Analyzing E-Strategies, Performance, and Digital Trends: Airlines

This report provides a comprehensive analysis of e-strategies, performance metrics, digital marketing trends, and social media strategies within the airline industry. It examines various marketing approaches, including email marketing, SEO, content marketing, paid search, offline direct marketing, affiliate marketing, mobile marketing, and online display advertising, evaluating their effectiveness and providing real-world examples. The report also delves into performance measurement, exploring native advertising, search engine optimization, review sites, company partnerships, performance-based traditional media buys, and the role of bloggers. Furthermore, it investigates digital marketing trends such as multi-channel analytics, integrated planning, and paid media, assessing their impact on the airline industry. Finally, it explores the use of social media for increasing brand awareness, driving website traffic, and boosting brand engagement, providing insights into how airlines leverage these platforms to connect with their target audiences and enhance their overall marketing strategies. The report includes various graphs, charts, and evidence to support the findings.

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

1E-STRATEGIES AND PERFORMANCE
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.

2E-STRATEGIES AND PERFORMANCE
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

3E-STRATEGIES AND PERFORMANCE
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

4E-STRATEGIES AND PERFORMANCE
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

5E-STRATEGIES AND PERFORMANCE
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.

6E-STRATEGIES AND PERFORMANCE
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

7E-STRATEGIES AND PERFORMANCE
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

8E-STRATEGIES AND PERFORMANCE
airline organizations help in the protection of the brand name of the company within the airline
industry.
Offline Direct Marketing
The offline direct marketing activities helps in the creation of the greater popularity of the
concerned airlines in the international markets (Di Gregorio et al. 2019). The offline direct
marketing activities within the airline industry helps in the increase in the client base of the
companies in the airline industry.
Affiliate Marketing
The affiliate marketing activities as have been implemented within the airline industry
helps the concerned company to provide the concerned clients with the proper pricing that are
required to maintain the existing client base of the organization (De Pelsmacker, Van Tilburg
and Holthof 2018). This might be helpful in attracting the potential clients to the company.
Mobile Marketing
The mobile marketing strategy helps the company to reach out to the clients in a personal
manner. The activities of mobile marketing help in the improvement of the communication
among the company and its stakeholders as well as helps the concerned company in the
promotion of the company as well as attract other potential clients to the organization (Cordina et
al. 2017).
Online Display Advertising
The online display advertising activities tend to have been dealing in the activities that
would help in the attraction of a greater number of potential clients towards the concerned
organization (Chaffey and Smith 2017).

9E-STRATEGIES AND PERFORMANCE
Arguments
According to Sheikh, Shahzad and Ishak (2016), the increase in the customer relationship
management helps the concerned companies in the airline industry to attract the potential clients
to the concerned companies. The inclusion of the customer relationship management within the
given organizations help in the proper understanding of the issues that are related to the behavior
of the clients and the issues that are highlighted in terms of the factors like the attraction of the
clients to the organization. The opinions seconded by Takavarasha Jr and Masunungure (2016)
emphasize on the increase in the overall understanding of the issues and the processes that are
involved in the increase in the client base of the organizations. The increase in the number of the
clients is known to have been helpful in the increase in the overall revenue that is gained by the
concerned company.
The airline industry in general is known to have been dealing in the activities that are
aimed at the increase of the revenue as well as the popularization of the concerned companies in
discussion. The overall understanding of the increase in the number of clients who have been
attached to the concerned organization lead to the increase in the popularization of the concerned
airline thereby leading to the increase in the client base of the organization thereby leading to the
conditions wherein the company would be facing increase in the revenues that it has been
earning in the given markets (Angeloska-Dichovska and Petkovska-Mirchevska 2017). The
implementation of the motivational theories and the required communication helps in the
understanding of the proper ways in which the given organization might achieve the proper
competitive edge over the other concerns that are present within the industry.
The implementation of the strategies that deal with the management of the concerned
clientele tend to have been helpful in the matters that are related to the engagement of the several

10E-STRATEGIES AND PERFORMANCE
stakeholders in the operations of the company. The engagement of the stakeholders helps in the
understanding of the demands and the wants of the concerned clients within the organization
which in turn might lead to the increment and development of the services that are offered to the
concerned clientele. This in turn helps the company to assist the attainment of the demands of the
clients as well as attract the clientele to the company (Iovino and Migliaccio 2019). The
implementation of the various strategies of communication like the email marketing and the
strategies of communicating the triggered emails to the clients lead to the betterment and the
increased convenience in terms of the communication to the clientele which in turn leads to the
retention of the existing clients within the company. This leads to the increase in the loyalty of
the clients towards the company as well. This further helps in the understanding of the ways and
the techniques that would help in the attraction of the potential clients to the concerned
organization as well (Kasasbeh et al. 2017). This in turn helps in the development of the
competitive edge within the international markets.
Performance
Strategies
The operations within the airline industry are generally based on the matters that are
related to the overall understanding of the key indicators of the proper management. The
performance of the organization is majorly dependent on the issues that are maintained within
the client base as well as the feedback that is highlighted by the employees of the organization.
The major theories that might be highlighted in the operations of the airline industry refer to the
theories of the performance management as have been implemented within the organization (Lee
et al. 2016). The performance management theories as have been highlighted in the airline

11E-STRATEGIES AND PERFORMANCE
industry is observed to have been highly associated with the motivation that needs to be provided
to the concerned clientele of the organization.
Performance management theory
The major theory of the performance management refers to the theory that is provided by
the goal-setting theory as highlighted by Locke and Latham in the year 2002 (Noe et al. 2017).
The goal setting theory by Locke and Latham highlighted the fact that the setting of the goals
within the concern highlights the fact that the goals of the employees help in the highlighting of
the issues in the performance of the concerned organizational workforce members. The inclusion
of the goal setting theory as a measure for the proper gradation of the performance of the
employees within the organization highlights the fact that the employees of the organization
should be setting their goals according to the performance that they have been delivering to the
concerned organization. The goal-setting theory is implacable to the conditions wherein the
employees have a proper control over the performance that they have been delivering at the
various points of time (Hasan and Ali 2017). The management of the performance within the
airline industry is often based on the issues as have been highlighted regarding the performance
that is being delivered by the concerned employees of the organization. The performance of the
staff refers to the performance that is delivered by the ground staff as well as the onboard crew
that is serving the organization.
Departmental performance
The trends as have been observed within the airline industry refer to the fact that the
performance within the airline industry is known to have been composed of the performance that
is delivered by the concerned groups and departments that are presented within the organization.
The proper performance of the airline industry is measured with the help of the performance that