e-business in tourism: search engine marketing and advanced online business
TRANSCRIPT
E-business in practice: what to do E-mail marketing Search engine marketing Security Customer Relationship management, ERP, real time customer service Marketing automation & AI Finnish university network for tourism studies Juho Pesonen, Ph.D., UEF, Centre for Tourism Studies [email protected]
9.11.2016 Juho Pesonen 2
Attitude
Tourism online business tools and channels
All competitors are online • expenditure
Home page Basic social media (Facebook)
Digital company • Business depends on technology
Measuring and monitoring effectiveness
Benefits of digital business • Investment
Company strategy • Why do we exist? • For whom do we exist? • What we can offer that no one else can?
Mobile
Segment and market specific channels
TripAdvisor
Real-time customer service
E-commerce and conversion
Youtube Content management strategy
SEO
SEM & SMM
Digital customer experience • Customer point of
view
Mobile application
OTAs
ERP ”Crazy” tests and campaigns
Security
Marketing automation and AI
CRM
E-mail marketing
•Underused marketing method in tourism
– Really popular in marketing
•Need to use some kind of e-mail marketing application:
– Mailchimp
– GetResponse
– ActiveCampaign
– Aweber
•Measure and compare the results
•Content creation principles apply
•Title is extremely important
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Two types of marketing
•Organic
– ”Free”
•Bought
– Pay per click (PPC / CPC)
Search engine marketing (SEM) and optimization (SEO)
How does Google search work?
•Nobody knows!
– Originally it counted the links between different websites.
•Penguin, Panda & Hummingbird
– Algorithms
•http://moz.com/blog/google-algorithm-cheat-sheet-panda-penguin-hummingbird
People start the travel information search process from search engines
Why search engine marketing?
•Results are visible for a long time
•Good conversion rate
– Transactions need to be measured
What is good search engine marketing?
•People come first
•Play by the rules
• Investment, not an expenditure
•Long tail marketing
– Find the balance
On-site optimization
•Topic
•Description
•Content linking
•Content optimization
•Tags
•Picture optimization
•Loading speed
•Domain
•Updates
•Outbound links
Off-site optimization
•Number and quality of links
•Social media
User perspective:
•http://www.businessinsider.com/eye-tracking-heatmaps-2012-5?op=1
Travel industry speciality:
http://www.tnooz.com/article/heres-otas-outspending-hotel-brands-paid-search/
Security
•Use strong passwords
•Most of viruses come from user errors.
– Anti-virus software is just a back up.
– Make sure your staff knows this.
•Make sure everything is updated.
•Passwords and encryption for mobile devices.
•Backup your data.
•Secure WiFi
Customer relationship management
•CRM-software in the cloud
– https://www.salesforce.com/eu/
– https://www.pipedrive.com/
– www.liid.com
– www.odoo.com
– Microsoft Dynamics 365:
– https://www.youtube.com/watch?v=huIzvemfTtA&list=PLcakwueIHoT_Bklngd-TmZSzq2vgVtkGh&index=3
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Thank you Contact
[email protected] @eppuJ
https://fi.linkedin.com/in/juhopesonen https://uef.academia.edu/JuhoPesonen
https://www.researchgate.net/profile/Juho_Pesonen
www.uef.fi/mot www.uef.fi/tmm
www.uef.fi