This document discusses Air France's online advertising strategy and key performance indicators. It finds that while the airline industry has traditionally been competitive, the internet has significantly changed the industry by allowing direct booking from consumers. Air France has developed an online presence to take advantage of this shift. The case study analyzes Air France's search advertising campaign, finding that branded keywords performed best. It provides recommendations to optimize spending across search engines and keywords to improve returns.
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
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Aqualisa Quartz - Simply A Better Shower (HBR Case Study)Arjun Parekh
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Clique Pens - Case Study Solution by Kamal Allazov (Essay type)Kamal Allazov (MSc.)
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In all markets, the online classifieds segment is highly competitive. The advertiser has significantly more choice than they did in the past. There are dedicated vertical sites (for cars, jobs and homes) as well as general classifieds sites (horizontal) that service all markets. Is this a winner take all market or is there room for both horizontal and vertical players. Simon Baker, the Chairman of the Mitula Group and former CEO/MD of the REA Group in Australia, will discuss what the likely outcome is by looking at what is happing in the highly competitive online real estate segment.
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The largest Bangla Language news portal in the world is ready to meet the needs of its valued clients by offering new and innovative solutions in today's digital bangladesh
10 Video Ideas Any Business Can Make RIGHT NOW!
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Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
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Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
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more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
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These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
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People who are at different stages of a conversion funnel use different types of keywords.
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Key Takeaways:
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So is there science behind what makes people absolutely irresistible on camera?
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Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
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CWV Topics include:
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Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
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2) ‘Alternative’ Lead Gen - Advocacy
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Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. Brief Overview
•
•
•
New value proposition for Air
France : Book at anytime from
anywhere
Online advertising : Marketingmix
Tools and strategy
Key performance indicators and
optimization
Case study
3. Industry (traditionally)
• Dominated by several big companies:
American Airlines as biggest airline
SkyTeam Global Alliance main actor in
Europe
• Not yet profitable (1996-2006)
Average airline industry ROIC = 5,9 %
Average US industry ROIC = 14.9%
• Airline traffic growth > global economic
growth
• Increase in demand for air travel (+50%
between 2000 and 2006)
4. Competitive Landscape
• Low Cost Airlines -> prices decrease ->
shift to price or service competition?!
• Powerful Suppliers
– Aircraft industry: mainly dominated by
Boeing and Airbus
– Pilots Unions: highly qualified
workforce
• Intensive lobbying
• Government policies
• Important barriers to entry
=> highly competitive Industry
5. Internet impact on the industry
• Internet is an appropriate medium for airline
industry
–
–
omnipresent, fast
multitude of advertising tools and possibilities
• Obsolescence of travel agents -> now Direct
Distribution Channel
Bargaining power shifts to consumers
• Enhanced the development of Low Cost airlines
• Emergence of different kinds of online flight
sales platforms: travel aggregators and travel booking
alternatives (Kayak, Orbitz, Expedia)
6. Air France Online
•
•
•
•
•
A reassuring place to purchase
online
Integrated high performing search
engine
Additional services and information
Promotion and discount
information of flights
Branding and differentiation
8. Search engines market shares
US Share of searches
August 2007
Source: Nielsen NetRatings
9. SEO : Visibility on search engines for
“free”
o Organic search results
o Long-term process
o Essential marketing tools for web-site
SEA : Visibility by buying keywords in
order to appear in the paid search results
o Allows to reach top of search’s result on very
popular keywords
o Immediat result
o Better target audience and attract "best
quality" prospects
o Googel’s Adword is a greater PPC market share
than 70%
10. Internet marketing
Display : Advertisements appear on web pages in
many forms often as banner
o Main objective : promotional branding
o Easy targeting of the demand and tracking of the campaign
performance
o Short time campaign using CPM model : Cost Per Mille
Affiliate marketing : a performance-based
marketing
o Create a sustainable network of partners over the time
o Buyer commission’s program on sales
o Prospects : pay per form receive - CPA (Cost per Action)
11. •
Online advertising•
•
Fantastic tool to increase the ticket sales
Online sales represent more than 50% of
overall sales
Airline market is optimal for online
advertising
•
•
•
•
•
ticket printing
already built system to communicate with travel
agents
Qualified and optimize advertising cost with
a great return
Decreasing prices
Customers can book everywhere & anytime
12. Air France web-marketing campaign
•
•
•
•
•
In 2007 online ticket revenues continues to
grow
Due to succes of affiliation campaign
The competition in Search Engine advertising is
increasingly strong
o $9,4 billion expenses in the SEM channel in 2006
Efficiency optimization in using more effective
mix of tactics
Had to analyze the SEA campaign results to
optimize future campaign performance
13. Key Performance Indicators
•
•
•
•
•
Click Through Rate
Conversion Rate
ROA (Return on advertising)
Average revenue per booking
Probability of booking
=> Comparison of different tools and
geographic zones in order to
determine the online marketing tool
portfolio
15. Investment for each publisher
-
Most of the budget is
spent on Google
Adwords
-
The agency allocated a
weak budget on Yahoo
despite of an excellent
conversion rate
- Overture has a low cost
per click and a
ridiculous probability
of booking
- MSN has the highest
cost per click in the US
16. Efficiency for each publisher
- Overture: a wide traffic
which is not qualified
- MSN: a good
conversion rate and a
good potential
- Google: great visibility
and colossal
audience
- Yahoo: by far, the best
performance in
proportion of
investment
17. Efficiency for each campaign
Branded exact keywords
are the most
profitable
(ex: “airfrance”)
Branded keywords with
destination are
profitable (ex:
“airfrance to paris”)
Geo-targeted and generic
terms are not
profitable
(ex: search from NYC)
18. SEA recommendations
•
•
•
Air France must invest more on MSN
and Yahoo due to the weak competition
on these
Air France must maintain strong
investment in branding, less in generic
keywords (ex: “cheap flight”)
Air France must improve his website
features and price policies in cities with
larger airports
19. Key Facts
• Internet made substantial
changes in the industry
• Online Marketing is a valuable
tool for Air France but requires
specific know-how and
important investments over the
time
• Optimization of search of Air
France
20. Changes and Outlook
• Airline industry today:
– Air travel in emerging countries is rapidly
growing
– Luxury airlines are rising
– Low Cost Airlines are upgrading
• Air France today:
– Increasing importance of affiliation via
booking platforms
– “New” Marketing tools : SMM, Retargeting,
RTB, etc.
– Big Data
– Increased competition
21. Thank you for your attention!
We hope you enjoyed our presentation and we
would be delighted to welcome you on board of
our next Air France flight!