2. INTRODUCTION:
The future of marketing lot depends upon the
internet, the digital marketing media. The
advantage of this technology is it allows much
greater customization of product, services, and
promotional messages than the older marketing
tools.
With the raise of social networking sites like
facebook , twitter etc internet marketing can play
a vital role on reaching the customer’s directly
and precisely
3. Changes due to digital technology
into business environment:
Consumers have more power than ever before.
Consumers have access to more information than
ever before.
Marketers can and must offer more services and
products than ever before.
The exchange between marketers and customers
is increasingly interactive and instantaneous.
Marketers can gather more information about
consumers more quickly and easily.
Impact reaches beyond the PC- based
connection to the web.
4. The importance of the web
Online is no longer a niche channel worthy of
investment for the future.
It is a significant channel now and should be
actively managed.
Worldwide online travel sales is valued at $147
billion in 2007
This means that almost 80% of travel sales will
either be made online, or strongly influenced by
online
5. Where are the opportunities?
There are three main opportunities that online
sales present:
Incremental revenues
Reduced cost of sale
Enhanced brand loyalty and client relationships
6. The marketing opportunities
Before looking at the opportunities, one
should consider the four stages of customer
interaction:
Conversion
Acquisition
Retention
Analysis
Focussing in each of these areas
will create a solid action plan
7. The marketing opportunities
Equal focus and specific activities should be
deployed to address each of these key areas:
Convert Acquire Retain
Analyse
Web design SEO CRM Web
analysis
Booking engine PPC Web design
Content Linking Customer
service
8. Site conversion is key to success
Before investing in marketing efforts, a web site
should be “fit for purpose” to convert at the
highest rate
Increasing the conversion ratio of visitors to
bookers is the single best investment
Once the site is optimised, then marketing activity
to deliver incremental consumers should start
9. Mass Customization – How It
Evolved
Middle Ages – Craft Production
Master Craftsmen and Apprentices
One off products, high labour content, expensive
18th Century – Industrial Revolution
Movement of people off land to towns and cities
Sub-division of work loss of traditional skills
10. United States – Industrial Development
started later, from mid-19th Century
Industrial workers had greater skills
More use of these skills in U.S. factories
Greater innovation – Colt weapons company
developed standardised parts to assist battlefield
repairs
Development of mass production in early 20th
Century U.S. becomes global power
11. Types of Mass Customization
The Four Faces of Mass Customization –
Joseph Pine and James Gilmore - Jan.-Feb. 1997
Harvard Business Review
1. Collaborative Customization:
Consumer and producer engage in a dialogue to determine
customer requirements
Computers, clothing and footwear, furniture, some services
2. Adaptive Customization:
Product is designed so that users can alter it themselves to
fit unique requirements on different occasions
High-end office chairs, R7 golf club, certain electronic
devices
12. 3. Cosmetic Customization:
Product is unique in appearance only
Customer’s chosen text or image on T-shirts, mouse mats,
baseball caps, mugs etc.
Also called ‘Personalization’
4. Transparent Customization:
Producer provides customized product without consumer
being necessarily being aware that it has been customized
Can be used when consumer’s needs are predictable or
can be easily deduced, and when customers do not want
their requirements repeated.
Example- repeat orders for customized
clothing, chemicals
13. CONCLUSION:
Today up to 80% of all bookings are influenced by the
web
A strategic, planned, approach to online marketing will
produce far better returns than tactical activity
Companies are promoting brands through social
networks but it’s early days yet. In the case of
Vodafone zoozoo, they have been on face book for
over a year now and already have 7.4 lakh fans, their
fan base is actually bigger than the biggest bollywood
stars, The zoozoo youtube channel boast more than
70 lakh video views.
Most companies and experts concur that in today’s
agile marketing environment, as marketers look for
interesting ways to get consumer attention, online
14. References / Sources of Information
Donal Reddington, Editor, MadeForOne.com
Business today magazine
TravelCLICK.com
Consumer behaviour book by
Leon G. Schiffman
Leslie Lazar Kanuk
