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04/18/2023 E. Constantinides © 1
Marketing Challenges in E-TravelDr. Efthymios Constantinides
Assistant Professor Marketing / E-Media
University of Twente
Faculty of Management and Governance / Business Administration
The Biggest Challenge of (Tourism) Marketers Today is…
the changing nature of Markets and Marketing
Declining Effects of Traditional Marketing
Increasing customer power: the networked, tech-savvy consumer
Millions?
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Brand advocates and Brand detractors
Decreasing customer trust
But my customer is happy!(don’t be so sure!)
Example 1: Kryptonite
Example 2: AOL
Example 3: UA
Example 4: FedEx
E. Constantinides © 1004/18/2023
Customer activism and customer attacks
Power to the people: Social media activism
E. Constantinides © 1204/18/2023
Facts about reputation management
More than 70% of 142 global CCOs said their companies had experienced a reputation threat in the past 2 years (2012)*
2012 survey of social media risk managers by Altimeter Group: 66% identified reputation or brand damage as either a critical or significant risk
*http://www.webershandwick.com/uploads/news/files/Rising_CCO_IV.pdf
E. Constantinides ©
New Technologies + Informed consumer = Powerful consumer: A Major Marketing Paradigm Shift
From Push Marketing: Producer has control over media and distribution
channels
To Trust based / collaborative marketing: Customer is the powerful party:
- Build belief, confidence, reliance- Engage the customers
- Advocate customers/ they will advocate for you:Honest, open, full info, Partnership
15
Changing: Marketand Marketing
Declining Effects of Traditional Marketing
Model
Increasing Customer
Power
Decreasing Customer
Trust
What is the right response?
Changing MarketingWhy?
Declining Effects of Traditional Marketing
Model
Increasing Customer
Power
Decreasing Customer
Trust
Online and Social Media Marketing*
Engage the customer
Customer Advocacy
RESPONSE?
* Emphasis on Content Marketing
Weblogs
SNS
Online communities
Forums
Content aggregators
© E. Constantinides
Use of Social Media as Marketing Tools
Passive: Listen the customer’s voiceActive: Engage the customer
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Active Social Media Strategies
PR, Direct Marketing, Customer Service
Reach the Influencers
Customize your offer
Engage the customer in Innovation
Changing MarketingWhy?
Declining Effects of Traditional Marketing
Model
Increasing Customer
Power
Decreasing Customer
Trust
Social Media Marketing
Engage the customer
Customer Advocacy
Engage the customer
Customize your offer
Co-innovate: Get the customer involved in your NPD
Changing MarketingWhy?
Declining Effects of Traditional Marketing
Model
Increasing Customer
Power
Decreasing Customer
Trust
Social Media Marketing
Engage the customer
Customer Advocacy
Active* Customer Advocacy
Help your customers succeed by giving them
open, honest and complete information
and help them find the
best products/services for them even if they
are not yours. (Glen Urban)
Take proactive steps to treat
your custome
r with opennes
s, respect
Make your customer
successful
* Next to passive advocacy: Brand advocates
The Dream
The reality?
Learn about your customers and their needs
Source: The Travel magazine http://www.thetravelmagazine.net/i-4850--flight-stress-what-annoys-you.html
And find ways to address their needs
Advocacy Elements:
Simplicity
Benevolence
Transparency
Trustworthiness
Conclusions and a few tips
• A study by MIT Sloan Management Review and Capgemini Consulting finds that companies now face a digital imperative: adopt new technologies effectively or face competitive obsolescence.
• “The rise of the tech-savvy, connected consumer across all facets of society changes the expectations consumers have of companies, regardless of their business”
» Curt Garner, Chief Information Officer at Starbucks.
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Main Marketing Challenges in 21st Century
• Manage the Total Customer Experience: Social Media, Web, mobile and traditional media: cross-media strategies
• Renewed emphasis on the Customer: Understand the New Customer– Advocate your Customer to Win Customer Trust and learn who are your Customer
Advocates– Harness the Crowd Wisdom: The customer as Co-Innovator– From Consumer (segments) to Consumer Networks
• Keep up with technology developments: mobile, wearable technologies, RFID, Cloud, Semantic Web
• Be ready for the `Social Data / Big Data and Neural Marketing
-
Thank you