More often than not aviation component manufacturer websites are more like electronic brochures than conduits for nurturing customer relationships.
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The website technorati.com has lunched a podcast series, “Social Brands & Influencers”. Technorati interviews top thought leaders and decision makers in the social media and marketing world. Liz Brown Bullock formally of Dell Computer and now CEO of the start up SASI provided her perspective on getting employees involved in social media marketing. Below is my interpretation for aviation marketers.
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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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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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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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Darron Rowse, founder and editor of ProBlogger Tips, published an article showing new bloggers what they should blog about. While reading the article, I realized a parallel to what aviation marketers should be doing with their online advertising and social marketing efforts. Below is my interpretation of the article as it relates to aviation marketers creating content for their social marketing efforts.
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Social marketing is not free – it requires time, money, and resources
Social marketing is an all-encompassing term that covers very specific strategies and tactics designed to engage customers and prospects. When considering the addition of social marketing into the marketing mix, it’s best to review current marketing strategy and determine where social marketing will have the greatest impact.
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Aviation marketers are creatures of habit. When challenged with the myriad of digital marketing strategies and tactics available, they go back to what they know and are comfortable with – interruption-based marketing led by print advertising with media placement in trade publications.
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Social marketing tactics are designed to engage the customer on different levels and extend the relationship. However some argue that engagement is not that important and that brand loyalty can be achieved by supporting causes or organizations that make the world a better place.
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Me–Ality is a “digital sizing station” installed in 30 malls nationwide. The stations take 10- to 15-second body scans of shoppers, matching their measurements against those of in-store and online merchandise to recommend brands, styles and sizes likely to fit and flatter them best.
Airlines looking to boost brand loyalty and net promoter scores could learn a thing or two from the lead of Me-Ality.
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Life After Advertising 