Lufthansa Digital Strategy

Raimee Iacofano

Target Audience

Traveling BusinessmenAge 30-55

Travels internationally/coast to coast

Frequently traveling for work purposes

Comfort is important (business class)

Traveling CoupleAge 20-70

Young couples and retired couples

Looking for a travel deal

Like Lufthansa for safe record and travel options

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 & ContentMarketing Attract: Create

Lufthansa BlogConvert: CTA’sClose: CRM, E-

mailsDelight: Social

monitoring, smart content, surveys

Online/SEM Ad Examples

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

● 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

“Nonstop You” Blog

Write content with keywords in mind to benefit SEO

Generate interesting and compelling content for target audience through

Guest bloggersPotential blog posts

“Lufthansa’s 10 Best Budget Vacations for 2016”

“How Travel Makes You Stand Out in the Workplace”

KPI MetricsMain 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

Contest performance

%Conversions before digital efforts

%Conversions after 6 months digital efforts

%Conversions after 1 year of digital efforts

Mobile AppCreate AwarenessOnline

Create ‘download app’ CTA when users log on to mobile website

On flightMake flyers aware of

app with incentive

Budget 1 year digital strategy

Keyword ResearchApprox: 20hrs @ $115/hr

One time fee total:$14,750

Content CreationApprox: 50hrs @ $115/hr

Onsite SEOApprox: 40hrs @ $115/hr

Paid Media DevelopmentApprox: 40hrs @ $105/hr

Offsite SEOApprox: 40hrs @ $115/hr monthly

Monthly Totals:$8,050

Paid Media ManagementMonthly fee