The convenience of electronic marketing in tourism industry

Availability of electronic atmosphere by the result of the development of global information and communicative technologies and the large number of companies using the opportunities of this atmosphere in their working process is the most significant mark of economics. Todays` businessmen are actively using opportunities of information technologies. In most cases, the usage degree of it signs the success of running business, and its place in inner and outer world market.

The Internet creates a good atmosphere. With the help of it the company can advertise its manufactured goods, carry marketing research, after trading it can continue communication with its clients. Private and not big companies are widely using electronic marketing based on information technologies.

With the development of tourism not only the place and role of participants of tourism and relations of them, and also philosophy of economic proceeding has been changed by the touristic marketing. System of worldwide information has made inefficient the way of traditional marketing going. Specialists working on the sphere of service wanting to use efficiently the opportunities of new electronic connections should take into consideration of that. There was a time that people could not imagine of computers fulfilling their difficult work in a few seconds.

Internet technologies are helping to minimize expense spending on international telephone talks and sending fax in touristic companies. Year by year the number of touristic companies using the system to book tickets and rooms in hotels is going up. Such systems give a chance to book room in hotel without leaving workplace and inform about price and choices. Before for these, it required long time and money. Nowadays agencies in systems are using last news, not last-year information.

There is a chance to watch a video or pictures about touristic goods, and read comments leaving from other users about that good. You can model your trip, adopt it for yourself. Tour agencies are rich of advertisements and interesting suggestions.

Electronic marketing is accomplishing electronic function by the Internet, information technologies and telecommunication systems. Electronic marketing is also called internet marketing, web marketing, online marketing or digital marketing. It plays a significant role in tourism industry and business.

To increase the role of function of marketing in electronic market it is necessary to develop following terms and factors:

• V    extension of the sectors of Internet network in our Republic;

• V    acceleration of preparing specialists of electronic business;

• V    development of infrastructure and info structure;

• V    increase the ability of payment of population and literacy about information technology;

• V    attract native and foreign investment for financing large-scale projects of developing network in the regions of Republic;

• V    enriching the native information resource with important information on the Internet;

• V    heightening functions of online shopping;

• V    creating legal stands to regulate connection tools and increasing developing process;

• V    preparing educational specialists and users of electronic marketing.

Methods of electronic marketing are:

• 1.    Search Engine Marketing;

• 2.    Display Advertising;

• 3.    E-mail marketing;

• 4.    Blog marketing;

• 5.    Social media marketing;

• 6.    Mobile marketing.

Search Engine Marketing is finding a lot of information with key word on searching systems such as google, yahoo, yandex. Every company and organization wants to be on the 1st page of searching page. By the statistical records 70% of people do not open more than 3 pages of finding results. The higher the rating is, the more sales of products and service of the company.

Display Advertising is an advertisement located on upper, down, right and left parts of frame shape showing pictures, text and video. The special in it is passing on the page giving a lot of information by the click of computer mouse on a small place. Nowadays a lot of mass blogs are using advertising banners of tourism.

E-mail marketing is sending information connected with business to a group of people to their e-mail address. In this the methods of opt-in and opt-out are widely used. If opt-in method is voluntarily getting information on their e- mail, the opt-out method is rejecting getting message from the 1st message of the addressee. Spam is not supported on e-mail marketing. Spam is compulsory messages coming to e-mail from unknown addressee.

Blog marketing is implementation marketing by the special web blogs for special theme. The specialty of it is the connection with social media marketing. Well-developed touristic blogs give a lot of beneficial information for future consumer.

The purpose of social media is to communicate with people sharing the same interests or activity. Mutual communication is fulfilled by inner e-mail address or system of exchanging messages.

Social networks, as other means of electronic marketing such as searching optimization, contextual and banner advertisements and traditional means of advertisements such as outer and television advertisements, have its advantages, such as:

• 1.    Users have the tendency to share the information, which is interesting for them, with their close people. This is reflected in social networks. With correct approach to this feature it is possible to spread maximally.

• 2.    In this mechanism so-called vires, which is spread rapidly, marketing is created, interest connected with the brand, users themselves disperse interactive supplements. Videos, info graphics and others can be considered as most used virus.

Social networks are based on the principle of “Wireless network”, there are 2 approaches:

First approach – mutual distribution, which means user sends information about the product to his/her surrounded people or pays attention to the content connected with this product.

Generally apart from the fact of idea of virus marketing occupying mind of specialists, the active development of the Internet and, especially, on social networks this idea is admitted and popularized.

This case creates too important condition for online marketing virus, the news get spread quickly, it sets fast and indivisible communication among people and creates an opportunity to understand and get the media information.

Mobile marketing is accomplishing the marketing actions with wireless telephones, phone equipment, telecommunication technologies and systems.

As a conclusion there are achievements of electronic marketing:

• >    Rising to the world market. Using of electronic marketing by companies gives an opportunity of endless expansion and rising to the degree of world marketing from native and inner market;

• >    Taking into consideration of Internet information, which means whether company runs its action or not, or for which product there are more demands, all these are created by the Internet;

• >    Saving money, this means not excess payment for advertisement. Speed of it with which not time-consuming to get necessary results;

• >    Speediness of exchanging information. Consumers can get important information about necessary product by Internet searching system or order needful product.

• >    Creates competition. Big or small companies manufacturing goods compete between themselves which is comfortable for consumer.

Electronic marketing activities shown above come out propose and reviews, today`s task is to employ opportunities of electronic marketing widely, which are come out opportunities of information technologies.