Aviation manufacturers that advertise are making an investment in long-term brand performance. Advertising has a multiplier effect – when integrated with other marketing efforts, it helps position and create a preference for the brand while building awareness with purchasers and influencers.
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The benefits of a well-executed corporate blog are numerous. In addition to boosting your organic search engine results page ranking (SERP) through keywords and snippets, it also builds your reputation as an industry authority.
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Aviation manufacturers are active participants on content sharing sites. Whether by design or happenstance, photos of their products are shared, commented on, and liked by people that are passionate about aviation. These sites present a ready-made inbound marketing opportunity for brands to gain a competitive advantage by creating an emotional connection with the viewers and present their brand story through visual storytelling.
Continue readingSearch engine optimization practices have evolved as search engines have made improvements to their algorithms. Sarah Skerik, Vice President, Products – Customer Experience, PR Newswire has written an informative article on best practices for writing and distributing press releases over the web. Below are my interpretations of SEO press release tactics for aviation marketing.
Continue readingWhen it comes to e-commerce, you’re only as good as your data. For aviation marketers that rely on online sales, Google has rolled out new tracking features that help identify outbound and inbound marketing tactics that are pulling their weight. Continue reading
Aviation manufacturers use functional product benefits as a means of brand differentiation. Competitive advantage is gained by offering enhanced component or system functionality. Product innovation is a good thing but innovation is a fleeting proposition.
Technology advantages are short-lived and the competition levels the playing field very quickly. This leads aviation manufacturers to try to cram more functionality into the next version of their product offering.
Continue readingBrian Heidelberger, Partner and Chair of Winston + Strawn, LLP’s advertising, marketing, and entertainment law group and Monique Bhargava, Associate in Winston and Strawn’s intellectual property department have written the article “How Brands Can Use Pinterest Without Breaking the Law.”
My interpretation of the article is that aviation marketers should be aware of potential legal liabilities when posting images to Pinterest to protect their brand from copyright infringement lawsuits. Continue reading
What can aviation marketers learn from a British entrepreneur? Sir Richard Branson has built an empire by delivering on the Virgin companies’ brand promise and exceeding customer expectations through a better brand experience.
In the digital age, brands and brand organizations live under the microscope. Fulfill the brand promise and all goes well. Exceed the brand promise with a better brand experience and customers become advocates, putting their reputations on the line because they believe in the brand.
Continue readingEveryone loves to talk over the back fence about what’s going on with their work and life. Digital platforms amplify this content and spread it across the globe. Continue reading
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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Life After Advertising 2.0 