General Marketing Insights

Aviation Marketing Consulting Blog Named to Feedspot Top 50 Aviation Blogs

The Aviation Marketing Consulting’s Blog has been chosen as one of the Top 50 Aviation Blogs by Feedspot.

Blogs are ranked based on the following criteria:

  • Google reputation and Google search ranking
  • Influence and popularity on Facebook, Twitter and other social media sites
  • Quality and consistency of posts
  • Feedspot’s editorial team and expert review

Feedspot lets you read all your favorite blogs in one place. Check out the complete list here:  http://blog.feedspot.com/aviation_blogs/

Have Cell Phone Will Travel… On Private Jet Charter, Naturally.

The Digital Age for Air Travel Has Arrived. Buying a Ticket (even an e-ticket) is So Old School.

Today you can simply go to an app on your cell phone and book a seat on a private jet or charter the entire jet for a flight, if you like. It’s all part of the digital explosion that links service providers with frequent fliers any time of day, any day of the year.

Before you go downloading the apps – these services are not for everyone, many require hefty membership fees and the price of flying on a private jet is usually much more than a first class airline ticket. The advantages, of course, are speed, privacy and convenience. Flying privately eliminates long security lines, airport traffic delays – even the possibility of lost or stolen luggage.

Private jets give you door-to-door service with access to thousands more airports across the world than commercial airlines fly to. All you have to do is find out which service offers the best deal for you and your needs.

So Who Are You Gonna Call?

The number of air  has ballooned in the past several years.  No two have the same pricing structure or membership costs.  Most do not own or operate aircraft, but provide access to those who do. Here are some of the most notable charter booking services, their websites and a comparison of their offerings:

JetSuite is a California-based private jet charter company, which does not require private membership, though you can request SuiteKey membership if you like with a pre-paid account. Their fleet consists of Embraer Phenom 100s and Cessna Citations. Unlike many Jet charter companies, they offer guaranteed online pricing to more than 2,000 airports. They also offer WiFi-enabled flights throughout North America. Jet Suite offers customized itineraries for those in their membership program as well as empty leg flights with special “next-day” deals. What’s an empty leg? It’s the transport leg the aircraft needs to fly to begin or end a charter flight. Rather than fly the jet empty, you  can hitch a ride, often for a fraction of the operating cost of the charter flight. Empty-leg deals are the most economical because you’re basically flying to a destination the jet charter has to bring the jet to anyway. JetSuite advertises seats starting at $99.

JetMe is the Priceline of charter jet online services. Their non-member app allows you to name your own price. Of course, they will provide suggested prices, too. Once you pick your price range, JetMe puts you in contact with the charter broker or operator to work out the final pricing with them. How likely are you to get the flight you want for the price you bid? That depends on how low the bid. The lower the big, the lower your chances of snagging a jet.

Fly anywhere, anytime, All is takes is an app, a membership fee and a healthy bank account.

Fly anywhere, anytime,
All it takes is an app, a membership fee and a
healthy bank account.

JetSmarter is a membership traveler service that allows users to book a private jet from a mobile app. JetSmarter claims to have access to the largest private jet marketplace in the world – 3,000 aircraft according to founder Sergey Petrossov. Your choice of aircraft ranges from King Air turboprops to Boeing 767s.

Membership is roughly $3,000 to join and around $9,000 per year. You can book a whole jet to take you just about anywhere. You can also select a service they call JetShuttle, which allows you to search for a flight that is already scheduled and may have spare seats available. The app becomes most economical when you book a seat on an empty leg.

Beacon was centered in the Northeast with a one-time $1,000 initiation fee and a $2,000 a month usage fee. Despite its white glove services, Beacon fell prey to regulatory and overhead costs it could not overcome. Beacon closed shop in April 2016. We mention it only to remind you that not all of these services succeed.  They are subject to regulations and to costs, which could cripple their chances of success.

BlackJet is a Florida-based service that is actually backed by original backers of Uber. The service requires a $5000 annual membership fee but it does allow you to purchase a seat rather than the entire plane. Of course, that seat could run you $6000 but that’s still cheaper than a whole plane. In the past several months, BlackJet has been grounded and restarted again. Much of this is due to financing problems. Whether it survives or goes the way of Beacon remains to be seen.

Blue Star Jets is a booking service that claims access to over 5,000 planes worldwide and operates in an Uber-fashion. They offer one-click reservations and a 24/7 customer service organization – they say they can book you anywhere across the globe in just 15 minutes.

imgresPrivateFly lets users see competitive quotes and aircraft, so they can comparison shop and the ability to choose both aircraft, as well as airports. PrivateFly claims to be a global booking service and the fastest growing private aviation company in Europe. The company claims they can get you in the air within one hour.

SkyJet is a New York based charter service that charges by the hour. About $3000 for a light jet, $4000 to $4500 for a mid-size jet and about $7000 for a large cabin jet. SkyJet does not offer long-term commitments and has been known to provide empty-leg seats.

Surf Air is a California based service that owns its own fleet of aircraft. You can purchase unlimited flights from $1950 a month – fly as much as you want but must make two reservations at a time.  Surf Air also provides Group Memberships for companies. Some days they launch as many 90 flights. Surf Air operates single-engine Pilatus PC-12 turboprops and is mostly a West Coast based operator.

Victor is booking service that is Uber-like, but worldwide. Use its one-touch mobile booking app, and as many as 7,000 jets are at your disposal. They claim they can get you airborne in a couple of hours. You also get real-time pricing and price comparisons to help you make an informed decision. Victor is based in London and allows you to book any size aircraft from a turboprop to a full-size Boeing or Airbus.

Wheels Up is a private aviation start-up that sells memberships and on-demand flights. It has two kinds of membership programs: Individual/Family and Corporate. Individual Family members pay an initiation fee of about $17,500 and fly at an hourly rate of about $4000 an hour.  Corporate membership starts at around $30,000. Wheels Up guarantees pricing and flies King Air 350 and Cessna Citation Excel aircraft.

Note: You should be aware that with some booking services, there may be addition fees that are not included in the price, such as airport fees or landing fees, which are separate from your negotiated price. Best to read the fine print before boarding.

The Last Word: Choose Your Options Wisely.

You can still choose to go direct to tried and true jet charter companies like NetJets and Avjet for your private aircraft needs. They tend to have programs that essentially make you a fractional owner in their fleet.  They, too, offer online and phone booking, but you are flying them exclusively. Their prices are usually fixed and you will be booking their aircraft, not just a seat.

In the end, it comes down to need, budget and availability. Choosing a mobile booking service may be right for you, becoming part of a jet charter service may serve your needs better. The truth is there are lots of options out there – more than we have covered here.  Some of them are global, some are regional. Do your homework and crunch your numbers and you can turn your cell phone into your own personal airline. Otherwise, do what the remaining 99% of us do, book a flight, drive to the airport and grit your teeth.

Where are the Best Marketing Opportunities for 2016?

Aviation Marketing Trends

Here is our road map to the top aviation marketing trends for 2016

The start of a new year is a smart time to re-evaluate your aviation marketing strategy, looking back on what proved successful, but also forward to what new trends look promising. Some marketing trends play themselves out in a matter of months, while others stick around for years. Either way, you cannot afford to stick your head in the sand, like the proverbial ostrich, while your competition takes off and soars ahead. Trends are changing so quickly in the digital landscape that those who do not participate could find their wings clipped.

Many of the trends we highlighted within the last year are still going strong: mobile marketingsocial mediaintegrated marketing – so this year’s may look familiar. Visual marketing continues to be important as businesses fight for their share of fragmented attention spans. Mobile isn’t going anywhere (with a few new developments we’ll discuss), and businesses will keep producing useful content to provide more value to their customers.

Now let’s look at what’s new for 2016.

  1. Optimize for mobile

In case you haven’t noticed, many pilots have gone mobile. They take along iPads and iPhones into the cockpit, and if they’re not surfing on them for the latest flight conditions, they’re certainly utilizing flight apps like ForeFlight. It should be no surprise then that mobile has now officially become the dominant channel through which people access the internet. Mobile digital media time (51%) has now overtaken desktop at 42% according to eMarketer. That means aviation marketers that are not optimized for mobile viewing will be at a distinct disadvantage. This also will have an impact on . . .

  1. Location-Based Marketing Continues to Innovate

Mobile devices are the gateway to instant and effective marketing messages. Every consumer with a mobile device in hand is a target for messaging that is triggered by beacon technology. Retail and other “brick-and-mortar” businesses that have these beacons in place can detect when a customer is in close proximity and can then push timely, targeted messages to that customer. It’s a little “Big Brother is watching” and customers may be initially turned off by this privacy issue. However, as this mode of marketing becomes more prevalent and accepted by consumers, it offers businesses with physical locations some tremendous marketing advantages – like reminding a first officer in the pilot’s lounge that the FBO’s Pilot Shop is running a special promotion on headsets! 

  1. Context Behind the Content

Google is getting finicky about recognizing good content. It is not just about the keywords anymore – the context behind the words and the value to the consumer is more important. Well written web content will become a major driver in 2016. If you keep bringing pilots back to your site for information that matters to them, they’ll keep coming back to you as a source they can trust. Trust is priceless in the aviation marketing business because it’s an emotional trigger that reassures pilots and other aviation industry consumers that they’re dealing with people who know their business and understand their needs.

  1. Social Media Drives Search

Social media channels are now being used to drive search to a large degree. Google has started indexing social media content so it is more important than ever to make sure your business maintains an active profile across all channels. Today’s aviation professional also uses social media to conduct research within the platforms themselves, sometimes even bypassing Google altogether.

  1. Mobile Apps Keep Evolving

Mobile apps are still another mobile-friendly addition to increase your online presence. You can get a DUAT app for you phone and you can buy lots of other mobile apps from Sporty’s online. Google already includes content from apps in its search results and today’s aviation industry workers continue to download and access apps on a daily basis. More and more aviation businesses are seeing the value of creating customized apps for their client base, to generate customer loyalty and making transactions easier. Mobile app store revenues worldwide are projected to grow to $76.5 billion in 2017 according to Statista. This data points to a move from the mobile web to mobile apps, especially for ecommerce.

  1. Pop Ups Drive Conversion

New data shows that pop ups are an effective tool for driving email sign-ups with an enticing call to action. When used in the wrong context or for a hard sell, they can be annoying and intrusive. But when properly executed, pop-ups can work very well and furthermore can’t hurt. The more opportunities for email capture on your site, the better. We suggest you do your own testing and find out how it works for you.

  1. User-Generated Content (UGC) Will Surpass Branded Content

Using content created by customers of your brand adds a more native feel to your marketing. Many consumers, especially new Millennial pilots, look for user-generated content to help them make purchasing decisions. According to bazaarvoice, over half (51%) of Americans trust UGC more than other information on a company website (16%) or news articles about the company (14%) when looking for brand information. Make sure to put consumer opinions and images front and center on your website and social media channels.

Conclusion

In general, advancements in technology will bring aviation marketers closer than ever to their aviation consumer in 2016. The user experience will become ever more important in how aviators and all aviation professionals receive messaging and interact with brands. The technologies that make this possible will take center stage, helping those in the aviation marketplace tell more cohesive brand stories (and at the same time more personalized), everywhere their customers are. And thanks to today’s skeptical, connected consumer, those stories will have to be rooted in transparency and authenticity – your aviation customers will see through anything else as though it was as transparent as air.

Even in the Age When Marketing is Dominated by Big Data… Creativity Still Wins the Day.

In the marketing world, you can be timid as a lamb or as courageous as a lion. You can do what everyone else is doing or you can muster up some chutzpah and establish a new and dynamic marketing direction– rather than following, you can lead the way by tapping into your Creative Courage.

What is Creative Courage? It’s the willingness to risk going outside the accept norm and put yourself out front and exposed. In many ways, Creative Courage is like asking someone on a date. There is always the risk of being rejected, but if you never ask, you will probably never go on a date.

Creative Courage doesn’t end the moment someone says yes to your invitation. Now you must start thinking about how you’re going to present yourself – what you’re going to wear, what you’re going to talk about, where you’re going to go. In other words, you’re working out your first impression. If you make a good one, it could be a lasting one. Welcome to Advertising 101.

If you’re boorish on your first date, you’ll make an impression, but not for the right reasons. Worse yet, if you’re ordinary and boring, you’ll be quickly dismissed and easily forgotten. If, however, you make a positive and unforgettable impression, you’ll not only be remembered, you’ll get a second date. That is Creative Courage and it is what separates the suitors from the losers, the market leaders from the market followers.

But wait… why not rely on Big Data to help make the right impression?

It’s true, the world of marketing is enamored with Big Data these days and in Big Data terms you’re no longer going on an ordinary date with your target audience, you’re going on a date that was made via an online computer dating service.

You have reams of information about possible partners – all you have to do is plug in the data and the outcome of your perfect date match is ensured by the comforting cradle of crunched numbers. Or is it?

Sydney Finklestein in a 2013 piece for the BBC entitled, “What would Big Data think of Einstein?” reminds us that “Big Data should not be confused with Big Ideas.” Mr. Finklestein goes on to explain that it is from Big Ideas, not Big Data, that we achieve breakthroughs. He points out that in a world driven by Big Data, Einstein’s theory of relativity would have been dismissed because it would not have been supported by the data of his time. In other words Einstein’s big idea was too big for the data of his time.

A recent Fast Company article states that “…managers mistakenly think that insights will “reveal themselves” in the oodles of data that pours out of their computers. They believe that simply gathering more data will help create focus out of chaos… They forget to ask a very simple question, “What is the crucial problem that we solve for our client?”

According to Fast Company, you actually need very little data to figure out why your customer needs you. Likewise, all the data that suggests that you and your date should be compatible goes out the window if the date doesn’t find you appealing and interesting. Or to put it another way, they decide to look elsewhere for what they need.

A Big Idea could come out of Big Data but Big Data cannot create a Big Idea.

Fast Company states that while inside organizations. “1% demonstrate their prowess with data-driven analytics, the remaining 99% feel out of the loop and unable to contribute. Unfortunately, the most creative people are in this bigger pool—the dreamers, storytellers, and myth-makers who say the things that others cannot, or will not, say.”

In other words it’s the people with Creative Courage, like Albert Einstein, who change the world, not the data geeks who keep track of things as they already are.

Long term relationships. Not one night stands.

Now that we’ve established that Big Ideas come from Creative Courage and not necessarily from Big Data, how do you know you have a Big Idea? Here are a few Big idea traits to look for. Big ideas are simple and easy to understand, they include your brand’s unique selling proposition (USP) and they’re adaptable across different mediums and tactics. Don’t let their simplicity fool you, they don’t come easily. The only thing about them you can be absolutely certain of is they’re worth every ounce of blood sweat and effort you put into them because they yield great rewards. How can you spot a Big idea? Legendary ad man David Ogilvy has a simple formula.  He suggests you ask yourself these questions:

  1. Did it make me gasp when I first saw it?
  2. Do I wish I had thought of it myself?
  3. Is it unique?
  4. Does it fit the strategy to perfection?
  5. Could it be used for 30 years?

30 years! While nothing seems to last more than 30 seconds in the new age of digital advertising buttressed by Big data and ever changing trends, the one thing that can pass the test of time is the Big Idea! Why? Because even in today’s conversation-driven, pull, rather than push world of instantaneous digital marketing, the advertiser still has to start the conversation – still has to woo the target audience, still has to establish who they are and still get noticed. Nothing does all that better than a Big Idea.

Belle of the Ball. Or Wallflower?

Perhaps it’s time for a real example of how a Big Idea can change everything. Insurance advertising used to be pretty ho-hum. Nothing sexy. Nothing outrageous. Nothing noteworthy. Then came Geico.

Geico had a dilemma, they wanted people to sign up, file claims, and do most of their business online instead of going to a brick and mortar office. They had to make it seem easy, especially at a time when not as many people used computers as they do today. Research (that’s where you used to get Big Data in the Jurassic Age) told Geico there was significant resistance to this notion, but Geico knew this was the future and it would streamline its business.

They could have delivered their message in any number of traditional ways. They chose instead to do it using Creative Courage. The result was the Caveman campaign.  “So easy a caveman can do it” was conceived with wit, humor and panache. The cavemen in the commercial didn’t like it much, but the rest of us laughed.

Big ideas are as simple as cavemen.

Instead of being another wallflower at the dance, Geico became the belle at the ball. People couldn’t get enough of their cavemen. They talked about it, even anticipated the next caveman spot. Suddenly Geico was seen as an approachable company with a sense of humor and a great message. Geico’s Creative Courage changed the way people thought about insurance, even how they spoke about it. It changed the conversation.

Alflac followed suit with a slapstick duck that quacked the company’s name at every opportunity. The Aflac Duck then begat Allstate’s “Mayhem” campaign which begat the Liberty Mutual “We’re only human” campaign, which led to Progressive’s Flo character and most recently to the off-beat ads from Farmers Insurance. Now every insurance company wants to put humor into their advertising. Ironically, this brings us back to our original point, if all the major insurance companies employ humor – then is insurance advertising becoming formulaic and less effective.

But everything’s different now! Isn’t it?

Today advertisers are armed with statistics like never before. The problem is statistics alone can’t start the conversation with your audience or keep them interested in your message. That takes creativity.

Another fabled ad man, Ed McCabe, once said, “Creativity is often the last remaining legal means you have to gain unfair advantage over the competition.”

If this is true why is so much of the advertising we see so uninspired, so uncreative and so mundane?  The answer is simple. The people involved in it lack Creative Courage.

Does Aviation Marketing have Creative Courage?

Much of aviation advertising looks the same: product, list of features, plane on tarmac and some unimaginative copy. Why? It’s safe, doesn’t stir up controversy (or emotions) and it covers your tail when it flops. If aircraft designers were as conservative, we would never have gotten past the Wright Flyer!

There are, however, some aircraft ads that have stopping power and it is usually because they break out of the formula.  The result is always a noticeable bump in the company’s public awareness and stature.

Cessna took on its critics while others capitulated.

Cessna took on its critics while others capitulated.

After the public relations debacle around use of corporate jets during the 2008 recession, Cessna did not back away. They took a position of leadership in their advertising, reminding their customers that they hadn’t gotten as far as they had by backing off or being apologetic. Cessna wasn’t going to be that way either. They portrayed corporate pilots, jet owners and others in the industry as heroes, visionaries and champions of free enterprise. Cessna was bold at a time when it the conventional wisdom was to keep your head down.

eurocopter3

Use of an atypical visual provides eye-catching stopping power to ads

Eurocopter advertising is another example of an outside-the-box approach. Instead of beauty shots of their helicopters in typical settings, their copters sat atop serving trays or landing on the tip of a ballpoint pen. Certainly not what was expected but it did garner attention and raised awareness for Eurocopter.

There are, of course, many ways to break the mold.  The important thing is that you have the courage to break the mold in a unique and memorable way.

Here are some tips to keep in mind developing an advertising message that is interesting and engaging (and this includes your websites, e-blasts, YouTube videos and blog posts):

  1. Keep it Simple. Less is better. One clear, compelling message has more impact than a jumble of confusing offers and benefits.
  2. Stopping Power. Make your ad visually strong. You only have a nanosecond to capture your customer’s attention and interest. Miss the chance and the rest is academic.
  3. Good advertising communicates quickly and convincingly. Consumers won’t spend the time trying to figure out a convoluted messaging.
  4. What’s In It For Me? Customers want to know the benefit for them, not what’s important to you. If your headline is about your 25 years in business, who cares?
  5. Frequency Matters. Your ad needs to run frequently to make an impression. Remember the dating analogy – you’re more likely to date someone you’ve interacted with a number of times and have positive feelings for. Research says consumers must see an ad at least three times to make a lasting impression and at least seven times to make a sale.
  6. Size Matters. Two-page ad spreads have more impact than single page ads; single pages are more noticeable than fractional pages. In the digital world, pay attention to how your message fits on screen. Ads should work just as well on smaller mobile screens as well as larger desktop monitors.
  7. Color Matters. This is a no-brainer. When was the last time you deliberately turned off color on your TV and watched in black and white? Probably never! The human eye is attracted to color and it increases the effectiveness of your message.
  8. Be Bold, Be Different. Safe advertising is the riskiest because it wastes money and is ineffective.
  9. Track Results. Today you have more ways to track than ever. Your website is a great way to track results. Make sure it’s included in your messaging, as well as your phone number – double check both are correct.
  10. Budget Realistically. Most advertising fails because it is underfunded. You can’t fly across the Pacific Ocean with half a tank.
  11. Use Humor. Entertainment is the key. It makes your message memorable and likeable. (Remember the cavemen, the Aflac duck, Mr. Mayhem!)
  12. Sex Sells. But it has to be tasteful and appropriate. Like we mentioned earlier, if you’re boorish, you’ll be remembered for the wrong reasons. Be sexy but tasteful, like Victoria Secrets.

One more thing…

Don’t just look at what people are doing in your industry. That’s too myopic. Look at what other industries are doing in their advertising and their market messaging. Steve Jobs was constantly looking at what was trending in design as much as what was trending in computers. It helped him create a cache and a vision for Apple that was unlike that of any other computer company.

There are terrific examples of breakthrough ads in print, TV and on the web.  Find them and learn from them.

Remember if you show up for your date wearing the same blue suit everyone wears (because data shows 99% of men and women prefer blue suits), go to the same restaurant in town everyone else goes to (because data suggests 99% of people prefer Luigi’s) and spend the evening being boring, unimaginative and safe … how do you think the evening will turn out?

As Sydney Finklestein’s article states, “In business, big data doesn’t necessarily drive out creativity; it’s just that its scientific imprimatur makes it very hard to argue going the opposite way… sometimes you need to break the rules to create anything new.”

So be courageous my friends … show your Creative Courage.

Unresponsive Websites Prevent Marketers From Reaching Vy.

Google Wants Responsive Web Design

Google is forcing all digital advertisers to become multimedia conscious

Aviation companies are subject to lots of external forces — weather, traffic, regulations, fuel price increases, pilot shortages, labor disputes etc. Now, they have another issue to deal with – Google. The problem is Google has the power to hurt your aviation business by stifling your online visibility to your target audience. Less visibility means less awareness and less awareness – well, you get the idea.

What’s Google doing that is a concern for aviation companies?

Google announced that they were giving all their advertising clients until April 21st of this year to make their websites and other digital marketing platforms “responsive.”

What are responsive websites? They’re websites designed to look great no matter what device you view them on, from older CRT monitors to the new widescreen LEDs, including iPads, iPhones and Android tablets and smart phones. Websites and other marketing messages based on unresponsive designs only look good on larger desktop screens and when they are viewed on cell-phone-sized screens they either look terrible or they shrink so much they become illegible.

What happens if you’re “unresponsive” to Google’s new regulations?

Google will begin to penalize their clients whose websites are unresponsive by downgrading their SEO rankings on mobile devices. SEO stands for Search Engine Optimization, which is a process used to improve how high a website appears in the search results found in Google (as well as Bing and Yahoo). That means a search term that used to put your website at the top of Google’s search rankings may now sink you to a lower altitude on the rankings if your website has an “unresponsive” design.

Remember, Google is first and foremost a search engine.  It is designed to search the web for requested search topics and bring a list of appropriate websites back to you. In the process, advertisers related to your search topic will appear at the top and right hand column of your search results. They appear in a pecking order relative to how much they bid for top position AND by the appropriateness of the content they provide (including if the website is responsive or not).

Naturally, it’s up to the advertiser to make sure his or her messaging is clear and intriguing, but if Google penalizes you for not having the proper responsive programming, your company is going to get a lower position even if you bid higher than a competitor.

That’s because now only the responsive websites will go to the top of the list when a search is done on a mobile device. Furthermore, better designed websites will get preference over poorer designed ones, too, because the better designs will be easier to read, easier to navigate and will create more clicks and dollars for Google.

Not Just For Google AdWords Customers

Google’s responsive website mandate is not limited to those who use Google AdWords. Non-responsive websites will also be affected in Google’s organic (non-paid) results on mobile devices. And while Google has stated that this latest change will limited to mobile devices, don’t be surprised if lacking a responsive website doesn’t negatively impact your SEO ranking on desktop computers in the near future.

Why aviation companies should be concerned:

In case you haven’t noticed, the web is in a constant state of flux and change. What was all the rage yesterday is old news today. The introduction of smart phones back in 2007 caused a paradigm shift in digital marketing.  Seven years into this change the effects are beginning to become seismic.  Here are some of the facts you should know:

  • The number of smart phone users will surpass 2 billion by the end of 2015 and by 2018 half the world’s cell phones will be “smart;” this year alone mobile traffic is up 3.5%
  • Smart phone users are impatient: 74% of them will only wait 5 seconds for a website to load
  • 72% of data users use smart phones when traveling; 64% when dining; 63% in online stores
  • 57% of users do not recommend non-mobile-friendly websites to other users.

All of this is bad news if your website is unresponsive.  The good news is that there are pre-programmed design templates as well as plenty of designers who can update your website and make it responsive to the navigational features and format requirements of mobile devices.

Your Problem is really Google’s Problem. Their solution? You fix it!

For those who wonder how Google makes its money, the answer is simple: advertising. In the world of digital advertising, dollars are generated by the number of clicks an ad message generates. Basically when you advertise on Google and a member of your target audience clicks on the ad’s interactive button, it takes you to an online store where you can purchase the product or service advertised.

The problem for Google is the amount of money advertisers have been willing to pay per click has been declining for the past several years. Part of the reason for the decline in pricing is because of mobile ads.

As more consumers turn to mobile devices for their information, Google clients who don’t adhere to mobile formats do not come across clearly or attractively. Worse yet, because they find the advertising and product information inferior they turn to methods other than Google to find information and buy online.

Google is partially responsible for this situation because in their eagerness to maintain clients, they originally told clients not to worry about creating separate campaigns for mobile. Google users continued to use the same online stores they always had. These stores, however, were not very easy to use on mobile devices. This resulted in fewer transactions and ultimately less revenue for Google.

Google’s current solution to the problem is to make their all clients change their websites to responsive designs. That puts the onus and the cost on the advertisers, not Google.

Why should you have to play it Google’s way?

Regardless of whether there are other ways to buy online, Google still commands the lion share of online searches and is the search portal where most consumers begin information mining. If you’re an advertiser you still want Google to find you that key prospect.

Furthermore, from a logic point of view, why would you not want your website to be the best it can be? Without being ready for mobile, companies risk not reaching their best potential audience.

With mobile trending upward and desktop downward, it is simply a matter of math.

Why Aviation Companies should accommodate Google’s demands now.

Many aviation companies are service companies such as charter airlines, airframe and engine rebuilders, and flight schools. These kinds of businesses rely on customers who are looking for information on the web. The power of Google taps interested customers every second of every day.

Because aviation is a niche business, search engine advertising serves it very well.

Keeping in step with the mobile trends should be a no brainer for aviation much the same way glass cockpits and GPS systems make flying easier and more reliable.

Get some professional help before it is too late.

Regardless of whether Google is making you modernize your digital marketing or not, it’s simply the smart thing to do. There’s lots of help out there to help you make the transition, including professional marketing communications companies like Advertising Marketing Consulting to make the transition to mobile-friendly advertising easier.

Marketing is like flying, the more you stay current, better off you are.