The Internet Advertising Bureau (IAB) released its annual report conducted by Pricewaterhouse Coopers LLP on interactive advertising. The results are considered to be the most accurate measurement of internet/online/mobile advertising. Here are some of their key findings along with my insights for aviation marketers.
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Successful aviation brands at their core hold a philosophy about how they will conduct their business, treat their employees and customers, and contribute to the betterment of the aviation industry. In social media terms, this is the brand’s point-of-view.
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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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Employee branding is the process in which employees internalize the brand image and project the image to customers, employees, and other constituents. Southwest Airlines’ brand image is based on:
Carolyn M. Brown pinned an article for INC. Magazine entitled “How to Successfully Rebrand Your Business.” Below is my interpretation of why rebranding is relevant to aviation manufacturers.
The aviation industry is innovation driven. However, not all aviation manufacturers embrace innovation without some sort of government mandate. If you are standing still, you are losing business and market share. Changes in the business climate require adjustment, and in some situations a complete overhaul, for business improvement.
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“Demystifying Social Media,” published by McKinnsey Quarterly, reports on how executives can harness social media to shape the customer purchasing decision in predictable ways.
My interpretation of the report for aviation marketers focuses on where in the considered purchase process social media may have the greatest influence on the purchasing decision for aviation products and services.
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The Futures Company published “Technology 2020: How the Digital World is Reshaping Business.” The report provides a framework for, and a view of, the way in which digital technology will evolve over the next decade, and helps organizations plan their response to these changes.
Continue readingStrategy&, Korn/Ferry International, and the Association of National Advertisers (ANA) recently conducted a survey of 350 senior marketing professionals across many industries to find out how the role of marketing is evolving at their companies in response to changes in the digital marketing and media ecosystem.
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In the aviation trade show world, most aviation component and system manufacturers find it next to impossible to compete for attention when the likes of Gulfstream or Honeywell dominate the landscape with giant displays and mega events.
Continue readingHave you ever smiled after reading a magazine ad or felt an emotional tug after watching a video and wondered where the ideas came from? The ideas came from the hard work of the creative team working in tandem with the aviation marketer.
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Life After Advertising 2.0 