Augmenting Relationships through Email Marketing and Display Advertising

A Customer Acquisition Strategy for Maltair p.l.c

Trabajo Escrito , 2016 , 12 Páginas , Calificación: 65

Economía de las empresas - Marketing en línea y fuera de línea

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

Bibliography & References

• Curso: Digital Marketing
• Calificación: 65
• Año de publicación: 2016
• Páginas: 12
• No. de catálogo: V1446246
• ISBN (PDF): 9783963555398
• ISBN (Libro): 9783963555404
• Idioma: Inglés
• Etiqueta: marketing, digital, advertising, social media