Aviation & digital marketing: here’s how to have a safe flight

By Fernando Angulo, Global speaker, SEMrush.com

Since childhood, I have been fascinated by aviation. Growing up it was exciting to follow stories about the planes, the pilots and the science of flight that rapidly developed and diversified into fixed wing and rotary types as well as the evolution of propeller and later jet power. Which explains why when I chose a career in the digital world, I couldn’t help notice the similarities and shared logic between aviation and digital marketing.

Both sectors witnessed accelerated development based on rapid sequence of technological breakthroughs in a relatively short period of time. Both grew and diversified with both peaceful and non-peaceful applications. Both aviation and digital marketing require speed, accuracy, communication and balanced calculated approaches.

When I apply the logic of aviation to digital marketing, it all makes perfect sense and is perfectly aligned.

Take for example flight basics and digital marketing basics. The most common misconception I have come across from business owners in the Middle East – and all over the world – is that simply having a website is enough in terms of digital marketing. That would be like saying having a plane standing static on a runway is all we need from aviation. So much more can and must be done to make that website/plane more effective and efficient.

Any website’s equivalent of the flight crew and fuel would be the digital marketing tools that can get that website off the ground and into the air.

But that is not the end of the story. We can go deeper.

Where are you flying to and what airspace will you occupy during the flight i.e. web language and geographic targeting?

Do you need to land for refueling to boost your range i.e. will the website rely only on organic reach alone or combine with paid digital promotion?

How many passengers can you carry, what are their meal preferences and what types of luggage can your plane handle i.e. do you know your web audience and have online digital marketing tools to optimize your digital presence?

I guess you get the point by now.

It’s not enough to simply have a website. It must be optimized to capture the right attention and serve as a vehicle for capturing the contact information of potential clients. A plane will conduct the same pre-flight checks each and every time before take-off, and so should digital marketers.

In addition to the above here are what we can call some common “pilot errors” when it comes to web or digital marketing:

1. Not having clear the objectives of the campaign or a flight plan.
2. Inadequate targeting to the audience: or putting data on your flight radar.
3. Poor personalization or poor in-flight service.
4. Mobile marketing applications or when to use autopilot.

From global digital scenarios to Middle East ones, e-commerce’s future in the Middle East is evident.

Therefore, retailers and e-commerce companies hope to bring their potential to light, but they will be facing some specific regional challenges:

• Security is a big concern for all online shoppers. In the majority of cases, world buyers rank security as their number one concern in online shopping.
• Sufficient study of consumer behavior to encourage online buyers in the Middle East to spend even more time on e-commerce stores, very worthwhile since UAE e-commerce market alone is estimated to currently be worth US$2.5 billion.
• GCC online shoppers spend the most online money on travel and entertainment according to reports by VISA card. Such insights can build a strong keyword core for related GCC websites.

Last but not least, heading into the future what key point can help keep us digitally “airborne”? Basically, be omnichannel or crash!

[Tweet “85% online shoppers start the purchase journey on one device but buy on another.”]

According to Google, 85%  of online shoppers start a purchase on one device and end up on another. We use smartphones, tablets and computers to buy, and in the near future, maybe even on our TV screens and virtual reality headsets. Consumers use these screens to search for products and services, compare prices and read comments from other users.

With all of the above being actioned, we can say the digital pilots will experience take-offs, flights, and landings that are smooth, passengers will be comfortable and more than willing to “fly” again with the same company.

Wishing you all a pleasant digital flight!