Presentation in E-Travel Summit, Almere, The Netherlands, 30 October 2013
The Internet as a major technological development of the last 20 years has prompted substantial changes in the marketing practice; diminishing effects of traditional marketing tools and strategies, increasing customer power and decreasing customer trust are some of the most visible symptoms of these changes. Furthermore the recent large-scale adoption of social media applications by the public has resulted in additional challenges. Customer activism, new types of market influencers, brand erosion, global competition and difficulty to create and maintain sustainable competitive advantages are some of the well-known problems to today’s marketing practitioner. From the strategic point of view issues like developing an effective marketing program in technology-dominated environments, regaining the customer trust, managing reputation and remaining competitive in a constantly changing marketplace are important concerns facing marketing professionals today.
The session will attempt to address some of these issues by focusing on three main subjects:
1. What are the roles of the social media as marketing tools
2. how businesses can gain and retain customers by embracing the concept of customer advocacy and
3. how to remain competitive by successfully engaging the customer in the product and service innovation process.