Etihad airlines digital marketing strategy
Customer information awareness determines greatly on the success of airline industry, this paper will provide an in-depth understanding on how technology advancements influence the customer decision making process by focusing on one of the most advanced airlines company Etihad airways based in UAE. This paper will enlighten on how the company has reaped massive success by utilizing the internet and social media to keeps its customers connected and with up to date information. Passengers carry out extensive information search through social media and internet and therefore Etihad airways has utilized this opportunity by implementing an integrated marketing communication network that keeps both the customers and the staff connected. Part one: situation analysis: Etihad airlines digital marketing strategy: Introduction: Etihad airways is one of the largest and most famous airline located at Abu Dhabi in the United Arab Emirates.
The organization is famous worldwide for the quality cabin screw services it offers to its customers. New technologies that include company websites, mobile applications and social media platforms have led to new advertising styles that have brought several alterations to Etihad airlines. Such trends include the filling of the communication breaks by utilizing new approaches of measuring customer satisfaction, provision of innovation and collection of customer’s complaints and comments (ASC, 2014). This paper will focus heavily on the digital marketing strategies of Etihad airways and its importance to social CRM and how the company has utilized the latest forms of communication frameworks to keeps its customers connected. Etihad core values: Etihad airlines comprise of five core corporate values; taking responsibility, acting positively, delivering best practice, inspiring the customers and caring about the detail.
By sticking to these points, Etihad aims at succeeding in the airline business and the company believes in being honest, open and supportive in all their activities. Etihad airways has advertised its products and services using virtual marketing campaign’s like World Wide Web where the company leaks pictures, videos or specifications of a soon to be released product or service (Snyder et al, 2012). Sharing of the first hand experiences by the previous customers also offers a boost to the marketing sector and therefore a need to modify platforms where customers freely interact to each other. Social networking websites work on this basis where instead of reviews and information’s from the third parties, it offers consumers a chance to receive similar information on the product like experience reports and purchase decisions from people the know like friends or family members.
Etihad airways utilized the Facebook beacon program that attempted to implement a word to mouth campaign tool in social networking (Solomon et al, 2014). As soon as a Face book customer purchase Etihad service online, all of his or her friends will get notified by a status message. According to research, there are four different types of consumer behaviors applicable in different situations. They include; habitual, variety seeking, complex buying and dissonance reducing (Stott and Fae, 2016). Basing on the case of Etihad airways, passengers will apply the complex buying behavior since it involves risky and expensive purchase and requires high consumer involvement. Customers will therefore invest much time and emphasis in analyzing the alternatives than customers in any other type of buying behavior.
Consumers decision making process Stimulus and response of consumers forms the basis of the decision making process. Consumers will find ease in evaluating alternatives when they are already familiar with the product or service provider or else they will make the decision basing on the external or internal sources used to gather the information. Research also shows the tendency of customers building perception by evaluating facts and information from the available information (O’CONNELL, 2012) Customers will therefore respond to the company products and behavior depending on the perception he or she is having over the company. An Etihad airway has therefore developed online models that can be used to estimate the customer expectations that can trace assurance, reliability, empathy, tangibles and responsiveness.
By analyzing the passenger’s behavior, comments and complaints, Etihad can therefore study the consequence of the carrier service value on customer’s behavioral intents (Stott and Fae, 2016). The purchase decision: After the consumers successfully evaluate and rank the aspects of a product, they will come to the step of making the decision to purchase the products or services. Its ethic and model are patterned on the way of Emirates. As mentioned, both companies opening vast business potential of India by partnering with other airlines and otherwise focusing on that market. Both airlines emphasize partnerships and ownership of equity in other airlines that need the capital stimulate. In this way, they are able to penetrate new lucrative geographic areas with more ease (Malthouse et al, 2013).
Etihad like Emirates can take advantage of geographic location as a crossroads to East and West. This field has established a tourism attraction and has the progressive infrastructure to convey on tourism plan. Leadership is liberal and modified in to the digital revolution with numerous traditional and entertaining effects as a result of technology. Very significant strength of Etihad is the approach to a “green” viewpoint for protection of surroundings. The company CEO and the officials have taken strong stand for preservation of fuel, reduction of pollutants, and related strategies to be in this important trend for the future, where these actions will serve the airline well and will give the airline good papers and credential to move forward as each year.
These measures are focused in the company’s promotions and annual report. It appears that Etihad is already aware and has a very active website, with very active social contacts and communications, along with the promotions and contests, etc. that will expand on this media. Etihad airways is tuned to the progression in technology and the necessity to change as a preparation for the future changes likely to happen (Snyder et al, 2012). Basing on its firm management stability, the company finds no need for a down turn not unless a worldwide collapse or downturn occurs. Etihad has invested much focus on the developing markets and has done much evaluation on the importance and benefits of these markets. Pearson Education. Snyder et al (2012).
Digital and social media in the purchase decision process: A special report from the Advertising Research Foundation. Journal of advertising research, 52(4), 479-489. Solomon et al. Journal of Business & Industrial Marketing, 31(8), 943-954. O’CONNELL, J. F. Performing Strategic Analysis. Etihad Airways ( 2017) accessed on March 25, 2018 http;//www. summon. serialssolution. com/search. McAlpine, N (2012). Etihad again passes IATA operational safety audit, Zawaya, accessed on March 28,2018http://www. com/aticle-5261-etihad-confident-of-reaching-its-financial-goals Part 2: use of social media in CRM management: Executive summary Until recently, customer service has always been delivered through the traditional channels. Customers would undergo complicated long processes by writing emails or call a service center in case they were facing a problem with a service or product. However, this situation had greatly changed due to the advancement in technology and companies are implementing new channels in delivering their services (Taneja, 2016).
Social media has increased popularity and Etihad airways has made maximum use of the Face book and Twitter in marketing of its services. This paper therefore provides an overview of how Etihad airlines has benefited from utilizing the social media in marketing of its services and how the social media has influenced the consumer relationship and the overall Etihad airways CRM (Arabian Supply Chain, 2014). Social media Etihad airlines social media accomplishment was noted when it was ranked the top evolving carrier on social media by the SimpliFlying Awards after hitting more than one million Face book fans globally (Hudson and Hudson,2017). The company implemented numerous creativities on its social networking sites that kept followers engaged, and therefore building a strong connection with them and along making profits for Etihad.
The sites provided customers with updates on the brands, products and services, sponsorships, route additions, special offers and brand-engaging games (Kavoura and Kefallonitis, 2018). In order to develop its social media platforms more, Etihad airways hurled an innovative Pinterest account that has been used as the endpoint and a motivating advertising instrument. The tool allows customers to freely engage directly with the airline through Pinterest board’s contents, world class products and services, including popular terminuses through the network and exhilarating travel ideas. K, 2016). The application is user friendly and easy to use offering a comprehensive tour experience to customers in the best way that suits them. The android application enables customers to book flights, checking flight status, safeguarding a mobile boarding pass or confirmation of flights.
The app also has additional features that includes; a passport scanner, credit scanner, simple flight search function and an improved flight seat maps. The carrier also launched an IOS app for iPhones. Customers also get the opportunity to express their preferences to Etihad airlines such as seats and foods. These changes present Etihad airlines with an opportunity of expanding further, but through implementation of the best marketing technological approaches basing on the changing consumer behavior. The research has focused on different initiatives that include the transformation of travel distribution business models, partnering with the channels, and enhancing internal digital capabilities. Etihad has identified that the easiest way for customers to access their services is through the internet. References: Businesstraveller(2017), Etihad launches iPhone loyalty app, accessed on March 6, 2011 http://www.
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