For all of the decision-making benefits big data may provide, a message with a strong emotional connection is still the best solution.
As demonstrated in the recent presidential election, a simple statement that created an emotional connection with millions of voters undid big data analysis. You may be asking how did this happen and how was it misdiagnosed?
The internet is the undisputed king when it comes to assisting us in researching and identifying items we are interested in or want to purchase immediately.
This can be attributed to the basic architecture of internet search. Keywords drive search. Therefore, when we enter a search query, in return we get thousands of potential websites that may or may not provide the immediate gratification of finding the items we are searching for.
Analytics review can help sharpen brand messaging and identify your best prospects.
Email marketing can be a quick and efficient way to deliver your inbound marketing content to select groups and prospects. However, many times marketers do not fully review the email analytics to understand viewer email habits, engagement with content, and how the success of the inbound marketing efforts is affected.
Like a good pilot, aviation marketers should chart a course for identifying social media direction, measurement metrics, and business results.
The Altimeter Group published an open research study entitled “A Framework for Social Analytics”. They propose a social media measurement compass as a way to keep social media activities on course and measure social media’s impact on achieving business goals.
My interpretation for aviation marketers is that they should take a granular look at their business operations for areas of opportunity beyond marketing where social media can enhance business process and revenue generation.