DMC of American Airlines
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.
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 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 which were not updated properly. The feedbacks and the data are not arranged and stored in a proper way.
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.
Camilleri, M. A. (2018). Integrated Marketing Communications. In Travel Marketing, Tourism Economics and the Airline Product (pp. 85-103). Springer, Cham.
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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.