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).

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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

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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

12E-STRATEGIES AND PERFORMANCE
is delivered by the several departments present within the given organization (Cordina et al.
2017). The understanding of the performance of the organizational workforce helps the
organization to deal in the matters that are related to the overall performance of the organization
in the industry as well [Refer to Appendix B]. This in turn helps the organizational management
in dealing with the activities that are related to the implementation and execution of the various
rules and regulations that would help in the progress of the organization in the international
markets (Krush et al. 2016). The increase in the organizational performance also helps in the
gaining of the competitive edge of the given organization operating within the airline industry.
Native Advertising
The native advertising strategies would help in the performance of the concerned airline
organization (Cardoso et al. 2017). This is due to the fact that the native advertising would help
the concerned organizations to gain a proper performance within the given markets.
Search Engine
The introduction of the search engines within the airline organizations helps in boosting
the performance within the organization (Bazazo et al. 2017). This is due to the increase in the
transparency within the organization.
Review sites
The various opinions of the clients that are posted within the review sites affect the
performance of the organization (Bates and Migliore 2018). The positive reviews help the
concern to attract the potential clients and thereby improve the revenue that is earned by the
company.

13E-STRATEGIES AND PERFORMANCE
Company partnerships
The partnerships with the other companies help in gaining access to the larger clientele as
well as improvement in the performance of the company (Assimakopoulos et al. 2017). This in
turn affects the performance of the company in the international markets.
Performance based traditional media buys
The traditional media helps in the improvement of the performance of the concerned
airline company. The proper amount of advertisements in the various traditional media channels
would assist in reaching out to a larger audience which in turn would help the concerned
company to enhance the performance levels (Angeloska-Dichovska and Petkovska-Mirchevska
2017).
Bloggers
Bloggers play a major role in the development of the performance of the concerned
airline companies (Andersson, Lanvin and Van der Heyden 2016). The experience that they
share over the blogs help in attracting potential clients to the organization thereby leading to the
development in the performance of the organization.
Arguments
According to the opinions of Bazazo et al. (2017), the performance of the employees of
the organization is highlighted within the airline industry of the world with the help of the work
that they deliver towards the concerned company. The experts highlight the fact that the
management of the performance as highlighted within the organization is judged on the basis of
the performance as is delivered by the employees working at the varied positions within the
company. The trends within the airline industry highlight that the performance is highly
dependent on the matters that are related to the overall development of the individual

14E-STRATEGIES AND PERFORMANCE
performance (Pasquier and Villeneuve 2017). The individual performance of the people involved
in the organization is highly influenced by the goals that have been set by the concerned
organization.
The performance of the airline industry is highly dependent on the issues that are
highlighted in terms of the goals that have been set by the concerned employees as well as the
concerned management. 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 (Goh et al. 2019). 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. 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 (Yu, Ramanathan and Nath 2017). The major factors as have been described in this
case refer to the concepts of the management of the human resources, the factors that have been
related to the motivation of the employees of the organization as well as the factors that are
related to goals that have been set by the concerned management of the organization.
De Pelsmacker, Van Tilburg and Holthof (2018) further opine that in order to deal with a
proper increment in the performance of the airline industry in the international markets, the
airline organizations are expected to deal in the matters that are related to the proper setting of
the organizational goals. The increase in the overall performance of the organization is known to
have been helpful in the overall understanding of the ways in which the company might gain the
competitive advantage within the international markets.

15E-STRATEGIES AND PERFORMANCE
Digital Trend/marketing
Strategies
The airline industry as have been presented within the international markets is known to
have been dealing with the issues that are related to the inclusion of the various trends within the
operations of the concerned company. These trends include the inclusion of the artificial
intelligence within the activities that are undertaken by the employees within the airline industry.
The trends further include the ease in the sharing of the data in a seamless manner over the
blockchain and the cloud as well as the travel activities within the virtual reality as is presented
by the concerned airline company (Chaffey and Smith 2017). An example of this is observed in
the services that are offered by the Emirate Airlines. The airline industry is also known for the
inclusion of the convenience for the clients for providing feedback against the services that they
have been provided with during their travel with the concerned airline company. The airline
companies that have been operating within the international markets in the present times have
been observed to have been dealing in the inclusion of the biometrics within the operations that
are undertaken by the clients in dealing with the activities like onboarding of the passengers at
the various airports.
Types of strategies
Social Media Marketing Strategies
The digital marketing that is generally adapted by the organizations of the airline industry
refer to the inclusion and the adaptation of the various strategies that are related to the digital
marketing. The major strategies that are used for the digital marketing within the airline industry
refer to the trends that are required for the inclusion of the digitalization within the industry as
well. These strategies refer to the inclusion of the social media marketing strategies in the

16E-STRATEGIES AND PERFORMANCE
operations of the concerned airline company (Sklyar et al. 2019). The inclusion of the social
media marketing helps the concerned airlines to deal in the matters that are related to the
attraction of a greater number of potential clients to the concerned company [Refer to Appendix
C]. The increase in the number of the clients of the company would further help in the increase
in the revenue of the company as well.
Multi-channel analytics
The presence of the organization at the various platforms for digital marketing enhances
the chances of the airline company to increase the client base of the organization (Alves,
Fernandes and Raposo 2016). This also helps in the attraction of the greater number of clients
towards the organization as well.
Integrated planning
A proper integrated planning of the digital marketing activities and an update regarding
the trends that are followed within the industry helps in the maintenance of the ways in which the
digital trends would be used within the industry (Ryan 2016). The planning of the digital media
trends and the strategies need to be included within the industry in order to deal in the proper
understanding of the market trends as well.
Paid media
The inclusion of the paid media within the airline industry plays a crucial role in the
overall development of the concerned company. Felix, Rauschnabel and Hinsch (2017) highlight
that the paid media helps in the conduction of the studies and the researches that would help in
the overall understanding of the ways in which the companies might undertake the promotional
activities in order to deal in the increase in the performance of the company.

17E-STRATEGIES AND PERFORMANCE
Arguments
Di Gregorio et al. (2019) argue that the inclusion of the various digital marketing
strategies within the airline industry have helped in the overall growth of the industry on an
international level. The strategies that have highlighted in the development of the digitalization
within the airline industry would help in the matters that are highlighted in terms of the
performance of the company in the international markets. The inclusion of these strategies
highlights the various ways in which the concern would be capable of attracting the potential
clients towards the organization as well as retain the existing clients as well. The major strategies
that are used for the digital marketing within the airline industry refer to the trends that are
required for the inclusion of the digitalization within the industry as well. These strategies refer
to the inclusion of the social media marketing strategies in the operations of the concerned airline
company. The inclusion of the social media marketing helps the concerned airlines to deal in the
matters that are related to the attraction of a greater number of potential clients to the concerned
company (Szalavetz 2019). The inclusion of the social media within the operations and the
interactions of the concerned organization assists in the proper understanding of the ways in
which the company might put forth an improvement in the operations that they have been
undertaking within the organization.
Andersson, Lanvin and Van der Heyden (2016) further state that the digitalization of the
airline industry helps the concerned organization to deal in the activities that are related to the
development of several features that are required for the overall improvement in the strategies
that are used by the organization in order to deal in the matters that are used to attract the
potential client to the company. This in turn leads to the increase in the international as well as
the domestic client base. The introduction of the interactive media also helps in providing the

18E-STRATEGIES AND PERFORMANCE
needed clarification for the clients who have been apprehensive about the activities of the airline
companies. The interactive media would further help in the proper understanding of the issues
that are highlighted in case of the feedbacks that are provided by the concerned clients who have
been travelling for varied purposes with the concerned airline company. Bates and Migliore
(2018) opine that the online content marketing strategies that are used by the airline industry
should also be closely monitored in order to help the concerned company to have a proper
development in terms of the services that they provide to the client. The inclusion of these
strategies would render the concern capable of attracting the potential clients towards the
organization as well as retain the existing clients as well. The increase in the clients would lead
to the increase in the business opportunities as well as the revenue that is earned by the
international airline industry (Oks, Fritzsche and Lehmann 2016). 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.
Social Media
Strategies
Social media is one of the most important and the most effective medium for the
advertisement that is used by almost every business organization.
Communication and Reviews
The social media present within the international marketing scenario helps the concerned
companies to establish a proper understanding of the demands and the wants of the concerned
clients. This in turn is known to have been dealing in the matters that are related to the increase
in the communication with the clientele of the organization as well as the development of the
interactions with the clientele (Macarthy 2018). This helps the concerned management in gaining

19E-STRATEGIES AND PERFORMANCE
a better insight into the issues that are faced by the concerned clientele of the organization. The
proper amount of the presence within the several social media platforms help the concerned
company to have a greater knowledge regarding the issues that are highlighted by the clients in
the services that they have been receiving.
The social media also helps the concerned organizations to gain positive reviews as well.
This in turn helps the concerned company to generate a proper presence within the social media
and thus attract a greater number of clients. The social media platforms often act as the proper
area or medium to develop an interaction with the clientele (Tuten and Solomon 2017). The use
of social media for the purpose of advertising helps the company to gain a wider audience for the
concerned organization which in turn leads to the development of the wider client base of the
organization.
Corporate Social Responsibility
The social media further helps the airline organizations to demonstrate the various
measures that they have been undertaking in regards to the corporate social responsibility that is
maintained by the organization. This is generally observed in case wherein the airlines
demonstrate the inclusion of the diversity within the organization. One of the most significant
examples in this case refers to the handling of the social media by the international airlines Delta.
The company had resorted to the social media platform of Facebook in order to highlight the
employment of the female members within the crew. The company had shared a picture of their
all-female cockpit crew in the year 2017 which had helped them in connecting with the potential
clientele as well as the potential employees of the organization (Cardoso et al. 2017). The picture
that was shared by the airline company is known to have included female employees who
majorly belonged to the African-American background. This in turn led to the company being

20E-STRATEGIES AND PERFORMANCE
capable of connecting to a wider employee base as well. The social media is further useful for
posting several attractive advertisements as well. This helps the concerned company to have been
capable of reaching out to an international client base which would help them in increasing the
revenue that they have been collecting. The social media is further used to demonstrate the
various activities related to the corporate social activities as have been highlighted within the
international markets. This is observed in case of the airline industry situated in Japan. The
airline industry that has been operating in Japan had highlighted the fact that they would extend
rewards to the clients who would be carrying their own cups. This has been identified as one of
the corporate social responsibilities of the airline company which was highlighted in the social
media.
Increase brand awareness
The inclusion of the social media as one of the promotional areas for the airline industry
has led to the increase in the brand awareness within the industry. The brand awareness
regarding the various companies that have been a part of the airline industry have faced a proper
increment with the introduction of the social media within the industry (Kingsnorth 2019). This
in turn has led to the increase in the revenue earned by the organization.
Drive traffic to website
The inclusion of the companies of the airline industry to the social media platforms have
led to the increase in the traffic towards the websites of the airline industry (Noe et al. 2017).
This in turn has helped the companies to attract a greater number of potential clients to the airline
companies.

21E-STRATEGIES AND PERFORMANCE
Boost brand engagement
The inclusion of the social media platforms as an area for conducting promotional
activities and placing advertisements have led to the increase in the brand engagement within the
airline industry (Lee et al. 2016). This in turn has been useful for increase in the popularity of the
company as well.
Arguments
Jin, Chi and Gao (2018) opine that the inclusion of social media within the business
organizations has proven to be one of the most important communication media that connects the
company with its clients. The interaction within the social media also helps in gaining a better
section of the limelight within the given industry. 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. The major strategies that are used by the airline industry
refer to the strategies including the email marketing. The identification of the proper and apt
social media 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 (Assimakopoulos et al.
2017). The inclusion of the various social media channels as one of the media for the proper
communication with the clientele as well as the other stakeholders of the organization is
observed to have been helpful in the maintenance of the image of the concerned organization in
the international markets.
Advertisements
The social media activities of the organization are also helpful in the maintenance of the
marketing activities as well. The social media platforms often act as the proper area or medium
to develop an interaction with the clientele. The use of social media for the purpose of

22E-STRATEGIES AND PERFORMANCE
advertising helps the company to gain a wider audience for the concerned organization which in
turn leads to the development of the wider client base of the organization (Priluck and Topol
2018). The major strategies that are used for the digital marketing within the airline industry
refer to the trends that are required for the inclusion of the digitalization within the industry as
well. These strategies refer to the inclusion of the social media marketing strategies in the
operations of the concerned airline company [Refer to Appendix D]. The inclusion of the social
media marketing helps the concerned airlines to deal in the matters that are related to the
attraction of a greater number of potential clients to the concerned company (Wang and Kim
2017). This in turn also helps the company to venture into the international markets.
Airline industries are also known to have been utilizing the social media platforms in
order to highlight the various advertisements that they have been publishing in order to reach out
to the wider audience (Keegan and Rowley 2017). This would help in the development of the
client base of the organization which in turn has been helpful in the revenue that is earned by the
organization. The social media is further used to demonstrate the various activities related to the
corporate social activities as have been highlighted within the international markets (Alves,
Fernandes and Raposo 2016). This in turn helps the concerned company to gain a higher
competitive edge within the global markets.

23E-STRATEGIES AND PERFORMANCE
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Appendices [Graphs]
Appendix A: Marketing
Fig.1: Email Marketing
Fig. 2: Triggered Email Marketing Graph

30E-STRATEGIES AND PERFORMANCE
Appendix B: Performance
Fig 3: Performance Growth in Airline Industry
Appendix C: Digital Trends
Fig. 4: Content marketing

31E-STRATEGIES AND PERFORMANCE
Appendix D: Social Media
Fig 5: Social Media Influences