Rank of Digital Marketing Channels:

  1. SEO
  2. Social Media Marketing
  3. Display Marketing
  4. Mobile Marketing
  5. Pay-Per-Click Marketing

SEO is a good starting point for the marketing campaign, as this can be incorporated during the development stage with alt-text, metadata, etc. Provided a website is launched alongside the mobile app; the most basic SEO marketing can roll out in the early stages with good redirect links, SEO friendly URL’s, canonical tags, page speed, language tags, etc.

The next most viable and cost effective marketing would be Social Media. The AOPA has limited start-up capital, but possesses a strong talent pool, a social media ad strategy would be easy and effortless to launch alongside the mobile app. Using social media early on is also a great way to generate hype for the product before the official launch.

Display and Mobile marketing are the next two strategies on the list. Display – while being somewhat costly to a degree – is the next logical channel to use. Given the talent that the AOPA has at its disposal, the data mining and analytics needed to keep display ads optimized wouldn’t be an issue. Mobile marketing is the 4th channel in rank, as it is situationally dependent and display marketing can be more immediately beneficial in its results.

That leaves pay-per-click for last. Given the limited funds, this should be the last marketing strategy to deploy in this campaign. Our first four advertising channels would give us the necessary user-data to determine the most cost effective, and smartest way to deploy pay-per-click ads, while reducing the money lost on failed ads with zero engagement.