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Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
Search Marketing In Airlines
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Search Marketing In Airlines

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An overview of Search Marketing in the airline business

An overview of Search Marketing in the airline business

Published in: Marketing
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  • 1. Search Marketing in Airlines
  • 2. What is the airline customer engagement model?
  • 3. Context: Buying airline flights • Low interest purchase – semi-commoditised • Savagely competitive • Get transaction done in fastest possible time • Work PC is source of the majority of online travel bookings Email is the driver • UK and Ireland are driven by airlines with market power
  • 4. What’s my model of online marketing activities? What’s my model of online marketing activities?
  • 5. Acquire, convert, retain • SEM • Email • Affiliate • Banner • Video • Viral • RSS • Online PR Convert Retain and Grow Acquire • Usability • Site design • Tracking code • Copywriting, content • Functionality • Site security • Good calls to action • Site speed • Offers and promotions • 4 stage process • Customer service • Email • Personalisation • Site security • Referrals • Research, Test & Measure • Analytics • Site performance • Online surveys • Usability
  • 6. Touch strategy – post purchase retention Confirmation page HTML Itinerary email Sent With ancillary offers Flight Reminder [Carhire, Hotel] Online check-in M-Ticket
  • 7. The challenges of airline marketing
  • 8. • No spend, no results •Advertising is the channel • ‘The consumer is NOT a moron’……but :-) •CRM is a waste
  • 9. How do you stand out 1?
  • 10. How do you stand out 2?
  • 11. Learnings
  • 12. Learnings: display • ContiWnuhouast twaielo rheda vpree sleenacrened • Bump up ad presence during peak buying season and reduce in off peak • Buying larger amount of inventory upfront: value and cherry pick • Creative: use cliches • Two ads to play on the webpage at the same time = higher response rate • Monday to Thursday - reduce other days • 4 times more expensive in IRL - BUT - CTR IRL - 0.49 v 0.28 in UK
  • 13. • Segment Geographic targeting with location specific deals more effective than generic emails How we make it work: email • Personalise • Best days to send Communications early in the work week or weekends have the highest high open and click rates; Mondays being the best, followed by Tuesday. • Best times to send Midday or 10am • Subject line 35 or fewer characters • How often???? Learnings: email
  • 14. Thoughts and takeaways • Customers are ‘trained’ by somebody else – who is training your customers? • What if the boss is technophobe? CHEAT Davechaffey.com, eConsultancy.com, slideshare.net, scribd.com, Laura ries blog, guy Kawasaki blog • Use ‘Test, learn, refine’ model or as I prefer: ‘Ready, shoot, aim’ • ‘Do the Math’ Online has can be measured to the nth degree - requires numbers savvy staff • Email database is the new real estate - always be building a database.

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