• CHAPTER THREE
  • Investigating Internet Marketing Strategies among Hotels in Ghana




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    2.4 Internet Tools

    Figure 2.7 Online Marketing Tools
    Source: Reed (2011); Choosing online marketing tools
    According to Reed (2011) apart from a company website and email, the two broad categories of internet tools are content tools and outreach tools. While outreach tools enable the business organization to network on the internet, content tools provide the platform for valuable information that can be located and passed on from the internet. Content tools are in four main categories – audio, video, images and text.

    Online marketing tools has been categorized into 4 main groups according to (Thomson, 2005).

    Tools to attract customers - websites

    Tools to engage customers - forums

    Tools to retain customers - setting up loyalty programs

    Tools to learn about customers - webpage tracking devices

    Tools to relate to customers - providing personalized communications

    with customers


    Some of the internet marketing tools include Social networks, Publishing , Photo sharing, Audio streaming, Video streaming, Live casting, Virtual worlds, Gaming, Productivity applications, Mobile applications (Safko, 2010).

    CHAPTER THREE



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    Investigating Internet Marketing Strategies among Hotels in Ghana

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