Moving forward, Griffin needs to ensure that the team delivers the results Air France demands for best Internet sales growth and keeps its leading edge. The case centres upon Air France's and Media Contacts' attempts to find the SEM campaign that is perfect to provide an optimal amount of ticket sales in response to marketing dollars spent. This optimal search marketing campaign relies on picking effective allotment of advertising dollars across the various search engines, as well as selecting appropriate keywords and bid strategies for placement on the search result page for Internet users.
In ascertaining the optimal strategy, the case presents background information on the airline industry and also the Internet search alternatives available at the time, including Google, Microsoft MSN, Yahoo!, and Kayak. Also, background information is provided on SEM and its associated costs and means of measuring the accomplishment of each promotion effort. The case illustrates how one must first ascertain the key performance indicators for the project to direct investigation and enable comparison of various SEM campaigns. Cost per click and likelihood to produce a sale differ among publishers. Therefore, using a portfolio application model's quadrant positions can be used to determine publisher strategies that are optimal. Furthermore, pivot tables help illustrate strategies and campaigns that have been most successful in satisfying with the target Internet sales of Air France. Multiple recommendations on Media Contacts can assist in enhancing its SEM strategy Air France can be derived from the info supplied.
PUBLICATION DATE: March 06, 2009 PRODUCT #: KEL319-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
Related Case Solutions & Analyses:
From Volume to Value: Managing the Value-Add Reseller Channel at Cisco Systems
Nettwerk: Digital Marketing in the Music Industry
TerraCycle Inc.
Snapple Beverage Corporation
Changing Corporate Identity: The Case of a Regional Hospital
National Chemical Corp.: Tiger-Tread
Mat MacGregor (B)
E.T. Phone Home Inc.: Forecasting Business Demand
Economics: An Introduction and Vocabulary
Information Resources Inc. (A)
