Digital Marketing Report: Ryanair's Digital Strategy Analysis

This report provides a comprehensive analysis of Ryanair's digital marketing strategy. It examines the importance of digital marketing for the airline, focusing on SEO, PPC, email marketing, social media marketing, and mobile marketing. The report details the steps and activities required to assess organic search ranking, including keyword selection, content creation, and link building. It also explores paid search activities, outlining tools and strategies for an effective PPC campaign. Furthermore, the report discusses email marketing as a segmentation tool, social media marketing approaches, and the application of mobile marketing. It concludes by addressing the measurement of digital strategy success and key tasks for developing an effective digital marketing plan for Ryanair. The report emphasizes the benefits of digital transformation for the airline industry and the importance of adapting to changing consumer behavior.

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student:
Name of the University:
Author’s Note:

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Executive summary
The entire report deals with the digital marketing strategy in the context Ryanair airline. This
organization has planned to carry out the digital marketing strategy to introduce their service and
to enhance their sales revenue generation. On the other hand, application of social media, email
marketing and mobile marketing will be effective for this organization to transfer their traditional
marketing process in the digital marketing. In the recent years digital marketing will be
beneficial for this organization. In order to implement the digital marketing process they need to
identify the target market. Business owners and the families are the main target market of such
organization. However, it is important to forecast the outcomes of the digital marketing before its
implementation. This will allow such organization to establish an effective digital marketing.

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Table of Contents
Introduction......................................................................................................................................4
1. Importance of the Digital marketing in context of Ryanair.........................................................4
2. Steps and activities to assess the organic search ranking activities in context of Ryanair and
importance of SEO..........................................................................................................................6
3. Steps process and tool to analyze the existing paid search activity in the context of Ryanair
and design of the effective PPC strategy.........................................................................................8
4. Online display advertising campaign in the context of Ryanair................................................10
5. Discussion of the email marketing and its use as an effective segmentation tool.....................11
6. Discussion of the social media marketing.................................................................................12
7. Explanation of the mobile marketing in the context of Ryanair................................................14
8. Measurement of the success of the digital strategy in the context of Ryanair..........................15
9. Key tasks and the activities to develop an effective digital marketing strategy........................16
Conclusion.....................................................................................................................................17
References......................................................................................................................................18

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Introduction
The term digital marketing is very common for the business world in the recent years.
Every business is leading their step forward towards the application of digital tools in their
marketing. However, in the recent years digital marketing is crucial in every business sector,
which not only helps the business to communicate with the people but also beneficial for the
consumers. This enables the business to gain more attention from the customers. In the context
of aviation industry, this digital marketing serves as the vital element to change the business
operation (Knoblich et al. 2017). Application of the digital marketing develops a new level of
collaboration, which makes a connection between the technology and the people in order to
provide quality service in the airline industry. This study deals with the digital marketing in the
context of Ryanair airline industry. Application of the various tools and approaches of the digital
marketing in this organization will be discussed in this study.
1. Importance of the Digital marketing in context of Ryanair
Ryanair airline is a low-cost airline industry situated in Dublin. Their primary operation
takes place in Dublin and London Stansted. This is considered as the largest airline in Europe.
They carry huge international passengers in comparison to other airline industries in Europe.
They have 403 Boeing and 800 aircraft (Ryanair.com 2017). They also provide pilot training.
This organization is mostly popular for their low-cost service. Their traditional marketing
includes advertisement of the service via printed mail, leaflets, pamphlets, and television. It is
well-known that travel is a growing industry and the digital marketing contributes immensely to
its growth (Hapsari et al. 2017). Digital marketing will give shape to the business of Ryanair and
yields high profit with better outcomes. Digital transformation enables this organization to

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strengthen their performance in the global market and leads them to capture further growth in
future.
The traditional marketing process of Ryanair is too time-consuming and consists less
value in the customer domain. However, digital marketing is preferred by the customers rather
than the traditional marketing as people get less time in their routine bound life. Hence, digital
marketing provides the opportunity to the consumers to get quick access to a service (Halpern
2016). Ryanair will get millions of fan as well as new customers in the social media site that is a
part of the digital marketing. In the modern time, maximum people use the internet to get
information about any product and service (Nathan et al. 2017). Hence, for Ryanair
incorporation of the digital marketing in their traditional marketing process will be the best
choice for their business.
Digital marketing tools include SEO, website, internet banner, pay per click, e-mail
marketing, mobile marketing, online video content and the most popular is the social media
marketing. Such marketing tools are useful for this organization to transform the traditional
marketing process into the digital marketing (Shaikh 2016). However, such marketing tools
improve the service as well as the communication between the customers and Ryanair. Digital
marketing tools are time and cost effective in comparison to the traditional marketing. Social
media marketing will enhance the popularity of Ryanair in the consumer domain while SEO
helps the consumer to get easy access to this airline service by online ticket booking, gathering
service information and so on. Mobile marketing and website will enable the organization to
introduce their service in the customer's domains belong from different geographical regions.
Digital marketing will reduce the labor cost in the context of Ryanair. On the other hand, internet
banner and the advertisement are more attractive for the customer rather than the traditional

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posters, leaflets, and pamphlets. This will be helpful for such organization to make their service
global.
2. Steps and activities to assess the organic search ranking activities in context of Ryanair
and importance of SEO
Every business needs to show the top result when their consumers search for a particular
product or service. However, people use the search engine to get a good result to solve their
queries and get more information about the products (Marks and Le 2017). To get a good result a
solid SEO strategy is required for Ryanair, which includes various steps and activities to improve
the search ranking activities. SEO is the vital tool that is used to assess the organic search
ranking activities. SEO refers to a process, which includes traffic from organic, editorial and
natural search result on any search engine.
Development a list of keywords is crucial to maximize the search ranking activities. By
selecting the proper keyword regarding the product and service, the organization will be able to
improve the performance of the search engine optimization.
Rationale: Preparation of the list for the particular keywords regarding the products is helpful
for a business as the consumers are able to get a quick result by searching through these
keywords (Carraher et al. 2017). This enhances the organic search ranking in the context of
Ryanair.
Establishment of the keyword-focused pages is another crucial activity to increase the
organic search ranking process in the context of any organization (Zhang and Cabage 2017). In
the context of website and ranking in the search engine, it is important to develop multiple web

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pages for the specific keywords. Ryanair can use the selected keywords to identify the number of
the web pages that they can create.
Rationale: Development of the keyword-focused page enables the customers to understand the
number of products and locations of a business (Kini et al. 2017). This will be helpful for
Ryanair and for its customers to find this service in the search engine. Hence, the keywords do
not matter in that case. However, each web page requires more clear content from the customers
and the organizational prospects. Therefore, pictures and links should be incorporated in this web
page to increase the user experience. Ryanair can prepare a list in order to form the different web
pages, which will enable them to rank these web pages according to their importance. However,
it is important for this organization to create new web pages and to improve the existing web
pages as this will enable this organization to assess the search engine ranking activities.
Development of the blog is an important way to engage the users and to rank for the
selected keywords (Dhar 2017). However, each blog refers to a new website that gives the
organization a new chance to rank in the search engine. In the context of Ryanair, it is crucial to
develop a blog at least once in a week to measure the success of SEO and to maximize its
ranking.
Rationale: An organization sets a blog for the audience rather than the search engine (Zhang and
Cabage 2017). This blog includes relevant keywords and, which increase the interest of the
audience and improve the ranking in the search engine in the context of Ryanair.
Creation of the link is beneficial for an organization. The above first three activities of
SEO, highlight on the on-page SEO tactics while link development is associated with the off-
page SEO tactics (Marks and Le 2017).

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Rationale: Creation of the link facilitates the process through which the search engine ranks on
the webpage of Ryanair. This activity enables this organization to exchange their links with other
business and create blogs in order to share them on Facebook, Twitter, Google+ and Linkedin. It
is important to give scope to other bloggers to create the guest blogging on the Ryanair webpage.
This enables such organization to link back on their website.
Focus on the SEO news and measure the success of SEO are other crucial activities
that involve in assessing the organic search ranking activities (Carraher et al. 2017).
Rationale: In the context of Ryanair they need to adopt best practices to stay on the top of SEO
news. By using SEOBook, SEOmoz and search engine land this organization will be able to get a
position on the top SEO news. On the other hand, by creating web analytics package or
dashboard an organization is able to monitor the number of traffic enters in their web-page
through the organic search (Marks and Le 2017). Ryanair needs to track the indexed page,
inbound links, ROI and the exact ranking on search engine results page. This will be helpful to
measure the success of this approach and to improve the company’s organic search raking
performance.
3. Steps process and tool to analyze the existing paid search activity in the context of
Ryanair and design of the effective PPC strategy
iSpionage is software that allows the organization to get the insight of the keywords,
which are effective to gain competitive advantages. This is beneficial to analyze the paid search
activities in the context of an organization (Rutz et al. 2017). PPC or pay per click refers to the
cost per click. This is an internet advertising model, which is applied to move traffic to the
business website. The First-tier search engine such as Google Adwords and Microsoft Bing are

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associated with this digital tool. Hence, iSpionage allows the Ryanair to understand the
competition level. If Ryanair uses PPC with the small budget then application of iSpionage will
enable this business to increase the ROI. On the other hand, use of SEMrush is another tool,
which allows an organization to identify the advertising competitors according to the selected
keywords. By using this tool, Ryanair will be able to click on the competitor’s website to find
their keywords.
In order to analyze the existing paid search activity of an organization, it is important for
an organization to determine the keywords. Web analytical software includes a huge competition
in the paid search. Hence, by making the best keyword Ryanair will be able to measure the paid
search activities. On the other hand, it is crucial for an organization to view the ad formats of
their competitors (Kritzinger and Weideman 2017). This will improve the existing activities of
PPC in the context of Ryanair. On the other hand, generating alternative keyword ideas is helpful
to analyze the existing PPC activities.
PPC strategy aims to increase the visibility of the websites and to increase the traffic on
that website. In order to develop a good PPC strategy, it is crucial to choose the platform to
generate PPC ads (Aslam and Karjaluoto 2017). However, Google, Bing, Social media and
Yahoo are the common platforms for PPC ads. In the context of Ryanair Airline, use of Google
and social media will be the good platform to post their PPC ads. This organization offers low-
cost service and maximum people search for the low price service via Google and social media.
Thus, it will be crucial for such organization to increase the traffic in their website and make it
visible along with SEO. On the other hand, geo and device targeting are crucial to develop an
effective PPC strategy. This will allow Ryanair to choose the target place and the device to
attract the customer towards their website. Posting an effective ad text is necessary to increase

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the visibility of the product website as well as the number of traffic (Kritzinger and Weideman
2017). In the context of Ryanair, posting an effective and attractive ad text regarding their
service will be helpful to increase the traffic number and website visibility.
4. Online display advertising campaign in the context of Ryanair
Online display advertising campaign includes video ads, social media ads, Search engine
marketing and native advertisement. Business owners and the families of EU are the main target
audiences of Ryanair. In the recent years, maximum business and every individual is associated
with the social media for business purpose and entertainment (Auschaitrakul and Mukherjee
2017). For this reason, online display advertising campaign via social media will be helpful for
Ryanair to increase their brand awareness among the target audience. The main objective of the
social media campaign for Ryanair is to increase the customer number from different
geographical regions by providing low price service. Hence, the social media campaign will
enable this organization to advertise their service features, as well as their low pricing strategy in
the large population which includes both business and the families. Another objective of such
campaign is to introduce their service in the international market that is outside the EU.
Facebook, Twitter, Linkedin, and Instagram will be the suitable publisher for the social
media campaign. These sites are popular in the public domain as various businesses and families
are connected with such sites (Schwartz et al. 2017). In the context of Ryanair, their main target
audiences are business owners and the families. Thus, such publishers will be effective for this
organization to increase their brand awareness. The format is a crucial part of an online display
advertising campaign. However, people show much response to the Facebook posts regarding the
sales occurring on the website rather than new merchandise. Hence, Ryanair needs to establish

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an online display campaign via social media, which is associated with the sales. The file size
should be low on the website while posting the service ads (Mirrokni and Nazerzadeh 2017).
Providing attractive ads with detail product information on the website will increase the
customer numbers. On the other hand, social media gives the platform to Ryanair to introduce
their low-cost services in the global market, which also enhances the brand awareness.
Maintenance of the privacy as information of the user is crucial during the online display
advertising via social media (Schwartz et al. 2017). However, for Ryanair, it is important to
follow the Data Protection Act (1998), to keep the confidentiality of the personal information of
customers and the organization. Therefore, by identifying the followers on the Facebook page
this organization can measure the effectiveness of their social media campaigns.
5. Discussion of the email marketing and its use as an effective segmentation tool
Emil marketing is associated with the delivery of the commercial messages to a specific
group of people (Zhang et al. 2017). This marketing tool is used to send the advertisement,
business request and product introduction to the people. The main aim of email marketing is to
create brand awareness. One of the important activities of the email marketing is to collect the
data of the target audience. Next step is to identify the concept of emailing broadcast before
sending the email. This enhances the communication frequency between the organization and the
customers. Therefore, development of the specific content for the target customers is another
step of email marketing. Emailing set up and email blast is included in the email marketing to
deliver the service information to the consumer domain. Evaluation of the result such as
observation of the sent email and undeliverable email is necessary to measure the success of the
email marketing (Kaur and Sharma 2017).

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Email marketing can be used as an effective segmentation tool to increase the digital
marketing approach in a business. This digital marketing tool reduces the effort and the time in a
business promotion (Serrat 2017). In the context of Ryanair by using the email marketing, they
will be able to provide the ticket confirmation to the customers quickly. On the other hand, new
service offer can be sent to the target audience via email and this information will be
confidential. On the other hand, Ryanair will be able to send a real-time message to their
customers regarding service while telesales campaign takes more time to deliver a message
(Zhang et al. 2017). Email marketing enables an organization to send personalized email, which
may include purchase or sales history. In the context of Ryanair, a frequent communication can
be developed between the organization and customers via email marketing as it takes less time
than other advertising channels. Apart from these, this organization can send the message to their
most targeting customers, which enhances the customer loyalty and sales.
Spam is a major disadvantage of email marketing that irritates the consumers if the mail
cannot be sent to the specific audience (Zhang et al. 2017). In the context of Ryanair, they need
to deliver a well-structured email to the customers otherwise; it may break the impression of
customers over the brand. Any fault in the email process may lead the organization to loss their
client and it also increases the business cost. A badly written email affects the brand image and
in order to retain the client, the organization needs to develop new email campaign, which
increases the business cost.
6. Discussion of the social media marketing
Social media marketing is a modern marketing tool that allows the organization to gain
traffic attention via different social media channels (Rodriguez et al. 2015). Earn media is the