Chapter Copyright © 2009 by Nelson Education Limited. INTERNET MARKETING 10 10-1 Prepared by Simon...
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Transcript of Chapter Copyright © 2009 by Nelson Education Limited. INTERNET MARKETING 10 10-1 Prepared by Simon...
Copyright © 2009 by Nelson Education Limited.
Chapter
INTERNET MARKETING
10
10-1
Prepared by
Simon Hudson, Haskayne School of BusinessSimon Hudson, Haskayne School of Business
University of CalgaryUniversity of Calgary
andand
Marion Joppe, University of GuelphMarion Joppe, University of Guelph
Copyright © 2009 by Nelson Education Limited.
Chapter 10Internet Marketing
10-2
• role of the Internet as part of a communications strategy
• ways in which the Internet is being used by tourism and hospitality organizations for e-mail marketing, advertising, provision of information, distribution and sales, delivering customer service, building relationships, and for market research
Topics
Copyright © 2009 by Nelson Education Limited.
Chapter 10Internet Marketing
10-3
• Direct e-mail marketing (permission Direct e-mail marketing (permission marketing)marketing)– one of the most promising applications in online
advertising – user chooses to receive messages from a
particular advertiser• relatively inexpensive advertising• has high response rates and is easy to measure• targeted at people who want information about certain
goods and services
The Use of the Internet in Tourism and Hospitality
Copyright © 2009 by Nelson Education Limited.
Chapter 10Internet Marketing
10-4
• SpamSpam– unsolicited e-mail, including advertising– junk e-mail– because of low cost of sending e-mail,
users receive an increasing number of unwanted messages; consequence is that more and more e-mail goes unopened, and gaining permission to send someone an e-mail is becoming more important
The Use of the Internet in Tourism and Hospitality
Copyright © 2009 by Nelson Education Limited.
Chapter 10Internet Marketing
10-5
• Four distinct advantages:1. Targetability
• focus on people who want information about certain goods and services
2. Tracking• has high response rates and is easy to
measure
3. Deliverability and flexibility4. Interactivity
Online Advertising
Copyright © 2009 by Nelson Education Limited.
Chapter 10Direct Marketing and Internet Marketing
10-6
Convergence of Traditional Advertising and Direct Response Marketing
Copyright © 2009 by Nelson Education Limited.
Chapter 10Internet Marketing
10-7
• Banner adBanner ad– an ad placed as a narrow band across the
top of a Web page
Advertising
Copyright © 2009 by Nelson Education Limited.
Chapter
Ten Tips for a Better Web site
10Internet Marketing
10-8Table 10.1
Copyright © 2009 by Nelson Education Limited.
Chapter 10Direct Marketing and Internet Marketing
10-9
• Provision of Information– Planners– Bookers– Travel trade– Travel media
The Use of the Internet in Tourism and Hospitality
Copyright © 2009 by Nelson Education Limited.
Chapter 10Direct Marketing and Internet Marketing
10-10
• Distribution and sales– Booking activity dominated by airline
reservations– In US, concentration of online agencies:
Expedia, Travelocity, Priceline = 90% of market
– Online partnerships
The Use of the Internet in Tourism and Hospitality
Copyright © 2009 by Nelson Education Limited.
Chapter 10Direct Marketing and Internet Marketing
10-11
• Permission marketingPermission marketing– consumers volunteer to be marketed to on
the Internet in return for some kind of reward
– many consumers are looking to build relationships on the Web
– uses the interactivity offered by the Web to engage customers in a dialogue and in a long-term interactive relationship
Customer Service and Relationship Marketing
Copyright © 2009 by Nelson Education Limited.
Chapter 10Direct Marketing and Internet Marketing
10-12
• Marketing ResearchMarketing Research– 2 options for questionnaire distribution: e-
mail and web– Advantages: speed, flexibility, reach– Disadvantages: increasing difficulty to
secure survey respondents, use of incentives increases methodological concerns: response bias, multiple entry, and unwanted entries
Customer Service and Relationship Marketing