MKT511 CHAPTER 4-Digital Marketing and Leisure

Marketing for Hospitality and Tourism
Seventh Edition, Global Edition
CHAPTER 16
Direct, Online,
Social Media, and
Mobile Marketing
Marketing for Hospitality

ICD-10-CM/PCS Coding: A and
MapTourism,
to Success
7e, GE, Copyright © 2017 Pearson Education, Ltd.
LorraineBowen,
Kotler, M. Papazian-Boyce
Makens, Baloglu All Rights Reserved
Learning Objectives
1. Define direct marketing and discuss its

benefits to customers and companies.
2. Identify and discuss the major forms
of direct marketing.
3. Explain how companies have
responded to the Internet and other
powerful new technologies with online
marketing strategies.

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Learning Objectives (cont.)
4. Discuss how companies go about

conducting online marketing to
profitably deliver more value to
customers.
5. Understand how databases can be
used to develop direct-marketing
campaigns.

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Direct and Digital Marketing
• Direct and Digital Marketing consists

of connecting directly with carefully
targeted individual consumers to both
obtain an immediate response and
cultivate lasting customer relationships.

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Direct and Digital Marketing
(cont.)
• The New Direct Marketing Model
– Spurred by the surge in Internet usage
and buying and by rapid advances in
digital technologies, direct marketing
has undergone a dramatic
transformation
 For many companies, direct and digital
marketing constitute a complete
model for doing business.

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Online Marketing
Web Sites and Branded Web Communities
Online Advertising
E-Mail Marketing
Online Videos
Blogs and Other Online Forums

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Social Media Marketing
Using Social Media https://
www.youtube.com/watch?v=yibloNMP49k
Social Media Marketing Advantages and Challenges
Managing User Generated Social Media Content
Listening to Customers on Social Media
International Social Media
Integrated Social Media Marketing

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Customer Databases
Business Custom Business

to Database
er to
Consumer s Business

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Types of Customers
Low Frequency High Frequency
High Try to get these customers to These are your best

Profitability come more often customers, reward them
These customers follow

Some of these guests have the
Low promotions – make sure
potential to become more
Profitability your promotions make
profitable
money

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Traditional Forms of Direct
Marketing
Direct-Mail Telephone
Marketing Marketing
Kiosk Interactive
Marketing TV

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Key Terms
• Business-to-business (B2B) online

marketing
– Using B2B trading networks, auction
sites, spot exchanges, online product
catalogs, barter sites, and other online
resources to reach new customers,
serve current customers more
effectively, and obtain buying
effectiveness and better prices

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Key Terms (cont.)
• Business-to-consumer (B2C) online

marketing
– The online selling of goods and
services to final consumers
• Buzz marketing generates
excitement, creates publicity, and
communicates brand-relevant
information through unexpected or
outrageous means.

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Key Terms (cont.)
• Consumer-to-business (C2B) online

marketing
– Online and exchanges in which
consumers search out sellers, learn
about their offers, and initiate
purchases, sometimes even driving
transaction terms

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Key Terms (cont.)
• Consumer-to-consumer (C2C)
online marketing
– Online exchanges of goods and
information between final consumers
• Corporate (or brand) Web site
– Web sites that seek to build customer
goodwill and to supplement other sales
channels rather than to sell the
company's product directly

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Key Terms (cont.)
• Customer database
– An organized collection of
comprehensive data about individual
customers or prospects, including
geographic, demographic,
psychographic, and behavioral data
• Data warehouse
– A central repository of an organization's
customer information

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Key Terms (cont.)
• Direct-mail marketing
– Direct marketing through single
mailings that include letters, ads,
samples, foldouts, and other
"salespeople with wings" sent to
prospects on mailing lists

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Key Terms (cont.)
• Direct marketing
– Direct communications with carefully
targeted individual consumers to obtain
an immediate response and cultivate
lasting customer relationships

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Key Terms (cont.)
• E-commerce
– The general term for a buying and
selling process that is supported by
electronic means, primarily the Intranet
• Integrated direct marketing (IDM)
– Direct-marketing campaigns that use
many vehicles and multiple stages
to improve response rates and
profits

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Key Terms (cont.)
• Marketing Web site

– Web sites designed to engage
consumers in an interaction that will
move them closer to a purchase or
other marketing outcome

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Key Terms (cont.)
• Mobile marketing
– Marketing promotions, messages and
other content delivered to on-the-go
consumers through mobile phones,
smartphones, tablets and other mobile
devises

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Key Terms (cont.)
• Online advertising
– Advertising that appears while
consumers are surfing the Web,
including display ads, search-related
ads, online classifieds, and other forms
• Online marketing
– Company efforts to market products
and services and build customer
relationships over the Internet

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Key Terms (cont.)
• Spam
– Unsolicited, unwanted commercial e-
mail messages
• Search-related advertising (or
contextual advertising)
– Text-based ads and links that appear
alongside search engine results on sites
such as Google and Yahoo!

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Key Terms (cont.)
• Social media
– Independent and commercial online
communities where the people
congregate, socialize, and ex-change
views and information
• Telephone marketing
– Using the telephone to sell directly to
customers

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Key Terms (cont.)
• Viral marketing
– The Internet version of word-of-
mouth marketing—Web sites, videos,
e-mail messages, or other marketing
events that are so infectious that
customers will want to pass them
along to friends

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to Success
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Marketing for Hospitality and Tourism

Seventh Edition, Global Edition

Marketing for Hospitality

1. Define direct marketing and discuss its

Marketing for Hospitality

4. Discuss how companies go about

Marketing for Hospitality

• Direct and Digital Marketing consists

Marketing for Hospitality

Marketing for Hospitality

Web Sites and Branded Web Communities

Blogs and Other Online Forums

Marketing for Hospitality

Social Media Marketing Advantages and Challenges

Managing User Generated Social Media Content

Listening to Customers on Social Media

International Social Media

Integrated Social Media Marketing

Business Custom Business

Marketing for Hospitality

Low Frequency High Frequency

High Try to get these customers to These are your best

These customers follow

Marketing for Hospitality

Marketing for Hospitality

• Business-to-business (B2B) online

Marketing for Hospitality

• Business-to-consumer (B2C) online

Marketing for Hospitality

• Consumer-to-business (C2B) online

Marketing for Hospitality

Marketing for Hospitality

Marketing for Hospitality

Marketing for Hospitality

Marketing for Hospitality

Marketing for Hospitality

• Marketing Web site

Marketing for Hospitality

Marketing for Hospitality

Marketing for Hospitality

Marketing for Hospitality

Marketing for Hospitality

Marketing for Hospitality

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