Marketing

Aviation Marketing: Effective social media begins with the purchasing decision

/ Bailey Burk / Leave a comment
Its important to understand where in the purchasing process social media can deliver the greatest impact.

“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.

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Aviation Marketing: Marketing excellence requires focus and clear positioning

/ Bailey Burk / Leave a comment
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.

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Aviation Marketing: Compelling creative starts with a great creative brief

/ Bailey Burk / Leave a comment
Aviation manufacturing CMOs that take an active role in developing the creative brief are rewarded with creative work that is memorable, strategic, and engaging.

Have you ever smiled after reading a magazine ad or felt an emotional tug after watching a video and wondered where the ideas came from? The ideas came from the hard work of the creative team working in tandem with the aviation marketer.

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Aviation Marketing: How dependent is your company on Defense Department business?

/ Bailey Burk / Leave a comment
Aviation manufacturers should pay attention to product offering and customer base as defense spending is reduced.

To meet the 2011 Budget Control Act the Defense Department is going reduce future expenditures by $487 billion over the next 10 years. Aircraft component and system manufacturers would be wise to and rebalance their aviation marketing efforts by reviewing internal and external resources and planning for new customer acquisition.

In January 2012 the defense department published, “Defense Budget Priorities and Choices.” This document laid out the Defense Departments strategic guidance for budget reduction as required by the 2011 Budget Control Act. Continue reading →