Marketing has taken on many new faces over the past decade. Classical media advertising still has a role to play, but instead of being front and centre, it is now becoming almost niche. Consumers rely increasingly on digital sources for their everyday information and social media influencers dominate decision making. So it becomes increasingly necessary for airlines to channel resources into getting in the mix of those behavioural patterns.
But to make this work you need clear, sensitive and flexible strategies and investment. Some businesses don’t see the value, while others are showing the value a positive social media strategy can bring. The marketplace has changed significantly and that ‘golden hour’ before a story breaks has in reality now become a ‘golden second’. Like it or not, social media has changed the way people think and businesses need to adapt to ensure they get the most out of the various platforms.
This will be one of the topic areas discussed at the forthcoming CAPA- Centre for Aviation Airline Leader Summit – A CEO Gathering 2018 that takes place in Dublin, Republic of Ireland on 17-May-2018 and 18-May-2018.
Understanding aviation markets is CAPA’s great strength and passion and this year’s agenda includes a variety of topics sure to generate interest. Social media is sexy. Making money from it is getting harder will be the opening panel session on the afternoon of the Dublin forum on 17-May-2018 and will follow a The paradox of social media: balancing between opportunities and burden keynote address from Pieter Elbers, president and chief executive officer at KLM.
It’s hardly a secret that the airline industry is facing myriad challenges, notably in the marketing and distribution areas, as companies with personalised data, and the analytics and artificial intelligence to go with it, become greater threats to the stability of the traditional airline model.
This high-level aviation event, hosted at Powerscourt Hotel Resort & Spa in County Wicklow, to the south of Dublin, in the Republic of Ireland, for a sixth time, is a forum for debate and discussion of strategic issues facing the aviation industry and it is attracting delegate interest from across the globe.
The main summit subject is “Airlines making money: a vision of the future”, with an underlying theme of disruption and change and it will bring together global leaders to discuss key strategic issues and challenges facing the industry as new technologies come online and tougher regulations create downward pressure on traditional revenue streams. The forum will also explore adapting business models, smart innovations and how the industry can embrace collaborative partnerships to adapt and flourish in the digital age.
FIND OUT MORE… visit the CAPA Airline Leader Summit homepage to find out more about this not-to-be-missed opportunity to discuss relevant issues impacting the aviation sector and learn meaningful insights from your industry peers.