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MNM4801 ASSIGNMENT 2 2023 (LIFT ARILINE)
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MNM4801 ASSIGNMENT 2 2023 (LIFT ARILINE)
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Table of ContentsLift airline company profile ................................................................................................. 2
Brief history ....................................................................................................................... 2
Discuss the following two contemporary marketing issues as marketing strategies: .......... 2
a) Micro-influencer on Instagram .................................................................................... 2
b) TikTok video marketing in relation to Lift Airline. ......................................................... 3
3) Conduct desk research on both these marketing strategies and provide a detailed
background discussion on each strategy and include at least three academic definitions of the
concepts. .............................................................................................................................. 3
Content Marketing Strategy: .............................................................................................. 3
Influencer Marketing Strategy: ........................................................................................... 4
4) Develop one detailed objective, which must adhere to the SMART principle for each strategy
of Lift Airline relating to brand awareness and market growth; and explain the objective (so,
state and explain it). .............................................................................................................. 4
Detailed Objectives for Lift Airline: .................................................................................. 4
Content Marketing Objective: ............................................................................................ 4
Influencer Marketing Objective: ......................................................................................... 5
5) Based on your understanding of the two strategies, you need to advise Lift Airline on which
one of the two strategies will be the most appropriate for them to use to achieve the stated
objective. Motivate your decision based on the benefits and/or advantages and disadvantages
of the recommended strategy. ............................................................................................... 5
Influencer Marketing: ......................................................................................................... 5
Advantages: ................................................................................................................... 5
Disadvantages: .............................................................................................................. 5
Content Marketing: ............................................................................................................ 5
Advantages: ................................................................................................................... 6
6) Develop a detailed action plan for the specific strategy of choice. The action plan must focus
on five steps: the budget, goals and audience, the specific platform, identifying and selecting
the influencers and monitoring the campaign. ....................................................................... 6
Action Plan for Content Marketing: .................................................................................... 6
References ........................................................................................................................... 8
, Lift airline company profile
LIFT is a South African airline, which currently operates domestic routes from O. R. Tambo
International Airport, Johannesburg using a fleet of Airbus A320 aircraft, operated by Global
Aviation according to Sterley (2022). It services local routes through King Shaka IA, O.R
Tambo IA and Cape Town IA.
Brief history
LIFT was established in October 2020 and commenced operations on December 10, 2020.
LIFT is a joint venture between former Kulula.com CEO Gidon Novick, former Uber executive
Jonathan Ayache, and aircraft leasing company Global Aviation, a South African-based ACMI
specialist that operates Airbus A320 and A340 aircraft (Ahearne, Atefi, Lam, & Pourmasoudi,
2022). Other founder investors include entrepreneurs, Rael Levitt and Alon Apteker. The
name, LIFT was selected after the public were invited to name the airline in a social media
campaign. LIFT Airline was selected after being submitted by eight contestants, who agreed
to share the main prize of free flights for a year. Their names are inscribed on the body of the
first three aircraft in the fleet. The airline's name was revealed on October 29, 2020.
Discuss the following two contemporary marketing issues as marketing strategies:
a) Micro-influencer on Instagram
Micro-influencers are individuals with a smaller but highly engaged follower base on social
media platforms like Instagram. They typically have between 1,000 to 100,000 followers
(Sayed, 2023). Utilizing micro-influencers in marketing strategies has become popular due to
their ability to connect with niche audiences, establish authenticity, and generate higher
engagement rates compared to macro-influencers or celebrities. This strategy involves
collaborating with micro-influencers to promote products or services of a brand to their loyal
and targeted followers, leading to increased brand awareness and potential customer
acquisition.
3 definitions are as follows:
i. Micro-influencers are social media content creators with a relatively small, yet devoted,
following, who possess specialized knowledge and authenticity within specific niches."
(Rivas & Zhao, 2023).
ii. "Micro-influencers are individuals who leverage their niche expertise to engage their
followers and impact their purchasing decisions," (Redjeki & Affandi, 2021).
iii. "Micro-influencers are social media users with a focused following who have the ability
to influence others' opinions and behaviors due to their perceived credibility and
relatability," (Rivas & Zhao, 2023).
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