aviation marketing

Measuring Digital Display Advertising ROI

/ Bailey Burk / Leave a comment
Define what to measure before the campaign begins
Defining what to measure before the campaign begins in order to yield accurate quantifiable RIO data.

The lines between print and online advertising no longer exist. The Internet has matured and digital networks have become more sophisticated.

Today, digital display advertising effectiveness is measured mostly with ad server based metrics, as if site traffic is a direct indicator of advertising effectiveness. However, click through rates, page views, and time spent on page provide little in the way of measuring advertising effectiveness as it relates to purchasing behavior.

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Aviation Marketing: Digital Adoption and Content Creation

/ Bailey Burk / Leave a comment
Smart phone, E-reader and tablet adoption is providing aviation marketers with new ways to connect with a diverse audience.

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.

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The changing role of Public Relations in aviation marketing

/ Bailey Burk / Leave a comment
Public Relations should be viewed as a tool for engagement and brand building.

At the American Association of Advertising Agencies’ (4As) PR conference, industry thought leaders and influencers came together to provide their views on emerging trends influencing PR in the digital age.

I want to recognize 4A’s information specialists Rebecca Samson and Christine Pelosi for pooling their impressions from the conference and drafting their original observation document. Below is my interpretation of these themes and how they could affect aviation marketers.

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Why internet advertising matters to aviation marketing

/ Bailey Burk / Leave a comment
The line between digital and traditional advertising has disappeared.

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.

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Aviation Marketing: Rethinking marketing media

/ Bailey Burk / Leave a comment
Owned, earned and bought media provide the platforms for customer engagement.

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.

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Aviation Marketing: Rebrand or renovate?

/ Bailey Burk / Leave a comment
Aviation manufacturers must change with the times or get left behind.

Carolyn M. Brown pinned an article for INC. Magazine entitled “How to Successfully Rebrand Your Business.” Below is my interpretation of why rebranding is relevant to aviation manufacturers.

The aviation industry is innovation driven. However, not all aviation manufacturers embrace innovation without some sort of government mandate. If you are standing still, you are losing business and market share. Changes in the business climate require adjustment, and in some situations a complete overhaul, for business improvement.

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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: How emerging technologies will impact the differentiated brand

/ Bailey Burk / Leave a comment
Connecting digital technologies — data, devices, screens, and sensors — will define the social experience, leading aviation marketers to customize the brand experience based on society and cultural relevance.

The Futures Company published “Technology 2020: How the Digital World is Reshaping Business.” The report provides a framework for, and a view of, the way in which digital technology will evolve over the next decade, and helps organizations plan their response to these changes.

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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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