TLH 342: Digital Media Technology Case Study on Singapore Airlines

This case study report analyzes Singapore Airlines' digital media strategies, focusing on their use of social media and mobile technology to gain a competitive advantage. The report begins with an introduction to digital media technology and its application in the airline industry, emphasizing the importance of social media marketing and digital marketing. A literature review explores the existing research on social media and mobile technology, examining how Singapore Airlines utilizes platforms like Twitter, Facebook, and mobile applications to enhance customer engagement, promote services, and generate revenue. The research methodology section outlines the approach taken, including research philosophy, approach, design, and strategy, followed by a discussion of data collection methods. A detailed case study of Singapore Airlines examines specific strategies, such as the use of blogs, YouTube, and the 'Word of Mouth' strategy, as well as the development of mobile applications for booking and providing digital magazines. The report also considers the limitations of mobile technology and social media. The report concludes with a reflection on the findings, a discussion of recommendations for improvement, and a summary of the key insights gained. The report also includes references and an appendix.

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

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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

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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

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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.

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According to Sahin et al there are various types of social media which is used by the company
such as social network, sharing of media networks, networks of consumer review, networks of
sharing economy as well as networks of internet-based (Sahin et al., 2018). Researcher fond that
nowadays most of companies used the strategy of “Word of Mouth” in this company sends the
message in a network to the regular consumer of the company. The purpose of the study is to
know the strategies and policies of Singapore Airlines for marketing their products and services
to increase profitability. The data collection was done by secondary method that is by reviewing
various journals and company websites. From the analysis, the researcher finds that Singapore
Airlines also use the Word of mouth to encourage their customers as well as to gain loyalty and
reputation among the consumer. Researchers also find that this strategy helps the company to
increase their services that is airlines increase the services by including premium economy class
and economy class.
According to Warren social media helps in optimization of the financial as well as human
resources, that is it helps in effective management of resources in the organization so that
effective utilization is made of the scare resources (Warren, 2017). Researcher conducted the
study to understand the social marketing media used by airline industry in Singapore. The data
collection was done by adopting the primary method that is information is gathered from
Singapore Airline through organizing the interview from managers and non-managers of airlines.
From the analysis, the researcher finds that Singapore Airlines is the leading airlines of
Singapore, which takes various initiatives and innovation for promoting their services.
Researcher finds that recently airlines for the campaign of premium economy class adopts the
best practice strategy and serves more than five audiences. Through analysis, Researcher also
demonstrate that social media also has various disadvantages which includes that it reduce the
face to face communication as well as also reduce the emotional connection between the
organization and consumers.
According to Gao and Choy nowadays the company use the number of channels as well as areas
to increase publicity for raising the understanding of the products and services to the customers
(Gao & Choy, 2019). In this outlet various social media outlets is involved which includes
blogging sites, Facebook and Instagram. Researcher conducted the study to know the strategies
of social networking adopted by the Singapore Airlines to increase social interactions as well as

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to create the platforms of sharing information. The data collection was done by using the survey
method that is researchers develop the questionnaire for gathering information. Through
analyzing the researcher finds that Singapore Airlines adopt all social media channel for
marketing their products such as YouTube, blogs and Twitter. Researcher also believes that
twitter is considered most important media for Singapore Airlines to promote their services.
From investigating researcher also demonstrate that social media also has limitation that it
sometimes leads the company in bad reputation.
Mobile technology
According to Camilleri mobile technology consists of the technology which is used for the
cellular communication because of highly portable and cheap. Mobile technology used both 4G
and 5G technology because of higher speed tr (Camilleri, 2018)ansmission. Researcher believes
that nowadays due to increase in competition many companies use mobile technology to increase
the sales. The objective of the study is to understand the digital marketing strategies used by
Singapore Airlines to gain competitive advantage as well as to increase the sales of organization.
The data collection was done by adopting the secondary method that is through the websites,
airlines reports etc. From the analysis, the researcher finds that Singapore introduce mobile app
which provides the offer to make through the mobile phones as well as through this consumer
can also download mobile boarding pass. Researcher also finds that use of mobile technology
helps the company to generate more profits and to increase loyalty among the consumer.
According to Hartono and Hapsari marketing by using the mobile technology helps the company
to access quickly as well as also support the consumers by interacting with their choices as well
as preferences (Hartono & Hapsari, 2018). The objective of the study is to know the mobile
technology used by Airline industry in Singapore. The data collection was done by adopting both
primary as well as secondary method, in primary method data collection was done in Singapore
Airlines through survey approach. From the analysis, the researchers finds that airlines has
mobile app which is convenient for the customers for booking as well as app also provides
various other facilities. Researcher also finds that it also has various limitations which includes
that meeting the requirements of all the customers is become challenging for the consumer due to
diversity of consumers.

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According to Baxter and Srisaeng companies used the mobile apps to raise the loyalty among the
customers because this strategy support the company to remain connected with the consumers
(Baxter & Srisaeng, 2018). The study is conducted to understand the social media as well as
digital marketing strategies adopted by the Singapore Airlines to generate profits as well as to
take competitive advantage. Researchers gathered the data through reviewing various journals
and company websites. Through analyzing the researchers finds that Singapore Airlines use the
social media account that is for Twitter “ SingaporeAirID” and same is for Instagram.
Researchers also find that Singapore Airlines mobile App provides the facility to get digital
magazine free, this feature is accessible in all Android devices as well as iOS. Through analysis,
researchers believe that navigation on the cell phone leads difficulty for the passenger.
According to Ban and Kim mobile technology in the business is considered the communication
which is used by the companies to enhance the consumer experience as well as leads in
developing good marketing strategies (Ban & Kim, 2019). The study is conducted the impact of
mobile technology strategy in the Singapore Airlines and t is also conducted to know the
limitations of mobile technology. The data collection was done by using the secondary method,
through analysis, the researcher finds that mobile technology strategy used Singapore Airlines
which the airlines to increase the loyalty among the consumer because it is cheap for the airlines
as well as ubiquity and portability for the passengers. The airlines use 4G and 5G technology.
This leads in increasing the profits that is the profits of the company was $11.6 billion in 2018.
According to Wirtz and Zeithaml digital marketing refers to advertising the product and services
through using mobile phones as well as many other digital channels, recently company use
various social media and mobile technologies to gain competitive advantage (Wirtz & Zeithaml,
2018). Researchers believe nowadays mainly many of the companies use mobile apps to provide
ubiquity as well as mobility to the consumers. The purpose of the study is to understand the
strategies of digital marketing used by Singapore Airlines as well as to find the importance of
mobile technology in the Airline industry. The data collection was done by using the secondary
method that is by reviewing various articles. From the analysis, the researchers find that
Singapore Airlines use Instagram, introduce mobile apps as well as YouTube channel to attract
large number of customers. Researchers also find that mobile technology supports the passengers
of the airlines by connecting, controlling as well as informing about their journey.

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Research Methodology
It refers to the techniques, methods as well as procedure used by the researcher to conduct the
study (Fletcher, 2017). This helps in selecting the philosophy, strategy, data collection method
about the subject so that effective and appropriate results are identified.
Research philosophy
This is the method which helps the researcher in providing complete information about the
methods of data collection (Kennedy, 2017). It also helps in providing accurate information
about the procedures used in analyzing as well as investigating the data. Interpretivism
philosophy is used to get the information about the importance of social marketing as well as
digital marketing in the airlines industry.
Research approach
It is the method which fills the gap between choosing the subject matter as well as selecting the
right method and techniques for the study, in this design of the research and methods of data
collection is also involved (Kaur, 2016). In this deductive approach is adopted to provide the
data about the application of social marketing and digital marketing. It also get the data about the
strategies of digital marketing used by airlines industry.
Research design
It is the structure which is developed by the researchers for answering the objectives and to get
the result so that the purpose of conducting the study is achieved (Lewis, 2015). Therefore, there
is different design for the different study it is depend on the subject of the study. In this
exploratory design is adopted to get the information about the digital marketing strategies and
social media strategy used by Singapore Airlines to sustain in the competitive environment.
Research strategy
It is the sequential plan and procedure which give complete guidelines and framework to get the
required quality results according to the subject matter. It is considered the most important step
because the complete study is based on the strategy of research (Bobrovskij, 2018). In this study
secondary method is used firstly to define social media strategy and then digital marketing
strategy. Therefore in this meaning, importance as well as benefits of these both strategies is also
discussed through secondary approach.

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Data collection
It is considered choosing the method, procedure of gathering the information to get accurate
results and to provide valuable data (Sutton & Austin, 2015). In this information is gathered by
using the secondary approach that is by reviewing various articles to find the marketing
strategies used by Singapore Airlines to promote their services so that profits of the airlines
increased in long run. Therefore, secondary method also provides information about the
advantages and disadvantages of the marketing.
Case Study- Singapore Airlines
Singapore Airlines Limited is the flag carrier airline of Singapore with its hub at “Singapore
Changi Airport”. It flies over 62 destinations in 32 regions, but the main hat is initial hub of this
airline is in Singapore (Fletcher, 2017). The airlines offer various services to their passengers,
which includes cabins, suits of Singapore Airlines, first class, business class, premium class
economy, economy class and many other services to satisfy the needs and requirements of the
consumers (Wirtz & Heracleous, 2016). The airlines also has “Frequent flyer program” which is
divided into many tiers which includes “KrisFlyer”, “KrisFlyer Elite Silver”, KrisFlyer Elite
Gold” and “Priority Passenger Service club”.
Mobile technologies provide the facility to the passenger of airline industry by engaging with
them by the mobile apps, messaging through mobile digitally. This is various by the various
companies in the airlines industries because of quickly as well as effectively conducting the
services (Fan & Lingblad, 2016). Therefore, this strategy is cost effective and also utilized the
resources of the airlines in most optimized manner. There is various strategy as well as initiatives
taken by the airlines to sustain in the long term and to increase the status and reputation among
the consumer. In this strategy of Singapore Airlines in mobile technology to gain competitive
advantage is discussed.
Singapore Airlines is one of the leading airlines in Singapore and takes various initiatives to
increase the loyalty among the consumers as well as to gain competitive advantage. Therefore,
the various social media as well as digital marketing technologies used by the company to
sustain in the competitive environment because of high competitive in the airlines industry (Gao
& Choy, 2019). Nowadays the airlines emerged with using mobile technology to make

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innovation in the marketing and to increase the satisfaction among the passengers; this will help
in providing various other facilities to the passengers according to their needs and requirements
(Zentner, 2016). As shown in the figure 1, that Singapore Airlines introduced new app for the
mobile to all the Apple as well as Android mobile phones, therefore the app is also for Apple
watch (Travel Experience, Singapore Airlines , 2015).
This strategy of the company changes the overall scenario and leads better experience of the user
as compared to its competitors. It is because of various new features involved in increasing the
satisfaction level of the consumers which includes that the app has the feature of “The trip page”
which gives all the information about the booking, date of the fight (Baxter & Srisaeng, 2018).
This strategy is used by the company because the consumers need to schedule the flight as well
as booking in more convenient and easier manner. Therefore through this the profits of the
airlines in comparison to other airlines in the industry that is as shown in figure 2 that the profits
of airlines in the year 2015 were S$681.2 million because it satisfies the large of customers and
creates loyalty among the consumers (Statista, 2019). This also helps in increasing the customers
because of easier and convenient facility this leads in raising the online booking customers in
comparison to the normal booking.
The various facility were provided by the Singapore Airlines through the mobile technologies
which includes providing services of mobile apps, text messaging about the services, offers and
discounts to their regular customers. This creates more loyalty among the consumers and
increases the satisfaction of the other customers (Teker et al., 2016). This strategy brings shape
to various attributes of the mobile technology which includes “ubiquity” that is mobile is
available by the passenger at all times in every situation. This also brings “mobility” and
“portability” because mobile phones can be moves easily in one place to another, this helps in
creating easiness to the customers so that they can schedule their booking as well as track their
journey everywhere at each point of point. Therefore by providing various facilities as well as
offers to the customers the income of the company and results making Singapore Airlines one of
well-known, well-established as well as leading airlines in Singapore with increasing the
satisfaction level of the consumers. This result in increasing the number of passenger, as shown
in figure 3 that in the year 2016 it was 19029.000 and increases overtime because of most of the

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passenger prefer online booking as due to quick results as well as more convenient in
comparison to normal bookings (Singapore Airlines Passengers, 2019).
Due to increase in the number of passenger because of getting positive results from the strategy
of mobile apps. In the year 2017 Singapore Airlines decided to add more new features in the
mobile apps that is now before take-off this mobile app supports the passengers in downloading
the magazines a well as newspaper digitally. Therefore, it also provides various other facilities
such as the passenger can also connect their mobiles to the entrainment system so that through
this they can watch movies, play their favorite songs etc. This leads in providing various
entertainment facilities to the passengers (Camilleri, 2018). Therefore, this leads in satisfaction
among the consumers and results in generating more profits and more passengers over the years,
it is demonstrate that in the year 2018 airlines made more profits when the plane takes-off their
passenger to the “ Changi International Airport” (Wibowo & Sutandi, 2018). Therefore, it is
estimated that this brings the airlines to earn higher profits in this year. Due to increase the
competition for attracting large number of passenger, Singapore Airlines develop innovative
strategies to attract as well as to gain reputation among the passenger of the airlines so that it can
more profits and also generates loyalty among the consumers (Sutton & Austin, 2015).
Through investigation, it demonstrate that mobile technology helps Singapore Airlines to
generate more profits and increase the passengers overtime which can be described from the
above analysis. Therefore this leads in gaining the large number of attention from the passenger
because of providing various facilities according their easiness and requirements of the
customers (Pramitha et al., 2018). This also leads in providing various offers and discounts by
texting various regular customer to encourage and persuade them to book their tickets. Therefore
this strategy is also considered as word of mouth strategy in which airlines takes the initiatives to
invite their customers. This results in increasing the opportunities and benefits over competitors
to gain competitive advantage; therefore it shows that airlines take more initiatives as compared
to their competitors in the business environment. However, it is estimated that profits of the
Singapore Airlines is increasing but not in the same ratio, as it can be seen in figure 2 (Statista,
2019).

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Reflection
From the above analysis, I found that various initiatives were taken by the airlines industry to
attract large number of passenger it is because of the high competition in the airlines industry of
Singapore. Therefore in my opinion Singapore Airlines develop innovative strategies to be well-
established airlines of Singapore. The above case study demonstrates that recently emergence
was done to operate their functions in effective manner. The airlines launched mobile apps to
provide several facilities and convenience to the passenger to create loyalty and to increase the
status as well as reputation. The airlines is earning revenue that is in the year 2018, the revenue
of Singapore airlines is higher as compared to their competitors. The app is launched for all the
mobile devices so that all the consumers can use it while scheduling their booking. The company
also adopts the strategy of “Word of Mouth” to texting their loyal customers to provide whole
information about the services being offered and to encourage as well as to create value so that
stability of the airlines is maintained.
Discussion and Recommendations
The study demonstrate that it is digital marketing is become important for the airlines industry to
spread awareness as well as to generate more loyal customers. Singapore Airlines recently use
the mobile technology to create sustainability. Therefore, the profits of the airlines is increasing
overtime, but recently it is demonstrate that profits is increasing but not in the similar ratio. To
overcome this difficulty Singapore Airlines can adopt the strategy of “Location Based Services”,
in the mobile app. This will helps the airlines when the passengers decreases and also helps in
providing special attractive offers to all the customers so that it encourage them to make
bookings (Iordanova, 2018). This strategy supports the airlines in engaging more customers
because airlines provide special offers mainly to their regular customers, through this it can
encourage more passengers. The airlines also adopt the strategy of “Android Instant Apps”. This
helps in creating the engagement among the passengers because in this passengers do not have to
download the app; they can also make bookings by searching on the web page (Faisal, 2019).
Conclusion
From the above it is concluded that companies does marketing to promote their products and to
increase awareness about the new features of the product. Therefore nowadays new trends are

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emerged in social media and digital marketing to increase loyalty and to satisfy the customers. In
this secondary method is used to understand the importance as well as limitations of digital
marketing. Singapore Airlines use the mobile technology to attract large of customer and to
increase loyalty, status and reputation among the customers. Therefore this strategy influences
the company in positive manner and leads in increasing their revenue in the long run. However,
still revenue is not increasing in the similar amount for this airlines can adopt the strategy of
Instant Apps as well as location based services so that it support them in engaging more
passenger in the target audience and creates more flexibility and easiness by connecting without
downloading the app.

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Appendix

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“Singapore Airlines new Smart-phone and Apple watch App”
Figure 1: (Travel Experience, Singapore Airlines , 2015)

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“Operating profit of Singapore Airlines”
Figure 2: (Statista, 2019)

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Singapore Airlines Passengers
Figure 3: (Singapore Airlines Passengers, 2019)