Ch.4 The Marketing Environment

  

Ranked third for the second year in a row, Delta has both the third-highest on-time arrival rate at 85.9 percent and the third-lowest number of mishandled bags at 2.08 per 1,000 passengers each month. In a competitor analysis, other airlines are not as well known or have a large loyal customer base. Part of Delta's international connectivity, "Skyteam alliance" partners with many other airline carriers including but not limited to; KLM, Air-France, and Delta-Virgin. Some feedback they have received in regards to their leisure travelers, consumers of Delta Airlines are more concerned with the price rather than the destination. In response to this feedback Delta Airlines focuses on retaining customers by improving comfort and reducing prices.  

Delta Airlines understands the growing trends of social media and how it has made profound changes in the way we obtain and consume information. Generation Y (millennials), the largest living generation, is targeted along with generation X as opposed to Baby Boomers who wouldn’t necessary use technology as much as the generations listed above. Delta is known to be innovative and taking bold digital strides focusing primarily on five directives, integrate across channels, customer engagement, embrace technology and data, create marketing metrics and innovate/ explore.

Delta uses a single marketing channel, as opposed to having owned and earned medias as separate channels. They claim, having a single marketing channel allows them to be more consistent in content, copy and tone of voice. As opposed to using a digital strategy first, they focus on in flight, in the airport, on the phone and online as their target internal variables. Leading with WiFi on board targets business travelers along with their boarding pass available to customers on their mobile devices.

A goal that the Bob Kupbens, Delta’s VP Marketing and Digital Commerca said, “So much of what we’re delivering on the marketing side is a function of some technology implementation.” This can be seen from their consistent innovation initiatives, for example Delta tested selling tickets on Facebook. Even though their Facebook innovative idea wasn’t as successful as they had anticipated, it gave them valuable information when trying to attract customers on popular social media sites.  

Delta publicly stated in 2015 that they pledge to reinvent air travel. They first started with listening to what flyers wanted with the intent to act. Small improvements in the onboard experience, like interior upgrades and entertainment free of charge were among the beginning changes. 

One of their most ambitious and innovative program is called “Innovative Class.” Innovative Class keeps empty seats beside a number of thought leaders in business, art and technology.  By applying through Delta's LinkedIn page, passengers eager to spend time talking shop with these individuals during their flights got a chance for the coveted seats. Delta called it "a mentoring program at 35,000 feet." Along with their creative and innovative marketing strategies, Delta made Fortune’s 2015 list of 50 most admired companies. Year after year Delta and their marketing team continue to impress the airline community with their consistent innovation, which they pride themselves on. They value  and want to make air travel most enjoyable for new customers along with their loyal travelers.