Growing Opportunities in Digital Marketing

shutterstock_175539947Digital marketing opportunities are expanding beyond just SEO, paid advertising, and social media.

For example, by 2017, 74% of all Internet traffic will be video-centric. The good news is that most aerospace marketers are already using video in their marketing efforts. But the bad news is that we are using one-dimensionally, primarily at trade shows and events. We’re really just scratching the surface of its potential marketing power.

There are so many new and creative ways to take our digital marketing in exciting new directions. Not just because they are exciting and new — but because they work.

Here’s an overview of what’s possible, and specific ideas about how to make these new approaches work for you.

Interactive content is a creative and effective way to engage and interact with your audience. Interactivity helps audiences find and engage with content that is specifically of interest and relevant to them, at the same time providing marketers with valuable insight and information about customers.

Examples of interactive content include design tools (ex. design your own aircraft livery and interior) calculators (ex. how much time or money can I save by installing your product?), quizzes and questions (ex. what aircraft upgrade will most benefit my specific operation?), interactive whitepapers or infographics (ex. show maintenance intervals and costs for every component in your product), or contests and sweepstakes. It may seem overwhelming, but it doesn’t have to be. There are numerous tools and services to help. Ion, Marketo, and Snapapp are several to consider.

Video marketing has exploded in popularity and effectiveness, with consistently high levels of engagement, and video is an ideal way to communicate the value of benefits of aerospace and defense products. From high-quality branding productions that showcase the sex appeal of an aircraft in flight, to technical pieces that explain the inner workings of a product – having the ability to show and tell your story is a marketer’s dream. Videotaping and sharing customer testimonials is also worthwhile, because trusted recommendations are highly influential with B2B buyers.

Once you have the video assets, put them to use strategically and creatively to reach a range of audiences as part of your overall marketing program.

Looking for inspiration? Check out BDN’s own newly released video program.

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