To create brand education and the market for our mobile app, I’ve prioritized the following list:

  1. Search Engine optimization (SEO)
  2. Display Advertising
  3. Social Media marketing
  4. Mobile marketing
  5. Pay-per-click (PPC)

 

The goals were to work with limited capital, create a brand, create a market of people who want the product.So I start off with SEO for 2 reasons:

  1. Cost effective
  2. SEO can boost traffic which gives more data and a clearer picture of the type of audience that’s interested in our product.

 

Followed by display advertising, where we can use the information we data mined from SEO and any additional resources we may have to get our product out there and viewed by our target audience. And additionally we can potentially budget up front for our advertising costs and have the frequency of advertisements shown be based on the predefined available budget (based on Google Display Network as an example) as opposed to something like Pay-per-click which could lead to unexpected costs if the marketing campaign is “too” successful. If I assume the available talent is similar to recent projects then Social media marketing is out as I don’t think we have the man power to keep up with the social media marketing campaign. Mobile marketing would be fantastic and give branding a boost, however it ranked 4th mainly due to the effort involved with a mobile marketing campaign and the costs associated with it, and PPC isn’t something we want to invest in with a limited budget. So I would really only use 2 of the 5 options in the list.