Grenada Hotel & Tourism Association

Leveraging the Power of the inbox – Marketing 101 Clevon J. Noel IT Officer Grenada Hotel & Tourism Association April 9, 2013

Grenada Hotel & Tourism Association To be discussed: What is Marketing Marketing entails s & Spam Disadvantages & Advantages

Grenada Hotel & Tourism Association What is Marketing

Grenada Hotel & Tourism Association Marketing The Backbone of Marketing is market analysis and understand

Grenada Hotel & Tourism Association Electronic Marketing Principle of Marketing are the same but in a DIGITAL context

Grenada Hotel & Tourism Association Marketing Technology is secondary Permission-based Value Exchange It’s a person experience Another e-marketing channel

Grenada Hotel & Tourism Association Marketing It is Measureable. We can track… –Open Rates –Click-through rates – Viral Activities Social Tracking Forwards etc. –In real time!

Grenada Hotel & Tourism Association Marketing Ensure date integrity –Automatically manage bad addresses –Display content accurately despite the client used –Empower user to update their own records Build profile over time –Segment messages –Feed you CRM –Include behavioral demographics Measure impact –Personalization works –Segment based on profile –A Call-to-action works

Grenada Hotel & Tourism Association Spam 4 in 10 Users have a SPAM filter 90% of spam is in English. 2/3 of all spam is related to pharmaceutical products. 1 in 284 s contain malware. 1 in 445 s are phishing s. As many as 95 billion phishing s were in circulation in (Pingdom, 2012)

Grenada Hotel & Tourism Association

billion – Number of accounts worldwide. 27.6% – Microsoft Outlook was the most popular client. 19% – Percentage of spam s delivered to corporate inboxes despite spam filters. 112 – Number of s sent and received per day by the average corporate user. 71% – Percentage of worldwide traffic that was spam (November 2011). 360 million – Total number of Hotmail users (largest service in the world). $44.25 – The estimated return on $1 invested in marketing in – Years since the first was sent, in – Percentage of that was malicious (November 2011). (Pingdom, 2012)

Grenada Hotel & Tourism Association What Does it Mean In spite the negative perception of as a marketing channel, the TRUTH is people prefer . Subscribers want relevant content Spam is an issue, so deliver in a way that ensures in it not mistaken for SPAM

Grenada Hotel & Tourism Association Disadvantages of Marketing Technology Fails –Broken Images –Server Traffic Create Suspicion –From address –People forget that they have subscribed Content –Not Valued or relevant –Wrong offer, wrong target, wrong time –Grammar Design –Affects people –If it looks clickable… Your Company = incompetent

Grenada Hotel & Tourism Association Advantages of Marketing Relevant - Segment User and Customer Database Information Consistent, Look and Feel, frequency Download Friendly Exponentially Better Ability to Track Sales and User Engagement Test Build Relationships Save the Planet with Marketing! must be differentiated in a way that it is: Relevant Meaningful Believable Defensible Your company = Loyalty

Grenada Hotel & Tourism Association Expectation Reply –Auto-response? When are you open for business –24hrs, 8 – 4, 9-5 Start Simple Over achieve Request Feedback

Grenada Hotel & Tourism Association Some Thoughts Marketing creates loyal relationship Marketing technology provide measureable results Be responsible for your action Learn the medium

Grenada Hotel & Tourism Association Thank You Clevon J. Noel IT Officer Grenada Hotel & Tourism Association