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Unit 3. Operational marketing of tourism companies and products -…
Unit 3. Operational marketing of tourism companies and products
3.1. Digital tourism marketing
It is a form of marketing based on the use of digital media to develop direct, personal communications that provoke a reaction in the receiver.
It mainly uses media based on IP protocols (Internet, Internet Wireless), mobile telephony and digital television.
The means of communication with users is growing.
Impacts lose effectiveness
Users get lost in the massive bombardment of the media, although specific media also appear that allow the relationship with the small segment.
The development of new technologies allows new personalized communications (Internet, e-mail) both in the medium and in the message (ability to digitize and personalize communication) or the product.
New technologies make the Web a natural element to obtain customer loyalty, since they make it possible to offer a more individual and personalized treatment, adapting it to their needs.
Satisfaction will make the user recommend the brand or site to which he/she is loyal, more quickly and reaching more potential customers than in offline media.
¿Why use the Internet as a means of tourism promotion and marketing?
The Internet is one more means of communication (although it is not the only one) and its use is recommended because it has great advantages over other media:
Low cost
Strong presence
Ability to communicate with any site from any location
Operation 24 hours a day, 365 days a year
Personalization of treatment
Possibility of measurement that allows to know the type of audience and design
Importance of establishing a method of analysis
From a URL starts a path towards the objective of attracting visitors to the site. It is necessary to make it known through as many media as possible.
The Internet, as an additional means of communication and dissemination, offers:
A simple and immediate way to interact
Many ways to reach a segmented audience
Low cost: lower investment in traditional advertising, higher chances of success with less risk
3.2. CRM and Data Mining in tourism marketing
CRM or Customer Relationship Management or customer relationship management. - It basically consists of focusing your business model on the customer and providing your company with the technical tools that allow you to provide a service and communication to your users. It is a business strategy oriented to customer loyalty.
It allows all employees of a company to have updated information about them, in order to optimize the company/customer relationship.
The factors most valued by customers are:
Fast response time
Comprehension
Responsibility and accessibility
CRM facilitates the management of all these factors by encompassing marketing, sales and customer service processes in one.
In the end, the main objective of CRM is to build lasting relationships by understanding individual needs and preferences and thus adding value to the company and the customer. It is to make customers loyal.
Data Mining
is an effective technological tool based on the application of analytical and statistical techniques to a population of data recorded in the Data Warehouse. In other words, it allows the modeling of the information collected in the Data Warehouse. In this way, causal relationships are established between the data with a predetermined business objective.
The purpose of
Data Mining
(Information Bases) is to obtain behavioral patterns between certain concepts of customer information. Among others, we can forecast demand, analyze the product portfolio, simulate prices/discounts, simulate campaigns or research and segment markets.
3.3. Passive and proactive digital promotion and communication
Digital Communication: Term referring to communication through computers, which encode information in binary system.
This type of communication is established through digital media. With the development of these, digital communication has increased its practice reaching levels unsuspected years ago.
From e-mail, instant messaging and chat; to videoconferencing, mobile telephony, etc.
Digital communication could include any type of transmission of messages, data and information that uses a digital medium for its emission and/or reception.
Web communications, as the name suggests, take place over the Internet in the form of webcasts (e.g. a recording of a presentation or conversation transmitted over the Internet in a restricted form to certain target groups: employees, licensees, etc.) and chats.
The proactive promotion includes:
Innovative and proactive strategy.
Aggressive growth policy
Willing to introduce new products/services and penetrate new markets.
Protects its innovation through patents
Aims at large markets
Has human, financial and time resources required.
3.4. Conventional advertising communication management and its connection with the digital one
Conventional advertising is based on building persuasive, well-structured and very seductive messages, but that same advertising in an interactive medium is also capable of creating an experience, transmitting emotions and obtaining a greater impact and effectiveness of the message as a result.
Conventional advertising communication is based on the principle of attention. The receiver of the message is called to see it, to be seduced by it. Interactive communication is based on experience. Attention is something that arises through prior interest. Interest is not hunted, it is cultivated.
Online communication surrounds us with a set of (now yes) digital media that in turn have a series of supports that are commonly used without much thought. There is life after the banner, after the pop-up. Interactive advertising is much more than annoying the user with irrelevant offers. True online communication professionals know how to properly use the interactive environment (including banners and pop-ups) to establish and develop an affective and effective link with consumers.
Network advertising, "interactive communication" is spreading exponentially and knows no limits.
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