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e-mail marketing
E-mailing as a marketing tool can provide highly effective results if the right strategy is employed. Austrian Airlines used this method to boost its sales resulting in the capture of around 11,000 new customers at a crucial time for the company, as the European Commission had just approved its merger with Lufthansa.
The campaign was conducted in two waves, one in spring and summer, to capture customers travelling for work or holidays and was designed to appear to the consumer when really needed, stated Paul Nowestein, founder of www.emailingnetwork.com, the company responsible for the campaign.
Nowestein went on to explain that the goals were the mailing of special offers in order to obtain brand notoriety and boost online sales in Spain as part of a strategy for capturing new niche markets,
The following are key factors in the results: lee el artículo completo…
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airlines and web 2.0
Web 2.0 has opened up new marketing and communication opportunities for airlines.
Web 2.0 is based by definition on conversation, on direct, personalised contact. Businesses are no longer distant, far-off entities and customers become more than just anonymous voices. Participation in this virtual community boom could mean significant profits for airlines. However, the approach should be significantly different from the criteria employed in traditional websites.
The rules of the game are different here, lee el artículo completo…
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on-line marketing for airlines
Attracting potential customers to airline websites is the first step towards boosting the sale of flight tickets online.
The orchestration of online marketing campaigns aimed at Internet users is one of the methods that is giving the best results in this direction.
One of the several possibilities available is email marketing. According to a survey conducted by the Travel Industry Association of America (TIA), over 35 million Internet users made a travel reservation after receiving information on offers or promotions by email.
The same study also found that in 2003 ten million people were influenced by email marketing to make a trip or journey that they otherwise would not have made.
This means that an online offer may be the start of a transaction or at least a way of attracting customers to the brand and its website.
In order to start up online marketing campaigns, the definition of the goals to be attained and the performance of prior segmentation of the data bases to be employed are both crucial. It is also important to reach persons forming part of the target audience who will receive the offer favourably, with a strong interest in the services offered by the airline. At the same time this type of actions will contribute to brand notoriety.
In this context the email marketing campaigns conducted by Austrian Airlines (which according to organiza.com managed to attract 11,000 new customers) or Vueling are of special interest. The latter was centred on the prize draw of a trip to Venice, linked to the willingness to receive information on special flight offers. lee el artículo completo…
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Cross-selling, up-selling, new business opportunities for airlines
The use of websites as a sales channel for airline tickets has meant that airlines now have direct access to a target audience with additional requirements for products and services related to the purchase of the flight.
This audience is still climbing. In March 2009 a DBK report on Internet travel sales analysed this segment of the Spanish market through interviews with managerial staff from 45 of the main companies operating in the sector.
This report found that despite a fall in tourism in the second half of 2008 due to the economic crisis, Internet travel sales underwent considerable growth. Total turnover for the final customers of these services from Spanish websites stood at 6,250 million euros, 20% up on the year before. The sale of air tickets was the most important activity, responsible for 39% of total revenue.
Given the large number of customers now accessing airline websites in order to purchase flight tickets, many airlines are now considering new business opportunities that may well contribute to user satisfaction through two different approaches: lee el artículo completo…
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the importance of websites in the airline industry
Internet has become a strategic distribution channel for airline ticket sales. For some airlines, especially low cost companies, it can be the only means of distribution.
With over 1,500 million people now using the Internet, it has become crucial for airlines to think about defining their online business as a keystone of their marketing policy.
According to ACEM, the Spanish Association for eBusiness and Relationship Marketing, electronic sales in Spain reached a turnover of 1,327.3 million euros in the third quarter of 2008, a 32.9% increase over the same period in 2007, with a total of 17.1 million operations. Air transport was responsible for 12.2% of this turnover.
The following key points should be taken into consideration in the conception of an ideal website for airlines. lee el artículo completo…
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