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e-Marketing

e-Marketing. what is it?. Old Economy, based on production industries: Standardization; Replication; Big scale; Efficiency; Hierarchy. New Economy, based on information industries: Differentiation; Customization; Personalization; Transparency; Technology; Speed.

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e-Marketing

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  1. e-Marketing what is it?

  2. Old Economy, based on production industries: Standardization; Replication; Big scale; Efficiency; Hierarchy. New Economy, based on information industries: Differentiation; Customization; Personalization; Transparency; Technology; Speed. Old versus New Economy

  3. Homogenous offer Homogenous demand Diversified offer Segmented demand Individualized offer Individual demand ? ? ? ? ? ? ? ? ? ? ? Market’s Evolution ?

  4. 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.

  5. 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.

  6. 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!

  7. New e-Marketing Tools e-marketing Web t-marketing iTV m-marketing Mobile

  8. 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.

  9. Something 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).

  10. “We all live under the same sky - But we don’t have the same horizon” Konrad Adenauer

  11. Thank you very much!Děkuji! Pedro Cravo pedro.cravo@estig.ipbeja.pt www.estig.ipbeja.pt/~pmmsc

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