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Managing Change
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- Digital Marketing
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- University Of Winchester (UoW)
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A Critical Analysis of United AirlinesDigital Marketing Activities and
Opportunities
By Rosita Mickeviciute
0
,Table of Contents
Introduction ....................................................................................................... 2
Digital Marketing Activities ................................................................................ 2
Competitive Analysis........................................................................................ 14
Digital Marketing Campaign ............................................................................. 20
Ethical Implications .......................................................................................... 29
References ....................................................................................................... 31
Appendices ...................................................................................................... 61
1
, Introduction
Company's history goes back to 1926 when Walter Varney introduced Varney Air Lines that
later became known as United Airlines (UA) (United Hub, 2020). The airline started as a mail
carrier and has grown to be leading airline around the globe (Mazareanu, 2020). UA held
14.9% domestic market share in 2019 which is fourth highest among U.S. airlines (Bureau of
Transportation Statistics, 2020). In addition, company's brand value is third highest among
airlines worldwide measuring $8,460 million and fourth largest in terms of passengers
carried, totaling $162.44 million 2019 (Brand Finance, 2019 and Investor Relations, 2019).
Industry 4.0 is drastically changing the future of technology, especially in manufacturing
sector by improving aviation safety through digitalisation and automation (Valdes et al.,
2018). The way airlines operate is shaped by digital marketing, starting with booking tickets
online (see TableA-Act-1) and even implementing interactive in-flight entertainment system,
examples of web 3.0 concept (Chaffey and Ellis-Chadwick, 2019). In 2020 digital marketing
is shifting towards lifecycle marketing, social media trends, email marketing and Artificial
Intelligence (AI), video personalisation, Pay-Per-Click (PPC) trends and Search Engine
Optimisation (SEO) (Smart Insights, 2020).
This report will focus on analysing UA digital marketing activities, conducting competitive
analysis, proposing an omni-channel digital marketing campaign and ethical implications.
Digital Marketing Activities
The 5S’s of digital marketing helps to develop goals for digital strategy (Chaffey and Ellis-
Chadwick, 2000). Most transactions back in 2004 were performed by selling paper airline
tickets which were delivered by mail
and purchased at a ticket office,
travel agency or at the airport (USA
Today, 2008). UA nowadays
increases sales through an online
booking system and an app that
allows customers to make a
reservation according to the price or
an airline and change flight dates for
free up to 12 months (see
Screenshot 1 (UA, 2020)
2
, screenshots 1 and 2 and TableA-Act-4) (Chaffey,
2018 and UA, 2020). Digital channels are very
useful when interacting and engaging with
customers as well as generating sales (Stokes,
2013).
UA is building relationships with customers
through social media sites, such as Twitter
reaching over 1 million followers and Instagram,
totaling 758k (see screenshots 3 and 4) (Chaffey,
2018). Twitter is also the most popular channel in
terms of user mentions UA receives, calculating 76% of all media types. Others are online
news, blogs, and forums (Talkwater, 2020). However, following public backlash after
company’s plane kept passengers inside it for more than 14 hours United hits 3/10 rating on
Skytrax out of 3,347 customer reviews and is shared among
Screenshot 2 (UA, 2020) Twitter users as yet another UA public relations (PR) issue
(@jany_mex, 2019; Reints, 2019; Skytrax, 2020). Even though
brand's popularity has grown, an image conveyed is negative.
Screenshot 3 (united, 2020)
3
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