The role of digital media in the success of the Virgin Group

 

Digital media has had a significant effect on the growth of the Virgin Group over the last five years. This is because it ensures that there is the advancement of the promotional aspects of the Virgin brand in such a way that it has become more recognizable. Furthermore, digital media has ensured that there is the establishment of means through which the Group is able to promote its products, through viral marketing, in such a way that it responds to the individual desires of current and potential customers (Kirby, 2012). This has helped to create an environment where the Virgin Group has become more interactive with the online community in a manner that has made it one of the most recognizable brands on the planet. It has also been responsible for the creation of much needed avenues through which to make sure that it receives feedback from its customers concerning its products to such an extent that it has become possible to bring about the achievement of much needed improvements to align these products to the desires of its customers. 

The Virgin Group has been able to easily adapt to digital media as a part of its strategy to reach as many potential customers as possible while at the same time keeping up with the most essential means through which to enhance its image as a global brand. A result has been that this corporation has been able to align itself with the various interests that can be associated with customers as well as the wider public so that the latter have been given an insight concerning the activities conducted by Virgin. Therefore, digital media has been instrumental in creating a situation where there has been an increase in the popularity of Virgin products because of the belief that these products are in line with the contemporary world. Virgin has also taken advantage of this form of media to increase its sales margins because it has been able to make use of the various platforms that it provides to not only attract customers, but also to make sales. Thus, the Virgin Group has been able to achieve massive benefits through the use of digital media because it is not only interactive, but it also ensures that there is an enhancement of customer experience that makes the Virgin brand an extremely recognizable and important one in the contemporary world.

The Virgin website is one that shoes the eight elements of an e-commerce business model. This is seen through the way that it develops it value proposition, which ensures that it is not only recognizable, but also appeals to the customer. The website also makes use of the affiliate revenue model, which essentially directs the potential customer to the specific Virgin brand in which he or she has an interest. Furthermore, it takes advantage of the market opportunities available because it is not only highly interactive, but also seeks to ensure that there is the advancement of a situation where it taps the billions of internet users every day (Butler, 2010). Furthermore, the website seems to put into consideration the competitors that Virgin has and this is done through putting all the available brands or companies under its banner within the website. In this way, the visitor is better able to access the various services provided by Virgin without necessarily having to undertake new searches that are aimed at finding the products that they need elsewhere. In the website, Virgin also shows a strong marketing strategy that is based on its diverse achievements so far and how that has been able to have a positive impact on the lives of its customers. It also shows the organizational development of Virgin in a way that promotes a positive image concerning the way that it has grown over the years. Finally, the management team of the Group is featured prominently in the website; ensuring that there is the promotion of Virgin’s observance of such initiatives as cultural diversity. 

The Group’s value proposition is one that promotes the idea that the Virgin brand exists to support viable businesses, which is a critical endeavor considering that it essentially seeks to develop new businesses that are in line with the needs of contemporary society. Its market strategy is based on this concept because Virgin is a corporation that is always seeking new opportunities, especially in those areas where there is either very little investment, or where there is a potential for the development of improvements that can provide a niche market for Virgin (Lagner, 2006). Thus, Virgin has been able to take advantage of new opportunities while at the same time making sure that it creates innovations that have been adopted by other companies in the same industries in order to remain competitive. Under such circumstances, it has become possible for Virgin to remain a popular brand across the world based on its ability to not only provide quality, but also affordable products (Boothby, 2009).

One of the most significant aspects of the Virgin Group’s approach to marketing communications is that it constantly seeks to ensure that there is the advancement of the Virgin brand. This means that all the products that fall under this brand have to make sure that they follow the same ethos in order to promote brand consistency. The Virgin brand is one that is constantly promotes as being one that stands “…value for money, quality, innovation, fun, and a sense of competitive challenge” (Matters). This stance is critical because it is the basis upon which all marketing communication from the company is founded. It essentially seeks to show that all the products that are based on the Virgin brand are those of a higher quality than that from the competition. Furthermore, the marketing of the Virgin brand is one that essentially promotes the idea among its audience that it is offering a product that is not only satisfactory to the customers, but also go beyond customer expectations in such a way that they end up feeling that they are getting their money’s worth. Under these circumstances, the marketing communication strategy of Virgin is aimed at the promotion of the Virgin brand in such a way that the customers look forward to using their services because not because they need to, but because they want to; making it the consumer choice rather than just convenience when it comes to their decision to make use of Virgin products. 

The online communication channels available are made use of by Virgin in such a way that it is able to promote as many of its brands as possible. This is based on the monolithic branding approach, which seeks to ensure that the Virgin name is made use of in all of its products, for example Virgin Atlantic, Virgin Music, or Virgin Trains, among many others (Boje & Smith, 2010). The use of Virgin as a brand name is critical to its marketing communication because it is one of the most recognizable brand names in the world. It is also one that has gained the trust of customers for decades, and because of its use on a diversity of products within the organization, these products are believed to be trustworthy by consumers. Therefore, the companies that make up a part of the Virgin brand tend to make use of logos that are designed and styles in a similar way; ensuring that there is the promotion of a situation where there is the advancement of consistency and trustworthiness of the products that are being promoted.

The Virgin Group is one that has specialized in the use of technology to make sure that it enhances its competitive advantage. One of the most significant initiatives that it has undertaken is to make use of such technologies as the internet, especially through its website, to make sure that it reaches as many people as possible. Most of the advertisements that are made within the websites that are owned by the companies under the group are those that are aimed at having a positive impact on its customers. The Group takes advantage of the extremely positive and global name that it has made for itself over the years to promote the diversity of companies and products that it has to offer (Dobni, 2006). Under such circumstances, Virgin is unique from its competitors and has an advantage over them because rather than selling a diversity of brands individually, the Virgin Group instead seeks to sell the Virgin brand. It makes the customers feel that they are dealing with a single entity which promotes an image of Virgin as being an extremely caring and personal entity. Moreover, the name of the head of the corporation, Richard Branson, is one that is extremely well known and has come to be associated with the Virgin brand as a whole. A consequence is that Branson’s name and image is tied to the promotional aspects of the Virgin Group and this is to such an extent that he has become an essential aspect of adding to the competitive advantage of Virgin (Altman, 2009). 

Another aspect of Virgin’s branding strategy that enhances its competitive advantage is that Branson utilizes celebrities in the promotion of its products. This is especially the case considering that he is often depicted or seen with celebrities and this enhances the image of Virgin. It promotes a situation where there is an effective advertising strategy that aims at making sure that there is the enhancement of the product and brand image to its full effect. There is also the use of a diversity of distribution channels, both direct and indirect, across the world, which helps in bringing about more effective customer service while at the same time ensuring that there is greater brand recognition for efficiency. The easy use of technology to advance its competitive advantage can be considered an essential means of making sure that Virgin remains a recognizable brand across the world.

Richard Branson has become an inseparable part of the Virgin brand and is its face. He has been able to ensure that the Virgin brand is capable of becoming a household name because of his constant presence on social networks, which has provided a direct connection between him and customers. Branson is also depicted as a fun-loving individual, and this has been carefully cultivated to connect with the Virgin brand itself, which is not usually seen as a regular brand, but one that has a direct connection with most of the population (Grant, 2005). Branson is also an extremely customer-friendly individual because he is constantly in touch with his customers on social media and seems to be willing to listen to what they have to say. The constant feedback is important for the Virgin brand because Branson is able to steer the brand towards the achievement of goals that make it possible for customers to develop an association with efficiency with Virgin. 

His presence on social networks also enhances the image of the Virgin brand because he is seen to be a leader with a hands-on approach. Under such circumstances, customers gain confidence in the Virgin brand because they recognize that Branson has not lost touch with them and are instead always interested in their welfare. Therefore, Branson’s presence as the face of Virgin has been able to greatly enhance the recognisability of this brand across the world because Branson is an individual that has proven to be charismatic and interested in new lines of business that can promote the interests of the population (Bresciani & Schmeil, 2012). A consequence has been that Branson’s constant presence on social media continues to promote the brand image of Virgin in such a way that shows that the corporation is moving alongside its customers through the use of the same technologies and other means of communication as them. Branson’s presence on social media can be said to have a positive effect on the Virgin brand and will likely continue to do so in the foreseeable future.