Good marketers believe that customer insights form the foundation for brand strategy. Being able to identify insights about product functionality, user preferences, and emotional connection to the brand help to formulate the brand promise and gives the brand its “reason for existence.”
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Blogging with no followers is like the sound of one hand clapping. Building a following can be time consuming and resource intensive. Below are 10 tactics for gaining traction and building a solid community of followers.
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Reuben Steiger, Principal at Methods New York studio, wrote an article for Fast Company Design.com entitled, “Great Brands Are About Fusing Product And Service. How Do You Do It?” In the article, Reuben identifies actionable items to create a better brand experience. Below is my interpretation of his article for aviation marketers and how a better brand experience can lead to generating more top line revenue.
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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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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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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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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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Successful aviation brands at their core hold a philosophy about how they will conduct their business, treat their employees and customers, and contribute to the betterment of the aviation industry. In social media terms, this is the brand’s point-of-view.
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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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Employee branding is the process in which employees internalize the brand image and project the image to customers, employees, and other constituents. Southwest Airlines’ brand image is based on:
Life After Advertising 2.0 