Online Advertising Activities of Jetstar Asia Airways

This report explores the online advertising activities of Jetstar Asia Airways, including their use of social media, websites, and blogs. It discusses the airline's marketing strategies and the benefits and drawbacks of online marketing. The report also covers the challenges faced by the airline's management in e-commerce business and provides recommendations for improvement.

E-Business and E-Commerce
10/27/2018
Jetstar Asia Airways

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Contents
Introduction......................................................................................................................................3
Overview of the company............................................................................................................3
Online advertising activities adopted...............................................................................................4
Social media websites..................................................................................................................4
Website and blogs........................................................................................................................5
Marketing strategies.........................................................................................................................5
Friday FREEFlights Campaign....................................................................................................6
Ways to overcome the threat of security and privacy of users........................................................7
Major benefits and drawbacks from online marketing activities.....................................................8
Benefits of online marketing activities of Jetstar........................................................................8
Disadvantages of online marketing activities of Jetstar..............................................................9
Challenges faced by the airline's management in e-commerce business.........................................9
Recommendations......................................................................................................................10
Additional requirement..................................................................................................................11
Achievement of Jetstar Asia Airways........................................................................................11
The scandal of Jetstar Airways..................................................................................................11
Corporate Social Responsibility of Jetstar Asia Airways..........................................................11
Community initiatives...........................................................................................................12
Fly Carbon Neutral Program.................................................................................................12

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Our strategy for fuel efficiency..............................................................................................12
Conclusion.....................................................................................................................................12
References......................................................................................................................................14

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Introduction
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.
Overview of the company
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).

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Online advertising activities adopted
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 websites
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

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Website and blogs
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.
Marketing strategies
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

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airline posts the updates that help their customers to become aware of the activities of the
company.
Friday FREEFlights Campaign
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

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viral on the social media sites which reflect the effective way of conducting the marketing of the
brand (Marketing Interactive, 2018).
(Source: Marketing Interactive, 2018)
Ways to overcome the threat of security and privacy of users
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

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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.
Major benefits and drawbacks from online marketing activities
Jetstar Company finds that the use of the online advertisement offers different benefits and
drawbacks from online marketing activities.
Benefits of online marketing activities of Jetstar
 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

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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.
Disadvantages of online marketing activities of Jetstar
 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.
Challenges faced by the airline's management in the e-commerce
business
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

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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.
Recommendations
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

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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.
Additional requirement
Achievement of Jetstar Asia Airways
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 of Jetstar Airways
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.

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Corporate Social Responsibility of Jetstar Asia Airways
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.
Community initiatives
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).
Fly Carbon Neutral Program
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.
Our strategy for fuel efficiency
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.

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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.

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References
Chaffey, D. (2015). Digital business and e-commerce management. London: Pearson Education
Limited.
Debono, J. (2012). 5 of the Biggest and Still the Best Online Advertising Methods. Retrieved
from: https://www.business2community.com/online-marketing/5-of-the-biggest-and-still-
the-best-online-advertising-methods-0186358
Hanke, M. (2016). Airline e-Commerce: Log on. Take off. New York: Routledge.
Jetstar. (2011). Jetstar to direct 40 per cent of marketing budget into social media and online
channels. Retrieved from: https://newsroom.jetstar.com/jetstar-to-direct-40-per-cent-of-
marketing-budget-into-social-media-and-online-channels/
Jetstar. (2018). #FridayFREEFlights is back, get ready to WIN!. Retrieved from:
https://www.jetstar.com/sg/en/friday-free-flights
Jetstar. (2018). About Us. Retrieved from: https://www.jetstar.com/au/en/about-us
Jetstar. (2018). Community and sustainability. Retrieved from:
https://newsroom.jetstar.com/community-and-sustainability/
Jetstar. (2018). Jetstar Asia is Singapore's Most Punctual Airline in 2018. Retrieved from:
https://newsroom.jetstar.com/jetstar-asia-is-singapores-most-punctual-airline-in-2018/
Jetstar. (2018). Jetstar Asia. Retrieved from: https://www.jetstar.com/au/en/about-us/jetstar-
group/jetstar-asia

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Jetstar. (2018). Jetstar social media. Retrieved from: https://newsroom.jetstar.com/jetstar-social-
media/
Jetstar. (2018). Marketing. Retrieved from: https://www.jetstar.com/au/en/careers/marketing
Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and
tools. Springer.
Marketing Interactive. (2018). Jetstar Asia launches #FridayFREEFlights campaign. Retrieved
from: https://www.marketing-interactive.com/jetstar-asia-launches-fridayfreeflights-
campaign/
News.com. (2014). Jetstar issues an apology to disabled woman. Retrieved from:
https://www.news.com.au/travel/travel-updates/incidents/jetstar-issues-apology-to-
disabled-woman/news-story/b251a2171a2fd6a1769accb557964bb4
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
Bother?. Business Horizons, 57(6), 703-708.
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania
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