Essays on Content Marketing, Owned Media, Brand Engagement Assignment

Download full paperFile format: .doc, available for editing

The paper "Content Marketing, Owned Media, Brand Engagement " is an outstanding example of a marketing assignment. Owned media refers to the media channels that a company have full or partial control over. Qantas is one of the leading Australian airlines that use a variety of digital assets in communicating with its audiences. Firstly, the company uses email and SMS services to respond to customers and other stakeholders. Secondly, Qantas also communicates with its audience via various social media platforms, such as Twitter and Facebook. These social media platforms provide the company with the opportunity to engage with its audience real-time.

Thirdly, Qantas operates a blog, where it provides its audience with information about flights, tickets and any other information that might be of interest to the audience. Fourthly, Qantas an audio podcast that the company uses to communicate with its customers with ease. The podcast is available for personal use only and can be downloaded online. Fifthly, Qantas usually organizes online events, such as online conferences, where it engages with its audiences from across the globe. The sixth digital asset used by Qantas is the mobile app that is available on Android, iPhone, and Windows.

Lastly, Qantas also operates a website where it communicates with its audience about the flight schedules and destinations, departure times and fares, among others. Why they are using these 3 channels? The top two priority channels for Qantas airline are websites and social media. Qantas has prioritized on the website because it gives it a platform where to display its products and services. The website also provides Qantas customers with a platform, where they can purchase tickets online easily.

Qantas has also put more emphasis on social media channel because social media not only provides it with a platform where to market its products and services but also for addressing customer issues that might affect the company performance. Additionally, Qantas has focused on social media since it enables the company to reach many audiences from all over the world. Does each of the channels target the same audience? According to the analysis of the Qantas website and social media, it becomes clear that the company’ s website and social media targets the same audiences to a large extent.

Air travellers are the first major audiences targeted by both the Qantas website and social media. Qantas website displays the company’ s products and services, which mainly targets travellers. Similarly, the company’ s social media platform clearly targets air travellers as it does not only display the company’ s products and services but also provides information on how travellers can book tickets and travel destinations. However, the only slight difference the website goes beyond just targeting the travellers, but also by targeting even the sponsors, investors and the government that social media pay little attention to. How successful is each channel at leveraging earned media? According to Qantas, the website and the social media platform has greatly helped in leveraging earned media.

Firstly, both the website and social media has helped in leveraging Qantas earned media in the sense that both have given the company the opportunity to promote its products and services to the public cheaply. This is because the websites and social media sites are controlled by the company. Unlike in paid media that are costly to a company, websites and social media only requires periodic updates and addressing audience issues at little or no cost other than the cost on development and running the sites.

According to Qantas, the websites and social media have generated high traffic and customers that currently fly the airline.

References

Buckingham, Ian P. Brand Engagement. London: Palgrave Macmillan, 2007.

Daniel, Ben K. Handbook of Research on Methods and Techniques for Studying Virtual Communities: Paradigms and Phenomena: Paradigms and Phenomena. Sidney: Idea Group Inc (IGI), 2010.

Drewniany, Bonnie L., and A. Jerome Jewler. Creative Strategy in Advertising. Mason: Cengage Learning, 2013.

Fuggetta, Rob. Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force. Hoboken: John Wiley & Sons, 2012.

IBM. Welcome to the IBM MobileFirst Platform. Web 27 January 2015 http://www.ibm.com/mobilefirst/us/en/mobile-platform.html

Kirkpatrick, David. Virtual Events: How IBM’s Marketing Department quickly responded To the Economic Downturn. Web 27 January 2015 https://www.marketingsherpa.com/article/how-to/how-ibms-marketing-department-quickly

May, Kevin. Qantas A380 Incident: A Lesson in Social Media and Web PR. Web 27 January 2015 http://www.tnooz.com/article/qantas-a380-incident-a-lesson-in-social-media-and-web-pr/

Middlemas, Mark and Aidan Lonergan. From McDonald's TO IKEA, 7 of the Best Emoji Marketing Campaigns. Web 27 January 2015 http://www.prweek.com/article/1357615/mcdonalds-ikea-7-best-emoji-marketing-campaigns

Download full paperFile format: .doc, available for editing
Contact Us