Digital Marketing Strategy for Easy Jet

Digital Marketing
Strategy

Table of Contents
Situation Analysis.............................................................................................................................3
Digital business with digital marketing strategy..............................................................................4
Marketing Objectives.......................................................................................................................5
Implementation Plan to meet the objectives..................................................................................5
Budgeting.........................................................................................................................................6
Measurement of Plan......................................................................................................................7
REFERENCES.....................................................................................................................................8

Introduction
Digital marketing can be defined as marketing and advertising through digital media and
channels. This utilises different digital marketing channels and social media for organisational
promotion. It has very important impact on modern businesses because digital channels enable
them to effectively target customers and communicate with them directly. Following is a digital
marketing plan for Easy Jet, British low-cost airline group.
Situation Analysis
Situation analysis involves identifying and understanding situation of organisation
related to environment in which it operates. Situation analysis helps in identifying opportunities
and threats for an organisation and capabilities of organisation to deal with these opportunities
and threats.
Swot Analysis
Strength
Brand reputation of Easy Jet as cheap and low cost airline that most people can afford is a
important strength of company and also it has effective record of on-time travel and this is also
a strength of Easy Jet. This strength can be highly important as content and positioning of Easy
Jet in its digital marketing. Through this more people will get to know about value that Easy Jet
provides (Kreutzer,2019).
Weaknesses
Easy Jet provides low cost travel and this is why its services are limited and availability of
services is also limited. This means that Easy Jet operates at limited places. Digital marketing
has an easy access to large geographical area and with limited availability it can create difficulty
in accurate targeting through digital marketing (Dey, 2016).
Opportunity

Expansion over Europe is an important opportunity that Easy Jet can utilise to grow and
develop further. And expansion of its digital marketing is also an important opportunity for Easy
Jet (Kreutzer,2019).
Threats
Company when utilises digital marketing it has several benefits and there are enough
drawbacks as well. Easy Jet requires ensuring it has adequate information available on digital
channels (Dey, 2016).
Pestle Analysis
Political – Increasing regulations for protection of data available on different channels. Data
protection regulations are involved in this. This can create difficulty for easy jet regarding
collection and distribution of data over different digital channels.
Economical – Increasing cost of technology and digital marketing getting costlier is involved in
this. This has negative impact on financial situation of Easy Jet and also increase cost per visit.
Digital marketing has a positive impact on marketing expenses of company but increasing cost
involved in digital marketing can increase overall cost per visit in digital marketing campaign.
Social– Digital marketing involves interest and utilisation of digital technology by potential
customers. Increasing channels diversify interest of customers and Easy Jet has to consider its
presence on these channels. It creates difficulty for identifying and selecting suitable and
appropriate channel for digital marketing campaign.
Technological- Technological development has influence on digital marketing such as increasing
social media sites and digital channels. Easy Jet requires developing different technologies
through which it can create and implement digital marketing campaigns that are unique and
communicate its value and also differentiate it from its competitors.
Legal- Data protection laws and regulations are involved in this factor. GDPR (general data
protection regulations) is an example of this factor affecting Easy Jet. Digital marketing is