E-business in practice: what to do E-mail marketing Search engine marketing Security Customer Relationship management, ERP, real time customer service Marketing automation & AI Finnish university network for tourism studies Juho Pesonen, Ph.D., UEF, Centre for Tourism Studies [email protected]
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E-business in tourism: Search engine marketing and advanced online business
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E-business in practice: what to do E-mail marketing Search engine marketing Security Customer Relationship management, ERP, real time customer service Marketing automation & AI Finnish university network for tourism studies Juho Pesonen, Ph.D., UEF, Centre for Tourism Studies [email protected]
9.11.2016 Juho Pesonen 2
Attitude
Tourism online business tools and channels
All competitors are online • expenditure
Home page Basic social media (Facebook)
Digital company • Business depends on technology
Measuring and monitoring effectiveness
Benefits of digital business • Investment
Company strategy • Why do we exist? • For whom do we exist? • What we can offer that no one else can?
Mobile
Segment and market specific channels
TripAdvisor
Real-time customer service
E-commerce and conversion
Youtube Content management strategy
SEO
SEM & SMM
Digital customer experience • Customer point of
view
Mobile application
OTAs
ERP ”Crazy” tests and campaigns
Security
Instagram
Marketing automation and AI
CRM
E-mail
E-mail marketing
•Underused marketing method in tourism
– Really popular in marketing
•Need to use some kind of e-mail marketing application:
– Mailchimp
– GetResponse
– ActiveCampaign
– Aweber
•Measure and compare the results
•Content creation principles apply
•Title is extremely important
9.11.2016 Juho Pesonen 3
Two types of marketing
•Organic
– ”Free”
•Bought
– Pay per click (PPC / CPC)
Search engine marketing (SEM) and optimization (SEO)
How does Google search work?
•Nobody knows!
– Originally it counted the links between different websites.