Air France Internet Marketing Case Study Analysis

Air France Internet Marketing Case Study Analysis-76
Founded in 1919 to serve the Netherlands, KLM is the world’s oldest airline.Part of the Air France KLM Group since 2004, it is a European airline industry leader known for its reliable, pragmatic and innovative service.KLM wanted to make it easier for customers and agents to have meaningful conversations, without compromising privacy.

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This depends on what the intention of Media Contacts is.

If it is to see which Search Engine publisher is more effective for its campaigns and its business model, it may want to employ a uniform strategy across the board.

Should Media Contacts recommend a uniform strategy for Air France across search engine publishers?

Or would it be more effective to tailor each publisher strategy to maximize return on investment?

The airline also uses Messenger to share flight information with customers, such as booking confirmations, check-in notifications, boarding passes and flight status updates.

To measure customer satisfaction, KLM sends a survey through Messenger at the end of each conversation, using a standard question to ensure that the results are compatible with its surveys on other channels: “Are you satisfied with our social service?

How can campaigns be improved to increase overall value gained from investment with a search engine publisher?

Should keywords be added or dropped from the campaign?

Air France Internet Marketing Case Assignment FORMULA’S APPLIED IN THIS EXERCISE CTR = % of customers who click thru a link = No. Of impressions TCR = Sum of total volume of bookings / No.

Of clicks Take rate = probability Of booking = TCR * CTR ROA = Return on ad dollars spent = Net revenue/cost Q1.


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