1. e-Marketing what is it?

2. Old versus 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.

3. Market’s Evolution Homogenous offer Homogenous demand Diversified offer Segmented demand Individualized offer Individual demand ? ? ? ? ? ? ? ? ? ? ? ?

4. Changes 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.

5. One-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.

6. Not 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!

7. New e-Marketing Tools e-marketingWeb t-marketingiTV m-marketingMobile

8. 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.

9. Something 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).

11. “We all live under the same sky - But we don’t have the same horizon” Konrad Adenauer

12. Thank you very much! Děkuji! Pedro Cravo pedro.cravo@estig.ipbeja.ptwww.estig.ipbeja.pt/~pmmsc