As people are inundated with messages and information, brands need to be more innovative than ever before, not only to get the attention of possible customers, but to gain their trust and turn them into long-term loyal advocates of the brand. When marketing an international airline to SA consumers, this is particularly important in terms of ensuring the brand’s relevance to local consumers.

Tracy Armitage, who works on communication and campaign management for Air France and KLM Southern Africa, says that because people are constantly on the move, the effective use of digital media, including artificial intelligence, has become imperative when reaching customers at the right time through the right medium for them.

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