The Importance Of Air Cover In Marketing: Importance, Benefits, and Excuse

What does Air Cover mean in marketing?

In marketing,  Air cover is PR, winning the media war and getting our story out there. Air cover refers to the act of providing support for a brand or product. 

This can be in the form of advertising, PR, customer service, or even just having a strong presence online. The goal of air cover is to create a safety net for the product or brand so that if something goes wrong, there is already a base of support to fall back on.

Air cover is especially important in today’s world, where social media can make or break a brand. A single negative tweet can spiral out of control and do serious damage to a company’s reputation. Having air cover means having a team in place to quickly address any problems that arise and keep the situation from getting worse.

It’s also important to have air cover when launching a new product or campaign.

Importance of Air Coverage in marketing?

In today’s world, marketing is more important than ever before. With the advent of the internet and social media, businesses have to be more savvy and strategic in their marketing efforts. 

Originally slang term Air cover referred to the use of radio, television, and other forms of advertising to create a buzz around a product or service.

There are several benefits to using air cover in marketing. First, it allows businesses to reach a wide range of consumers. Second, it is an efficient way to promote a product or service. Third, it can create a sense of urgency and excitement around a product or service. Finally, it can help businesses build brand awareness and equity.

Despite the benefits of air cover, some businesses still do not use this type of marketing. Some Excuses for not using air cover include: it’s too expensive, we don’t have the resources, and we don’t need it. However, these excuses are often based on misconceptions about air cover. In reality, air cover can be very affordable and effective if used correctly.

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Why is Air Cover used as an excuse in marketing?

Our campaigns give us air cover” is one of the most common excuses in the marketing world.

It’s also an excuse that makes sales and the rest of the company roll their eyes, especially when goals aren’t met.

Marketing groups that aren’t accountable for revenue use air cover as a shield. Even though it is important, it is not the only thing that marketing does.

A marketing function that doesn’t take responsibility for how much money it brings in is not genuine. It is more like a part of an organization’s larger marketing need than a separate marketing task.

Instead, use air cover to give your sales team better guidance when they talk to customers. 

You can also use content, demand generation, social media, and other marketing activities to build trust with buyers and make more sales.

When sales and the rest of the organization see that you are taking full responsibility for revenue, they also take marketing more seriously.

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The correct way of doing things in marketing is by taking full accountability for revenue

As the old saying goes, you can’t sell air. And yet, time and time again, we see companies trying to do just that. They try to sell the sizzle without the steak, the promise without the delivery. And all too often, they get away with it.

But there’s a correct way of doing things in marketing, and that’s by taking full accountability for revenue. 

What does that mean? It means that you need to think about every aspect of the customer journey and how you can influence it. It means having a clear understanding of what your marketing funnel looks like and how each stage impacts the next. 

It means being able to track every single lead and know exactly where they came from. And most importantly, it means being able to connect your marketing efforts directly to your bottom line.

Several benefits come from taking this marketing approach. 

First, it allows you to be more strategic in your planning. When you know exactly what needs to happen at each stage of the customer journey, you can plan your activities accordingly and allocate your resources in the most effective way possible.

Second, it gives you a much better understanding of what’s working and what’s not. With traditional marketing, it can be difficult to know which activities are driving results and which ones are a waste of time and money. But when you’re taking an accountable approach, everything is trackable and measurable, so you can constantly optimize your efforts for maximum impact.

Finally, it allows you to build a stronger case for your marketing budget. When you can show exactly how your activities are impacting revenue, it’s much easier to get buy-in from senior leadership on increasing your budget or expanding your team.

So if you’re not already taking an accountable marketing approach, now is the time to start. It’s the only way to ensure that you’re getting the most out of your marketing efforts and making a real impact on your business.


Air cover is important in marketing. It provides much-needed support by the marketing team and ensures that the company’s message is communicated effectively to the target audience. 

However, using air cover as an excuse can be dangerous for your business. It can lead to a situation where you are not taking full accountability for your marketing efforts and results. 

Therefore, it is important to use air cover in the right way and take full responsibility for your marketing campaigns.