Air France:

Strength
 Online Campaign handled by MediaContacts, a global interactive media network.
 Creating a multichannel strategy using data-driven decision-making approach, delivering optimal
results
 User-Oriented: Direct to Consumer - Air France website with multiple features and services
beyond the ability to purchase flight tickets– schedules, real-time information of arrival/departure,
loyalty program, and fleet information.
 Followed an omnichannel approach to reach the target audience.
Weakness
 As tracking the last keyword is used as a measure of performance, it might lead to an
incomplete picture of the overall spend vs. conversion
 The strategy is not optimized for SEM. Acquisition of the target audience who prefer search
engines over the native website might not be achieved.
Opportunities
 US broadband connections are rising, projected to grow from 32M in 2005 to 82M in 2010. A
rise in Internet users opens up a whole new market to tap into.
 New-found opportunity to segment the market by leveraging new technologies like Geotagging,
Sponsored search.
 Campaign optimization based on the results derived by using analytic software on presently
ongoing advertisement strategies.
 Domestic Flyers can be targeted to increase revenue.
Threats
 Search engines partnering with other travel aggregators can lead to a conflict of interest, in turn,
increasing competition and thus costs.
 Aggregators might show cheaper fares by competitors resulting in a higher cost per click and
lower return on advertisement ROA
 Cost per Click is increasing which leads to more expensive online campaigns
 Data from Double-click unavailable post-acquisition by Google.