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)
The main objective of this document is to outline a customer acquisition strategy for Maltair p.l.c. using email marketing and display advertising. The strategy aims to leverage digital marketing to improve the company's performance and address recent operating losses. This involves integrating these tools into existing digital marketing efforts to enhance customer engagement, acquisition, and brand awareness.
- Improving Customer Acquisition through Digital Marketing
- Leveraging Email Marketing for Relationship Building and Customer Retention
- Utilizing Display Advertising for Enhanced Brand Awareness and Lead Generation
- Data-Driven Decision Making and Performance Monitoring
- Integration of Email Marketing and Display Advertising into a Holistic Digital Strategy
Zusammenfassung der Kapitel (Chapter Summaries)
Organisation Background: This section provides an overview of Maltair p.l.c., Malta's national airline. Established in 1973, the company employs over 1000 people and holds a significant market share. Despite its strong workforce and established presence, Maltair has experienced operating losses for the past six years due to increased competition and the costs associated with adapting to the evolving digital landscape. The company is currently undergoing restructuring, aiming for completion by the end of 2017. The description also highlights Maltair's range of services, customer base (both B2C and B2B), and main competitors.
Purpose and Benefits of Implementing E-Mail Marketing and Display Advertising: This chapter details the rationale behind integrating email marketing and display advertising into Maltair's customer acquisition strategy. The company's prior investment in digital marketing, including the adoption of the RACE planning system, is highlighted. The chapter emphasizes the potential of these tools for relationship building, personalized customer experiences, data-driven targeting, and improved lead management. The potential benefits include increased customer interaction, improved lead generation, enhanced brand awareness, and a more effective use of customer data for targeted campaigns. The use of both email marketing and display advertising in parallel is also discussed.
Monitoring and Reporting Future Developments in E-Mail Marketing and Display Advertising: This chapter focuses on the implementation and monitoring of the proposed email marketing and display advertising strategy. It outlines the planned expansion of the marketing and sales team to manage these new initiatives, including the need for professionals in data management and content creation. The chapter details the reporting structure, emphasizing quarterly performance reports integrating data from MailChimp, Google AdWords, and Google Analytics. The importance of tracking key metrics like ROI and customer journey analysis is stressed to assess the effectiveness of the strategy.
Schlüsselwörter (Keywords)
Email marketing, display advertising, customer acquisition, digital marketing strategy, Maltair p.l.c., lead management, data analysis, brand awareness, customer relationship management, online marketing, performance monitoring, ROI.
Maltair p.l.c. Customer Acquisition Strategy: Frequently Asked Questions
What is the main objective of this document?
The main objective is to outline a customer acquisition strategy for Maltair p.l.c. using email marketing and display advertising to improve company performance and address recent operating losses. The strategy aims to enhance customer engagement, acquisition, and brand awareness.
What are the key themes explored in this document?
Key themes include improving customer acquisition through digital marketing, leveraging email marketing for relationship building and retention, utilizing display advertising for brand awareness and lead generation, data-driven decision making and performance monitoring, and integrating email and display advertising into a holistic digital strategy.
What is the background of Maltair p.l.c.?
Maltair p.l.c. is Malta's national airline, established in 1973. Employing over 1000 people, it holds a significant market share but has experienced operating losses for six years due to increased competition and adapting to the digital landscape. The company is undergoing restructuring, aiming for completion by the end of 2017. The document also details its services, customer base (B2C and B2B), and main competitors.
Why are email marketing and display advertising being implemented?
This strategy builds on Maltair's existing digital marketing investments, including the RACE planning system. Email and display advertising offer potential for relationship building, personalized experiences, data-driven targeting, and improved lead management. Expected benefits include increased customer interaction, improved lead generation, enhanced brand awareness, and more effective use of customer data.
How will the success of the strategy be monitored and reported?
The implementation will involve expanding the marketing and sales team to include data management and content creation professionals. Quarterly performance reports will integrate data from MailChimp, Google AdWords, and Google Analytics. Key metrics like ROI and customer journey analysis will be tracked to assess effectiveness.
What are the key chapters covered in this document?
The document includes chapters on 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, and Digital Marketing Strategy and Tactical Mix.
What are the key words associated with this strategy?
Key words include email marketing, display advertising, customer acquisition, digital marketing strategy, Maltair p.l.c., lead management, data analysis, brand awareness, customer relationship management, online marketing, performance monitoring, and ROI.
- Quote paper
- Anonym (Author), 2016, Augmenting Relationships through Email Marketing and Display Advertising, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1446246
