Focus on Digital IQ

What does DIGITAL IQ refers to?

In this all digital era, corporations have to adapt to the rise of new technologies. Digital IQ could be defined as companies' ability to build a whole strategy by valuing technologies and embedding them in their core businesses. Digital IQ can deepen the level of engagement a company shares with a customer. It is about adapting the right digital technologies to help innovating, planning and most of all INTERACT with customers. 

To raise their digital IQ, they are four main elements companies should consider :

The website : "Effectiveness of brand site"

- It has to be interactive and easy to navigate on

- Customer should be able to find easily what he is looking for 

- The reservation system should be smooth

- Customer loyalty program and reward should appear 

- Engagement with social media should appear 

Digital Marketing : "Search, display, and email marketing efforts"

- Website should be well referenced (google adds)
- Customer should be able to access the website through commercial banners & adds positionned on appropriate websites
- The company should be present on emerging platforms such as Tumbler, Pinterest, Google +
- In addition to the website, companies should create a blog -will help with customer's interaction-
- Possibility for the customer to suscribe to the newsletter in order to be updated of special offers and so on

Social Media : "Brand presence, community size, content and engagement on major social media platforms on global and select property accounts" 

- Facebook: Not only to be present on Facebook: the page should be updated regularly with rich content and responsive (f-commerce). A facebook app to facilitate mobile users navigation
- Twitter: Tweet frequency, online voice
- Youtube: Customer tend to watch videos before planning a trip. It is crucial to have corporate videos describing the experience and giving an overview of what's awaiting the customer

Mobile : "Compatibility, optimization and marketing on smartphones, tablets and other mobile devices"

- Mobile site: The navigation should be as easy on mobile than on computer device since today's customer mostly navigates on its mobile;
- IOS app: Should have added values such as possibility to book directly the room, why not customizing the stay?
- Mobile innovation: Geo localization (foursquare: guests that check in on foursquare have a free cup of champagne for example), Instagram, food reporter and so on...

*Source : Hotels Digital IQ 2012 review