Internet Marketing in Hospitality and Tourism

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

2. 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.

3. 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

4. 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

5. 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.

6. 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

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

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

9. 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.

10. 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

11. 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

12. 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.

13. 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