BSS041-3 Digital Business: Heathrow Airport Online Presence

This consultancy report analyzes Heathrow Airport London's online presence and digital marketing strategies. It assesses the company's website design, social media statistics, and overall internet marketing efforts. The report identifies challenges faced by Heathrow in building a strong online presence, including issues related to customer service, flight delays, and brand reputation. Various concepts, frameworks, and analytical techniques related to digital business are applied to evaluate Heathrow's current online activities. Recommendations are provided to enhance the company's online presence, improve customer engagement, and build brand awareness through online advertising, email marketing, and valuable content creation. The report emphasizes the importance of leveraging digital platforms to attract more customers, expand business reach, and improve sales and profitability in the face of increasing competition and global challenges.

Consultancy Report Template
Client Healthrow Airport London
University and Unit name
Student Name and ID Your name and ID number goes here
Executive summary
(max ½ page)
The report involves a detailed discussion on business's internet marketing
which various key points that involves website design, social media statistics
and online presence. In addition to that it involves how the Heathrow Airport
London can use various recommendations to improve their online presence
and internet marketing. In addition to that it involves company's relation to
business's internet marketing with various key points such as website
design, online presence and social media statistics.
Project background and Objectives
The project focuses on how the Healthrow Airport London will create its online presence in the digital business and
identification of various problems while creating an online presence. In the previous report several issues related to
business operations were discussed and how the use of buisness intelligence can help in better decision making.
The company's competitive advantage and industry's competitiveness was analyzed with the use of Porter's five
forces model. This report focuses on How Healthrow Airport London acts in a Digital Business world and what
problems the company faces while creating its online presence. The report involves various concepts, frameworks
and theories related to managing online business and range of analyticla techniques related to digital business
(Nicoli and Papadopoulou, 2017).There are various abilities and skills required to create an online presence with
application of relevant theories and framework which involves e-business concepts in order to sustain an
organisation's competitiveness and analysing a website or e-commerce presence from various academic
perspectives and providing various ways and practical recommendations for improvement.
Methodology
Digital marketing involves the promotion of brands in order to connect with customers through use of internet and
various other forms of digital communication medium. It includes web-based advertising, social media and emails.
In order to create online presence there are various mediums used by companies which involves various issues
and problems while doing a digital business. In context to Heathrow airport, it need to use various mediums of
promotion on online platforms with identfication of problems faced by different oragnizations. In addition to that it
involves solutions which come along with these problems. The Healthrow Airport being the most busiest airport in
Europe had to analyse various factors which can help the company to build and develop a digital business
presence in the eye of customers. The company in order to develop its online presence through digital marketing
need to deal with various challenges that involves low staff morale, flight delays issues, cancellations of flights,
poor customer service and brand loyalty. Due to all these factors the company already had a negative impact on its
customers. The company's reputation and customer service is its major concern(Okike and Oyeniyi, 2019).
The company need to tackle with attitude of customers and workers, disattosafaction of passengers due to delay
in flights and uncertainity at the arrival timing. The company through its online presence need to focus on building
trust and enhance its customer service which has a major impact on sales and profitability. Due to tough
competition and new airlines, the company need to develop its online presence through introduction of new
services and products by promoting it digitally through various mediums and other social media platforms(Prasad.
and Verma, 2020).The company through the use of online tools and digital technology need to focus on enhancing
customer experience as due to insufficient management arrangements the compan had to suffer from insufficient
staff which resulted in suffering of staff morale. With the use of various digital platforms and social media presence

it will help the company to attract more customers and business beyond the boundaries which will result in better
sales and profitability. Due to various environmental circumstances and global challenges there is a need for
exploring the digital world and creating a online presence as the use of social media and other digital mediums
are increasing day by day.
Research / analysis results
Business marketing involves various strategies used in order to market service or products through online and other
digtal mediums which involves various tools and platforms and content delivery systems which involves social
media, email marketing and website content and design. Marketing involves reaching to the target audience at right
time and at right place. As today's world more than 4.8billion people are using internet services and digital platforms
as it is the most affordable and easiet way to reach to particular product or avail any services. Internet marketing
involves the promotion of a company's services or products through various online tools that includes boosting
sales, generating leads and driving traffic. Digital marketing is also known as online marketing basically relies on
various digitla channels that are involved in distributing messages related to promotion. It acts as an umbrella that
covers a wide variety of marketing avenues and strategies. Digital marketing basically focuses on delivering content
through various mediums which involves blog articles, social media posts and search engines. All these platform
uses these mediums to deliver content.Online marketing involves delivery of meaningful information that involves
solution of user problems and accessible on consumer demand(Rego and Kennedy, 2019).Online presence involves
activities and content that are entitled to a business or a person. It involves assets, accounts, interactions and piece
of information through creation by business or person. In context to Healthrow Airport the company need to have a
strong online presence in order to target audience through quality experiences and building strong brand
awareness and improving brand reputation.
Social media involves computer based technology that involves sharing of ideas, information through communities
and virtual networks. It is a internet based platform that provides user the quick electronic communication of content
with the use of documents, photos, personal information etc. Social media statistics evaluates the user
demogrpahics which includes age, gender, time of activity and demogrpahics. In addition to that it involves social
listening, metrics and psychographics in order to gain more knowledge and understanding of audience( Roth-Cohen
and Lahav, 2019).
Social media statistics are the starting step of everything. Social media analytics involves the method of collecting
data through social media websites about a particular service, product or brand. In context to the company, social
media stats allows to gather data and information about the view point of public as consumers and users provide
their information on social media platforms that helps the brand to get more accurate image of consumers reaction
towards brand services and products.
It refers to the design of websites that are displayed online on internet and usually refers to experience aspects of
website development rather than development of software. A web designer works on the layout, appearance and
content of website. In content to the company, a well-designed website helps to form a good impression on potential
and prospectives.It helps to get more conversions and nurture leads that results in better user experience and
helps visitor to access and navigate website more easily.
Recommended actions
The companies in order to build their brand awareness and online presence need to follow various methods such
as online advertising that will help the company to increase visbility and advertising through various search engines
that involves Yahoo, Google and Bing(Sahut, Iandoli and Teulon, 2021).
The companies can use various ways to create its online presence which involves:
Building an email list: The email list helps to engage with potential and current customers on monthly, weekly or

daily basis. In context to the company, email list helps to build online presence(Schultz and Mork, 2021).
Creates Value: Online presence helps a company to create value. In context to the company, value can be created
through free content online and providing educational.
Through online presence a company can build its image and attract more and more customers(Zagar and Draskovic,
2020).
Reference
Nicoli, N. and Papadopoulou, E., 2017. TripAdvisor and reputation: a case study of the hotel industry in Cyprus. EuroMed
Journal of Business.
Okike, B. I. and Oyeniyi, E. W., 2019. Marketing library and information resources and services using social media platforms:
the security question. Library Hi Tech News.
Prasad, R. K. and Verma, S., 2020. An investigation on brand boycott: understanding negative psychology of consumers in the
era of digital marketing. Academy of Marketing Studies Journal, 24(1). pp.1-16.
Rego, N. and Kennedy, J., 2019. Where in the world are our# ProudlyUNB alumni? How the University of New Brunswick
developed a creative caricature to help locate and engage alumni around the world. Journal of Education Advancement &
Marketing, 3(4). pp.374-381.
Roth-Cohen, O. and Lahav, T., 2019. Going undercover: Online domestic tourism marketing communication in closed and open
Facebook groups. Journal of Vacation Marketing, 25(3). pp.349-362.
Sahut, J. M., Iandoli, L. and Teulon, F., 2021. The age of digital entrepreneurship. Small Business Economics, 56(3). pp.1159-
1169.
Schultz, A. and Mork, R., 2021. Marketing and Recruitment. In A Guide to Administering Distance Learning (pp. 250-286).
Brill.
Zagar, M. and Draskovic, N., 2020, April. Work-in-Progress: Internet Marketing Simulation for Project-Based Learning. In
2020 IEEE Global Engineering Education Conference (EDUCON) (pp. 8-11). IEEE.
Record of Activity
In this section, you have to provide a breakdown of all the activities undertaken by you. Indicate what was
done at various points in time. Think about different sections of the report, breakdown different task within
each of the sections.
Complete the table below, include more rows and columns as necessary
Date Hours
spent
Summary of work/ Activity undertaken
Daily 9 hours Social media statistics
Weekly 24 hours Advertising
Montly 6 hours Promotion through digital methods
Print name
Signed
Date
* Note: Guidance text is provided in RED under each heading.