The mobile app for the AOPA is an attempt to increase membership by making it easier for members to plan trips. This app’s best marketing strategy is Search Engine Optimization. It increases the website’s traffic by placing the website higher in the search ranking based on the content relevance to the search term. For example, if someone were to Google “how to fill out a navigation log form,” then the app’s website could be placed higher in the search ranks so that it is easier to find for the consumers. The second best marketing strategy is Display marketing. Display marketing is advertising on graphical screens on the internet, delivered on various end devices such as desktop PCs or smartphones. For example, if someone was watching a youtube video for anything related to navigation log forms, then we could insert an ad for the app so that people who may need it can download the app. The reason why Mobile marketing is the least useful marketing tool for this app is because it is a technique focused at reaching a specific audience on their smartphones, feature phones, tablets, or any other related devices through websites, E-mail, SMS and MMS, or social media. Consumers can often see these as scams or junk mail and end up ignoring all of the advertisements.

  •  Search engine optimization (SEO) marketing: 1
  • Display marketing: 2
  • Pay-per-click (PPC) marketing: 3
  • Social media marketing: 4
  • Mobile marketing: 5