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

Abhishek Gaurav

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)

Abhishek Gaurav

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

Abhishek Gaurav

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

Abhishek Gaurav

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

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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

Email

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