Turkish AirlineDigital Marketing Strategy

Prieur Wirz Jean DamienMBA 2B – E Craig

Customer Decision Journey

- Customers are lost with many brands

- They find reviews and comments online leading to fewer brands

- They use many devices to choose and access information

- They proceed by elimination

- Use different devices to direct booking

Digital Touchpoint map

Ad on Youtube

More selfies

Repost comments& selfies

Launch of a new contest

137 Million Views20 000 Comments180 000 Likes

7000 tweetsOn TA page

Best Viral Campaign Ever

Youtube influencers

Youtube influencers

Touchpoint AnalisysThe campaign :

Nice content, actual celebrities reaching young and sporty audience, accurate and powerful video.

Influencers on Youtube are well defined and their audience responded well and watched and commented the ad.

The Results : Increase brand awareness New Prospects Flyers.

Digital Touchpoint Analysis

Youtube Ad

Comments

Tweet

Google Plus

New Selfies

IncreaseOf

Views

A Viral Cycle

Youtube influencers

Effectiveness of the Campaign

Best Viral CampaignOf the Year

• Right message for The right audience

• Increase of brand Awareness

Business Success !!

=

Business Objective Accomplished !!

How to apply the digital strategy to an independent hotel ?

Instagram• Post pictures• Invite Influencers• Effective content

Blog• Produce good content• Update every day• Efficient Story telling

Pinterest• Pin accurate content• Repin guests pictures

Develop a responsive website

The most important is to tell stories about yourself !!

Mobile step to impact resultsAdd a Mobile platform to book directly to the

Company with a link on Youtube.

Create a responsive website

Use mobile as a tool

Conclusion Target your audience

Create efficient content

Use appropriate social media

Identify influencers

Wait for the viral effect

Measure your results