(Ranked 1 being the least appropriate and 5 being the most)

1. Search engine optimization (SEO) marketing

                ○ Unpaid is easily trackable and increase organic traffic to your site, which is good for AOPA in general but doesn’t make sense to use for their mobile app. On top of being not quite the right for the job, it’s too time-consuming and there for too costly to be ranked too high on the list.

2. Social media marketing

                ○ Social media marketing isn’t the worst choice as people who are interested in AOPA (or a similar interest) probably can fly and their friends on social media at the very least have someone to pilot for them however this wouldn’t lead to new members joining AOPA necessarily. I’m not sure the other aspects of social marketing would we don’t have an incentive for viral marking and the only plus of social advertising would be to improve our trustworthiness to the consumer but AOPA is already a well-known/trusted brand

3. Pay-per-click (PPC) marketing

                ○ This makes a little more sense in terms of the app and will be a good way to gauge customer interest as we can see (as we’re paying per click) how many people click on and then download our app; I think realistically those searching for a way to more way book a trip will follow through, however, there’s a possibility we’ll lose a good amount of money on absent clicks

4.     Display marketing

                ○ Display marketing sense as we can easily define our target market by looking at AOPA’s members and target them based on age or people going to the AOPA website/other travel sites as well as specifically target their mobile devices (where an app like this would be most useful). However actually targeting this market will prove a little more difficult than saying it, and the money and time we will have to invest may lead to a significant loss of money if there isn’t interest or our ad leads to ‘banner blindness’.

5. Mobile marketing

                ○ I think (?) I’m suggesting using a mobile-based display marketing channel above and therefore I think this is the most appreciate avenue. And if we can mine extra data from mobile devices such as where our consumers are located, I think that’s a boon that can’t be overlooked.