Transcript The Tourism Marketing Environment

Chapter
10
INTERNET
MARKETING
Prepared by
Simon Hudson, Haskayne School of Business
University of Calgary
and
Marion Joppe, University of Guelph
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Copyright © 2009 by Nelson Education Limited.
Internet Marketing
Chapter
10
Topics
• role of the Internet as part of a
communications strategy
• ways in which the Internet is being used by
tourism and hospitality organizations for email marketing, advertising, provision of
information, distribution and sales, delivering
customer service, building relationships, and
for market research
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Copyright © 2009 by Nelson Education Limited.
Internet Marketing
Chapter
10
The Use of the Internet in Tourism
and Hospitality
• Direct e-mail marketing (permission
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
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Copyright © 2009 by Nelson Education Limited.
Internet Marketing
Chapter
10
The Use of the Internet in Tourism
and Hospitality
• Spam
– 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
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Copyright © 2009 by Nelson Education Limited.
Internet Marketing
Chapter
10
Online Advertising
• 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 flexibility
4. Interactivity
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Copyright © 2009 by Nelson Education Limited.
Direct Marketing and Internet Marketing
Chapter
10
Convergence of Traditional
Advertising and Direct Response
Marketing
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Internet Marketing
Chapter
10
Advertising
• Banner ad
– an ad placed as a narrow band across the
top of a Web page
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Copyright © 2009 by Nelson Education Limited.
Internet Marketing
Chapter
10
Ten Tips
for a
Better
Web site
Table 10.1
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Copyright © 2009 by Nelson Education Limited.
Direct Marketing and Internet Marketing
Chapter
10
The Use of the Internet in Tourism
and Hospitality
• Provision of Information
– Planners
– Bookers
– Travel trade
– Travel media
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Copyright © 2009 by Nelson Education Limited.
Direct Marketing and Internet Marketing
Chapter
10
The Use of the Internet in Tourism
and Hospitality
• Distribution and sales
– Booking activity dominated by airline
reservations
– In US, concentration of online agencies:
Expedia, Travelocity, Priceline = 90% of
market
– Online partnerships
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Copyright © 2009 by Nelson Education Limited.
Direct Marketing and Internet Marketing
Chapter
10
Customer Service and Relationship
Marketing
• Permission 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
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Copyright © 2009 by Nelson Education Limited.
Direct Marketing and Internet Marketing
Chapter
10
Customer Service and Relationship
Marketing
• Marketing Research
– 2 options for questionnaire distribution: email 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
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Copyright © 2009 by Nelson Education Limited.