Upon adoption of email marketing and display advertising as main tools for customer acquisition, monitoring online performance shall become an integral part of the Marketing and Sales’ day-to-day activities. Fulfilment of this proposal will ideally see the team grow from four to six people. Initial outsourcing of content production is key to set a direction, but eventually a professional would be required to manage and report on customer data generated through email marketing and display advertising activities; another to produce in-house content or act as the main liaison with an external agency if need be.
Founded in 1973, Maltair p.l.c is the national airline of the Maltese Islands and has been in operation ever since. At present the company employs more than 1000 people across areas ranging from in-flight crew, ground-handling, maintenance, customer care, and subsidiary companies to name a few. It is the largest airline (in terms of market share) out of 20 stationed at the International Airport of Malta.
Maltair aims to offer the best travel services to locals going abroad, as well as act as an ambassador to the country when carrying foreign passengers to and from Malta. The cost of keeping up with drastic changes in digital sphere and heavy competition from low-cost, marketing oriented airlines has affected the company negatively, producing undesired operating losses for the last six years. As a result, Maltair went through quite a number of restructuring programmes, creating uncertainty among stakeholders, which expect to see the airline fully recover by the end of 2017.
Table of Contents
Organisation Background
Purpose and Benefits of Implementing E-Mail Marketing and Display Advertising
Monitoring and Reporting Future Developments in E-Mail Marketing and Display Advertising
Strategic Ways to Increase Online Marketing Acquisition
Objectives
Digital Marketing Strategy and Tactical Mix
Objectives and Themes
This report outlines a strategic customer acquisition plan for Maltair p.l.c., focusing on the integration of email marketing and display advertising to drive growth and improve digital engagement. The central research question addresses how these digital channels can be optimized to meet specific acquisition targets and enhance the overall customer experience in the face of heavy industry competition.
- Digital transformation and integration of lead management systems.
- Strategic leverage of email marketing for customer retention and personalization.
- Optimization of display advertising for brand awareness and lead generation.
- Application of TOWS analysis to formulate defensive and attacking marketing strategies.
- Implementation of quarterly performance monitoring and reporting structures.
Excerpt from the Publication
Purpose and Benefits of Implementing E-Mail Marketing and Display Advertising
The heavy investment made in early 2013 was intended to put digital marketing high on the company’s agenda. Maltair voted for the RACE planning system in this regard – its adoption sets goals straight when it comes to the digital front. The airline aims to uphold the cycle of reaching, acting, converting and engaging with the online community on a daily basis.
When done right this has produced results, and as a matter of fact the company has been generating an average of 15-20 interactions leads per day which is around 6,500 online customer care care/sales related queries per year, ever since June 2013.
Having a lead management system in place has eased the burden on the Customer Care division and boosted clients’ database entries two-fold. As of today, Maltair enjoys a database of around 120,000 unique entries, including contact numbers and clients’ details of gender, favourite destination and hobbies as well as email addresses attached to almost half the My Journey scheme members. Customer queries and details are nested under ‘Traveller’, ‘Group’ or ‘Corporate’ categories when submitting an online query with the scope of putting a context to data use and analyses as well as obtaining an good indications of the travel markets.
Summary of Chapters
Organisation Background: Provides an overview of Maltair p.l.c., detailing its operational history, market position, and the ongoing restructuring process aimed at achieving financial recovery.
Purpose and Benefits of Implementing E-Mail Marketing and Display Advertising: Discusses the strategic rationale behind investing in digital channels and the operational successes achieved through a structured lead management system.
Monitoring and Reporting Future Developments in E-Mail Marketing and Display Advertising: Outlines the requirements for tracking performance, establishing internal responsibilities, and using analytics tools to evaluate return on investment.
Strategic Ways to Increase Online Marketing Acquisition: Analyzes the company’s current position using a TOWS matrix to identify actionable strategies based on internal strengths and external market threats.
Objectives: Defines specific, measurable targets for acquiring new registered users and increasing email subscriber growth by the end of 2017.
Digital Marketing Strategy and Tactical Mix: Details the operational tactical mix, including specific email content strategies and display advertising formats required to execute the proposed digital alignment.
Keywords
Digital Marketing, Customer Acquisition, Maltair, Email Marketing, Display Advertising, Lead Management, RACE Planning, Online Strategy, Brand Awareness, Performance Reporting, TOWS Analysis, Conversion Funnel, Customer Retention, Digital Transformation, Travel Industry.
Frequently Asked Questions
What is the primary focus of this report?
The report focuses on developing an effective customer acquisition strategy for Maltair p.l.c. using digital marketing tools, specifically email marketing and display advertising.
What are the central themes discussed in the work?
Key themes include digital transformation, lead management, strategic brand positioning, and the use of performance analytics to improve marketing efficacy.
How is the success of the marketing strategy measured?
Success is measured through quarterly performance reporting, tracking conversion rates, website visits, tickets purchased, and the growth of the 'My Journey' loyalty database.
What scientific or strategic framework is applied?
The report utilizes the RACE planning system for digital strategy and a TOWS matrix to align internal organizational strengths with external market opportunities and threats.
What does the main body of the document cover?
The main body covers organizational background, the purpose and benefits of proposed marketing channels, monitoring requirements, strategic analyses, and specific execution tactics.
Which keywords best describe the publication?
Essential keywords include Digital Marketing, Customer Acquisition, Email Marketing, Performance Reporting, and TOWS Analysis.
What role does the 'My Journey' loyalty scheme play?
The 'My Journey' scheme serves as a critical database of registered travelers, providing the company with segmented data for personalized marketing and lead acquisition.
Why is a TOWS analysis used instead of a standard SWOT analysis?
The Sales and Marketing team adopted a TOWS approach to prioritize strategic action planning—specifically how to leverage strengths to seize opportunities and mitigate threats—rather than just listing static situational factors.
- Quote paper
- Anonym (Author), 2016, Augmenting Relationships through Email Marketing and Display Advertising, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1446246
