Analysis of Digital Marketing Communication Strategies Report, MKG203

This report analyzes the digital marketing communication strategies employed by Qantas, British Airways, and Emirates in the airline industry. It examines how these airlines leverage various digital channels, including social media, online advertising, and integrated marketing management (IMM) systems, to enhance customer experience and engagement. The report highlights Qantas's early adoption of social media and its use of IMM for data-driven marketing, British Airways' use of online applications and e-ticketing, and Emirates' integration of mobile phone services and diverse marketing tools. The analysis considers the effectiveness of these strategies, comparing and contrasting the approaches taken by each airline, and referencing relevant academic literature to support its findings. The report emphasizes the role of data, personalization, and technological advancements in shaping successful digital marketing campaigns within the competitive airline market.

Running Head: DIGITAL MARKETING COMMUNICATION
DIGITAL MARKETING COMMUNICATION
Name of Student
Name of University
Authors Note

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Qantas in Australia is one of the excellent performing airways in the whole world. The
company has spent a large amount of revenue to make the digital channels. They have
adopted digital communication and marketing strategies to give their customer a better
experience. Qantas have make an investment for advertising in social media and it is the first
airline to adapt Facebook and Instagram for advertisement (In.via.com, 2019). They allow
their customer to use on board Wi-Fi facility. To solve several issues that can affect their
business Qantas introduced a platform of Integrated Marketing Management (IMM). These
systems includes facilities such as managing the campaign, operation of marketing,
messaging digitally, management of customer data and analysis of market. Before Digital
marketing communication is introduces in the organization the communications are done in
email which cause several disadvantages. Adaption of new technology help to focus on the
synchronization with channels. The IMM allow the organization to build an end to end
automatic campaign. The adaption of IMM also allow the organization to keep the data that
include behavioral information of the customer (Luxton, Reid & Mavondo, 2015). These help
in real time communication with its customer that allow innovative thinking. The
improvement of the technology allow Qantas to make many dynamic marketing activities
possible. Qantas is one of those organization which has adapted Teradata that gives the
organization automation vendor of marketing, Aprimo a provide email marketing and
eCircle. These help in doubling the communication within the organization by reducing the
time involved in it. The staffs can be more focused in optimization of the messages and the
organization have engaged its whole Teradata team in the marketing activities. Mobile
communication is introduced to the team members of Qantas that help in quick turning of the
projects and embed new technologies. The real time interaction that is given by the Teradata
have allow the email to be personalized. However the organization can make the marketing
programs automated that will provide more operational benefits to the organization.

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Print advertisement and media advertisement is used as an important marketing
strategy tool used by British airways. (Britishairways.com, 2019). To promote the marketing
strategies of the organization a considerable innovation are made and introduced. To give a
well define platform to its customers the organization have formed a variety of strategies.
They have created an online application for mobile hones to allow them book tickets quickly
and gives a fringe benefits. They taken Internet help to promote the services provided by
them and allow their techno-savvy service sicker to save their time. They have adopted
electronic media to promote and advertise their services. Online websites are created as a key
channel of distribution of the products. The E-ticket booking system that is provided by the
organization allow its customers to enjoy fat and easy transaction. Thus the digital marketing
communication mix have allowed the organization to attract customer and provide them
hassle free booking facilities. The organization can work more by advertising through
websites and many social media platform to promote their service and products.
Emirates airways is using technological advancement for advertising the services
provided by it. They are using social media applications, advertising online that allow the
customers feel closer to the brand. The use of advanced technologies allow it to get a 5 star
rating (Emirates, 2019). The organization have signed an agreement of flight mobile phone
with Aero mobile that allow the use of mobile phones onboard. The organization enhanced
the public relation by employing digital marketing mix by media channels. The organization
is using several marketing tools like displaying tools, advertising per click and optimization
of search engine (Manser Payne, Peltier & Barger, 2017). These give the users a wide range
of facilities. The airline have maintained a personal and professional platform for its
customers. The airlines is incorporating new markets by increasing the size of the fleet. It has
launch an official website for giving various information to its customers like time of arrival
and departure of the flights. It also other facilities like information about the change in flight

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time, cancellation of tickets, discount information and the information of the packages
offered by the airlines (Juska, 2017). The website is available to the customers in nine
languages. The wide range of digital communication strategies that is provided by the airlines
have enhanced the experience of the customers.

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References
Britishairways.com. (2019). null. Retrieved from
https://www.britishairways.com/travel/managebooking/public/en_us.
Emirates flights – Book a flight, browse our flight offers and explore the Emirates
Experience. Retrieved from https://www.emirates.com.In.via.com. (2019).
Qantas Airlines Flight tickets | Qantas flight schedule , offers and fares - Via.com. Retrieved
from https://in.via.com/flight-tickets/qantas-flights?.
Juska, J. M. (2017). Integrated marketing communication: advertising and promotion in a
digital world. Routledge.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing,
integrated marketing communications and consumer engagement: A research
agenda. Journal of Research in Interactive Marketing, 11(2), 185-197.