Analysis and Planning: Ryanair Spain Digital Marketing Campaign

This report provides a comprehensive analysis of Ryanair Spain's digital marketing campaign, evaluating the effectiveness of their social media and website usage. It outlines SMART objectives for the campaign, defines the target market using the STP model, and proposes innovative and creative ideas for marketing initiatives, including YouTube ads, Instagram reels, and the application of the marketing mix model. The report also details how to measure the success of the campaign through KPIs and pre-booking analysis, culminating in a marketing planning calendar that schedules activities across various social media platforms to attract the target market and achieve the campaign goals. The report emphasizes the importance of digital marketing for Ryanair Spain and suggests strategies to enhance their online presence and customer engagement.

Aviation Digital marketing
campaign and Marketing
planning calendar
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Table of Contents
1. Current effectiveness of use of social media and website by Ryanair Spain..........................3
2. SMART objectives..................................................................................................................3
3. Target market...........................................................................................................................3
4. Innovative and creative ideas...................................................................................................4
5. Measuring success of campaign..............................................................................................5
6. Marketing planning calendar...................................................................................................5
REFERENCES................................................................................................................................7
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1. Current effectiveness of use of social media and website by Ryanair Spain
It has been analysed that there are many social media which is being effectively used by
Ryanair Spain in promotion of its services. so, it has enabled in attracting a lot of people and
generating revenue. The social media used are as follows
Facebook- this is a social site that is been used by Ryanair Spain . here, they have created their
official page where all info regarding services are shown. The company do promote its services
with this. So it has enabled in attracting a lot of customers. There are almost 1 million followers
of that page on Facebook. They are using this to advertise services (Byskata, 2017).
Instagram- It is also social media used by company. In this they do promotion by posting photos
and advertising services. For that there is an official page created by company. There are almost
5.7 million people who are following that page. Thus, a lot of people are attracted from it. This is
used by Ryanair Spain for promotion.
Twitter – This social site is used by company for sharing of post, photos, videos, etc. regarding
customer experience. Therefore, different tweets are done in order to attract people. The users
are less as compared to other social sites.
Along with that, Ryanair Spain is also having own website that is used for gathering info
about services, products, etc. and also for booking tickets as well. Also, on website promotion is
done by giving details about new services.
2. SMART objectives
Specific - To develop an innovative and creative marketing campaign
Measurable- To increase presence of Ryanair Spain in social media marketing
Achievable- To attain 3% rise in social sites of company in aviation sector
Realistic- To attract 1 million customers through marketing campaign
Time bound – To achieve goals within 4 months that is from December 2020 to March 2021.
It can be analysed that main objective of event is to increase presence of company in
digital marketing. For that several social sites will be used. This will lead to engage people with
company and make them aware about new services offered (Grigsby Smith, 2019).
3. Target market
It is necessary to select a target market so that according marketing campaign is developed.
For that there is a common model which is applied known as STP that is segmentation, targeting
and positioning. Likewise, Ryanair Spain target market is defined as below
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Segmentation- In this entire population is segmented into various groups of common
characteristics. there are several categories in it such as demographic, geographic, behaviour, etc.
thus, Ryanair Spain will segment market on basis of demographic.
Targeting – Here, target market is identified from the segmentation done. Thus, Ryanair Spain
will target people on basis of income level. They will target low income people who want to
travel abroad via air (Halpern, 2020).
Positioning – in this company position their product to target market. This is done to position
image in minds of customers and generating value. Therefore, Ryanair Spain will position
services by making it affordable to all people. They will set price at low cost and give high
customer experience. Hence, it will enable in creating value of service and position in mind of
target market.
4. Innovative and creative ideas
There is need to bring in creativity and innovative ideas in marketing campaign and plan so
that target market is attracted and goals are attained. Thus, for that Ryanair Spain can use
different platforms and make campaign innovative. So, suggestions are as follows
Ryanair Spain can use You tube and display their ad in it. Here, video can be made by them in
which customer user experience is displayed. Thus, it will be an innovative idea where customer
experience is shown. Hence, it will result in attracting people through this campaign. Besides,
promotion will also be done from it.
The company can also upload short videos on Instagram reels. This platform can also be used in
to advertise services. Thus, it will be a creative idea as well. The short videos will include user
experience of using services of Ryanair Spain. They can ad slogan or jingle in that video to make
it attractive for people (Hanlon, 2019).
The organisation can use marketing mix model in which they describe all 4 P’s of it that are
price, place, promotion and product. So, for every new marketing campaign this model can be
applied. It will provide an innovative way of doing campaign and making it innovative and
creative every time.
Ryanair Spain can implement strategy of product development in which they are providing bio
bubble services as well. Therefore, for people and athletes this services is of highly useful. This
can be shown in campaign along with user experience. Hence, it will be creative idea to do so.
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Here, blogs can be written as well about marketing campaign on different social sites. These
blogs can be uploaded along with pictures and customer reviews. Thus, it will result in
promoting of campaign on social media as well and making it success (Nguyen, 2018).
5. Measuring success of campaign
It is necessary to measure success of campaign so that it is identified whether goals are
attained or not. Besides that, it enables in making changes in campaign if required. Therefore,
there are certain KPI and success criteria that can be used in it. They are as follows :
KPI- this will be first thing where KPI of number of people who enquired about marketing
campaign will be specified. So, it will be easy to measure success of campaign from it.
Pre booking of services – It can be used to measure success of campaign by evaluating that how
many people have pre booked services by looking at ads shown on different social sites. It will
also be useful in measuring success of campaign (Temjanovski, 2019).
Social sites review- it can be reviewed on various social sites that what are response of people
regarding marketing campaign. Thus, it is also criteria to measure success.
6. Marketing planning calendar
There is need to develop a marketing calendar so that campaign activities are promoted
accordingly. The calendar shows that on what specific date what activity is planned to be done.
Thus, Ryanair Spain planning calendar is as below
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
10-12
p.m.
Facebook Instagram Twitter You tube
1-2 p.m. Instagram Facebook You tube
2-5 pm. Instagram
reels
Twitter You tube
5-7 p.m. E mail You tube
7-9 pm. Facebook Twitter Instagram
reels
E mail
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Therefore, from above it can be stated that planning of marketing activity is done in
effective way. There are various platforms used for marketing. It will enable in attracting target
market and making it success.
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REFERENCES
Books and journals
Byskata, A., 2017. B2B Marketing Plan for the UK Market: case: Plantui.
Grigsby Smith, D., 2019. Centennial Airport: A case study for small airport social media
strategy. Journal of Airport Management, 13(3), pp.225-237.
Halpern, N., 2020. Air transport marketing communications. Air Transport Management: An
International Perspective, p.341.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Nguyen, C., 2018. Building Brand Identity for a B2B Company through Digital Marketing-Case:
Chimera Industries Oy.
Temjanovski, R., 2019. The social marketing strategy and transport policy to improving the
quality of life in urban area.
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