“You have to know your brand very well and know how to transfer it to the digital world”

[khatunhumaira]

ARTIEM:
We were also interested in knowing the hoteliers' point of view, and for this reason we decided to conduct interviews in the tourism sector . For example, we asked Víctor Mayans, Marketing Director of the ARTIEM chain , how they managed to digitize the brand while maintaining both the brand essence and the distinctive values.

ARTIEM: digitalization and trends in tourism marketing.

For ARTIEM, the digitalization process went hand in hand with the offline one. In fact, the group's main concern was to be able to transmit the brand experience unchanged through digital channels. "It is important to have a very angola email list clear brand identity and find a way to communicate it in the digital context: the type of journey the user takes on your site, what they perceive, the content generated, the experience they have had and the trust you transmit. If I had to think of a difficulty? I would say being able to do all this methodically, quickly and without ever losing sight of the brand essence", Víctor Mayans told us.

Another fundamental piece for ARTIEM was to measure the results and ROI of each action performed. “Doing without measuring and improving is of little use. This is why we use analysis tools such as Analytics and DataStudio combined with Power BI, in order to control the KPIs and have a general picture that also integrates the levels of customer satisfaction and sales volume,” he added.