Introduction to Jetstar Asia Airways
The aim of the report is to explore the facts related to the online advertisement followed by the airline industry. The company that has been selected for conducting the online advertisement assessment is Jetstar Asia Airways. The airline is the low-cost airline that is well-known in Singapore. The report will include the details related to the activities of an online advertisement that is adopted by Jetstar Asia Airways. The paper includes the discussion related to the marketing strategies, plan and policies related to the company. In addition, it includes the use of social media channels by the company which majorly include YouTube, Facebook, Instagram and Twitter. While conducting the online advertisement, the airline might find the numerous threats that are associated with the security and the privacy of the users which makes the company take the sincere steps to overcome the same. The use online advertisement is increasing by the airline as it offers certain advantages to the airline which are discussed in the report. In the end, there is involvement of the challenges which are mainly faced by the airline management in the e-commerce business.
Jetstar Asia Airways is an airline that is based in Singapore and it is one of the Asian offshoots of the parent company that is Jetstar Airways (a subsidiary airline of Australia’s Qantas airline) (Jetstar, 2018). The airline offers the operates the services in Southeast Asia which is considered as the regional destination to countries including Malaysia, Indonesia, Philippines, Thailand and many others. It also manages their operations in different routes of different countries of Asia (Jetstar, 2018).
In the current era, an online advertisement which is also known as online marketing or internet marketing is considered as the form of marketing through the company can generate awareness of products. The marketing team of the Jetstar is passionate for maintenance and building the value for their brand at a different culture and in the changing environment. Jetstar Air Airways effective make use of the online advertisement for the convenience of the customers so that they can check the details of the airline and the prices for the tickets.
This has been found that there are different types of online advertisement methods are present which can be used by Jetstar Asia Airways to promote their products and services. Some of the methods which are used by the airline include: –
Social media is one of the effective ways through which the airline can target a large number of the audience in the single go. This website mainly includes Facebook, YouTube, Twitter and other. In addition, the airline is available on the Sina Weibo which is considered as popular social media website in China. Jetstar Air Airways make use of the social media to get connected with the customers that are present in the market (Jetstar, 2018). The availability of the airline on social media is evidence below: –
Facebook: facebook.com/JetstarAsiaAirways
Twitter: twitter.com/Jetstar_Asia
Instagram: instagram.com/jetstarasia
Sina Weibo: weibo.com/jetstarasiaairways
The online advertisement also includes the use of the websites and blogs by the company for connecting to the people through the website. In the Asian market, most of the customer prefers to check the details through the website which is considered as an online source (Debono, 2012). The website of the Jetstar Air Airways offers the exact details to the customers that include the information related to the destinations and their prices. The website of the company also includes some blogs which provide the required details related to the company.
Overview of Online Advertisement in the Airline Industry
The marketing strategies are a long-term, forward-looking approach that is followed by the company to meet the goals for promoting the products and services in the market. Jetstar Air Airways follows the different approaches and activities on social media sites which mainly include YouTube, Facebook, Twitter and many others (Jetstar, 2018).
The airline major plan or strategy is to get the attention of the maximum customers so that they can generate the profit. This has been found that there is a significant shift in the marketing amount that has been invested by the Jetstar to enhance the focus on social media. In addition, the company has decided to expand the amount to increase the marketing budget as this will help them in achieving the gaols. The shift took place because the traditional mode of the advertisement was expensive than the online advertisement. The online media channels offer immediate access to the customers which are an innovative way (Jetstar, 2011). The activities that are performed by the airline include the launches of the new route, introducing the social offers and announcements that respond to the queries of the customers. Along with this, the airline posts the updates that help their customers to become aware of the activities of the company.
Jetstar Asia introduced the latest marketing campaign which is known as # FREEFlights Campaign. This campaign was one of the essential parts of the Because You Can platform. In this campaign, the airline conducted a survey that reflects that approx. 96% of the Singapore residents wish that they had travelled more in the last year. Along with this, this was found that many of them never visited some of the top destinations within Singapore only. The results of the survey were that 59% of the people never visited Bali while 86% people never visited Siem Reap or Phnom Penh. The major reasons that were accepted by the people are lack of time (49%), work commitments (64%) and money (70%). The survey includes the use of the online websites to get the details of the customers (Marketing Interactive, 2018).
Considering the survey results, the airline is offering the instant weekend options every Friday till 13 November. The customers need to take the passport selfie on the same day (Fridays), hashtag #FridayFREEFlights on @jetstarasia (Instagram) or @Jetstar Asia Airways (Facebook) and to include the captain where they would rather be (Jetstar, 2018). In addition, the airline offers the benefits to the residents of Singapore to participate in the radio call-in tongue-twister competition which will help them to win the vouchers of the Jetstar flight. This reflects the marketing activities performed by the company on Facebook and Instagram.
The fans who are situated in Malaysia, Thailand, Indonesia & Philippines can take the participation to win two flight tickets for free to Singapore. This campaign was enlarged with the series of the video with the 360 selfie spin which was adopted by the fans. These videos were viral on the social media sites which reflect the effective way of conducting the marketing of the brand (Marketing Interactive, 2018).
Online Advertisement Methods Used by Jetstar Asia Airways
The rise in the use of the online advertisement endangers the privacy and security of the users. In this case, the organisation need to perform the activity to overcome the threat related to the security and privacy of the users. Some of the ways through which the Jetstar Asia can overcome the threat include:
- Create a social media policy: – Jetstar Asia needs to form the set policies and guidelines which will help the company in getting protected through the security threats. These policies include the guidelines for the effective posting and uploading of details, securing the details of customers, keeping software and devices updated (Ziegeldorf, Morchon & Wehrle, 2014).
- Offering training to the staff: – The effective training to the staff will help the company to review the recent threats and will keep the policy updated. Moreover, the Jetstar Company do have the marketing team who should need to take the training so that they can understand the practice of keeping the details confidential for both the personal and the professional purposes.
- Set up a system for the approvals for the social media post: – It is essential for the company to set up the system for the approval for the post on social media. The manager of the marketing team should approve the work of the employees before directly uploading it on the social media sites. This will reduce the threat of security and privacy issues.
Jetstar Company finds that the use of the online advertisement offers different benefits and drawbacks from online marketing activities.
- Lower cost: – Jetstar found that the online marketing activities are much cheaper which helps the company to promote the business than the traditional method of promoting the services (Tiago & Veríssimo, 2014). Along with this, it saves the time to identify the targeted customers which become cost-effective for the company.
- Global audience: – Another benefit which is received by the Jetstar Company is gaining the attention of a large number of audience through online mode. This will help the airline in attracting a large number of audience through which they can earn a large number of profits (Kumar & Reinartz, 2018).
- Reliable technology: – The online marketing activities that are conducted by the Jetstar are reliable which helps the company in getting ensured that whatever they are willing to communicate to customers is effectively communicated in real time.
- Lack of face to face contact: – Jetstar makes use of the online marketing which will reduce the face to face contact with the customers. This might make the company lose their customers to other competitors because of a lack of customer engagement with the company.
- Marketing complexity: – The complexity takes place when Jetstar airline conducts their activities because of the launch of the new technology (Todor, 2016). Along with this, the new entrants in the market makes the airline confuse for selecting the most profitable online marketing techniques.
The airline management in the current era deals with the numerous challenges related to the e-commerce business. These challenges include: –
- Attracting the right customer: – This has been found that airline suffers a lot because they are not able to attract the right customers. The online marketing activities target the huge audience in which some of the customers share their negative comments which affect the brand image of the company.
- Capturing quality leads: – The rise in the competition in the airline field makes it difficult for the companies to get the quality leads because the customers compare and take the reviews before finalizing the deals (Hanke, 2016).
- Retaining existing customers: – This has been found that, most of the companies share the offer on online channels to attract new customers. Though, the challenge which is majorly faced by the company is retaining the existing customers. The airline companies don’t bring any additional benefits for the loyal customers that make them shift to the competitors and take the advantage as a new customer.
- Selecting the right method: – The social media channels are emerging with the evolution in the technology. Therefore, it becomes difficult to evaluate that on which channel they will be able to get the right customers (Chaffey, 2015).
- Attracting and hiring skilled staff: – It becomes essential for companies to attract and hire skilled staff in airline management because the job design is difficult to be adhered by people.
Considering the analysis, it is recommended to airline management to adopt for the updated technology in right manner which will help the company to attract the customers in the market. In addition, the airline management should compare the competitor’s data and then ensure to post the things in the right manner so that they can easily get the quality lead. The airline management should make use of the different ways to attract the employees for hiring them. This includes offering them an attractive package, incentives, designation and many others. It is suggested that the manager should review all the operations that are taking place.
Jetstar Asia is Singapore’s most punctual Airline in the year 2018. This local Low-cost carrier has occupied the 8th rank in the list of the most punctual airline in the world. This is considered as one of the biggest achievements of the Jetstar airline. The airline is the Asia Pacific airline that has scored the five-star rating for being punctual in the year 2017. Considering the fact, out of the top 250 low-cost carriers in the world, the airline has ranked on the second best for on-time performance with a rating of 86.5% (Jetstar, 2018).
The scandal which affects the Jetstar was related to the behaviour of the staff that made the company to apologise for the mistake. Jetstar apologised for distressing women who forced to carry his adult sister off to a flight from Melbourne to Perth. Passenger , Danae Florias, a 24 years women reported that staff offered a standard wheelchair when she asked for the whereabouts, a specially designed wheelchair which is used by her 26-year old sister Marissa who is dealing with cerebral palsy. She complained about the incident but the staff gave her a blank look (News.com, 2014). This incident was ended up when she took her sister off the plane. In this case, a spokesperson of the Jetstar had word with the family of Florias. Along with this, they apologised for the distress for the family. In addition, he said that they are investigating the reason due to which the incident took place.
Corporate social responsibility is a type of the business model that is used by the companies in which helps a company to become socially accountable for itself, public and stakeholders.
Jetstar airways perform different initiatives towards the community out of which the StarKids is one of the effective CSR activities. StarKids partnership with the Jetstar and World vision supports the humanitarian relief and the community-based projects in the market of Asia and Australia. The partnership is formed with the aim to transform the living standard of the communities living the in the poverty and to offer bright kids future. There are different locations which contribute to generate money such as Cambodia, Myanmar, Thailand, Indonesia and many others (Jetstar, 2018).
Jetstar is also a concern for the environment due to which they contribute to the Fly Carbon Neutral Program. The passengers of the Jetstar can book the flight to fly carbon neutral which can be selected by them at the time of booking only. This shows the concern of the company for the environment with the contribution of the customers. Accordingly, 100% of every contribution is used to make the purchase of offset from the projects that offer the verified carbon across the world.
Jetstar airways follow the strategy for the fuel efficiency which includes the new fuel-efficient aircraft, reducing the weight of the aircraft, improving the performance of the aerodynamic.
Conclusion
In the end, it can be concluded that Jetstar Asia makes effective use of social media platform to conduct the online advertisement in the market. This is evident from the different online advertisement methods that are adopted by the company. Along with this, the marketing strategies reflect different activities performed by the company. In addition, it includes the Friday FREEFlights Campaign which helps them in pooling the customers by promoting their services in the market. This report also includes the different benefits and drawbacks of the online marketing activities that are conducted by the Jetstar airline. Furthermore, the airline management also faced numerous numbers of challenges in the e-commerce management which are discussed with the solutions of the same.
References
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