Aldi App

https://www.youtube.com/watch?v=7_rWJohSTFE

Freddie gray 15077930
Juned Ahmed 15090225
Scott Bramham 15183239
Sulimaan Ahmed 15083239

reference list

reference list:

• Fernholz, TF, (2014) More people around the world have cell phones than ever had land-               line. Quartz [online]
• Strauss and Frost, JS RF. 2011 e marketing 6^th edition
• Economist. (2015) planet of the phones [online] http://www.economist.com/news/leaders/21645180-smartphone-    ubiquitous-addictive-and-transformative-planet-phones
• Strauss and Frost, JS RF. 2011 e marketing 6^th edition.
•   Murphy, DM (2012) making sense of mobile marketing. The Guardian [online]

•  Quirk (no date) pros and cons of mobile marketing. Quirk [online]
•  Grant, PJG (2012) Diversity, Cost and Navigation: The Disadvantages of Mobile Marketing.  Kaizen [online]                 
• Charlton, GC, (2013) six great examples of mobile marketing campaigns. E-consultacy [online]
• O2. (2011) O2 Priority Moments App: How to grab goodies for free on your smartphone. [online]
• O2 priority (2015) Xmas Tech giveaway! Win a £1,000 voucher each day this week. [online]
• Money saving expert (2015) O2 deals. [online]
• ofcom (2015) the uk is now a smartphone society [online]

Freddie gray 15077930

Juned Ahmed 15090225

Scott Bramham 15183239

Sulimaan Ahmed 15083239

blog post 3

The digital platform which we chose to research was mobile marketing, we thought this was appropriate due to the huge uprising of mobile marketing and the endless possibilities for marketing on the mobile. For our PSO we chose to do Aldi supermarket. we chose this PSO because we thought it was relevant to everyone, as everyone uses the supermarket, this widens the target audience and therefore increases the chances of rising sales. The digital platform suits the PSO because everyone uses the supermarket and the rise in smartphone users is astonishing, for example 90% of 16-24 year olds own a smartphone and two thirds of people now own a smartphone, using it for nearly two hours every day to browse the internet, access social media, bank and shop online (Ofcom, 2015:online). We have made the app specific for different people, for example because the high percentage of students having smartphones we have incorporated a student category within the app.

We struggled on coming up with an idea on how we could use mobile marketing with our chosen PSO, Aldi, eventually coming up with the idea of the app which is made to enhance the persons shopping experience, it allows you to create your own shopping list where it compares prices to different supermarkets. In order to make the video we used videoscribe which gave it a professional look rather than filming it on a camera or phone.  One thing which we did find difficult is the use of the animation on the video as we did not have the full version of videoscribe so we were limited to what we could use and it was difficult to find the right animation to suit what we were trying to say. The app was trying to raise awareness in money which can be saved for students and families.

From the target audience being mostly families and students as older people (65+) don’t tend to use smartphones. I would expect an increase of sales at Aldi and also a wider range of shoppers shopping at Aldi as people would download the app and then would promote it by using word of mouth to their friends and families. Another way the app can be promoted is by users leaving a review off the app so that possible customers looking to download the app can see what the app has to offer and what are the benefits of having the app. Aldi is a cheap alternative for many compared to other high end supermarkets, especially for students, with the cheap brands Aldi has to offer students prefer to shop there rather than other higher end.

Freddie gray 15077930
Juned Ahmed 15090225
Scott Bramham 15183239

Sulimaan Ahmed 15083239

blog post 1-

Definition of digital platform

There are almost as many cellphone subscriptions (6.8 billion) as there are people on this earth (seven billion) (TimFernholz. (25 February, 2014). More people around the world have cell phones than ever had landlines. Mobile Web.) This fact shows that Mobile Phones now have a huge impact on a consumer’s daily life. Mobile marketing is the form of any promotional activity designed by a company to attract consumers using their mobile phone or other handheld devices. Mobile marketing is a way of advertising to consumers through their personal cell phones. Mobile marketing can be done by SMS, Social Media, In App etc. 

Techniques used with digital platform

Smartphones and cell phones have a high penetration; with cell phones being the primary internet device in many countries (Strauss and Frost 2011: page 300). According to the economist "about half the adult population owns a smartphone; by 2020, 80% will." (Economist 2015: online).  There are many different techniques and strategies in mobile marketing and how to market different products to different audiences. Display ads: a good example of display ads and how to use it is on the IPhone app “8 Ball Pool”, the aim of the game is to collect coins, there is an option to watch a 30 second advert and in return will receive 50 free coins. Another technique for mobile marketing is messaging or SMS; marketers insert up to 40 characters’ text ads, these have a broader reach than other formats as they can reach older phones as well as newer smartphones (Strauss and Frost 2011: page 301). An example of this is Dominos. Apps are a huge part of owning a smartphone, apps can be used to market websites. The more popular the app is, the more expensive it is to have an advert on it. One of the most popular Apps is the game Angry Birds; this is a great example of where advertising on apps is used.

critique of digital platform 

Even though mobile marketing is the largest growing marketing technique it also comes with its cons. Many people who use a smartphone are never interested by ads popping up and SMS messages therefore ignoring them. Some people even have ad blockers and emails marketing a product or service goes straight to the ‘Junk Mail’ folder. Privacy is a major stumbling block in mobile marketing and companies offering a product/service must offer clear options on how to opt out of marketing communications (Quirk: no date: online) and if companies do not abide by a consumer’s privacy it is a punishable offence. It is hard to navigate round a site or an app due to the small screen size therefore most ad campaigns are unsuccessful as people don’t want to spend the time looking around an advertisement whilst struggling. Small screens and big screens is another issue for companies as they may have to design multiple campaigns which is very time consuming as an ad which looks good on one smartphone may not look so good on another (grant, 2012:online).

provide an example of when the platform has been used in a recent campaign

In a recent campaign ‘O2’ created an application for all mobile platforms called ’O2 priority’ this was a technique to offer promotional offers and vouchers for O2’s existing customers and new customers. Customers can get the app and receive rewards. As this service is completely free it does not require customers to pay for the application therefore it is more likely to attract customers. If a consumer does not want to download the application they can simply text ‘MOMENTS’ to 2020 (Published: 15/09/2011 | by O2) and receive promotional offers via SMS. This particular strategy is impressive as it cost free so this will catch the attention of customers that are not with O2 and may draw them to becoming a customer with O2. O2 also have seasonal promotional strategies, for example, for Christmas they have a promotion called ‘Xmas Tech giveaway! Win a £1,000 voucher each day this week’. (https://priority.o2.co.uk/). When a promotion becomes of higher value it is more likely to get the awareness of customers to try and win this giveaway, in order to win the consumer will have to check the mobile application daily to see whether they have won. Millions have signed up to the O2 priority moments, and more than one billion offers have been viewed by customers and five priority moments are redeemed every minute. (Graham Charlton. (25 June 2013). Six great examples of mobile marketing campaigns).

summaries the appraisal reminding the client why they should invest in this platform

Mobile marketing is one of the fastest growing tool as it is an inexpensive way of reaching the correct target audience. There are many ways of reaching a target audience and one is by SMS messages therefore people without an internet connection have access to the advertisement. However, internet marketing is the main way of reaching the consumer and internet tools may include: Email, apps and pop-ups. WIFI is now available in most public areas and homes which means people are using their smartphones 24/7. Having an internet connection almost all of the time means that messages, such as notifications of sales and special events, can reach consumers with little or no delay. No other advertising tool offers this “always on” advantage. You can expect customers to receive the message and read it at their convenience almost any time of the day (Kevin Johnston, 2010: online) . Services such as Apple Pay, Google Wallet, Maps etc. are tap and go services which use NFC (Cameron Faulkner, 2015: online). NFC pinpoints a consumer’s accurate location which allows companies in the surrounding area to target which increases customer response meaning people are more likely to show interest in products/services close to them. 


word count for appraisal: 987 words
Freddie gray 15077930
Juned Ahmed 15090225
Scott Bramham 15183239
Sulimaan Ahmed 15083239