Transcript Chapter 2 Principles of Marketing

Internet Marketing in Hospitality
and Tourism
Chapter 3 Planning Internet Marketing
By Zongqing Zhou, PhD
Professor
Niagara University
Chapter 3 Planning Internet
Marketing
• Internet Marketing Planning Defined
– A systematic process of designing a blueprint
for communicating the benefits and the value
of the products and services to the online
consumers.
– Strategic Internet Marketing Plan—long-term
plan
– Operational Internet Marketing Plan—shortterm plan
Chapter 3 Planning Internet
Marketing
– The Blueprint:
• Step1: Strategic Planning (your company’s goals and
objectives—long-term)
• Step 2: Operational planning (your company’s short-term
goals and objective, typically for one year)
• Step 3: Situation Analysis and SWOT
• Step 4: Understanding your customers
• Step 5: Market segmentation and Product Focus
• Step 6: Website construction and promotion
• Step 7: Pricing Strategy
• Step 8: Product Distribution
• Step 9: Internet Promotion
Chapter 3 Planning Internet
Marketing –objectives
• Objectives: criteria of good objectives
– Specific
– Realistic
– achievable
– Measurable
– Time-related
Chapter 3 Planning Internet
Marketing –strategies
• Is Internet marketing a complement or
replacement of your existing marketing practice
– If you are an existing company with a land-based
(mortar) business, that is the question to ask
• What is the best marketing mix I should use to
target my customers.
– If you are a pure online company (click) or operate an
independent online company separated from your
land-based business.
Chapter 3 Planning Internet
Marketing –Tactics
• Tactics are short term and flexible
• Tactics are used to fulfill the goals of
strategies
• Tactics require specific plans and tools
– What is your plan for the website?
– What tools do you use to advertise online
(banner, sponsorship, for example)?
– Permission email marketing?
– eCRM?
Chapter 3 Planning Internet
Marketing –situation analysis
Internet Marketing Plan
IMP: Objectives and
goals; strategies;
action plans;
controlling;
measurements
IME: Competitors,
customers,
distribution
channels,
suppliers
Immediate Marketing Environment
General Marketing Environment
GME: Economy,
technology,
demographics,
government,
society, culture
Chapter 3 Planning Internet
Marketing –situation analysis
• Customers:
– Who are they?
– Where are they (what sites do they go to? Are
they local, regional, domestic or
international?)
– How many are they?
– What are they doing online?
– What do they need and want?
– How they behavior when they are online?
Chapter 3 Planning Internet
Marketing –situation analysis
• Competitors
– Who are they?
– Are they online or offline?
– How do they present themselves to the
customers
– Are their strategies successful?
– Should I copy them or use different
strategies?
– Are they part of an existing land-based
company or a purely dot com company?
Chapter 3 Planning Internet
Marketing –situation analysis
• SWOT: Strengths, weaknesses,
opportunities and threats
– What is our SWOT?
– How are we going to deal with the SWOT?
– Link to an example
Market segmentation and Product
Focus
• Select your market (target customers)
according to your products and services
• What are the benefits and/or values of
your products and services
• Positioning/branding your products and
services
Website construction and
promotion
• The importance of your website as a
marketing tool
• Considering your customers and your
products when constructing your website
• Making sure customers can find your site
(search engine optimalization )
• Using an integrated marketing strategy to
promote your site (both online and offline)
Pricing Strategy
• Online consumers are power consumers
and sensitive to pricing
• Understanding competition
• Choose the right pricing strategy to fit your
products/services and customers mix
Product Distribution
• Direct marketing or not direct marketing?
– Product/service analysis
– Cost and benefits analysis
Internet Promotion
• Planning internet promotion
– Objectives
– Find your customers
– Budgets
– Marketing mix (pick the right communication
tools)
– Execution
– Measuring the effects