The digital ecosystem is a disruptive force, leading many aviation marketers to take on too many capabilities instead of mastering a few.
Strategy&, Korn/Ferry International, and the Association of National Advertisers (ANA) recently conducted a survey of 350 senior marketing professionals across many industries to find out how the role of marketing is evolving at their companies in response to changes in the digital marketing and media ecosystem.
Here is my interpretation of their findings for aviation marketers:
Best in class aviation marketers are forgoing being average in numerous marketing capabilities and are instead focusing on being great in a few differentiated capabilities that support their brand positioning.
Aviation marketers are under pressure to contribute to company growth while being challenged with new technologies, new marketing platforms, and flatline budgets. This requires aviation marketers to change the way they approach integrating new marketing capabilities with company-wide marketing programs.
Changing the mindset to reap the most from digital ecosystems requires the following:
- Collaboration – adopting a more collaborative approach to core marketing functions to ensure that they leverage multiple channels and skill sets.
- Strategy – being more strategic about the marketing agenda, aligning it with the company’s overall goals.
- Accountability – adopting new metrics to demonstrate marketing returns through the use of data.
- Integrative – unifying marketing efforts across business units and product lines to strengthen the effectiveness and quality of the overall marketing effort.
While it is tempting to spread the risk of adopting new marketing capabilities by assuming a “more is better” attitude, astute aviation marketers are prioritizing their marketing capabilities based on a clear and differentiated position, resulting in a competitive advantage.
8 marketing capabilities to consider for driving current and future marketing efforts:
- Digital marketing – web, mobile, social marketing
- Marketing effectiveness – metrics, testing, dashboards
- Innovation – engaging customers in new ways, developing new channels
- Integrated multimedia campaigns – using multiple media across multiple channels
- Customer relationship management – managing data and relationships across touch points
- Portfolio management – managing performance across a broad set of products or offerings
- Customer insights – social media, surveys, panels, ethnography
- Owned digital assets – websites, communities, videos, newsletters
An organization that engages and invests in strategic capability building will be better suited to handle the disruptive change of the digital ecosystem