“How Social Media Is Changing Brand Building,” published by Forrester Research, identifies three strategic roles that social media should play in brand building. Author Tracy Stokes correctly identifies that social media in and by itself cannot build brands but must be integrated with overall brand strategy and complement paid and owned media.
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Digital technology is affecting the 4 marketing P’s – Product, Price, Placement, and Promotion – by extending brand engagement. Adept aviation marketers are adding value to their brand by providing digital services that complement the user’s life style and the core product offering.
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“Airlines Entertain Tablet Ideas,” published by The Wall Street Journal reports on air carriers ditching the old hard-wired seat back video systems, and moving toward wireless delivery of inflight entertainment and information via tablets. This is a growing trend and a great opportunity for innovative aviation marketers to provide a customized branded entertainment experience to an influential audience.
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In aviation marketing, the purchase decision is often solely based on the performance specifications of a product. Each product on the market, no matter the manufacturer, will fulfill the client’s baseline need. With different products of standard utility competing for business, one way to differentiate is by manipulating the price point. Although not terribly flexible, a price can be offset by manipulating variables within the company such as service, warranty, and delivery policy.
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Life After Advertising 2.0 