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e-Marketinge-Marketingwhat is it?what is it?
Old Old versusversus New Economy New Economy
• Old Economy, based on production industries:– Standardization;– Replication;– Big scale;– Efficiency;– Hierarchy.
• New Economy, based on information industries:– Differentiation;– Customization;– Personalization;– Transparency;– Technology;– Speed.
Market’s EvolutionMarket’s EvolutionHomogenous
offer
Homogenous demand
Diversified offer
Segmented demand
Individualized offer
Individual demand
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Changes in MarketingChanges 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-Marketinge-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 MarketingOne-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 ForgetNot 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 ToolsNew e-Marketing Tools
e-marketinge-marketingWebWeb t-marketingt-marketing
iTViTV
m-marketingm-marketingMobileMobile
Why New Strategies?Why New Strategies?
• 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 AboutSomething to Think About
• Consumer behaviour depends on:– 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!Thank you very much!Děkuji!Děkuji!
Pedro CravoPedro [email protected]@estig.ipbeja.ptwww.estig.ipbeja.pt/~pmmscwww.estig.ipbeja.pt/~pmmsc