Bìznes Inform (Mar 2023)
The Digital Marketing Features of Spa Industry Establishments
Abstract
In recent years, the spa industry has reached a new stage of development, entering the daily lives of many people. The widespread use of the Internet, in turn, has actualized the issue of using digital marketing especially to promote spa services. This article is aimed at identifying the features of digital marketing of spa industry establishments. To achieve the goal of the study, general scientific methods were used: analysis, synthesis, systematization, comparison, abstract-logical method. The article analyzes the data for 2022 presented in the Global Digital 2022 report, which proves a significant spread of Internet users around the world, which actualizes the use of digital marketing. The author highlights the most relevant and used digital marketing tools for the spa industry. This publication considers the highlighted digital marketing tools efficiently used for spa establishments precisely. The main sections necessary for the website of a spa establishment are proposed. The importance of using SEO-promotion and contextual advertising for the efficiency of the spa establishment website is noted. The main sections and topics for the effective management of social networks of spa industry establishments are proposed. It is also proposed to use crowd marketing, which allows to create a positive image of the company in specialized forums, services and social networks. Content marketing is a leading component in the Internet promotion of spa industry enterprises, because its products are used in most other promotion tools. It is noted that the skillful use of email marketing can give a positive result in the case of using the formed base of interested consumers. The necessity of using mobile marketing, namely: such tools as creating a mobile version of the website of a spa establishment, using text messaging, creating own application, is emphasized.
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