Innovative Marketing Initiative Using Access Strategy

This presentation discusses an innovative marketing initiative using the access strategy in digital marketing. It focuses on customer engagement, social media, planning, and analytics. The case study of The Emirates group is used to illustrate the implementation of this strategy.

1
Develop an Innovative Marketing Initiative
Using the Access Strategy
Digital Marketing: Customer Engagement, Social Media,
Planning, and Analytics

2
Company
Company For this project selected company is The Emirates group. This is a
state owned Dubai based international aviation holding company. The main
reason for selecting this company for this project is to understand the role of
social media in Airline group. The present days social media plays an effective
role in airlines in order to track their performance at market place. Through the
social media, The Emirates group is face various challenges which attraction of
customers because customers are not attracted towards business by seen old
posts and experience views. In that, here is think to develop strategy to build
more customers towards company. The aim of strategy to build customers
attraction toward company by designing innovative webpages.

3
Business Objective
The main business objective of company is to changing brand image at market
place by using social media. The main reason to select changing brand image
strategy for Emirates is to build international growth and new management. With
the help of this, company is able to create a international image at market place.
The new brand image is help to attract more customer and audience as well as
become appealing with target audiences. This is effective and valuable for Emirates
can help to make strong brand image at market place in effective manner because
outdated image is not good for company profit and targeted audience. Emirates
have been provided booking options only through the physical options. With the
help of social media and webpages customers are booked their tickets form any
place at where they stand.

4
Target Audience
The main targeted customer for this strategy is youngster because they not want waste their
time by standing in line of booking. This is the main reason for select this target for business to
increase sales and profit of company and to achieve Emirates objectives in an effective manner.
The types of segments is the business class and youth generation. This will highly effective and
valuable for the business and for its company growth. The business class customers are always
going outside for attending their business meetings through airlines. The needs and
characteristic of segments are: for the business class luxury services and on the other side
needs of youth wants free Wi-Fi services and free food services. In that Emirates company
required to provide those services to customers as per segment like business class and youth.
Now a day youth are more health conscious, and they eat organic and healthy foods. In the
company needs to make focus on healthy food in order to provide customers. On the other side
business class people require proper silence and luxury in that they have to consider their needs
for more growth or in order to achieve business objectives.

5
Digital Innovation
In context of using the social media, The Emirates group uses the on demand
services which they specially provide to the customer to attract their interest
towards such services. This is considered to be one of the digital innovation
which is committed by group in context of retaining their interest towards such
services. As in respect of targeting the business class person the on demand
services can be helpful in providing the timely services or also the foods which
they are ordered must be of best quality. In context of targeting the youth, they
can fulfil it by providing the free Wi-Fi facilities which Emirates group can
promote through social media platform. The details of using their innovative
strategies as on demand services by promoting this innovative through social
media platform which can attract the customer interest and retain them
towards the business for longer time period.

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Support for Innovation Success
In respect of undertaking the matter which is useful in making the innovation
successful is relating to in context of insider, Research and development department
play the vital role in respect of attracting the customer strategy and than adapt them
in business to get better results. Through this research , they gather various data
which helps company in respect of taking right decision and also make innovation
according to this perspective only. In relation to undertaking the matter related to
outsider, it mainly considered with the agents as they are such person which
representing the company to the customer. They are important as through their
guidance, they attract customer towards the services which the Emirates group is
offering. They both are essential in respect of making the strategies successful as
they playing the vital role on behalf of the company and through the ideas of
research and development department, emirate group is undertaking various
strategies to interact with customer by building the strong base with customer.

7
Measurement of Success
In context of using the benchmark procedure to set the measurement of success in the business. This method is adapted in
respect of making the thing clear which is to be achieved in the near future. The objective which is related to changing the
brand image is to set by adapting the benchmark methods. In respect of undertaking the SMART metrics methods in setting
the objective relating to changing in brand image through social media is useful in respect of:
• Specific: In respect of changing the objectives which is relating to changing the brand image in market is relating to
enhancing the brand name through adapting new innovation and creative idea in the Emirate group.
• Measurable: This aspects can be measured by using the bench mark methods, so that they can measured the performance
with the other companies performance and than plan the strategies to improve the performance in better way.
• Attainable: The objectives of the company can be attainable in respect of using the websites and by adapting the innovative
pages and using logo to attract the customer towards the business. This can be done through using the social media platform.
• Realistic: As this is based on the current situation which is attained in the Emirate group. As by undertaking the objective
relating to changing in brand image is useful in attracting the new customer towards the business and its services.
• Time bound: The time is framed regarding completing such task within 7 weeks so that the revenue is to be increased by
20% through this changing objectives.