nmdl lufthansa digital strategy
TRANSCRIPT
Lufthansa Digital Strategy
Raimee Iacofano
Target Audience
Traveling BusinessmenAge 30-55
Travels internationally/coast to coast
Frequently traveling for work purposes
Comfort is important (business class)
Traveling CoupleAge 20-70
Young couples and retired couples
Looking for a travel deal
Like Lufthansa for safe record and travel options
Tools & Tactics Search Engine Marketing
Create search and display ads targeting specific non-branded Keywords
cheap flights europe
volume: 9,900
cheap flights germany
volume: 540
Social Media Marketing
More active on YouTube
Continue interacting with consumers through social media
Post engaging content
Inbound & ContentMarketing Attract: Create
Lufthansa BlogConvert: CTA’sClose: CRM, E-
mailsDelight: Social
monitoring, smart content, surveys
Online/SEM Ad Examples
Social Media Marketing
Continue engaging with consumers through all platforms
Post smart and interesting content including blog posts
Promote contests through social platforms
Be more active on YouTube with video content
Strategy
● E-mail newsletter blasts○ Send e-mails on holidays, to
promote sales, and to close deals
● Content offers○ Frequent flyer (current)○ More travel related giveaways
and sweepstakes■ Allows for more
newsletter sign-ups● Lufthansa Blog link to website and
mobile app
Inbound & Content Marketing
“Nonstop You” Blog
Write content with keywords in mind to benefit SEO
Generate interesting and compelling content for target audience through
Guest bloggersPotential blog posts
“Lufthansa’s 10 Best Budget Vacations for 2016”
“How Travel Makes You Stand Out in the Workplace”
KPI MetricsMain Goal: Increase Conversions
Use Google Analytics to measure conversion rate changes after each month of digital marketing
Goal: Increase in conversions through site and/or mobile app
Measure CTR (click-through-rate) of certain online ads, blog posts, other content
See what works best to continue to drive traffic and conversions
Measure response in posting content on social media
Blog posts performance
Contest performance
%Conversions before digital efforts
%Conversions after 6 months digital efforts
%Conversions after 1 year of digital efforts
Mobile AppCreate AwarenessOnline
Create ‘download app’ CTA when users log on to mobile website
On flightMake flyers aware of
app with incentive
Budget 1 year digital strategy
Keyword ResearchApprox: 20hrs @ $115/hr
One time fee total:$14,750
Content CreationApprox: 50hrs @ $115/hr
Onsite SEOApprox: 40hrs @ $115/hr
Paid Media DevelopmentApprox: 40hrs @ $105/hr
Offsite SEOApprox: 40hrs @ $115/hr monthly
Monthly Totals:$8,050
Paid Media ManagementMonthly fee