E-Marketing Signature Course

Gain a better understanding of the fundamentals of e-marketing, enhance your insight on travelers’ digital behavior, and learn how to maximize today’s digital formats – from emails and displays to search engines and social media to engage your target audience and generate demand for your products and services. Improve your know how on to compete with a strong digital brand by optimizing your domain name portfolio, website design , and relationship with digital media agencies. This course is a must-attend for all those who look for strengthening their digital e-marketing toolkits.

Course Highlights

• Improve your insight on travelers’ digital profile and behavior
• Build a successful portfolio of offline and digital media formats to power your brand in cyberspace
• Increase the effectiveness of search engine marketing, banner placement through programmatic advertising, email marketing, and social media
• The emerging role of wearables, virtual reality, and IoT in e-marketing
• Study the digital marketing practices of leading e-commerce airlines
• Learn of the critical role of effective website design
• Understand how to manage relationships with digital media agencies
• Initial recommendations of how to strengthen your company’s digital marketing activities

Course Outline

1. Why is e-marketing so attractive for airlines?
2. Digital profiling of today’s web travelers and the e-readiness of your target audience
3. Focus: Why the digital profile of millennials matters for your airline
4. TV, radio, print, outdoor, public relations: Traditional media formats and their importance in airline e-marketing
5. Digital media formats: The role of search engines, display banners, email newsletters, and social media

1. Do’s & Don’t s in search engine marketing (SEM) and search engine optimization (SEO). Case study: Delta Airlines, Lufthansa
2. How to use banner display marketing and email marketing to successfully engage with web travelers: Case study: Air New Zealand, Spirit, ANA
3. Social media marketing and the T-principles: Why talkers, topics, taking part, tools, and targets are critical for effective marketing via social media platforms
4. Popular social media sites used by airlines: Facebook, Twitter, YouTube, Google+, Instagram, LinkedIn, Weibo, WhatsApp. Case study: Turkish Airlines, Qatar Airways, Air China
5. Critical success factors for e-marketing via mobile sites and apps. Case study: JetBlue
6. Gamification in airline e-marketing
7. The next frontier: Using wearables, virtual reality, and the Internet of Things (IoT) to increase your digital brand equity and online revenue. Case study: Emirates, Qantas
8. Measuring success & failures in airline e-marketing: Using metrics that count
9. Building an integrated e-marketing calendar and budget

1. Domain name management. Case study: Air France
   • Building a domain portfolio that strengthens your digital brand and protects against 3rd party infringement
   • Dealing with domain name squatters and corporate hate websites
   • Selecting the right domain registrar for your needs
2. Website design. Case study: Multiple airlines
   • Designing a website that is attractive in its digital look & feel, intuitive, fast, click efficient and optimized for different e-commerce platforms
   • The significance of imagery, shapes, colors, and typography
   • Web design & the law: Accessibility for disabled web travelers
3. Digital media agencies. Case study: British Airways, Ryanair, South African
   • Who are the players and what e-competencies and e-services do they offer airlines?
   • Challenges and opportunities in finding the right digital media agency
   • Managing the airline – digital media agency e-campaign life cycle