1. Mobile marketing

Since I am making mobile app for AOPA, the most prominent digital marketing channels to select is mobile marketing. Mobile market allows the company to reach customers directly through their mobile devices.  These mobile devices targeting audiences via website, social media and apps on those devices. A significant percentage of internet users own a smartphone and spent a large amount of time using it over a laptop. It also utilises all other digital market channels to reach the audience.

  1. Pay-per-click (PPC) marketing

This was chosen second because this is a new app with little to no review available presently. Even though expensive, it can be a starting point to create awareness and gain new customer. We pay for app to be positioned in a certain spot on a search engine for i.e. Google, app store and the likes. So, the app does not get buried under so many other apps. So, we can budget a small or average level of bid amount with high quality ad to convince the customer of the quality and usefulness of the app.

  1. Search engine optimization (SEO) marketing

This will become a more organic way of getting new users. It is free marketing since the app ranking on search engine is gotten from quality of content, overall popularity, relevance, popularity of keywords and trustworthiness. It is on the company to continue to improve on the app as it is expected to and add proper keyword, then the ratings and reviews from the customers will automatically promote it and increase its ranking.

  1. Social media marketing

One can allocate some of the employees to focus on promoting the app on social media and create a persona of the app. It promotes brand awareness, brand loyalty, word of mouth and give voice and character to the app. It is an avenue for customer feedback, customer interaction and generates interest in any new development made on the app. It saves money on marketing.

  1. Display marketing

It is my least appealing form of advertising as it is expensive, possibility of wrong placement of ads, banner blindness and so on. But it is good at targeting customer based on what website they viewed, location, demographics, type of devices they are using, psycho graphics, age, similar products or services they search for and so on.