The fully updated and extended edition of the ETC/UNWTO Handbook on E-Marketing for Tourism Destinations presents a comprehensive overview of the continuously changing environment of e-marketing in the tourism sector. The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline Marketing – the well-known 4 P’s (Product – Price – Promotion – Positioning) that form the classic Marketing mix. Ardath has managed to take a very challenging subject and distill the information down to understandable and useable strategies and tactics for the reader.
Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. She uses over 20 years of business management and marketing experience to help her clients create customer-focused e-marketing strategies that generate more sales-ready prospects.
Whichever definition you will choose to use, will depend on where exactly you need to use it and for what purpose. This function counts on the marketer’s ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan.
I used this succinct definition to helps remind us that it is the results delivered by technology that should determine investment in Internet marketing, not the adoption of the technology! Privacy is even more important when establishing the e-Marketing mix since there are many regulations and legal aspects to be considered regarding collection and usage of such information.
Our ethos is to provide complete transparency on all online marketing activities while offering ROI centric solutions that are tailor-made to client requirements. However, Chaffey and Smith (2013) speak of the offline communications being a key component of the e-communications mix.