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Digital strategy
- 1. Digital Strategy Digital Strategy for Emirates Airline By Hao-Fen Chiu
- 2. 1. Define Target Audiences
- 3. 2. Build up “HUB” • Center part of a network • Official Website
- 4. 3. Set up Social Media Platforms
- 5. 4. Tagging is the trend
- 8. 7. Evaluate Budget Online budget calculator
- 9. 8. Use Analytic tools
- 10. Thank You
Editor's Notes
- Hi everyone! My name is Hao-Fen Chiu, I come from Taiwan, my major is psychology and I am Senior now. This Presentation is about digital strategy I planning to provide and suggest for my brand. As we know, it is hard for a company to survive and avoid shutting down under such a competitive environment. To succeed, we need to think some solution for it. But let’s talk about my brand first. OK, so here is the basic information about my brand. My brand is Emirates Airline. It iss based in Dubai, United Arab Emirates. The airline is a subsidiary of The Emirates Group, which is owned by Investment Cooperation of Dubai. Emirates is the world’s biggest international carrier and the largest airline in the Middle East. However, as we know, the aviation market is huge that there are lots of airline serving people across the world. How to make Emirates Airline earn more revenue in this market? In order to succeed and be remarkable in this market, the brand must put effort on propagation and developing unique marketing strategies. According to the lessons that teach in this class, there are some of digital strategies I can provide to Emirates Airline which can lead them to succeed in the aviation market. So let’s get into the topic. Here are the eight tips of Digital Strategy for Emirates Airline.
- First of all, no matter what kind of brand, each brand should define it’s target audience at the very beginning. According to their own perspective, what kinds of customers they want focus? Which level of customers a brand really want to serve? CEO? Businessman? Normal people? Or just cargo. As aviation market right now, the market is large enough that people all around the world are their customers. However, they also should define their specific target audience as their service base group. In addition, they should provide different services compare to other companies in order to succeed in the first place. As I know, since Emirates Airline already focusing on providing luxury environment up in the air, I believed their primary target audiences are business class people such as businessman, CEO and visitors. Upgrading class for those people who want to enjoy luxury environment. Emirates Airline updates their classes almost in every airplane to a higher-level compare other airplane. Their unique selling proposition is provide luxury environment up in air in order to serve upper class people or people who willing to pay more just to get a comfortable flight. So I think insofar they did good job on it and I believe they choose the right way define their target audience as upper class people. Even though most people want to pay less to take airplane, there are still people want to enjoy their time up in the air.
- Second, each brand should start building up their hub. According to the meaning of the “hub”, it can mean the center part of a region, network or any physical items. In this case, I think the hub can directly refer to the official website of a certain brand. As an internet era, people like to use internet to get news. Thus, building a “HUB” for a brand is extremely important. Let’s talk about what can a brand do in its official website. What can a brand do in their hub? As we know, the fundamental use of the website is to propagate their business objectives and provide a platform for customers from all around the world. Usually, customers can reach out to the brand if they got questions. What else can a brand provide on official website? It can provide information search about this brand, basic information about themselves, Q&A and so on. For example, if Emirates Airline want to build up their official website, they can provide flight information including booking flights, flights status, departure, arrival time, aircraft information and so on. Basically each brand can use this website to reach their customers in order to achieve their goals of earning profits. It is a good way and easy for customer to find them. In my opinion, I think it is inevitable to create an official website for a brand.
- So far, I think these two are the most important factors a brand should prepare before open out to the customers. However, there is another one that is important in recent trend in order to succeed. As we know, people around the world are using internet and some social media now. People login Facebook, Instagram, Twitter, Pinterest YouTube every day for several times. In order to satisfy customers from all over the world, Emirates Airline can consider setting up social media platforms that can take into account of the customers in every social group. I suggest they can start building up in some famous social media platform such as Facebook, Instagram, YouTube and so on. In those social media platforms, Emirates Airline can provides related information and post useful content about their company. Since their prior audiences are business class people, many people use social media multiple times a day including business people. And business people cannot work without internet so those customers can easily reach Emirates Airline by surfing on the internet and visiting those platforms. Some business people may even run their business through those social media platforms. Emirates Airline can also use social media as a platform to build up their own audience beside from primary target audience. Moreover, social media platforms are influencers that can help Emirates Airline promote themselves because people all around the world are using internet right now. I believe it could count as one of the good digital strategy.
- As more and more information can be found on the internet and more and more engine search can be used, tagging words for a brand itself become a trend for customers to easily and quickly find the sources they want. Customers can type certain words that can directly link to the related website of the brand which can represent certain brand. As most of the people around the world are using internet, the more unique tagging will become more remarkable. Thus, I believe tagging is also the trend right now. This is the fourth digital strategy that a brand can use. This content works effectively because tagging words and sharing status are the trend in social media channels contemporary. In addition, the tag should be constantly and consistently. If a certain brand want to succeed in internet marketing, it should create a special tag for their brand. Usually the tag a brand will use is the brand name. From the basic research I do for Emirates Airline, they already got one hashtag which is #Beingthere. If customers type “beingthere” on the internet, maybe they can find related information and news about Emirates Airline. However, I think they should create tags which are more remarkable and unique that can easily for customers to remember. Moreover, tagging can help ones achieved search engine optimization that the brand will appears in the top list of search results when customer google the name.
- OK, time to dive deep into mobile apps and mobile marketing. As college students more likely to use phones to surf, communicate and gather information. Also, people more likely to use smart phone right now which most people have one. I think brands need to pay attention to mobile experience if they want to win in the business market. Due to this reason, I think mobile marketing is an important issue for companies to pay attentions on in order to be parts of contemporary trend and succeed in business. People use and rely on smart phone daily. In order to catch users’ attention, one brand should expand performs to mobile phone. For instant, the brand should start building up mobile website for official website, or creating apps for their own brand to attract more customers. There are also many mobile marketing options that can benefit brand in certain ways. This service makes customers feel more engage and special that they can get the first hand news at any time and at anywhere they want as long as they got mobile phone. Moreover, the properties can come up easily on mobile devices that the interface is simple for any age group of customers to operate.
- The sixth digital strategy is inbound marketing. Inbound is a way to turn strangers into customers and then turn them into your own promoters. Use customers as your promoting strategy. By creating interesting content to attract a brand’s goal audience and eventually inbound attracts qualified prospects to your business and keeps them coming back for more. For Emirates Airline, it should make the marketing people like. I would suggest them to personalize the official website. Customers will feel they are special and unique when they operating website which leads them more willing to come back and book tickets once they want to travel. The team who run the official website of Emirates Airline should use content marketing. Blogging is a large part of inbound marketing. As I know, Emirates Airline already succeed in developing their inbound marketing which is good. One of the blog topics is “New Emirates commercial with Jennifer Aniston is carefully designed manipulation” that American actress Jennifer Aniston is the new spokesman of Emirates Airline. Another blog post is that “Survey on Emirates employees’ satisfaction result” which Human Resources managers conducted a survey on employees’ satisfaction. I think both of these blog will connect to the audience who probably are Jennifer Aniston’s fan that will follow her news.
- Last but not least, the brand should evaluate the budget before they decide to open out. To make sure they got enough money to afford and will not exceed the budget they already have. I think it will be safe if they can evaluate budget first. So people will ask how to evaluate budget? The brand can evaluate budget from online. If a brand already have enough money, then maybe they can find experts to help them with that which can be more specific and more problem oriented. According to the research I search online, I find a budget calculator that the budget allocation included content, mobile social, email, PCC and SEO. These five are the basic needs in order to develop a well digital market strategy. In this case, let’s just calculate out the general cost for Emirates Airline in the aviation market. So on the online calculator, I set my target market as national and the total annual revenue is about 3 million. The result comes out the total for Digital Marketing Budget is $14,400 per month. SEO is $5,040 per month. PPC is $1,440 per month. Social media is $5,040 per month. email is $720 per month, mobile is $2,160 per month and content is $720 per month.
- After all the digital strategy I listed above have been used, a brand need to determine if the campaign is successful or not. How can they evaluate if they success or not? They can use analytic tools to help them with this. Then, people will ask what can an analytic tools do. Well, analytic can measure KPIs by using clicks per news, website, articles. How many follows or followers the brand have for subscribe, how well is the engagement of the customers and many other factors can be the measure of a brand. There are many analytic can be found online and the brand can choose the information want to see which satisfy the brand. For the option of analytic tools, the brand can choose such as google analytic or KPIs can be the key metrics to track content or online marketing. Just follow the steps that provide online and the tools can help you out for the rest. In my opinion, for Emirates Airline, they can use PPC as KPI measure such as how many flights were book in official website or how many times people visited the Official Facebook Fan page and so on. It is important to use analytic tools because it can tell a brand if they are heading the right way of earning positive revenue or not.
- The era right now is everything internet. Everything can be done online now. Emirates Airline should keep in mind that the trend right now is online marketing. People usually solve everything through internet including doing homework, doing business, sharing information and so on. As the presentation come the end, let me repeat the eight tips of digital strategy I mentioned in the front. First step is to define target audience. Second, set up an “hub” which is official website. Third, build up social media platforms such as creating official fan page at Facebook, Instagram, Pinterest and YouTube. Fourth, creating unique hashtag. Fifth, developing mobile marketing such as creating official mobile apps. Sixth, developing inbound marketing that turn strangers into customers and turn customers into promoters. Seventh, evaluate budget by using online budget calculator and the last, use analytic tools help you see if you are success or not by using these strategy. In my opinion, as a brand trying to follow the habit of the customers and what the customers want, they will success in the first place. Just put customers in the first. After these eight tips of digital strategy, I hope Emirates Airline can use these small digital strategies to succeed in competitive aviation market.