marketing for hospitality and tourism...benefits to customers and companies. 2.identify and discuss...

HMGT 2405 Ch 16 Internet Marketing

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Marketing for Hospitality and Tourism

CHAPTER

Seventh Edition

ICD-10-CM/PCS Coding: A Map to SuccessLorraine M. Papazian-BoyceMarketing for Hospitality and Tourism, 7eKotler, Bowen, Makens, Baloglu

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Direct, Online, Social Media, and Mobile Marketing

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Learning Objectives

1. Define direct marketing and discuss its benefits to customers and companies.

2. Identify and discuss the major forms of direct marketing.

3. Explain how companies have responded to the Internet and other powerful new technologies with online marketing strategies.

4. Discuss how companies go about conducting online marketing to profitably deliver more value to customers.


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Direct & Digital Marketing

Direct & Digital Marketing consists of connecting directly with carefully targeted individual consumers to both obtain an immediate response

and cultivate lasting customer relationships.



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Benefits of Direct Marketing

• To buyers–Convenient &

easy to use–Private–Products search

& comparison– Interactive &

immediate

• To sellers–Customer

relationships –Personalization – Low-cost,

efficient, speedy


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Social Network

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Online Marketing

Web Sites and Branded Web Communities

Online Advertising

E-Mail Marketing

Online Videos

Blogs and Other Online Forums


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Social Media Marketing

Using Social Media

Social Media Marketing Advantages and Challenges

Managing User Generated Social Media Content

Listening to Customers on Social Media

International Social Media

Integrated Social Media Marketing



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Mobile Marketing

• Smartphones for all• Mobile sites & apps • Mobile banner ads• Location-based marketing • SMS & MMS marketing • QR codes


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Customer Databases

Business to Consumer

Business to Business

Customer Databases



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Types of Customers

Low Frequency High Frequency

High Profitability

Try to get these customers to come

more often

These are your best customers, reward

them

Low Profitability

These customers follow promotions –

make sure your promotions make

money

Some of these guests have the potential to

become more profitable


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Traditional Forms of Direct Marketing

Direct-Mail Marketing

Telephone Marketing

Kiosk Marketing

Interactive TV



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Structures of eBusiness Models

• Revenue Model–Sales–Transaction fees–Subscription fees–Advertising fees–Affiliate fees

• Value Proposition–Search &

transaction efficiency

–Complementarities–Lock-in

(reciprocity)–Novelty

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marketing for hospitality and tourism...benefits to customers and companies. 2.identify and discuss...

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