E- Tourism

 E-tourism is the digitisation of all the processes and

value chains in the tourism, travel, hospitality and
catering industries that enable organisations to
maximise their efficiency and effectiveness.

 It can be understood as the application of Information

and communication technology on the various sectors
of the tourism industry.
E- Tourism

 E-tourism cannot be understood as an independent

process or system as it comprises of numerous
participants and players those utilise the electronic
mode through information technology and
communication system to reach the customer directly
or indirectly.
 The e-tourism takes different forms that can be

accessed by the customers through different channels

and distribution systems.
Characteristics of E- Tourism

 Easy access on the tourism products to World Wide

Audience.
 Systematical Approach to Selling Products.
 Automatic Inventory Control
 Controlled Payment System
 Less risk of Errors
 Increase Benefits to all stakeholders
 Better liaison with all service providers i.e. Airlines

Hotels. Travel Agents and Tour Operators, car rentals,

Insurance agents, and all tourism activity
representatives.
 DRIVERS FOR E-BUSINESS IN TOURISM

 Economic necessity
 Rapid advancements in technology
◦ Reduced cost
◦ Ease of access
 Rising consumer expectations
◦ Time poor
◦ Overcame fears regarding security
 SCOPE OF E-TOURISM
 E-commerce and E-marketing
 E-finance and E-accounting
 E-HRM
 E-Procurement
 E-Strategy
 E-Planning
 E-Management
 BENEFITS OF E- TOURISM
 Helps to improve the promotion of products and
services through direct, interactive and rich information
contact with customers.
 Establishes a direct online distribution channel.
 Causes savings in administrative and communication

costs.
 Enhances customer service by enabling customers to

find detailed information online, and by answering

standard E-mail questions with intelligent agents and
human expert systems.
BENEFITS OF E- TOURISM
 It is the most cost effective way of communicating with target
markets and disseminating information.
 It is a quick and easy way for the customer to buy travel
products.
 It offers opportunities for improvements in customer service
and retention through meeting and promoting individual
preferences.
 It helps to reduce costs through increased efficiency in
internal operations and purchasing processes.
 Facilitates high quality design of products and services in the
tourism industry, through continuously refined information
about current and potential customers to anticipate and
respond to their needs.
DIGITAL MARKETING OVERVIEW
 Why are people going online?
 For information on a new product, service or location
  If they have a question
  If they are looking for help
  If they want more information on certain individuals or organizations
  Meeting attendants
  Business contacts
  General information (maybe about you…)
  New employees
  Available jobs
  Etc.
 With the constant growth of the web, and more people getting
connected every day, digital marketing has become a necessity for many
organizations. This also includes small businesses that wants to trade
online and make a name for themselves on the web.
DIGITAL MARKETING OBJECTIVES
 Most digital marketing strategies and campaigns have
following 5 objectives:
 Reaching the right audience
 To engage with your audience
 To motivate your audience to take action
 Efficient spending on your campaign
 Return on investment (ROI)
Digital marketing goal:
Digital marketing is about generating sales and/or capturing
leads from customers that are searching on the Internet for
answers.
Benefits of Digital Marketing
BENEFITS OF DIGITAL MARKETING
Economical: Digital Marketing is very economical as
compared to traditional marketing channels such as
television, print ads and billboards. There are many
free tools available on the internet which helps us to
spread the brand image of one’s company as compared
to one ad printed in a daily newspaper or one
commercial aired on television.
BENEFITS OF DIGITAL MARKETING
 Instant Feedback: A successful marketing experience
happens when instant or timely feedback is received.
This gives a lot of opportunities to the companies to
clearly understand the needs of the consumers and also
the consumers get a comprehensive picture of the
company offerings.
BENEFITS OF DIGITAL MARKETING
Real Time Analysis: How many people opened your
newsletter and how many clicked on the Call to
Actions? Who filled out the form for the promotion you
are running or what is the bounce rate for your SEO
pages? All this and much more is possible with Digital
Marketing
BENEFITS OF DIGITAL MARKETING
  Flexibility in designing the campaigns: There are
many online tools and software available that can be
used to create beautiful and attractive marketing
campaigns. Moreover, being digital you can share your
ads world-wide, without restricting to any particular
location.
BENEFITS OF DIGITAL MARKETING
Real Time Analysis: How many people opened your
newsletter and how many clicked on the Call to
Actions? Who filled out the form for the promotion you
are running or what is the bounce rate for your SEO
pages? All this and much more is possible with Digital
Marketing
Different Types of Content
 CHANNELS OF DIGITAL MARKETING

 Display Advertising.
 E-mail Marketing.
 E-mail Marketing Software.
 Interactive Advertising.
 Social Media Optimization.
 Affiliate Marketing.
 Search Engine Marketing.
 DISPLAY ADVERTISING
 Display advertising is graphical advertising on the World Wide Web that

typically contains text, logos, photographs or other images and appears

next to content on web pages in many forms, including web banners,

messenger applications, email, etc.

E-MAIL MARKETING
 E-mail marketing is a form of direct marketing which
uses electronic mail as a means of communicating
commercial messages to an audience.
 Sending e-mails with the purpose of enhancing the
relationship of a a merchant with current.
ADVANTAGES AND LIMITATIONS
ADVANTAGES
 Compared to other media investments such as direct

mail or printed newsletter, e-mail is less expensive.

 The delivery time for an e-mail message is short as

compared to a mailed advertisement.

LIMITATIONS
 Many companies use e-mail marketing to send

unsolicited bulk e-mail, also known as spam.

 It is frequently difficult for observers to distinguish

between legitimate and spam e-mail messages

 E-mail Marketing Software
 E-mail Marketing Software refers to a computer
application which provides the ability to send bulk e-
mail to target audiences.
FEATURES/ ADVANTAGE
E-mail Marketing software provides tracking functions
such as how many people have opened an email, how
many emails bounced-back, how many people visited
the hyperlinks provided in the marketing message, and
how many people actually purchased something as a
result of the email.
 INTERACTIVE ADVERTISING
 INTERACTIVE ADVERTISING It is a simple ad
banner on a website, an SMS or a mind blowing flash
based concept presentation to capture the customer’s
mind space and attention to deliver the intended
message.
 SOCIAL MEDIA OPTIMIZATION
 “SMO" was first used and described by Rohit
Bhargava. Bhargava`s original five (six?) rules for
conducting social media optimization are:
 Increase your link ability
 Make tagging and bookmarking easy
 Reward inbound links
 Help your content travel
 Encourage the mash up
 Get communities connected.
 AFFILIATE MARKETING
 Affiliate marketing is a business relationship with a
merchant or other service provider who allows you to
link to that business.
 When a visitor clicks on the link at your site and

subsequently makes a purchase from the merchant, you

receive a commission based on the amount of the sale.
 Parts of Affiliate Marketing:-
 CPI (Cost Per Impression)
 Contextual Advertisement.
 Revenue Sharing
 SEARCH ENGINE MARKETING
 The New York Times defines SEM as 'the practice of buying
paid search listings'.
 SEM is a form of internet marketing that seeks to promote

websites by increasing their visibility in search engine result

pages (SERPs) through the use of paid placement, contextual
advertising and paid inclusion.
Types:
 Search Engine Optimization

 No Cost Per Click

 Pay Per Click

 Cost Per Click

 Paid Inclusion
ADVANTAGES
 Ability to market your services for free or at a low cost.
 Ability to sell anything and collect payment online.
 Internet marketing is relatively inexpensive when compared to
the target audience.
 Nearly all aspects of an Internet Marketing campaign can be
traced, measured, and tested.
 The advertisers can use a variety of methods for advertising.
DISADVANTAGES
 The more you know, the more you feel the more you
have yet to know.
 Intense competition.
 Takes a long time to learn many skills.
 Too many scams on the internet.
 People prefer the live interaction when they buy.
Digital Marketing Processes
 Digital marketing process is a comprehensive way to
promote business online and expand its wings across the
world. However, every small to large level enterprise has
been adopting digital marketing trends nowadays and trying
to earn from it.
 There are many digital marketing companies operating in
the industry, which claim to do best branding of business
online and get maximum profit for that.
 The digital marketing process involves varied steps, which
are essential to know how online marketing campaign works
well in the promotion of business over the web.
DIGITAL MARKETING PROCESS
 Following is a 5 Step Digital Marketing Process, that
can be used for marketing anything on Digital Media.
 Step 1 : Research
 Step 2 : Create
 Step 3 : Promote
 Step 4 : Analyze
 Step 5 : Optimize
Step1: Research
At this stage, you Research about business, target
customers, product / service, competition.
  Step 2 : CREATE

At this stage, you create your digital marketing goals,

digital marketing strategy, digital marketing plan &
primary digital identities (website / blog/ app).
 Stage 3: PROMOTE

At this stage, you start promoting your primary digital

identities through various digital marketing channels
like search engines, display networks, ecommerce
portals, social media, emails, messaging & affiliate
programs.
Step 4 : ANALYZE

At this stage, you look the various analytics including

the most important analytics i.e Website / Blog / App
analytics & compare them with your goals. You also
understand where changes must be made in order to
bridge the gap between goals & actual’s.
 Step 5 : OPTIMIZE

At this stage, based on analysis & observations, you start

making changes (fine tuning). The changes could be in your
primary digital identities or digital marketing channels. Changes
are also referred to content & design of you identities &
promotional communication.
DIGITAL MARKETING PLAN
 A digital marketing plan is a document sharing the details
for all the planning for your digital marketing campaigns or
actions. It details, among other things:
 Short, medium and long term business goals.
 - The strategies to achieve the goals at the digital level.
 - The channels to use.
 - Action and development plans.
 - Investment and budget. 
 - The timing and roadmap.
 Step1: Situational Analysis
 Step 2:Establish Digital Marketing Goals
 Step 3: Define the marketing strategy
 Segmenting your target audience
 Positioning
 Content strategy
 Step 4: Digital Strategies and Tactics
 Step 5: Measuring Results and KPIs
THANKYOU