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

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free media through which the organization achieves publicity by undertaking promotional
activities. On the other hand, paid media refers to the PPC advertising, display ads and branded
content. However, the external marketing efforts present in the paid media associated with paid
placement. Owned media refers to the communication channels that are present under the
control of a specific person. As for example, email marketing is an owned media.
Establishment of a smart goal is necessary for the social media marketing as it enables
the business organization to set their target audience for the social media campaign (Felix et al.
2017). In the context of Ryanair, they need to carry out a social media audit by assessing the
effectiveness of the current social media. Bringing improvement in the social media account
is crucial to improving social media marketing. This will enable Ryanair to optimize the profile
for SEO. This will generate huge traffic to the website. Accumulation of the social media
inspiration from the consumers will allow this airline industry to identify the style and habits of
their target audience. Development of the content marketing plan by creating informative ads
regarding the service will be helpful for Ryanair to increase the traffic numbers.
Various social channels like Facebook, Twitter, Instagram, and Linkedin are beneficial to
engage the customers as a huge population from different geographical regions spend a valuable
time on social media (Ju et al. 2014). However, often people, search cheap and quality services
like air tickets through the social network. Hence, advertisement of the Ryanair through such
social media channel will beneficial for them to get new customers. On the other hand, by
measuring the traffic numbers on the Facebook and Instagram pages Ryanair will be able to
measure the traffic engagement.

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7. Explanation of the mobile marketing in the context of Ryanair
Mobile marketing is an advanced digital marketing strategy to introduce the product and
service to the target customer (Ju et al. 2014). However, smart phones, tablets, and mobile
devices are used to carry out the mobile marketing process. However, mobile marketing is nthe
easiest way to advertise the product and service to a large population. In the context of Ryanair
mobile marketing will enable this organization to develop a better search optimization for the
target audience. However, in the recent years, people use mobile in a rapid manner. Every
feature of the desktop computer is found in the mobile handset, which allows the people to get a
better experience of shopping. Search is a vital element to reach to a particular service and
product. Therefore, the entire information can be obtained from the search result (Stanoevska-
Slabeva et al. 2014). Hence, mobile marketing will enable the customer of Ryanair to open the
search engine like Google and to search their required service or product. As for example, people
search for the low cost service. Therefore, the low price service offer of Ryanair can reach to the
consumer domain through the mobile marketing.
Proximity marketing is process of advertising via wireless distribution that can be done
via mobile marketing (Florido-Benitez et al. 2017). This digital marketing focuses on the
localized people. In the context of Ryanair such marketing will be improved by advertising their
service via mobile phone. On the other hand, smart phone includes various apps, which gives
opportunity to the users to get quick access of their service. As for example, Ryanair has official
mobile apps through which the customers of this organization can book cheapest flight in easiest
and quick manner. Maximum people those use the smart phones keep it always in their hand,
which allows the business organization to reach potential customer's domain. On the other hand,

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mobile marketing is a cost-effective way for the advertisement process. On the other hand,
success of the digital marketing can be measured via mobile marketing in the context of Ryanair.
Figure 1: Mobile marketing of Ryanair
(Source: Felix et al. 2017)
8. Measurement of the success of the digital strategy in the context of Ryanair
Success of the digital marketing needs to be measured in the context of Ryanair airline.
However, web analytics strategy will be helpful to measure the success of the digital marketing
for an organization. Web analytics strategy enables the organization to select the right target
metrics and process (Haddad 2017). Success of the digital marketing depends on the analytics
tool. As for example, data visualization tool like standalone tool is a crucial tool to observe the

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real-time data in the digital marketing process. On the other hand, multi-channel analytics allows
Ryanair to gather data from different channels, which makes the business more digital. The main
target customers of this organization are the business owner and the family members. On the
other hand, it is crucial for this business to forecast the outcomes that will be occurred from the
digital marketing. Measurement of the online sales will be helpful for an organization to measure
the success of the digital tool (Kannan 2017). By using Google Analytics Ryanair will be able to
track their sales through online. However, the customers send request regarding the information
of a service via company website. Hence, Google Analytics will help Ryanair to identify the
campaign result that is used mostly in their various web forms.
9. Key tasks and the activities to develop an effective digital marketing strategy
Key milestones include basic measurement, custom measurement and customer
intelligence. Basic measurement focuses on the web analytics process to understand the number
of visitors in a company website. Custom management enables an organization to align the
business strategies with the analytics report. Custom report gives more targeted insights into the
activities of the users (Erkollar and Oberer 2017). Therefore, Ryanair needs to expand their focus
from the digital marketing plan to the area of customer intelligence. For an effective digital
marketing strategy it is crucial to improve the web experience of the customer by providing more
information. The main resources of an effective digital marketing are technical experts, financial
resources and creative workforce. In order to carry out an effective digital marketing campaign it
is important to establish the communication process between the service and the customers in
context of Ryanair. This can be done by establishing social media pages, blogs, website and
sending email. Identification of the digital marketing budget is crucial for an effective digital
marketing campaign (Florido-Benitez et al. 2017). Therefore, it is important for the Ryanair to

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review the previous data of the digital marketing in the airline industry. Apart from these it is
important for this air industry to use paid promotion like Adwords or paid social media to
enhance their digital marketing campaign.
Conclusion
The entire piece of the study reveals the digital marketing in the context of Ryanair. This
is an airline industry, which offers low price service in EU. However, in the recent years, digital
marketing strategy is crucial for this airline to enhance the marketing process as well as the sales
of this organization. Social media, email marketing, and mobile marketing are the major digital
tools that are used in the digital marketing. However, among the various tools, social media
marketing is the crucial platform that will enable this airline company to introduce their service
in a huge population belongs from different geographical regions. On the other hand, email
marketing is cost-effective digital marketing that makes the information confidential and delivers
the messages quickly in the customer domain. Apart from these mobile marketing is another way
to reach the customers with new service offer.

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