Marketing in the Digital Age- Unit 1 Individual Project

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Colorado Technical University *

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1804B

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Marketing

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Apr 3, 2024

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docx

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Khadijah C. Rojas Unit 1 Individual Project Colorado Technical University Date: 3/24/2024

Introduction Traditional marketing refers to an advertising approach that uses offline materials to target certain audiences. Traditional marketing can be used by marketers to engage with customers in person (Kutev, 2023) . In locations where their target customer is most likely to see, hear, or interact with them, these promotional materials are typically displayed. Digital marketing is the practice of promoting and selling products and services through websites, applications, mobile devices, social media, search engines, and other digital channels (Team, 2024) . Many of the ideas of traditional marketing are also present in digital marketing, which is generally viewed as an additional channel for organizations to reach consumers and understand their behavior. Businesses frequently integrate digital and traditional marketing strategies into their plans. However, there are particular difficulties associated with internet marketing. With the extensive use of the internet in the 1990s, digital marketing began to gain popularity. JetBlue airways is a popular and well-known airline. In 1999, David Neeleman—a former employee of Southwest Airlines—founded NewAir with other staff members of the same organization. He began providing travelers with inexpensive travel at affordable prices, but with unique in-flight facilities like TV, entertainment, and satellite radio. The airline began flights to Ft. Lauderdale and Buffalo in 2000 after obtaining 75 takeoff and landing slots at John F. Kennedy International Airport. Discuss how the company utilizes traditional marketing. Provide an example of the current ad campaign used by the company. JetBlue has many ways in which their company is marketed. One way is through Traditional marketing. JetBlue has been marketed through advertisements for years. These ads have been seen posted on walls in grocery stores, shopping malls, inside airports, and even bus

stops. There are even ads that are placed on actual buses that way people can clearly see them as they are moving on the roads. These ads would include the company’s slogan, would state any deals and discounts going on at the moment, as well as direct customers to where they can purchase any tickets. These ads were super important and beneficial back when there was no internet, or social media. These ads were posted almost everywhere for people to see them and were provided with contact information to be able to book flights. JetBlue has also been marketed through TV commercials. These commercials can be viewed on many different TV stations. Commercials will either have a speaker explaining what JetBlue does, what perks and benefits are offered, and why JetBlue may be the best airline of choice. Other commercials may have local paid actors (or real actors) create a dramatic scenario that would draw the attention of viewers, making them want to look into flying with JetBlue. Lastly, Direct mail has been one of the oldest and most common ways of marketing for JetBlue. JetBlue will have brochures sent directly out to addresses. They would include exclusive deals and discounts for customers, as well as direct them on how to become a TrueBlue member. JetBlue has partnered up with a company called QUAI, for an ad campaign. QUAI is known for selling hair and body products and the company sought to use JetBlue to transport customers to St. Barts (Sandler, 2023) . JetBlue offered Quai an opportunity to advertise in-flight for the month of June. A glamorous, seductive, and sophisticated mood board was intended for viewers to conjure up when they saw the advertisement for its body products perfumed with St. Barts. In order to ensure that 3 million people saw the month-long campaign, "Wanna Get A- Quai," pre-roll film was shown before JetBlue's safety video on 28,000 flights. In an environment of sun-kissed beaches, the advertisement prominently highlights brief bursts of fruits, St. Barts products, and models wearing bathing suits while utilizing the items.

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