Download e-Marketing

e-Marketing
what is it?
Old versus New Economy
• Old Economy, based
on production
industries:
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Standardization;
Replication;
Big scale;
Efficiency;
Hierarchy.
• New Economy, based
on information
industries:
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Differentiation;
Customization;
Personalization;
Transparency;
Technology;
Speed.
Market’s Evolution
Homogenous
offer
Diversified
offer
Individualized
offer
Homogenous
demand
Segmented
demand
Individual
demand
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Changes in Marketing
• New technologies, particularly the Internet,
lead to big changes in Marketing.
• Companies face a new paradigm: not to
focus on the product but on clients “fidelity”.
• e-Marketing isn’t more than the application
of Marketing to digital businesses and the
use of the new media made available by the
development of new technologies.
One-to-one Marketing
• Success or failure of many companies depends
on how they keep up with technological
evolution.
• Due to the attitude change in clients, and
following the idea of customization, any
marketing strategy should take this in to
consideration.
• In tourism, each client is different, each product
is different, each experience is different, so the
marketing strategy should be different in each
case.
Not to Forget
• A satisfied, “faithful” client is potentially someone
that will recommend the product/service.
• A dissatisfied client won’t come back and will spread
a negative opinion about the product/service he/she
bought.
• Company management should focus its attention on
managing the relationship with clients. One-to-one
marketing should be use to manage this individual,
personalized relationship with clients.
• But this is not easy!
New e-Marketing Tools
e-marketing
t-marketing
Web
iTV
m-marketing
Mobile
Why New Strategies?
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Transference of power from sellers to buyers;
Faster information;
Time compression;
End of physical distances;
Global demand;
Consumer knowledge management;
New type of intermediary – metamediary
(portals);
• Valorisation of intellectual capital.
Something to Think About
• Consumer behaviour depends on:
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brochures / images / information;
expectations;
the possibility to be surprised;
merchandising;
differentiation;
new products.
• In tourism, a satisfied customer rarely returns to a
local he already visited (depending on its
psychological profile and the distance).
“We all live under the same sky
- But we don’t have the same horizon”
Konrad Adenauer
Thank you very much!
Děkuji!
Pedro Cravo
[email protected]
www.estig.ipbeja.pt/~pmmsc