Digital marketing encompasses more than eight branches. In the

service industry managers must learn how to compensate for the

intangibility that characterises digital technologies.

This book explains most of the theories and the techniques necessary

to avoid typical mistakes and to promote online hotels, restaurants, local

tourism development offices, wellness centres, gyms and other clubs.

You will learn how to:

• improve the position in the Search Engine with SEO techniques

• manage paid promotions such as Display Campaigns and

Google Ads

• use social media, such as TikTok and Facebook

• create Content for your channels

• sell services with Online Travel Agencies and other distributors

• implement Internet of Things in the service’s operations

• automate the management with Artificial Intelligence

• understand the potential of Augmented and Virtual Reality

• analyse your guests’ interests

• answer positive or negative Reviews

• design a brand Voice and Personality

• get closer to your audience

• lead Influencers and Opinion Leaders