AIRFRANCE INTERNET MARKETING

Optimizing Google, Yahoo!, MSN, and KAYAK Sponsored Search

Five former French Airlines merged to form Air France

New Hub at the main port Paris-Charles de Gaulle

2004, Air France and KLM joined forces to create the SkyTeam global

alliance

2007, Air France expanded ist U.S. destinations to thirteen

2007, 383 aircrafts served 185 destinations in 83 countries

Strategic growth through fleet management:

Rationalization: similar aircrafts for easier training and maintenance

Flexibility: utilizing progressive operating leases to receive new aircraft and retire

old aircraft if necessary

AIR FRANCE - COMPANY PROFILE

New Trends 2006

International travel became the fastest growing market

7.4% growth in economy tickets, 4,3% growth in premium tickets

Growing demand for economy air travel

Emergence of E-Commerce

Travel industry was early adopter of e-commerce

E-commerce emerged as very fast growing sales medium

Travelling as non-physical product is very well suited to direct online sales

AIRLINE INDUSTRY

85% of U.S. households have broadband (2010)

CONSUMER LANDSCAPE

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Broadband HouseholdsTotal U.S. Households

SEM became a well-known method of marketing in which business

promoted their products and services through targeted placements

SEO and Pay-Per-Click work together in a SEM strategy

SEO

Analyzed structure of content of a business web site to maximize

readability and relevance to search engines robots

Pay-Per-Click

Advertiser paid for an ad, only when it was clicked

Easily measurable

SEARCH ENGINE MARKETING

Air France turned to internet marketing campaigns and SEO to

reach large customer segments in multiple countries including the

U.S.

Air France hired Media Contacts to achieve its goals in SEM

Media Contacts constantly try to improve the performance of the

Website

Media Contacts worked to form strategic partnerships with a number

of research and technology providers

MEDIA CONTACTS

DoubleClick

Google

Microsoft MSN

Yahoo

Kayak

MEDIA CONTACT PARTNERS

Structure future campaigns – using metasearch companies?

Search Engine Strategy:

Decide which search engine(s) delivered the most value

Determine if Air France needs a tailored or uniform strategy for search

engines

Decide which approach is better to increase ticket sales and ROA (two

possibilities):

Using branded keywords (might bring in more revenue)

Using unbranded keywords (larger percentage of single-click conversions)

Find the most important Key-Performance Indicators

THE CHALLENGE

Using Metasearch companies and search engines like KAYAK are a

must!

Kayak boasted a click through rate of 8% (industry average for travel

sites is 0.8%)

Website indexes are connected to Searchengines

Possibility to utilize sponsored links, cookies and additional

advertising on KAYAK

METASEARCH COMPANIES

Search Engines delivering the best value for Air France

Search Engine Market Share in 2009: 81,5% for Google. Use a tailored

strategy for search engines and focus on Google

SEARCH ENGINE STRATEGY

http://tentonweb.com/seo/search-engine-optimization.php

Percentage of loyal customers is not supposed to be very high

Focus on more and unbranded keywords to broaden the target

segment and to get a larger percentage of single-click conversions

Carefull Keyword selection

Use as well impression rates, click-through rates and conversion

rates for analysis

Use interactive and Social Media advertising

INCREASING TICKET SALES AND ROA

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MOST IMPORTANT KPIs