This presentation talks about advanced online business for tourism companies, including search engine marketing and e-mail marketing. For all course presentations, including videos, please see https://www.tourismmarketingandmanagement.com/2016/11/11/what-is-e-business-in-tourism/

1. E-business in practice: what to
do
E-mail marketing
Search engine marketing
Security
Customer Relationship management, ERP, real time customer
service
Marketing automation & AI
Finnish university network for tourism studies
Juho Pesonen, Ph.D., UEF, Centre for Tourism Studies
juho.pesonen@uef.fi

2. 9.11.2016Juho Pesonen 2
Attitude
Tourism online business tools and channels
All competitors are
online
• expenditure
Home page
Basic social media
(Facebook)
Digital company
• Business depends
on technology
Measuring and monitoring
effectiveness
Benefits of digital
business
• Investment
Company strategy
• Why do we exist?
• For whom do we exist?
• What we can offer that no one else can?
Mobile
Segment and market specific
channels
TripAdvisor
Real-time customer service
E-commerce and conversion
Youtube Content management
strategy
SEO
SEM & SMM
Digital customer
experience
• Customer point of
view
Mobile application
OTAs
ERP ”Crazy” tests
and
campaigns
Security
Instagram
Marketing automation and AI
CRM
E-mail

3. E-mail marketing
•Underused marketing method in tourism
– Really popular in marketing
•Need to use some kind of e-mail marketing
application:
– Mailchimp
– GetResponse
– ActiveCampaign
– Aweber
•Measure and compare the results
•Content creation principles apply
•Title is extremely important
9.11.2016Juho Pesonen 3

4. Two types of marketing
•Organic
– ”Free”
•Bought
– Pay per click (PPC / CPC)

5. Search engine marketing (SEM) and
optimization (SEO)

6. How does Google search work?
•Nobody knows!
– Originally it counted the links between different websites.
•Penguin, Panda & Hummingbird
– Algorithms
•http://moz.com/blog/google-algorithm-cheat-sheet-panda-penguin-
hummingbird

7. People start the travel information search
process from search engines

8. Why search engine marketing?
•Results are visible for a long time
•Good conversion rate
– Transactions need to be measured

9. What is good search engine marketing?
•People come first
•Play by the rules
•Investment, not an expenditure
•Long tail marketing
– Find the balance

10. On-site optimization
•Topic
•Description
•Content linking
•Content optimization
•Tags
•Picture optimization
•Loading speed
•Domain
•Updates
•Outbound links

11. Off-site optimization
•Number and quality of links
•Social media

12. User perspective:
•http://www.businessinsider.com/eye-tracking-heatmaps-2012-
5?op=1

13. Travel industry speciality:
http://www.tnooz.com/article/heres-otas-outspending-
hotel-brands-paid-search/

14. Security
•Use strong passwords
•Most of viruses come from user errors.
– Anti-virus software is just a back up.
– Make sure your staff knows this.
•Make sure everything is updated.
•Passwords and encryption for mobile devices.
•Backup your data.
•Secure WiFi

15. Customer relationship management
•CRM-software in the cloud
– https://www.salesforce.com/eu/
– https://www.pipedrive.com/
– www.liid.com
– www.odoo.com
– Microsoft Dynamics 365:
– https://www.youtube.com/watch?v=huIzvemfTtA&list=PLcakwueIHo
T_Bklngd-TmZSzq2vgVtkGh&index=3

16. 24/7 service

19. Thank you
Contact
Juho.Pesonen@uef.fi
@eppuJ
https://fi.linkedin.com/in/juhopesonen
https://uef.academia.edu/JuhoPesonen
https://www.researchgate.net/profile/Juh
o_Pesonen
www.uef.fi/mot
www.uef.fi/tmm
www.uef.fi