The product strategy and mix in Singapore Airlines marketing strategy can be explained as follows: Singapore Airlines is one of the finest airlines in the world, known for its high quality service and classy experience of flying. (Maybe I am making the worst mistake of my life but still, I would like to test the waters. This infographic illustrates how technology sits at the heart of the sector and enables the incredible growth in Digital Marketing in the Airline industry we're seeing. The website is multilingual and multiregional and services are provided in approx 90 countries, the website takes up a simple directory structure with multiple directories for each language/country i.e. I can see a huge potential of dynamic Retargeting on custom segmented audiences. Talking about digital Channels and budget allocation again, inputs are not realistic, it is a tedious process based on many permutations and combinations, but  I will create a simple standard plan (derived from industry standard, infographic of Econsultancy). What could you implement that would give you a real competitive advantage? Etihad has a commendable presence on all of them, we can use ads on every platform but totally depends on our objective, i.e. *This is one area to work upon, a dedicated customer segmentation plan (demographically) for cross-channel promotion (Display/Video/Social/Search) can be executed (I can delve into details but without having the correct statistics it is a waste of time). in funnel approach, results could be miraculous. A Chartered Marketer, René authors the The Marketing Assassin blog, shares updates on Twitter @renepower and you can connect via Linkedin. Fill our new fleets seats within 6 months. Anyways, we can only identify the GAP areas after actual analytical data is researched i.e. There continues to be an explosion in air travel, which makes it a very lucrative industry to be in. Etihad can shift budgets and create a platform like above on which all the employees of airlines can engage, submit and vote ideas related to different sections i.e. Segmentation and retargeting lists will play a very significant role and here experienced marketer will create a difference. Below is just an idea i.e. Please note marketing nowadays is integrated i.e. 1,000 flights per week to over 120 passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas, US$7.6 billion and profits (EBIT) of US$257 million, Budgets (numbers for the sake of this project), Website Structure, Statistics & Analytics, Digital marketing Channels (Budget allocation). On current Etihad website I could see tags of below display agencies: Prospecting is the technique by which programmatic algorithms collect data of a particular segment of your website’s visitors and then search new prospects matching the same data i.e. If a passenger is reading a news story on their tablet, for example, it can also be displayed on the digital screen in the lounge, alongside real-time gate and boarding information, meaning all the information they need can be found in one place. Need a plan to create a winning marketing strategy, fast? $190 Mn i.e. and is continually innovating upon search technology. Have you plotted out how and where digital technologies could be brought to bear on your own customer interactions? Virgin Atlantic led the way with the first trial of its kind in London Heathrow’s Upper Class Wing, and has since announced that it will productionize Google Glass. rest are potentially weak areas we can concentrate upon i.e. Published forecasts predict the total number of people flying on U.S. airlines will increase by 0.8 percent from 2013 levels to 745.5 million in 2014 and grow to 1.15 billion in 2034. CHAPTER INTRODUCTION KLM: A Truly Socially Devoted Company KLM sets a global standard for ‘Customer Service on Social Media’ For more than 90 years KLM Royal Dutch Airlines … Segmentation helps the brand in understanding various groups of customers based on distinctive population variable.. Undifferentiated targeting strategy … This is one area which has the major vacuum, cause I cannot see much of the reliable traffic coming from Display marketing, neither on SD nor on TLD. In FB, the user is interacting with your ad in isolation giving you CTR rates of 1%-5% whereas in display network the best you can achieve is 0.14-0.4 (if you are lucky). In this article, we’ll look at the airline digital marketing strategy of Eva Air and how it proved to be successful for the airline … Phew! Your comments are welcome, I can be reached at:

Gaurav is the most powerful Digital Marketing Consultant in the world serving SMEs and Fortune 500 companies across the globe, he has been the founder of 4 companies and has experience in E-commerce, Finance & Real Estate. imagine a scenario in which people are holding their boarding pass, scanning the AR logo and feeling the in-flight experience on the phone itself. KAMAL UDDIN Professor Department of International Business Faculty of Business Studies University of Dhaka Sir, Subject: Submission of Assignment on “Marketing Strategy of Emirates Airlines” Here is the assignment you requested on 08 th July 2014 on the topic named “Marketing Strategy of Emirates Airlines” as a part of study curriculum of ‘Global Marketing’. Some of the companies he has worked with are WALMART, KIPCO, DHL, TATEOSSIAN, ROLLS ROYCE, OGILVY

. (function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "https://www.berush.com/static/berush/js/remote.js"; fjs.parentNode.insertBefore(js, fjs); }(document, "script", "berush-widget")); ROI based  360° Digital Marketing Agency in Middle East with unmatched expertise in “Digital Branding,” “Lead Generation,” “Business Automation” & much much more…. Remarketing list of customers who travel from Abu Dhabi to Delhi (people selected via booking/searched data or who landed to http://flights.etihad.com/en-ae/flights-from-abu-dhabi-to-new-delhi), A custom display marketing campaign can be designed for above segment with banners/offers/slogans to attract that customer base, a dynamic interactive ad can be created via dynamic feed which can insert names of searched cities in the ad template and pull the flight prices on the go, most of the companies are targeting their customers dynamically nowadays. is more to Etihad business i.e other websites like Etihadcargo.com (dealing with cargo business), Etihadguest.com (dealing with customer loyalty programme) but I cannot cover everything under the cloud in a single project so I will stick to the anchor website for the sake of this project, At least we should know what we are dealing with…. Need a plan to create a winning marketing strategy, fast? The Business-to-business Marketing toolkit contains: Start your Digital Marketing Plan today with our Free membership. (UA-36260312-[1-25]). Right now Augment Mobile App lets you design and work on interactive printing. I would rather divide my budget as 5% to Branding, 3% to prospecting and 4% to retargeting. AED 689 Mn, so practically 1% is being spent on search marketing (English), http://flights.etihad.com/ja/ i.e. 71% of traffic is coming via search in which 58.29% is organic and 41.71% is paid i.e. Tapping into today’s ‘coffee culture’ Air New Zealand has been featuring barista’s who make freshly brewed coffee to passenger’s preferences in its ‘Koru’ lounges for some time. We will cover PPC (Search), Display Marketing & Social Media in this project. So ideally you will go for programmatic buying from any display marketing jargon like “Yahoo” or “Google” ( I won’t be getting into technical details of programmatic buying). In above feed values like could be dynamically fetched. Retargeting, in contrast, is targeting users that have been to your site; this is achieved by leveraging cookie pools collected on site. The shift from traditional methods of planning to digital marketing strategies (for making reservations, purchases and booking online), more and more travel & related companies are leveraging … It includes 100s of factors, evaluations and aggressive brainstorming. In order to serve its customers, QANTAS airlines use a mix of Geographic, Demographic and Psychographic variables. These both the platforms are good for instant branding, exposure and social amplification, with 337k followers on Twitter and 277k followers on Instagram. Access the Travel e-commerce marketing trends. American Airlines is using iBeacons to improve wayfinding at Dallas/Fort Worth Airport. say Etihad airways is sponsoring an XXX sports team in YYY event, they need to get eyeballs. Arabic version in UAE), *I crawled around 70k URLs of Etihad.com and found approx 80 multiregional/multilanguage URL directories, depending on the traffic and allocated budget for each URL, a retargeting campaign can be created (I will come up with details later in this article). When a new technology arrives on the scene, it often takes a number of years to gain the traction it needs to realise its full potential. PPC search can be escalated to get better conversions, but an in-depth keyword research is required on multilingual search terms. This technique is level 2 of display marketing where chances of conversion are little better. The website is enjoying huge traffic and am sure remarketing lists for each particular segment is existing as I can see remarketing tags in Google analytics tagging structure. Remember, timing is crucial. The worst … (Tickets with a time gap of a week or more will be promoted below is just an example). As such, marketing including an airline advertising strategy, social media… I am well aware that most of the business of airlines come from OTAs and TAs but this post is not about websites like Skyscanner, rather it is about How we can escalate brand Etihad and their own digital marketing crusades. Understanding where B2B industries are going with their marketing strategies can help you identify trends and outpace ….. Social & Display. Content marketing is future and that too if your own fanbase is creating it then marketing is automated, something like –, “Customized Flying experience” i.e. With so many use cases already apparent, and even more likely to emerge in the coming months, iBeacons appear to be far more than just a short-term fad. When you actually boost or run a post as an ad, CPC/CPM is very low in Fanbase as compared to outside audience and here you can utilize your fan base on an ameliorating level. By 2034 flights to, from and within China will account for some 1.3 billion passengers, 856 million more than 2014 with an average annual growth rate of 5.5%. Mostly all the innovative ideas implemented by the company came from this platform only. So if an offline campaign is planned i.e. Link posts, Static banners ads (retargeting) and DPA ads (Dynamic Retargeting) on Facebook to amplify display marketing efforts. Digital Marketing Strategy for Airlines: DM Audit- Established Airline (Etihad Airways). Download Expert Business Member resource – Travel Trends Guide. they will be your brand ambassadors, despite running loyalty programs provide them with social currency. With Google Glass set to drop in price as its various uses in the enterprise space continue to be highlighted, and with other players such as Vuzix and Droiders making significant advancements in this space, it won’t be long before these wearable technology trials become permanent implementations. all the subdomains with total ad budget spent. Singapore Airlines, based out of Singapore, is a leader in the airline … This paper suggests various possible marketing strategies that can be implemented by the widely successful Emirates Airlines. in-flight experience, Cargo, Food, dress code, marketing, branding etc (you never know when somebody comes up with a million dollar idea) and gradually the platform can be made public, just imagine that even if 1% of 14.8 million users travelling from Etihad become active contributors, it has a potential to build an active community of 148k customers. Get started today using a tried and tested step-by-step process, Explore our Business-to-Business (B2B) Toolkit, Digital Marketing Strategy and Planning Toolkit, Digital Experience Management (Desktop/mobile website), 7 Steps to Brilliant B2B Digital Marketing guide, 10 business-to-business marketing mistakes, B2B startup digital marketing plan workbook and case study, Smart Insights (Marketing Intelligence) Ltd, Pre-travel - online reservation and online check-in, Airport services and 'passenger way-finding'. Goal: Become largest airline by doubling our fleet of planes, increasing brand awareness amongst customers, implement new digital marketing techniques. My point is, paid is absolute and if brands are not exercising paid advertising then they are lacking behind, now what’s the use of such a huge fan base when you have to ultimately engage in paid activities? flights.etihad.com is created to pull search traffic onto the website. I have mastered all video marketing techniques, but they are more towards SMEs. And China will overtake the U.S as the world’s largest passenger market. The rise of airport and airline apps, and the widespread preference among passengers to search for and consume information via their mobile devices, had some people questioning whether digital displays in airports would soon become a thing of the past. So dynamically ads are created in the Japanese language which is then retargeted to your specific visitors. Building new app based on Augmented reality giving customers a real-life sense of Etihad’s comfort before actually experiencing it. In 2014, Etihad delivered revenues of US$7.6 billion and profits (EBIT) of US$257 million. This infographic illustrates how technology sits at the heart of the sector and enables the incredible growth in Digital Marketing in the Airline industry we're seeing. However, iBeacons have come to the fore, and unlike NFC, the technology has quickly emerged as a popular tool among travel industry stakeholders. Etihad is famous for its digital marketing, mostly social media and many blogs have rated it in top 10, but with my middling intelligence, I have tried to put some of my ideas which can be considered. This research proposal is focusing on the marketing strategy that implement by low cost airlines to gain competitive advantages in the competitive environment. Etihad has done a laudable job, I as a digital marketer, can execute the content as an ad with the highest level of optimisation and can deploy strategies to get more subscribers. By using the most powerful and cutting-edge tools for sales and marketing, airlines … A great example is Qantas, which has launched Qview, a digital experience for premium passengers that is enabled by synchronising electronic devices with the digital displays in lounges. https://www.youtube.com/watch?v=wAT3Nup4Wvs, https://www.youtube.com/watch?v=WCMe0z6CDlw, https://www.youtube.com/watch?v=25IunX8FWZs. Instead, quite the opposite is happening, as airports and suppliers have identified that smartphones and digital displays can actually complement one another. 6.7% of $ 7.6 Bn is $509.2 Mn i.e. Most of the commercial, network, and operations teams are still scrambling to repatriate passengers and decide which flights to keep. it is the most important domain after TLD. I have made my efforts to analyze current marketing crusades and have tried to give insights to escalate the current doings. Am sure Etihad.com would be playing with 1000s of segments but just for an example, say you want to pick only business class frequent fliers for some campaign and then find more potential customers who are more likely to travel by business class, prospecting will come into the picture. I can list n number of strategies for both platforms in terms of brand amplification and engagement but in terms of direct conversions these platforms are way behind FB, so I won’t be touching them. The company is investing on PPC (Paid search), I probed into “Keyword Planner” and identified that company might be investing somewhere around 5-7mn AED on paid search (English), approx 40+56 adgroups (combined in TLD and flight Subdomain) are identified with an average bid between 30-50 aed/click. ), Let’s research a little about airlines before starting up my quest, At least we should know what we are dealing with…. Virgin Airlines Digital Marketing Strategy . Dynamic feeds have to be created in different languages to create multilingual ads i.e. This report is not about technical implementation or how to do, else it will become a 1000 page ebook and will lose its essence. 210k as per similarweb (but mostly search traffic). Referral traffic is mostly from OTAs i.e. demographics/Geography/Interests etc. Prospecting is any activity in which you target users who have not yet visited your site. According to MediaPost, American Airlines increased website conversions by 400% with its new email strategy. ask them to share with #memoirsetihad, share your experiences at FB, INSTA, Tw etc. The key to its rise seems to be the fact that a variety of uses have already been highlighted. will work for you and they will be happy to work for you and that too for free (How good is that). From my experience, SW shows 33% of original traffic and 80% of original bounce rate (this is also variable). http://www.etihad.com/ar-ae/   (“ar” stands for Arabic and “ae” stands for UAE i.e. But we can research to have more data i.e. It’s all about “Eye Balls”, the more people see it the more they know about you. Think about the margins of profitability that you actually need for true … if you are running a campaign in which you want traffic on your website then link post format is preferred and if only engagement/social amplification is needed then photo post or albums are preferred. Welcome to the world of Facebook, Twitter & Instagram. As this project is concentrating on Digital Marketing, to be precise “Paid Digital Marketing”, we will consider 37.3% as our ideal share i.e. Google has launched Rankbrain (AI Algorithm working on machine learning system) and Tensorflow and is continually innovating upon search technology. One of the best airline marketing … Identify the gap area in multi-language and multiregional keyword searches, align your PPC search strategy accordingly. For the airline industry, it is a tool that can change how the airline … He specializes in integrating digital with traditional and demystifying digital marketing, social media and content marketing for trade B2B companies. Etihad on a broad spectrum is doing good in online marketing but there is always a room for improvement (as highlighted in my whole project) and certainly, a room to innovate which I will be discussing. The customer pathway in air travel can be segmented into the following areas: Let's look at some of the more prevalent areas in chronological order. egmentation and retargeting lists will play a very significant role and here experienced marketer will create a difference. A list of the new technologies that will play an important role in defining the airport experience of the future wouldn’t be complete without a mention of wearable technology. As such, digital marketing for airlines is crucial. American Airlines is an example of having a successful email marketing campaign, as they have a powerful and active ecommerce hub. These digital innovations bring positive impacts on everyone in the industry - the airlines, the airports, the infrastructure companies, third parties feeding off the growth in travel and, of course, customers. FB DPA ads work via inputs we provide in feeds and a simple feed structure like below can provide the dynamic ad template what it needs. A perfect model has to be designed in which success comes in a form of Social Currency. Digital Marketing Strategy for Airlines: DM Audit- Established Airline (Etihad Airways) Impact: In any type of marketing, creating an impact on your targeted audience is a must. which prominent countries are served with direct flights so that demographically customer segmentation can be created and targeted promotions can be executed. first offline and online should be integrated and then all the channels of online are closely integrated. Basically, the flights to all destinations are covered in this domain, approx 2.2 Mn URLs are indexed in google.
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