Travel Reference
In-Depth Information
Table 36.2
Social media marketing functions
Traditional marketing
Marketing functions
Social media marketing
- One-way communication
- Offline customer service center
- Limited customer data
- B2C communication
- Prescribed solutions; scripted
responses
- Delayed response
- One-off interaction
Customer relations
- Interaction
- Online customer service
- Customer identification with data
mining
- Virtual customer communities
- Crowd sourcing
- Real-time communication
- Relationship
- Limited product information
- Mass products for mainstream
markets
- Company-created products
Product
- Value added info on products:
pictures, video, catalogue, consumer
reviews etc.
- Product customization
- Co-creation with consumers
- Digital/virtual product
- One-price pricing
- Limited payment options
Price
- Flexible pricing (price transparency)
- Online payment
- Social buying
- Offline promotions
- One promotion message
- Partnerships with traditional partners
- Targeting customers
- Mediated through mass media
Promotion
- Online promotions
- Customized promotion messages
- Non-traditional partnerships
- Customer participation
- Viral spread facilitated by Web 2.0
tools
- Intermediaries
- Required time to process order/
booking
- Offline distribution of products
Place
- Dis-/re-intermediation
- Real-time ordering and processing
- Online distribution of products
- Delayed results
- Push
- Encouraged through incentives
- No follow-up
- Mediated
- Sporadic
- Costly
- Response limited to numbers and
text
Research
- Real-time info through RSS or email
alerts
- Pull
- Based on altruistic motivations
- Immediate reaction
- Unmediated
- Continuous
- Free data
- Multiple formats
- Leads
- Discrete times
- Hard sales/visitor numbers
Performance
measurement
- Conversations
- Continuous
- Consumer sentiment
Source
: Adapted from Yoo and Gretzel (2010)
Both
Table 36.1
and
Table 36.2
clearly illustrate the focus on customer relationships. Diller
(2000) identifi es the building blocks of relationship marketing as encompassing '6is' (
Figure 36.1
):
1
information about customers;
2
investments in customers;
