marketing branding
TRANSCRIPT
Optimizing a solution for e-tourism for Tunisia
WELCOME
ترحيب
• How do we integrate traditional marketing approaches with e-marketing?
• How can we use electronic communications to differentiate our products and services?
• How do we redefine our marketing and communications mixes to incorporate new media?
• ‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability’
• Which e-marketing tools can assist?
– Web, e-mail, databases, wireless and digital television
A generic framework for e-marketing planning
• 1. Situation Analysis
Currently, only a few operators have a website. Websites should be an active tool for operation for all tour operators in Tunisia.
A generic framework for e-marketing planning
• 2. Objectives
Promote e-tourism of
Tunisia in the world
Redefining the tourism
inflow in Tunisia
A generic framework for e-marketing planning
• 3. Strategic
Redefining the market
Considering more IT
solutions for the promotion
campaigns
A generic framework for e-marketing planning
• 4. Tactics
Social Medias
SEO & SMO
E-banners
E-Flyers
A generic framework for e-marketing planning
• 5. Actions
Adopt E-tourism
Promote tour operators and travel agents to join e-tourism platforms
A generic framework for e-marketing planning
• 6. Control
Continuously monitor the tourism inflow and also identify the effect of using e-tourism on the number of tourists coming to Tunisia
Demand Analysis
• What percentage of customer businesses have access to the Internet?
Demand Analysis
• What percentage of customers with access to the Internet are not prepared to purchase online, but are influenced by web-based information to buy products offline?
Demand Analysis
• What are the barriers to adoption amongst customers and how can we encourage adoption?
The first barriers is safety of data when purchasing online. The website should guarantee safety of users’ dataThe other barrier is the IT infrastructure of the country. The local operators should be trained to use IT to offer their services to the world. They should develop latest technology skills to capture the online market.
Assessment of the future online promotion contribution, online revenue contribution and service contribution for the B2B company, for Product A, Europe
Assessment of the future online promotion contribution and online revenue for The B2B Company, for Product A, Europe
E-commerce sales are growing by more than 19% a year and will be of almost $1.4 trillion by 2015
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Growth Index of e-commerce
Branding• The branding of a product is one of the most crucial
part of any marketing plan.
• The user perceives relevant unique added values. Values which match their needs most closely, in this case – Holiday Destination
• You want to become the default reference in a consumer's mind.
• You want to become synonymous with your niche.
Branding• The branding of a product is one of the most
crucial part of any marketing plan.
The ‘Exclusivity’ effect
It is more effective and worthy.
Redesigning the Website
• Outsourcing – speeds completion of the project
• Personnel Cost Savings
• Faster Loading Site
• User Friendly Product
• More Professional Graphics & Information
• Outsourcers are aware of Copyright Rules
• First Impression is Paramount
Promote Website• Register Site with Search Engines• Use Meta tags, Keywords and HTML tags• List Site with Appropriate Directories• Utilize Electronic Press Releases• Link to Complimentary Web Sites• Incorporate Web Site Address in all Media• Consider Banner Advertising• Consider Hiring an Outside Firm to Promote Web
Site
Site Maintenance
• Decide How Often to Update Site• Decide Whether to Outsource or Update in
House• Evaluate the need for Human Resource for Web
Site Maintenance
Use of Website
• Eliminating elements of the traditional distribution chain (eg: retailers)
• Increases possibilities of greater revenue
• Saves on traditional marketing costs (printing, postage)
• Increases target market to world-wide audience
Use of Social Networking Sites
• Increase number of ‘Like’
• Update the page regularly
• Promote interaction between users
Increase the number of Followers
Share regular ‘tweets’ about Tunisia
Promote Interactions between followers
Promote Activities
• Update on events
• Latest news of and around the country
• Any new hotels opening
• Any new services offered to tourists
• Visa info
• ‘how to reach Tunisia’ details
SEO• Someone looking for Tunisia holidays
should be directed to the website
E-Flyers/E-banners & Newsletter
• E flyers can be sent via email to numerous random receivers around the world, which will promote awareness towards the country.
• E-banners can be use in specific website which can be viewed by the main target audience.
• Newsletters can be sent to subscribers on regular basis.
Video Promotion
• Using Youtube as a platform to promote the beauty of the destination
Interactive Chat System
• This will allow any website user to get an immediate interaction with an agent.
• Immediate queries and feedback can be taken and therefore improve of customer service
Updates
• There should be regular updates on the website.
• This will help in:
1. Increase more visits on the website.
2. It will generate an active and operational feeling to the customers.
THANK YOU