Detailed Digital Marketing Strategy Analysis for Easy Jet Airline

This report presents a comprehensive digital marketing strategy for Easy Jet, a British low-cost airline. It begins with a situation analysis, including SWOT and PESTLE analyses, to identify internal strengths and weaknesses, and external opportunities and threats. The report then outlines the benefits of digital marketing for Easy Jet, focusing on customer targeting, social media engagement, and advertising. Marketing objectives are defined, such as increasing market share and reducing marketing costs. An implementation plan is detailed, covering audience understanding, segmentation, targeting, content development, channel selection, and measurement techniques. The report also addresses budgeting and methods for measuring the plan's effectiveness, including website traffic, source analysis, and cost-per-visit metrics. Finally, the report recommends content marketing and influencer marketing strategies to enhance Easy Jet's digital presence and achieve its objectives.

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

significantly based on data of audience and consumers and this creates difficulty in successful
digital marketing campaign.
Porter’s Five Forces
Threat of new entrants- Easy Jet has threat of those who can enter into market using digital
technology (Moreno-Izquierdo, Ramón-Rodríguez and Perles-Ribes, 2016).
Threat of substitute- Digital marketing strategy of road transport organisation is also a
substitute of Easy Jet (Baxter, 2019).
Bargaining power of suppliers- Bargaining power of those who are supplying resources for
digital marketing to Easy Jet and Easy Jet has strong position in this power (Moreno-Izquierdo,
Ramón-Rodríguez and Perles-Ribes, 2016).
Industry Rivalry- Competitive rivalry being influenced by digital marketing and every
organisation in airline industry is working on their digital marketing and this is playing
important role in competitive power of organisations (Baxter, 2019).
Digital business with digital marketing strategy
There are several ways in which digital business utilise and benefit from digital
marketing strategy.
Targeting online customers- Digital business using digital marketing strategy can reach to their
target customers who are active on different digital channels and online platforms. Easy Jet
using digital marketing can reach to its target audience and target market. This involves using
multichannel approach for customer targeting and targeting customers based on their interest.
This means potential customer checking website of the company should be connected through
Email (Jovanov and Bezovski, 2020).
Social media- Social media involves Twitter, Instagram, and Facebook and several other
channels and platforms. Increasing social media users is an opportunity for Easy Jet to reach to
mass audience and increase its visibility. Easy Jet can utilise these channels to increase

customer engagement. This involves directly communicating with customers on social media
channels.
Advertising in media- Digital business gets to advertise on several media like social media and
digital media through digital platforms like YouTube. This is possible by digital marketing
strategy. Easy Jet can utilise these platforms and advertise, Youtube is one of the very effective
tool to be utilised by Easy Jet.
ECRM- This refers to electronic consumer relationship management. This is a technology that
allows digital businesses to achieve customer relationship management objectives using
internet based technologies like e-mail, websites and other digital media channels. This involves
communicating directly with customers and encouraging customers to share their complaints
and issues on social media reflecting effectiveness of Easy Jet by resolving their issue effectively.
Marketing Objectives
 Increasing market share in existing market by 5% by 2021 (Easy Jet can utilise social
media to increase its visibility in the areas where it operate but has less customers and
this will lead to attracting customers from such places increasing market share)
 Reducing cost of marketing by 20% by 2021 (this is possible to reduce cost of marketing
by efficient utilisation of digital marketing campaign and channels) (Bjerke and Renger,
2017)
 Increasing sale of Easy Jet by 10% in current financial year (Using content marketing to
achieve this objective and Easy Jet can also create digital PR to attract customers)
Implementation Plan to meet the objectives
Implementation of plan involves determining and creating strategies and determining how this
will be implemented to reach target audience. Following is a plan through which Easy Jet can
implement its digital marketing.
Implementation plan involves-

Determination and understanding audience- This involves determining and understanding
audience which will be addressed through digital marketing.
Digital Marketing
Segmentation- In geographical, and demographic segmentation Easy jet utilise segments of
lower-middle class and middle class customers (Kingsnorth, S. 2019).
Targeting- Targeting strategy of Easy Jet is differentiated targeting strategy and in this multiple
segments are targeted by Easy Jet.
Positioning- Easy Jet has adopted price based positioning.
Determination of goals and objectives- This involves determination of goals and objectives for
marketing. This means what Easy Jet wants to achieve through its digital marketing.
Developing content to be utilised for digital marketing- Content can also be defined as message
that Easy Jet wants to communicate with its audience (Peers, Van Heerde and Dekimpe, 2017).
Content plays important role and should be designed effectively.
Determination of channels- This involves determination of channels through which Easy Jet will
communicate with its target audience. This involves social media, digital media channels.
Strategy requires that channels selected are also right and enable to contact with target
market. Easy Jet requires considering and determining which channel is likely to generate
higher conversion.
Determination of measurement techniques- This involves determining techniques and measures
through which results will be measured. It is important to measure results in order to
understand success of digital marketing and its strategy.
Scheduling review and changes in digital marketing- This is concerned with scheduling when
strategies will be reviewed and potential changes will be made in digital marketing of Easy Jet.

Employing digital marketing and communicating to audience through channels- Once
everything has been determined next stage is to implement digital marketing strategy in order
to achieve organisational objectives.
Budgeting
Budgeting is concerned with determination of budget that is required for implementing
digital marketing of Easy Jet. In relation with budgeting of digital marketing it is important that
budget is allocated on the basis of importance of channels and required cost for implementing
on the channels. Market research is important to understand audience their needs and
requirements (Zhao and et.al., 2019). This is helpful in ensuring that strategies are based on
preferences of customers. Content design involves assistance from specialist and designing
effective content as message from Easy Jet. Digital marketing cost involves social media
marketing and email marketing. In this because Easy Jet is a airline and through use of digital
media it can make customised messages to customers through Email and this is why email is
important channels. Social media marketing help Easy Jet in connecting with customers through
various means.
Measurement of Plan
Total sites visits – This involves total visits on the website of Easy Jet (Järvinen, 2016). Higher
number of site visits indicates that digital marketing of Easy Jet has been successful in driving
attention of audience.
Traffic by Source- This is another measure in which success of marketing can be analysed
through traffic driven by source (Implementing Your 2020 Digital Marketing Plan: 8 Important
Steps to Take, 2020). This means from where customers and audiences has visited site of Easy
Jet.
Cost and revenue per visit–This is concerned with cost involved and revenue generated
through each visitor on website of Easy Jet.This is one of the most important indicator of
success of digital marketing (Saura, Palos-Sánchez and Cerdá Suárez, 2017). This means that

everyone who visit advertisement and content of Easy Jet not necessarily utilise and buy
services of the company. Cost and revenue per visit involves cost associated with acquisition of
one valuable customer and what revenue they contribute in Easy Jet.
CONCLUSION
On the basis of above discussion, it can be concluded effective digital marketing can play
a very important role in success and growth of organisation. Here it is recommended that Easy
Jet should utilise content marketing and should implement experiential and influencer
marketing through its digital channels. This is because these are recent trends in digital
marketing and are successful.

REFERENCES
Books and Journals
Baxter, G. (2019). A strategic analysis of Cargolux Airlines International position in the global air
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Bjerke, M. B., &Renger, R. (2017). Being smart about writing SMART objectives. Evaluation and
program planning. 61. 125-127.
Dey, K. (2016). SWOT Analysis of the EasyJet Airline Company. GRIN Verlag.
Järvinen, J. (2016). The use of digital analytics for measuring and optimizing digital marketing
performance. Jyväskylä studies in business and economics. (170).
Jovanov, T., &Bezovski, Z. (2020). An insight into the content of the marketing plan as a guide
for business operations. Macedonian International Journal of Marketing. 6(12). 7-16.
Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing.
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Kreutzer, R. T. (2019). Tools for the Strategic Analysis. In Toolbox for Marketing and
Management (pp. 89-142). Springer, Cham.
Moreno-Izquierdo, L., Ramón-Rodríguez, A. B., & Perles-Ribes, J. F. (2016). Pricing strategies of
the European low-cost carriers explained using Porter's Five Forces Model. Tourism
Economics. 22(2). 293-310.
Peers, Y., Van Heerde, H. J., &Dekimpe, M. G. (2017). Marketing budget allocation across
countries: the role of international business cycles. Marketing Science. 36(5). 792-
809.
Saura, J. R., Palos-Sánchez, P., & Cerdá Suárez, L. M. (2017). Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4), 76.
Zhao, K & et.al., (2019, July). A Unified Framework for Marketing Budget Allocation.
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Implementing Your 2020 Digital Marketing Plan: 8 Important Steps to Take. 2020. [Online].
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