Skiing Connected: Digital is a Must On and Off the Slopes at Ski Resorts

The snow is here. The mountains put on their beautiful white coats.  It’s time for the ski season. Before, the ski vacation checklist was limited mainly to the equipment: skis, jackets, gloves, boots. Today everything is different. The list also includes: tablets, laptops, and primarily smartphones: It is out of the question to travel without technology! Only 4% of French people go entirely offline when on holiday, and 81% of Americans admit that their smartphone is their number one travel accessoryPeople will always wish to go skiing, and the snow industry has a bright future, but no one wants to be cut off from the world while on a mountain. We are entering the era of skiing connected

We are living in the era of immediacy and sharing. As skiers, we want everything to be done in this way to make our vacation a unique customer experience. There is a real revolution in behavior. The resorts have understood the stakes and the interest for their image and notoriety: Today, for more than 80% of [French skiiers], Wi-Fi access is a selection criterion when choosing a ski resort.  Also, 31% of people in America only select a hotel if it offers free Wi-Fi. Every year, resorts are investing more in IoT and connected infrastructures. Resorts have even implemented something called smart station – a new technology that is available to facilitate the lives of holidaymakers and ensure their comfort.

skiing connected

Skiing Connected: Wi-Fi for all and everywhere

The primary objective of the ski resorts is simple: to offer access to Wi-Fi to everyone everywhere, whether through optical fiber or radio links, a free Wi-Fi central point, or an individual pocket wifi. All amenities at ski resorts are created to satisfy the customer. (e.g., since 2015 the resort of Les Gets [has offered] its holidaymakers a pocket Wifi system enabling them to stay connected everywhere, even when on holiday)A customer’s satisfaction starts with internet access. Nowadays, we want to be able to share everything immediately. The resorts have understood this need have acted to improve. There are more and more photo points installed in front of the most beautiful photo spots of different ski areas. The photo points ensure beautiful photos and selfies for skiers, that of course – thanks to the connected structures – can immediately be shared for our greatest happiness.

Skiing Connected
The photo points are set up so you can use your self-timer, stand in front of the Grande Motte Mont Blanc gold and smile!

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Digital Marketing: What is at stake for B2B companies?

A friend of mine is working in the marketing department of a medium sized B2B industrial company. The latter has just over 300 employees and operates on a large network of distributors throughout the world. The business is quite flourishing. But things can change. In fact, things are changing very fast today. My friend believes he should board on the digital marketing wave, to increase his company’s visibility on the web: in other words, he wants to develop a strategic presence on social networks. The problem is that he is not really familiar with all the digital concepts. So, he turned to me and asked me for advice.

This lead to a long reflection with him about what digital marketing really is and especially what the benefits can be for him and his business. It is important to understand digital before rushing into it prematurely. Finally, I quickly described to him the different steps that are essential to the success of his “digital marketing” project.

Digital Marketing and B2B: the two make a pair!

Digital marketing is first a matter of trend. To be competitive and innovative it is necessary to stay in the race, and therefore follow the flow.

B2B marketing budgets are shifting to digital and social. Overall, B2B marketing budgets are expected to increase, on average, by about 5% in the coming year. But spending on digital marketing programs is projected to rise three times as fast, and over the next five years, the share of budget dollars dedicated to social media marketing will more than double.”

But digital marketing goes well beyond a simple trend. It has real advantages in B2B.

Digital Marketing advantages

What are the advantages of digital marketing in B2B

Multi-channel: By using multiple channels, digital marketing offers many opportunities (complementary to traditional marketing) and allows users / companies to act at all levels of the purchasing process

Cost-efficiency: Digital marketing is less costly than “traditional” marketing; indeed …Even stalwart traditional marketers know that they cannot compete the Internet’s potential to reach thousands with just a single post”. Printing and shipment costs are not taken into account in digital, this is the advantage of CPC (you pay only when click). Read more