Singapore Airlines Digital Media Communications

This report analyses the current digital marketing environment for Singapore Airlines, their marketing strategies, and the analysis of their digital marketing communications through various channels such as Facebook, Twitter, corporate website, SIA app, and YouTube.

Running head: Singapore Airlines Digital Media Communications 1
University
Students Name
Course
Date

Running head: Singapore Airlines Digital Media Communications 2
Table of Contents
1.0 Introduction...................................................................................................................................3
2.0 About Singapore airlines.................................................................................................................3
3.0 Singapore Airlines Current digital marketing environment.............................................................3
4.0 Marketing........................................................................................................................................5
5.0 Singapore Digital Marketing Communication analysis...................................................................7
6.0 conclusion........................................................................................................................................9
7.0 references......................................................................................................................................10

Running head: Singapore Airlines Digital Media Communications 3
1.0 Introduction
Singapore was founded in the year 1947 initially called the Malayan Airways. It started
operating in October 1972. Since the start of the business, it has risen to be among the top
world airlines, it among the favourites brands in Singapore now among the top 20
carriers globally when it comes revenue passenger distance and it has been ranked the 10th
worldwide in capacity of passengers it carried. It has a good reputation and rich heritage
which has helped it to build a long term corporation with agencies. This report is going to
analyse current digital marketing environment for Singapore Airlines, Marketing
Strategies and the analysis of digital marketing communications (Wirtz & Heracleous,
2016).
2.0 About Singapore airlines
Singapore Airlines Limited (SIA) main purpose is air transportation of cargo, passengers
and other related business. Together with SilkAir and Scoot which are its subsidiaries, the
SIA passenger route linkage extent to over 150 destinations across the 6 continents and it
operates in over 30 countries. (Heracleous & Wirtz, 2014).
3.0 Singapore Airlines Current digital marketing environment
Technology
Singapore Airlines strongly believes adopting the use of information Technology, the
company is now using new innovations for instance, electronic ticketing, sell of tickets
over the internet, use of smart cards for check-in self-service, automated check-in and
other management software. SIA was the first industry to install productivity suit to assist
clients use their personal computers even after boarding the plane. It also have business

Running head: Singapore Airlines Digital Media Communications 4
class and first class seats advance with technology which makes it gain competitive
advantage to Singapore Airlines.
Economic
Singapore Airlines is plagued by economic factors and many macro factors for instance,
Oil pricing, eruption of flu, Asian tsunami, rise in terrorism. This has actually affected
profitability advancement. In the year 2006 the SIA suffered a loss of $500M that is 0.1
of the net revenues which accumulated a loss $ 42 billion in 2001/2006.
Political
The SIA was attacked by terrorist on September 2006 in the United States which led to a
massive implications. The industry profitability was affected some much because losses,
the domestic and international Journeys declines. Nevertheless SIA was able to pick up
after the attack and it has revealed to be enhanced over its rivals. It is not a surprise to
note that the industry has realised high profit and better revenues.
Social
SIA is known worldwide as a brand that emphasises on customer oriented and
professional service this has given the industry a strong competitive advantage. The
company uses differentiation market approach which is based on building a robust brand
image that reflects quality services to customers and good flying experiences full off
comforts and luxuries.

Running head: Singapore Airlines Digital Media Communications 5
4.0 Marketing
Target market
Singapore Airlines target the following class people: upper class medium class and corporate
as their target clients who desire for comfort and reality with extra benefits and willingness to
shedding extra bucks. The premium brand offers impeccable services and spotless products to
their esteemed customers. SIA has implemented premium appraisal policy which is guarantee
of customer’s loyalty (Halpern, 2016).
Positioning
Singapore Airlines has premium carriage containing high level of innovation, developments
and excellence customer service level. Many customers has been referring the airline to
having an affordable luxury because it provides high quality service.
Branding
Singapore airlines has a robust brand image according to the customers view. A recent
research that was conducted in the year 2016 by YouGov an independent research based on
Hong Kong. The brand image survey according to YouGov reports has the largest net
optimistic image based on the responds they get from customers (Warren, 2017)
Singapore Airlines strengths
I. Robust brand image
II. It has a premium brand and product
III. Market strength
IV. Constant profit through the operation

Running head: Singapore Airlines Digital Media Communications 6
Singapore Airlines weaknesses
I. The growth opportunity for Mainline is limited
II. Weak joint ventures
III. The strategy for china still remain incomplete and it is hard to engineer
5.0 Singapore Digital Marketing Communication analysis
Singapore Airlines has been using several types of digital marketing tools now and in the
recent years. The industry is now focusing on improving the marketing strategies. The
consumer behaviour would be analysed based on the respond by the following tools
I. Facebook
II. Twitter
III. The corporate website
IV. SIA App
V. YouTube
Facebook
Singapore Airlines holds a Facebook account which it uses to share the industry photos
globally, it’s offers, promotions and customers updates are shared via this tool. The page
contain a link ‘’book now’’ where the customers would directed to the booking site which is
the company’s website.
Singapore Airlines Facebook page has over 2, 500,000 followers, the average likes per post is
between 350-1000 likes and 100- 200 comments. The customer involvement in this page is
very high (Zhang, Kotkov, Veijalainen & Semenov, 2016).
Twitter

Running head: Singapore Airlines Digital Media Communications 7
The SIA page was created in February 2011. The industry uses the twitter account to update
customers on the latest promotion offers and interesting facts about the services. The tool is
also used to share photos of SIA. The company replies to any query that is raised by the
customers.
Currently SIA twitter account has over 445,000 followers with average likes per post ranging
from 50- 200 and about 30-50 retweets. The customer involvement in this tool is medium
(Alghamdi, Xu & Watson, 2017).
The corporate website
The SIA website has a good layout and it easy for the customers to navigate. The SIA
customers perform variety of actions like checking on flights, booking flights, choosing
preferences, commenting on certain issues and posting questions amongst other functions.
The website also contain feature belonging to members of Krisflyer. A bar at the lower part
of the page enable visitors to view new promotions easily. The customer involvement in this
case is very high.
SIA App
SIA have created an application known as ‘’ Singapore Airlines’’ the app has bring
convenience to passengers because they are able to decide about their travel schedule
bookings and asking questions to the admin concerning flights. It has also reduce the burden
of long queues of customers in the airport because they can access service via the mobile
application. The app is compatible to android and apple operating system. Apple has an
average of downloads of 100,000- 500,000 downloads and a ranging of 80 percent. Android
downloads ranges from 500,000- 1000,000 and has a ranging of over 80 percent (Sengupta &
Sengupta, 2014).

Running head: Singapore Airlines Digital Media Communications 8
YouTube
Singapore Airlines YouTube channel shows various industry advertisement videos. The SIA
customers are in a position to view and give their remarks and various videos that are
uploaded in the channel. Some of the videos that are uploaded include ‘’perfection service
and ‘’ the journey of a single girl (Wirtz & Heracleous, 2016).
6.0 conclusion
Digital marketing communication has assisted the Singapore Airlines in many ways. It has
given the company to access market in the most affordable price. The SIA has been able to
reach their target market in a measurable and core-effective way. The channels has also
enhance interactive relationship between the company and its clients in ensuring an
interaction which is result driven.

Running head: Singapore Airlines Digital Media Communications 9
7.0 references
Alghamdi, B., Xu, Y., & Watson, J. (2017, August). Malicious Behaviour Analysis on
Twitter through the Lens of User Interest. In Australasian Conference on Data
Mining (pp. 233-249). Springer, Singapore.
Halpern, N. (2016). Air transport marketing. Air Transport Management: An international
perspective, 321.
Heracleous, L., & Wirtz, J. (2014). Singapore Airlines: Achieving sustainable advantage
through mastering paradox. The Journal of Applied Behavioral Science, 50(2), 150-
170.
Sengupta, N., & Sengupta, M. (2014). Singapore Airlines: Gliding with People Excellence.
Warren, A. (2017). Sensory marketing, consumer psychology and the future of branding
within the Airline industry: Singapore Airlines (Doctoral dissertation, The IIE).
Wirtz, J., & Heracleous, L. (2016). Singapore Airlines: Managing human resources for cost-
effective service excellence. In SERVICES MARKETING: People Technology
Strategy (pp. 695-703)
Wirtz, J., & Heracleous, L. (2016). Singapore Airlines: Managing human resources for cost-
effective service excellence. In SERVICES MARKETING: People Technology
Strategy (pp. 695-703).
Zhang, B., Kotkov, D., Veijalainen, J., & Semenov, A. (2016, September). Online
stakeholder interaction of some airlines in the light of situational crisis
communication theory. In Conference on e-Business, e-Services and e-Society (pp.
183-192). Springer, Cham.