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Grundlagen integrierter Social-Media-Initiativen in der Reiseindustrie

In: Digitales Dialogmarketing

Author

Listed:
  • Roland Fiege

    (MAP Germany)

  • Sebastian Redenz

    (MAP Germany)

Abstract

Zusammenfassung Im folgenden Beitrag geht es um die Veränderungen im Marketing der Reiseindustrie, hervorgerufen durch die digitale Revolution im Allgemeinen und durch Soziale Medien im Speziellen. Nach einer kurzen Einleitung wird die strategische Bedeutung von Social-Media-Kanälen dargelegt und die veränderte Customer Journey bei Reisebuchungen erläutert. Danach werden die unterschiedlichen taktischen Möglichkeiten untersucht und die verschiedenen Content-Arten für Earned-Media-Kampagnen vorgestellt, die in Social-Media-Kanälen relevant sind; am Ende folgen Beispiele aus der Praxis.

Suggested Citation

  • Roland Fiege & Sebastian Redenz, 2014. "Grundlagen integrierter Social-Media-Initiativen in der Reiseindustrie," Springer Books, in: Heinrich Holland (ed.), Digitales Dialogmarketing, edition 127, chapter 28, pages 705-719, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-02541-0_28
    DOI: 10.1007/978-3-658-02541-0_28
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