Crowdsourcing
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The Digital Power of Crowdsourcing As Wi-Fi is increasingly enabled in-flight, is the potential for crowd-sourced content and advertising being harnessed to its fullest potential? by Jenn Wint
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august - september 2014
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igital and social media have transformed the way successful businesses interact with their consumers. No longer are they marketing at their customers, telling them what they want them to know and hoping it sticks – they’re now getting customers involved in their marketing by building interactive communities and investing in their participation with the brand. Through social media, businesses have direct access to customers and feedback is available in real time. Consumers have more influence than ever, with thousands of digital soapboxes from which to shout. As a result, expectations of brands are higher, accountability is demanded and transparency is compulsory.
All airlines are using social media to promote themselves – some are using these tools better than others but they’re all represented online in some capacity. Why? Because they have to be: That’s where their customers are. With the work of a solid marketing team, often monitoring online channels 24 hours a day – like Delta Air Lines, for example – airline carriers are guiding conversations, crowdsourcing ideas, providing information and administrative logistics, as well as managing complaints and inquiries.
social value Flights can be enjoyable experiences, especially when taking off to an unfamiliar destination. Airlines face the challenge Airline Passenger Experience Association