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Mon Khan E-Marketing PDF

This document discusses the use of e-marketing techniques for attractions. It provides examples of how electronic marketing principles can be applied through various technologies like email, websites, search engine optimization, social media and mobile marketing. Specifically, it outlines how RFID and biometric technologies are being used by attractions like theme parks to streamline operations, enhance the customer experience and prevent fraud. These technologies allow for automated payments, ticketless entry, guest tracking, and personalized media capture. The document argues that e-marketing enables businesses to reach more customers globally and interact with them in new ways.

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Mohanad Kobapji
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97 views49 pages

Mon Khan E-Marketing PDF

This document discusses the use of e-marketing techniques for attractions. It provides examples of how electronic marketing principles can be applied through various technologies like email, websites, search engine optimization, social media and mobile marketing. Specifically, it outlines how RFID and biometric technologies are being used by attractions like theme parks to streamline operations, enhance the customer experience and prevent fraud. These technologies allow for automated payments, ticketless entry, guest tracking, and personalized media capture. The document argues that e-marketing enables businesses to reach more customers globally and interact with them in new ways.

Uploaded by

Mohanad Kobapji
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Use of E-marketing for

e-ttractions

Mahmood A. Khan, Ph.D.


Professor, Virginia Tech

eMarketing, is the marketing of


products or services over the
Internet.

In a survey 60% of consumers say


that they had made a purchase
because they have received message
via e-mail.

Very simply put, eMarketing or


electronic marketing refers to the
application of marketing principles
and techniques via electronic
media and more specifically the
Internet. The terms eMarketing,
Internet marketing and online
marketing, are frequently
interchanged, and can often be
considered synonymous.

When implemented correctly, the


return on investment (ROI) from
eMarketing can far exceed that of
traditional marketing strategies.

It can be a means to reach literally


millions of people every year. It's at
the forefront of a redefinition of
way businesses interact with their
customers.

The nature of the internet means


businesses now have a truly
global reach

enables them to offer a wide range


of products and services.
eMarketing includes, among other
things, information management,
public relations, customer service and
sales. With the range of new
technologies becoming available all
the time, this scope can only grow.

Interactivity
Whereas traditional marketing is
largely about getting a brand's
message out there, eMarketing
facilitates conversations between
companies and consumers. With a
two-way communication
channel, companies can feed off of
the responses of their consumers,
making them more dynamic and
adaptive.

Immediacy
Internet marketing is able to, in ways
never before imagined, provide an
immediate impact.

to take the step from hearing about a


product to actual acquisition.

By closing the gap between providing


information and eliciting a
consumer reaction, the consumer's
buying cycle is speeded up and
advertising spend can go much
further in creating immediate leads.

Generally speaking, the demographics


of the Internet are a marketer's
dream. Internet users, considered as
a group, have greater buying
power and could perhaps be
considered as a population group
skewed towards the middle-classes.

Savvy marketers who know where to


look can quite easily find access to
the niche markets they wish to
target. Marketing messages are most
effective when they are presented
directly to the audience most likely to
be interested. The Internet creates
the perfect environment for niche
marketing to targeted groups.

Adaptivity and closed loop


marketing
Closed Loop Marketing requires the
constant measurement and
analysis of the results of marketing
initiatives. By continuously tracking
the response and effectiveness of a
campaign, the marketer can be far
more dynamic in adapting to
consumers' wants and needs.

With eMarketing, responses can be


analysed in real-time and
campaigns can be tweaked
continuously. Combined with the
immediacy of the Internet as a
medium, this means that there's
minimal advertising spend wasted
on less than effective campaigns.

Maximum marketing efficiency from


eMarketing creates new
opportunities to seize strategic
competitive advantages.

Search Engine Marketing - SEM


Daily search volumes run into the
hundreds of millions and Search
Engines drive a huge proportion of all
web traffic. Search is usually the first
port of call for anyone looking for
anything online. Those who seek
online, search.

PPC - Pay Per Click

SEO - Search Engine Optimisation


Why pay for your clicks when you
can get them for free?

Online Advertising
Eyeballs. They're a large part of the
traditional advertising equation. For
brand awareness, you need your
brand to be seen.

Viral Marketing
Word-of-mouth is probably the world's oldest
form of marketing. Back when humans first
started trading the things they traded, they'd likely
find out about where to get what they needed
from others. Collaboration and information
sharing is a basic human trait and perhaps the
one which made us the dominant species.
Fast forward to the modern world.
Word of mouth in an electronic context.
Self-replicating distribution techniques.
Exponential growth in campaign reach.

ORM - Online Reputation Management


More and more, consumers turn to the
Internet for information about products,
services and the companies that offer
them.
Buying a new car? Check out reviews
online.
Thinking of getting in a new eMarketing
agency?
Find out what others have said online
about their experiences.

WebPR
Business has moved online and Public
Relations (PR), that indispensable tool of
brand awareness, has followed.
Now that most business is conducted on
the Internet; the playground of PR has
moved online. WebPR allows PR to reach
its fullest expression because the potential
for getting your brand "out there" is
limitless.

Your Question Was: How do I acquire


customer email addresses? Answer:
First of all, by using forms on your
company Website or you may already have
an existing customer database that you
may want to send emails to. Another
efficient way is to create an advertisement
in an industry specific newsletter and
provide information and the possibility for
the visitor to sign up for further
information and news.

Your Question Was: What's a good way to get


people to respond to emails? Answer:
Always include a "call to action." Don't make the
reader hunt for the link to respond to your offer.
Scatter links throughout the text and graphics.
You never know when your reader will be moved
to click. Fulfill on all implied and explicit promises.
An "Order Now" link should place the user well
within the ordering process. If you say "Free,"
then make sure there is a freebie at the end of the
link. Don't make the user wade through extensive
qualifications. Credibility and patience are paperthin on-line. You're always just a click away from
the Trash bin.

GSM Global System for Mobile


communications
SMS Short Message Service

1. Service quality
2. Service encounter

Sms features
Interactive
Benefits
Reliability protection
Convenient
Features

Timely
Targeted
Relevant

Podcasting

Road trips, restaurant openings, and


special events.

Online feedback
Property websites enable guest to
create their own profiles. Brand will
track their preferences, ease their
pre-arrival experience, on-line
checking, reconfirm their preferences
before they arrive.

Truth in digital advertising


Transperancy
Pictures

Link with sites


Disney with passport requirement

Internet lower costs for the


distribution of information and media
to a global audience
ECRM [Electronic customer
relationship management]

Differences from traditional


marketing
One-to-one approach
Appeal to specific inteests
Geo targeting
Different contents presented by
choice

Advantages
Relatively inexpensive
Measuring statistices easily and
inexpensively

Limitations
Speed of the internet
Intangibilty
Security concerns

The e-marketing plan


1.

Strategic analysis
1.
2.

2.

Scanning of the macro and micro


environment
Competitors

Defining strategic objectivees

RFID Industry
$1.49billionin2004
$1.95billionin2005
Estimatedtobe$26.9billionby2015

RFID Wristbands
IndustryledbyPrecisionDynamicsCorporation
SmartBand
RFIDembeddedwristband
Providesforautomated,cashlesspaymentoptions
AutomatedPointofSaleSystemsforconcessions,games,
stores,etc
UsesSmartKiosks
ATMlikebooththatallowspatronstoaddmoneytothe
wristbandthroughcashorcreditcard

RFID Uses
ChildTracking
Parentsregisterwithparkbasedtrackingsystem
Parentreceivesamapandusestheirpersonalcellphonetotrack
coordinatesofchild
Receivealertsoncellphonewhenachildleavesacertainarea
GuestTracking
Ensuresproperuseofpasses
Battlescounterfeiting
TicketlessEntry
Guestsbuyticketsonline,ticketisthenloadedtoRFIDenabled cellphone
GuestspassesthroughRFIDsystemwithcellphonetogainentrytopark
PayforPlay
Movefromconventionalcashpaymentsystemtoautomatedsystem

Smart Band Implemented at


Dollywoods Splash Country
Providesdailyandseasonpassguestswithcashlespaymentforfood,
beveragesandmerchandise.
GaryNichols,RevenueManager:
Ourguestsandtheirfamilieslovetheeaseandconvenienceofthe
wristbandsOneswipe theyredoneandarefreetoenjoyourwater
rides,getfoodorbuygifts.Andinturn,thathelpsincreasespendingatour
waterpark.

Great Wolf Lodge,


Pocono Pennsylvania
UsesSmartBandsfor:
Payments
RoomKeys
ParkPass
GuestID

KimSchaefer,COOofGreatWolfResorts:
AtGreatWolfLodgewestrivetoofferexceptionalcustomerservice
andconveniencetoourguests,incorporatingRFIDwristbandsystem
wasagreatwayforustooffersafetyandconveniencetofurther
enhancetheguestexperience.

Alton Towers Theme Park, UK


GuestssignupwithparktocompileaDVDoftheirvisit
RFIDtrackswheretheguestmovesthroughthepark
Over80videounitsareactivatedbytheRFIDwristband
Atendofvisit,guestturnsinwristbandandreceivetheDVDthatispresentedwith
variousvideocapturespersonalizedoftheirexperience.

BioMetrics at Disneyland
HongKongDisneylandintroducedtechnologytofightticketfraud andreduce
admissiontimeforannualpassholders
Annualpassholderonlytakes10secondstogetthroughthegate
Usesphysicalorbehavioralcharacteristicstoverifyidentifythroughhand
scanning

Busch Gardens
Williamsburg, VA
Introducedabiometricshandscanningsystemforpassholdersin 2005
Scanstwopicturesofthehand
Combinespicturestocreatea3Dimageofhandforsystemtoprocess
Allowspassholderstoenterparkquicker
Reducespassfraud

LegoLand, Denmark
Parentspay3eurosforadaysrentalofatagfortheirchild
Legolandattachestagtothechildswristbymeansofadisposablewristband
Thattagisthenregisteredtotheparents mobilephonenumber.
Parkcanconstantlytracktagthroughoutthepark
Parentswantingtotracktheirchildsimplysendsatextmessage,receivesalocation
within10feetoftheirchildinabout10seconds

KeyLime Cove Water Resort


Gurnee, Illinois
WillbethefirstcompletelycashlesswaterparkintheUSA
ImplementingitsSmartBandRFIDWristbandSystem
Patronswillnothavetoworryaboutcarryingtheirkeysorlosingmoney
Addedsecurityoffamiliesbeingabletoprefundandmonitortheirchildren's
purchases
It'ssecure,easytouse,andincreasesparkspending
Providespatronswithautomatedcashlesspointofsale(POS),keylessentryto
hotelroomsandlockers,cashlessvending,digitalphotography,andcashless
spendinginthearcadeusingRFIDenabledtokenmachines.

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