Abstract
Rising demand for optimized digital marketing strategies has led firms in a hunt to harvest every possible aspect indicating users’ experience and preference. People visit, regularly through the day, numerous websites using both desktop and mobile devices. For businesses to acknowledge device’s usage rates is extremely important. Thus, this research is focused on analyzing each device’s usage and their effect on airline firms’ digital brand name. In the first phase of the research, we gathered web data from 10 airline firms during an observation period of 180 days. We then proceeded in developing an exploratory model using Fuzzy Cognitive Mapping, as well as a predictive and simulation model using Agent-Based Modeling. We inferred that various factors of airlines’ digital brand name are affected by both desktop and mobile usage, with mobile usage having a slightly bigger impact on most of them, with gradually rising values. Desktop device usage also appeared to be quite significant, especially in traffic coming from referral sources. The paper’s contribution has been to provide a handful of time-accurate insights for marketeers, regarding airlines’ digital marketing strategies.
Highlights
Today more than ever, the percentage of visitors’ mobile application experience is higher than desktops
We focused on the airline sector by trying to estimate the effect that device usage has over their digital brand name
We distinguish that both desktop and mobile usage highly affect airlines’ traffic sources and especially organic traffic; Developing a Diagnostic Exploratory Model, for existing strong correlations estimation of the chosen web analytics metrics, based on integrity, veracity, and credibility, by the deployment of Fuzzy Cognitive Mapping [48], linear regression, and correlation analysis; Lastly, we develop a predictive and simulation model (Agent-Based Modelling) in combination with regression analysis outputs, for examining the extent of desktop and mobile usage and average visit duration impact on airlines’ traffic sources and their joint impact, for estimating which has the strongest effect on the chosen traffic sources
Summary
The percentage of visitors’ mobile application experience is higher than desktops. This can be explained by various factors, with rising usage of mobile devices being the most forcible. Helpful for better customer targeting in emerging and existing markets, are a priceless tool for marketeers. Since the user’s needs can be satisfied by technology, value is created, with users continuing to exploit technology [1]. Devices are becoming more personalized than ever before, containing more details about an individual than any other piece of equipment. Businesses are aiming to predict users’ experience and behavioral patterns through their websites, translating it into successful website evaluation and, as a consequence, search results
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