Mostar: Improving business operations of small and medium enterprises through implementation of digital marketing
As part of the Covid-19 Investment Response/EU4Business Recovery project, a workshop titled "Digital Marketing in Tourism" was held on Thursday, May 18, 2023 in Mostar, designed for tourist destinations and representatives of tourism businesses. Those gathered had the opportunity to learn about the latest digital tools and concrete strategies that will help them achieve greater reach, attract more tourists and achieve growth in their business.
Digital marketing has become a key factor in the modern promotion of tourism capacities. The workshop highlighted numerous advantages that digital channels provide to business representatives in the field of tourism, such as increased and quick reach of the target audience, significant savings compared to traditional marketing methods, and attracting younger generations of guests who use social networks as the main means of communication. For this reason, a high-quality presence on social networks is extremely important for a successful business in tourism.
The lecturers at this workshop, which was attended by 27 representatives of tourist destinations and businesses, were Adi Đukić and Goran Karanović, experienced experts in the field of digital marketing. Adi pointed out that the workshop was designed to provide participants with concrete solutions and strategies for improving their businesses, enabling them to keep up with the times and trends in tourism. The workshop encouraged dynamic discussion, exchange of ideas and networking among the participants.
A special focus was on the importance of online reputation and the selection of digital channels/tools to achieve a more successful business operation. "By precise targeting, sending personalized messages to ideal audiences, improving online visibility and reputation, an increased number of conversions (reservations, sales, etc.) is achieved. In the tourism sector, online reputation is vital for any business as travelers increasingly use the internet to research and make travel decisions. A good online reputation is an invaluable asset for a successful and stable business," emphasized Adi Đukić, owner of the digital marketing agency "WEB STUDIO" Mostar.
Milena Gnjatović Simatović from the Development Agency of the city of Prijedor "PREDA" emphasized the benefit of the informative and applicable content of the workshop, which will help them take all the advantages offered by digital marketing:
"Considering that nowadays, the use of digital marketing represents one of the most important factors for the development of modern tourism, we were given the opportunity at the seminar to review all the possibilities and advantages of using different digital tools in achieving a competitive advantage for SMEs, as well as tourist destinations. One of the crucial things is that with the help of digital marketing, even the smallest tourism companies can enter the market with their offer, and thus "keep the pace" with large companies.”
The digital marketing workshop was organized as part of the Covid-19 Investment Response/EU4BusinessRecovery project, co-financed by the European Union and the Government of the Federal Republic of Germany, and implemented by GIZ with the aim of promoting tourist destinations and developing sustainable tourism in BiH.