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Introducing the

4C-MODEL from a traveler’s perspective

I am a traveler from Europe and I would like to show you how I am

looking for the best travel company.

That’s me!

WWW

I am looking for a website of a company that can help me.

CONNECT WWW

Step 1: Connect How do I find and select good tour operators and nice lodging in the

country I want to travel to?

CONNECT WWW

Step 1: Connect How do I find and select good tour operators and nice lodging in the

country I want to travel to?

search engine optimization (SEO)

search engine advertising (SEA)

tripadvisor

a company’s online marketing tactics

CONNECT CONVERT

Step 2: Convert I found a nice website. Now, what can I do on

that website? Find information? Request a quote? Book? And why should I book with them?

CONNECT CONVERT

Step 2: Convert I found a nice website. Now, what can I do on

that website? Find information? Request a quote? Book? And why should I book with them?

a company’s online marketing tactics

usability

persuasion

google analytics

CONNECT CONVERT

COMMUNICATE

Step 3: Communicate Ok, I checked the website, but have not decided yet. I’d like to keep in touch with these guys, so I can find them back later.

CONNECT CONVERT

COMMUNICATE

Step 3: Communicate Ok, I checked the website, but have not decided yet. I’d like to keep in touch with these guys, so I can find them back later.

a company’s online marketing tactics

e-mail

social media share content

CONNECT CONVERT

COMMUNICATE

e-mail

social media share content

Step 3: Communicate I recently traveled with this company. It was fantastic. So I reviewed and rated them on sites like Tripadvisor. Now new travelers can

read about my experiences.

CONNECT CONVERT

COMMUNICATE

e-mail

social media share content

Step 3: Communicate I recently traveled with this company. It was fantastic. So I reviewed and rated them on sites like Tripadvisor. Now new travelers can

read about my experiences.

reviews & ratings

encouraged customer activity

CONNECT CONVERT

COMMUNICATE

Step 4: Control I found out that booking a long haul trip is quite a

complex process. So what I like best are the companies that have a smooth customer experience.

CONTROL

CONNECT CONVERT

COMMUNICATE

Step 4: Control I found out that booking a long haul trip is quite a

complex process. So what I like best are the companies that have a smooth customer experience.

CONTROL

efficiency priorities

project management

a company’s organizational tactics

CONNECT CONVERT

COMMUNICATE

CONTROL

Aha, I get it: it is the 4C-model! ;-) 4C-MODEL

CONNECT CONVERT

COMMUNICATE

CONTROL

4C-MODEL

efficiency priorities

project management

search engine optimization (SEO)

search engine advertising (SEA)

tripadvisor

usability

persuasion

google analytics

e-mail

social media share content

reviews & ratings

Aha, I get it: it is the 4C-model! ;-)

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Introducing the

4C-MODEL from a traveler’s perspective