Air France Internet Marketing Case Study

docx

School

Moi University *

*We aren’t endorsed by this school

Course

202

Subject

Business

Date

Nov 24, 2024

Type

docx

Pages

Uploaded by ChiefOxideReindeer21

Air France Internet Marketing Case Study Name Instructor Institutional Affiliation Submission Date

2 Innovations Developed by Google in Search The innovations developed by google have been such a game changer in the manner in which people look for information and data in the online platform. The case study pointed out several issues about the company innovation and google search was one of the main areas that the innovation was seen to blossom. The innovation in search were meant to enhance the state of the company as it relates to the internet marketing and getting to customers. The google search engine innovation technology had several elements or the components that basically shaped the business or the activities of the company. Google develop several elements which include the voice search, the costs-per-click which greatly boosted the company’s earnings ( Jeffery et al, 2017). The google search was one space that gave the company the opportunity to dig into the research and find more on how to boost its operations in the industry. There are quite a number of innovations in the area that were put in place to change the company and how it works to achieve its ultimate goals. The innovations provided the users with what would be described as the most relevant, useful and personalized results from their search activities. Difference of Kayak from Other Search Engines The case study mentioned Kayak as one of the metasearch engines which have some features that differ significantly from the other search engines like Yahoo, Google and MSN. First, Kayak is simply a travel search engine which has the ability to aggregate information from different travel sites or sources and project the results in one specific place. The users have the ability to search for flights, hotels and the other information related to travel in different websites ( Kozinets, 2019). The first differences between Kayak from the other search engines is that it does not own the sites that it displays. The search engine gives the users options for travel and also redirecting them to the third-party website to complete their

3 bookings. It means therefore that Kayak gives the users a broader range of travel options and give them detailed results. The business model employed by Kayak makes it easier for the organization to effectively earn or get returns from referral activities that come from travel partners. They do not focus o earning from adverts like Google, and depend greatly on referrals. Kayak therefore has a different strategy to bidding and campaign approaches that can be compared to the other search engines that have been described in the search engine. In general, Kayak is a metasearch engine that gets the data from the sources that it does not have any ownership for. The Metrics that Enable Comparison of Different Publishers Comparing different publishers can be done by comparing different metrics. The first one is Click-Through Rate (CTR) which is the percentage of the overall clicks an individual publisher’s ad gets from the impressions. When the CRT are higher it basically indicates that the ad is relevant and for some reason the publisher is successful. Next is Cost Per Click (CPC), which is defines as the value paid by and adviser when a user clicks on their ad. A cost-effective ad is the one that has the lowest CPC. The third metrics is the conversion rate which is the percentage number of users who go ahead and take action on the desired click and the ad ( Kozinets, 2019). It means the users goes ahead to fill a form or even make purchase. It is important to have some clarity on the overall approach taken by the metrics. The other is Return on Investment (ROI), which measures the revenue that is generated from an advertising campaign that is compared to the cost of the overall campaign.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

4 There are also the impressions metrics which is all about the number of times the specific ad is displayed on the individual publisher’s website. The process gets to a larger audience or reach a greater number. What each metric Does not Measure Clicks-Through Rate does not give the measure of the quality of clicks. It also important to note that high CTR is not an obvious indication of conversion or a reflection of the revenue. The CTR can also be influenced by the other factors like placement of ad ( Li et al, 2020). Cost Per Click (CPC) does note take into consideration the overall time value if the customer or the overall revenue that has been generated by the conversion. Conversion Rate on the other hand does not measure the general quality of leader or the value of the customer ( He, & Harris, 2020) . It is important to have clarity of the customer value the revenue that is associated with the same. Return on Investment is the other one that is also known to be a common metrics but it does not measure the long terms effect of the advertising on the individual brand awareness. Next is the impressions which do not measure the general quality of the audience engagement of the specific potential conversion. In general, all these metrices have their specific areas of weaknesses and might not be able to get clarity on some details of the interaction or the customer engagement. Media Contacts Recommendation of a Uniform Strategy for Air France across Search Engine Publishers It is important to make recommendations on the Media Contacts for tailoring the publisher’s strategy meant to maximize the return on investment for Air France. The rationale in this case is that every search engine publisher is unique to a particular audience. There is

5 also uniqueness in terms of the bidding model and even the general format of the ad that have substantial effect on the effectiveness of the advertisement campaign. An example is the Google search engine is one of the most popular and is also known to have a lathe traffic volume making it more competitive and even the advertisement cost is quite higher than the other platforms. The other search engine with unique traits is the Kayak which means that the recommendations should be made for the individual to come up with effective ways of choosing the most appropriate search engine to make the advertisement. It is important therefore that a sound and uniform strategy to be employed across all the search engine publishers. The differences might mean that no specific search engine ahs dominance and it is subject of convince ( Li et al, 2020). It is important to evaluate the available options to come up with the most effective approach and search engine for the advertisement by the company, Air France. It is also important to identify the most effective way to get to the audience and get the best of revenue or customers’ traffic. Tailoring each publisher’s approach, the Media Contacts are well placed to get the advertising budget that is the most economical. There are also the issues of improving the ROI for the company Air France.

6 References He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of business research , 116 , 176-182. Jeffery, M., Egli, L., Gieraltowski, A., Lambert, J., Miller, J., Neely, L., ... & Merkley, G. (2017). Air France internet marketing: optimizing Google, Yahoo!, MSN, and Kayak sponsored search. Kellogg School of Management Cases , 1-18. Kozinets, R. (2019). Netnography: The essential guide to qualitative social media research. Netnography , 1-472. Li, J., Van Vranken, J. G., Pontano Vaites, L., Schweppe, D. K., Huttlin, E. L., Etienne, C., ... & Paulo, J. A. (2020). TMTpro reagents: a set of isobaric labeling mass tags enables simultaneous proteome-wide measurements across 16 samples. Nature methods , 17 (4), 399-404.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Air France Internet Marketing Case Study

Related Documents