Aviation Technology
Article | July 26, 2022
DataBridge recently released a new market research analysis on AI in aviation, and the findings are promising. The aviation industry has relied on artificial intelligence (AI) for years. The technology has assisted pilots through machine learning algorithms to collect flight data about altitudes, air traffic management, weather, and route distance. It has enabled them to optimize fuel usage and reduce fuel costs. And now, it is going further.
AI has been cascading into other areas of aviation. Here are some trends to note from the “Global Artificial Intelligence in Aviation Market” study.
Benefitting Ground Operations
AI is extensively used in real-time support systems and air traffic control. From automated baggage check-in to facial recognition, it is powering several ground operations. These functions contribute heavily to maximizing resources, reducing labor costs, and enhancing seamlessness across different processes.
Improving Performance and Processes with Machine Learning (ML)
The emergence of AI in aviation is thanks to a surge of capital investments by key aviation players. Cloud computing is being used by many organizations as a way to consolidate processes and deal with complexity better.
Impacting How Planes will be Piloted
AI will considerably impact the future of piloting as we know it. Building on Airbus’ first ever takeoff, landing and taxi using vision-based AI in 2020, prominent aerospace tech firms continue to work on self-piloting planes or passenger autonomous aerial vehicles (AV) that will employ AI-powered intelligent navigation to fly.
Improving Efficiency and Accuracy for Manual Processes
According to aviation experts, ML digital assistants are able to process massive volumes of historical data in order to support ground staff and pilots alike. With AI’s capabilities of enabling elusive insights into patterns and complexities of data, the technology is considered ideal for aviation, where there is no room for errors.
The Path Ahead
The COVID-19 pandemic highlighted the importance of new technologies in pushing the envelope and innovating solutions. The evolution of technology will only propel the adoption of AI further into the aviation industry. With multiple use cases and brilliant results from the use of AI, the aviation industry is all set for a digital transformation fuelled by data, machine learning and precision
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Business Aviation
Article | December 28, 2021
The airline industry has been an extremely tough marketplace. It takes a lot of effort to stand out from the competitors and to run business amidst everyday challenges to become top airlines in the country or worldwide. Yet, out of all this, the airline industry has maintained its dignity and has been successfully driven through market challenges.
Aside from the unique dynamics of the current COVID-19 crisis, marketers before used aviation marketing tactics in a standard way. But, the sudden outbreak of the COVID-19 pandemic made aviation marketing exceptionally challenging for airlines worldwide to forecast demand and kickstart airline businesses in the future.
But, as of now (after a year and half months from the pandemic outbreak), there is a lot of excitement about airline branding, airline marketing strategies, airline advertisements, and more. As a result, businesses are becoming confident that revitalizing their strategies would now take off effortlessly. Yet some challenges and many other uncertainties need to be addressed regarding the fast-changing business models, travel demand, revenue generation, sales, stability, and a lot more in the restart period.
Let’s put some light on those uncertainties in the airline industry.
The Uncertainties
As per IATA (2020), the change in the airline business model creates additional uncertainty. It has been observed that the present state of the economy is the ultimate game of risk to airline revenue management and planning. This includes airline marketing strategies, airline advertising campaigns, and prospects of branding as well.
The recent shift in business patterns have been caused and triggered by various events such as:
A sharp decline in demand stimulation techniques applied by airlines
Signs of disruption entering the market in the wake of the COVID-19 situation prevailing in countries
Disruption of profitable plans for future
Changing consumer behavior
Missing data connections and collection
As a result, these uncertain events demand a call for action across the entire airline sector value chain. The call must be initiated based on creative marketing strategy, prioritizing personalization, sustainability, and profitability.
Now, the question ascends, why does your marketing team need to think out-of-the-box altogether to re-create airline marketing strategies.
Read about it next!
Why Airline Marketing Strategies Need to be Out-of-the-Box
With the changes occurring in airline market dynamics, airline businesses have to reshuffle their marketing strategies. They have to be quick as novel opportunities are continuously pouring in. Despite the current situation that has put the airline market under stress, it has provided the foundations for a range of new blue ocean opportunities. This is where you can hop on those opportunities to re-scale your business.
Therefore, the internal and external variables have to be considered in any forecasting activities of airlines, including revenue management, pricing, network, and marketing planning. In other words, game-changing strategies are born of thinking out-of-the-box—a leap into the unexpected.
Here, creating effective aviation marketing strategies will fulfill the need to pursue a new product differentiation and revenue management angle. Doing so will also instill confidence back into the base of your airline business, including stakeholders. This is how your business can become successful again.
By now, you must have understood that this is where the power of marketing in aviation can play a vital role in diminishing all the challenges. But before your marketing head towards creating robust aviation marketing strategies, you should first know about the approach of 3 Cs to make a successful marketing venture.
3 Cs to Consider While Marketing Your Aviation Business
Marketing, as per the current scenario, will require rock-hard strategic preparation. Similarly, in aviation marketing also, your team needs to ensure consistent preparation. This continuous process will help the business build progressively in a constantly changing aviation business environment and fluctuating demands.
Following this approach will help better in building innovative strategies and simultaneously exploring a wide range of possibilities.
Contrast
Before your marketing team heads to the stage of the plan, consider the assumptions bracing up in the current airline industry’s status. Then, your strategists should get hands-on to identify the possibilities to come ahead along with its results.
Constrain
Keep a look at the limitations stirring in the current airline market scenario. Then consider how the prevailing weaknesses can be converted into strengths to become successful among your competitors.
Context
To create out-of-the-box airline marketing strategies, which include airline advertisements, airline advertising campaigns, and more, you should plan to have a different context to stand out terrifically among other airline companies. In addition, marketing this way will give you surprising insights and help you emerge afterward through challenges that occurred due to the pandemic.
Now that you are aware of the critical things to consider in creating airline marketing strategies. It is time to go ahead with creating strategically planned strategies.
Here are some effective strategies discussed that would help to revitalize your airline business.
6 Airline Marketing Strategies
Introduce Loyalty Programs
The airline business is known for its range of offers of loyalty programs according to the target audience. Nearly all airline businesses create their ways to cater programs to a particular audience group or in general. However, loyalty programs work the same at the core, but to encourage audiences in the current time, you can offer different perks to them. So, be creative in creating campaigns, and you will find that your loyalty programs are capitalizing on your revenue and benefiting customers together.
Distinguish your Brand and Position Yourself
Branding and positioning have become essential for businesses operating in this pandemic time, where the market is now hugely competitive. So you have got to be quick to get your company identified by your customer base as well as the target ones.
While proceeding in this manner, your best strength will distinguish you from your competitors serving in the same area. To make your brand image outstanding, you need to study customer demographics related to airline services.
On the other hand, depending on the brand image you want to cultivate, you may need to create airline advertisements accordingly. It is because your brand will communicate a message to the worldwide population. And it’s important to consider how you want your target audience to think of you before you brand and position yourself through advertisements, social media platforms, and more. This is how you will be able to position yourself in every day changing aviation market dynamics.
Be Creative with an Airline Advertising Strategy
Out-of-the-box airline advertising strategies can help your business outshine amidst insane competition arising. It is because now you have to adjust according to the modern world scenario. Here, creative content plays an important role. Moreover, as you must be working remotely, the idea of using content marketing will massively support your advertising strategy. It would engage and inspire customers to leverage your services, and, ultimately, your revenue will take off once again.
Introduce Paid Ads
Now that you have a planned airline advertising strategy, you can also consider introducing paid ads in it. Yes! With the help of paid ads, you can target a location-wise audience more precisely.
Paid ads also help in revenue generation and collaborations. These aspects are directly proportional to the profit earned out of implementing strategies. For example, paid ads may involve videos creation on YouTube to create brand awareness on your website, landing pages, or content (articles, blogs, etc.) page. By doing this, your brand value is going to skyrocket than what was it before.
Set a Strategic Social Media Campaign
Social media campaigns are the best ways to reach your customers and target audiences under airline marketing strategies. Spreading your brand voice through different social media platforms will help you humanize your brand and deepen relationships with a larger population. In addition, other airlines use social media to reward customer loyalty, so you can also indulge in activities for the same.
For this, your marketing team should study which platforms your customer base visit frequently. Then, based on your research, you can do promotions, provide updates, make announcements, expand services or give some behind-the-scenes look of your company to customers as well as targeted audiences. It is because they appreciate participating in such events and get satisfied by relying on your company.
During an interview with Media 7, Didi Horn, Chief Executive Officer at SkyX, made a statement. He told,
“We have found that Linkedin has contributed the most to brand awareness over the years. In our business, there’s a very specific and niche target customer that we want to reach, so we don’t hesitate to invest in doing what it takes to build strong, lasting relationships.”
Marketing leaders like Didi Horn and more are becoming successful with their marketing activities on LinkedIn. Similarly, you also use LinkedIn—as one of the most influential social media platforms to spread the word about your business activities and reach out target audience easily.
Practice Influencer Marketing
Yes, you heard it right! Influencer marketing is booming in the current pandemic scenario. This is the best way of earning better ROI. Implementing influencer airline marketing strategies would help realize your business goals.
So, what goes under this marketing strategy?
The formula of storytelling through content is considered beneficial to increase airline business. Adding transparency in the strategies can also be one formula while practicing influencer marketing. Implementing this strategy will attract more audiences because they get influenced by interesting content, storytelling, company behind the scenes. This humanizes the brand altogether, giving audiences a factor of trust and loyalty.
As you have entered a completely different business scenario in the airline industry, your company needs robust marketing strategies.
It’s important to understand that change may be predictable, but growth isn’t. Business growth highly depends on all the little things you do consistently to make it happen. Since you’re competing with many other airline companies, developing a strategic aviation marketing plan can boost sustainable business growth.
Frequently Asked Questions
What is an airline marketing strategy?
An airline marketing strategy is a well-planned method in action that businesses create to fulfill goals such as boost revenue, surge engagement with customers, create brand visibility, positioning, target potential audience, and a lot more. Companies invest time and money to create a robust plan so that businesses can run effortlessly.
Why is airline marketing strategy important?
Airline marketing strategies are important for airlines to stand out firmly among the competitors, position their brand, create awareness among the existing customer base and attract more and more potential audiences through various online platforms.
What are the top 3 marketing strategies for the airline?
Although the marketing strategies involved in a business are critical, the top ones can be the following.
Email marketing
Social media
Paid media advertising
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Defense and Space
Article | June 8, 2022
Is the aviation industry finally reviving after the devastating 2020? If yes, then what will it show in the next five years?
2020 will be remembered in airline history as the most turbulent year to date. Due to the pandemic, the period brought massive changes in the airline industry—business models and customer behavior globally. As a result, regaining customer confidence and reforming business models have become a critical factor for airlines to uncloud the economic storm and remain a formidable competitor in the years of uncertainty ahead.
Technologies that were being used before the pandemic are now being studied well with vividness. The inclusion of new technologies is onboarding, which somehow sets up new aviation industry trends. These will be a timely solution to fight the ongoing economic instability and challenges pouring in.
To increase safety notions, boost business confidence, customer trust, and making airline operations more efficient, adaptability and high intelligent business outline is the new blueprint for survival and growth to happen in the next five years.
Drivers of Emerging Trends
The intention of emerging trends in the airline industry is from weak signals from a wide range of fields, including threats, technology, and potentiality to function remotely, impacting the industry’s all-over operational dynamics.
The trends are setting primarily due to the winds of change pounding the industry from different directions. Be it from technological, demographical to environmental shifts. Understanding the potential business landscape is therefore critical to ensure what the future of air travel will be.
During a study conducted by IATA, business leaders in the airline industry identified the most critical drivers of emerging trends that were probable to have an influential impact by 2035. Also, these drivers suggest bringing more and more opportunities in business models and operational models of the industry beyond 2020.
Therefore, it is the hope of all airline companies (you) that how you will be affected by future developments and how the entire business landscape will be changed by the trends discussed here. So, take advantage of the opportunities that some of these trends may give rise to.
Leading Aviation Trends to Expect
Cybersecurity
Today, the importance of cybersecurity technology in the airline industry is rising. Airlines, now being aware of the downsides of using traditional operational models, is becoming more concerned about delivering high-performance using technology.
With having well-operated cybersecurity functionality onboard, airlines are focusing on becoming more agile to scale their infrastructure. Also, in the next five years, increased connectivity between the real and virtual world, including robots, will eventually end the boundaries between virtual and physical security.
IATA’s research with the London School of Economics found that the aviation industry will invest $15 billion by 2035, thanks to connected operations.
Moreover, as cybersecurity matures, it will be seen as the most secure and scalable way of operating organizational data, and processing will be easier than before. You will have your airline documents within a secured centralized database, which will reduce silos of information that pose security risks and threats.
Biometric Technology
The pandemic, apart from bringing challenges, has helped businesses to leverage influential ideas to foster. Yes, it has made the airline industry emphasize the high usage of biometrics as a must-have technology stack. Biometrics is on the rise that can reinforce the idea of touchless operations in airports.
The airline industry forecast has laid primary focus on self-service. However, as the blend of software and technology is more in demand, applications will be more defined than before in the coming five years. The technology will allow automated checks, self-service systems using devices like mobile, tablets, and others and cover iris, face recognition, fingerprint, which will even work with PPE masks.
The industry is already making great experiences that allow businesses to conduct frictionless operations using biometric software and hardware. For example, in November 2020, Star Alliance introduced a novel interoperable biometric identity scanner platform for screening employees and passengers at airports.
AI & Big Data
Artificial Intelligence (AI) welcomed massive opportunities in transforming aviation business operations amid the ongoing crisis. This technology in the airline industry has immensely aided companies in collecting data and forming a virtual assistance environment for queries, enhanced logistics operation, security, and self-services with highly augmented reality.
A market survey reveals that 97.2% of the aviation companies are installing big data and AI together. In fact, 76.5% of airline companies are gaining the value of data collection with the help of big data and AI. Source: resources.vistair.com
AI is also being set up in terms of safety improvement initiatives and potential safety issues. In this case, Southwest Airlines partnered with NASA to build an automated system capable of preventing potential threats and breaches by using machine-learning algorithms.
Green Technology
Green technology is one of the upcoming trends in the airline industry in the next five years. The prediction is it will make novel changes in the airline industry from various directions like the workforce, shares, stakeholders, and governments.
In the green tech concept, it is the generational shift and advancement that may head the change using new tools. These would bring in notable opportunities beyond 2021.
If you observe, the pandemic has driven the agenda of sustainability in terms of climatic conditions. And you will be surprised to know that aviation has already put up a serious concern in its fossil fuel usage by 2035. Even aircraft manufacturers have begun their journey with green technology.
To clarify this, the main objective of sustainable development for the coming years is decarbonization and green technology investment.
Aviation companies like Japan Airlines and IAG are investing to bring net-zero carbon emissions by 2050, and by 2045, they aim to achieve carbon neutrality. And these, of course, are happening quickly due to digitalization.
Expecting a Sustainable ‘DIGI-TECH’ Future
As the pandemic brought downturn and slowdown in the airline industry, they have prioritized investing in digital by recognizing its importance and the optimum necessity. It is because it will be one of the significant ways for you to bring customers back and show your potential to endeavor services in a changing industry landscape.
So, technology and digital together must be supported that respects businesses’ need to invest in multiple areas of functionality. On the other side, revenue management goals also need to be focused on to gain success among competitors. And following the path of trending digital platforms will make you victorious over revenue management performance objectives. In this way, you will be in the skin of the game and would observe your company rising through the challenges over the coming years.
Frequently Asked Questions
What are the topmost technologies that will define aviation beyond 2021?
The technologies—3D printing in manufacturing, automation, and robotics are the topmost that will define how the aviation industry will be beyond 2021.
How is technology being used in aviation?
Airline operators use technology to market their services and products, advancing their software to leverage functionalities like biometrics, automation, cybersecurity, AI, big data, and more. Also, technology is being used to make safer airport operations like touchless checks to make safe for passengers.
Will the aviation industry overcome challenges?
Up until now, globally, the aviation industry is maintaining positive growth, despite prevailing challenges due to COVID-19. Technologically, it seems that the industry will foster slowly and gradually. Yet, there is sluggish growth economically due to high jet fuel prices.
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Business Aviation
Article | August 31, 2021
Let’s be honest!
Customers support advertising. But they seek out information.
In a marketing world where advertising reigns, aviation customers want well-researched, proficiently crafted informative content that tells stories, explains products, and helps them make smart decisions.
Content: Builds Credibility and Influence with Information
When you make a decision, you seek out the most credible sources of information available on the internet or off the net. However, for many aviation consumers, content types like publications, blogs, whitepapers, and other high-quality are the most preferred to read.
A consistent flow of information maintains the credibility of your publication and communication with your clients, customers, or stakeholders. This can only be possible when you have a good content marketing strategy.
Good content marketing, as marketers say, is an all-hands-on-deck affair. Strategizing, content production, analysis, audits, and reviews play a vital role in creating great content marketing ideas. In addition, you need to coordinate with different departments to meticulously create a plan of action that hits the right audience at the right time with an accurate message.
But remember, even if you plan it in the right way, things can go wrong. And you might feel that nothing more can be done, even having perfect airline marketing strategies.
So, in such a moment of disparity, for your aviation marketing, it’s helpful to revisit some of the most amazing content marketing strategies successful stories out on the internet to get inspired and give a new perspective to your next content marketing ideas.
Content Marketing: Stories
Let us have a look at the excellent content marketing success stories. The following examples showcase the suitable approaches you can have for your next content marketing campaigns. So, take a look and learn to craft a better strategy.
JetBlue’s Campaign Towards Passenger Concerns
The airline industry has had its share of ups and downs in executing airline marketing strategies and airline advertisement plans since the pandemic outbreak in 2020.
Under such conditions, low-cost airline JetBlue showcased its brand stand above all these struggles. Their content marketing strategy that creates compelling, engaging, and informative content consistently helped convey the brand message to the audience and build brand image.
The Strategy
JetBlue’s content marketing ideas focus on humanizes its approaches. For example, the company launched a campaign that awarded passengers with rewards points.
The airline’s digital marketing strategy, at every level, has a unique way of providing information to its audience and offering solutions. This way, it offered the clients more reasons to engage with its brand. The brand used blogs and media coverage to engage with its clients. Here are the following content strategies it used:
Timely published airline articles attracted instant attention of visitors to the website. The information provided in the article was about the usage of technology and successful collaborations to ease the operations.
Filled the website with timeless articles that served information to overcome the pandemic challenges and provide value in real-time.
Always tried to go with the trends, latest news, and updates. As updates were in time, it maximized clicks and engagements.
The Outcome
Content published and strategies implemented successfully enabled JetBlue to acknowledge their audiences’ concerns. The information provided solved the persistent problems of the audience. This approach resulted in a significant hike in the percentage of website visitors, which eventually grew traffic.
Copa Airlines’ DotDigital
Copa Airlines, like other airlines, also wanted to streamline the operational processes allied with content marketing campaigns, emails to target the most of audiences, and stabilizing its market position. It was all because the manual process took up a long time and contributed to accuracy errors.
As part of its recovery plan, it also wanted to become more agile in its email and content marketing by synchronizing the gap between website visits and email triggers to focus actively on capitalizing on the demand.
The Strategy
Copa Airlines’ partnering with dotdigital, a marketing and engagement platform, successfully implemented the campaigns. It focused only on active audiences and accurately understand the purpose. By employing powerful content creatives to create and automate email copies with variations, it was able to restructure the process and added personalization that subjected audiences’ demands and preferences.
The Outcome
Copa enhanced its brand visibility, which boosted conversions by 2%. This result led to a 14% hike in revenue, thus improved its ROI.
With the addition of automation and personalization, Copa also experienced an 11% drop in unsubscribe numbers. This pointed towards the increased engagement of audiences with the new content marketing strategy.
AirAsia’s Media Business Expansion
AirAsia’s topmost concern towards its business expansion was content marketing, media, data, and adtech. The brand wants these functionalities to perform on the top in revenue growth and lift its performance in 2021 & beyond.
To grow its business, it focuses more on engagement and providing value to its audience. It seeks to build a more substantial base of audiences than before. Since early 2020, the brand accelerated its digital business by demonstrating product offerings through blogs, video, and chats. The content information provided through the content marketing strategy was more authentic, relevant, and delivered significant value to customers.
The Strategy
The brand runs campaigns using self-service adtech and content platforms. The company has a deal with Universal Music Group (UMG), through which it created RedCarpet that focuses on smart campaigns with the help of content creation capabilities.
The Outcome
The critical part of the RedCarpet initiative is it created multiple partnerships signed for the upcoming quarter of 2021. It also introduced flexibility in tech offerings to the customer through various content generation on its website and social media channels. But, most importantly, the brand took a step ahead to enhance content services as a publisher. This is a new investment straightaway to become the pandemic warrior in the airline industry.
The brand envisions surged engagement among customers and potential audiences once travel restrictions are lifted. Thus, AirAsia’s database will have more users in the coming years.
Frequently Asked Questions
Why is the need to educate audiences in the airline industry becoming necessary?
Today consumers are becoming smart. They are saturated with businesses offering the same repeated product or service. So, being educated help them to make informed decisions. And creates loyalty towards the brand along with a long-term relationship.
How can content marketing help to address target audiences in the airline industry?
Content marketing can help in addressing the queries of the client at various levels of the process. This strengthens a positive outlook towards the brand and probably motivates them to become part of the brand.
How to use content marketing to increase brand image in the airline industry?
Follow these steps to increase your brand image using content marketing:
Create a brand that tells a story about offerings to the audience
Research on the unexplored side of your industry which is still untouched and thus attract eyeballs to drive your brand
Think of expanding content created out of your research
Create evergreen content pieces
Create a live website and include the easiest ways for visitors to approach
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Create evergreen content pieces
Create a live website and include the easiest ways for visitors to approach"
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