Marketing Communications Strategies for Public Transport Organisations

Nguyen, Nguyen Phong; Mogaji, Emmanuel

Abstract

Public transit plays a crucial role in society; many people rely on these services to access economic, social, and other activities. In most cases, these public transportation services are run by the government for the public, but there is a growing number of privatisations that give private companies control of transport operations. The study adopted an integrative literature review approach to critically review and synthesise the literature on marketing communications strategies for public transport organisations. This enables the development of a new theoretical perspective for adopting marketing communications as a strategy that can be utilised for brand positioning in the public transport sector and increase its usage. The study highlights the need to communicate a unique brand identity through touchpoints and liveries. Similarly, digital transformation deliverables such as websites, mobile apps, email marketing, live updates, social media, and chatbots as virtual assistants should be integral in transportation business operations.

Citation

Nguyen, N. P., & Mogaji, E. (2022). Marketing Communications Strategies for Public Transport Organisations. In Public Sector Marketing Communications Volume I (41-68). Springer International Publishing. https://doi.org/10.1007/978-3-031-07293-2_3

• Online Publication Date: Oct 4, 2022
• Publication Date: 2022
• Deposit Date: Jun 1, 2023
• Pages: 41-68
• Series Title: Palgrave Studies of Public Sector Management in Africa
• Series ISSN: 2730-6119
• Book Title: Public Sector Marketing Communications Volume I
• Chapter Number: 3
• ISBN: 9783031072925; 9783031072932
• DOI: https://doi.org/10.1007/978-3-031-07293-2_3
• Additional Information: First Online: 4 October 2022