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


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



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



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




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


Chapter 10Direct Marketing and Internet Marketing

10-6

Convergence of Traditional Advertising and Direct Response Marketing



10-7

• Banner adBanner ad– an ad placed as a narrow band across the

top of a Web page

Advertising


Chapter

Ten Tips for a Better Web site

10Internet Marketing

10-8Table 10.1



10-9

• Provision of Information– Planners– Bookers– Travel trade– Travel media




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




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



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

chapter copyright © 2009 by nelson education limited. internet marketing 10 10-1 prepared by simon...

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