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Case Study: Air France Internet Marketing

Air France should tailor its internet marketing strategy for each publisher to maximize return on investment. Different publishers have varying customer demographics, search techniques, booking profitability, and average revenue per transaction. Search engine optimization should target Google, Yahoo, and MSN to leverage their technologies and audience targeting. Future search engine marketing campaigns should include meta-search companies like Kayak, which has a significantly higher click-through rate than other publishers and provides a valuable travel database and comparisons for customers.

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Sidra Shaukat
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64 views3 pages

Case Study: Air France Internet Marketing

Air France should tailor its internet marketing strategy for each publisher to maximize return on investment. Different publishers have varying customer demographics, search techniques, booking profitability, and average revenue per transaction. Search engine optimization should target Google, Yahoo, and MSN to leverage their technologies and audience targeting. Future search engine marketing campaigns should include meta-search companies like Kayak, which has a significantly higher click-through rate than other publishers and provides a valuable travel database and comparisons for customers.

Uploaded by

Sidra Shaukat
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Case Study: Air France Internet Marketing

Subject: E-Marketing and Social Media






Submitted By:
Sidra Shaukat
Faiza Tanveer
Umama Manzoor

Submitted To:
Prof: Asim Tanvir

AIR FRANCE INTERNET MARKETING
CASE STUDY

I. Should Media Contacts recommend a uniform strategy for Air France
across engine publishers? Or would it be more effective to tailor each
publishers strategy to maximize return on investment?

Solution:
It would be more effective to tailor each publishers strategy because Air France want to increase
its ticket sales and improve the ROA which they can achieve by using a customize approach for
each publisher to maximize return on investment. They can target different demographics and
customers with different search techniques because each publisher has different CPC rate,
booking profitability and average revenue per transaction.
As US has low average of transaction conversion resulting in smaller volume of bookings so it
should not be used. Google, Yahoo and MSN should be used for SEO marketing strategies. They
could leverage Googles page rank technology, Yahoos content matching advertisements and
MSNs focused demographic targeting techniques to get more customers.




II. How should future SEM campaigns be structured? In the past, Media
contacts had concentrated more on Google, Microsoft, and Yahoo, was
there now an opportunity to optimize search advertising with met
search companies such as Kayak?
Answer:
Future SEM (Search engine marketing) should be interpreted to include meta-search companies
like Kayak because Kayak has significantly high click through rate that is 8% as compare to
others. Kayak was a new comer to SEM Industry Company considered as travel aggregator or
sorts, the best possible business and leisure travel services. It provided rare database and
comparison was made between Kayak and Google and others. Exhaustive search engine was
made. Goal was to find every hotel on earth so as explained earlier future is fantastic for met
search engines because of their specialty for end users so they would not like to go somewhere
else if they find the information on one engine. The authority of search engines cannot be
questioned however these sites are now to be used to maintain a presence in the mind of the
consumer. Early in the case we were told how consumer behaviors have shifted to economy
classes, while peoples familiarity with traveling has increased.

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