Internet Marketing in Hospitality and Tourism By Zongqing Zhou, PhD Associate Professor Niagara University Chapter 2 Principles of Internet Marketing

Internet Marketing Defined –The process of matching the products and services to the needs and wants of the consumers through communications online –Sometimes referred to as emarketing (electronic marketing) –In the context of my book, it is exclusively referred to the use of the Internet for marketing communications.

Chapter 2 Principles of Internet Marketing Principle one: Integration –The value of the knowledge of the traditional marketing –The applicability of 8Ps in Internet Marketing –The concept of marketing mix –Internet marketing has become an integral part of business operation

Chapter 2 Principles of Internet Marketing Principle two: Market Segmentation –Internet marketing is about market segmentation –Market segmentation in the Internet is about virtual community marketing –Internet is the ideal communication channel for marketing segmentation

Chapter 2 Principles of Internet Marketing Principle three: Customization –Internet makes it much easier to customize marketing communication –There is a great need for customization in the age of the Internet –Customization is based on the understanding of the customers.

Chapter 2 Principles of Internet Marketing Principle four: Timeless –The 24/7 phenomenon –The 24/7 open door customer service –The timing of delivery of marketing communication messages

Chapter 2 Principles of Internet Marketing Principle five: The Global Village –A virtual community without physical boundary –Cultural sensitivity –Language sensitivity –Payment methods

Chapter 2 Principles of Internet Marketing Principle six: The Power of the Consumers –Information overload –Choices exploded –Price transparency –The click is the power

Chapter 2 Principles of Internet Marketing Principle seven: the customer is your salesperson –The ‘web’ of communication in the Internet makes it possible that a happy customer becomes involuntarily your sale persons in a much faster, spontaneous manner than ever before.

Chapter 2 Principles of Internet Marketing Principle eight: Earning the consumer’s trust –The ‘web’ has leveled the playing field for everyone; physical size doesn’t matter anymore –New brand names and businesses multiply; name recognition and trust become critical in marketing communication

Chapter 2 Principles of Internet Marketing Principle Nine: Internet Marketing Research is key –The anonymous nature of the Internet Users –The capability of the Internet for tracking and Interactive research –The availability of information on the web makes it important and convenient for taking advantage of the vast sea of information for analysis and decision-making

Chapter 2 Principles of Internet Marketing Principle Ten: Understanding Technology –The changing nature of technology –Marketing tactics and strategies depend on applications of the technology –The optimal use of available technology –The adoption and use of a particular technology reflects consumers’ behaviors.

Chapter 2 Principles of Internet Marketing Conclusion –Internet is a new tool for marketing –Traditional marketing concepts are not totally out of place, but instead injected with new meaning and communicated with new set of techniques –The new tool enables creativity and innovation in marketing