Digital Channels Improve Promotion and Communication Campaigns

Abstract

The use of digital channels to promote products and services is experimenting with an unprecedented boom in promotion and communication marketing campaigns; airports such as Los Angeles (IATA: LAX) in the United States, Orlando International (IATA: MCO) in the United States, Schiphol Amsterdam (IATA: AMS) in the Netherlands or Changi airport (IATA: SIN) in Singapore are pioneers and recognised experts in marketing communication and technical aspects of promotion campaigns. The brand image of airports is a great opportunity to universalise loyalty marketing and price promotion for airport business portfolios. For this reason, in this chapter, we speak about neuromarketing science, which is a marketing discipline that uses medical techniques to understand how our central nervous system reacts to marketing stimuli. This is helping companies and airports get more consumer insights through digital channels.

Citation

Florido-Benítez, L. (2024), "Digital Channels Improve Promotion and Communication Campaigns", Airport Marketing Strategies, Emerald Publishing Limited, Leeds, pp. 109-154. https://doi.org/10.1108/978-1-83608-082-420241007