Rob Griffin, senior vice president and U.S. director of search for Media Contacts, a communications consulting firm, is encountered with the job of optimizing search engine marketing (SEM) for Air France. During the period of the case, SEM had become an advertising occurrence, with North American advertisers spending $9.4 billion in the SEM channel, up 62% from 2005. Moving ahead, Griffin needs to make certain that the team keeps its leading edge and provide the results Air France demands for best Internet sales enlargement. The case centres upon Air France's as well as Media Contacts' attempts to locate the perfect SEM campaign to offer an optimal number of ticket sales in response to advertising dollars spent. This optimal search marketing campaign relies on selecting appropriate key words and bid strategies for placement on the search result page for Internet users, as well as picking successful allotment of ad dollars across the various search engines. In establishing the best strategy, the case presents background information on the airline business and also the Internet search options available at the time, including Google, Microsoft MSN, Yahoo !, and Kayak.
Additionally, background information is obtainable on SEM and its related costs and means of measuring the successfulness of each marketing effort. The case illustrate how one must first establish the key performance indicators for the job to guide analysis and enable comparison of numerous SEM campaigns. Hence, using the quadrant locations of a portfolio program model can be used to establish publisher strategies that are best. Moreover, pivot tables help illustrate strategies and campaigns that have historically been most successful in fulfilling with the goal Internet sales of Air France. Multiple recommendations on how Media Contacts can assist in improving its SEM strategy, Air France could be derived from the info provided.
PUBLICATION DATE: July 25, 2013 PRODUCT #: KEL752-HCB-SPA
This is just an excerpt. This case is about SALES & MARKETING
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