Harvesting Crowdsourcing Platforms’ Traffic in Favour of Air Forwarders’ Brand Name and Sustainability

Abstract

In the modern digitalised era, the total number of businesses and organisations utilising crowdsourcing services has risen, leading to an increase of their website traffic. In this way, there is plenty of space for marketers and strategists to capitalise big data from both their own and the crowdsourcer’s websites. This can lead to a comprehension of factors affecting their brand name, sustainability (gross profit) and consequently visitor influence. The first of the three staged contexts, based on web data, includes the retrieval of web data analytics and metrics from five air forwarding and five crowdsourcing websites in 210 observation days. At stage two, we deployed a diagnostic-exploratory model, through Fuzzy Cognitive Mapping (FCM), and in the last stage, an Agent-Based Model is deployed for data prediction and simulation. We concluded that crowdsourcing referral traffic increases air forwarders’ top 3 keywords volume, and decreases social traffic and total keywords volume, which then boosts their global web rank and gross profit. The exact opposite results occur with crowdsourcing search traffic. To sum up, the contribution of this paper is to offer realistic and well-informed insights to marketers about SEO and SEM strategies for brand name and profit enhancement, based on harvesting crowdsourcing platform traffic.

Big Data Contribution in Desktop and Mobile Devices Comparison, Regarding Airlines’ Digital Brand Name Effect

“…Thus, airlines' digital brand name, composed of organic, referral and direct traffic, is affected by both mobile and desktop usages. This paper's results are consistent with the outcomes of the study by Sakas and Giannakopoulos [66], highlighting the significant effect referral and direct traffic have, apart from organic traffic, on airline firms digital brand name and gross profit, from all types of devices (e.g., desktop, mobile, tablets, etc. ).…”

The Effects of Cryptocurrency Trading Websites on Airlines’ Advertisement Campaigns

“…Increased web traffic tends to rise airline firms' brand name and profitability through gross profit and global rank. In the same vein, specific types of web traffic data improve airline websites' user engagement, throughout paid advertisement campaigns (SEM) [3]. From this point, firms' digital marketing strategy, through advertisement campaigns, can be boosted by neuromarketing implications.…”

“…Digital commerce managers may thus use big data analysis techniques to open up new avenues for analysing behaviour and tactics that are not apparent to the company [30]. Digital marketing, big data, and web analytics all play critical roles in the growth and stability of businesses' digital brand names and profitability in the airline and logistic industries [3,4,31].…”

“…They have created websites to assist their operations, but a large number are unaware of how competitive their websites are [1]. Airline developers, marketers, and strategists, as well as the aviation sector in general, can employ a variety of tactics to improve their websites' customer engagement [2], brand name [3], and profitability [3,4]. Furthermore, the numerous methods of online payment that websites provide along with their goods or services create value for such businesses [5].…”

“…For example, when a website receives a significant volume of organic visitors, its worldwide rank rises in terms of search engine optimisation (SEO) and search engine marketing (SEM). Marketers may utilise this information to enhance the value of the firm's brand name and user engagement [2,3].…”