The Travel Marketer's Guide to Social Media and Social Networks - (Page 5) EXECUTIVE SUMMARY The overlay of the 5 Cs onto the traditional 5 Ps of Marketing Source: The Estis Group Traditional marketing mix Product Promotion Path Pricing Packaging Push Consumer 2.0 marketing mix Content and context Conversations and context Connectivity Collaboration due to transparency Creativity and collaboration Cooperation and shared control opening dialogue. Travel marketers can master a dozen other tools to effectively capture the attention of the audience that matters to them. OVERLAYING THE 5 CS ONTO THE 5 PS OF MARKETING Not only has there been change in the purchase process driven by consumer's online activity, but the marketing mix has also required modification. Since the turn of the century, the "path" or distribution component of travel marketing has become dramatically more complex. The new marketing landscape for Consumer 2.0 (the consumer environment that allows a higher level of dialogue through the interactive tools of the new Web 2.0) has caused every element of the marketing mix to expand. The nature of consumer decision making and the growing hunger for social interaction online has been a catalyst to alter the marketing mix forming the basis for any sales and marketing campaign. No longer allowing organizations to pay lip service to a “focus on the customer,” the consumer has assumed the driver [ Artful management of social media and social networks results not just in sales or bookings, but in powerful brand building and reinforcement as well. ] 5 seat in brand identity, and marketers who do not acknowledge this will do so at their peril. If the classic 5 Ps include product, pricing, path, promotion and packaging, the new model requires an expansion on most of these elements. Overlay the 5 Cs and a marketer will be better prepared to function in this new environment. THE BOTTOM LINE FOR TRAVEL MARKETERS So, what can a travel marketer accomplish in this new environment? There are five primary objectives that can be achieved through the use of social media and social networking tools. There are The Travel Marketer’s Guide to Social Media and Social Networks
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