Analysis of the Digital Marketing Strategies of Virgin Atlantic Airways

Analysis of the digital marketing strategies of the Virgin Atlantic
Airways company
Introduction............................................................................................3
Virgin Atlantic Airways Marketing Situation...........................................3
The existing strategies and analysis of Virgin Atlantic Airways.............4
Virgin Atlantic website analysis...........................................................4
Marketing Strategies used by VA airways...........................................5
Search Engine Analysis..........................................................................5
i) Heavy User Share.........................................................................6
Cost per clicks and cost per acquisitions............................................8
Leading keywords in VA......................................................................9
Loyalty Metrics..................................................................................10
Communication and relationship......................................................10
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RECOMMENDATIONS............................................................................11
Customer Acquisition........................................................................11
Customer retention...........................................................................12
Optimization......................................................................................12
CONCLUSION........................................................................................13
References...........................................................................................14
Appendices...........................................................................................15
Appendix 1: Weight average method................................................15
Appendix 2: Calculation of customer lifetime value..........................16
Introduction
In the present age, with the increased innovations in the internet,
electronic commerce, and the networked economy has been the main
instruments fostering business growth, the relationship among business
partners and commercial movements (Palos-Sanchez et al. 2017). Checking
onto the company's history, it is evident that most companies have adapted
all their activities to the new existing technology, new management
strategies, and other effective communications landscape. This has also
been accelerated by the tremendous increased power of computing in
various devices that customers use (Hanke & Teo 2003).
Most travelers who prefer airline transport depend on the internet as
their main source of information. Because of the wide use of the internet,
most customers get access to information very easily, these have led to
more competition in the airline industry. Digital marketing has become part
of the airline industry where most companies in this business have come up
with various Digital Marketing techniques providing new outstanding
methods for online purchase of tickets (Wei & Ozok 2005). In the past, when
the technology was not widely used, customers depend on their friends or
associates to get information while in the present day, customers buy
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products through searching for information using their phones or computers
(Macdermott 2015). This report is focused on Virgin Atlanta in terms of
strategies used in Digital Marketing.
Virgin Atlantic Airways Marketing Situation
Virgin Atlantic Airways obtain their 100% revenues from the air
transport services. Their main competitors being British Airways, EasyJet and
Ryanair. The unique part of the Virgin Atlantic is that it is built on a
foundation that is focused on the leisure markets and businesses and drives
on efficiency and effectiveness (Graver & Rutherford 2018). This enables
them to take advantage of its competitors. Satisfying their customer needs is
the main central strategy of Virgin Atlantic. The market analysis and
competitor's analysis can be seen in the Appendix.
The existing strategies and analysis of Virgin Atlantic Airways
Virgin Atlantic website analysis
 Virgin Atlantic website contains very many features meaning its
main focus is for customer services. It has customer charter
texts, flight disruption policy and carriage conditions. All these
website features contribute to the easy purchase of air tickets
for visitors.
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Figure: 1 Figure VA official website homepage
 For better customer service experience in VA, is a requirement
for all customers to register with the company. This also reduces
payments insecurities.
Marketing Strategies used by VA airways
 Virgin Atlantic is very active in most social media channels like
Twitter, Facebook, Instagram and so forth. Most Virgin Atlantic
customers make inquiries by participating and interacting with
the company via these platforms. The company has 248,490
followers on Facebook and 198924 followers on Twitter
(Yahyapour 2015). According to simmilareb.com, social media
marketing is a very good strategy to meet various customers
and listen to their complaints about the company development
(SimilarWeb 2018).
 VA also uses Lanner Group system for improving check-in efforts
in order to satisfy more customer needs (Alamdari and Fagan
2017). The system together with some partnerships in VA leads
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