Question

Topic: Strategy

B2b & B2c Marketing Strategy For Online Portals

Posted bymothicyon3/23/2010 at 2:56 AM ET 125 Points
I am a Marketing Manager and new to the travel industry. Would like to know what would be the right strategies for B2B and B2C target audience for an online travel portal.
e.g. strategies for communication, acquisition of new customers, cross-sell & up-sell and retention of customers. Anyone has any idea?
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RESPONSES

  • Posted bymgoodmanon3/23/2010 at 3:08 AM Accepted
    Well, you've certainly started with an unreasonable target audience. B2B and B2C doesn't leave out very many people. Let's start by narrowing that audience so you can be more focused in the marketing plan.

    Where does your primary target audience live? Are they in Asia, Europe, the Americas? And what do you know about their current travel habits, practices, needs, values, attitudes and decision-making process? Demographics? Psychographics? Tell us about what makes these folks tick.

    Once you have that information, we can get into your company's reason for being. Why should someone come to your portal? What benefit do you offer that is important to them? Who else offers the same, or a very similar, benefit? What makes you different and better?

    As the Marketing Manager, you need to have this information clearly in mind before you charge off and develop strategies for communication and all the other things you list. And we need that information if we're going to be of any help to you at all.
  • Posted bymichaelon3/23/2010 at 7:35 AM Member
    Moth man,

    Hey...you're crowding my space!

    Seriously. I hope you're planning to target a specific market..without turning away any other comers.

    Cross-sell and up-sell are all about web design. Just make sure you have extras in there. Links to companies likewww.call-in-europe.comare good. They pay commission if you sell their service thru your portal. Travel insurance, same deal.

    Retention is about follow up but pre-trip contact is what seals the deal. That's when customers worry the most.

    Let's see. Communication. Ok, you're an online portal. All communication should be online. That solves that one.

    Customer aquisition. Be where your prospect is before he buys. That goes to Mr. Goodman's comment about narrowing your focus.

    If you've just joined a travel agency, you're not likely to get clear answers. You'll have to dig around and analyze it yourself.

    Welcome to chaos-ville.

    Michael
  • Posted byFrank Hurtteon3/23/2010 at 10:02 AM Member
    I for one would like to see a travel portal that worked on speed. It seems like every interaction I have with these things takes at least 25 minutes - which is about double what it should or could be.

    Further, I would pay a prememium for speed.
  • Posted on3/23/2010 at 2:03 PM Member
    Very informative comments. In your case, transact business online with clients, display surveys on your site so you'll get to know where your clients usually prefer to travel, and more importantly, update them on promo rates and other events.
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