1. 10 INTERNET MARKETING Prepared by
Simon Hudson, Haskayne School of Business
University of Calgary
and
Marion Joppe, University of Guelph
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Copyright © 2009 by Nelson Education Limited.

2. 10 Topics role of the Internet as part of a communications strategy
Internet Marketing
Topics
role of the Internet as part of a communications strategy
ways in which the Internet is being used by tourism and hospitality organizations for marketing, advertising, provision of information, distribution and sales, delivering customer service, building relationships, and for market research
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Copyright © 2009 by Nelson Education Limited.

3. 10 The Use of the Internet in Tourism and Hospitality
Internet Marketing
The Use of the Internet in Tourism and Hospitality
Direct marketing (permission marketing)
one of the most promising applications in online advertising
user chooses to receive messages from a particular advertiser
relatively inexpensive advertising
has high response rates and is easy to measure
targeted at people who want information about certain goods and services
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Copyright © 2009 by Nelson Education Limited.

4. 10 The Use of the Internet in Tourism and Hospitality Spam
Internet Marketing
The Use of the Internet in Tourism and Hospitality
Spam
unsolicited , including advertising
junk
because of low cost of sending , users receive an increasing number of unwanted messages; consequence is that more and more goes unopened, and gaining permission to send someone an is becoming more important
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Copyright © 2009 by Nelson Education Limited.

5. 10 Online Advertising Four distinct advantages: Targetability Tracking
Internet Marketing
Online Advertising
Four distinct advantages:
Targetability
focus on people who want information about certain goods and services
Tracking
has high response rates and is easy to measure
Deliverability and flexibility
Interactivity
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Copyright © 2009 by Nelson Education Limited.

6. 10
Direct Marketing and Internet Marketing
Convergence of Traditional Advertising and Direct Response Marketing
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Copyright © 2009 by Nelson Education Limited.

7. 10
Internet Marketing
Advertising
Banner ad
an ad placed as a narrow band across the top of a Web page
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Copyright © 2009 by Nelson Education Limited.

8. Ten Tips for a Better Web site10
Internet Marketing
Ten Tips for a Better Web site
Table 10.1
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Copyright © 2009 by Nelson Education Limited.

9. 10 The Use of the Internet in Tourism and Hospitality
Direct Marketing and Internet Marketing
The Use of the Internet in Tourism and Hospitality
Provision of Information
Planners
Bookers
Travel trade
Travel media
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Copyright © 2009 by Nelson Education Limited.

10. 10 The Use of the Internet in Tourism and Hospitality
Direct Marketing and Internet Marketing
The Use of the Internet in Tourism and Hospitality
Distribution and sales
Booking activity dominated by airline reservations
In US, concentration of online agencies: Expedia, Travelocity, Priceline = 90% of market
Online partnerships
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Copyright © 2009 by Nelson Education Limited.

11. 10 Customer Service and Relationship Marketing Permission marketing
Direct Marketing and Internet Marketing
Customer Service and Relationship Marketing
Permission marketing
consumers volunteer to be marketed to on the Internet in return for some kind of reward
many consumers are looking to build relationships on the Web
uses the interactivity offered by the Web to engage customers in a dialogue and in a long-term interactive relationship
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Copyright © 2009 by Nelson Education Limited.

12. 10 Customer Service and Relationship Marketing Marketing Research
Direct Marketing and Internet Marketing
Customer Service and Relationship Marketing
Marketing Research
2 options for questionnaire distribution: and web
Advantages: speed, flexibility, reach
Disadvantages: increasing difficulty to secure survey respondents, use of incentives increases methodological concerns: response bias, multiple entry, and unwanted entries
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Copyright © 2009 by Nelson Education Limited.