Transcript e-Marketing
e-Marketing what is it? Old versus New Economy • Old Economy, based on production industries: – – – – – Standardization; Replication; Big scale; Efficiency; Hierarchy. • New Economy, based on information industries: – – – – – – Differentiation; Customization; Personalization; Transparency; Technology; Speed. Market’s Evolution Homogenous offer Diversified offer Individualized offer Homogenous demand Segmented demand Individual demand ? ? ? ? ? ? ? ? ? ? ? Changes in Marketing • New technologies, particularly the Internet, lead to big changes in Marketing. • Companies face a new paradigm: not to focus on the product but on clients “fidelity”. • e-Marketing isn’t more than the application of Marketing to digital businesses and the use of the new media made available by the development of new technologies. One-to-one Marketing • Success or failure of many companies depends on how they keep up with technological evolution. • Due to the attitude change in clients, and following the idea of customization, any marketing strategy should take this in to consideration. • In tourism, each client is different, each product is different, each experience is different, so the marketing strategy should be different in each case. Not to Forget • A satisfied, “faithful” client is potentially someone that will recommend the product/service. • A dissatisfied client won’t come back and will spread a negative opinion about the product/service he/she bought. • Company management should focus its attention on managing the relationship with clients. One-to-one marketing should be use to manage this individual, personalized relationship with clients. • But this is not easy! New e-Marketing Tools e-marketing t-marketing Web iTV m-marketing Mobile Why New Strategies? • • • • • • • Transference of power from sellers to buyers; Faster information; Time compression; End of physical distances; Global demand; Consumer knowledge management; New type of intermediary – metamediary (portals); • Valorisation of intellectual capital. Something to Think About • Consumer behaviour depends on: – – – – – – brochures / images / information; expectations; the possibility to be surprised; merchandising; differentiation; new products. • In tourism, a satisfied customer rarely returns to a local he already visited (depending on its psychological profile and the distance). “We all live under the same sky - But we don’t have the same horizon” Konrad Adenauer Thank you very much! Děkuji! Pedro Cravo [email protected] www.estig.ipbeja.pt/~pmmsc