When trying to improve your digital marketing skills it’s advisable to learn from the best in the business.
In social media that means taking a lesson from KLM, an airline that can achieves €25m in social sales each year.
At Econsultancy’s Festival of Marketing today KLM’s social media manager Karlijn Vogel-Meijer gave an insight into the company’s strategy, which is built around a laser focus on the customer experience.
The talk kicked off with a reminder of a very important rule for social marketers: you’re a guest at someone else’s party.
Ryanair has been undergoing something of a cultural revolution recently after initiating a novel plan to stop intentionally antagonising its own customers.
It began with a simple Twitter Q&A with CEO Michael O’Leary and has developed into a full-blown marketing campaign aimed at softening the brand image and creating “a new Ryanair experience”.
A major part of the new customer-friendly image is an overhaul of the company’s previously dreadful website.
Gone are the annoying banners and fiddly buttons, replaced instead by an altogether cleaner look with a simple interface and navigation.
Unfortunately something appears to have gone horribly wrong for Ryanair, causing it to plummet down Google’s SERPs for a broad range of important search terms.
The travel industry has experienced a great deal of upheaval in years characterised by swift change in customer habits and the impressive unwillingness of many companies to adapt.
To be fair, travel companies have come a long way in the past three to four years. Apps are now common place for airlines and some airports and travel websites are starting to adopt responsively designed websites.
In this post I’ll be taking a look at some recent studies into the mobile strategies of travel companies and airlines.
I’ll be pondering what the best approach is for these companies and whether in fact there’s no sense in avoiding apps or responsive websites, given their respective parts to play in the customer journey.
Copywriting is an important part of a company’s image, as it helps to define the consumer perception of the brand personality.
For example, Innocent Smoothies uses quirky, light-hearted copy to portray a caring, friendly brand image.
But to what extent can copywriting really impact the consumer perception of a brand when they are already familiar with the business?
Brand language consultancy The Writer investigated this topic by testing people’s reaction to a series of customer scenarios.
2,000 consumers blind-tested writing samples from three airlines and three retailers, as well as an invented sample for each scenario.
The online travel market in the UK is valued at more than £17bn, and half of all customers book holidays on the web, yet there is much room for improving the user experience.
Travel customers are also a fickle bunch, with low brand loyalty, so brands that can offer a great customer experience can differentiate themselves.
With this in mind, QuBit has produced a benchmark study of five of the UK’s airline brands and their online performance.
British Airways comes out of the study with flying colours while (surprise, surprise) Ryanair is bottom of the table…
The RNIB (Royal National Institute for the Blind) has decided to sue BMI Baby over its failure to deal with the poor accessibility of its website.
This is not the first time that accusations of poor web accessibility have been levelled at an airline, and it is no surprise that travel websites are an area of focus.