Online distribution channels

Summary

This script outlines key strategies for online distribution channels in the tourism market, focusing on both direct and indirect approaches. Direct channels include using a website as a shop window to increase traffic and encourage purchases. Indirect channels involve partners like retail agencies and tour operators. The script highlights tools such as SEO, SEM, email marketing, and social media to attract potential customers. It also discusses tactics like viral marketing, guerrilla marketing, and mobile marketing, emphasizing the importance of customer consent in email campaigns and the role of affiliates in online advertising.

Takeaways

• 😀 Direct online distribution channels include a website that acts as a shop window to attract and encourage purchases.
• 😀 Indirect online distribution channels involve third-party entities such as retail agencies and tour operators.
• 😀 SEO, SEM, and email marketing are essential tools to increase website traffic and attract potential customers.
• 😀 Search Engine Marketing (SEM) helps situate websites among sponsored search results, increasing visibility on search engines like Google.
• 😀 Email marketing requires building a database of email contacts, preparing compelling content, and following up to track results.
• 😀 Affiliated networks involve advertising through third-party platforms like websites, blogs, or forums, with commission-based earnings for affiliates.
• 😀 Viral marketing relies on 'word of mouth' techniques to enhance brand visibility and reach a broader audience.
• 😀 Guerrilla marketing is a cost-effective technique aimed at niche markets, utilizing expert content, newsletters, and even Bluetooth promotional messages.
• 😀 Mobile marketing targets users on portable devices, with strategies including SMS/MMS campaigns and in-app advertising.
• 😀 Social media marketing leverages platforms to engage with users, requiring content management and regular platform maintenance.

Q & A

What are the two types of online distribution channels in the tourism market?

The two types of online distribution channels in the tourism market are the Direct Channel and the Indirect Channel. The Direct Channel refers to direct online distribution via the website, while the Indirect Channel involves retail agencies, tour operators, etc.

What is the primary goal of the sales strategy for direct online distribution?

The primary goal of the sales strategy for direct online distribution is to increase website traffic and encourage users to make purchases.

What are some essential tools to attract potential customers in online tourism sales?

Some essential tools to attract potential customers include SEO (Search Engine Optimization), SEM (Search Engine Marketing), E-mail Marketing, Ads from affiliated networks, Viral Marketing, Guerrilla Marketing, Mobile Marketing, and Social Media.

Which search engine is most widely used for online marketing in the tourism industry?

Google is the most widely used search engine for online marketing in the tourism industry.

What is Search Engine Marketing (SEM) and how is it used?

Search Engine Marketing (SEM) involves positioning a website among 'sponsored results' on search engines. Advertisers pay when a user clicks on their link, with Google Adwords being the most commonly used platform for this.

How does E-mail Marketing contribute to online tourism sales?

E-mail Marketing involves sending targeted messages to a list of email contacts. To generate business, it is important to create a well-prepared email database, craft the email content effectively, and follow up and track responses.

What is the role of affiliated networks in online advertising?

Affiliated networks involve online advertising through a network of partners, such as affiliate websites or blogs. Advertisers, affiliates, and platforms work together to promote products and earn commissions.

What is viral marketing, and how can it benefit a company?

Viral marketing relies on 'word of mouth' techniques to increase brand image and spread awareness rapidly. It can be highly effective in boosting a company's visibility and brand recognition.

What is Guerrilla Marketing, and how is it particularly useful for low-budget companies?

Guerrilla Marketing refers to unconventional marketing strategies that are often aimed at niche markets. It is especially useful for companies with low budgets as it focuses on creative, low-cost promotional techniques, such as publishing expert content, creating blogs, or sending newsletters.

What is Mobile Marketing, and what are some common techniques used?

Mobile Marketing involves marketing via portable devices. Common techniques include sending SMS or MMS messages, advertising on mobile apps, and running specific promotional campaigns targeted at mobile device users.

How does social media play a role in online tourism marketing?

Social media is used as a channel to reach potential customers through platforms like Facebook, Instagram, or Twitter. It involves content management, system maintenance, and customer engagement strategies.