Digital Communications in Business: Virgin Australia Analysis Report

This report examines the digital communication strategies employed by businesses, with a specific focus on Virgin Australia. The report begins with an introduction to digital communications, exploring tactics, tools, and opportunities. It then delves into the drivers behind increased digital platform usage and the impact of digital communication on modern businesses. The core of the report analyzes Virgin Australia's digital presence, including its website, social media platforms, content, and communication messages. It evaluates the user experience, design, and Google rankings of the website, followed by an analysis of social media communication, audience targeting, and content quality. The report also discusses business writing styles, providing recommendations for improvement. Finally, it concludes with a summary of findings and references supporting the analysis, offering valuable insights into effective digital communication strategies for businesses like Virgin Australia. The report provides insights on website analysis, social media communication, and content analysis, offering a comprehensive overview of Virgin Australia's digital communication efforts.

Running Head: DIGITAL COMMUNICATIONS IN BUSINESS
Digital Business Communications
Name of the Student:
Name of the University:
Author Note:

1DIGITAL COMMUNICATIONS IN BUSINESS
Abstract
The report has highlighted the significance of the digital communications technology in
the context of the enhancement of the business revenue of any company. The report has also
highlighted the various promotional measures of the company in the market to increase the base
of its target audience. The center of discussion in this report is the Virgin Australia company.
The report has finally discussed the various communication styles and the business writing styles
of the brands in general and Virgin Australia in particular.

2DIGITAL COMMUNICATIONS IN BUSINESS
Table of Contents
Abstract............................................................................................................................................1
Introduction......................................................................................................................................3
Brief Outline of the assignment...................................................................................................3
Scope............................................................................................................................................3
Introduction of the Digital Communications...................................................................................4
Digital Communication tactics and tools and the associated opportunities arising from the
digital communications................................................................................................................4
Drivers for increased use of digital platforms and other social networks...............................4
How does digital communications address the various business impacts...............................5
Communication strategies of the modern day businesses/brands............................................5
Virgin Australia...........................................................................................................................6
Brief background.....................................................................................................................6
Digital communication platform used.....................................................................................6
Various audiences to which they are directed.........................................................................6
Website Analysis.............................................................................................................................7
Important elements of good website............................................................................................7
Evaluate the user experiences. Design, layout, headlines. Audiences, Google rankings and
Analytics......................................................................................................................................7
Social Media and communication analysis......................................................................................8

3DIGITAL COMMUNICATIONS IN BUSINESS
Description of the platform..........................................................................................................8
Who are the audiences for each platform?..................................................................................8
Virgin Australia social media communication analysis-Qualitative and the quantitative
measures......................................................................................................................................8
Content Analysis..............................................................................................................................9
Virgin Australia’s content analysis – video/ photography, promotional content style quality of
the content....................................................................................................................................9
Communication messages...........................................................................................................9
Business Writing Style..................................................................................................................10
The different business writing styles in general........................................................................10
Virgin Australia’s writing style.................................................................................................10
Recommendation...........................................................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
Appendix........................................................................................................................................14
Company analysis......................................................................................................................14

4DIGITAL COMMUNICATIONS IN BUSINESS
Introduction
Brief Outline of the assignment
The assignment is about the digital communications mode that have been practiced by the
various brands in the modern day that have enhanced their business with these types of
communication technologies. With the help of the digital communications mode the business and
their associated brand are showing their increasing activity and engagement in the promotional
strategies across the different digital media tools by initiating their expansion framework for the
sales and marketing tools. The assignment will focus on the particular digital media
communications that have been exercised and followed by the company of Virgin Australia in
order to promote their particular business strategies (Sarlis, Sakas, and Reklitis 2017).
Scope
I will analyze the digital communications strategies of Virgin Australia. According to the
latest reports as stated by Richard Branson at the company Virgin, there are various aspects of
the streamline measures that will result in the easy experience of the customers along with the
hassle free mode of the communications (Chaffey and Ellis-Chadwick 2019).From the aspect of
the jargon free communication technology and the mode, the company with the help of the
digital media has been able to produce the easy to use base of the various products along with the
other associated services where the emphasis was laid on the different websites, the various apps
and the other associated systems (Hutchins and Rowe 2016).

5DIGITAL COMMUNICATIONS IN BUSINESS
Introduction of the Digital Communications
Digital Communication tactics and tools and the associated opportunities arising
from the digital communications
There are various measures in which the mode of the digital communications can prove
the greater levels of the public engagement that will provide the organization with the main
baseline of the organizational production. The increasing measures of the digital communication
will involve the various forms of the agency goals along with its associated objectives along with
the different modes of communication (Drake 2017). The second tool to promote the digital
communications technology is to identify the different segments of the audience in the particular
business brand. This involves the consideration and the evaluation of the expressed and the
implied form of the demographics that will determine the specific behavior of the various
individuals (PAN 2019).
Drivers for increased use of digital platforms and other social networks
The application of the various social network sites have changed on a periodic basis. The
social media platforms become increasingly important to increase the base of the different target
audience (Eisencraft Attux and Suyama 2018).In context of the commercial purpose of the social
media and the other digital platforms includes the different forms of the privacy concerns, the
pressures of the Omni social nature and the rise of the various forms of the influencers and the
other factors that will shape the digital and the social media landscape in the context of the
business sector. This section also includes the basic idea of the use of the different celebrities

6DIGITAL COMMUNICATIONS IN BUSINESS
face in the different form of the consumer markets that will be associated with the higher levels
of the social values (Weber, Backer and Trefzger 2019).
How does digital communications address the various business impacts
There are various ways in which the digital communications have resulted in the various
forms of the positive business impacts. The first way is by facilitating the various forms of the
communication by the marketing techniques that will allow the different companies to interact
with the various people in the market in the public venues to spread the different form of the
transparent messages. The second way is the overloading of the various contents that will be
distributed via the various social media and the messaging apps that will involve the different
marketers to enhance their promotional strategies (Oughton et.al 2018).
Communication strategies of the modern day businesses/brands
The various communication strategies involve the experimental form of the marketing
techniques that will work both internally and externally to reinforce the different brand and its
promotion measures. The second step is the showcasing of the particular brand that will also
include the various forms of the real customers and the usage of their particular products. The
third way is to embrace the swag of the particular company using the various digital tablets that
will also provide with the branding techniques to the different customers (Zhang, Wang and Fu
2017). The company should have a clear framework of the guidelines and the other marketing
plans that will involve the different brand assets that will elicit the customers along with their
key values that will be associated with that particular brand.

7DIGITAL COMMUNICATIONS IN BUSINESS
Virgin Australia
Brief background
Virgin Australia also known as the Virgin Australia Ltd. can be referred to as the largest
airlines operating in Australia. Till date the company has expanded its business to the different
42 cities in Australia that includes Brisbane, Melbourne and Sydney. Since it’s very the company
of the Virgin Australia has sponsored the various sporting teams that has helped the company to
gain the extra revenue. The company has also been aided by the campaign under the Queensland
Government to attract the state’s business.
Digital communication platform used
In the year 2007, the company Virgin Australia has introduced its advertising campaign
that was associated with the slogan “Get What You Want” along with the associated TV
advertisements that was launched to showcase the variety of the products of the Virgin Australia
along with its on time performance records. In the year 2011 there was a particular rebranding
technique that was driven with the slogan “Now You are flying”. Virgin Australia also came up
with the sponsorship of the new forms of the AFL clubs. As an employer Virgin Australia was
observed as the most important and the most attractive employer in Australia in the year 2015.
Various audiences to which they are directed
Virgin Australia has always used its own data along with the Microsoft Custom
Audiences in order to target the various customers for this service. The help of the customer’s
audience will use their own business strategies along with their first party data for the data
collection purposes along with their other website apps in order to create the other richer
segments of the target audience in order to enhance their several market efforts. The pairing with
the Adobe Audience Manager and the advertisement teams of the Microsoft will seem to drive

8DIGITAL COMMUNICATIONS IN BUSINESS
along the different breakthroughs almost on a daily basis along with the business terms of that
particular company (Sacks et,al 2017).
Website Analysis
Important elements of good website
The most important element of a good website is its user friendly mode of navigation that
will offer the best of all products and the different services in the market that will give the
opportunity to the different potential customers in order to ensure the smooth and the user
friendly mode of the navigation of that particular website. Another significant element of a good
website is the attractive design and the layout if that particular website that will provide the best
experience for the users along with the other browsers which will be useful for the navigation
purpose (Bardell and Ashton 2018).
Evaluate the user experiences. Design, layout, headlines. Audiences, Google
rankings and Analytics
The practice of the various search engines will experience the monumental form of the
various changes that was discovered over the time period by the different webmasters that will
manipulate the search results and will eventually make their websites rank well by the packing
of the company’s targets into the website over the various possible ways. In the present time,
Google and Bing have used the various factors with the different levels of the significance factor
in order to rank the different websites in the category of the particular form of the query of the
different customers.

9DIGITAL COMMUNICATIONS IN BUSINESS
Social Media and communication analysis
Description of the platform
The several sites that work for the social networking purpose will connect the various
likeminded people in order to form the different forums the messages and the various blogs. The
scientist swill also require the virtual world in order to form the new basis of the collaboration. In
the recent times the network of the various social networking sites will evolve to create the
forum for the different young scientists in order to discuss the various career opportunities, the
different aspirations and the other research with its associated obstacles. The social networking
sites will build up the online communication mode for those people who will share their common
interests and will be applied by the various people on a daily basis (Hubbard 2017).
Who are the audiences for each platform?
The various level of the competition in the globe today will see an overwhelming level
of competition especially at that time when an individual will find himself in the various
attempts of serving the effective form of the advertisement tools without the definite form of the
digital audience set up for targeting the digital audience. The successful advertisement modes
will have the definite form of the ability that will reach towards the various people in order to
deliver the particular product or the service under that company (Schofield 2019).
Virgin Australia social media communication analysis-Qualitative and the
quantitative measures
The company of Virgin Australia has an active social media presence in order to help the
company to stay in touch with its target market and the customers for their future travel
programs. The main aim of the company is to promote the various positive form so the

10DIGITAL COMMUNICATIONS IN BUSINESS
customers communities so that the company will be able to encourage the target market to follow
the guidelines prescribed by the company (George et.al 2019).
Content Analysis
Virgin Australia’s content analysis – video/ photography, promotional content style
quality of the content
Virgin Australia has brought the unique style of the Aussies in the context of their air
travel since the year 2009. Virgin Australia has also gone beyond the fame of the household
name through its content advertisement with the eye catching promotional pictures the most
viewed YouTube advertisements and the enhancement of the promotional quality measures. The
video photography that have been advertised by the company have enhanced their market
strength (Buckeridge and Newman 2017).
Communication messages
Communication has always been the biggest factor that has influenced the revenue of any
business. Today the companies are getting more shares in their revenue e regarding the various
adopted strategies of the communication technologies. Before starting any e commerce forum
there has to be a framework for the most instrumental form of the story telling that will catch the
maximum target audience for the particular brand. In order to make this happen there has to be a
certain level of consistency that has to be restored with the voice or the message given from that
particular brand.

11DIGITAL COMMUNICATIONS IN BUSINESS
Business Writing Style
The different business writing styles in general
There are various forms of business writing standards to enhance the revenue share of a
particular business. This includes the transactional, the persuasive and the informational business
writing styles that will make the writing more clear with the certain level of formality that should
be included in the writing,
Virgin Australia’s writing style
The company Virgin Australia has always followed the informational and the persuasive
form of the business style writing. The promotional strategies have always focused on
convincing their target market to use their services with a certain motivational message or the
unique form of the story telling that will influence the target customers (Alexander and Merkert
2017).

12DIGITAL COMMUNICATIONS IN BUSINESS
Recommendation
Virgin Australia though has a huge digital base to attract its target audience needs to
incorporate the various diversity initiatives in order to strengthen the promotional strategies of
the company to enhance its customer base. The company should also adopt the more inclusive
form of culture in order to strengthen the foundation of the company. The company should also
exercise the horizontal and the integrated reporting structure in order to lay the foundation of the
efficient reporting.
Conclusion
Virgin Australia has reflected the various forms of the organizational culture that portray
the progress of the airlines in general. The company has always followed a customer centric
business strategy for determining the establishment of the various leads in order to achieve a
successful market strategy. The company has also focused on the diversity and the inclusion
programs that will adapt the organic approach in the certain environment of the particular
organizational structure.

13DIGITAL COMMUNICATIONS IN BUSINESS
References
Alexander, D.W. and Merkert, R., 2017. Challenges to domestic air freight in Australia:
Evaluating air traffic markets with gravity modelling. Journal of Air Transport Management, 61,
pp.41-52.
Bardell, N.S. and Ashton, M.J., 2018. Some issues affecting potential stakeholder uptake of
sustainable aviation fuel within Australia: a case study conducted at Darwin International
Airport.
Buckeridge, J.S. and Newman, W.A., 2017. The “Tears of the Virgin” at Lakes Entrance,
southeast Australia were made by the intertidal barnacle Chthamalus antennatus (Cirripedia:
Thoracica) and cyanobacteria. Integrative zoology, 12(3), pp.228-236.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Drake, P.D., 2017. A Study of digital communications between universities and students.
Eisencraft, M., Attux, R. and Suyama, R. eds., 2018. Chaotic signals in digital communications.
CRC Press.
George, E.S., Marshall, S., Mayr, H.L., Trakman, G.L., Tatucu-Babet, O.A., Lassemillante,
A.C.M., Bramley, A., Reddy, A.J., Forsyth, A., Tierney, A.C. and Thomas, C.J., 2019. The effect
of high-polyphenol extra virgin olive oil on cardiovascular risk factors: A systematic review and
meta-analysis. Critical reviews in food science and nutrition, 59(17), pp.2772-2795.
Hubbard, I., 2017. Virgin Australia: shaking things up. Airways (Sandpoint, Idaho)
Hutchins, B. and Rowe, D., 2016. The tyranny of perpetual innovation: Global mobile media,
digital communications and television. In Critical issues in global sport management (pp. 260-
273). Routledge.

14DIGITAL COMMUNICATIONS IN BUSINESS
Oughton, E.J., Frias, Z., Dohler, M., Whalley, J., Sicker, D., Hall, J.W., Crowcroft, J. and
Cleevely, D.D., 2018. The strategic national infrastructure assessment of digital communications.
Digital Policy, Regulation and Governance.
PAN, M.Z., 2019. Review of Environment Influence on Virgin Australia’s Competitive Strategy.
DEStech Transactions on Social Science, Education and Human Science, (ermis).
Sacks, R., Morton, J., Jordan, J., Blau, S. and Kelly, S., 2017. FINRA releases new guidance
regarding social media and digital communications. Journal of Investment Compliance.
Sarlis, A.S., Sakas, D.P. and Reklitis, P., 2017, September. Modeling the Strategy of Digital
Communications. In International Conference on Strategic Innovative Marketing (pp. 185-193).
Springer, Cham.
Schofield, A., 2019. Financial pressure prompts Australasian cost cutting: Virgin Australia
reviews network and fleet, reduces staff; Air New Zealand seeks savings as profit weakens.
Aviation Week & Space Technology.
Weber, M., Backer, T.E. and Trefzger, W., 2019. Re-Imagining Digital Communications at a
Large Federal Agency: A Case Study. Electronic Journal of e-Government, 17(1).
Zhang, Y., Wang, K. and Fu, X., 2017. Air transport services in regional Australia: Demand
pattern, frequency choice and airport entry. Transportation Research Part A: Policy and
Practice, 103, pp.472-489.

15DIGITAL COMMUNICATIONS IN BUSINESS
Appendix
Company analysis
Finally, it can be state that Virgin Australia along with its unique vision and the strategy
has led to the Game change in the market and has improved drastically in its cost margins in the
operations of the full service airline. The distinct competencies of the company will send the
main signal to analyze the perceived sense of the value and the other related products associated
with the superior form of services.