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  • 1. By
    2nd YEAR,MBA,DMS
    The future of marketing lot depends upon the internet, the digital marketing media. The advantage of this technology is it allows much greater customization of product, services, and promotional messages than the older marketing tools.
    With the raise of social networking sites like facebook , twitter etc internet marketing can play a vital role on reaching the customer’s directly and precisely
  • 3. Changes due to digital technology into business environment:
    Consumers have more power than ever before.
    Consumers have access to more information than ever before.
    Marketers can and must offer more services and products than ever before.
    The exchange between marketers and customers is increasingly interactive and instantaneous.
    Marketers can gather more information about consumers more quickly and easily.
    Impact reaches beyond the PC- based connection to the web.
  • 4. The importance of the web
    Online is no longer a niche channel worthy of investment for the future.
    It is a significant channel now and should be actively managed.
    Worldwide online travel sales is valued at $147 billion in 2007
    This means that almost 80% of travel sales will either be made online, or strongly influenced by online
  • 5. Where are the opportunities?
    There are three main opportunities that online sales present:
    Incremental revenues
    Reduced cost of sale
    Enhanced brand loyalty and client relationships
  • 6. The marketing opportunities
    Before looking at the opportunities, one should consider the four stages of customer interaction:
    Focussing in each of these areaswill create a solid action plan
  • 7. The marketing opportunities
    Equal focus and specific activities should be deployed to address each of these key areas:
    Convert Acquire Retain Analyse
    Web design SEO CRM Web analysis
    Booking engine PPC Web design
    Content Linking Customer service
  • 8. Site conversion is key to success
    Before investing in marketing efforts, a web site should be “fit for purpose” to convert at the highest rate
    Increasing the conversion ratio of visitors to bookers is the single best investment
    Once the site is optimised, then marketing activity to deliver incremental consumers should start
  • 9. Mass Customization – How It Evolved
    Middle Ages – Craft Production
    Master Craftsmen and Apprentices
    One off products, high labour content, expensive
    18th Century – Industrial Revolution
    Movement of people off land to towns and cities
    Sub-division of work  loss of traditional skills
  • 10. United States – Industrial Development started later, from mid-19th Century
    Industrial workers had greater skills
    More use of these skills in U.S. factories
    Greater innovation – Colt weapons company developed standardised parts to assist battlefield repairs
    Development of mass production in early 20th Century  U.S. becomes global power
  • 11. Types of Mass Customization
    The Four Faces of Mass Customization –
    Joseph Pine and James Gilmore - Jan.-Feb. 1997 Harvard Business Review
    1. Collaborative Customization:
    Consumer and producer engage in a dialogue to determine customer requirements
    Computers, clothing and footwear, furniture, some services
    2. Adaptive Customization:
    Product is designed so that users can alter it themselves to fit unique requirements on different occasions
    High-end office chairs, R7 golf club, certain electronic devices
  • 12. 3. Cosmetic Customization:
    Product is unique in appearance only
    Customer’s chosen text or image on T-shirts, mouse mats, baseball caps, mugs etc.
    Also called ‘Personalization’
    4. Transparent Customization:
    Producer provides customized product without consumer being necessarily being aware that it has been customized
    Can be used when consumer’s needs are predictable or can be easily deduced, and when customers do not want their requirements repeated.
    Example- repeat orders for customized clothing, chemicals
    Today up to 80% of all bookings are influenced by the web
    A strategic, planned, approach to online marketing will produce far better returns than tactical activity
    Companies are promoting brands through social networks but it’s early days yet. In the case of Vodafone zoozoo, they have been on face book for over a year now and already have 7.4 lakh fans, their fan base is actually bigger than the biggest bollywood stars, The zoozooyoutube channel boast more than 70 lakh video views.
    Most companies and experts concur that in today’s agile marketing environment, as marketers look for interesting ways to get consumer attention, online marketing is bound to grow.
  • 14. References / Sources of Information
    DonalReddington, Editor, MadeForOne.com
    Business today magazine
    Consumer behaviour book by
    Leon G. Schiffman
    Leslie Lazar Kanuk