Jason Miller, program manager of social media and content at Marketo, posted an article to copyblogger – “Where Marketing is Going… 2013 and Beyond.” Below is my interpretation of his post on how aviation marketers can take advantage of automated marketing platforms to develop content that produces measurable ROI.
Continue reading
Enterprise mobile development, the strategy and integration of mobile applications based on devise capabilities and user expectations, is becoming part of brand strategy. Applications that aid us in doing our work are providing a brand experience outside of the workplace environment.
In the aviation industry, airports, airlines and hospitality companies will benefit from understanding the when, where, and how of creating engagement and deployment apps that increase customer loyalty.
Continue reading
Developing creative concepts that work through multiple communication channels is challenging. Even if the original concept was founded on customer insight, big data crunching, and support from the HiPPO (Highest Paid Person Opinion), realizing that you’re in a hole and going nowhere is tougher. People-to-people marketing is about making emotional connections and if it does not feel right, then most likely it’s the wrong creative execution.
Continue reading
Today, a few innovative aviation marketers are using social marketing to extend the engagement with key constituents during the sales cycle. Relationship driven, people-to-people marketing is generating brand awareness, highlighting thought leadership, and humanizing the brand.
Continue reading
When developing the strategic communication plan for a brand, I always pay attention to brand positioning with regards to its competitors and how, if at all, it presents its brand promise.
Continue reading
Recently I received a Notice of Infringement Cease and Desist letter over the blog and newsletter name Altitude Marketing. This came as a surprise because I’d been publishing the blog and newsletter for over a year. It seems that “Altitude” when combined with “Marketing” violated a trademark registered by another marketing consulting firm.
Continue reading
“Commerce is about selling more products and services, but people are about desires and aspirations.”
Marc Gobe, Emotional Branding, Revised Edition
What do Victoria’s Secret and Virgin America share in common? Both understand the power of a brand culture and are able to translate that into a memorable brand experience. Aviation marketers that are seeking to define their brand need to consider a people-to-people marketing approach and understand that relevant brands are not based on messaging or logo design but on the experience associated with the brand.
Continue reading
My theory on why the aviation industry has been slow to adopt and implement social marketing is because aviation manufacturers are stuck in the mindset of business-to-business instead of people-to-people marketing.
The business-to-business (B2B) mindset is based on selling products and services to accounts. Contrast that mindset with people-to-people (P2P) where the emphasis is focused on improving the customer experience. Customers no longer measure brands based on message, but on interactions they have with them.
Aviation marketers that have successfully adopted social marketing understand that delivering on the brand promise can be done effectively on social platforms. Take a look at Jet Blue, Southwest, or Virgin America Airlines. Each one has been able to get tangible results through social marketing about how well they deliver on their brand promise.
Aviation marketers that choose to ignore the power of social marketing run the risk of becoming a second tier brand by not being able to monitor the customer experience in an unadulterated environment.
8 behaviors required to enhance the customer experience:
People-to-people marketing is the measure of brand engagement. Creating trust through conversation and helping customers solve problems builds brand loyalty.
I’m interested in hearing from my fellow aviation marketers. What have been your greatest challenges in implementing social marketing? Please share your experiences in the comment section below.
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.
Continue reading
In the aviation industry all brands have competition. A successful brand goes past the product’s functionality of features and benefits and creates an emotional connection with their customers. Understanding what drives your customers’ decision-making process provides the foundation for brand differentiation and preference.
Continue reading
Life After Advertising 2.0 