NMDL Lufthansa Digital Strategy
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This document outlines Lufthansa's digital marketing strategy to target business travelers aged 30-55 and traveling couples aged 20-70. The strategy involves search engine marketing, social media engagement, inbound and content marketing through a blog, and promoting their mobile app. Key tactics include creating online ads, engaging content for social platforms and their blog, and using email marketing. The goal is to increase website conversions and monitor metrics like click-through rates and conversion rates over time to evaluate the strategy's effectiveness.
NMDL Lufthansa Digital Strategy
- 1. Lufthansa Digital Strategy Raimee Iacofano
- 2. Target Audience Traveling Businessmen Age 30-55 Travels internationally/coast to coast Frequently traveling for work purposes Comfort is important (business class) Traveling Couple Age 20-70 Young couples and retired couples Looking for a travel deal Like Lufthansa for safe record and travel
- 3. Tools & Tactics Search Engine Marketing Create search and display ads targeting specific non-branded Keywords cheap flights europe volume: 9,900 cheap flights germany volume: 540 Social Media Marketing More active on YouTube Continue interacting with consumers through social media Post engaging content Inbound & Content Marketing Attract: Create Lufthansa Blog Convert: CTA’s Close: CRM, E-mails Delight: Social monitoring, smart content, surveys
- 5. Social Media Marketing Continue engaging with consumers through all platforms Post smart and interesting content including blog posts Promote contests through social platforms Be more active on YouTube with video content Strategy
- 6. ● E-mail newsletter blasts ○ Send e-mails on holidays, to promote sales, and to close deals ● Content offers ○ Frequent flyer (current) ○ More travel related giveaways and sweepstakes ■ Allows for more newsletter sign-ups ● Lufthansa Blog link to website and mobile app Inbound & Content Marketing
- 7. “Nonstop You” Blog Write content with keywords in mind to benefit SEO Generate interesting and compelling content for target audience through Guest bloggers Potential blog posts “Lufthansa’s 10 Best Budget Vacations for 2016” “How Travel Makes You Stand Out in the Workplace”
- 8. KPI Metrics Main Goal: Increase Conversions Use Google Analytics to measure conversion rate changes after each month of digital marketing Goal: Increase in conversions through site and/or mobile app Measure CTR (click-through-rate) of certain online ads, blog posts, other content See what works best to continue to drive traffic and conversions Measure response in posting content on social media Blog posts performance %Conversions before digital efforts %Conversions after 6 months digital efforts %Conversions after 1 year of digital efforts
- 9. Mobile App Create Awareness Online Create ‘download app’ CTA when users log on to mobile website On flight Make flyers aware of app with incentive
- 10. Budget 1 year digital strategy Keyword Research Approx: 20hrs @ $115/hr One time fee total: $14,750 Content Creation Approx: 50hrs @ $115/hr Onsite SEO Approx: 40hrs @ $115/hr Paid Media Development Approx: 40hrs @ $105/hr Offsite SEO Approx: 40hrs @ $115/hr monthly Monthly Totals: $8,050 Paid Media Management Monthly fee