Digital Marketing in the Airline Industry

This assignment analyzes the use of digital marketing strategies within the airline industry. It examines how airlines leverage various digital tools to enhance customer service, promote their products and services through platforms like social media and websites, and monitor the effectiveness of their digital marketing campaigns. The report concludes that digital marketing plays a crucial role in increasing awareness, profitability, and market share for airlines.

Marketing Strategy

Table of Contents
TASK ..............................................................................................................................................1
1) Digital market options............................................................................................................1
2 Implication of Digital Media....................................................................................................2
3 Types of digital media..............................................................................................................2
4) Monitoring effectiveness of digital media..............................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Digital marketing tools are used by firms in order to promote their products and services
at market places with the help of digital technologies such as internet, display advertising, online
websites etc. As there is rise in use of digital tools thus people are not visiting the shops and they
prefer to buy the products online (Chaffey and Ellis-Chadwick, 2016). The undermentioned
report is based on Aero Contractors and they provide airline services to customers, Plans and
strategies are formulated by firms in order to use digital tools for creating awareness among
public.
TASK
1) Digital market options
In the modern world each business is focused towards promoting their products with the
help of digital tools such as mobile internet, online websites, blogs social media etc. Aero
Contractors have developed strategies in order to use digital marketing tools so they can attract
customers who will enhance their overall sales and profitability ratios (Armstrong and et. al.,
2015). They are offering various facilities for business class people so they can easily travel
from one location to another, discount offers for economy class people, safety and security of all
passengers. This is the major plan of air line industry for this they will use digital tools thus
budget have to be set by which they can promote their products and services with the help of
digital tools.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 8000 10000 14000 12000 15000
Investment of finds 8000 10000 9000 8000
Net Total 8000 18000 24000 21000 23000
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Promotional activities
Mobile advertising 6000 8000 8000 7000 11000
Social media 11000 10000 13000 16000 15000
Blogs 4000 5000 6000 4000 5000
Grand Total 21000 23000 30000 27000 31000
Business to Business considerations in digital media is linked with having direct contact
with the firms who are involved in similar business operations and the main aim of B2B business
is linked with developing effective relationship among similar business and enhancing their
market profitability and market shares.
Business to customers considerations reflects that business is having direct connection
with customers and different social media tools are used in order to develop awareness among
customers (Chaffey and Smith, 2013).
Aero Contractors are mainly targeting business class people who are mostly travelling
from one place to another in order to attend business meetings so they can earn higher
profitability index. If firms are using digital tools then it results in higher cost of operations for
giving digital advertising.
2) Implication of Digital Media
Digital media tools are beneficial for firms as it helps in making customers aware about
their new products and services which are available thus enhancing their profitability indexes.
With the help of digital tools people can easily know about the different services which are
available for people as the informations is updated on blogs and different social media websites.
Digital tools are beneficial for firms as they can easily reach large number of customers at
similar time and they can resolve their difficulties related with the products and services.
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3) Types of digital media
There are different type of digital media tools which are used by Aero Contractors in
order to promote their products and services at market places such as Social media website like
Facebook, Instagram and firms are using them as people are mostly connected by these media
and it helps in developing awareness about products and services of firms. Blogs are useful for
airline industry as they can easily know about the opinion of customers and analyse those areas
where improvements have to be made also online website of company is beneficial for customers
as they can know about the information related with the services and discounts offered to them.
4) Monitoring effectiveness of digital media
The digital media tools are effective for firms as it results in enhancing overall sales and
profitability as customer are aware about the services which are available for them thus
enhancing their market shares and earning higher profitability ratios. Digital tools are useful for
business in order to expand their business operations all around the globe as customers can easily
reach towards their products (Ryan, 2016). Digital tools are also valuable for educating people
about the different types of services available for them and safety measures which they should
adopt while travelling from one location to another. These are also important tools for retaining
loyal customers who will enhance the overall profitability ratios.
CONCLUSION
From the above report it has been concluded that digital tools are beneficial for Airline
firms in order to develop awareness among people about the different types of services which are
offered by them thus enhancing their overall profitability indexes. Internet is the best tool used
by firms for creating awareness among people who can use their offered services.
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REFERENCES
Books & Journals
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. Prentice Hall.
Armstrong, G. and et. al., (2015). Marketing: an introduction. Pearson Education.
Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or
just annoying. Journal of Strategic Marketing, 19(6), 489-499.
Järvinen, J. and et. al., (2012). DIGITAL AND SOCIAL MEDIA MARKETING USAGE IN
B2B INDUSTRIAL SECTION. Marketing Management Journal, 22(2).
Online
What is digital Marketing. 2017. [Online]. Available
through:<https://blog.hubspot.com/marketing/what-is-digital-marketing>.
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