Post on 19-Aug-2015
Abhishek Gaurav
Jet Airways | Digital Strategy
2013
- Abhishek Gaurav
Abhishek Gaurav
Agenda
Overview
Objective
Approach
Digital Strategy
Conclusion
Abhishek Gaurav
Agenda
Overview
Objective
Approach
Digital Strategy
Conclusion
Abhishek Gaurav
2013 : India is 3rd largest internet user base in the world
Close to 150 million people entangled in the digital web
Abhishek Gaurav
The Internet Evolution
There is an addition of roughly one key behavior per year to internet capability
Evolution of internet : Link+Research+Browse+Read+Book+Search+Email+Buy+Write+Tag+Share+Watch+Socialise+Map+Aggregate+Locate+Stream
Abhishek Gaurav
Evolution Of Mode For Accessing Internet
Single Touch Point (1995)Multiple Touch Points (2012)
Invent of smart phones and tablets have fuelled the growth of internet and has given marketers an opportunity to reach and engage the users effectively
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Internet: A boost to the Travel Industry
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Reasons For The Phenomenal Growth
Micro :-Transparency, Better deals, Convenience and Choice.
18+million credit card users and 27+million debit card users
Cheaper and Easier access to Internet and Mobile connections
150 million internet users, 75% below 35 years
Macro:-Buoyant Economy
Rising Incomes
Growth in Aviation Industry
Increase in online travel portals
Better air connectivity
Internet is conducive to pre-purchase decision making for travelers
Source : Comscore, IAMAI
Abhishek Gaurav
Agenda
Overview
Objective
Approach
Digital Strategy
Conclusion
Abhishek Gaurav
Jet Airways, a leading airlines brand in India
An objective to build awareness & customer acquisition through digital media.
Abhishek Gaurav
Agenda
Overview
Objective
Approach
Digital Strategy
Conclusion
Abhishek Gaurav
Approach
Category
Brand
Abhishek Gaurav
Approach
Category
Abhishek Gaurav
About Jet Airways
Founded on April 1, 1992. It is a full service airline
With its first flight in 1993, Jet Airways has come a long way to becoming the fastest growing airlines in the world
It connects 20 international destinations and operates flights to and from 50 destinations in India
Its subsidiary JetKonnect is positioned as a value based airline,
and flies to 54 domestic destinations
Jet Airways and JetKonnect combined caters to all the need of Indian air travellers
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Approach
Category
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TG
Age : 18 – 60 years
Gender : Male, Female
SEC : For Internet, targeting the intent
Geography* : India, US, UK, UAE, SE Asia, SL
*Based on the international destinations connected by Jet Airways
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TG : Reach
Source : Comscore
India is among the top 5 countries in % reach growth to airlines category (as of Feb 2011)
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TG : Transacting Users
Source : Avendua
Total number of users transacting online in India is 15 million (approx) and is expected to increase to 38 million by 2015
Online travel industry contributes 76 % to the total ecommerce industry in India
In online travel portfolio contribution of domestic air travel is approximately 60% and international air travel of about 6%
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TG : Top Online Travel Activities
Source : http://infographicsmania.com/online-travel-statistics-2012/ CopperBridge media
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TG Summary
Airline category is witnessing high growth in terms of online reach in India
Online air travel will have close to 17 million transacting users by 2015
62% users research online for an upcoming trip
With increasing penetration of smart phones and 3G there will be a higher influence of social media, videos and mobile on the TG
Abhishek Gaurav
Approach
Category
Brand
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Category : YOY Growth
There has been a year-over-year growth of 35% for air travel booking online
Source : IAMAI
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Category : Market Share (April 2013)
Airline Market Share (%)
Indigo 29.8
Jet Airways (India) 22.6
SpiceJet 19.6
Air India (Dom) 19.2
GoAir 8.9
Jet Airways with its subsidiary is placed second in terms of market share It has witnessed a decline in market share over the last 1 year due to stiff
competition from LCC
Source : DGCA
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Category : Online Search Trends
Higher search volumes from south India Search for online tickets is higher during holiday season : June and Dec
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How are different brands addressing the online tickets related searches by Indians ?
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Immense competition on non-brand keyword
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OTAs dominate non-brand keywords search negating the presence of airlines
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Category : Summary
The category is witnessing healthy YOY growth
LCC are steadily grabbing majority market share
The category growth is driven by seasonal demands
Brand faces a very high competition from OTAs in online search
Abhishek Gaurav
Agenda
Overview
Objective
Approach
Digital Strategy
Conclusion
Abhishek Gaurav
Owned
Paid
Earned
Technology
Digital Strategy
Abhishek Gaurav
Owned
Paid
Earned
Technology
Digital Strategy
Abhishek Gaurav
Owned Media
This gives a full brand experience and acts as a source of information for users Build for long term relationships with existing and potential customers Reach niche audiences not reached through media activations Marketer has full control of this and thus needs to have strong call to action
Abhishek Gaurav
Owned Media : Action point for Jet Airways |Engage with users & provide pathway to action
This needs to be done through :1. Website :
a. Introduction of video to show human side of the brand and valuesb. Establish testimonials
2. Blog : Create an official blog and encourage owners, employees and customers to share their experiences
3. Facebook : Create engaging gaming application on the page for engagement and lead generation (ex: Fly yourself to preferred destination)
4. Mobile : Integrated application for flight booking and sharing on social media
Abhishek Gaurav
Owned
Paid
Earned
Technology
Digital Strategy
Abhishek Gaurav
Paid Media
Use this to introduce, announce, spark interest and entice users to transact Marketers have control of message Acts as a catalyst that feeds owned media and can stimulate earned media
Abhishek Gaurav
Paid Media : Action point for Jet Airways |Target intent and drive action
This needs to be done through :1. Search :
a. Plan as per user buying cycle : Awareness, Interest, Desire & Actionb. Targeted campaign across devicesc. Use PPC affiliates to increase chances of conversion
2. Video Ads : Create enticing video ad with call to action
3. Affiliate marketing : ROI driven campaigns with CPA pricing;
4. Display ads : a. Target major horizontals and related verticals like news, finance, travel,
matrimony, B2B and automobilesb. Arbitrage deals with portals for higher ROI
5. Social media ads : Use humor and helpful information to give users something to share
Abhishek Gaurav
Owned
Paid
Earned
Technology
Digital Strategy
Abhishek Gaurav
Earned Media
Two-way information flow between company, customers and between various media. Talk , listen and respond is the key
This channel compounds attention and has exponential access to people Customers have control of message media and can stimulate earned media Most credible and is increasingly having key role in sales
Abhishek Gaurav
Earned Media : Action point for Jet Airways |Allow consumer to play participatory role
This needs to be done through :1. CRM : Integrate social media with CRM to understand and engae with
the customers better
2. Integrate digital across functions : Bind digital marketing team with traditional marketing and customer care teams to respond better
3. Editorials on online websites of condenast, vogue, forbes etc
4. Invite travel bloggers to interact with the management team and understand the brand philosophy
Abhishek Gaurav
Owned
Paid
Earned
Technology
Digital Strategy
Abhishek Gaurav
Technology
Technology plays an important role in helping the organization meet business objectives
This plays an integral role in the entire AIDA (Attention, Interest, Desire Action) cycle
Helps monitor, engage , widen reach and meet ROI expectations
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This needs to be done through :1. Mobile
a. Update friends with text message for all the friends travelling on Jet flights at the same time
b. Give users the choice of knowing their fellow travelers through application while booking their seats
2. Optimizing search, display and social media campaigns through technology platforms like Marine, Efficient frontier etc
3. Integrate with CRM tools like salesforce for better customer understanding and engagement
4. Use of APIs and widgets like inbound calling widget –Boundz for better customer experience and higher conversion
Technology : Action point for Jet Airways |Empower users and deliver ROI
Abhishek Gaurav
Owned
Paid
Earned
Technology
High LowControl
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Summary
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Abhishek Gaurav
Agenda
Overview
Objective
Approach
Digital Strategy
Conclusion
Abhishek Gaurav
Conclusion : Multiple Routes to Your Consumer
Horizontals / Verticals
Affiliates
Search - PPC & SEO
Mobile
WEBSITE
Social Media
Con
sum
ers
Develop content that is relevant and cost effective Theme based advertising targeted to consumer intent Integrate online and offline mediums Reach out to larger audience base, engage them and eventually graduate
them as brand advocates and propagators
Abhishek Gaurav
Thank You