It is believed that the availability of high speed and increased access to the Internet fostered the consumer adoption of e-commerce. The increased access and speed helped bolster e- commerce trend considerably, along with increased price competition among suppliers. Air France strategy In order for Air France to increase its ticket sales and improve ROI, this can be achieved by using a customized approach for each publisher to maximize return on investment. By targeting different demographics and customers using different search techniques, provide them with a customized strategy; Air France can cater to a wide variety of prospective customers, including business and leisure travelers. For example, instead of broad keywords on the search engines, Media Contacts should compile strategies that concentrate on focused keywords for Air France, which can bring in a higher profit for the French airline. Overture-US has low average of transaction conversion resulting in smaller volume of bookings so it should not be used. Google, Yahoo and MSN should be used for SEO marketing strategies. They could leverage Google’s Page rank technology; Yahoo’s content matching advertisements, and MSN’s focused demographic targeting techniques to get more customers. Media contacts through other means 3
BSAB 450 Airline/Airport Marketing Future Search Engine Marketing ( SEM) campaigns should be integrated to include meta-search companies like Kayak. This is due to the following reasons:
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- Summer '19
- search engine marketing, Airline/Airport Marketing