Air France Case Study
Media Contacts
Interoffice Memo
Date: November 13, 2010
To: Air France
From: Rob Griffin, U.S. Director of Search
Subject: Air France Digital Marketing Campaign
I’ve analyzed the profitable paid-search campaign our agency has managed for Air France. Going forward, Media Contacts seeks to optimize performance and ROA dollars spent for SEM campaigns. The following recommendations are based on my thorough analysis and SEM planning that integrates SEO and paid-search marketing.
Recommendations
To increase Air France’s share of the U.S. International air travel market by: • Adopting an aggressive SEO strategy • Launching a pay-per-click campaign and closely monitoring costs • Forming partnerships for affiliate marketing • Building discount and reward programs • Soliciting viral marketing campaigns and traveler blogs
Findings and Analysis
Search engines have proven to be increasingly popular among consumer and professionals for researching products, services and organizations. Search engine marketing is the biggest opportunity in online marketing to leverage over a billion internet searches conducted monthly around the world. Digital media must evolve to meet the demands of the ever-changing consumer behavior by consistently adapting strategies and the way it communicates with consumers. To achieve growth, marketers must understand the target audience, make wise media buys, underscore the value of the ad campaign and measure more than clicks. It is the position of Media Contacts that Air France would benefit from an integrated marketing approach to include search engine optimization, pay-per-click sponsored search campaigns and affiliate marketing.
Google is the leading online search engine. Google Universal Search provides relevant results about a query, as well as images, videos, books, scholar, news and blogs. Specialty searches can be geared towards a specific industry, in this case travel, or a media
Interoffice Memo
Date: November 13, 2010
To: Air France
From: Rob Griffin, U.S. Director of Search
Subject: Air France Digital Marketing Campaign
I’ve analyzed the profitable paid-search campaign our agency has managed for Air France. Going forward, Media Contacts seeks to optimize performance and ROA dollars spent for SEM campaigns. The following recommendations are based on my thorough analysis and SEM planning that integrates SEO and paid-search marketing.
Recommendations
To increase Air France’s share of the U.S. International air travel market by: • Adopting an aggressive SEO strategy • Launching a pay-per-click campaign and closely monitoring costs • Forming partnerships for affiliate marketing • Building discount and reward programs • Soliciting viral marketing campaigns and traveler blogs
Findings and Analysis
Search engines have proven to be increasingly popular among consumer and professionals for researching products, services and organizations. Search engine marketing is the biggest opportunity in online marketing to leverage over a billion internet searches conducted monthly around the world. Digital media must evolve to meet the demands of the ever-changing consumer behavior by consistently adapting strategies and the way it communicates with consumers. To achieve growth, marketers must understand the target audience, make wise media buys, underscore the value of the ad campaign and measure more than clicks. It is the position of Media Contacts that Air France would benefit from an integrated marketing approach to include search engine optimization, pay-per-click sponsored search campaigns and affiliate marketing.
Google is the leading online search engine. Google Universal Search provides relevant results about a query, as well as images, videos, books, scholar, news and blogs. Specialty searches can be geared towards a specific industry, in this case travel, or a media