What’s good for Jetstar isn’t necessarily the answer for other brands

While yesterday’s announcement from Jetstar is interesting, I’m not sure just yet how much of a canary in the coalmine it’s going to be for other brands shifting their spend to social media.

If ever there was a brand and marketing strategy designed for social media, it was Jetstar.  

Its young, mobile customers are the sort of people most likely to consume social media.

And its price-driven campaigns – generally short term, bargain seat offers – are exactly the types of thing that work well on the likes of Twitter.

So it makes sense for Jetstar to go where its audience is. (And I loved the coincidental timing that it was announced on Twitter’s fourth anniversary).

But for advertisers who are primarily about longer-term branding rather than a direct call to action, social media cannot be the whole answer.

The other issue of course is that Jetstar is at the front of the pack on this. Once every brand is involved to that extent in social media, it gets as cluttered as any other channel.

Getting those messages out then becomes hard work. And a new cut-through will have to be found.

Right now though, it makes sense for Jetstar. And News Limited and Fairfax will be wincing.

But this isn’t, in my view, as significant for marketing as a whole as it may seem.

Tim Burrowes


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