Jetstar digital marketing report assignment

This creates a need for Starters aircraft to adhere to these political and legal requirements provided. The most important factor is passenger safety so legal restrictions are implemented to ensure that. Starters make it clear on their website the rules to follow to enforce the safety of the passengers As with most airlines, Starters have safety demonstration videos, complete with booklets that describe the actions to take in perilous situations. Starters ensures they are adjusting to different cultural climates if need be 1. 2. Economic Issue The levels of disposable income for the average person strongly affect the individual’s ability to engage in air travel for leisure. As unemployment decreases and the average income increases, it allows individuals from a larger range of socioeconomic backgrounds to travel by air. Industry is still recovering from the backlash from the SGF, which led to an increase in fuel prices for aircraft. The added demand from more financially capable consumers enhances the price war f the low-cost airline, driving down prices further, while the ability to fly increases.

If the average disposable income is increasing as a result of business and industry growth, this will increase the airline industry for both business and leisure consumers. 1. 2. 3 Socio-cultural/Demographic Growing trend amongst Australians to seek out and purchase the lowest cost airfare Australia is multiplying aggressively Already Starters, Tiger, Air Asia, Virgin Blue, for example, are low-cost airlines and are established in the Australian domestic market. This creates the need to differentiate to survive.

Social media marketing became an obvious avenue, due to the expensive nature of other forms of media, coupled with perhaps not getting as much reach or generating as much awareness. This tactic works especially well in the current state of airline ticket purchasing whereby a consumer may be influenced by advertising via a social media marketing campaign, and they are merely a few clicks from purchasing a plane ticket to their desired destination.

Starters has a Youth Channel as well as using Twitter, Instating, and Backbone to reach their target audience, and inform them of special offers, current happenings with the company, announcements, and responding to queries. Starters have also developed an extremely user-friendly app, which also eases the process for browsing schedules and making the purchase as painlessly as possible. In May of 2009, Starters conducted a Twitter-only sale campaign which offered 1, 000 seats for only $0. 02, which sold out almost immediately Toaster, 2010).

Another recent digital trendiest airlines have focused on that Vive personally experienced is installing at least one USB port per passenger either in the arm of their seat, or in the console directly in front of them. This is extremely convenient for not only the business clients of the airline, but also the leisure clients, allowing them to use their phone (or digital device) as much as they please, knowing they can operate their digital devices thin the plane, with their batteries being charged mid-flight.

These features suit the needs of the tech savvy consumer, and as society continues to evolve further into complete technology dependence, there are a quickly growing number of consumers where these features suit an increasing amount of consumers needs. In 2011, Starters also became the first airline to offer passengers pads for use as an in-flight entertainment tool. The pads came prepared with a variety of movies, games and digital magazines, which were available for a small fee in economy class, and came as part of the business package.

As mentioned, this part of the industry doesn’t offer many options to choose from, but this partly comes as a result of the fact they are clinical and keep the airline firms satisfied. Digitally and technologically speaking, the expectation from the suppliers is that they will be receiving an innovative, top class product, that provides the appropriate blend of safety and entertainment that the consumers require. Starters rolled out it’s first Boeing 787 Dreamlike in 2014 Toaster, 2013) which offered top class fuel efficiency and a sleek external and internal design (Emery, 2010).

Airbus and Boeing will no doubt continue to adapt and evolve their digital components of their aircraft as society continues to demand and expect innovative and sophisticated technology. 3. 1 Target Market Starters was created by Santa in response to the threat by Virgin Blue, it is a low-cost airline that targets lower socio-economic consumers that are still capable of using air travel (Danger, et al. , 2011). A precise example of the sort of consumer they would be targeting would be young adults, both male and female aged between 18 and 25, ideally participating in some form of higher education.

These periods would be specifically May/June and October/ November, when the exam periods are concluding for University students. These are the two times of year that university students in particular are looking to go on an ass holiday that isn’t going to hurt them too much financially. Another potential digital marketing strategy for this particular sales promotion could be through the animated screens that are installed at train stations and bus shelters for advertising.

Being in a stressful environment at a stressful time of year means this would be the perfect time to hone in on the psyche of the target audience to encourage spontaneous travel with Starters. 4. 6 Social Media Marketing As mentioned earlier, Starters came to the realization in 2010 that Social Media Marketing was extremely effective and financially beneficial for the company if executed properly. Backbone, Twitter, Instating, Blobs, for example, have become an extremely useful marketing tool, and considering Starters target audience, it is no surprise they directed such a large portion of their marketing budget towards social media.