digital marketing transformation covering group online sales, e- commerce & social media for...
TRANSCRIPT
Digital Marketing Transformation Covering Group Online Sales, E-commerce & Social Media for Hospitality Industry in Turkey
Fazli Yildirim Okan University, Information Systems and
Technologies, Istanbul, [email protected]
CONTENT
INTRODUCTIONMETHODRESULTSCONCLUSION
INTRODUCTION
New Marketing Tools; Automation, Social Media, CRM, ERP, E-Commerce, Group Online Sales, Cloud and Etc..
Tourism; One of leading Sector in Turkey.
Tourism managers are trying to adapt ....
Benefits, Problems and Barries.
METHODS
Trying to reveal the hotel managers’ approach & uncover barriers.
HOW?By collecting data from hotel managers with deep interviews (qualitative method).
27 questions; CRM, ERP, E-commerce, Cloud, Group On, Social media, Hotel Specs.
Hotels; 4-5 Star Hotel, Istanbul.
RESULTSHotel Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H
Hotel Spec.
All market Europe, Local All market Europe All market All marketEurope, Middle East
Europe, Local
Inter C. Inter. C. Nat. C. Nat. C. Nat. C. Nat. C. No chain No chain
Business & Leisure
CityBusiness & Leisure
Business –Conven.
City Business CityBusiness, City
2007 2011 2009 2010 2002 2012 1960 2007
ERP
Opera Software
Opera Software
Opera Software Opera Software Opera SoftwareOpera, Logo Tiger
Opera, Logo Odeon, Logo
Yes Yes Yes Yes No No Yes Yes
CRM
Yes Yes Yes Yes Yes Yes Yes No
All channels QuestionQuestion. and e-mail
Online, phone calls
Question. and phone calls
All channelsQuestion. and e-mail
Online, Question
Yes Yes Yes Yes Yes No No No
Point E. Point E. Point earning Yes Yes None None None
Silver, Gold, Platinum
Blue, Silver, Gold, Diamond
A, B, C VIP, Club, etc. VIP No VIP1 to VIP5 No
Question. Question.Question. and e-mail
Face to face, call, e-mail
Question., phone calls
Face to face, Question. and e-mail
Online, Question. and mail
Online
Yes Yes Yes Yes Yes Yes Yes Yes
No Problems No Problems AbuseAbuse, no control mechanism
No ProblemsAbuse, no control mechanism
Abuse, no control mech.
Misusage
CONCLUSIONMobile applications, e-commerce and social media. Selling rooms by using travel agency channels that they still prefer classical ways except international chain hotels.
Local hotel customers still are not used to buy online using e-commerce channels.
Suffer from web based online complaint systems, control systems.
Aware of CRM effects, they are managing successfully with their philosophy, automation systems, loyalty programs, complaint following systems and customer segmentations phases.
Local hotels are surprisingly adapted the CRM.
CONCLUSION
Adapted group-on sales quickly, suffer about the customers’ quality.
Group-on sales systems should take precautions not to annoy hotel’s repeat and upper segment customers.
Cloud computing, most of the hotels are unaware of the benefits of the cloud computing (for locals).
Use social media and they can organize marketing campaigns through these channels but for the sucess; Social media staff inside and agencies.
CONCLUSION
Local customers buying habits shape the sector.
Systems leaks of e-commerce, group online and complaint based web sites negatively affect the success.
So, companies and managers should inform their customers and focus on these problems for increasing the technology usage.