haaga-helia (tommi immonen). analysis &7 p’s macro, micro and internal analysis segments...

HAAGA-HELIA(Tommi Immonen)

Analysis & 7 P’sMacro, micro and

internal analysisSegmentsTarget marketPosition

ProductPricePlacePromotionPeopleProcessPhysical evidence

ProductWhat product are suitable for e-commerce?Dynamic packaging (flight+room+activities)DIY & modular packagingCustomizationThe long tail

PriceTransparency in pricingPrice comparison sites poptravel.fiDynamic pricingBundlingVersioningFreePay what you want Auctions

PlaceChannel strategyDistribution channel managementChannel conflictJustification of middlemen and agentsAffiliate networkingWho owns customer, who owns capacity

Placeebookers.comexpedia.comorbitz.comtravelocity.comlastminute.commatkaporssi.fisupersaver.comedreams.net

booking.comhotelzon.comglobalhotelalliance.

comhotels.com

opentable.combookatable.comtableonline.com

PromotionUSPAIDADAGMARMixing online and offline marketingPersonalization, customizationProfile

PromotionBannersPopupsAdWordsAffiliate marketingSponsoringEmail marketing, newsletter (opt-in vs spam)Permission marketing (SMS)Viral marketing willitblendElectronic magazine eZine

PromotionVideoFlashRSSWidgets, Facebook appsCookies, 3rd party cookiesGame advertisingDomain

PromotionHits, visit, unique visitorCTR Click Thru Rate, usually <1%CPC, Cost Per ClickCPT, CPM, Cost Per Thousand, Cost Per MilleCPL, Cost Per LeadCPA, Cost Per ActionConversion rateLoyalty

PromotionWeb analytics

logsother

purpose

Press and mediaExpert articles with contact info

Search Engine MarketingSEM Search Engine Marketing

Google AdWordsKeywords

SEO Search Engine OptimizationOrganic results

Not just GoogleBingYahooYandexBaidu

PeopleChat, videochat (by appointment)Discussion forumsFAQ getsatisfaction.com

eCRM salesforce.com

ProcessSelling, up-selling, cross-sellingReservationPaymentConfirmationAssurancePost-booking, post-purchaseflightstats.comseatguru.comtrackmypizza.com

Physical evidenceWeb design mgmgrand.com

websitegrader.comClicks and mortarsTestimonialsVideosLinksTrust

Web page evaluation search function site map language choices feedback possibility opt-in for newsletter or similar web shop or booking engine direct sales or through channel FAQ Frequently Asked Questions information about the company corporate, chain or franchise information privacy policy section for members recruitment section opening hours driving instructions and map own and local events deals affiliate marketing links to social media local weather

mobile optimized pages cookies keywords in HTML code clarity of navigation general usability meaningful and up-to-date content graphical layout (color, fonts...) pictures, animations, videos experience

PlanningDomain, site plan, campaign pagesSite richness vs plainnessCampaign plan, scheduleGlobal promiseConsumer behavior (business + leisure)ProamateursMeasuring marketing

Web 2.0UGC User Generated ContentFrom Citizen Kane to citizen me (to citizen us)

ohmynews.comSmall niche publications vs mass mediaPeople trust unknown people and their reviewsNo more propaganda but authenticity and

honest trial and error90% read, 9% share content, 1% create contentInteractive value creation

Social mediaChanging net from library to global caféBlog, microblog, wiki, media share….Social networksTaxonomy folksonomy, tags, tag clouds

digg.comP2P technologies skype.comC2C, no operators, no middlemen, no

control?Completely new services

Social media for hospitality and tourismtripadvisor.comThorntree by

Lonelyplanetbootsnall.comhotelchatter.comtravelblog.orgskytraxigougo.comitrip.comwayn.comtravelpost.com

triphub.comkayak.comgusto.comeat.fikotikokki.fithelobby.comvirtualtourist.comrealtravel.comvibeagent.comFacebook: where I’ve

been

Social media is dialog and moreFrom monolog to dialog

openness, franknessmore positive than negative reviewswho is in charge in company?

From dialog to collaborationcrowdsourcing, crowdfunding

springwise.com kickstarter.com sellaband.com

More informationhospitalityebusiness.comhotelmarketingstrategies.comemarketingassociation.comor just google…