WHICH METHODS ARE USED?
Use Social Media
Social media is
now used in almost every sector, it benefits the user in some sectors and
directly in the others. If we talk about the civil aviation industry, according
to our research, when we buy tickets online through corporate websites of the
airlines, we have the opportunity to purchase tickets at a discount, and we
avoid the hassle of waiting for check-in at the airport. As you make your
payments with your credit card for the tickets we bought, we automatically earn
extra miles. We can travel cheaper by using the miles you have accumulated on
our other flights. In terms of airline brands in the industry, 150 people will
immediately take their place on the plane without waiting, instead of just
checking in on 300 passengers in one plane. If we assume that hundreds of
planes depart every day, both staff will not be tired and passengers will not
wait, even online check-in is a very important step for the civil aviation
industry.
Turkish Airlines
Example;
With the removal
of the civil aviation industry from the Turkish Airlines monopoly, travel by
plane was not only an expensive luxury, but the prices went down to reasonable
prices. As you know today, Turkish Airlines is in competition even though it is
ahead of other companies. This competitive environment is also reflected in
social media. Turkish Airlines, a global brand, is one of the most talked about
brands in social media, and Turkish Airlines is one of the few Turkish
companies with the highest social media reputation in the international
platform. If we come to the most important points of the extension of Turkish
Airlines on social media, first of all, it is necessary to talk about
“interaction”. When sharing any content, implementing a campaign or engaging in
a socially responsible activity, the main criterion is whether that action will
“engage”. If your content is not strong and your brand discourses do not go to
the points you target in your customers' mind, you will be infertile with the
“We reward those who like us on Facebook”. Maybe you have come across, since
many companies that decide to use social media platforms as the board of
directors can not only accept and activate this on paper, they give gifts to
the first 100 people who like us, or lucky followers. This means that the firm
has not been able to attract followers to its social media platform, and this
does not prevent a vicious circle. As Turkish Airlines is located in a sector focused
on trust, it also reflects a global perspective with the responsibility of our
country's sole flag bearer. Many brands struggled to get rid of traditional
methods and continued to "transmit" the old style instead of
"communication". In recent months, the results of IBM's negotiations
with over 1700 CMO have been published worldwide. 68% of CMOs in the study
state that they were caught unprepared for social media reality. As Turkish
Airlines, they see the comments and criticism from the consumers as an
opportunity and develop themselves accordingly. On the other hand, by making
use of the unique features of social media, they are working to strengthen the
bond between the THY brand and the customers. Again, as a result of IBM's negotiations with over 1700
CMO worldwide, 82% of its directors stated that they will increase their social
media investments. Turkish Airlines also attaches great importance to social
media, as it does an experience-oriented business and is in touch with its
customers at every stage of the journey experience. Your customers, who are
trying to find out what they think about you by spending hundreds of thousands
of dollars, tell you what's on your mind. This is an incredible opportunity for
the brand to develop itself. In addition, you have the opportunity to
communicate directly with your customers without any intermediaries. What could
be more valuable for a brand than this? Therefore, Turkish Airlines is one of
the few Turkish companies with the highest social media reputation in the
international platform. While most of their interactions with customers are
positive, they also take important steps in supporting passengers who have a
problem in their services. Turkish Airlines, Brand and Digital Advertising
Manager Neşet Dereli says that even though they do not use their social media
platforms as a sales channel for the time being, they are continuing with full
speed for such a structuring in the coming period such as booking and
ticketing. Turkish Airlines, a brand that has been on social media since 2010,
is increasing its social media budget dramatically every year compared to the
previous one. The reason for this is that they are a global company.
Interactive platforms enable global companies such as Turkish Airlines to
communicate at much more affordable costs all over the world. Social media
budgets in 2012 may be above the offline, online total budget of many
companies. Because opening the special social accounts on the basis of
countries, evaluating the localization and mobilization trends of the new
period in the best way is among the short-term targets of Turkish Airlines. If
we talk about location-based service providers that have become popular
recently, we can say that Turkish Airlines is in direct contact with almost 500,000
people on almost all social media platforms from Flickr to Foursquare. 134 The
most frequently used platforms are Twitter and Facebook. Since Turkish Airlines
is a global brand, both platforms have both Turkish and English accounts. In
English accounts, they have the opportunity to contact customers from many
countries, from Brazil to Hong Kong. With Turkish Airlines 2012, instead of
using a global single account, it aims to open country-based accounts that will
allow us to enter more local content. It aims to increase the level of
interaction to much higher levels and to easily follow the tastes and
preferences of its customers with the sharing made in the local language of
that country(Murat Ying,2012,p.81-82)
Google Adwords
Ads
Google Adwords is shown as one of the practical
options of advertising, which ensures the integrity of the keywords with the
company and is displayed as a list and gets paid per click. (Marshall and Todd,
2006, p.22-28)
Google Adwords can list the results according to the location
of the search related to the location tracking feature. These lists made on a
country basis can be narrowed down to the concept of neighborhood today. This
situation provides a significant benefit especially for the recognition of the
brand in the immediate environment (Todd, 2006, p.22-28).
Pegasus Example;
Pegasus Airlines and the company's performance
marketing agency, Hype, increase revenue through AdWords, while reducing the
cost per ticket sale. Looking to take advantage of new optimization opportunities,
Pegasus Airlines and the company's performance marketing agency Hype chose to
use the Customer Match feature in AdWords. Customer Match allows advertisers to
create and target custom audiences by uploading lists of customer email
addresses. Advertisers can then run different ads or adjust bids to reach
groups of these high-value consumers.
Pegasus and Hype developed a strategy for airlines to
take advantage of first-party data and divided users into three groups: those
who subscribed to the Pegasus Plus Flight Miles program, former customers and
users who previously contacted Pegasus, although they did not buy tickets. When
any of these consumers searched for keywords like "flight" or
"flight ticket," the vehicle automatically customized Pegasus
Airlines' offers and ad text. Compared to standard search campaigns with the
same keyword groups, Customer Match has made significant improvements in
performance. The new strategy provided 52% higher click-through conversion
rate, 13% lower cost-per-acquisition, 32% higher click-through rate, and 12%
higher revenue per conversion. Thinking about the future, Pegasus Airlines and
Hype are planning to create more detailed customer lists to increase the
performance of general keywords and also an investment increase that will cover
all the search terms in their categories.
RESULTS
13% lower cost per acquisition
52% higher click-through conversion rate
12% more revenue per conversion
32% higher clickthrough rate
SEO – Search Engine
Optimization for The Aviation business
SEO is the technique of proving the connection and fee
of your product/service/internet site for a specific search term so as to
transferring up the hunt engine rankings. With an online awareness being so
prevalent inside the journey business, travel SEO and search engine marketing
for airline business ought to be of high priority for any tour business looking
for to be triumphant online.
The fee of aviation search engine marketing in
Aviation Marketing runs so much deeper than simply being determined on Google
for the motive of booking. Rather, the tour customer’s adventure to conversion
is hinged on the flexibility to analyze, discuss and percentage info,
recommendations, and evaluations. Very little of this journey can crop up
outdoor of Google, whether or not a client is researching a brand new
destination, finding opinions of an organization they’re thinking about booking
with or sorting out excursions they'll take whilst on vacation.
This is wherein the assignment lies in aviation SEO.
With search rankings consequently very crucial across this sort of broad
variety of the consumer journey, ranking nicely for the word ‘holiday’ really
isn’t enough.
When we search for "flight tickets" on
Google, Turkish Airline is in the first place. This shows that Turkish Airlines
does SEO work better than other companies.
Mobile Marketing
Mobile device usage has been preventing desktop device
usage for a long time. Last year, Google demonstrated the importance it places
on mobile by realizing the “Mobile First” approach. Mobile marketing; includes
activities carried out through mobile devices. SMS marketing is one of the
first techniques that come to mind as a method used for many years. In
addition, mobile marketing tends to progress mostly through applications.
Through mobile applications, you can develop marketing activities by setting
target audience according to various features or location based.
Turkish Airlines Example;
In 2017, Turkish Airlines (THY) launched a mobile
application called “QR flag challange” in London, where the Olympics were held.
In practice, country flags were pictured as QR code and placed at major bus
stops in central London. Participants who read the most QR codes on the THY
mobile site and check in from different locations / bus stops had the chance to
win free tickets from Turkish Airlines (Akın Arslan, 2017).
Content Marketing
Leading airways today are the usage of authentic
content to inform, educate, entertain and build precious connections to
passengers beyond their ordinary journeys. They are refining, and defining, and
generating reliable revenue flow. Also, some of the main airways are sharing
socially, developing games, and making their clients the maximum potent content
material producers. Using user-generated content material is offering them with
a precious online asset through which advertising and marketing is being very
clean for them.
For a few preceding years, airline content material
became restricted to the cabin, with advertisers benefiting from what turned
into understood to be a captive audience. Today, the traditional content model
is converting giving it a path of the usage of user-generated content material
to much quantity and today, experiment with diverse social media structures as
properly content material structures are getting used to marketplace the
airline business. Using and spreading content material to spread consciousness
and interact loyal customers and prospective customers are essential for both
within the air and on the ground.
Turkish Airlines Example;
Launching its first direct flights to San Francisco,
THY has published a content titled “15 Reasons Istanbul And San Francisco Are
Long-Lost Sister Cities” in accordance with the concept of the platform to
announce the start of these flights. This content was a content that emphasized
the similar features and common aspects of both cities.
According to the information shared by the agency,
this content received 30,000 views in the first 48 hours, the total performance
of the campaign was measured as 102.292 views, 42.479 social readings and 100%
positive comments and responses.
The other example is “Widen Your World!” brand
perception. The brand's new strategy emphasizes offering pleasant surprises to
its guests who will develop new applications at every stage of travel and
making them feel special and valuable by bringing them with innovations and
differences in the world.
Undoubtedly, the most important factor that
distinguishes Turkish Airlines from its competitors is its different approach
in service quality.
Innovative approaches, which are constantly developing
and differentiating while competing in service quality, in order to carry
passenger satisfaction to the highest levels, have an important place in
clarifying the distinction between Turkish Airlines and its competitors.
The new catering concept enriched with samovar and
candlelight, the “Flying Chef” service offered to its passengers on long
flights, the in-cabin entertainment system with nearly 400 movies, nearly a
thousand CD albums, radio and news channels, and bright entrepreneur ideas from
all over the world. The “Invest On Board” digital platform brought together
with its important names in the sky, the live TV application it performs via
satellite connection, CIP Departure and Arrival Halls that bring their
passengers with unique comfort and convenience before and after the flight are
the newest and most current ones.
While Turkish Airlines provides a pleasant travel
experience to everyone who likes innovations and likes to discover with its
different service understanding, it reflects this new stance on brand
communication and invites everyone to discover new horizons with its new motto
“Widen Your World”.
In these commercials, the number 1 basketballer of the
world was Kobe Bryant and Leonel Messi, one of the best players of the world
football. It became a big advertisement and the brand value of Turkish Airline
has increased exponentially. It has been selected as the “Best Airline Company
in Europe” for 3 consecutive years in Europe.
Influencer
Marketing
Content producers are the main pillars of the
indisputable power of social media on the internet. Although it can be said
with its general use names: Phenomena. Content producers have a significant
impact on their followers, as they appeal to both large audiences and smaller
niche audiences. Influencer marketing consists of content that emerges in
collaboration with content producers and brands. The most important detail here
is that the content produced benefits the follower again, rather than the
purpose of advertising. It is very important that the prepared content is not
distinctive from the natural content of the phenomenon. In other words,
influencer marketing is a progressive method using both social media marketing
and content marketing.
Turkish Airlines Example;
Turkish Aırlınes had played the social media
phenomenon Zach King in the commercials in recent years. Zach has millions of
followers on social media. The main reason Influencer marketing draws so much
attention is that it brings users' real experience to the fore. While the blog
you open to promote your brand will not be the center of attention; the fact
that someone who has a certain audience recommends your brand makes your
product remarkable. It can even influence users who have no intention to
purchase. A successful influencer marketing study targeting the right audiences
can be more effective than costly advertising.
E-Mail Marketing
A very traditional yet very effective channel of
advertising. Email advertising and marketing allows manufacturers put
customized content material is prospects’ palms to assist them bear in mind
them about deals and discounts. Many aviation agencies are heading off the email
marketing bandwagon these days and they are missing quite a few things. Email
is still a totally robust advertising method and if the content in your e mail
is proper and timely, there's nothing like it. Brands want an obvious insight
into what's bringing them website traffic and what allows their customers to
interact and convert.
Pegasus Example;
Source: Author
Pegasus offers its customers such options by sending
such e-mails. Most of the passengers benefit from this. The right e-mail
marketing strategy provides companies with great advantages and low costs.
Remarketing
Remarketing is a type of marketing that aims to ensure
that users who visit your site visit your site again by encountering your
advertisement in the advertisement areas on different sites. With this method,
it is possible to speed up the conversion of the users you have previously
noticed. Remarketing can be easily implemented in the fields of search engine,
visual advertising network, social media and e-mail marketing.
A remarketing study with a reminder content is carried
out in order to activate the potential customer by logging into AnadoluJet's
website, looking at the ticket you wants to buy and then performing the
purchase action.
RESOURCES
Murat Ying, (2012), MARKETING THROUGH SOCIAL MEDIA PLATFORMS AND SECTORS THAT USE THIS MECRA EFFECT.p.81
Arslan, A., (2017). THY is on the streets of London with the 'QR Flag Challenge', https://www.campaigntr.com/thy-qr-flag-challenge-ile-londra-sokaklarinda/
https://www.thinkwithgoogle.com/intl/en-cee/success-stories/global-case-studies/adopting-customer-match-adwords-pegasus-airlines-boost-revenues-and-decrease-cost-ticket- sale /