus the 20th century business was built on Pull marketing. Coming nowadays Push marketing stepped forward.

As digital IQ index shows the success of each brand highly depends on four methods of marketing. As we can see on the IQ ranking the Genius ones use all the possible means of marketing taking first lines of the list. Most successfully brands using major social media platforms such as facebook, tweeter, and YouTube. This proves that even if social media which takes only 20% of usage in digital marketing gives as big results as major method – site – 40%. In spite of strong existence of social media, communicating by email is still the best marketing tool in terms of ROI.
It shows that we can not ignore any methods of marketing, only entirely usage of digital world leads to desired results.

The popularity of digital marketing gives a good hand not only for luxury but for travel industry too. Travel agencies are successfully using the same method of marketing. However the grade of travelling basically depends on necessity. Let me explain why. Looking at the chart again we see airlines and hotels taking higher position than cruises. It proves the fact that we are buying tickets and booking hotels not only for luxury purposes. And are we going to cruises for necessity too? As for digital marketing it gives us a chance to use the brand we want for travelling. So, all the rankings and charts of airlines, hotels and cruise companies, taking first and last places in them depends on how successfully digital marketing is used. Delta, Southwest and American Airlines are being an example showing the world that social sharing tools, live chat and customer service via social media is the best way of e-commerce.

So, summing up all mentioned above I came to a conclusion that in our world of mobility and IT we can not ignore the importance of digital marketing not only in luxury and travel but in all the trade itself.