DIGITAL MEDIA TECHNOLOGY 0.

RUNNING HEAD: DIGITAL MEDIA TECHNOLOGY 0
DIGITAL MEDIA
TECHNOLOGY
SINGAPORE AIRLINES

DIGITAL MEDIA TECHNOLOGY 1
Table of Contents
Introduction......................................................................................................................................2
Literature review..............................................................................................................................3
Social media.................................................................................................................................3
Mobile technology.......................................................................................................................5
Research Methodology....................................................................................................................7
Research philosophy....................................................................................................................7
Research approach.......................................................................................................................7
Research design...........................................................................................................................7
Research strategy.........................................................................................................................7
Data collection.............................................................................................................................8
Case Study- Singapore Airlines.......................................................................................................8
Reflection.......................................................................................................................................11
Discussion and Recommendations................................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................13
Appendix........................................................................................................................................17

DIGITAL MEDIA TECHNOLOGY 2
Introduction
Digital media is considered any of the media which can be encoded in machine readable system.
Digital media creates, viewed, distributes, modifies as well as preserve on all the digital
electronics devices. The Digital Media Technology focuses on enabling technologies for digital
media systems, including technologies for investigating media and creating interactive media.
The company use digital media and social media marketing to boost their sales (Stephen, 2016).
The social media marketing refers to marketing and promoting the products and services through
social media platforms. However, digital media marketing is considered marketing the products
and services through mobile phones, display promotion of the products as well as other digital
media for making advertisement of products (Richey et al., 2016). Therefore, there is
differentiation between social media marketing and digital marketing because social media
marketing use various social media sites, blogs for the advertisement whereas digital marketing
attract their consumers by using both the channels of internet as well as non-internet (Kannan,
2017).
The most of company does marketing by using digital media technology because it helps the
company in increasing the awareness of the brands and also supports in increasing the
satisfaction among the customers of the organization. It also helps the company in generating
more profits by creating loyalty among the consumers to gain competitive advantage (Baltes,
2015). The digital marketing also support company in reducing their cost because it is difficult
for the small and medium sized business to come into the competition with other big
corporations within the limited financial resources (Sahin et al., 2018). It also creates openness
by involving other social media so that it can build the reputation among the consumer as well as
generate greater consumer loyalty.
Digital media marketing leads good research and development by helping in finding new market
for the company to expand internationally by making smaller investment. Therefore digital
marketing helps in attracting more customers because it spread awareness and drive more online
sales (Taiminen & Karjaluoto, 2015). In this report, Singapore Airline is selected and various
articles are reviewed to identify the mobile technologies that have emerged in the airlines to gain
competitive advantage. Singapore Airlines Limited is the flag carrier airline of Singapore with

DIGITAL MEDIA TECHNOLOGY 3
its hub at Singapore Changi Airport. It was founded in the year 1947, the headquarter of the
airline is in Singapore. In the year 2018, the revenue of the airline was S$1067.1 billion and
employees were 14,729. Therefore, this airline is ranked as one of the best airline for more than
20 years (Stephen, 2016).
Literature review
Social media
According to Nadeem, social media marketing is considered promoting as well as advertising the
products and services of the company by using social media websites (Nadeem, 2015). It is
important because of attracting large number of customers in the organization by reaching more
customers through social media. The study is conducted by understanding the advantages of
social media as well as Social media strategies used by Singapore Airlines to increase their
profits in the long run as well as to gain competitive advantage. The study is conducted by using
the secondary method that is by reviewing various articles, websites as well as through the
reports of the airlines. From the analysis the researcher finds that Singapore Airlines used
various strategies but recently twitter account is considered the main tool for increasing the
reputation among the customers this helps the airlines to increase their customers in the year
2018 by demonstrating luxuries interiors of the planes.
According to Richey et al, usage of Social media technologies creates more optimistic image of
the policies and strategies developed by the company and nowadays companies in tourism
industry emerged with using social media as well as mobile technologies (Richey et al., 2016).
Researchers believe that there are many advantages of the social media marketing such as it
creates awareness among the target consumers to provide them complete information about the
new features of the product as well as services offered by the company. The objective of the
study is to understand the strategies of social media used by Singapore Airlines to gain
competitive advantage. The data collection was done by adopting the primary method that is
information was collected by using the survey method in Singapore Airlines. From the analysis,
the researchers finds that Singapore Airlines use Blogs, Facebook as well as Youtube to promote
their services. This helps the airlines to increase the loyalty among the consumer that is in the
year 2018, the income of the airlines was S$703.2 million.