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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The goal of aviation marketing is to influence a particular group of people to take a desired action. If you’re an airline, it’s about building brand loyalty and selling seats. For a component manufacturer, it’s about having your product specified as part of an avionics system or airframe.
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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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Kelton Reid, Director of Marketing, at Copyblogger Media’s StudioPress division posted a style guide for writing online content. Below is my interpretation for aviation marketers charged with content development.
Great online content achieves the following:
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The aviation industry is rich with valuable content; yet just a few manufacturers and suppliers use social marketing to increase the reach of their marketing programs.
Taking a snapshot of active social marketers in the aviation industry portrays the following:
If you fall into the later two categories, perhaps it’s time to do something about it.
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Jason Miller, program manager of social media and content at Marketo, posted an article to copyblogger – “Where Marketing is Going… 2013 and Beyond.” Below is my interpretation of his post on how aviation marketers can take advantage of automated marketing platforms to develop content that produces measurable ROI.
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Enterprise mobile development, the strategy and integration of mobile applications based on devise capabilities and user expectations, is becoming part of brand strategy. Applications that aid us in doing our work are providing a brand experience outside of the workplace environment.
In the aviation industry, airports, airlines and hospitality companies will benefit from understanding the when, where, and how of creating engagement and deployment apps that increase customer loyalty.
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Developing creative concepts that work through multiple communication channels is challenging. Even if the original concept was founded on customer insight, big data crunching, and support from the HiPPO (Highest Paid Person Opinion), realizing that you’re in a hole and going nowhere is tougher. People-to-people marketing is about making emotional connections and if it does not feel right, then most likely it’s the wrong creative execution.
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Today, a few innovative aviation marketers are using social marketing to extend the engagement with key constituents during the sales cycle. Relationship driven, people-to-people marketing is generating brand awareness, highlighting thought leadership, and humanizing the brand.
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Life After Advertising 2.0 