How does a newly-started travel website conduct online marketing?

1, direct marketing: refers to websites that directly provide various tourism products, such as routes, air tickets, hotels, tickets, etc. Visitors can purchase directly after browsing. Ctrip and Tuniu are typical direct selling websites, and the main purpose of tourists on the website is to buy products.

2. Indirect marketing: the website does not focus on tourism products, but appears in the form of travel guides, travel notes and communities. Let visitors interact with the platform and even create content. Take the hive as an example. We all know that we can go to the hive to find raiders and travel notes, and the hive has become a platform for tourists to communicate and interact.

3. Auxiliary marketing: This is a marketing method for tourists and members in the website, which mainly stimulates users' activity and attention through points strategy, coupon strategy and special activities. It is an important means of website marketing promotion.

Our product manager made an in-depth analysis of online travel websites. After 7 days and 7 nights of sorting out and summarizing, he put forward the concepts of direct marketing, indirect marketing and auxiliary marketing, which were deeply integrated with Situ management system to help tourism enterprises manage websites more systematically from their own business and carry out Internet marketing more easily.

Direct marketing. We just want to sell products.

Direct selling is the main purpose of selling products. Such websites usually have a huge product library and attract users through products and services. They hope that after users come to the website, they can quickly complete the steps of purchase conversion. Therefore, the focus of the website is to carefully package products and attract users' attention through products.

Taking the line products as an example, the website focuses on describing the itinerary and various precautions in detail, clearly marking the price, and carefully designing the product pictures, which will directly present the product information to the tourists, directly affecting the tourists in a short time, prompting them to make quick decisions, and then transforming consumption.

OTA, represented by Ctrip, Tuniu and Qunar, adopts direct sales. Their core business is selling tourist routes, air tickets, hotels and other tourist products, and the primary purpose of users visiting the website is to buy products.

Indirect Marketing: Building User Interactive Community

Indirect marketing does not directly sell tourism products, but cultivates user stickiness through content+interaction. Through quality raiders, travel notes, questions and answers, etc. We will build a user community and inspire users to independently write content and share communication. Users' travel strategies and experiences can be deposited on the website, which will bring traffic and form a highly active tourism community through user interaction and sharing.

Mobility and real-time will fully tap the value of users' high activity, and provide users with online and offline integrated experiences and purchases such as real-time strategy decision, information prompt and product recommendation through mobile information flow and online reservation system. Further improve the user's stickiness and increase the transaction frequency.

It is an indirect marketing strategy for users in the tourism community to build an active platform for users, take the tourist destination guide as the core of the community, face the pre-trip market, and spontaneously create high-quality Raiders and Travel Notes (UGC) by users.

Auxiliary marketing: an important tool for active users

By the way, auxiliary marketing is a marketing tool that supports direct marketing and indirect marketing. Websites that sell products and websites that store content can stimulate users' activity and attention through integral strategy, coupon strategy and special offers.

Situ Tourism CMS deeply integrates direct marketing, indirect marketing and auxiliary marketing.

In this CMS system update, we integrate the concepts of direct marketing, indirect marketing and auxiliary marketing into the original products to provide all-round marketing support for tourism websites. At the same time, we also summarized the characteristics, advantages and disadvantages of direct marketing and indirect marketing.

The product category is direct marketing, where users visit products and place orders to buy them.

Article category is indirect marketing, which establishes the stickiness between website and users through content and cultivates users' activity.

Marketing application is auxiliary marketing, which provides support for product sales and user precipitation in the form of points, coupons and special topics.

Tourism enterprises should choose their own marketing strategies according to their own positioning and product advantages. If you have a product and want users to buy it at buy buy after coming to the website, then choose direct marketing. Use Stuart's route, hotel, car rental, tickets and other applications. If you edit and maintain the products carefully, you won't worry about whether users buy them.

Indirect marketing is the best choice if you want to stimulate users' interest, guide users to interact, keep users active on the website and finally complete the purchase conversion. Install the application of thinking strategy, travel notes and question and answer, impress users with content and influence users' purchase.

Of course, if you have rich products, you can continue to produce high-quality content. Congratulations, then. Combining direct marketing with indirect marketing will definitely form a brand and market influence more quickly.