14 best practices for airlines to maximize their digital dollars in 2014
Post on 23-Aug-2014
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14 Best Practices for Airlines to maximize
their Digital Dollars in 2014
Digital Dollars=
Digital Delight + Digital Differentiation
Key Principle:How can airlines add value to its
customers before, during & after
the flight, through digital?
1.Be Accessible,
Visible & Searchable
Travel sites are expectedto receive 50% traffic from
mobile devices by 2014 & theindustry has one of the highestsmartphone conversion rate.
Is RBA accessible via mobile & mobile
ready?
Its criminal not to be present when someone is searching for you. Ensure that your airline’s web
properties are optimized for natural search!
Leverage on Google’s Rich Snippets. They deliver convenience to customers & great value to travel
brands!
Optimize your website for Google Flights!
On average, travel purchases see 5-6 media exposures before converting, hence reach & frequency matter in digital
Research indicates that while paid search alone drives 71% higher AOV, integrating it with natural search has higher ROI potential
Complement your search ads with Google Display Banner Ads – they drive higher conversion for the travel sector!
In 2014, get ready to roll out interactive video ads through YouTube & Facebook!
Manual media buying will give way to Programmatic buying for higher efficiencies SouthWest Airlines &
Airtram Airways are amongst the global Top
10 spenders on programmatic media
buys!
Be accessible via social channels & allow customers to buy through Facebook & Twitter
2.Reach out to your
customers often & with a purpose
Make the most of Google & Facebook Re-marketing ads to reinforce your brand & drive conversions
3. Get real ‘Likes’ –
convert your customers into fans
Can we have an initiative to convert at least 20% of our regular flyers into fans?
• Through in-flight Wi-Fi
• At your lounges
• While waiting for delayed flights
• Offering exclusive promos to Fb fans
4. Trigger emotions by
narrating you airline’s brand story through
real, transparent, humorous anecdotes
Create content that is real & shareworthy for it to potentially go viral – Your own Reality TV Show!
5.Capitalize on real-
time, contemporary events.
Create real-time content by associating your marketing plans with contemporary issues, events & memes
6.Create social
currency through exclusive,
personalized offers
Create offers that can only be availed via Facebook check-ins, tweets or #tags!
7. Provide social status through
social CRM based loyalty programs
Use social media gamification techniques to create a social CRM based loyalty programme.
8. Social Customer Service & Care
Build a social media command centre to listen, analyze & respond to customers real time
9.Collect, analyse,
optimize & monetize digital
data
Embrace yourself for Big Data Analytics tools like GA Premium & Hadoop to understand & monetize demand and purchase preferences• Optimize air ticket
prices
• Optimize online sales
• Cross & up-sellingopportunities
• Weather forecastingto optimize fuel loads
10.Innovate by
integrating digital into current
products & services
Can we save costs & generate awesome PR through digital boarding passes?
Can we engage our customers through a interactive, digital copy of our inflight magazine?
11.Encourage direct online bookings through new age digital payment
Can we pioneer a path to allow for direct online or mobile bookings through bitcoins or digital wallets?
12.Involve your customers by crowdsourcing
ideas & feedback
Utilize the “wisdom of the crowds” to gather & implement inspiring ideas and involve them in the process!
13.Do good through
participative digital CSR initiatives
Provide a digital platform that allows your fans to participate & contribute to a meaningful cause as part of your CSR
14. Digitally delight &
surprise your customers
Plan out integrated offline-online campaigns to surprise your customers in real time & create goodwill
Have a safe, fun, exciting & purposeful
digital journey:)
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