Budget carrier Jetstar will spend up to 40% of its marketing budget on the internet next financial year – an increase of more than 500% over presentJetstar tail levels, according to a report in B&T Today. Social media will be a big part of the mix. Jetstar’s head of marketing and PR, David May, was quoted as saying that traditional media cost too much relative to its audience reach. “It’s clear our customers are comfortable in the online space and as Jetstar is essentially an online retailer it makes sense for us to embrace social media outlets. Online media channels gives us immediate access to our consumers. Social media offers more value for money (than traditional channels) and is a smarter way to reach our customers.” He said Jetstar’s already had “phenomenal” success with Twitter and YouTube.

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