A Report on Digital Marketing Communication (DMC) of American Airlines

This report provides a Digital Marketing Communication (DMC) analysis of American Airlines, evaluating the airline's use of digital platforms for business expansion. It discusses the use of advanced technology for navigation, demand prediction, and customer feedback collection. The airline leverages digital marketing through online advertising and social media to reach a broad audience and offers personalized services using big data. While the website is robust, mobile app issues and security concerns are noted. Recommendations include enhancing security protocols, improving the mobile app, and implementing better seat allocation software. Desklib provides access to this and other solved assignments for students.

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DMC analysis defines the digital communication marketing plan. The DMC analysis of
an organization denotes the ability of the organization to implement and use the technology in
the expansion and marketing of the business. In this paper the selected organization is American
Airlines. This paper will evaluate the way American Airlines has implemented the digital
platform to the expansion of the business.
Discussion
American airlines can be considered as one of the finest airlines service. In this context it
is important to evaluate the usage of the technology by American Airlines.
It has been seen that American airlines is using the advanced digital technology for both
technical and business purpose. The usage of the advanced navigation system has helped the
flights to land and run properly (Camilleri,2018). Apart from that the use of the advanced digital
technology for improvement of technology, the usage of digital technology is also helping in the
business of the airlines.
With the help of advanced technology the airlines can predict the demand and the
requirement of the consumers. Different surveys through online is helping the American airlines
to get the viewpoint of the consumers. The consumers can also give the feedback on the basis of
the service through the website of the airlines. The airlines can modify the service and can
improvise the service according to the given feedback.
Apart from that the airlines is providing customized service to the consumers who are
travelling frequently with the airlines. In this context the American Airlines is using the facility
of the big data to provide personalized service (Killian & McManus, 2015). Form the large pool

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of data the organization is using the useful information to get some personal details regarding
different consumers.
From the marketing purpose the airlines is also consuming the advantages of the digital
technology. The American airlines is giving advertisements in different digital platforms and
social media(Yoo & Gretzel, 2016). All these things are helping the organization to reach to the
large number of consumers within small time span. This is helping this organization to
demonstrate their specialty to the variety of people. The organization can show their specialty to
the existing consumers and this can also help to make the new base of consumers.
Apart from that the digital marketing plays an important role in managing the marketing
and PR for the organization. The website of the American Airlines is robust and flexible. The
users can easily book tickets and services through the websites (Halpern,2016). However,
sometimes it has been seen that opening the web page of the airlines from the mobile is
becoming problematic. In order to solve the problem the airlines has developed a dedicated
mobile app for the booking and other services (Valos et al.,2017). The version of the mobile
application of the website is supported to the different mobile operating system. This step taken
by the American airlines has helped the users to book the tickets from the mobile application
app.
However, there are some drawbacks of the digital implementation of the American
airlines. The implemented mobile app sometimes does not work properly. Apart from that there
are some problems regarding the allocation of the seats to the passenger (Parveen, Jaafar &
Ainin, 2015). Many of the passengers have complained that the payment gateway is not secured
enough. Apart from that it has been found out the organization is using the security protocols

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which were not updated properly. The feedbacks and the data are not arranged and stored in a
proper way.
Recommendations:
In order to bring the flexibility in the service and improve the overall digital
implementation in American Airlines certain recommendations can be made. The security
protocols are needed to be maintained in a proper way. Apart from that different strategies like
implementation of the firewall in the system and the ways to mitigate the cyber threats can be
taken in to order. Apart from that the mobile application of the airlines is needed to deliver the
scalable solutions and should be available for all over the time. A proper implementation
software is needed to be done that will allocate the seats to the passengers in a proper way along
with maintain the availability of the seats and status of the booking.

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References
Camilleri, M. A. (2018). Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Halpern, N. (2016). Air transport marketing. Air Transport Management: An international
perspective, 321.
Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons, 58(5), 539-549.
Parveen, F., Jaafar, N. I., & Ainin, S. (2015). Social media usage and organizational
performance: Reflections of Malaysian social media managers. Telematics and
Informatics, 32(1), 67-78.
Valos, M. J., Maplestone, V. L., Polonsky, M. J., & Ewing, M. (2017). Integrating social media
within an integrated marketing communication decision-making framework. Journal of
Marketing Management, 33(17-18), 1522-1558.
Yoo, K. H., & Gretzel, U. (2016). Use and Creation of Social Media by. Social media in travel,
tourism and hospitality: Theory, practice and cases, 189.