Strategic Planning for Digital Marketing Communications Essay

Strategic Planning for Digital Marketing Communications - leaven ExampleSV has expanded footings catering section for air hoses (Saudi Airlines a, 2012). SV has partnered with Sky police squad Alliance a group of 18 international Airlines to provide much flexibility, convenience and choices to customer of member alliances (Saudi Airlines b, 2012). SECTION 1 CHALLENGES AND OBJECTIVES Section 1a habitual marketing communications challenges ISSUES CHALLENGES 1 spherical business is moving around the slogan of Be Global Act Local (Amey, 2012). Globalization &Localization on increasing destination as well as service. 2 Tightening of policies, increasing taxes resulting in job losses counts up to 1.6 mn in UK in 2010 the trend continues till date (The Economic Times, 2012), US waiting for sustained pick up in consumption, Top ten areas of change in consumer spending worldwide are aimed to be financially tactful (Delotte, 2011). Adopting product marketing that persistently stands bu siness product to be best value for money spent. 3 Spending moved from bricks to clicks and now on to mobile. 52% of US consumers using mobile for purchases overall with more than 20% of air-tickets are purchased through mobile. Availability and adaptability with most digital mediums. 4 51 % rely on online shopping for product search and evaluation. In 2012, 167 million people shopped online with average amount of $1800. Sufficient reading with easy purchase option to attract customer base. Accelerated pace of globalization with media in worldwide and social media in specific Performance is open is for anyone and everyone for evaluation more importantly beyond managements control. precedence challenges and risks Globalization expansion in China (Amey, 2012). Increased accessibility increased communication through synergistic mobile. Huge risks are associated as increasing pace of digital has not been adopted with similar pace. presently flight passengers account in 58% of Saudi s, 22% of Arab and while70% is guest travelers. Consistent travelers are less (for instance, seasonal worker travelers in holy months). Travelers consideration of SV as best value for money can be rank medium as it ranks n 6th among the top 10 economy class (Sky Trax, 2012) but generally accounts for the guest. Focusing mainly on guests and not growing business class is risk. Digital connectivity for flight bookings lonesome(prenominal) (Clear Trip, 2012). Industry challenges ISSUES CHALLENGES 1 Post 9/11Security issues. Redeveloping travelers trust along with strong force than 9/11 updates on various mediums. 2 Fuel prices and economic uncertainty increasing continuously shrinking profits. IATA support Airline profit $ 3.0 Bn. Maintaining effective flights schedule and promptly passing on updated information to customer at easiest disposal 3 Deregulation/privatization of airlines advertising fare regulation (Zacks Equity Research, 2012) Retaining customer along with dilate pri ce component of tax in advertisement 4 Blocks or strategic alliances to maintain choice of marketing tactic to exploit benefits of alliances and possible issues. Priority challenges & risk 1. SV developed alliance with Sky team gained the benefits cost saving, flexibility etc but not marketed other than press releases updates on member websites (Sky Team, 2012). 2. For increasing competency its flight program Al- Fursan has been developed. This program has been provided with internet based marketing as present on the airline