An Overview of the Role of Digital Marketing ...

An Overview of the Role of Digital Marketing in Airline Industry

Author Name : Rudrani Chatterjee

ABSTRACT

Aviation Industry is one of the world’s most essential and fastest-growing industries. The digital era has forced the world to become progressively influenced by prompt and instantaneous worldwide communications. Digital marketing tools and techniques are now being adopted by companies to spread their business digitally across the world. There is an extensive use of contemporary ways of communication between the company and its customers across the world. There has been a change to the way organisations and consumers interact with each other in social media. Social media has become a battlefield where people can receive information and share their own feelings and experience.This study reviews the overall role of digitization marketing programs in airline industry taking into consideration the three aspects of digital marketing techniques, which are ‘e-mail marketing, social media marketing and web page marketing.’ The increasing use of internet among airline customers have popularised the concept of electronic word of mouth (eWOM) which is discussed in this study. Word of mouth happened to be a popular factor in traditional marketing, but eWOM resulted as a consequence of digital marketing which is managed by every business, including airline industry. The paper depicts various opportunities and challenges faced by airline companies in applying digital marketing techniques across different areas and also views suggestions for its betterment.

Keywords: Airlines, digital marketing, e-mail marketing, social media marketing, web page marketing, word of mouth.