inbound marketing

Aviation Marketing: Inbound marketing essentials

/ Bailey Burk / Leave a comment
Have the right inbound marketing tools and platforms in place help build brand preference.

Aviation manufacturers are slowly warming up to the idea of inbound marketing. Progressive practitioners are realizing the benefits of improved organic search rankings, broader reach of influence, and increased brand preference by investing in a strategic inbound marketing program.

When contemplating the execution of an inbound marketing program there are business, strategic and tactical issues to consider before starting the process.

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Aviation Marketing: Investing in your brand perception

/ Bailey Burk / 1 Comment
As your brand is perceived so is your company.

In the aviation industry, brands fall into three categories – innovators, challengers and laggards. Innovative brands take calculated risk; they think big, invest smartly and understand the power of marketing. Challenger brands are smart and agile they rely on new technology and materials to disrupt traditional business models. Laggards, well are laggards. Laggard brands practice “Random Acts of Marketing” a term my colleague Paula Willliams uses to describe marketing tactics without strategy.

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Why ROI measurement for inbound marketing fails

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Simple ROI measurement for inbound marketing fail to consider the shelf life of content

Here we are in the age of “Big Data” where everything can be tracked and scrutinized. For aviation marketers is means one more hurtle to jump when trying to justify investment of marketing funds for inbound marketing programs.

Traditional RIO measurement seems very simple – take the gain of the investment, subtract the cost of the investment, and divide the total by the cost of the investment.

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Aviation Marketing: How to engineer a social marketing strategy

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Social 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.

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Aviation Marketing: Protecting your social marketing assets

/ Bailey Burk / Leave a comment
The increase in blogging is fueling trade name infringements

Recently I received a Notice of Infringement Cease and Desist letter over the blog and newsletter name Altitude Marketing.  This came as a surprise because I’d been publishing the blog and newsletter for over a year. It seems that “Altitude” when combined with “Marketing” violated a trademark registered by another marketing consulting firm.

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Aviation Marketing: Generate More Revenue by Providing a Better Brand Experience

/ Bailey Burk / Leave a comment
Exceeding Customer Expectations
Marketers can contribute to top line growth generation by providing a better brand experience at critical customer touchpoints.

Reuben Steiger, Principal at Methods New York studio, wrote an article for Fast Company Design.com entitled, “Great Brands Are About Fusing Product And Service. How Do You Do It?” In the article, Reuben identifies actionable items to create a better brand experience. Below is my interpretation of his article for aviation marketers and how a better brand experience can lead to generating more top line revenue.

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Aviation Marketing: Rethinking marketing media

/ Bailey Burk / Leave a comment
Owned, earned and bought media provide the platforms for customer engagement.

In the not-too-distant past, magazine advertising dominated aviation marketing.  The proposition from publishers was simple – we will provide the content and the readership base, and aviation manufacturers will rent space in our magazines to advertise products and services. This was a successful business model which lasted over 6 decades.

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Aviation Marketing: Inbound marketing budgets increase as cost per lead goes down

/ Bailey Burk / Leave a comment

Inbound marketing channels are proving their value in lead generation and customer acquisitio

HubSpot recently published their 2012 State of Inbound Marketing Report. Based on a survey of 972 professionals in both small (1-5 employees) and large (500+ employees) businesses, the report is designed to help business and marketers understand the current usage and results of inbound marketing.

The report identified 5 key takeaways to look for in 2012 that are important to aviation marketers:

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