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14 Best Practices for Airlines to maximize
their Digital Dollars in 2014
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Digital Dollars=
Digital Delight + Digital Differentiation
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Key Principle:
How can airlines add value to its customers before, during &
after the flight, through digital?
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1.Be Accessible,
Visible & Searchable
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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?
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Its criminal not to be present when someone is searching for you. Ensure that your airline’s web
properties are optimized for natural search!
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Leverage on Google’s Rich Snippets. They deliver convenience to customers & great value to travel
brands!
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Optimize your website for Google Flights!
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On average, travel purchases see 5-6 media exposures before converting, hence reach & frequency matter in digital
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Research indicates that while paid search alone drives 71% higher AOV, integrating it with natural search has higher ROI potential
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Complement your search ads with Google Display Banner Ads – they drive higher conversion for the travel sector!
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In 2014, get ready to roll out interactive video ads through YouTube & Facebook!
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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!
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Be accessible via social channels & allow customers to buy through Facebook & Twitter
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2.Reach out to your
customers often & with a purpose
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Make the most of Google & Facebook Re-marketing ads to reinforce your brand & drive conversions
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3. Get real ‘Likes’ –
convert your customers into fans
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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
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4. Trigger emotions by
narrating you airline’s brand story through
real, transparent, humorous anecdotes
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Create content that is real & shareworthy for it to potentially go viral – Your own Reality TV Show!
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5.Capitalize on real-
time, contemporary events.
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Create real-time content by associating your marketing plans with contemporary issues, events & memes
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6.Create social
currency through exclusive,
personalized offers
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Create offers that can only be availed via Facebook check-ins, tweets or #tags!
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7. Provide social status through
social CRM based loyalty programs
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Use social media gamification techniques to create a social CRM based loyalty programme.
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8. Social Customer Service & Care
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Build a social media command centre to listen, analyze & respond to customers real time
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9.Collect, analyse,
optimize & monetize digital
data
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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
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10.Innovate by
integrating digital into current
products & services
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Can we save costs & generate awesome PR through digital boarding passes?
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Can we engage our customers through a interactive, digital copy of our inflight magazine?
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11.Encourage direct online bookings through new age digital payment
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Can we pioneer a path to allow for direct online or mobile bookings through bitcoins or digital wallets?
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12.Involve your customers by crowdsourcing
ideas & feedback
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Utilize the “wisdom of the crowds” to gather & implement inspiring ideas and involve them in the process!
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13.Do good through
participative digital CSR initiatives
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Provide a digital platform that allows your fans to participate & contribute to a meaningful cause as part of your CSR
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14. Digitally delight &
surprise your customers
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Plan out integrated offline-online campaigns to surprise your customers in real time & create goodwill
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Have a safe, fun, exciting & purposeful
digital journey:)