Digital Marketing Transformation Covering Group Online Sales, E-commerce

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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, Turkey
• fazliyildirim_at_gmail.com

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CONTENT

• INTRODUCTION
• METHOD
• RESULTS
• CONCLUSION

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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.

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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.

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RESULTS
Hotel 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 market Europe, Middle East Europe, Local
Hotel Spec. Inter C. Inter. C. Nat. C. Nat. C. Nat. C. Nat. C. No chain No chain
Hotel Spec. Business Leisure City Business Leisure Business Conven. City Business City Business, City
Hotel Spec. 2007 2011 2009 2010 2002 2012 1960 2007
ERP Opera Software Opera Software Opera Software Opera Software Opera Software Opera, Logo Tiger Opera, Logo Odeon, Logo
ERP Yes Yes Yes Yes No No Yes Yes
CRM Yes Yes Yes Yes Yes Yes Yes No
CRM All channels Question Question. and e-mail Online, phone calls Question. and phone calls All channels Question. and e-mail Online, Question
CRM Yes Yes Yes Yes Yes No No No
CRM Point E. Point E. Point earning Yes Yes None None None
CRM Silver, Gold, Platinum Blue, Silver, Gold, Diamond A, B, C VIP, Club, etc. VIP No VIP1 to VIP5 No
CRM 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
CRM Yes Yes Yes Yes Yes Yes Yes Yes
CRM No Problems No Problems Abuse Abuse, no control mechanism No Problems Abuse, no control mechanism Abuse, no control mech. Misusage
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CONCLUSION

• Mobile 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.

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CONCLUSION

• Adapted group-on sales quickly, suffer about the
  customers quality.
• Group-on sales systems should take precautions
  not to annoy hotels 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.

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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.