The document discusses the major marketing challenges faced by e-travel companies due to changes in markets, customers, and the nature of marketing. Traditional marketing methods are declining in effectiveness due to customers having more power as networked and tech-savvy consumers. This has led to decreasing customer trust. The appropriate response is social media marketing that focuses on engaging customers, customizing offers, and involving customers in new product development. Companies should advocate for their customers by treating them with openness and respect in order to build customer trust and loyalty. The key is managing the total customer experience across different media and placing renewed emphasis on truly understanding the needs of the new empowered customer.
15. Facts about reputation management
More than 70% of 142 global CCOs said their
companies had experienced a reputation threat
in the past 2 years (2012)*
2012 survey of social media risk managers by
Altimeter Group: 66% identified reputation or
brand damage as either a critical or significant
risk
*http://www.webershandwick.com/uploads/news/files/Rising_CCO_IV.pdf
18. Changing Marketing
Why?
Declining Effects of
Traditional Marketing
Model
Increasing
Customer
Power
Decreasing
Customer
Trust
RESPONSE?
Online and
Social Media
Marketing*
* Emphasis on Content Marketing
Engage the
customer
Customer Advocacy
21. Active Social Media Strategies
PR, Direct Marketing, Customer
Service
Reach the Influencers
Customize your offer
Engage the customer in Innovation
22. Changing Marketing
Why?
Declining Effects of
Traditional Marketing
Model
Increasing
Customer
Power
Decreasing
Customer
Trust
Social Media
Marketing
Engage the
customer
Customer Advocacy
24. Changing Marketing
Why?
Declining Effects of
Traditional Marketing
Model
Increasing
Customer
Power
Decreasing
Customer
Trust
Social Media
Marketing
Engage the
customer
Customer Advocacy
25. Active* Customer Advocacy
Help your customers
succeed by giving
them open, honest
and complete
information and help
them find the best
products/services for
them even if they are
not yours.
(Glen Urban)
Take proactive steps
to treat your
customer with
openness, respect
* Next to passive advocacy: Brand advocates
Make your customer
successful
32. And find ways to help your customers to become
successful
Advocacy Elements:
Simplicity
Benevolence
Transparency
Trustworthiness
33. Conclusions and a few tips
• A study by MIT Sloan Management
Review and Capgemini Consulting finds that
companies now face a digital imperative:
adopt new technologies effectively or face
competitive obsolescence.
• “The rise of the tech-savvy, connected
consumer across all facets of society changes
the expectations consumers have of
companies, regardless of their business”
» Curt Garner, Chief Information Officer at Starbucks.