99237273
James Tilley
Internet Marketing – Thomas Cook
What is Internet Marketing?
Internet marketing is the promotion of a business and/or brand and its products and/or
services conducted solely using the internet. The methods of internet marketing are
extremely broad and can encompass methods including banner advertising, targeted
emailing lists, as well as pay per click advertising, such as those ofered by Google or
Yahoo.
How internet marketing is used to help Thomas Cook achieve
their business objectives and develop relationship marketing
with their customers.
Similarly to traditional marketing techniques, Thomas Cook will use internet
marketing to help to achieve their business objectives, however these objectives
will need to be diferent to their business objectives due to the success needing
to be identifable as well as following the traditional SARTT layout to ensure they
are clear to understand, as well as a timeframe for the completion of the
objective being visible. Rn example of an internet objective Thomas Cook may
use would be: We wish to increase internet sales for 18-30’s by 10% before the
end of the next fnancial year. This target may be chosen as one of the overall
business objectives for Thomas Cook may be to increase the sales of 18-30 year
olds, therefore, internet marketing will be used to help achieve business
objectives, both those set for the internet, as well as overall for the company.
To meet this target, the internet marketing team will use more advertising space
and more time to push sales towards 18-30 year olds. This can be done through
mail shots, simply emailing those who are of the demographic. They may also
decide to advertise through social media, employing celebrities of the
demographic to post about the ofers available. If these methods are inefective,
the marketing team may decide to use pricing strategies to make the price
appear to be cheaper, for example, using .99 pricing rather than .00, or subtly
increasing the price of the holidays, then ofering cashback or money of the
good or service to the value of the price increase to make it appear they are
attempting to ofer the customer a competitive deal.
Telationship marketing is an aspect of Customer Telationship Aarketing (CTA)
which focuses on customer loyalty and long term customer engagement, rather
than shorter goals, such as individual sales and customer acquisition. The goal is
1
James Tilley
Internet Marketing – Thomas Cook
What is Internet Marketing?
Internet marketing is the promotion of a business and/or brand and its products and/or
services conducted solely using the internet. The methods of internet marketing are
extremely broad and can encompass methods including banner advertising, targeted
emailing lists, as well as pay per click advertising, such as those ofered by Google or
Yahoo.
How internet marketing is used to help Thomas Cook achieve
their business objectives and develop relationship marketing
with their customers.
Similarly to traditional marketing techniques, Thomas Cook will use internet
marketing to help to achieve their business objectives, however these objectives
will need to be diferent to their business objectives due to the success needing
to be identifable as well as following the traditional SARTT layout to ensure they
are clear to understand, as well as a timeframe for the completion of the
objective being visible. Rn example of an internet objective Thomas Cook may
use would be: We wish to increase internet sales for 18-30’s by 10% before the
end of the next fnancial year. This target may be chosen as one of the overall
business objectives for Thomas Cook may be to increase the sales of 18-30 year
olds, therefore, internet marketing will be used to help achieve business
objectives, both those set for the internet, as well as overall for the company.
To meet this target, the internet marketing team will use more advertising space
and more time to push sales towards 18-30 year olds. This can be done through
mail shots, simply emailing those who are of the demographic. They may also
decide to advertise through social media, employing celebrities of the
demographic to post about the ofers available. If these methods are inefective,
the marketing team may decide to use pricing strategies to make the price
appear to be cheaper, for example, using .99 pricing rather than .00, or subtly
increasing the price of the holidays, then ofering cashback or money of the
good or service to the value of the price increase to make it appear they are
attempting to ofer the customer a competitive deal.
Telationship marketing is an aspect of Customer Telationship Aarketing (CTA)
which focuses on customer loyalty and long term customer engagement, rather
than shorter goals, such as individual sales and customer acquisition. The goal is
1
