1. by the Auvergne Tourism Development Regional Committee
E-Tourism from A to Z,
Awareness regional programme developped by the Auvergne Tourism
Development Regional Committee
Succeed in your
e-marketing strategy

2. Direct marketing
on the Internet
You are present on the Internet and you are looking forward the optimization of
your investments ? Use direct marketing online !

3. Summary
 Strategic Marketing
 E-marketing :
 Customer management
 Website
 Animation
 Referencing
 Advertisement
 Direct Communication
 Emailing
 Newsletter
 Social Network
 Geolocation
 E-reputation

4. Strategic Marketing

5. Strategic Marketing
from segmentation to targeting

6. Strategic Marketing
segment the market and choose targets
SEGMENTATION CRITERIA
-> traditionnal segmentation criteria :
Socio-demographic(regions, age, gender, family situation, income,
SPC (socio-professional category)…)
-> behavioral segmentantation criteria
Residency period, frequency, duration of residence, activities, products
consumed, …

7. Strategic Marketing
example of end-use segmentation
case of Nouvelles Frontières

8. Strategic Marketing
segment the market and choose the target
SEGMENTATION CRITERIA
-> personnality and lifestyle criteria
Psychographic profiles : passionates, materialists…, tribes (surfers…), les bobos
(bohemian bourgeois =high-achieving professional who combines a wealthy lifestyle with an
anti-establishment attitude and a concern for quality of life) … => clothes, tourism

9. Strategic Marketing
5 mentality in the tourism industry
- «Globetrotters» curious for new cultural discoveries, sporties, they like high-quality services
- «Vacationers» travelling with family, generally during the holidays of their children, they look for nature
and relaxation
- «Dreamers» looking for a place to rest, thrill seekers but also looking for safety and landmarks
- «Disciplined people» looking for organized tours, comfort and safety
- «Stay-at-home people» who are not used to travel a lot and stay with friends or family
 According to those characteristics, the tourism provider will be able to adapt its services.

10. Strategic Marketing
Targeting strategies
Undifferentiated Differentiated Concentrated marketing
marketing marketing

11. Strategic Marketing
Targeting strategies
Undifferenciated marketing : the company ignores the division of the demand
into segments, a standard product is offered with the same marketing actions
without making any differences between the segments.
Advantage : economies of scale
Differenciated marketing : the company selects several segments and offers to
each segment different products, with specific sales and marketing initiatives.
Advantage : targeted, « humanized », individualized outreach.

12. Stategic Marketing
example of differentiated marketing
case of Accor
European leader and global group,
Accor has a special place towards more
than 4,000 hotels (all prices, from luxury
hotels to economical ones

13. Webmarketing
or
E-marketing

14. Webmarketing or E-marketing
Customer management

15. Customer management
Customer loyalty, customization
Get your clients' loyalty :
- Meet their expectations,
- Ask to know what are their expectations,
- Personalize thee service (vegetarians, disabled people, ...)
- Do not forget to wish their birthday to your customer by sending a letter of wishes
- Keep them informed of the events that can get their interest (festivals, expositions ..)
- Let your customers benefit from special offers (website, Facebook, ...)
- Remember their habits, their preferencess...
- Process claims as efficiently as possible…
- Have a good internal communication to ensure quality services to your clients, give your customers the
instructions about the services in order to avoid misunderstandings that could displease them
- Give loyalty cards
- Offer discounts, offer free products to those who spend the most

16. Customer management
To follow your customers, several tools can be used :
Office software : you have to create templates, document models to ensure the customer care.
Excel sheets (Microsoft Office) or Calc (OpenOffice)
Commercial management software : Solution based on quotation, orders, delivery order, invoice, customer and
provider's care, stock, …
Example : EBP Commercial Management, Solune free (http://www.solune.com/-Solune-GC-gratuite-.html)
Customer Relationship Management tools (GRC/CRM) : Complete solution with customer management +
according to the product : commercial management, marketing,...
SugarCRM,
INES www.ines.fr (with INES Free Edition)
Act, Salesforce,
E-Deal,
Divalto,
WDGold Lite free
http://www.pcsoft.fr/wdgoldLite/presentation/principe-utilisation.htm
General tools with customer management applications www.ines.fr
ex. GESTAN (http://www.ics-informatique.com/html/gestan.html)

17. Webmarketing or E-marketing
Websites
Animation

18. Animation of your website
Contests
Launching an online contest is an excellent way to generate trafic on your
website. In parallel you have to launch an advertising campaign to promote
the contest and relay this contest on the advertiser's homepage.
Experience shows that the most successful contests are the one in which
Internet users only have to enter their mail adress.
Every contest must have strict rules, validated by the bailiff.

19. Animation of your website
Couponing
It is the supermarket discount coupons principle that has been applied to the Internet
with virtual coupons.

20. Webmarketing or E-marketing
Websites
Referencing

21. Natural Referencing
90% of Internet researches are made thanks
to a search engine
Google holds more than 90% of the market
shares in Europe !
Optimizing the SEO in Google is crucial to get more visibility
on the Internet

22. Natural Referencing
What is important to know about natural referencing :
Ranking of the results according to
Classement des résultats en fonction de l’algorithme the relevancy algorythm of Google
de
pertinence de Google.
Research : « Gites Auvergne »
Engine index ( X
billions of pages)
Extraction de 2 500 000 pages
Extraction of 2 500 000 pages correspondant à la requête
corresponding to the research

23. Natural Referencing
3 lines of work
Website's content : put « keywords and key expressions »in the titles of your website, in the pages and
in its text in general.
Source Code Optimization : make sure that there are no major mistakes in your website's code writing
(html, css,...), entitle and describe your pages.
External links : take full advantage from a maximum of interactive links coming from other websites
(directories, blogs, partners, ...)

24. Natural Referencing
Website's content
Keywords and key expressions' choice
These are the searches Internet users write in the search engines when they are looking for
products, services or provides ( ex : ski rental Chamonix, accomodation near lake, ...etc).
How to choose ?
 « Imagine » what are the words people use in their
researches to find products or services you are currently
selling, even when they don't know nothing about your
company and your website.
 Display the source code of your competitors' websites
to find out the keywords they use ( menu « display the
source »).
 Use a keyword generator (Google Adwords)

25. Natural Referencing
Optimize the source code
• CODE : Like every language, the source code of a website can be more or less well-
written according to the W3C norm and some sites offer the possibility to « validate »
the websites' code : http://validator.w3.org/, http://jigsaw.w3.org/css-validator/.
• META TAG : are hidden elements that allow search engines to find information about
the theme of the website. The two most important are the title and the page description.
• URL : It is the address that allows to locate each page of a website
(http://lesite.com/presentation.html)
There must be a correlation between the title, the URL and the content title.

26. Natural Referencing
External Links/Backlinks
Definition :
External links are all the interactive zones (text or image) which offer the possibility to the Internet user to open
another site with a click on it.
Link quality :
Every link is good to take but some have more « value » than others which means those from well-referenced
websites, in the same or complementary. Moreover, a link based on a clickable keyword is better than a simple
URL address.
How can you benefit from it ?
 While visiting portals and directories in the corresponding activity (artisans, industries, commerces, sports,
leisures, …)
 While subscribing to blogs, forums and do not forgot to put your mail address in your signature for example.
 While creating company pages in social networks des pages (FaceBook, Myspace, Youtube, ...)

27. Natural Referencing
Tools to improve the referencing
Free Google Monitor
This software enables to know
how your website or blog is
ranked in Google according to
the keywords typed in the
search engine.
You also can directly visit the
websites having the best
indexation on « your » key
expressions.

28. Natural Referencing
Tools to improve the referencing
Google Analytics
Google Analytics website is a tool of
quality.
Il offers for free various statistics :
• Global visit of the site
• Geolocationof the visitors
• Entry sources on your website
• Keywords used by the users
• Visited pages
• ...

29. Paid Indexing
Buy your visibility...
3 rules to keep in mind :
Paid indexing must be used for a precise objective and for a special target an a defined period ..
Paid indexing must be used for a precise objective and for a special target an a defined period
Paid indexing must be used to complete what can not be done with natural referencing.
Paid indexing must be used to complete what can not be done with natural referencing.
The advert must be carefully produced and attractive to make people want to click on it. Those
The advert must be carefully produced and attractive to make people want to click on it. Those
clicks must bring Internet users to a page which is in relation with the advert (landing page) in
clicks must bring Internet users to a page which is in relation with the advert (landing page) in
order to make them do what you want (book, fill a form...).
order to make them do what you want (book, fill a form...).

30. Paid Indexing
An advert =
•A title : 25 characters max.
2 lines of description : 35 characters max per
line.
•One URL to display (fictive)
•One destination URL (link to your page,
also called « landing page ») which may not
exceed 1024 characters.
Cost per clic (CPC) based on
Cost per clic (CPC) based on
keywords bids prices.
keywords bids prices.

31. Paid Indexing
More information on Google Adwords
More information on Google Adwords
Express.
Express.
A simplified version of Google Adwords for VSB's and small businesses.
Easy configuration and setting of the
advert.
No keywords settings (Google take care of
it).
Advert in relation with your Google Maps
page and so on with your geolocation (blue
pointer).
Advert that appears in the classic
sponsored links and in Google Maps (web
and mobile).

32. Webmarketing or E-marketing
Website
Advertisement

33. Affiliation

34. Affiliation
Among all the possibilities offered on the Internet to reach the users, affiliation, which
delivers a guaranteed return on the investmant, remain a « sure bet ».
Principle
For a merchant site, affiliation consists in offering a partnership contract to affiliated sites which
will represent more or less its « sales force ». Indeed, those websites will display the advert for
the affiliator and guide traffic towards its website. Results will determine the financial
remuneration.
Affiliation is a system based on the performance. So it is more direct marketing than advertising.
It is a long process that can be profitable in the long term. The content of the website must be of
high quality and be regularly updated to maintain users and customers' loyalty.

35. Affiliation
Among all the possibilities offered on the Internet to reach the users, affiliation, which
delivers a guaranteed return on the investmant, remain a « sure bet ».
Choose the affiliation platforms
Affiliation platforms is what we can call a « trusted third party », it is the intermediate between
the advertiser and the affiliated, this situation enables to evaluate the trafic correctly and the
turnover. Moreover, it guarantee that all the informations provided are « correct ». It is also the
platform that gives the technical solution to keep an eye on the traffic, actions and sales made
thanks to the affiliates.

36. The «display»
Display is an advertisement on the Internet. For that you buy a space and use graphic
or visual elements (désigne la publicité sur Internet avec achat d’espace et utilisation
d’éléments graphiques ou visuels (banners, pavers, etc.). It is what we could call « the
traditional or classic Internet advert ».
The website which displays the advertisement gets paid according to the CPT (cost per thousand).
It corresponds to how many time the add was displayed in the partners' sites. But it is possible to
use the CPC (cost per click) which corresponds to how many time Internet users click on the
interactive link.

37. Webmarketing or E-marketing
Mail Communication
emailing

38. Emailing campaign
Strengths
° Extensive but also customized and interactive
communication network.
° Profitable communication, this channel seduces the
advertisers because of the customized relationship it can
establish and thanks to the its cost/performance effectiveness
(better performances than telemarketing).
° Low implementation cost with an high contact response rate
(if the mail data base is well targeted)
° Possibility to use tracking tools (opening rate, link clicks
unsubscribe, ...)

39. Emailing campaign
Emailing campaign to increase
Emailing campaign to increase
customers' loyalty.
customers' loyalty.
When clients are directly and personally
targeted.
When it comes at the good moment
When it offers real advantages the
customers like.

40. Emailing campaign
Tool examples : Outlook, isn't an emailing tool !
Esending emails to your customer one by one is easy.
Send a large amount of emails is a real job !

41. Emailing campaign
Where to find addresses ?
Your own clients addresses
addresses of your own customers represent the most important source of addresses for direct marketing
Addresses of interested people that had been obtained in different ways
You always know more about people who are interested in what you're doing. Their addresses are so almost as precious as
the one of your own customers.
CD directories and phone books
Directories are generally very actual. Be careful when you read the terms and conditions of the licence to be sure that you
will be able to use those addresses as you want to.
CD and DVD address directories
It is less expensive than the addresses you can buy or rent thanks to an address broker. The advantage is that you can use
selection criteria.
Address broker
You can buy or rent addresses from an address broker for only one advertisement sending.
http://www.sncd.org/membres/accueil_tpm.php
http://www.gfm.fr/

42. Emailing campaign
Respect the legislation concerning the personal data protection.
CUSTOMER RIGHTS
CUSTOMER RIGHTS YOUR OBLIGATIONS
YOUR OBLIGATIONS
Collect data with consent
Collect data with consent
Right to information
Right to information
Collect data in complete transparency
Collect data in complete transparency
Right to opposition
Right to opposition
Right to access
Right to access Keep data confidential
Keep data confidential
Right of rectification
Right of rectification Respect the purpose of the file
Respect the purpose of the file
Keep data for a limited period
Keep data for a limited period
Protect the data collected
Protect the data collected
Declare files to the CNIL
Declare files to the CNIL
Opt’in
Opt’in File to declare to
File to declare to Unsubscribe link in each mail
Unsubscribe link in each mail
Contact
Contact the CNIL (ici)
the CNIL (ici)

43. Webmarketing or E-marketing
Mail Communication
newsletter

44. Newsletter
Why creating a newsletter ?
As we are now working with RSS feeds, is the newsletter a
poor communication tool ? Some think so but it is clear
that it still has its importance.
A rendez-vous
Regular, daily, weekly or monthly rendez-vous, the
newsletter is an excellent tool to get the loyalty of your
readership or customers.
It is also a privileged space where you can act different
with your customers. The tone is different, the customer
will feel closer to the brand or the company than he will on
your website.

45. Newsletter
Pay attention to the content
OBJECT
Do not be afraid to display a part of the summary (some keywords) in order to make people want
to open the mail.
INTRODUCTION
Try if possible to get closer to your customer in the style of your letter, try to create intimacy.
SUMMARY
If your letter is in HTML format, give the possibility to click on internal links in the summary.
MESSAGE BODY
In the text, do not say to much and try to make the customer much more curious about you.
Make them want to know more ! Also, use distant pictures, named with their URL.
LETTER FOOTER
It is good, at the end of each e-mail, to give the procedure for unsubscribing.

46. Webmarketing or E-marketing
Social Networks

47. Social Networks
Facebook
We could say that the main objective is to make the life of the
tourist easier and to give him the possibility to make choices. Here
are some habits we can mention :
• Offer an advice : about the destination, about the interests of the
tourist, about the activities, leisures and events.
• Offer good plans and tips : accomodations, transportation,
services.
• Allow fans to participate to the animations : offer reviews,
recommend places to see or activities…
• Turn your fans into ambassadors of the destination : photo
sharing in particular.
• Inform tourists : news, events day to day.

48. Social Networks
Among new online marketing development models
we can find social networks, deep pool of skilled
contacts.
Twitter
The micro-blogging site, Twitter, which economic model
is still not finalized, tries to seduce advertisers. Its
service @anywhere allows to create direct links towards
partners' websites. In doing so, Twitter tends to facilitate
the integration of affiliated websites' content in the site.
It will be possible thanks to a new application to create
direct links towards people and brands Twitter accounts.

49. Social Networks
Facebook advertisement (individual customers)

50. Social Networks
Facebook advertising ( individual customers)

51. Social Networks
Linkedin advertising (« business » clients).
https://www.linkedin.com/ads/

52. Webmarketing or E-marketing
Geolocation

53. Geolocation
A potential still under-exploited :
It consists in being able to determine the geographical postion of an individual in order
to adapt the communication and the commercial offer. We are no longer targeting a
sedentary customer but a nomadic consumer.
The potential intrusive nature of geolocation is compensated by the fat that the
consumer always has to give his approval to be geolated and then approached. As a
last resort, the consumer only can decide to be « geolocated » permanently or
temporarily if a service may reach its interest. Well-designed, connected to websites
or smartphones, geolocation opens infinite prospects.
Example : dis moi où http://dismoiou.fr/pro/

54. Geolocation
A potential still under-exploited
Geolocation : 71% of Geolocation : Why
mobile internet users should we use it ?
already used it
It is possible to locate in real time every individual having a mobile, and to know where
he goes. Would you like to have the possibility to forbid commercial companies to
know where you are ?

55. Webmarketing or E-marketing
E-reputation

56. E-reputation
E-reputation is an emerging term which qualify the reputation of someone or something
(brand, product, trademark...) on the Internet. We can see e-reputation as all that can be
said about someone or something on the Internet (websites, blogs, social networks...) or
by mail.
Issues
Internet is a particular media which allows to accelerate the communication process.
But this advantage can also turn into a weakness sometimes, because it is difficult to
control all the informations and some can be embarrassing.
The opinion of an anonymous has more impact than an advertisement/commercial of
the brand. However, a review can be positionned really well and appear in the first
page of results of the search engine.
White paper to download :
http://static.vinivi.com/download/livre-blanc-ereputation-hotellerie.pdf

57. E-reputation
Half of the Internet user expresses on the internet!
Internet users are more talkative than
they were
56% of them take the floor
Source: Scan Blog –Open Mind –Nov 2010

58. E-reputation
Reviews websites
Travellers reviews websites
Forums
Multimédia sharing sites
Blogs
Social Networks

59. E-reputation
E-commerce sites and specialized advertising websites
Gîtes, Chambres
Hôtels Campings d’hôtes

60. E-reputation
Reviews website
It has a really important rôle in your Google Maps positionning and so on in your web and mobile visibility.
It ensures a real visibility on mobile supports thanks to several applications.
Ex :Tripadvisor application has been
downloaded more than 20 millions time
(February 2011)
1 million Qype application downloads.
Even on GPS !
TWITTER, EXPEDIA, YELP ET TRIPADVISOR SUR
TOMTOM

61. E-reputation
Reviews websites
3,25

62. E-reputation
Impact of social medias is huge !
56% of the Internet users have already graded or written reviews (Source : FEVAD - Médiamétrie – July
2011)
21% of the Internet users buy a product after having read informations in a blog
(Source : E.Marketer – www.emarketer.com – 2009)
13 millions of French Internet users read comments in forums in December 2009 ( + 10% in
a year). 6 millions of them admit they write on those forums (+8%). (source : Médiamétrie - 2010)
There is a total of 25 millions active Facebook users in France ! (source : journal du Geek – december 2011)

63. E-reputation
Individuals reputation
Be careful with social networks...
Companies reputation
A discontent customer is no longer isolated and can easily find other consumers that share the same
opinion. Those people gathering together can play an important role in the success or the failure of a
company.
Keep an eye on your e-réputation
° Travellers review websites : Tripadvisor, Trivago, Zoover, Booking.com, Venere.com ... etc.
° Google Alerts : It is an ideal watch tool that sends emails regularly.
° Facebook : new groups, that show the discontentment of the users.
° Twitter Search : Search engine for the last tweets in the micro-blogging service of Twitter.
° Google Blogsearch: Google search engine for blogs

64. E-reputation
Methods to react
Have talks
Take into account to what the Internet users think. It is the best
behaviour to have. It proves that your company is open to
receive critics from the consumers and take it into account to
improve
Do not act
Each critic is not good or based on facts. It can take a certain
time to answer to the consumer, so do not take care of minor
incidents because it would give credits to it.
Try to make people forget about bad informations
It is one of the methods that consists in spreading new
informations to make the bad ones disappear.

65. PROCHAINE REUNION A LA
BOURBOULE :
 INTERNET MOBILE ET TOURISME
Le 12 mars 2012

66. COMMENT VOUS INSCRIRE A LA PROCHAINE REUNION
et AUX FORMATIONS PROPOSEES PAR LE CRDTA ?
Rendez-vous sur le site pro du CRDTA : pro.auvergne-tourisme.info
(rubrique acteurs du tourisme / Formation et l’e-Tourisme de A à Z)

67. Merci
Vos contacts :
CRDTA Pratic Clermont-Ferrand
Karel CHAUCHEPRAT Claire BUISINE
karel.chaucheprat@crdt-auvergne.fr buisine@pratic.org
Tél : 04 73 29 49 67 04 73 15 06 10
Sylvain PASCAL
pascal@pratic.org
04 73 15 06 12
Membre du réseau Cybermassif