Digital Media Communication in Virgin.

Running head: DIGITAL MEDIA COMMUNICATION IN VIRGIN
DIGITAL MEDIA COMMUNICATION IN VIRGIN
Name of the student
Name of the university
Author note

1DIGITAL MEDIA COMMUNICATION IN VIRGIN
Executive summary
The report is focused towards analyzing the digital media communication tactics that are used by the
concerned organization Virgin Australia and the manner in which the activities have helped he business in
empowering effective communication with the target audience. On the other hand, the report also analyzed
the website, content, the social media promotions and the writing style of the organization with the idea of
gaining an overall conception on their tactics. Lastly, the report devised a recommended action for the
organization with the idea of improving the value of customer experience while operating in the different
markets.

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Table of Contents
1. Introduction.....................................................................................................................................................3
1.1. Thesis........................................................................................................................................................3
1.2 Scope.........................................................................................................................................................3
2. Digital Communications.................................................................................................................................3
2.1 Virgin Australia.........................................................................................................................................4
2.2 Use of digital media platforms..................................................................................................................4
2.3 Target audience.........................................................................................................................................4
3. Website Analysis.............................................................................................................................................5
3.1 Website analysis of Virgin Australia.........................................................................................................5
4. Social Media Communication Analysis..........................................................................................................6
4.1 Virgin Australia’s Social media communication analysis........................................................................6
5. Content Analysis.............................................................................................................................................7
6. Business Writing Style....................................................................................................................................7
7. Conclusion and Recommendations.................................................................................................................8
7.1 Conclusion.................................................................................................................................................8
7.2 Recommendation.......................................................................................................................................8
References...........................................................................................................................................................9

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1. Introduction
1.1. Thesis
The social and digital media strategies permit an organization in improving the capabilities of the
same in improving awareness among the target base of customers and boosting their sales volume. The
improvement of the social and digital media strategies of an organization empowers the rate of operations of
the business while operating as per the sustainable objectives of the business.
1.2 Scope
The report will develop an assessment of the different social media channels that are used by Virgin
Australia and thereby generate different recommended activities for the organization with the idea of
improving their digital media strategies while including techniques for change in the operational aspects.
2. Digital Communications
Digital communication is specifically the set of communication system that are developed by an
organization with the idea of improving the rate of awareness among the target audience while making use of
a diverse range of platforms. The organizations develop digital media communication strategies and tactics
with the idea of maximizing their reach to the target audience while operating in the different markets.
According to Dolan et al. (2017), the digital communication related capabilities of an organization enables
the same in empowering the business operations through the utilization of different digital and electronic
media tactics. Moreover, Floreddu and Cabiddu (2016) observed that the extensive use of digital media
tactics supports an organization in increasing the reach of its operations while making the target audience
aware of the propositions. The different digital communication platforms that are often used by the
organizations are emails, television, integrated adverting in different search engines and the like. The
integrated utilization of different digital communication mediums supports an organization in increasing the
efficiency of the same in drawing the attention of the target audience while retaining the sustainable value of

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the offerings that are made by the organization. The competitive market environment, lower awareness
among the target audience and the emergence of new technologies with ease of targeting the audience of the
organization are the general drivers hat acts as agents for modification of an organizational approach towards
digital communication.
2.1 Virgin Australia
The concerned organization, Virgin Australia is considered to be one of the largest airline service providing
organization by fleet size and commenced their services since the year 2000 (Virgin, 2020). The organization
has grown dynamically within the last few years with their distinguished service propositions in
comparatively cheaper rates than that of the other existing organizations in the markets. Moreover, the digital
media communication strategy of the organization significantly contributed to the position and market status
of the same while operating in sticking to the sustainable objectives of the business.
2.2 Use of digital media platforms
The organization utilized a variety of digital media platforms ranging from television advertisement
campaigns to the development of mobile application and website. Recently, the concerned organization is
making extensive use of the social media platforms with the idea of drawing the attention of the target
audience towards their propositions. The increased involvement of the concerned organization in different
social media like Facebook, Twitter and Instagram supported the business in making the target audience
aware of the propositions. The organization also utilized the SEO (Search Engine Optimization) and Google
AdWords with the idea of making themselves more available to the target range of customers. The growth of
IoT supported the business in improving their each to the target audience through the use of different digital
media platforms.
2.3 Target audience
The target audience of the concerned organization are the business and non- business with lower affordability
of capital spending on transportation. The age of the target audience of the organization ranged between 24-

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46 years and is moderately educated and tech savvy. The tech savvy population is being targeted by the
concerned organization with the idea of improving their engagement in the digital media communication
related initiatives (Wang and Zhao 2019). Moreover, the organization targeted the population with lower
affordability with the idea of gaining a competitive edge through their proposition of cheaper flights against
the existing airline businesses.
3. Website Analysis
A good website empowers an organization in keeping the target audience aware of the different
propositions that the organization is offering. The ease of user navigation, content and information on the
propositions and feedbacks from the customers are the major sections that a good website reflects. The pages
in the website should be well integrated and a page navigator is required to guide the users through the
different pages of contents. Moreover, the search engine rankings of a website is one of the primary concerns
that might be considered by an organization with the idea of permitting e users to get a hold of their site after
placing the initial keywords in the search engine. The depiction of information about the organization, the
terms and conditions of the propositions, the key contacts are the major information that an organization
might provide in their website with the idea of improving the user experience.
3.1 Website analysis of Virgin Australia
The website of the organization is developed while prioritizing the experience of the users. In this
connection, the website of the concerned organization is loaded with information on the organization and the
services propositions that are offered by the business (Huertas and Marine-Roig 2016). The different aspects
of change in the organizational operations are grounded on the effective functioning of the diverse
mechanisms in sticking to the sustainable objectives of the business. It has been observed that the website of
the organization is indented with clear navigation pathway design with the pu8trpose of assisting the users in
surfing throughout the website at ease. On the other hand, the content that the organization published in the
website is carefully formatted through the utilization of different headlines. According to Koçyiğit (2019),

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the logical design of the website through effective positioning of images and content results to visual
attraction while the integration of the content with different key words, tactically used, supports an
organization in maintaining their availability in the search engines. In this relation, the concerned
organization has developed effective content design and formatting with the idea of improving navigation
experience of the users. Moreover, the use of more relevant key terms in the website has enabled the
organization in improving their position in the Google search page. Again, the well designed content in the
website supported the organization in making the target audience aware of the different propositions that are
offered by the business.
4. Social Media Communication Analysis
The social media communication is an important aspect that is used by most of the organizations with the
idea of improving the engagement of the different communities and the target audience with the
organizational processes. It has been observed that more and more people are active in the social media
platforms which specifically supported the initiative of the organizations in increasing awareness on their
propositions among the target audience (Marland, Lewis and Flanagan 2017). The use of facebook, Twitter,
YouTube and the like have permitted the organizations in improving their capability of drawing the attention
of the target audience towards the propositions. In this connection, the target audience for the social media
communication are the active users of the same, age ranging between 22- 44 years and are tech savvy.
4.1 Virgin Australia’s Social media communication analysis
The concerned organization has taken the initiative of integrating with different social media
platforms like Facebook, Twitter and thee like with the idea of making the target audience aware of the
digfferent service propositions. Moreover, the organization has also taken the initiative of developing
different campaigns for encouraging the involvement of the target audience in the propositions. The choice of
the media vehicles are specifically grounded on the rate of active users in the platforms. It has been observed
that 86% of the Australian population are active users of Facebook. Therefore, the organization published

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most of their communication campaigns through facebook with the idea of improving the rate of awareness
among the target audience.
5. Content Analysis
Content plays a major role in influencing the behaviour of the customers. In this connection, the
professional method of generating contents values the authenticity and reliability of the content. The
concerned organization has taken the initiative of maximizing the promotional content in their website, blogs
and other communication media with the idea of drawing the attention of the target audience towards the
propositions that are made by the same. The use of photographs in the campaigns along with engrossing
contents and storytelling capabilities has contributed to the organization in improving the trust factor between
the organization and the target audience. The use of different colors in the content also enabled the
organization in improving the effectiveness of the business operations while operating as per the sustainable
objectives of the business.
6. Business Writing Style
The business writing style is specifically aligned with the goals off the organization. In most of the
cases, the organizations take the initiative of persuading the customers to make a buy of the offerings. In this
connection, the organizations utilize a persuasive form of writing through the utilization of AIDA (Attention,
Interest, Desire, Action) model. The concerned organization have taken the initiative of utilizing the
persuasive style of writing with the idea of drawing the attention of the target audience towards the
distinguished propositions and creating a desire among the same for making a buy of the services. The use of
the AIDA model by the concerned organization guided the same in posing attractive offers and discounts in
their content and writing with the idea of generating interest in the minds of the target audience (Pan 2019).
The generation of interest and desire in the minds of the target audience have contributed to the growing

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sales figure off the concerned organization while operating in sticking to the sustainable objectives of the
business.
7. Conclusion and Recommendations
7.1 Conclusion
Therefore, from the above assessment it might be stated that the use of digital communication
platforms supported the organization in improving their growth rate while adhering to the common interests
of the target audience. On the other hand, the absence of effective AR integration might affect the capability
of the organization in improving the experience of the users. The report developed an assessment of the
website, content, writing style and the social media platform used by the organization. However, the inability
of the organization in integrating AR to the website has diminished the quality of experience of the users.
7.2 Recommendation
The organization might consider integrating AR with their business website with the idea of improving and
managing the experience of the users while finding the best suited service for themselves. The improvement
of customer experience would allow the organization in increasing the effectiveness of the business
operations while operating as per the sustainable objectives.

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References
Dolan, R., Conduit, J., Fahy, J. and Goodman, S., 2017. Social media: communication strategies, engagement
and future research directions. International Journal of Wine Business Research.
Floreddu, P.B. and Cabiddu, F., 2016. Social media communication strategies. Journal of Services
Marketing.
Huertas, A. and Marine-Roig, E., 2016. Differential destination content communication strategies through
multiple social media. In Information and communication technologies in tourism 2016 (pp. 239-252).
Springer, Cham.
Koçyiğit, M., 2019. New Communication Strategies and the Future of Advertising Narration. In Handbook of
Research on Narrative Advertising (pp. 333-340). IGI Global.
Marland, A., Lewis, J.P. and Flanagan, T., 2017. Governance in the age of digital media and
branding. Governance, 30(1), pp.125-141.
Pan, J., 2019. How the market for social media shapes strategies of internet censorship. Digital media and
democratic futures, p.196.
Virgin, 2020. Virgin Australia. [online] Virgin. Available at: <https://www.virgin.com/company/virgin-
australia> [Accessed 6 April 2020].
Wang, Q. and Zhao, M.L.Q., 2019. Analysis of Communication Strategies in the New Media Age. Journal of
Educational Theory and Management| Volume, 3(02).