E-Marketing what is it?. Old versus New Economy Old Economy, based on production industries: –Standardization; –Replication; –Big scale; –Efficiency;

e-Marketinge-Marketingwhat is it?what is it?

Old Old versusversus New Economy New Economy

• Old Economy, based on production industries:– Standardization;– Replication;– Big scale;– Efficiency;– Hierarchy.

• New Economy, based on information industries:– Differentiation;– Customization;– Personalization;– Transparency;– Technology;– Speed.

Market’s EvolutionMarket’s EvolutionHomogenous

offer

Homogenous demand

Diversified offer

Segmented demand

Individualized offer

Individual demand

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Changes in MarketingChanges in Marketing

• New technologies, particularly the Internet, lead to big changes in Marketing.

• Companies face a new paradigm: not to focus on the product but on clients “fidelity”.

• e-Marketinge-Marketing isn’t more than the application of Marketing to digital businesses and the use of the new media made available by the development of new technologies.

One-to-one MarketingOne-to-one Marketing

• Success or failure of many companies depends on how they keep up with technological evolution.

• Due to the attitude change in clients, and following the idea of customization, any marketing strategy should take this in to consideration.

• In tourism, each client is different, each product is different, each experience is different, so the marketing strategy should be different in each case.

Not to ForgetNot to Forget

• A satisfied, “faithful” client is potentially someone that will recommend the product/service.

• A dissatisfied client won’t come back and will spread a negative opinion about the product/service he/she bought.

• Company management should focus its attention on managing the relationship with clients. One-to-one marketing should be use to manage this individual, personalized relationship with clients.

• But this is not easy!

New e-Marketing ToolsNew e-Marketing Tools

e-marketinge-marketingWebWeb t-marketingt-marketing

iTViTV

m-marketingm-marketingMobileMobile

Why New Strategies?Why New Strategies?

• Transference of power from sellers to buyers;• Faster information;• Time compression;• End of physical distances;• Global demand;• Consumer knowledge management;• New type of intermediary – metamediary

(portals);• Valorisation of intellectual capital.

Something to Think AboutSomething to Think About

• Consumer behaviour depends on:– brochures / images / information;– expectations;– the possibility to be surprised;– merchandising;– differentiation;– new products.

• In tourism, a satisfied customer rarely returns to a local he already visited (depending on its psychological profile and the distance).

“We all live under the same sky

- But we don’t have the same horizon”

Konrad Adenauer

Thank you very much!Thank you very much!Děkuji!Děkuji!

Pedro CravoPedro [email protected]@estig.ipbeja.ptwww.estig.ipbeja.pt/~pmmscwww.estig.ipbeja.pt/~pmmsc