This case is aboutÂ CUSTOMERS
PUBLICATION DATE: July 25, 2013 PRODUCT #: KEL752-HCB-SPA
Going forward, Griffin needs to ensure the team offers the penalty Air France requests for optimum Internet sales boost and keeps its leading edge. The case center upon Air France’s as well as Media Contacts’ attempt to position the SEM effort that is ideal to offer an optimum number of ticket sales in response to marketing dollars used up.
This best exploration marketing campaign relies on selecting proper key words and bid strategies for positioning on the search result page for Internet users, in addition to picking successful allotment of advertising dollars across the many search engines. The case presents background information on the airline sector in addition to the Internet search alternatives accessible in the time, including Google, Microsoft MSN, Yahoo!, and Kayak in establishing the best strategy.Also, background information is offered on means of quantifying the successfulness of every promotion effort and its related costs and SEM. The case exemplifies how one must establish the key performance indicators for the job enable comparison of numerous SEM efforts and to direct evaluation.
Thus, using the quadrant locations of a portfolio program model may be utilized to establish publisher strategies that are best. Also, pivot tables help illustrate strategies and efforts which have been successful in fulfilling with the goal Internet sales of Air France. Multiple recommendations on Media Contacts can help in enhancing its SEM strategy; Air France may be derived from the information supplied.