The paper "How Does Social Media Change the Way Marketers Operate - Qantas Airways Ltd" is a good example of a marketing case study. The use of the internet in the corporate world is increasing all over the globe. This has initiated a novel form of marketing referred to as Social media marketing. Scores of companies use social media sites such as MySpace, Facebook and Twitter to spread the message concerning their services or product in a conversational and relaxed manner. Social media platforms offer marketers a voice and a means of communication with potential consumers and already existing customers.
Social Media is a novel means of promotional mix that assists companies in establishing relationships with their customers and determines the unmet requirements of customers. It allows consumers to communicate with firms, create and share content and interact with each other. Qantas uses its Facebook to market, sell, inform and develop close relationships with its customers. Drawing on relevant literature and analysis of Qantas, this report explores how social media and consumer-generated change the way marketers operate. While consumer-generated content provides prospects for marketers, it can put at risk the image, brand equity, personality and reputation of a firm.
The firm should, therefore, limit the control of consumers, moderate comments and establish rules that prevent adverse publicity. Table of Contents 1.0 1.0 IntroductionSocial networking sites such as Facebook have swiftly occupied a significant space in the business world’ s mediated perception. Marketers worry about consumer-generated content and its effects on companies’ brand equity. Advertisers fret over-reaching their audiences who also assume the role of content creators. Companies work attentively to design, establish and execute effective viral campaigns and seek a constructive response in the form of likes, fan following, sales, an increase in website traffic and reviews.
Social media is transforming businesses and represents a concept of change in marketing communications. Brands that were initially controlled by marketers are increasingly being controlled by their consumer markets. The development of online brand communities that include social network supports the development of consumer-generated content. Drawing from pertinent literature and close analysis of Qantas Facebook page, the paper offers a brief overview of Qantas Airways Ltd, explore how the company uses Facebook to market and sell its products besides determining how the firm establishes and upholds customers’ relationships. 2.0 Qantas Airways LtdQantas Airways Ltd is one of the ten biggest airlines in the global and the second oldest following Netherland’ s KLM.
It is an Australian domestic airline and the leading airline in the Asia-Pacific region. Qantas link Australia to eighty-one destinations in forty other nations worldwide (Qantas 2015). The company operates far-reaching domestic services in both New Zealand and Australia. Qantas also operates numerous local airlines in Australia and works together with budget start-up established in Singapore.
The company and its local subsidiaries serve over thirty million passengers on a yearly basis. The firm upholds numerous codeshare plans and alliances, and it is an associate of the Oneworld global airline coalition led by British Airways Plc and American Airlines. Qantas was founded in 1920 and has grown into being the largest domestic airline in Australia (Qantas 2015). The airline was established by two First World War veterans, Paul McGuiness and Willian Fysh, who served the Flying Corps in Australia.
The Airline was originally registered as Queensland and Northern Territory Aerial Services Limited (QANTAS) before changing into Qantas Airways Ltd. Qantas is Australia’ s powerful brand and offer services to customers through Qantas and Jetstar. The firm has developed a picture of superiority in customer service, safety, engineering and maintenance as well as operational reliability. Qantas target market includes the international and domestic travels, and buyers are differentiated through their trip purpose2.1 Qantas Use of Social Media and E-business ModelAccording to Czinkota and Ronkalhen (2012, p. 571), social media has obtained popularity in the multinational market given its comparative advantage over traditional marketing techniques and disintegration of conventional media perspectives alongside the rise of IT.
Social media may take the form of wikis, forums, blogs, video sharing and podcasts. It takes advantage of the individuals’ natural tendencies, the capacity to engage customers and the capacity to research and track consumer behaviour. Qantas uses social media to market its services and connect with its clients. Jamuna (2013, p. 524) describes social media as media developed to be broadcasted via social interaction and developed through highly scalable and accessible publishing methods.
Social media promotes the human call for social interaction via web-based technologies and the internet to turn broadcast media monologues into social media dialogues. Social media promote the democratization of information and knowledge, turn people from content consumers into content developers. More and more firms have resorted to using social media in their external marketing. According to Barker, Chitty, Valos and Shimp (2011, p. 229), Qantas uses social media for novel route launches, announcements and special offers, to respond to clients’ queries and to post news updates and sales.
Qantas disseminates messages, attention and gains internet traffic through social media to promote its personality and market its services. Modern firms face a world of global prospects, and the challenge lies in accessing their presence in the market. An essential focus in this milieu is the economic development of the surfacing markets and their technological advancement including augmenting the use of the internet and social media tools (Trost 2013, p. 7). Technology has made it possible for firms to progress into international markets. Being active in social media has become essential for international operating firms such as Qantas.
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