The Assignment on E-strategies And Performance

Running head: E-STRATEGIES AND PERFORMANCE
E-STRATEGIES AND PERFORMANCE: INVESTIGATING EMIRATES AIRLINE ON
SOCIAL MEDIA
Name of the Student
Name of the University
Author Note

E-STRATEGIES AND PERFORMANCE1
EXECUTIVE SUMMARY
The following paper attempted a discussion on the e-strategies and the performance of the airline
industries that are present all over the world. The paper opened with a discussion on the e-
strategies that are involved in the marketing activities that are undertaken within the airline
industry in the international markets. The report further proceeded to discuss the strategies that
are used to measure the performance of the organization in the international markets as well. The
report thereafter discussed the issues that are highlighted in terms of the digital marketing and
the strategies that are involved in the maintenance of the digital marketing trends within the
airline industry. The report finally approached its conclusion with the discussion on the inclusion
of the social media as one of the major strategies that are adopted by the airline industry within
the international markets.

E-STRATEGIES AND PERFORMANCE2
Table of Contents
E-strategies/marketing.....................................................................................................5
Strategies......................................................................................................................5
Customer Relationship Management Theory..............................................................5
Types of Strategies..........................................................................................................6
Email marketing...........................................................................................................6
Triggered email marketing..........................................................................................6
Content Marketing.......................................................................................................7
Search Engine Optimization........................................................................................7
Paid Search..................................................................................................................7
Offline Direct Marketing.............................................................................................8
Affiliate Marketing......................................................................................................8
Mobile Marketing........................................................................................................8
Online Display Advertising.........................................................................................8
Arguments....................................................................................................................8
Performance...................................................................................................................10
Strategies....................................................................................................................10
Performance management theory..............................................................................11
Departmental performance........................................................................................11
Native Advertising.....................................................................................................12

E-STRATEGIES AND PERFORMANCE3
Search Engine............................................................................................................12
Review sites...............................................................................................................12
Company partnerships...............................................................................................12
Performance based traditional media buys................................................................13
Bloggers.....................................................................................................................13
Arguments..................................................................................................................13
Digital Trend/marketing................................................................................................14
Strategies....................................................................................................................14
Types of strategies.........................................................................................................15
Social Media Marketing Strategies............................................................................15
Multi-channel analytics.............................................................................................16
Integrated planning....................................................................................................16
Paid media.................................................................................................................16
Arguments..................................................................................................................16
Social Media..................................................................................................................18
Strategies....................................................................................................................18
Communication and Reviews....................................................................................18
Corporate Social Responsibility....................................................................................19
Increase brand awareness..........................................................................................20
Drive traffic to website..............................................................................................20

E-STRATEGIES AND PERFORMANCE4
Boost brand engagement............................................................................................20
Arguments..................................................................................................................20
Advertisements..........................................................................................................21
References..........................................................................................................................23
Appendices [Graphs].........................................................................................................28
Appendix A: Marketing.................................................................................................28
Appendix B: Performance.............................................................................................29
Appendix C: Digital Trends...........................................................................................29
Appendix D: Social Media............................................................................................30

E-STRATEGIES AND PERFORMANCE5
E-strategies/marketing
Strategies
The airline industry as is present within the international markets tend to implement
various marketing strategies over the online media. The airline industry is known to have been
operating majorly with the help of the various factors like the proper understanding and the
application of the online marketing strategies. The airline companies that have been active in the
international markets implement several strategies in order to attract the potential clients towards
the concerned organization.
Customer Relationship Management Theory
The implementation of the strategies for the customer relationship management highlight
the fact that the concerned companies are capable of segmenting the target lists. This further
allows the concerned companies to concentrate majorly on the campaigns that are highly targeted
(Micu et al. 2017). The implementation of the strategies helps in the identifying of the various
conditions wherein the concerned clients have been providing better responses. The
identification of these channels helps in the elimination of the issues that arise due to the lack in
the matters that are related to the communication with the concerned clients (Ding, Eliashberg
and Stremersch 2016). The introduction of the various strategies of the management of the
customer relations within the airline industry help in the fine-tuning of the strategies that are
highlighted in terms of the emails that are extended to the potential clients of the organization.
This in turn helps the companies to maintain a proper communication with the concerned clients
as well.

E-STRATEGIES AND PERFORMANCE6
Types of Strategies
Email marketing
The major strategies that are used by the airline industry refer to the strategies including
the email marketing (Světlík 2017). In this strategy, the organizations majorly use the emails in
order to deal with the issues for the management of the clients as well as the attraction of the
potential clients towards the company. The airline industry is known to have been implementing
the management of the customer relationship in case of the strategies that involve the email
marketing [Refer to Appendix A].
Triggered email marketing
The companies operational within the airline industry are also known to have been
dealing with the triggered email strategies as well. In this strategy, the clients are provided with
the reminders regarding the bookings and the trips that they have requested for well in advance.
This is known to have been increasing the engagement of the employees as well as the
engagement of the clients towards the company (Piña, Lowell and Harris 2018). The triggered
email strategy also helps in the promotion of the activities that are related to the customer
relationship management within the organization [Refer to Appendix A]. The management of the
customer relations within the given organizations active in the airline industry are known to have
been crucial to the overall development of the companies. The increase in the strategies of the
customer relations management within the company have led to the conditions wherein there has
been an increase in the communication with the given stakeholders of the organization (Medina,
Correia and Amores 2019). The increase in the communication as well as the proper strategies of
the management of the customer retention within the given organization assists the increase in

E-STRATEGIES AND PERFORMANCE7
the number of the clients that have been attached with the concerned company as well as attracts
the potential clients towards the organization.
Content Marketing
The other major trend that has been recently observed within the airline industry refer to
the content marketing activities. The content marketing activities tend to have been referring to
the activities that are related to the maintenance of the proper relationship with the clients of the
organization. The airline organizations are observed to have been dealing with the issues that are
related to the proper advertisement and the follow-up with the feedback that is provided by the
clients of the organization as well (Karsten 2019). The implementation of the content marketing
strategies that are highlighted in the international airline industry helps in increasing the client
base of the organization thereby leading to the increase in the popularity of the organization
[Refer to Appendix C]. This in turn is known to have been emphasizing on the activities that
result in the increase of the competitive edge of the company within the international airline
industry as well.
Search Engine Optimization
The search engine optimization is one of the best ways to deal in the proper marketing of
the airline industry (Iovino and Migliaccio 2019). The search engine optimization helps the
clients of the airline companies to maintain a direct contact with the concerned companies which
in turn would implement transparency among the clients and the company.
Paid Search
The paid search activities that are highlighted in the airline industry helps the concerned
companies deal in the attraction of the potential clients towards the industry (Ding, Eliashberg
and Stremersch 2016). The paid search activities as have been undertaken by the concerned