Major Trends and Forces in the Marketing Landscape

There are sensational changes occurring in the marketing field. The recent technological advancements in information, telecommunications, computer, and transportation influences marketing in the aviation industry a great deal (Abeyratne, 2017). The technology provides new methods to interact with and understand the passenger’s needs. Marketers have the obligation to adapt to the changes in order to acquire a competitive advantage. There are various trends changing the marketing landscape including the changing economy, the digital era, globalization, social responsibility and sustainable marketing. This paper will focus on the changing economy, digital era and globalization forces changing the marketing arena, specifically in the aviation industry. Today, most clients have changed their traveling behavior and their ways of handling money. They check on their priorities to cut off some expenses before making a decision to purchase travel tickets. For this reason, marketers emphasize on creating value recommendation for their clients (Albers et al., 2017).  Marketers in the aviation industry concentrate on durability, practicability, and value for money of their services in the market. Marketers also attempt to adapt to the changing economy through having marketing tactics such as offering travel fee discounts and cutting the cost of their services. They encounter challenges in balancing the recommended cost of their services and the modern period.  The swift development of technology has influenced our lives. This implies changes in how people interact with each other through sharing information, communication, and entertainment. Technology advancement has brought about various changes in marketing in the aviation industry. According to Weinberg (2009), the current technology allows aviation industry marketers to use social media platforms to advertise and promote their services. The Internet has been useful to the marketers in that they can advertise, communicate and establish relationships with their clients. Today, online marketing is used as a marketing strategy by aviation industries. Today most aviation industries are globalized. It is the desire of all aviation industry marketers to fetch clients across the globe. This places most institutions in a global competition. These organizations ensure the employ managers who are able to work worldwide so as to fit into the global market and acquire a competitive advantage. The new marketing strategy to put up with the current advancement is establishing relationships with marketing partners and clients across the globe.

References

Abeyratne, R. I. (2017). Aviation trends in the new millennium. Routledge. Albers, S., Baum, H., Auerbach, S., & Delfmann, W. (2017). Strategic management in the aviation industry. Routledge. Weinberg, T. (2009). The new community rules: Marketing on the social web. " O'Reilly Media, Inc.".