Développement d'une stratégie de marketing digital ciblée aux corporate travellers. Etude de cas : Brussels Airlines.

Abstract

A corporate traveller is a person travelling in the purpose of its job no matter the travel class. These consumers represent an attractive segment for Brussels Airlines as they are more likely to add ancillaries to their tickets. Indeed, in order to fulfil their needs, they tend to buy higher-range tickets and therefore to generate higher revenue for the airline. The problem stands here in the fact that the digital marketing department is performing a broad communication, mainly dedicated to leisure travellers. Nothing is currently set up to segment the customers and to identify the corporate travellers among the others. Therefore, Brussels Airlines is lacking a specified digital communication towards this interesting segment. The purpose of this project-thesis will be to discover a solution to this issue and to build an entire digital marketing activity around it. The common thread of the project is the finding of an online value proposition dedicated to the corporate travellers. The situation analysis come first to understand the context in which Brussels Airlines is evolving and what it has to offer to corporate travellers compared to other airlines. This analysis also provides secondary data regarding the needs and expectations of the target consumers. Primary data, collecting through an online survey, strengthen the first assumptions and allowed the development of the online value proposition (OVP). The OVP shapes a specialized booking tool allowing the corporate travellers to create their airline tickets according to their personal needs. The launch of this new service should go hand in hand with an entire digital marketing strategy around it. The strategy includes the recommendations needed to perform on all the digital channels. A content plan is established for the SEO, display bannering, SEA, email marketing and the social media marketing. Finally, key performances indicators (KPIs) provide Brussels Airlines with the parameters necessary to assess the efficiency of the actions undertaken. They will be useful to adjust the strategy and to take meaningful decisions for the future development of the project.