E-Book Marketing
Definitions of terms tatat are oeen mentioner in tate ooook:
Destination Management Organiaation DDMOe Is an organiaation that promotes a town, city, region, or country
in order to increase the number of visitors. It promotes the development and marketing of a restination,
focusing on conventon sales, tourism marketing, and services.
Customer Relationsatip Management DCRMe Is an approach to managing a company's interacton with current
and potental future customers that tries to analyze data about customers' history with a company and to
improve business relationsatips with customers
Return On Investments DROIe Is the beneft to an investor resultng from an investment of some resource
Searcat Engine Optimiaation DSEO) Is the process of maximizing the number of visitors to a partcular website by
ensuring that the site appears high on the list of results returned by a search engine.
Information anr Communication Tecatnologies DICTe Is an extended term for informaton technology (IT) which
stresses the role of unifed communicatons[1] and the integraton of telecommunicatons (telephone lines and
wireless signals), computers as well as necessary enterprise sofware, middleware, storage, and audio-visual
systems, which enable users to access, store, transmit, and manipulate informaton.
Small anr Merium Siaer Entreprises DSMEse Are businesses whose personnel numbers fall below certain limits.
National Tourism Organiaations DNTOse sucat as tate Uniter Nations Norlr Tourism Organiaations DUNNTOe
The united natons agency responsible for the promoton of responsible, sustainable and universally accessible
tourism.
User Generater Content DEGCe Is any form of content such as blogs, wikis, discussion forums, posts, chats,
tweets, etc. etc. forms of media that was created by users of an online system or service.
Neoo 2.0: the second stage of development of the Internet, characterized especially by the change from statc
web pages to dynamic or user-generated content and the growth of social media
Travel 2.0 the business revoluton in the tourism and leisure industry of Web 2.0
CH 1. E-Marketing or Tourism Destinations – Tate Big Picture
Online information is now tate primary infuence on consumer recisions in all markets. Tate ways atow, watere anr to
wato to provire tatis online information, is caller e-marketing. Tate important roles of e-marketing will ooe rescriooer in
tatis catapter.
Introruction
Destination Management Organiaation DDMOe The coordinated management of all the elements that make
up a restination (atractons, access, marketng, human resources, image and pricing). It takes a strategic
approach to link-up very separate enttes for the beter management of the destnaton.
Purpose of E-Marketing Exploit (opereren) the internet and other forms of communicaton to communicate
with target markets in most efectve ways, to enable joint working with partner organizatons with which there
is common interest
Catallenge of DMO Develop infrastructure, skills sets and content to exploit new opportunites through online
and ofine channels and reach compettve advantage.
,Benefits of E-Marketing
1. Reach a wirer aurience
2. Massive amounts of information can be delivered in a user-friendly way
3. Helps with ooranr-oouilring through the rapid spread of connectons, allowing users to experience imagery and
animaton, and through communicaton and interacton with target groups.
4. Two way interaction ooetween tate DMO, suppliers anr Dpotentiale customers. These interactons can be applied
in all stages of the customer journey
5. Joining promotional activity with online purchasing
6. Cost-efectiveness in transporting information and products on sale directly, cheaply and at short notce to
prime prospects (through the web, e-mail and mobiles)
7. Opportunity to work in atarmony witat ofine marketing activities so that trafc can be driven in both directons
(from web to brochures or visa versa)
8. Opportunity to oouilr integrater partnersatips with other companies in or out the industry:
Customer Journey A cycle of thoughts, decisions and actons by the visitor before, during and afer the visit.
Customer Journey Nateel:
Overview of E-Marketing Tecatniques
There are a lot of E-Marketng Techniques to reach a wider audience by using DMO.
Customer Journey Communications life cycle E-Marketing activity aimer at tate customer
Dtate DMO response to tate
customer neere
Dream and select Creatng awareness meetng Brand projecton and motvatonal content (video and
demands interactve TV)
Trigger emotonal interest E-mail/viral promotons
Enthusing with specifc ideas Providing info through intermediaries (F.E. Expedia,
World Travel Guide)
Search Engine Optmizaton DSEOe Promotons
about the unique selling points
CRM (Customer Relatonship Management) with
media and travel trade To generate stories and
images
Plan Providing ‘hard’ informaton Info such as facts about the transport,
accommodaton, events etc.
Enabling social networking for exchange of content
Special ofers by e-mail
Book Enabling booking Product search facility on web
Provide ability to book on other websites
Visit Visitor services in the destnaton Interactve itnerary (reisroute) for visitors
Use of new media to tell stories (F.E. recreaton)
Short message service via e-mail or phone
Info and tools at info desks/outlets
Distributon to park facilites or environmental
facilites via TV and kiosks
Post-visit recollecton Maintaining the relatonship Online research regarding customer’s visit satsfacton
and recommendaton through research and follow-up and repeat visits
acton Enable visitor community (C2C – Consumer to
consumer) with user generated content such as blogs
or reviews
, E-mail marketng
Norking in partnersatips
Benefts of outsourcing E-Marketng by strategic partners:
1. Possibility to spread several costs and risks
2. Acquires expertse that your company may not posses
3. Can reach the maximum potental customers
4. Possibility to merge each other’s content and functonality to achieve beter experiences for customers also
called ‘masating’. Mostly used with Google’s mapping (Chapter 3)
Relevant market trenrs
State-of-tate-art – 10 Keys to successful E-marketing
Every successful DMO marketng plan needs to consist out of the following actons:
1. Know your target group anr target market segments - Reacat as many potential customers as possioole ooy:
Use of traditonal media to drive customers to the destnaton website
Search engine optmizaton
Links to the sites of partner organizatons
Distributon partnerships (online intermediaries)
Make the website easy for users to understand
2. Maximiae tate lifetime value of customers, ooy using CRM
Keeping enquires interested with personal informaton
Atractng visitors back
Encouraging and facilitatng recommendatons to others
Co-opetton Working with compettors
3. Join tate social network revolution Dfacilitating user-generater contente
4. Maintain atigat quality content ooy serving a specific person tate rigatt info at tate rigatt time. Ensure tatat your marketing
anr ICT repartments work togetater.
5. Create a compelling weoosite experience ooy:
Creatng a balance between motvatonal and practcal info
Look and feel of de website
Usability friendly
Identty and trust
6. Deliver sales Drirectly or inrirectlye
7. Ofer customiaer packaging Also caller Dynamic Packaging
8. Engage tourism oousinesses to get tateir inventory online
9. Evaluate anr ooencatmark performances, remonstrating return on investment DROIe
Metators inclure: weoo analytics, rata researcat, online surveys, expert aurit anr evaluation, laoooratory testing anr
online experiments.
10. Ensure efective electronic ristriooution of information to visitors ‘en route’ anr in tate restination
Definitions of terms tatat are oeen mentioner in tate ooook:
Destination Management Organiaation DDMOe Is an organiaation that promotes a town, city, region, or country
in order to increase the number of visitors. It promotes the development and marketing of a restination,
focusing on conventon sales, tourism marketing, and services.
Customer Relationsatip Management DCRMe Is an approach to managing a company's interacton with current
and potental future customers that tries to analyze data about customers' history with a company and to
improve business relationsatips with customers
Return On Investments DROIe Is the beneft to an investor resultng from an investment of some resource
Searcat Engine Optimiaation DSEO) Is the process of maximizing the number of visitors to a partcular website by
ensuring that the site appears high on the list of results returned by a search engine.
Information anr Communication Tecatnologies DICTe Is an extended term for informaton technology (IT) which
stresses the role of unifed communicatons[1] and the integraton of telecommunicatons (telephone lines and
wireless signals), computers as well as necessary enterprise sofware, middleware, storage, and audio-visual
systems, which enable users to access, store, transmit, and manipulate informaton.
Small anr Merium Siaer Entreprises DSMEse Are businesses whose personnel numbers fall below certain limits.
National Tourism Organiaations DNTOse sucat as tate Uniter Nations Norlr Tourism Organiaations DUNNTOe
The united natons agency responsible for the promoton of responsible, sustainable and universally accessible
tourism.
User Generater Content DEGCe Is any form of content such as blogs, wikis, discussion forums, posts, chats,
tweets, etc. etc. forms of media that was created by users of an online system or service.
Neoo 2.0: the second stage of development of the Internet, characterized especially by the change from statc
web pages to dynamic or user-generated content and the growth of social media
Travel 2.0 the business revoluton in the tourism and leisure industry of Web 2.0
CH 1. E-Marketing or Tourism Destinations – Tate Big Picture
Online information is now tate primary infuence on consumer recisions in all markets. Tate ways atow, watere anr to
wato to provire tatis online information, is caller e-marketing. Tate important roles of e-marketing will ooe rescriooer in
tatis catapter.
Introruction
Destination Management Organiaation DDMOe The coordinated management of all the elements that make
up a restination (atractons, access, marketng, human resources, image and pricing). It takes a strategic
approach to link-up very separate enttes for the beter management of the destnaton.
Purpose of E-Marketing Exploit (opereren) the internet and other forms of communicaton to communicate
with target markets in most efectve ways, to enable joint working with partner organizatons with which there
is common interest
Catallenge of DMO Develop infrastructure, skills sets and content to exploit new opportunites through online
and ofine channels and reach compettve advantage.
,Benefits of E-Marketing
1. Reach a wirer aurience
2. Massive amounts of information can be delivered in a user-friendly way
3. Helps with ooranr-oouilring through the rapid spread of connectons, allowing users to experience imagery and
animaton, and through communicaton and interacton with target groups.
4. Two way interaction ooetween tate DMO, suppliers anr Dpotentiale customers. These interactons can be applied
in all stages of the customer journey
5. Joining promotional activity with online purchasing
6. Cost-efectiveness in transporting information and products on sale directly, cheaply and at short notce to
prime prospects (through the web, e-mail and mobiles)
7. Opportunity to work in atarmony witat ofine marketing activities so that trafc can be driven in both directons
(from web to brochures or visa versa)
8. Opportunity to oouilr integrater partnersatips with other companies in or out the industry:
Customer Journey A cycle of thoughts, decisions and actons by the visitor before, during and afer the visit.
Customer Journey Nateel:
Overview of E-Marketing Tecatniques
There are a lot of E-Marketng Techniques to reach a wider audience by using DMO.
Customer Journey Communications life cycle E-Marketing activity aimer at tate customer
Dtate DMO response to tate
customer neere
Dream and select Creatng awareness meetng Brand projecton and motvatonal content (video and
demands interactve TV)
Trigger emotonal interest E-mail/viral promotons
Enthusing with specifc ideas Providing info through intermediaries (F.E. Expedia,
World Travel Guide)
Search Engine Optmizaton DSEOe Promotons
about the unique selling points
CRM (Customer Relatonship Management) with
media and travel trade To generate stories and
images
Plan Providing ‘hard’ informaton Info such as facts about the transport,
accommodaton, events etc.
Enabling social networking for exchange of content
Special ofers by e-mail
Book Enabling booking Product search facility on web
Provide ability to book on other websites
Visit Visitor services in the destnaton Interactve itnerary (reisroute) for visitors
Use of new media to tell stories (F.E. recreaton)
Short message service via e-mail or phone
Info and tools at info desks/outlets
Distributon to park facilites or environmental
facilites via TV and kiosks
Post-visit recollecton Maintaining the relatonship Online research regarding customer’s visit satsfacton
and recommendaton through research and follow-up and repeat visits
acton Enable visitor community (C2C – Consumer to
consumer) with user generated content such as blogs
or reviews
, E-mail marketng
Norking in partnersatips
Benefts of outsourcing E-Marketng by strategic partners:
1. Possibility to spread several costs and risks
2. Acquires expertse that your company may not posses
3. Can reach the maximum potental customers
4. Possibility to merge each other’s content and functonality to achieve beter experiences for customers also
called ‘masating’. Mostly used with Google’s mapping (Chapter 3)
Relevant market trenrs
State-of-tate-art – 10 Keys to successful E-marketing
Every successful DMO marketng plan needs to consist out of the following actons:
1. Know your target group anr target market segments - Reacat as many potential customers as possioole ooy:
Use of traditonal media to drive customers to the destnaton website
Search engine optmizaton
Links to the sites of partner organizatons
Distributon partnerships (online intermediaries)
Make the website easy for users to understand
2. Maximiae tate lifetime value of customers, ooy using CRM
Keeping enquires interested with personal informaton
Atractng visitors back
Encouraging and facilitatng recommendatons to others
Co-opetton Working with compettors
3. Join tate social network revolution Dfacilitating user-generater contente
4. Maintain atigat quality content ooy serving a specific person tate rigatt info at tate rigatt time. Ensure tatat your marketing
anr ICT repartments work togetater.
5. Create a compelling weoosite experience ooy:
Creatng a balance between motvatonal and practcal info
Look and feel of de website
Usability friendly
Identty and trust
6. Deliver sales Drirectly or inrirectlye
7. Ofer customiaer packaging Also caller Dynamic Packaging
8. Engage tourism oousinesses to get tateir inventory online
9. Evaluate anr ooencatmark performances, remonstrating return on investment DROIe
Metators inclure: weoo analytics, rata researcat, online surveys, expert aurit anr evaluation, laoooratory testing anr
online experiments.
10. Ensure efective electronic ristriooution of information to visitors ‘en route’ anr in tate restination
