Lesson 7

Lesson 7
Framework for Web Marketing
Difference between Traditional and Online Marketing
The goal of traditional marketing and online marketing are the same — To attract and
drive visitors of advertisement to buy the product thereby increasing the business profit. Let us
see the difference between two approaches now.
It is difficult to measure. You cannot know ho," many
people read your advertisement and how many took
favorable action upon viewing it.
It is not cost-effective.
It ts not so good for brand building.
In some way. it interrupts regular activities of users

such as television advertisement interrupt the
program you are watching, billboards divert focus
of the driver. etc.
It may leave users' queries unanswered as printing or

narrating complete information about the product or
service may not be always feasible.
It is measurable. You can know the number
of people who viewed the online advertisement,
and the number of ones who purchased the
product.
It is more cost-effective.
It is fast and efficient for brand building
It is not interrupting. The user can attend online
advertisement as per his/ her convenience and
preferences.
It can provide maximum information about the

product or service, offers, and transactions.
Benefits of Web Marketing
• Web marketing is measurable and easy to determine Return on Investment
One of the best benefits of web marketing is its ability to quantify results. Business
owners can set up URLs that are only present in the ads they place. That way they can see
exactly where the leads are being generated. The same goes for landing pages. Being able to see
what works and what doesn't helps streamline marketing's efforts, and save time and money.
• Web marketing is cost-effective

Other, more traditional forms of marketing cost companies an arm and a leg' Facebook
ads, for example. are three times cheaper and more targeted than radio. television, or print ads.
Using the internet to expand and engage with an audience is much less expensive, as long as
there is a plan in place in advance that helps pinpoint the desired audience.
• Web marketing is focused

Few other advertising options allow companies to target the specific demographics of
their customer like web marketing. Setting a message to show up on websites where prospects
are likely to visit, being visible to certain industries and geographic locations, and even targeting
the clients by age or education range in some cases are some of the things web marketing can do.
A television, radio ad, or billboard will never be able to do that.
• Web marketing builds relationships

Many marketing options end up being annoying to the veo' consumers the business is
trying to reach. When done right, web marketing is actually helpful to in reaching the prospects.
It can offer solutions and address pain points. This makes it more effective at starting
conversations and building trust than other types of marketing.
• Web marketing is easy to adapt and edit

Social media advertising, banner ads, or other online campaigns can be tweaked and
revised quickly and with little fanfare. With preferences changing constantly, this is a big
benefit. New pricing, additional products, and time-sensitive sales can all be handled easily with
web marketing initiatives.
The Marketing Mix

• Product: it is developed by companies, from design to production according to the
needs and desires of customers defined by market research.
• Price: the company establishes a combination of pricing methods based on costs,

competition, and customers. Customer willingness to pay, estimated in consumer-based
pricing, is the largest contribution that the clients have regarding price.
Place: Identify where to distribute the product, to make it readily available to customers.
• Promotion: Companies must also communicate product information to the target
audience through various methods such as advertising. public relations, and sales
promotions.
This concept has evolved to accommodate greater customer participation The 4Ps are
gradually redefined as the 4Cs. The 4Cs marketing model was first Proposed by Bob Lauterborn
in an article published in Advertising Age in 1990 Lauterborn stated that the 4P's were no longer
relevant and did not help today's marketer address any real issues. He listed the variables he felt
were necessary instead.The following is a brief breakdown of the 4C marketing model, which
consists of consumer, cost, convenience and communication.
The Marketing Mix
• Consumer Value. The first of the 4 C's works on the logic that making a product or
brand to cater for existing customer needs is a superior approach to simply making a
product or brand. then identifying or manufacturing demand for them. This theory lends
itself to a specific order of planning and production.
• Cost. A focus on cost to satisfaction will mean that there is more important information
being taken into account than just the purchase price. Cost not only includes price of the
item, but also may include things such as the time it takes for the customer to get to the
location in order to buy the product, or the cost of gas that it takes to get there. It could
even include the cost of the buyer not selecting a competitor's product or service. Many
marketers mistakenly believe that the main motivation for purchasing a product is price.
• Convenience. The proliferation of online marketplaces, credit cards, catalogues
and cell phones has made the provision of products to the customer a whole new ball
game. A customer is not bound to actually go to a physical location to meet a need and
there is an endless variety of places online to do so. Convenience is about ensuring the
brand/product is available as conveniently as possible to each customer
persona/demographic in the target audience.
• Communication. A traditional marketing mix uses promotion as a tool to put
information about the product in front of the customer. Promotion and its methods continue to
evolve with new avenues and means to reach the consumer. Though these methods of promotion
remain effective, a niche marketing focus needs a bit more.
E-actions in Web Marketing

Web Marketing is widely practiced strategy of advertising or promoting sales and name
of the business. Wise use of the online marketing strategies can take the business to
unprecedented levels of success.A successful e-marketing strategy should comprise a set of
specific e-actions that help businesses reach their planned objectives. These e-actions can be
grouped into the following seven main sections:
1. Search Engine Marketing (SEM):
The large majority of Internet surfers use search engines to find information about
hotels or travel destinations online. This makes search engines one of the most effective tools in
driving targeted traffic to a hotel's or destination's website. In the hospitality sector, hoteliers
have two options with regard to SEM: Search Engine Optimization (SEO) or sponsored search:
1.1 Search Engine Optimization (SEO):
1.2 Sponsored Search
2. Social Media Marketing

Social Media websites such as Facebook, Twitter, YouTube & etc., possess the
advantage that they can spread any information or update posted rapidly to a very wide
audience. Furthermore, sharable videos (i.e. choosing an engaging storyline and telling it with
compelling visuals) constitute an amazing tool that keeps users' attention and subtly persuade
them along the way words can't.
3. Mobile Advertising
Mobile advertising is growing rapidly since mobile devices have multiplied,
connectivity speeds have improved and screen resolutions have advanced. For these reasons,
the online experience should be seamless across devices. An efficient action plan for a
successful mobile advertising should include the following actions:
4. Email Advertising
Email advertising. also known as email marketing, is considered as a powerful e-
marketing tool for hoteliers since it creates direct revenue opportunities for past. present and
future guests.
The benefits of email marketing can be summarized as follows:
• Serves both as direct-response vehicle and branding tool.
• Creates personalized interactive relationships.
• Targets and entices recipients with relevant promotions.
• Plants seed in the mind of recipients regarding future travel.
• Serves as a tool to move distressed inventory.
• Functions as a sales force since it reaches thousands in seconds.
Recruits new customers and retain old ones.
5. Display Advertising
Display advertising conveys its advertising message visually using text, logos,
animations, videos, photographs or other graphics.
6. e-Reputation
This is an emerging area in digital marketing. It involves the management of the
online reputation of a business, particularly on social media and on review sites. Currently,
customers often look up online opinions, ratings, and reviews of your business before making a
purchase. Negative comments, reviews, and publicity on the internet can easily ruin your
business. That is why every business needs an e-reputation strategy.
7. User experience
Most of these digital marketing strategies involve drawing visitors to your business'
website. However. it is the experience they get on your website, that is user experience. that
determines whether or not a visitor will make a purchase, or even visit your site again.
Studies have shown that bad user experience will decrease the likelihood of a
customer making a purchase by 60%. On the other hand, customers who get a good user
experience are 90% more likely to revisit the site and make another purchase. That's how
important user experience is.Good user experience is determined by several factors. For
starters, your web design and layout should be captivating, and easy to use. At the same time,
the platform should work well on computers as well as mobile devices and tablets. All these
are tasks that are handled by digital marketing agencies.

Lesson 7

Uploaded by

Copyright:

Available Formats

Lesson 7

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Lesson 7

Uploaded by

Copyright:

Available Formats

Lesson 7

Framework for Web Marketing

Difference between Traditional and Online Marketing

In some way. it interrupts regular activities of users

It may leave users' queries unanswered as printing or

It can provide maximum information about the

• Web marketing is measurable and easy to determine Return on Investment

• Web marketing is cost-effective

• Web marketing is focused

• Web marketing builds relationships

• Web marketing is easy to adapt and edit

The Marketing Mix

• Price: the company establishes a combination of pricing methods based on costs,

The Marketing Mix

E-actions in Web Marketing

2. Social Media Marketing

You might also like