Rep

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e-Marketing
what is it?
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Old versus New Economy

• Old Economy, based on production industries
• Standardization
• Replication
• Big scale
• Efficiency
• Hierarchy.

• New Economy, based on information industries
• Differentiation
• Customization
• Personalization
• Transparency
• Technology
• Speed.

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Markets Evolution
?
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Changes in Marketing

• New technologies, particularly the Internet, lead
  to big changes in Marketing.
• Companies face a new paradigm not to focus on
  the product but on clients fidelity.
• e-Marketing isnt more than the application of
  Marketing to digital businesses and the use of
  the new media made available by the development
  of new technologies.

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One-to-one Marketing

• Success or failure of many companies depends on
  how they keep up with technological evolution.
• Due to the attitude change in clients, and
  following the idea of customization, any
  marketing strategy should take this in to
  consideration.
• In tourism, each client is different, each
  product is different, each experience is
  different, so the marketing strategy should be
  different in each case.

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Not to Forget

• A satisfied, faithful client is potentially
  someone that will recommend the product/service.
• A dissatisfied client wont come back and will
  spread a negative opinion about the
  product/service he/she bought.
• Company management should focus its attention on
  managing the relationship with clients.
  One-to-one marketing should be use to manage this
  individual, personalized relationship with
  clients.
• But this is not easy!

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New e-Marketing Tools
e-marketing Web
t-marketing iTV
m-marketing Mobile
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Why New Strategies?

• Transference of power from sellers to buyers
• Faster information
• Time compression
• End of physical distances
• Global demand
• Consumer knowledge management
• New type of intermediary metamediary (portals)
• Valorisation of intellectual capital.

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Something to Think About

• Consumer behaviour depends on
• brochures / images / information
• expectations
• the possibility to be surprised
• merchandising
• differentiation
• new products.
• In tourism, a satisfied customer rarely returns
  to a local he already visited (depending on its
  psychological profile and the distance).

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We all live under the same sky - But we dont
have the same horizon Konrad Adenauer
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Thank you very much!Dekuji!

• Pedro Cravo
• pedro.cravo_at_estig.ipbeja.pt
• www.estig.ipbeja.pt/pmmsc