Airline CMOs and their marketing teams are using different types of social media to engage their customers, but new technology and mobile gadgets are about to revolutionize social marketing in the airline industry yet again. As a graduate student in the Northwestern Medill IMC marketing program, I have been researching how to best leverage social media for marketing an airline. I have identified a few articles that best explain the power of the “connected traveler,” i.e. the 65% who travel with a gadget, according to Gogo. I believe these articles highlight key points that airline marketers need to know in order to better engage with their consumers.
In a whitepaper published by Amadeus IT Group a few years ago, Norm Rose of Travel Tech highlights how mobile will transform the future of air travel. He does predict however that by the end of 2016, advanced mobile functionalities will no longer be a differentiator but simply a price to pay to be in the game. In other words a mobile strategy on its own is not sufficient. At the core of true airline mobile differentiation is service delivery and customer support.
|Infographic from Eezer Data Lab|
Based on my analysis of these two articles and other travel-related research that I have completed, here are the three steps that you need to consider in order to take your airline's social strategy to the next level.