Originally Posted by
ian001
I suspect it's partly due to priorities but it's questionable how effective "brochure" type online marketing of products is in terms of actually converting browsers into sales, not least for such a price sensitive market segment.
BA seems very focused on up selling and cross selling of online packages.
BA are an extremely analysis-driven airline, and I am sure that they will have modelled their ROI for marketing initiatives.
However, it is possible for organisations to miss unmeasurables in their analysis, particularly if quantitative work is their daily bread. I would make the case that this type of marketing probably
does have a value in terms of creating long-term brand awareness and inspiring a sense of wonder at the prospect of travel.
It certainly will not contribute so much to the bottom line this year though but that is not a good reason not to do it!
