In the early days of social media it was hailed as the replacement for advertising. The interruption model of advertising was so twentieth century and the permission model of social media was the darling of the new millennium.
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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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Facebook commissioned Forrester research to evaluate how marketers are building brands in the connected world. The research revealed that most marketers believed that social media was important to brand building, however their current strategies were out of sync with how customers prefer to interact with their offerings.
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Pick up any aviation trade journal and you’ll see an advertisement that reads something like this:
X-Y-Z brand provides world-class engineering solutions for mission critical aviation systems. We have the experience and capabilities to satisfy your requirements.
Visit any aviation manufacturer’s website and you’ll read this:
With A-B-C brand you’ll experience brilliant engineering and advanced technology in a DO-160 compliant gismo, combined with superior customer service.
Both of these examples are victims of “place your logo here” marketing.
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Life After Advertising 2.0 