Abstract
Direct online marketing and sales are nowadays an essential part of almost any business that addresses an end consumer, such as in tourism. On the downside, the data and content required for such marketing and sales are typically distributed, and difficult to identify and use, especially for small and medium enterprises. Further, a combination of content management and semantics for automated online marketing and sales is becoming practically feasible now, especially with the global adoption of knowledge graphs. A design and feasibility pilot of a solution implementing semantic content and data value chain for online direct marketing and sales, basing on knowledge graphs, and efficiently addressing multiple channels and stakeholders, is provided and evaluated with the end-users. The implementation is shown to be suitable for the use on the Web, social media and mobile channels. The proof of concept addresses the tourism sector, exploring, in particular, the case of touristic service packaging, and is applicable globally. The typically encountered challenges, particularly, the ones related to data quality, are identified, and the ways to overcome them are discussed. The paper advances the knowledge of employment of knowledge graphs in online marketing and sales, and showcases its related innovative practical application, co-created by the industry providing marketing and sales solutions for Austria, one of the world’s leading touristic regions.
Highlights
As end-consumers tend to spend more time online, in social networks, mobile apps, etc., and at the same time, the costs for using online booking and marketing platforms increase, online direct marketing and sales are becoming increasingly important, and even indispensable, for addressing potential customers
Our research aims in this work are to identify a reference solution for an online marketing system that needs to combine multiple sources of the data, and to identify the typical data management challenges that are appearing with the deployment of such a system
The social media postings are automatically generated from the data using the Online Communication and Marketing Tool (ONLIM) component, and are content-wise addressed to audiences which the touristic service provider already has on its social media platforms e.g., as subscribers, or as the ones it wants to attract
Summary
As end-consumers tend to spend more time online, in social networks, mobile apps, etc., and at the same time, the costs for using online booking and marketing platforms increase, online direct marketing and sales are becoming increasingly important, and even indispensable, for addressing potential customers. The companies and businesses need to present themselves on the Web, and best practice approaches for this are not identified It is typically unclear which data exact management challenges are to be encountered in such multi-channel direct online marketing systems. As in many service-oriented businesses nowadays, the touristic service consumers want individualized experiences [7] and no longer want the “one-size fits all” touristic packages, as, for example, produced in a generic way by travel agencies This imposes large challenges on data management, and has been a motivation for the TourPack project (On-demand Data-driven Production of Touristic Service Packages (TourPack): http://tourpack.sti2.at), in whose settings we develop our approach.
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