Digital Marketing Channels – FlexFly Ranking

  1. Search Engine Optimization
  2. Display Ads
  3. Mobile Marketing
  4. Social Media Marketing
  5. Pay-per-click Marketing

Overall Business Goals:

FlexFly is a unique product designed to garner more interest in flying for a specific targeted audience, the app is not designed to be generally attractive to a really wide audience.  Therefore, I think that the digital marketing efforts should be precise, targeted, and aimed at mobile users.  Considering the goal of increasing membership in AOPA by making it easier to plan trips, all marketing efforts (digital or otherwise) should have a dual purpose: to lead potential new members to the AOPA website and to introduce and market the concept of the FlexFly app.

Ranking Rationale:

To begin with, the AOPA website itself should go through SEO in order to establish itself as a reliable, trustworthy organization and to make sure that when a pilot or copilot types search queries such as “I want to fly to the Comox Airfield” or “Aircraft Owner’s Associations” that potential new pilots are directed to the AOPA site, where the display ads for the app will be found.  In addition, the FlexFly app could be introduced in an article, and even be included in the navigation bar at the top of the web page.

Next, brand education, determining consumer interest, and determining product viability could best be accomplished through display ads on the AOPA website.  This would be fairly inexpensive and targeted specifically to current AOPA members.  As brand education develops, the display ads could be expanded to other associated apps that pilots may use such as weather apps, flight tracker apps and radar apps.

There couldn’t be a more mobile customer than a pilot, therefore, mobile marketing could be really useful in this instance.  An example could be: a pilot in Alberta logs into their weather app and types in “Comox Airfield”-then an ad for FlexFly could pop up because this is an airfield that has a FlexFly option.

Social Media Marketing may be useful after brand education and awareness has had an impact.  With network targeting, pilots and their friends could be directed to both the FlexFly app AND the AOPA website.

Pay-Per-Click at this stage of a marketing strategy could be used, however, I think with a small budget and the very specific target audience a Pay-Per-Click strategy should only be used for branding awareness, if there was still money and time left near the end of the digital marketing campaign.