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.
Inhaltsverzeichnis (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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report outlines a customer acquisition strategy for Maltair p.l.c. focusing on the implementation of email marketing and display advertising as key tools to enhance the company's online presence and achieve its strategic objectives.
- Leveraging digital marketing to enhance customer acquisition and engagement.
- Implementing email marketing and display advertising to improve brand awareness and drive customer responses.
- Building a robust online presence to support the company's overall marketing strategy.
- Utilizing data-driven insights to optimize marketing campaigns and achieve desired outcomes.
- Developing a comprehensive monitoring and reporting framework to track performance and measure success.
Zusammenfassung der Kapitel (Chapter Summaries)
- Organisation Background: This chapter provides an overview of Maltair p.l.c., its history, current status, and the challenges it faces in a competitive market. It also outlines the company's focus on customer service and employee development, emphasizing the need for a strong marketing strategy to drive customer acquisition and growth.
- Purpose and Benefits of Implementing E-Mail Marketing and Display Advertising: This chapter explores the rationale for adopting email marketing and display advertising as key components of Maltair's digital marketing strategy. It highlights the potential benefits of these tools, including improved customer engagement, data-driven insights, and cost-effective brand awareness campaigns.
- Monitoring and Reporting Future Developments in E-Mail Marketing and Display Advertising: This chapter focuses on the importance of establishing a robust monitoring and reporting framework for email marketing and display advertising campaigns. It outlines the key metrics to track, the reporting frequency, and the role of dedicated personnel in analyzing and interpreting the collected data.
Schlüsselwörter (Keywords)
The key focus topics in this report include email marketing, display advertising, customer acquisition, digital marketing strategy, data-driven insights, performance monitoring, reporting, brand awareness, customer engagement, and online marketing mix.
- Quote paper
- Anonym (Author), 2016, Augmenting Relationships through Email Marketing and Display Advertising, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1446246
