Advertising

Big brother and marketing ROI

/ Bailey Burk / Leave a comment
Know where the line is between user privacy and data collection.

Digital ushered in the era of data collection.  For aviation marketers, digital offers big data and unlimited possibilities for ways to track advertising and marketing effectiveness. The “C” suite demanded accountability for marketing funds and data houses responded by monitoring and tracking click-throughs, websites visited, time on page, and time of day, basically offering a very specific connect-the-dots profile of our web usage. Cookies were placed on our machines without our permission and we naively accepted that corporations would do the right thing with our personal data. Big data houses claimed that did not track our names but tracked the IP addresses, as if there’s no correlation.

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Aviation marketing: Why bother with branding?

/ Bailey Burk / Leave a comment
Our experiences, values, DNA makeup and beliefs drive our unconscious decision towards a specific brand
Our emotional connection with a brand is an unconscious decision

Product and service innovation in the aviation industry comes from improved features and functions. On the flight deck, it can be a chip-driven avionic component that replaces a mechanical legacy system, to the cabin, where passengers are plugged into inflight wireless connectivity while enjoying their lay-flat seats — these innovations are the result of engineering.

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5 reasons why aviation manufacturers need to embrace people-to-people marketing

/ Bailey Burk / Leave a comment
The connected customer gathers information from a multitude of online sources before coming to the final purchasing decision.

The connected customer spends more time on social media than with watching television, listening to radio, or reading a newspaper. Cloud-connected smart phones, tablets, and laptops are the predominant tools of the connected customer. They absorb information from many different sources and share their experiences with followers on social networks. Aviation manufacturers that do not shift their marketing tactics are endangering their brand and flirting with obsolescence.

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Aviation Marketing: 5 photo sharing sites for creative commons licensed images

/ Bailey Burk / Leave a comment
Save time and give proper attribution when accessing free images from the web

Without knowing where to search, finding the perfect image to complement your web content, presentation, or blog can be frustrating, expensive and labor-intensive. Thankfully there are photo-sharing sites that offer free downloads of some very well crafted photography with creative commons licensing agreements.

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How to increase your conversion rate for online advertising.

/ Bailey Burk / Leave a comment
Offer the viewer something valuable
Offering valuable content extends the engagement cycle

Historically, digital banner ads average a .05% click-through rate. So what’s happening with the other 99.95% of the viewers that see your online advertising? Mostly, the viewer already knows what is waiting on the other side of the ad — your website. That’s not to infer that your website is of poor quality or lacking content, but most aviation industry websites are electronic brochures with a “contact us” page.

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Aviation Marketing: What’s your media strategy for brand engagement?

/ Bailey Burk / Leave a comment
Mobile people-to-people marketing
In the digital ecosystem, brand engagement is achieved by continuing the conversation.

I recently attended a seminar put on by the Digital Knowledge Centre in conjunction with the American Association of Advertising Agencies. The topic for the full day event was integrated digital brand strategy.  An excerpt:

First aviation marketers should fully grasp the explosion of media channels and how that is impacting the distribution of content. In the modern media landscape brand engagement happens in three categories — bought, owned, and earned media.

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Aviation Marketing: Ryanair, the marketing brilliance behind the commodity-priced airfare

/ Bailey Burk / Leave a comment
Call it what you may, Ryanair’s marketing is shrewd and laser focused

Ryanair’s CEO, Michael O’Leary recently called his customer “idiots.” Having never had the pleasure to fly Europe’s largest low cost carrier, I was glad not to be classified as one of the above. Yet from the decidedly colloquial North American viewpoint, it is a revealing look into Ryanair’s branding strategy.

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Aviation Marketing: Customer Insights or Blinding Glimpse of the Obvious?

/ Bailey Burk / Leave a comment
Insights are not shiny objects. Many times insights are buried in the customer’s emotional connection to the brand.

Good marketers believe that customer insights form the foundation for brand strategy. Being able to identify insights about product functionality, user preferences, and emotional connection to the brand help to formulate the brand promise and gives the brand its “reason for existence.”

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Measuring Digital Display Advertising ROI

/ Bailey Burk / Leave a comment
Define what to measure before the campaign begins
Defining what to measure before the campaign begins in order to yield accurate quantifiable RIO data.

The lines between print and online advertising no longer exist. The Internet has matured and digital networks have become more sophisticated.

Today, digital display advertising effectiveness is measured mostly with ad server based metrics, as if site traffic is a direct indicator of advertising effectiveness. However, click through rates, page views, and time spent on page provide little in the way of measuring advertising effectiveness as it relates to purchasing behavior.

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