Aviation Marketing: How to increase your conversion rate for online advertising

Offer the viewer something valuable

Offer the viewer something valuable

Offering valuable content extends the engagement cycle

Historically, digital banner ads average a .05% click-through rate. So what’s happening with the other 99.95% of the viewers that see your banner ads? Mostly, the viewer already knows what is waiting on the other side of the ad — your website. That’s not to infer that your website is of poor quality or lacking content, but most aviation industry websites are electronic brochures with a “contact us” page.

Online advertising is not linear

The aviation industry, with a few exceptions, is still holding on to the one-to-many communications model established in the 50’s and 60’s. It has not embraced the digital communication model of people-to-people.  Print advertising is linear – publications provide the content and advertisers rent space in the magazines to display their ads.  Publishers have taken this old model a step further and have tried to implement it on their publication websites with advertisers tagging along.  In the digital environment, publishers can provide a rear view look as to the viewers’ interests, based on analytics of how many times your banner was clicked.

Old school vs. new school

People-to-people marketing takes into account that the viewer’s time is a limited, valuable asset.  Only under certain circumstances are they willing to share it, if they are rewarded with content that they deem valuable. Therefore, it is important for digital advertisers to offer something more than a visit to their website.

Astute aviation marketers use their banner advertising to offer the viewer something valuable. This may take the form of an E-book, a white paper study, photographs of a prototype, or a thought leadership article. In exchange for this content, the marketer may request that the viewer share some information such as their name, company affiliation and email address. This agreement to share information accomplishes several things:

  • It provides the marketer with customer insight as to their interest and response to the offering
  • Initiates the first step in having a conversation
  • Captures data for future follow up engagements
  • Starts to build a relationship with the interested party leading to brand preference

I’m interested in hearing from my fellow aviation marketers. What are your strategies for continued customer engagement? Please share your experiences in the comment section below.

Additional articles that may be of interest on the topic:

Aviation Marketing: Customer Insights or Blinding Glimpse of the Obvious?

Aviation Marketing: Achieving Brand Preference through Personalization

Aviation Marketing: Digital’s Impact on the 4 Marketing P’s

Why internet advertising matters to aviation marketing

IAB internet advertising report 2011

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.

In 2011 internet advertising revenue in the United States totaled $31.7 billion surpassing cable television, confirming interactive advertising as a valid media outlet only second to broadcast television.

Digital ad formats – search and display – continue as category leaders with mobile emerging as a relevant category.

  • Search accounted for $14.8 billion or 47% of advertising revenue
  • Display and banner ads accounted for $11.1 billion or 38% of advertising revenue
  • Mobile advertising emerged with $1.6 billion or 5% of advertising revenues

With interactive advertising displaying robust growth, aviation marketers should no longer look at web-based advertising as an experiment. Leading aviation marketers are allocating a larger share of media dollars towards interactive advertising supported with the necessary resources for producing web content.

Interactive advertising craves a steady diet of new content.

When interactive advertising fails to produce the desired results, one should review the content at the other side of the click through. Delivering stale content, hard-to-navigate landing pages or content not formatted for mobile devices kills any hope of turning an interest into a conversation. Successful interactive advertising delivers content that is relevant, and encourages the viewer to take the next step to find out more or receive something from the advertisers for the time invested.

Target audiences and interactive advertising

Aviation companies that operate in the retail environment – airlines, charter services, fractional sharing, flight schools – are receiving the benefits of interactive by having their ads appear to viewers that have shown an interest in these categories. This is achieved through advertising networks that target ads to viewers through data collection.

Aviation component and system manufacturers have been slow to adopt interactive advertising because of the belief that their target audience and decision influencers spend little time surfing the web and interacting with social media sites.

However the $14.8 billion spent in the United States on search seems to contradict this belief. When projected globally, just consider Google’s 2011 global advertising revenue of $36,531 billion.

Clearly, customers and prospects turn to the web first when determining suitable solutions and new suppliers for their needs.  The financial facts alone should serve as a testimonial to the relevance of interactive advertising.

To view the complete IAB Internet Advertising Revenue Report click on the following link: http://bit.ly/NJjZvG