People-to-People Marketing: Engage, Connect, Influence

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The goal for People-to-People marketing is to engage decision makers and influence their purchasing decision

If you feel a little out of touch with the whole marketing ecosystem today, don’t feel alone. There has been a seismic explosion in the channels and tools marketers are using to influence purchasing decisions. Now, effective marketing is a mash-up of traditional B-to-B and digital P-to-P strategies with tactical execution determined by company size and where the buyer to be reached spends the most time. Continue reading

Aviation Marketing: How to use #hashtags effectively

Hashtags provide short cut links to events, people and businesses.

Hashtags provide short cut links to events, people and businesses.

Knowing how and when to use hashtags can increase brand adoption

Lynne Serafinn, author of The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell, wrote an article on how and when to use hashtags on Twitter and Facebook. Below is my interpretation for aviation marketers. Continue reading

Aviation Marketing: How to engineer a social marketing strategy

How to engineer a social marketing strategySocial marketing is not free – it requires time, money, and resources

Social marketing is an all-encompassing term that covers very specific strategies and tactics designed to engage customers and prospects. When considering the addition of social marketing into the marketing mix, it’s best to review current marketing strategy and determine where social marketing will have the greatest impact. Continue reading

Aviation Marketing: 14 social marketing channels for content distribution

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Know where and how to connect with your audience.

58 Social Media Tips for Content Marketers published by the Content Marketing Institute is an e-book about selecting social marketing channels and identifying best practices of how brands use these channels to connect with their customers.  Aviation marketers should pay particular attention to aligning social media platforms with audience following. Below are findings from the e-book that are relevant for marketers in the aviation industry: Continue reading

Aviation Marketing: 10-reasons why social marketing efforts fail

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Successful social marketing requires dedicated resources and support from Leadership

Strike up a conversation about social marketing with senior leadership and chances are they will roll their eyes and tell you a story about someone posting something to a Facebook page. The reality is that very few understand how to implement or integrate social marketing within established marketing channels. Continue reading

The changing role of Public Relations in aviation marketing

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Public Relations should be viewed as a tool for engagement and brand building.

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. Continue reading