The main goal of the AOPA is to bring Brand Education and then consumer interest and determine product viability.

1. SEO: Having a landing page is a critical mobile marketing strategy that allows users to learn more about an app on a mobile web and desktop. This is a cost-effective method where SEO can be used to attract new users and create Brand Awareness.   This is would be a good first step for AOAP as having optimized keywords will play an important role and it ties right in with SMM.

 

2. Social Media Marketing.  Social media is an important way to build a community and get feedback from users. Content for social media channels can include blog entries, competitions, discussion threads and user-generated content. Through paid advertising options larger audiences within the pilot community could be reached.   SMM will enable the AOPA to relatively inexpensively help create brand education and attract a target audience

 

3. Mobile Marketing:  This would be the logical next step, and although it may cost more it can encompass all the other marketing channels (using display and PPC) which allows for targeting pilots directly on their mobile devices. It will not only bring awareness; it will assist in the promotion of the app once launched.

 

4. Display Advertising: This channel of marketing could be used once the app is launched but would be encompassed into Mobile Marketing.  It is preferred over Paid Search as it uses ads displayed in the user’s browser rather than having to have a searchable site.

 

5. PPC:  While this would also be a valid option to bring attention to the app, it is costly and doesn’t target the way that display marketing does.