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HAAGA-HELIA(Tommi Immonen)
Analysis & 7 P’sMacro, micro and
internal analysisSegmentsTarget marketPosition
ProductPricePlacePromotionPeopleProcessPhysical evidence
ProductWhat product are suitable for e-commerce?Dynamic packaging (flight+room+activities)DIY & modular packagingCustomizationThe long tail
PriceTransparency in pricingPrice comparison sites poptravel.fiDynamic pricingBundlingVersioningFreePay what you want Auctions
PlaceChannel strategyDistribution channel managementChannel conflictJustification of middlemen and agentsAffiliate networkingWho owns customer, who owns capacity
Placeebookers.comexpedia.comorbitz.comtravelocity.comlastminute.commatkaporssi.fisupersaver.comedreams.net
booking.comhotelzon.comglobalhotelalliance.
comhotels.com
opentable.combookatable.comtableonline.com
PromotionUSPAIDADAGMARMixing online and offline marketingPersonalization, customizationProfile
PromotionBannersPopupsAdWordsAffiliate marketingSponsoringEmail marketing, newsletter (opt-in vs spam)Permission marketing (SMS)Viral marketing willitblendElectronic magazine eZine
PromotionVideoFlashRSSWidgets, Facebook appsCookies, 3rd party cookiesGame advertisingDomain
PromotionHits, visit, unique visitorCTR Click Thru Rate, usually <1%CPC, Cost Per ClickCPT, CPM, Cost Per Thousand, Cost Per MilleCPL, Cost Per LeadCPA, Cost Per ActionConversion rateLoyalty
PromotionWeb analytics
logsother
purpose
Press and mediaExpert articles with contact info
Search Engine MarketingSEM Search Engine Marketing
Google AdWordsKeywords
SEO Search Engine OptimizationOrganic results
Not just GoogleBingYahooYandexBaidu
PeopleChat, videochat (by appointment)Discussion forumsFAQ getsatisfaction.com
eCRM salesforce.com
ProcessSelling, up-selling, cross-sellingReservationPaymentConfirmationAssurancePost-booking, post-purchaseflightstats.comseatguru.comtrackmypizza.com
Physical evidenceWeb design mgmgrand.com
websitegrader.comClicks and mortarsTestimonialsVideosLinksTrust
Web page evaluation search function site map language choices feedback possibility opt-in for newsletter or similar web shop or booking engine direct sales or through channel FAQ Frequently Asked Questions information about the company corporate, chain or franchise information privacy policy section for members recruitment section opening hours driving instructions and map own and local events deals affiliate marketing links to social media local weather
mobile optimized pages cookies keywords in HTML code clarity of navigation general usability meaningful and up-to-date content graphical layout (color, fonts...) pictures, animations, videos experience
PlanningDomain, site plan, campaign pagesSite richness vs plainnessCampaign plan, scheduleGlobal promiseConsumer behavior (business + leisure)ProamateursMeasuring marketing
Web 2.0UGC User Generated ContentFrom Citizen Kane to citizen me (to citizen us)
ohmynews.comSmall niche publications vs mass mediaPeople trust unknown people and their reviewsNo more propaganda but authenticity and
honest trial and error90% read, 9% share content, 1% create contentInteractive value creation
Social mediaChanging net from library to global caféBlog, microblog, wiki, media share….Social networksTaxonomy folksonomy, tags, tag clouds
digg.comP2P technologies skype.comC2C, no operators, no middlemen, no
control?Completely new services
Social media for hospitality and tourismtripadvisor.comThorntree by
Lonelyplanetbootsnall.comhotelchatter.comtravelblog.orgskytraxigougo.comitrip.comwayn.comtravelpost.com
triphub.comkayak.comgusto.comeat.fikotikokki.fithelobby.comvirtualtourist.comrealtravel.comvibeagent.comFacebook: where I’ve
been
Social media is dialog and moreFrom monolog to dialog
openness, franknessmore positive than negative reviewswho is in charge in company?
From dialog to collaborationcrowdsourcing, crowdfunding
springwise.com kickstarter.com sellaband.com
More informationhospitalityebusiness.comhotelmarketingstrategies.comemarketingassociation.comor just google…
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