Digital Marketing

  1. Display Marketing

This type of marketing would be the first priority as it would allow for brand awareness of the target consumer. Since the app for AOPA creates a product that would serve a need but would not be known, it would be important to get the information out to this target audience that would consist of pilots. These would be identified by the location of AOPA airport locations, website content viewed or searched (with reference to airports, planes, flights etc.), as well as those visiting the AOPA website. The collection of email addresses through this process would allow for the delivery of coupons and other offers to those that engage in the site after seeing the advertisement. Analytics would help determine how many people visited the site and/or downloaded the app after clicking on the advertisement banner.

 

  1. Pay per Click (PPC) Marketing

PPC Marketing would be a way to initially gain attention to brand, as the user would not even have to click to have the brand identity embedded in their memory. The PPC would give the product a prominent place within eye view when using a search engine, such as google. This strategy could not be maintained in the long term, due to costs and potential for loss of income, however, it can work well with the display marketing strategy to help build up the brand in the short term, until it is more known to the targeted consumer.

 

  1. Search Engine Optimization

This strategy works well with the PPC strategy and can replace it after the initial few months once the site’s popularity and relevance are known. Because this strategy is unpaid, marketing budgets could be used to continue the display marketing as well as the marketing strategies listed below. SEO would help to determine the quality of the site and help us adjust the site accordingly to build better quality and trust.

 

  1. Social Media

Social media marketing would help to increase word of mouth promotion and provide feedback to us regarding customer service, the product’s user-friendliness, and would help potential users to see updates in services offered. Because the app is focused on such a niche consumer base, social media would help target those interested in flight that may follow very specific social media sites. The plan would involve having direct accounts pushing out information, as well as targeting ads directly to individuals on social media that fit the consumer profile. It is assumed that pilots would have other pilots as followers/friends and would also follow profiles that contributed to this direct interest.

 

  1. Mobile Marketing

Mobile marketing would be used to send out ads and offers to consumers within the area of airports. As our app is meant to help first with pre-flight planning, this would be the least effective means of marketing. Most pilots would only be within the airport range directly before flight and after. Pre-planning would be completed at the pilot’s place of residence the day before the flight.