Innovative Marketing Strategies in Airlines: Integrating SEO and Email Marketing for Success

The main objective of this thesis is to understand the integration of Email Marketing campaigns and Search Engine Optimisation (SEO) strategies into digital plans with a focus on the airline industry. Initially, the analysis argues for email marketing as the dominant means for personalized customer relationships, lead nurturing and loyalty acquisition. Subsequently, SEO, from a semantic and editorial point of view, is the first tool exploited in order to achieve higher engagement for customer acquisition and retention. Furthermore, the research focuses on the development of social media usage in the airline marketing field: digital platforms such as Instagram, Facebook and TikTok are used to increase user engagement, personalization and brand reputation management. The most effective practices targeted towards a specific segment then emerge as a result of a careful analysis of the landing pages and blogs of large airlines. With the presentation of several case studies, distinguishing between low-cost and full-service carriers, innovative techniques for success are finally discovered.