This 42 slider deck shares 14 ideas for airlines to study, evaluate & adopt as part of their digital marketing plans for 2014. The deck includes case studies to support each idea.
The fundamental premise being how can airlines leverage on digital to engage & add value to their customers before, during and after their flight?
5. Travel sites are expected
to receive 50% traffic from
mobile devices by 2014 & the
industry has one of the highest
smartphone conversion rate.
Is RBA accessible via
mobile & mobile
ready?
6. Its criminal not to be present when someone is
searching for you. Ensure that your airline’s web
properties are optimized for natural search!
7. Leverage on Google’s Rich Snippets. They deliver
convenience to customers & great value to travel
brands!
9. On average, travel purchases see 5-6
media exposures before converting, hence
reach & frequency matter in digital
10. Research indicates that while paid search
alone drives 71% higher AOV, integrating
it with natural search has higher ROI
potential
11. Complement your search ads with Google
Display Banner Ads – they drive higher
conversion for the travel sector!
12. In 2014, get ready to roll out interactive
video ads through YouTube & Facebook!
13. Manual media buying will give way to
Programmatic buying for higher
efficiencies
SouthWest Airlines &
Airtram Airways are
amongst the global Top
10 spenders on
programmatic media
buys!
14. Be accessible via social channels & allow
customers to buy through Facebook &
Twitter
18. Can we have an initiative to convert at
least 20% of our regular flyers into fans?
• Through in-flight Wi-Fi
• At your lounges
• While waiting for
delayed flights
• Offering exclusive
promos to Fb fans
19. 4.
Trigger emotions by narrating
you airline’s brand story
through real, transparent,
humorous anecdotes
20. Create content that is real & shareworthy
for it to potentially go viral – Your own
Reality TV Show!
30. Embrace yourself for Big Data Analytics
tools like GA Premium & Hadoop to
understand & monetize demand and
purchase preferences
• Optimize air ticket prices
• Optimize online sales
• Cross & up-selling
opportunities
• Weather forecasting
to optimize fuel loads