Introduction to Mobile Strategies for Airlines

Introduction to Mobile Strategies for Airlines

EveryMundo is frequently approached by airlines to help construct “a mobile strategy.” The immediate flaw in that request is the assumption that an airline only needs one strategy to address the volume and diversity of mobile users. Mobile customers can be placed into four general buckets, and any comprehensive airline...

Understanding the Impact of Non-Brand Search on Airline SEM Revenue

Understanding the Impact of Non-Brand Search on Airline SEM Revenue

A typical airline report on SEM performance will show that the majority of revenue is generated by branded search queries (e.g., “american airlines flights”). Because Google Adwords attributes conversions back to the campaign that was last clicked, airline marketers must still determine how a flight searcher arrived at that brand...