marketing strategy

Why Business-to-Business Marketing is Transforming to People-to-People Marketing

/ Bailey Burk / Leave a comment
In 1958 McGraw-Hill published the famous “man in the chair ad.” This iconic image served as the rallying cry for decades of business-to-business marketing.

Remember studying “Mass Communications” in college? Mass communications was born out of the industrial revolution when manufacturers learned to make lots of the same thing via the assembly line. Henry Ford’s Rouge Factory was the model of efficiency, producing at times more than 1000 cars a day for a growing country. The assembly line concept also caught on with marketers.

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Marketing Automation Platforms (MAPs)

/ Bailey Burk / Leave a comment
The promise of Marketing Automation Platforms is to integrate and automate marketing functions

Marketing Automation Platforms (MAPs) are receiving lots of attention in the B-to-B marketing sphere. Most of these platforms are targeted toward companies with large database records that execute the majority of their marketing efforts online. For originations that fit the aforementioned criteria, MAPs promise greater marketing efficiency, integration with sales CRM software, reduced external resource expenditures, and ROI tracking for each marketing event.

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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: Finding the sweet spot for social marketing

/ Bailey Burk / Leave a comment

Sharing your experience with the aviation community opens the door for creating a brand preference.

Darron Rowse, founder and editor of ProBlogger Tips, published an article showing new bloggers what they should blog about. While reading the article, I realized a parallel to what aviation marketers should be doing with their online advertising and social marketing efforts. Below is my interpretation of the article as it relates to aviation marketers creating content for their social marketing efforts.

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Aviation Marketing: How to start a sustainable blog

/ Bailey Burk / Leave a comment
77% of B2B marketers integrate blogging into their communication mix 

The aviation industry is rich with valuable content; yet just a few manufacturers and suppliers use social marketing to increase the reach of their marketing programs.

Taking a snapshot of active social marketers in the aviation industry portrays the following:

  • 10% get it and use it
  • 25% claim to understand it and see its value but have yet to implement
  • 65% don’t understand it or where to start

If you fall into the later two categories, perhaps it’s time to do something about it.

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Aviation Marketing: The difference between strategy and tactics

/ Bailey Burk / Leave a comment
Strategy and tactics must work together to achieve business goals

Jeriah Owyang, Industry analyst with the Altimeter Group, posted an article defining strategy and tactics by their associated actions. Below is my interpretation for aviation marketers:

Aviation manufacturers need strategic thinking and tactical execution to move the business forward. If you have strategy without tactics, then the big idea is never implemented. If you implement tactics without a strategy, you end up herding cats.

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