How Online Marketing Is Different From General Marketing

There is a wide difference between online marketing and general marketing. They are outlined below.

1) In general marketing, business targets large number of consumers for a product or service that is economical or cheap in price. By targeting the masses, there will surely a high volume sales but with lower margin in the profit element as there is very little gap between the cost of making a product and selling it in the end. On the contrary, in niche marketing, a business will target a certain group of consumers (specialist consumers) from whom it can command a high profit margin. This is why small enterprises or businesses are considered best for the online marketing.

2) Online marketing is always targeted at a segment or market which is smaller in size. This is where a firm devoted its entire focus and concentration. In addition, the markets that are targeted by niche marketing are not covered by mainstream providers. On the other hand, traditional marketing is related to large segments that provide large revenues in the end. For instance, if a general marketing strategy has targeted parents, a online marketing strategy will be targeted at a specific group of parents such as single parents.

3) In the case of general marketing, the objective is to attract as many customers as possible. As the strategy is targeted for masses, consumers of different backgrounds, race, gender and status are on the traditional marketing radar. On the contrary, the strategy used in the online marketing is to target only a certain group of consumers whose taste and preferences matches your niche product. As the research has been done beforehand, it is very unlikely that the other segments of the population will be attracted to your offer. Hence, they are not targeted.

4) General marketing make use of expensive forms of media to target the consumers. It includes spending on above the line media that includes television, print, radio and internet and below the media such as hoardings and billboards. These forms are very expensive. On the contrary, in online marketing, the allocated budget is small compared to budget in general marketing. It does not have the capacity to support the needs and wants of the mainstream. As a result, the media which has been extensively used in niche marketing is internet (emails) due to its economical cost. Apart from internet, online marketing also uses magazines to a certain extent which may include trade journals.

4) In traditional marketing, people in masses are being targeted. As a result, the intended message also reaches people who have no interest in the products or services that are being offered by your business. Hence, the conversion rate is quite low. Money is wasted in large quantity along with the wastage of time. Art contrast, in niche marketing the message is targeted for only those who are interested. Thus, there is less wastage of money, time and effort in online marketing campaign.

Is the General Aviation Industry Finally on an Upswing?

Over the past three decades, there’s been a steady decline in the number of U.S. pilots. According to the Aircraft Owners and Pilots Association (AOPA), there were 827,000 active, certificated pilots in 1980. By 2011, that number had dropped to just 617,000. During that same 30-year period, production of single-engine planes dropped from 14,000 per year to fewer than 700.

But for the past three years, AOPA has made understanding this declining trend and reversing it a top priority. AOPA actions include developing a network of flying clubs, and speaking out in Washington to help keep the rising cost and complexity of aviation under control.

Thankfully, 2013 numbers are indicating a positive upswing, based on data from the General Aviation Manufacturers Association’s (GAMA) 2013 General Aviation Statistical Databook & 2014 Industry Outlook.

Here’s a look at what’s been causing the pilot and production decline, and good news from GAMA’s 2013/2014 aviation industry report.

What’s been causing the decline?

According to a Washington Post article posted February 9 titled, “Small aviation businesses say pilot shortage could drive industry into the ground,” there are a variety of factors that have contributed to the decline in pilots and production over the past decades, including rising fuel prices and heightened flying restrictions following the Sept. 11, 2001, attacks.

One reason is that the recent economic downturn has left fewer people with discretionary income. Others place much of the blame on federal regulators, whom they accuse of making it too difficult for pilots to obtain and renew their licenses, which in turn hurts small aviation businesses and the aviation industry as a whole.

Many commercial pilots come from the GA pilot pool, and the global airline industry will need almost a half million new commercial airline pilots over the next 20 years, according to the Boeing Pilot and Technical Market Outlook for 2013-2032.

Good news from GAMA’s 2013/2014 industry report

Here are some positive numbers from GAMA’s annual statistical databook.

Airplane shipments and billings – In 2013, airplane shipments increased by 4.3 percent to 2,256 airplane deliveries, and billings increased 24 percent to $23.4 billion across all airplane types. This is the second-highest industry billing number ever recorded-the industry’s peak billings occurred in 2008 at $24.8 billion.

Business jets – After slowing the past four years, the business jet market stabilized in 2013. There were 678 business jets delivered in 2013, up from 672 in 2012. Several new models and increasing demand helped stabilize the market and increase deliveries.

North American market share rose to 52.4 percent from 49.7 percent in 2012. Europe’s market share declined, however, from 20.8 percent in 2012 to 15.6 percent in 2013. Customer deliveries included 11.9 percent to customers in the Asia-Pacific region, 11.1 percent to Latin America, and 9.0 percent to the Middle East and Africa.

Turboprops – Turbo-propeller plane shipments also grew in 2013, increasing to 645 shipments from 584 shipments in 2012, a 10.4 percent increase. Shipments of agricultural turboprops, which GAMA began tracking in 2011, remained strong. Traditional single- and twin-engine turboprop shipments provided year-over-year increases in unit deliveries. North American customers took 57.1 percent of turboprop airplane deliveries in 2013, up from 48.6 percent in 2012. The Asia Pacific region took the second-largest market share at 14 percent, followed by Latin American at 13.2 percent. European customers took delivery of 10.5 percent, and the Middle East and Africa accounted for 5.3 percent.

Turbine helicopters – The turbine helicopter segment provided positive delivery performance in 2013 based on analysis of equivalent companies from 2012. GAMA identified 782 turbine helicopter shipments in 2013, which is an increase of 9.2 percent compared to the prior year for the same reporting companies. In this year’s databook, GAMA has expanded the available historical data about helicopter shipments with select information from 1999 through 2013.

Piston airplane and helicopter deliveries – Feedback from airplane and helicopter manufacturers indicates that global demand from flight schools is contributing to year-over-year growth. Piston airplane deliveries totaled 933 shipments in 2013, up from 908 shipments in 2012, a 2.8 percent increase. North America ordered 52.8 percent of piston engine airplanes, Europe 17.2 percent, followed by the Asia-Pacific region at 15.1 percent, Latin America at 10 percent, and the Middle East and Africa at 5 percent of shipments. In 2013, the general aviation industry delivered 335 piston-powered helicopters, which was a slight increase from the 328 units delivered in 2012.

Turbine operators – According to JETNET, LLC, the fractional fleet of turbine operators fell to 869 aircraft in 2013, decreasing each year since 2008, the year it peaked at 1,094 aircraft. There were 4,365 fractional owners in 2013, which is also down compared to five years ago, when there were 5,179 owners. The worldwide turbine airplane fleet included 33,861 airplanes in 2013 and an additional 19,509 turbine helicopters.

Pilot population falling – The active U.S. pilot population continues to fall. The private pilot population has declined since the early 1980s, when it peaked at 357,479 pilots, and in recent years has lost between 5,000 and 10,000 active pilots each year. There were only 180,214 private pilots at the end of 2013, and a total of 599,086 total active pilots in the U.S. in 2013. One bright spot: 40,621, or 6.78 percent, were female-the highest ratio of female aviators on record.

Signs safety is improving – A welcome decrease: The FAA’s preliminary data about general aviation safety shows there were approximately 216 fatal accidents during the year, a double-digit decline in the number of fatal general aviation accidents during 2013. While data is preliminary, the FAA’s goal of reducing the GA fatal accident rate to one fatal accident per 100,000 hours flown may be possible to achieve by 2018.

GAMA also includes GA safety data developed by the European Aviation Safety Agency (EASA) for 2006 through 2012. EASA statistics from 2012 also show a decline in the total number of accidents and the number of fatal accidents.

References:

http://www.aopa.org/Community-and-Events/Center-to-Advance-the-Pilot-Community

http://www.washingtonpost.com/business/on-small-business/small-aviation-businesses-say-pilot-shortage-could-drive-industry-into-the-ground/2014/02/08/2422cadc-8f5c-11e3-b46a-5a3d0d2130da_story.html

Market Researchers – Are You Interested in a Job As a Survey Researcher?

Market research analysts are responsible for determining what products people like to buy and at what price point they will purchase them. They will also gather data on the most effective means of marketing a particular product, and they will analyze past sales in order to predict the future.

Market research analysts will frequently use the Internet, the telephone, and mail, as well as personal interviews, in order to obtain information about consumers. After putting this information together, a survey researcher will then present this information in the form of charts and graphs to a company, so that they can then utilize this information in order to increase their sales.

Survey researchers will typically spend all day conducting surveys that will help corporations make positive fiscal decisions, and their methods of test taking will mirror those of the market research analyst.

The working conditions for these professionals typically involve strict deadlines and overtime may be needed. Survey researchers may also have to travel in order to conduct interviews in focus groups and face to face. A bachelors degree is usually sufficient in order to gain entry into a position in this field, although positions are fairly competitive.

It is also helpful for those hoping to enter the field to obtain internship experience working for companies and learning how to collect data, and most survey researchers are good at working with other people in order to conduct surveys and to identify the needs of potential customers.

In 2006, these professionals had over 250,000 jobs in America, with research analysts holding the overwhelming majority of these positions. Company management are the most frequent employers of these individuals, and professional firms are the entities which will usually hire survey researchers. The job outlook for these persons is expected to grow at a rapid pace over the next 10 years, as companies become increasingly competitive in order to increase market share.

In 2006, the middle 50th percentile of market research analysts made between $42,190 and $84,070, with survey researchers earning between $22,150 and $50,960.