People-to-People marketing changes the approach to customer relationships.
When working with companies serving the aviation industry that are transitioning to people-to-people marketing, I stress that marketing content should be centered around two things: 1) solving customer problems, and 2) the journey through the purchasing process – because these are the two main elements of creating brand preference. Continue reading
Brand leadership requires that everyone contribute to content creation
Brand leadership is about showing and telling the world what the brand stands for.
Brand leadership is achieved by communicating brand values, thoughts and deeds. In the digital world this can be achieved by publishing content via blogs, videos and microsites that are interesting and demonstrate the brands values and commitments to both customers and industry. Continue reading
People-to-people marketing uses social media to build relationships.
Social media provides insight into the customer’s brand experience
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. Continue reading
Airlines are embracing people-to-people marketing
“The State of Airline Marketing,” published by Airtrends.com and SimpliFlying, takes a global look at innovative social marketing trends using case studies. The report identifies trends such as experiental, location-based, co-creation and social loyalty incentives. Below is my interpretation of their report with focus on people-to-people marketing trends. Continue reading
The connected customer gathers information from a multitude of online sources before coming to the final purchasing decision.
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. Continue reading
Sharing your experience with the aviation community opens the door for creating a brand preference.
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. Continue reading
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. Continue reading
Successful digital marketing requires a different mindset
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. Continue reading
Do customers want brand engagement or a moral cause to support?
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. Continue reading
Empowering customers via technology builds brand loyalty
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. Continue reading