Julio E, Lorenzo

TURKISH AIRLINES - BY: JULIO E. LORENZO

Setting our goals on developing an efficient and successful marketing campaign for Turkish Airlines would require some thoughtful research. In order to effectively approach our target group, we need to know if our hypothesized channels of publicity are actually the appropriate ones. If they are not, we wont be able to let them know about our new direct flights from Europe to Turkey. As we are focusing on the online aspect of our marketing strategy, we will be able to get some insights on our targets online behavior by designing an descriptive research.

We wont design an exploratory research because we dont need to get creative information from people; we want to know how to GET to the people, not design our campaign. So, given that we want to know the behavior of the target and maximize the impact of our campaign, we propose on taking quantitative / observational approach for our research.

The good thing about researching for online campaigns is that we have all of the information we need already on the web. This is great for Turkish Airlines, as costs would be very low. To gather information on how to approach our SEO, Banners and SEM strategy, we can easily use online tools such as Google Trends [https://www.google.com/trends/]. Far from traditional observational methods, these tools provide live and historical data on the most searched keywords and content on Googles site. If we would like to look out at other search engines, they provide similar services as-well. There is now no need to do even personal or mechanical observation from the researchers point of view, as all the information has already been cataloged.

By performing Trace Analysis on their users, Google can gather information on their behavior. We can effectively cater to our Target (Southern European men 35-50 working full time with high income and with family- kids>7 y.o) by assessing the information on their platform for free, and devising the best mix of keywords and positioning for our SEO based campaign. We will get age, location and personal information on them which would also allow us to know the size of the market looking out for information relevant to Turkish Airlines offerings. For Example: By seeing how many people look out for the word Turkey, we can easily say that people are looking up the word 10 times more in the USA than in Europe as a whole. (https://www.google.com/trends/explore#q=turkey).

We can also use other tools such as Google Analytics to get more information on our current positioning online. Analytics, is a service that tracks information on how we are currently getting traffic to our website. They get information from all the web, either it be social media, forums or other websites, all with precise data on who is generating the traffic. This way we can also leverage on how people reach our website without campaign, thus getting more insight on the behavior of our targets.

Even thought Google Analytics tracks data on a global scene, we get even more insights if we actually proceed to set up the required Analytics procedures for deeper data gathering. So that by the time we launch the campaign, we should already be measuring the traffic to our website in order to determine the success of our research and campaign.

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