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L A N D I N G                 A N         O P T I M A L                 S E M        CLAUDINE HART / GARETH JONES / MONICA...
Competitive                                    Internet                                     Pricing                       ...
ECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
60%        50%        40%        30%                  48%                               42%        20%                    ...
Air France                 Media Contacts     KPIsInternational Growth        WEB VISITS        BRAND EQUITYIncrease Mark...
SEM                                             SEOECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
Search Engine Optimization                      • Simply put, working on your website to                        improve pe...
Search Engine Marketing                         Promoting websites by increasing visibility                         in SER...
User enters a query in a search  engine, say “red flowers”                  HOW   The system goes through                 ...
SEARCH                     AD                  Text that is                                               triggered by the...
NEGATIVE                                    Keywords for which  KEYWORDS                          you don’t want your     ...
NEGATIVE KEYWORDS    Keyword           Search Engine Clicks   Avg Cost per Impressions Volume of                      Bid ...
1. PLAN              4. RETIRE                2. BUILD                         3. MAINTAINECOSYSTEM   DIGI-MARKETING     K...
ECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
ECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
GOOGLE                                                  OTHER                                         5%                  ...
UNIFORMVS.DISTINCTECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
Branded                                                           Air France                                      Campaign...
SEM TOOLSECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
Fly Air FranceBUILD:                       Over 50 American Destinations From                             Paris. Book Your...
Keywordsfrom newyork to parisfrom paris to new york                               BUILD: Sample Adparis new york flightpar...
GEO-TARGETING  Geotargeting helps restrict  campaign settings to a particular  location (state/city/country)  For Air Fran...
MAINTAIN:UserAnalyticsECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
MAINTAIN: ADDITIONAL OPTIONS• DISPLAY ADVERTISING• SEASONAL CAMPAIGNS• SPECIALIZED APPLICATION  DEVELOPMENT• SOCIAL MEDIA ...
RETIREMENT                             STRATEGYECOSYSTEM   DIGI-MARKETING   KPIs   LESSON   STRATEGY
CLEAR SKIES AHEAD  THE PERFECT   INCLUDES: NEED TO ADAPT BASED ON    LANDING  RESULTS & CONTINUOUS MONITORING &           ...
THANK YOUFORFLYING WITHAIRFRANCE
BUILD: Contextual on Kayak: Banner + Text                             Plan A Luxury Holiday                             St...
Air France Digital Marketing Strategy
Air France Digital Marketing Strategy
Air France Digital Marketing Strategy
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Air France Digital Marketing Strategy

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A PPT I designed for a group presentation in my Digital Marketing course at HEC Montreal. MBA 2010.

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Air France Digital Marketing Strategy

  1. L A N D I N G A N O P T I M A L S E M CLAUDINE HART / GARETH JONES / MONICA KOBAYASHI / PATRICK LAURINMICHELLE MCINTOSH / DANIEL MORIN / FRANCIS PERANI / DIVYA RAMASWAMY / JARROD WARD
  2. Competitive Internet Pricing Policies Digital Advertising AF Customer Service increase international (E-Ticket) (SEM) economy class flight ( E-Services) market share Social MediaECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  3. ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  4. 60% 50% 40% 30% 48% 42% 20% 31% 10% 17% 3% 0% Msn Google Yahoo Aol Ask Jeeves SOURCE: www.leadgenerators.co.uk/articles/search-engine-demographics 2005ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  5. Air France Media Contacts KPIsInternational Growth  WEB VISITS BRAND EQUITYIncrease Market Share  CONVERSIONS • REPEAT VISITS  CLICK COSTS • REPEAT PURCHASES • DURATION OF THE VISIT • # PAGES VISITED AVERAGE COST PER CLICK SYNERGY BETWEEN SEO & SEM SALES CONVERSIONS INFORMATION CONVERSIONSECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  6. SEM SEOECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  7. Search Engine Optimization • Simply put, working on your website to improve performance • Aimed at improving PageRank and visits PageRank: The position of your website on organic search Determined by a search engine crawler using a complex algorithm Visits: User generated traffic to your websiteECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  8. Search Engine Marketing Promoting websites by increasing visibility in SERPs through multiple unique techniques: Search Engine Optimization Paid advertising (CPC, CPM, PPC) Contextual Advertising There are regular search engines and vertical search engines Example: www.kayak.comECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  9. User enters a query in a search engine, say “red flowers” HOW The system goes through DOES every advertiser account having the keyword “red flowers” A Based on the bid and the SEARCH relevance of the ad copy, ads are displayed on the SERP WORK?ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  10. SEARCH AD Text that is triggered by the QUERY COPY match of a search query and keyword SEARCH CAMPAIGN COMPONENTS BROAD MATCH e.g. red flower KEY PHRASE MATCH e.g. “red flower” WORDS EXACT MATCH e.g. [red flower]ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  11. NEGATIVE Keywords for which KEYWORDS you don’t want your ad getting displayed SEARCH CAMPAIGN COMPONENTS AD GROUP COST PER CLICK The maximum Keywords of a amount an advertiser similar theme is willing to pay for a grouped together particular keywordECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  12. NEGATIVE KEYWORDS Keyword Search Engine Clicks Avg Cost per Impressions Volume of Bid Click Bookings cheap travel france $0.48 20 $0.52 501 1 airfrance $10.00 907 $0.26 4352 26 airfrance.com $10.00 1260 $0.29 6231 32ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  13. 1. PLAN 4. RETIRE 2. BUILD 3. MAINTAINECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  14. ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  15. ECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  16. GOOGLE OTHER 5% 60% 20% YAHOO! 15% MSN MAY NOT BE EXACTLY TO SCALEECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  17. UNIFORMVS.DISTINCTECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  18. Branded Air France Campaign 30% Air France Flights Air France Tickets Location Based Air France Paris to New Online Account York Travel Aggregators (Contextual) Paris to Houston 70% Seasonal Campaigns Paris to AtlantaECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  19. SEM TOOLSECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  20. Fly Air FranceBUILD: Over 50 American Destinations From Paris. Book Your Tickets Today!! www.AirFrance.com/USASample Ad KeywordsGroups: airfrance “air france” france airAir France airfrances airfranceECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  21. Keywordsfrom newyork to parisfrom paris to new york BUILD: Sample Adparis new york flightparis new york flights Groups:paris to new york flightparis to new york flights Paris to New YorkNegative Keywordscheap Paris to New York Flightscheapest Comfortable Seats, Deliciousinexpensive Food, Great Service. Choose Air France!ship www.AirFrance.com/New_YorkShipsECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  22. GEO-TARGETING Geotargeting helps restrict campaign settings to a particular location (state/city/country) For Air France, currently, it’s not a good idea: People using Paris as a hub to travel to the US shouldn’t be excluded Google.com/Yahoo.com are global domains – essential that the ads be visible thereECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  23. MAINTAIN:UserAnalyticsECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  24. MAINTAIN: ADDITIONAL OPTIONS• DISPLAY ADVERTISING• SEASONAL CAMPAIGNS• SPECIALIZED APPLICATION DEVELOPMENT• SOCIAL MEDIA TOOLS• DATA SEGMENTATION• REFINE EXISTING CAMPAIGNS• IMPROVE SEOECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  25. RETIREMENT STRATEGYECOSYSTEM DIGI-MARKETING KPIs LESSON STRATEGY
  26. CLEAR SKIES AHEAD THE PERFECT INCLUDES: NEED TO ADAPT BASED ON LANDING RESULTS & CONTINUOUS MONITORING & TRACKING DRIVE VISITORS TO WEB SITE • SEO EFFORTS • EFFECTIVE CAMPAIGN OPTIMIZATION CONVERT THEM TO CUSTOMERS • USE SPECIFIC LANDING PAGES • EASY WEBSITE NAVIGATION MINIMIZE CLICK COSTS • USE APPROPRIATE BIDS • MIX & MATCH KEYWORD TYPES
  27. THANK YOUFORFLYING WITHAIRFRANCE
  28. BUILD: Contextual on Kayak: Banner + Text Plan A Luxury Holiday Staying at A Boutique Hotel in NYC? Let Air France Get You There! www.AirFrance.com/Paris_to_NYCKeywords Negative Keywordsluxury hotel cheapluxury boutique hotel cheapestluxury hotel suite inexpensiveluxury hotel room innluxury hotel accommodation Lodgeluxurious hotel

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