Abstract
The function of marketing has always been to connect companies with their audiences in the right place at the right time. Today, you have to meet consumers where they spend most of their time: on the internet, from your company's website to the various aspects of online branding (digital advertising, e-mail marketing, web brochures). , etc.), digital marketing covers a wide spectrum of tactics and content. For enterprises operating in a market economy such as tourism, the issue of effective marketing activities, which is a system of measures to meet consumer demand for relevant products and services, is highly relevant. A prerequisite for the development of the first direction is that in connection with the introduction of e-commerce and e-business in the practice of firms, corporations and banks, there have also been changes in the nature of commercial and financial transactions, relationships with partners and customers, the development and implementation of business strategies, the formation of competitive advantages.
 The pusrpose of the article is to demonstrate the practical aspects of implementation of marketing technologies in the tourism enterprise : experimental case of two tourism enterprises from france and ukraine
Highlights
Introduction and litterature reviewMarketing is traditionally viewed from three perspectives: it has been identified with advertising, promotion and sales under pressure
The need to change the image of South Africa, which can no longer be just a destination for safaris, should focus more on the diversity and eclecticism of South African cities.It is noticable that over the decades of development of the ICT sector in South Africa, an economy has formed in which the "Internet of Things" really exists: every day the number of networked devices that can be used by both firms and individuals for an ever-expanding range of services is growing
Faced with the need for travel agencies, they remain resilient to the international context, making it possible to multiply initiatives aimed at exploiting national and regional markets.This applies primarily to the cities of the South Africa,where the most advanced applications could used in the management process of companies in tourism sector through marketing technologies stacks. making relevant the issues of implementation of these technologies in the marketing activities of tourism enterprises in south africa and abroad.the studies of the practical experience of tourism enterprises in countries like Ukraine and france could help to allievate this question
Summary
This gives the Ukrainian travel agency Join Tours LLC two options: either to use the services of a website provider and an Internet advertiser, or to implement a system consisting of marketing technologies described earlier, given that in the 2018 tourist season, Join Tours LLC managed to attract 7,855 customers with 15,500 leads gathered online. A digital strategy requires an investment, but it will be less compared to a conventional advertising campaign This is explained by the fact that the creation of the domain name of the company, its online presence (in terms of SEO, word of mouth and many other aspects) and the company’s website relies heavily on good management of its keywords and goals, well before appearing on the web. The calculation of the acquisition cost in digital marketing makes it possible to appreciate the contributions of this marketing strategy This calculation is essential to follow progressively the profitability of the customer acquisition campaign.In addition, this calculation is necessary to identify the channels, the actions, the most effective strategies to acquire new customers. Theoretical budget forecasts in terms of digital and traditional marketing of the “Join Tours”
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