Transcript Chapter 20
Chapter Twenty Interactive Marketing: Internet and Database Marketing Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. The First Generation of Electronic Marketing (E-Marketing) Based on the one-on-one relationship – Started with airline reservation system in the 1970s – Manager travel agent + GDS Internet – Travel agent employment expected to decline Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. The Role of the Internet in Transforming Marketing In 1996 11% of households had Internet access Now 80% of households have Internet access From distributing information to marketing and direct selling Now every major brand has an Internet strategy Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. The Role of the Internet in Transforming Marketing (cont.) Early stages of Internet booking to now: – “Third party” sites or “online travel agencies” bookings were cumbersome and usually via email – Many sites were unsecured – Post 9/11/2001 travel decreased, discounts increased, Internet bookings increased – From traditional commission to merchant model of pre-negotiated prices – Brands created their own websites to compete – Now shift back to fundamental customer oneon-one relationships Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. An Overview of Hospitality Website Design Portrays the firm’s image Web design is complex Content should be consistent with customer needs Feel of the website should be considered Should be easy to navigate Design also for the search engine Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. An Overview of Hospitality Website Design (cont.) Four best practices for website in hospitality – The reservation mask should be on the front page to allow for online bookings – Email acquisition should be on the front page – Should convey the best value to capture the customer from the competition – Convey security with transactions Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Managing Customer Information Information is transferred into the hotel’s Property Management System – Email data: spam or consensual The CAN-SPAM Act 2003 Permission-based marketing Can “opt out” Send newsletter or other direct communication Some email addresses come from booking engines The top ten successful secrets of email marketing Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Database Marketing Involves two-way communication Managing relevant data Includes internal data and purchasing data Augments traditional marketing Email marketing is integral part Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Database Marketing (cont.) Benefits: – Strategic advantage through effective internal information – Improves use of customer and market data – Better long-term relationships with customers – Better customer behavior tracking Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Database Marketing (cont.) Database marketing components – Strategy: development of objectives – Data: names, addresses – Information: analysis of data – Knowledge: segmentation, clustering, and modeling Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Database Marketing (cont.) Using the database 1. 2. 3. 4. 5. 6. To contact past customers To build the database To segment customers Collateral email created and sent Track the marketing New customers found by profiling past customers Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Database Marketing (cont.) Ways to use the database – Customer segmentation – Communicate with the customer – Customer management – Improve the delivery of sales promotions – Conduct customer and product research Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.