Tuesday, 12 June 2018
Thursday, 7 June 2018
L05: Evaluation after feedback and how to minimise the risk of negative effects
L05: Evaluation after feedback and how to minimise risk of negative effects.
Evaluation
As a whole the pitched product was a success, with a range of feedback being given. A key comment I took from this was with regards to the feasibility, after pitching the product it was noted that the app was “very feasible”. This was further supported with it being said that the Seven Peaks app has good unique selling point and target market, with an “original and excellent idea”.
However, there were also some questions outlined as part of the feedback. For example it was asked how the product could be advertised thoroughly to meet the audience, with an emphasis of more traditional/ below the line methods. Subsequently, I could diversify the marketing methods of the app and included below the line marketing methods ranging from direct mail campaigns to targeted search engine marketing, both of which would thoroughly target the intended audience and likely improve the impact and chance of users going on to download the app. It was also mentioned that they would like to see more on development with regards to navigation of the app. This could be achieved by going into greater detail into how the app works and better develop the mock ups with things such as interactive displays and allowing interaction with a initial version of the app as part of the physical pitch. The question of which shops would stock the product in terms of distribution and whether it would solely be app stores, was also raised. To answer this I would say that predominantly it would initially be featured in app stores such as the play store and apples App Store, due to the nature of it being a app. However, as the brand develops and the app broadens it could result in the distribution of merchandise of even technologies which would assist the app and further its capabilities in physical shops. One such real world example of this would be the Garmin heart rate sensors and sensors, these are accessories sold by Garmin which work with the Garmin smartphone app, a similar principle could be adapted by the seven peaks brand and app.
Minimising risk of negative effects
As part of the development of the app it is also key to minimise the risk of negative effects in order to make a successful and appealing product. In order minimise ethical or social risks I would ensure that the app closely follows several different laws, acts and procedures. One such act is the obscene publications act. To avoid breaching this act it will be ensured that all the content is suitable for the public and the age of those using the app, meaning there will be no explicit content featured. In addition to this, the content of the app will no include topics that would be slanderous or have a negative impact.
However, the app would feature a forum and comments section which would be harder to regulate and those using the app could post what they wanted. Therefore, to try minimise the risk of breaching this act and minimalist the risk to the audience it will be routinely checked and measures put in place to ensure the content is suitable for the target audience, such as blocking the use of specific words or terms meaning that may be deemed offensive so they cannot be posted.
Other things which could pose a legal risk to audiences would be the use of data. The app would collect several pieces of information about the user and if not handled correctly this could result in legal harm to the audience as if it is not stored securely it could ultimately be used in a malicious way. To avoid this the data protection act will be closely followed, this involves making sure that the information is, used fairly and lawfully, used for limited specific stated purposes, kept for no longer than is absolutely necessary, handled according to peoples data protection rights and is kept safe and secure. If these are not strictly followed it could result with severe repercussions and legal prosecutions due to the sensitivity of the information held also.
Furthermore, a common theme within the app industry and social side to common applications is the issue of “trolling”. This is a rising issue and could result in damaging the reputation of the app itself, in addition to dramatically affecting the user base in a negative way. To avoid this social risk to the audience, measures would be put in place. This would include things such as implementing features which enable users to report or block content posted which they deem unacceptable or offensive. In addition to this, there would also be people as part of the team which frequently monitor and moderate the app to ensure the content and users follow the app guidelines.
Wednesday, 6 June 2018
LO4: How audiences will be targeted
How audiences will be targeted, ideas for ADVERTISING AND MARKETING to find the USP of the project.
In order to reach the intended target audience the app will be advertised and marketed in several wats. The main way in which it would be advertised is through social media. In this modern age a high social media profile is invaluable when promoting a business or product. Therefore it would be beneficial to create a social page on each of the main channels such as facebook, instagram and twitter. From this promotional material can be uploaded and easily distributed to a large number of people. Furthermore, this method of adversing is free of cost making it extremely effective and beneficial for the company. Alternatively, there can also be paid promotions within these sites. This means below the line marketing methods could be used. For a small fee the page can be promoted to users interested in the topic or to a specific age range, location and gender of the target audience. The development of web3.0 has allowed such advancements and means that the app could be directly targeted at its intended user base. To further enhance this, giveaways and prizes could be implemented, this is a well proven technique which is successful at increasing a social media following and engaging with large numbers of potential users. Another way in which this could be utilized is through collaborating with another company. For example if a company was to sponsor the giveaway it would receive potential new customers which have came from the app and the app would also likely receive new users which have came from the sponsor, making it mutually beneficial for both and further broadening its reach.
Furthermore, the app would be marketed and advertised within the brands magazine. The ability to use the larger structure of the brand and horizontal integration would mean that by advertising via the magazine it is a cheap, readily available and effective method of marketing. Furthermore, it directly targets the specific audience for the app, which would dramatically improve its success of gaining users, with magazine also being distributed to a large volume of people/ potential users.
In order to reach the intended target audience the app will be advertised and marketed in several wats. The main way in which it would be advertised is through social media. In this modern age a high social media profile is invaluable when promoting a business or product. Therefore it would be beneficial to create a social page on each of the main channels such as facebook, instagram and twitter. From this promotional material can be uploaded and easily distributed to a large number of people. Furthermore, this method of adversing is free of cost making it extremely effective and beneficial for the company. Alternatively, there can also be paid promotions within these sites. This means below the line marketing methods could be used. For a small fee the page can be promoted to users interested in the topic or to a specific age range, location and gender of the target audience. The development of web3.0 has allowed such advancements and means that the app could be directly targeted at its intended user base. To further enhance this, giveaways and prizes could be implemented, this is a well proven technique which is successful at increasing a social media following and engaging with large numbers of potential users. Another way in which this could be utilized is through collaborating with another company. For example if a company was to sponsor the giveaway it would receive potential new customers which have came from the app and the app would also likely receive new users which have came from the sponsor, making it mutually beneficial for both and further broadening its reach.
Furthermore, the app would be marketed and advertised within the brands magazine. The ability to use the larger structure of the brand and horizontal integration would mean that by advertising via the magazine it is a cheap, readily available and effective method of marketing. Furthermore, it directly targets the specific audience for the app, which would dramatically improve its success of gaining users, with magazine also being distributed to a large volume of people/ potential users.
LO4: Channels of distribution
POST NINE: LO4 CHANNELS OF DISTRIBUTION
The proposed app will be distributed in several ways. As a result of the development of web 2.0 it means the app can be download in any location due to the interactive web enabling this. Most commonly, this will be done via a smart phone or similar device, again which has arose due to the convergence of technologies into a singular black box device.
The main distribution channels intended for my app would include the two main distribution chains, Apples 'Appstore and Androids 'Playstore'. This covers the majority of users of blackbox devices as these are the two leading companies in the device industry. Furthermore, the ease of accessibly to such distribution channels for users fits with the ideas of a 'global village' as it means the applications can be connected, dowloaded and shared with distance being of no issue, further broadening the potential user base for the app. These distribution channels are a good idea as they are the leading ones, meaning the majority of users would be using such devices and therefore reasoning why distribute is focused on these two main areas.
Due to the app being part of a preexisting brand which diversifies to magazine production i also plan to use this as a distribution channel. It would be marketed and advertised within the brands magazine. The ability to use the larger structure of the brand and horizontal integration would mean that by advertising via the magazine it is a cheap, readily available and effective method of marketing. Furthermore, it directly targets the specific audience for the app, which would dramatically improve its success of gaining users, with magazine also being distributed to a large volume of people/ potential users. Similarly, to reach a large number of people with the marketing of the product and a method that is also cheap if not free,would be marketing via social media. Social channels such as Facebook, Instagram and Twitter allow you to easily set up a page free of charge whereby you can upload and distribute promotional material to market the product. Techniques such as providing giveaways and prizes would also prove highly successful in drawing in new users.
The proposed app will be distributed in several ways. As a result of the development of web 2.0 it means the app can be download in any location due to the interactive web enabling this. Most commonly, this will be done via a smart phone or similar device, again which has arose due to the convergence of technologies into a singular black box device.
The main distribution channels intended for my app would include the two main distribution chains, Apples 'Appstore and Androids 'Playstore'. This covers the majority of users of blackbox devices as these are the two leading companies in the device industry. Furthermore, the ease of accessibly to such distribution channels for users fits with the ideas of a 'global village' as it means the applications can be connected, dowloaded and shared with distance being of no issue, further broadening the potential user base for the app. These distribution channels are a good idea as they are the leading ones, meaning the majority of users would be using such devices and therefore reasoning why distribute is focused on these two main areas.
Due to the app being part of a preexisting brand which diversifies to magazine production i also plan to use this as a distribution channel. It would be marketed and advertised within the brands magazine. The ability to use the larger structure of the brand and horizontal integration would mean that by advertising via the magazine it is a cheap, readily available and effective method of marketing. Furthermore, it directly targets the specific audience for the app, which would dramatically improve its success of gaining users, with magazine also being distributed to a large volume of people/ potential users. Similarly, to reach a large number of people with the marketing of the product and a method that is also cheap if not free,would be marketing via social media. Social channels such as Facebook, Instagram and Twitter allow you to easily set up a page free of charge whereby you can upload and distribute promotional material to market the product. Techniques such as providing giveaways and prizes would also prove highly successful in drawing in new users.
LO2 Evolution of the marketplace in your sector
POST FIVE: LO2 Evolution of the marketplace in your sector
How have large, traditional media corporations evolved to meet the changes required of converging media markets (e.g. black box, VoD)? Esnure you then explain how this evolution will impact on your proposal / product idea.
Large traditional media corporations are constantly evolving and changing to meet the changes required by converging media markets. The rise of VOD services such as Netlifx and PrimeVideo has seen a decline in the once traditional way of accessing media products. The ability for users to access media as and when they require due to the new possibilities introduced by these services ultimately resulted in a decline in popularity of scheduled live tv. Subsequently, it can be seen that those producing and distributing content via live television changed and adapted due to the convergence of media and technologies, and its ability for media to now be accessed anytime, anywhere via such blackbox devices as smartphones. This resulted in media corporations such as Channel 4, ITV and the BCC putting a bigger focus the development of their VOD services and even transiting some channels to solely being online. One key example of the would be the channel BBC 3, in recent years it was decided that this channel would no longer run due to falling viewing figures of the channel, not making it beneficial to be run on tv. Therefore, it was transitioned to the BBC's video on demand service, BBC iplayer.
This change in how people access information will also have an impact on my proposal/ planned idea. One such example would be the map/ route functions of the app. Traditionally, maps would be accessed by traditional methods such as map books or print outs. However the development of the web soon irradiated the need for large impractical map books. And this saw the rise of things such as google and bing maps which were readily available maps which could be accessed online. To further this development the introduction of converging technologies meant that this soon transitioned to smart phones, as their cellular connectivity meant they could have internet acces anytime at any place and therefore access maps could be easily and quickly accessed. This impacts my proposal because it means that app is no longer restricted to things such as a hardwired computer connection, or large and cumbersome papers meaning it can be portable and suits the adventurous and rural lifestyle of the intended user base.
How have large, traditional media corporations evolved to meet the changes required of converging media markets (e.g. black box, VoD)? Esnure you then explain how this evolution will impact on your proposal / product idea.
Large traditional media corporations are constantly evolving and changing to meet the changes required by converging media markets. The rise of VOD services such as Netlifx and PrimeVideo has seen a decline in the once traditional way of accessing media products. The ability for users to access media as and when they require due to the new possibilities introduced by these services ultimately resulted in a decline in popularity of scheduled live tv. Subsequently, it can be seen that those producing and distributing content via live television changed and adapted due to the convergence of media and technologies, and its ability for media to now be accessed anytime, anywhere via such blackbox devices as smartphones. This resulted in media corporations such as Channel 4, ITV and the BCC putting a bigger focus the development of their VOD services and even transiting some channels to solely being online. One key example of the would be the channel BBC 3, in recent years it was decided that this channel would no longer run due to falling viewing figures of the channel, not making it beneficial to be run on tv. Therefore, it was transitioned to the BBC's video on demand service, BBC iplayer.
This change in how people access information will also have an impact on my proposal/ planned idea. One such example would be the map/ route functions of the app. Traditionally, maps would be accessed by traditional methods such as map books or print outs. However the development of the web soon irradiated the need for large impractical map books. And this saw the rise of things such as google and bing maps which were readily available maps which could be accessed online. To further this development the introduction of converging technologies meant that this soon transitioned to smart phones, as their cellular connectivity meant they could have internet acces anytime at any place and therefore access maps could be easily and quickly accessed. This impacts my proposal because it means that app is no longer restricted to things such as a hardwired computer connection, or large and cumbersome papers meaning it can be portable and suits the adventurous and rural lifestyle of the intended user base.
LO2 Changing marketplace
POST FOUR: LO2 Changing marketplace
Explain the changing media marketplace and how this has provided the opportunity for the proposed new product.
What is the marketplace you are working in? Is it education? Is it video games? What new organisations in the sector have emerged and how has this created opportunities for new product developments that make your product possible.
ADD TO MERIT FROM LO1 AS M1 CROSSES LO1 and LO2:
How have changing cross industry relationship opportunities have been generated owing to technological convergence, Web 2.0 and Web 3.0 and how does this link to your product?
Explain the changing media marketplace and how this has provided the opportunity for the proposed new product.
What is the marketplace you are working in? Is it education? Is it video games? What new organisations in the sector have emerged and how has this created opportunities for new product developments that make your product possible.
ADD TO MERIT FROM LO1 AS M1 CROSSES LO1 and LO2:
How have changing cross industry relationship opportunities have been generated owing to technological convergence, Web 2.0 and Web 3.0 and how does this link to your product?
The media marketplace is constantly changing and adapting to suit the ever changing needs of the costumers and those interacting with such medias. These changes come as a result of several different changes and advancements ranging from changes in the marketing itself to how we now consume and access media. Most noticeably, the development of black box devices and the convergence of technology has impacted my proposal. Previously media was confined to the limited number of ways and devices in which it could be accessed. However, now the rapid development of blackbox devices means such devices as smartphones broaden the marketplace with the ability for new features to make accessing and interacting with media easier and quicker. This stage of interactivity is now what is resulting in the change from web 2.0 to web 3.0. This impacts on my proposed product in a both positive and negative way. The rise of web 3.0 and new technological apps/ features could be seen to saturate the market. Therefore this would mean that my app would have to be initiative, original and creative in order to stand out from the vast amount of other apps on the market, as in recent years it is becoming easier and easier for people to create and develop apps which are then distributed on app stores. However these developments in the media market place can digital sector could also be advantageous to my proposal. Previously, marketing methods were predominately above the line which targeted mass audiences, with things such as print adverts and tv/ radio promotional adverts. This is largely as a result of web 2.0 being present. However, now due to the changes in how media is accessed and the development of the market place is is seen that we have transitioned to now web 3.0. This is beneficial to my proposal as it better suits interactivity and ultimately better marketing methods that target users individually. The ability to better utilize these below the lie marketing methods would mean my proposed app could be marketing directly to its intended user base with ads being suggested that directly appeal and enrage to them.
The marketplace i will be working in is health/ social sector of apps. New organisations such as ...................??????
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