Connecting Global A&D Marketers with Industry Insights
Aviation Week Network’s A&D Marketing Insights Report
Aviation Week Network has produced a well-rounded, fact-based portrait of the A&D marketing landscape to help marketers and buyers make informed decisions about marketing objectives, plans, and solutions. This comprehensive report captures the current state of affairs, upcoming trends, best practices, and forward-thinking insights as viewed through the lens of A&D marketers and buyers. Below on the Storyscape is a summary of the topics from the report that matter most to marketers – with an opportunity to take a deeper dive by downloading each chapter.
CHAPTER 1
Common Hurdles Today’s Marketers Face
The single greatest challenge today’s marketers face — The “Big Cs”
Community, Content, and Channels
Community, Content, and Channels
Many of these common themes fit into three categories — the “Big Cs” —Community, Content, and Channels. These “Big Cs” represent key factors that together comprise the colossal challenge of getting the right message to the right audience at the right time.
- Who is my target audience?
- My content is good, so why is no one engaging?
- Am I producing enough content? Is the content that I do produce engaging?
- How can I prove its direct link to sales returns?
Many of these common themes fit into three categories — the “Big Cs” —Community, Content, and Channels. These “Big Cs” represent key factors that together comprise the colossal challenge of getting the right message to the right audience at the right time.
Community
Content
Channels
- Who is my target audience?
- My content is good, so why is no one engaging?
- Am I producing enough content? Is the content that I do produce engaging?
- How can I prove its direct link to sales returns?
The average enterprise buyer’s journey is 70% complete without human intervention, with most interaction happening through digital, social, and mobile. We fully recognize that our customers are now in control of the buying cycle and that what they buy, how they buy, and who they buy from has changed…. Customers no longer move in a sequential way through the marketing sales funnel, but rather create their own personalized path across any stage depending upon their interests.
Thomas Pohl, Senior Director of Marketing at SAP
CHAPTER 2
Where are Marketers and Media Buyers Spending Their Money?
Events, social media, and content marketing won big as three of the top five leveraged marketing areas in 2017. They are also three of the biggest areas where growth is expected in 2018.
Top priorities in 2017 continue to be important in 2018
Events, social media, and content marketing won big as three of the top five leveraged marketing areas in 2017. They are also three of the biggest areas where growth is expected in 2018.
Top priorities in 2017 continue to be important in 2018
Print is also still in the mix with marketers rating it among the most important media channel for business professionals. *
Rely on industry magazine
Rely on industry newsletters
*Source: Aviation Week Network Engine Manufacturer Survey
A Key Growth Challenge for 2018 — Content Marketing
While marketers are convinced that content marketing attracts audiences and is an effective tool for lead conversion, proving its connection to sales returns is difficult. Marketers also struggle with how best to drive traffic to content — recognizing that targeting decision makers with purchasing intent is key, as is reaching them with information they will value.
Content marketing is a high-growth area for 2018, with midsize and enterprise companies leveraging it against more traditional disruptive methods.
Top content marketing concerns in 2018
While marketers are convinced that content marketing attracts audiences and is an effective tool for lead conversion, proving its connection to sales returns is difficult. Marketers also struggle with how best to drive traffic to content — recognizing that targeting decision makers with purchasing intent is key, as is reaching them with information they will value .
Content marketing is a high-growth area for 2018, with midsize and enterprise companies leveraging it against more traditional disruptive methods
Top content marketing concerns in 2018
CHAPTER 3
Reaching Your Target Audience with the Right “Trend”
With all the trends and predictions for 2018, it’s tempting to reallocate the majority of your marketing spend on content marketing via social media and video. But when it comes to a marketing strategy, one size doesn’t fit all. Your plans and goals have to align with the goals of your customer. Who are you trying the reach? This is what should dictate the medium and channel, not trends.
3 Valuable Assets of a Media Partner
Effective Audience Reach
With 63% of marketers looking for a media partner who has an effective audience reach, * agencies like Aviation Week Network can help you subsidize research, and give you access to consumer information and audiences that you wouldn’t have otherwise.
Competitive Pricing
Audience Insights/Analytics
Publishers have Behavioral Data and Declared Data to help marketers get very deep and focused. Some third party data feels too general, but publisher’s data allows you to segment your audience, offering an authoritative position.
Scott Harris, Vice President of Sales Enablement at Informa Engage
CHAPTER 4
The Importance of Accountability.
Do You Have the Results to Prove It?
Do You Have the Results to Prove It?
Key Performance Indicator is a term that most markets are familiar with, but may feel its place is secondary in a world where click-to-open rates, page views, and post shares rule the kingdom.
How Marketers Measure Campaign Success
Key Performance Indicator is a term that most markets are familiar with, but may feel its place is secondary in a world where click-to-open rates, page views, and post shares rule the kingdom.
How Marketers Measure Campaign Success
The Power of a Balanced Marketing Program
Companies that utilize a well-balanced marketing plan are perceived more valuable, engage more, and perform better. Successful marketers put marketing dollars where audiences live, embracing a multi-channel marketing mix to increase actionable data and prove success.
The multi-channel trend is growing daily
Companies that utilize a well-balanced marketing plan are perceived more valuable, engage more, and perform better. Successful marketers put marketing dollars where audiences live, embracing a multi-channel marketing mix to increase actionable data and prove success.
The multi-channel trend is growing daily
Our View of the Marketing Landscape Defines Our Vision of the Future
The media realm has undergone a lot of change in the past two decades. Digital has grown more sophisticated, as social media, content marketing, and metrics clamor for more attention. But one thing hasn’t changed; print is still alive and well. External market data* states that B2B print magazines who cover their industries effectively are still rated among the most important media channels for business professionals today.
Our View of the Marketing Landscape Defines Our Vision of the Future
The media realm has undergone a lot of change in the past two decades. Digital has grown more sophisticated, as social media, content marketing, and metrics clamor for more attention. But one thing hasn’t changed; print is still alive and well. External market data* states that B2B print magazines who cover their industries effectively are still rated among the most important media channels for business professionals today.
