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Table Of Contents

1.1 Begin the journey!
1.2 These icons will guide you
1.3 How to Use this Manual
2.1 A Marketing Framework
2.2 Customer Relationship Management
2.2.1 CRM Defined
2.3 How Travellers Use the Internet
2.3.1 By Origin Market
2.3.2 By Type of Experience
3.1 A Great Landing Page
3.2 Meeting Travellers’ Needs
3.3 Visually Appealing
3.4 Easy to Navigate
3.5 Great Web Copy
3.6 Generates Repeat Web Visits
3.7 Builds Credibility
3.8 Calls-to-Action
3.9 Strategic Use of Keywords
3.9.1 Defining Your Keyword Universe
4.1 Search Engine Optimization
4.1.1 Search Engine Submission
4.2 Keyword Advertising
4.2.1 Types of Keyword Advertising
4.2.2 Writing Ads to Maximize Keywords
4.2.3 Ensuring Your Listing Stays Put
4.2.4 Keyword Advertising Reports
4.3 E-Mail Marketing
4.3.1 Getting your mail read
4.3.2 SPAM Labelling — Be sure it's not you!
4.3.3 When to Send E-mail
4.3.4 Choosing the Best Tool to Send E-mail
4.3.5 Bounce Management
4.4 Brand Association
4.4.1 Making the Most of Regional Brands
4.5 Narrowcasting and Microsites
4.6 Newsletters
4.6.1 Plain Text or HTML Formatting?
4.7 E-Zines
4.8 Web Logs (Blogging)
5.1 Privacy Issues
5.2 Responding to E-mail Inquiries
5.3 Getting Information From Guests
5.4 Data Management
5.4.1 On-line Data Management
5.5 On-line Payment
5.6 Internal Communications
5.6.1 Instant Messenger
5.6.2 IP Telephony
5.6.3 Collaborative Meeting Rooms:
5.7 Measuring Success
5.7.1 Collect Incoming Data
5.7.2 Basic Web Analytics
5.7.3 Deep Web Traffic Analytics
5.7.4 E-mail / Newsletter Statistics
6.1 Fundamentals for Implementation
6.2 Outsource or Manage Your Own?
6.2.1 Hiring the Right Firm
6.3 How Does Internet Fit Your Business?
7.1 Glossary and Definitions
7.2 Sources of Information and Tools
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Crm Manual Final May 12 05

Crm Manual Final May 12 05

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Published by Oana Oros

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Published by: Oana Oros on May 21, 2011
Copyright:Attribution Non-commercial


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