Social Media Marketing
Given that the main goal here is brand education a social media channel will be very useful in reaching many new customers and generating new awareness through word of mouth. It will also bolster our SEO channel by hopefully backlinks (links from other websites). Social Media marketing will also be helpful in generating feedback from customers giving us insight into customer interest as well as information on the viability of the product. And given the small budget for this project this is a comparatively inexpensive route.
Search Engine Optimization (SEO)
Of the two search marketing options, for this project, I am giving more focus to search engine optimization over paid search mainly for the cost difference. If we focus on building the quality of our content (clear, informative, genuine) together with social media marketing and Mobile marketing channels we can build trustworthiness (backlinks), popularity (traffic volume), and domain authority. These are all the pieces in the SEO formula that elevate a domain in the search result hierarchy.
Mobile Marketing
Given the prevalence of mobile phones and the number of users it could reach will make Mobile Marketing a handy channel to use. This is useful combined with the ability to reach users wherever they are at any moment given the fact that people tend to carry their phones with them wherever they go. With location sensitive data generated by phones it could also be possible to target users who frequent airports.
Pay-Per-Click
In terms of branding, paid search could be useful in garnering clicks as well as brand awareness but given the cost it might be worth pursuing only if more funds arise in the future.
Display Advertising
In terms of refining a target market for the purposes of getting content to the right people, display advertising could be a helpful channel. But given the very small audience that our service would target I believe that a word of mouth style campaign will be more effective at this point.
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