| Abstract: | Our world has become more dynamic than ever thanks to the development of technology. There
has been a huge impact on business, particularly marketing strategies. Trends are ever-changing,
ranging from antiquated marketing strategies to fresh ideas wherein digital platforms are now
crucial. Digital marketing was hailed as a revolutionary kind of advertising that gave companies
fresh approaches to conducting business. Marketing efforts conducted through digital channels
allowed marketers to speak with potential customers directly regardless of where they were
located. Digital marketing has become vital for the airline business in order to meet customer
demands and enhance relationships with customers. Digital marketing is used from the time a
consumer begins looking for vacation destinations, making reservations on a computer or mobile
device, through the time they board utilizing the corporate app as their mobile boarding pass.
According to Henry (2012), the world is becoming increasingly digital, and internet shopping is
gaining popularity. Airlines are therefore working to increase the contribution of their online sales
in order to meet the demand of the existing and future market. Airlines are spending a lot of money
on online customer acquisition and retention to do this. As one of digital customer acquisition
activity, airlines are aggressively engaged in different digital marketing activities specifically
Search engine marketing, email marketing, affiliate marketing, aggregator marketing, Search
Engine Optimization, retargeting and social media marketing to drive more traffic to their website
and to increase online sales. Hence, this paper assesses digital marketing practices on ticket sales
in case of Ethiopian Airlines. |
