FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 4 1 I NTRODUCTION Fortified historical monuments are an important part of our cultural heritage. They served to pro- tect people and goods, and shut out their enemies. These witnesses of armed conflicts and hu- man history now form a highly attractive tourist product that are unparalleled in their diversity and spread across the world. However, like any other product it must be professionally marketed to survive the battle for customers. FORTE CULTURA for the first time provides the ability to anchor fortress and heritage as a joint product under the label of a cultural route in the tourist market. Online marketing is an essential part of any marketing strategy and includes measures that will be taken on the Internet (World Wide Web), such as e-mail marketing, search engine marketing and image building on your own website. The Online Marketing Guide takes you into the world of Internet marketing and teaches you the basics and strategies of successful product presentation. Begin to work actively on your publicity on the Internet. Draw attention to yourself, make it easier for potential customers to find your fortress, deliver targeted information and turn passive Internet surfers into paying visitors and purchasing online shoppers.