Digital technology is affecting the 4 marketing P’s – Product, Price, Placement, and Promotion – by extending brand engagement. Adept aviation marketers are adding value to their brand by providing digital services that complement the user’s life style and the core product offering.
Continue reading
“Airlines Entertain Tablet Ideas,” published by The Wall Street Journal reports on air carriers ditching the old hard-wired seat back video systems, and moving toward wireless delivery of inflight entertainment and information via tablets. This is a growing trend and a great opportunity for innovative aviation marketers to provide a customized branded entertainment experience to an influential audience.
Continue reading
In aviation marketing, the purchase decision is often solely based on the performance specifications of a product. Each product on the market, no matter the manufacturer, will fulfill the client’s baseline need. With different products of standard utility competing for business, one way to differentiate is by manipulating the price point. Although not terribly flexible, a price can be offset by manipulating variables within the company such as service, warranty, and delivery policy.
Continue reading
Blogging with no followers is like the sound of one hand clapping. Building a following can be time consuming and resource intensive. Below are 10 tactics for gaining traction and building a solid community of followers.
Continue reading
In their Top Digital Trends Report, eMarketerTM predicts that there will be over 89 million tablet users, 53 million e-reader users and 148 million smart phone users in the United States by 2014.
If this digital adoption trend prediction is correct aviation marketers will have numerous platforms and networks with which to engage customers and prospects through out the purchase cycle.
Continue reading
The Internet Advertising Bureau (IAB) released its annual report conducted by Pricewaterhouse Coopers LLP on interactive advertising. The results are considered to be the most accurate measurement of internet/online/mobile advertising. Here are some of their key findings along with my insights for aviation marketers.
Continue reading
Successful aviation brands at their core hold a philosophy about how they will conduct their business, treat their employees and customers, and contribute to the betterment of the aviation industry. In social media terms, this is the brand’s point-of-view.
Continue reading
In the not-too-distant past, magazine advertising dominated aviation marketing. The proposition from publishers was simple – we will provide the content and the readership base, and aviation manufacturers will rent space in our magazines to advertise products and services. This was a successful business model which lasted over 6 decades.
Continue reading
“Demystifying Social Media,” published by McKinnsey Quarterly, reports on how executives can harness social media to shape the customer purchasing decision in predictable ways.
My interpretation of the report for aviation marketers focuses on where in the considered purchase process social media may have the greatest influence on the purchasing decision for aviation products and services.
Continue reading
The benefits of a well-executed corporate blog are numerous. In addition to boosting your organic search engine results page ranking (SERP) through keywords and snippets, it also builds your reputation as an industry authority.
Continue reading
Life After Advertising 2.0 