Jetstar Communication Strategy

Jetstar Communication Strategy

Jetstar is the low-cost subsidiary of the Qantas airline. For a business that serves to a large number of customers who might not be loyal and are contributing very less towards the total revenue, it is necessary that the communication strategy is cost-effective and is focused on mass communication. According to Cameron (2019), the airline is focusing on becoming the airline with the best-in-class marketing function. Instead of using digital technology for just improving check-ins, the airline is using technological advancements to improve its communication strategy.

As per Cameron (2017), the first step in developing a communication strategy is to understand the customer. This is necessary as customers are now bombarded with messages across different channels, and therefore there is a strong need for personalisation. Therefore, the company initially focussed on understanding the requirements which customers may have over any journey- from booking a ticket to checking out at the destination airport. However, as stated by the company’ Chief Marketing Officer, Philip Wade, the company learnt this lesson by first focusing on building tech stacks and not on the customer requirement that resulted in high sunk cost for the company.  

According to Emma Roberts, Digital Marketing Manager, APAC (Asia-Pacific and China), after Jetstar understood the requirements of the customers, it focused on four aspects: First, creating content and not just limiting to producing advertisement. Second, developing the insourcing team to promote effectiveness. Third, aiming to improve the customer experience. Fourth, achieving excellence in digital marketing (Cameron, 2019).