Jordan Ho - C3351603Course: BA (Hons) International BusinessTutor Name: Anderson LimaWord count: 3,163

Digital Marketing Plan: Polaroid Socialmatic

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Executive Summary

The digital marketing report attempts to provide Socialmatic with a digital plan where it can improve its social media presence as well as improving brand and product awareness.

Socialmatic is a branch of Polaroid whom is well known around the world for pioneering instant photography, they have inherit a nostalgia drive, which has allowed them to embrace old technologies through the new technologies.

In this report, it will look into the strengths and weaknesses of Socialmatic in order to propose digital marketing objectives that will allow the organisation to expand and improve its operations further afield.

The aim is the digital marketing plan is to provide Polaroid Socialmatic ways they can develop their product awareness digitally as they are seem to have low levels of social media interaction with their customers. The three objectives are;

Create a separate social media account to increase online brand awareness with hashtags

Increase the UK desktop traffic, as its currently 3rd behind USA and Italy

Reduce the high bounce rate on Socialmatic website by offering a competition campaign

The objectives are tailored to what Socialmatic needs to do to become a better-known product where it can continue its traditions and success in the footsteps of Polaroid. From analysis in the report, it is recommended that Socialmatic should concentrate on the social media aspect of digital marketing as it’s the fastest growing ways to attain and engage with consumers in the world of today.

Contents1.0 Introduction.......................................................................................................................... 4

1.2 Socialmatic........................................................................................................................... 41.3 Market Overview................................................................................................................ 41.4 Purpose of Report.............................................................................................................. 4

2.0 Situational Analysis............................................................................................................52.1 PESTEL Analysis................................................................................................................. 52.2 Customer Analysis..............................................................................................................52.3 Competitor Analysis.......................................................................................................... 52.4 Internal Analysis.................................................................................................................62.5 TOWS Analysis.................................................................................................................... 7

3.0 Digital Marketing Objectives...........................................................................................93.2 Chaffey’s 5S Model...........................................................................................................11

4.0 Digital Strategy.................................................................................................................. 124.1 Ansoff’s Matrix..................................................................................................................124.2 Strategy.............................................................................................................................. 134.3 RACE Model....................................................................................................................... 134.4 STP...................................................................................................................................... 15

4.4.1 Segmentation..............................................................................................................154.4.3 Positioning.................................................................................................................. 16

5.0 Tactics & Recommendations........................................................................................166.0 Implementation Plan.......................................................................................................19

6.1 Budget Plan....................................................................................................................... 196.2 Gantt Chart........................................................................................................................ 20

7.0 Control & Measurements...............................................................................................218.0 Conclusion........................................................................................................................... 219.0 Bibliography....................................................................................................................... 2210.0 Appendix: Situational Analysis.................................................................................26

List of Figures Figures One: Competitor Analysis Table.………………….…………………………………………..5

Figure Two: TOWS Analysis Table…...……………………………………………………….....………8Figure Three: Objectives Analysis Table……….……………………………………..……………..10Figure Four: Chaffey’s 5s Model....……….……………………...…………………………………..…11Figure Five: Ansoff’s Matrix Model………………...……………………………………………..……12Figure Six: RACE Funnel Model...…………….…………………………………………………………14Figure Seven: SimilarWeb Desktop Traffic Source...………………………………..................17Figure Eight: Marketing Mix Recommendations Table……..……………………..................18 Figure Nine: Budget Plan...………………………………..............................................................19Figure Ten: Gantt Chart……..……………………........................................................................20

List of Appendixes

Appendix One: PESTEL Analysis…………..………………..………………………………………….26Appendix Two: Customer Analysis…………………...…………..…………………………...…27-28Appendix Three: Competitor Analysis…………………….…………………………………….29-34

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1.0 Introduction

1.2 Socialmatic

Socialmatic is an iconic vintage-design camera that allows printing photographs instantly with zero ink technology and the ability to upload and share photographs on social media applications through the built in Wi-Fi and Android operating system. The product is owned by Polaroid and it is currently available to pre-order.

1.3 Market Overview

Socialmatic is hard to distinguish which market they’re operating in, as they’re currently the one product in the market to offer instant print as well as instant online sharing. Therefore I have devised the market overview into the instant printing camera market and the instant sharing camera market.

According to The Global And Mail, instant print camera’s and becoming increasing popular due to new generation of artists. It is estimated that sales volume for instant camera could exceed company’s target of three million annual sales (Pike, H. 2014).

1.4 Purpose of Report

The purpose of this digital marketing report is to propose practical and effective recommendations to Polaroid Socialmatic on how they can develop their product awareness online through marketing techniques and methods. These recommendations will be implemented over a 6-month duration that will explore ways in which Socialmatic can gain more customers and increase their recognition online.

In this report, it will provide comprehensive analysis of Socialmatic’s current customers, competitors, and marketing activities, underlining their strengths and weaknesses of the product. In addition, it will provide further analysis of the company’s external factors in terms of threats and opportunities. Ultimately all the information harvested will generate the appropriate strategies for Socialmatic to undertake in order maintain it’s market leading position, seek out new opportunities to improve it’s digital marketing activities and understand their customer’s need to become a bigger threat to competitors.

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2.0 Situational Analysis

2.1 PESTEL Analysis (See Appendix One for full analysis)

The PESTEL analysis has been produced to analyse the macro environment of Socialmatic. It is important for firms to undertake this procedure as business environments are constantly changing, therefore by examining the external factors, it’ll give companies an insight of what to expect in the short term and long term. Although external factors are uncontrollable, it is important to make aware of the potential impact to avoid problems that may incur and affect the business in the future (Carroll, A. & Buchholtz, A. 2014).

2.2 Customer Analysis (See Appendix Two for full analysis)

Fig.1 Global Rank

Estimated Visits

Time on site

Page Views

Bounce Rate

Facebook Likes

Twitter Followers

Instagram Followers

Social-matic 1,157,334 15K 00:01:50 2.59 56.54% 8,409 759 -

Kodak Instamatic2014

4,404,412 3K 00:00:46 1.91 64.22% 375 55 -

Lomography 47,160 550K 00:04:27 5.67 40.64% 594,582 134K 7270

Fujifilm instax 3,157,030 5K 00:01:43 1.65 61.59% 29,865 1,404 30,744

The customer that attracts Socialmatic is mostly females, college students and searched by potential customers at work. All of these findings may or may not have a correlation between each other (Alexa.com, 2015). From the results, two personas have been created to illustrate the type of customers that are most likely to purchase Socialmatic. Younger generation like Matthew Jones will tend to use more mobile and laptop browsing whereas Angela Thompson, a mother of two will to be more likely to use the computer or tablet to browse (Figure Google Barometer). Therefore all communication channels are reachable to the customers.

2.3 Competitor Analysis (See Appendix Three for full analysis)

Fig.1 has been constructed to support Socialmatic in analysis who are there competitors are. It was difficult to determine who the competitors are because Socialmatic can be categorised in the instant print camera market as well as the digital camera market. The analysis have shown how Socialmatic has very little social media activities, which can be reinforced with the number of number of likes/followers that obtain in comparison to Lomography or Fujifilm Instax. However Lomography’s information are based on the whole Lomography brand

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website and not on a specific instant print camera model due to they don’t have a separate website dedicated to it like Fujifilm Instax. Therefore comparing Socialmatic to Lomography will be not as relevant oppose to Fujifilm when making marketing decisions.

Another finding that is key to potential marketing success for Socialmatic is the non-existence Instagram account, which is seen to be a massive opportunity not being utilized and taking advantage of.

2.4 Internal Analysis (See Appendix Four for full analysis)

When inputting Socialmatic into Google, the first two results (minus the ad result) are the two Socialmatic websites. First one is the Polaroid website and second the Socialmatic camera itself, being on top of the result search on the first page is an advantage for Socialmatic. However by having two separate website, it maybe cause confusion for consumers who are actively looking for the product.

Both of the website have a similar structure in terms of blank columns on each side with all the information centralised on the middle of the webpage. This will keep the information concise and draw the user’s attraction to the middle of the page.

A self-conducted user experience have been experimented to provide more information and analysis into the website where the positives and negatives are. The results discovered in the user experience showed that both websites have similarities, which are; colour scheme and layout. Both websites uses the same colour and design scheme of the main toolbar but the only difference is the Polaroid website has optimized the toolbar to stay along on top of the window browser when users scroll down the page. This feature is one of the current trends in digital marketing.

The video in Polaroid should be a larger size with an auto-play setting as this will help the firm to engage and attract the users more effective with video advertising trending in 2014 (Furbank, S. 2014).

In terms of Socialmatic social media presence, this is an area where it needs to be improved. Key findings are that Polaroid Socialmatic uses very little social media to convey and engage customers whereas Socialmatic itself uses social media on a regular basis. This could be down to Polaroid is a large organisation, which they prefer to focus their activities into other products or areas in the organisation.

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Navigation through the purchasing process or finding out more information about Socialmatic needs to be developed and simplified, through the purchasing process it directs the users to the Polaroid Store which is a different department of the Polaroid branch then from the store it directs to the Amazon website where users can only pre-order Socialmatic at this current moment. From a mobile device perspective, this will disengage the consumer from continuing its search into the website, as multiples of tabs will need to be launched in order to get to the Amazon page.

2.5 TOWS Analysis

TOWS is a conceptual framework that allows businesses to expand their research further about the relationships between internal and external factors, which is then analysed to develop a strategy, action and tactic for effective operations in its business environment (Weihrich, H. 1982).

Socialmatic’s TOWS analysis shows that the internal factors such as weakness should be highly prioritized to avoid major issues in the future arising, as external factors are uncontrollable it’ll be best to amend and make decisions based within the company that are changeable.

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Polaroid - Socialmatic

Strengths – S1. Currently only product in the market

with instant print and Wi-Fi to share photos.

2. Instant photo print with ZINK (Zero Ink Printing technology)

3. No other cameras in the market offer instant print with digital sharing application.

4. High ratio on sentiment on Socialmention: 16:0 (Socialmention)

5. Polaroid Socialmatic awarded with photokina star award 2014 (Social-matic.com)

6. The ability to download loads of android apps

7. Each user & photo has it’s own unique QR code to share and connect with other Socialmatic camera users.

Weaknesses – W1. Low social mention, only 1 days average per

mention. (Socialmention)2. 56.54% bounce rate (SimilarWeb.com, 2014)3. Low number of pages viewed 2.59 compared

to competitors4. Currently low social media

awareness/promotion5. Relatively low megapixel quality for the rear

camera in comparison with the frontal 14-megapixel camera.

6. The camera casing isn’t shockproof or water resistant which will become an issue for Polaroid Socialmatic as its target customers ranges from the youngest at 10 years old.

7. Only connectivity through Wi-Fi

Opportunities – O1.According to Consumer

Barometer with Google, 69% of people first hear about the product/offer online. (Consumer Barometer)

2.Celebrity endorsement such as Taylor Swift (Ojeda-Zapata, J. 2014).

3.Offering a new service in terms of printing, capturing and sharing.

4.4G is establishing itself in products such as mobile phones, tablets

S1, S2, S3 to O1 – Invest heavily on online to increase the brand and product awareness.S4, S5 to O2 – Link celebrity endorsement to social media sites, as customers are more likely to purchase if celebrities are using them.

W1, W2, W3, W4 to O1 – Increase the engagement with customers through social media.W5 to O3 – Invest in R&D to improve the next model of Socialmatic or provide tool to improve the rear camera quality so Socialmatic remains market leader in terms of offering the new experience.W6 to O4 – Produce protective cases that will extend the life of the Socialmatic product.

Threats – T1.Kodak’s instamatic is an

instamatic camera & android phone

2.Competitors may launch similar product which could outside the Socialmatic

3.Product not being launched earlier

4.Socialmatic haven’t been advertised properly or effectively.

S1, S2, S3 to T1 – Socialmatic is currently the only product with instant printing and sharing technology so won’t be getting into the mobile phone market.S5 to T2 – With Socialmatic awarded with photokina star award 2014, customers will recognize it’s a good product.

W1, W2, W3 to T4 – Decrease the bounce rate on the Socialmatic websiteW1, W2, W3 to T4 – Increase the UK desktop website traffic as it’s currently 3rd behind Italy and USA (SimilarWeb.com, 2014)

W4 to T4 - Create a separate social media account to increase online brand awareness

Fig. 2

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3.0 Digital Marketing Objectives

Marketing objectives is set out to achieve targets of the marketing functions and must be consistent throughout the organization as a whole. For businesses to meet their marketing objectives, firms need to have a marketing strategy or tactic in order to become successful. There are different types of marketing objectives, which all depend on size of the firm, market position, innovation range, brand loyalty and security/survival (Allan, P. 2013).

From the TOWS analysis, three marketing objectives have been created to help Socialmatic to improve their digital presence. These marketing objectives have been developed through SMART technique to ensure that the objectives are achievable. To ensure that the objectives are critical, it has been analysed with the marketing mix and key performance indicators.

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Fig. 3: Objective Analysis Table Objectives Specific Measurable Achievable Realistic Time-bound 7P’s KPI

1. Create a separate social media account to increase online brand awareness with hash tag

To create an Instagram account specifically for Socialmatic to increase it’s product awareness with hash tag

Comparing the number of followers to its competitors on Instagram and number of followers per week/month

Able to get technical staff to create an Instagram page for Socialmatic

This will increase the brand awareness of Socialmatic which will lead to a potential increase in sales for the product

Takes less than a few days to create the Instagram account. A few weeks to advertise the new Instagram account. After 3 months, review the success.

Promotion: Extending the Socialmatic brand by promoting via InstagramPeople: Branching the way people can access more information or experience about Socialmatic

Number of followers on Instagram which then could be compared with competitors.Number of likes on posts on Instagram.Number of photos posted with the hash tag.

2. Increase the UK desktop traffic, as it is currently 3rd behind USA and Italy

To improve the UK website’s SEO and attract more customers to the website.

Based on competitor analysis, increase % of traffic in UK from 7.49% to 33%+ to become leading traffic.

This will involve the design and technical team to improve the websites usability and accessibility for the customers.

This objective will increase the chance of people purchasing the Socialmatic camera from the UK.

It will take approximately 2 months to review, design and implement an improved website. After 3 months from launch, review the website.

Promotion: Enhancing the UK website to encourage customers to visit the website.Process: Produce an attractive process for customers to navigate on the website.

Comparing bounce rates, page views, duration on website with statistics before the improvement.

3. Reduce the high bounce rate on Socialmatic website by offering a competition campaign

By using engaging marketing tools to encourage customers to look further into the website for more information.

Current bounce rate of 56.54%, reduce it to 40% in the first 6-8 months.

Involve the marketing and design team to improve and developing techniques that will encourage customers to look around in the website.

Decrease the bounce rate and increase the time on site, page views and ultimately the estimated visits.

Potential parallel process with objective 2 as it’s interlinked. Therefore approximately 2 months to review, design and implement the decision. Then 2 months after, review the website.

Process: The customer process on the website will be more engaging through the new information and layout.Physical Evidence: Improving the interaction with customers online.

Weekly or month reviews on the bounce rate.

Sales/transactions

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3.2 Chaffey’s 5S Model

Smith and Chaffey suggest that there are 5 factors to consider in digital marketing. The framework presents a wide range of objectives that can be summarized as the 5 S’s, which are Sell, Serve, Speak, Save and Sizzle (Smith and Chaffey, 2001).

Objective

Sell, Serve, Speak, Sale, Sizzle (5 S’s)

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Serve – Creates another dimension where customers can reach and interact with the business through social media.Speak – Creating an Instagram account for Socialmatic will allow Polaroid to monitor and analyze how customers associate with the product through social media, what captions, picture or hash tags they use with the product.Sizzle – By having a separate Instagram account from Polaroid, it will create strong brand awareness and gain a better reputation.

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Sell – Offer new materials on the UK website to engage with customers and increase the traffic, pages view and decrease bounce rate.Speak – By optimizing and improving the content of the UK website, this will allow to see which pages are popular, not popular and fundamentally why.Sizzle – The success can be determined through SEO page ranking tools such as checkpagerank.net, WooRank or Alexa Rank. This will provide information whether the website is laid out professionally.

3Serve – In order to reduce the bounce rate, we would be offering customers new content to retain them on the website.Sizzle – Improvements on the websites design/layout will help to gain a better recognition.

Fig. 4

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4.0 Digital Strategy

4.1 Ansoff’s Matrix

The model above focuses on the company’s present and potential future product of engagement through considering four possible product/market combinations to grow. The matrix identifies two key factors for businesses, what is sold and whom it is sold to (Ansoff, H. I. 1957).

Objective 1 –The movement to New Products means Polaroid will create a new product by the new social media account, this will be an Instagram account as Socialmatic currently doesn’t operate one and will benefit from it as Instagram is solely about taking photos and sharing photos.

Objective 2 –Again, this objective starts in the existing market and existing product section of the matrix due to already having activities in the UK market but by improving the traffic and position in the UK through new marketing methods, it will gradually move towards the New Market criteria.

Objective 3 – This objective stays firmly in this allocation due to not expanding any aspect but decreasing the website’s bounce rate by creating a competition campaign. SimilarWeb was one of the main factors that influenced this objective as the website didn’t attract and retain users long enough to look into the website.

Fig. 5

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4.2 Strategy

The strategic method that Socialmatic could consider is the pull strategy where businesses strive to connect with front potential clients who are actively seeking the products of services. This type of strategy includes techniques such as search engine optimization. However pull strategy wouldn’t be applicable for all three objectives, nevertheless Socialmatic will also have to consider a push strategy where it is more effective for awareness building but sales conversion rate is relatively low (Becker, B., Stolz, C. and Maxwell, A. 2010). The low sales conversion dilemma wouldn’t conflict all the objectives as they are all based around creating awareness of the product and not about generating or meeting sales target.

Therefore objective one will be more appropriate to adopt a push strategy where it can take full opportunity of the awareness building techniques.

4.3 RACE Model

The RACE model helps businesses to identify their key marketing activities by covering the customer’s full lifecycle or marketing funnel. This will design activities that help brands to engage with their customers throughout the lifecycle, which is then evaluated and digital analysed through Key Performance Indicators (Chaffey, D. 2013).

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ReachIn this stage, it is all about creating brand awareness for Socialmatic. In

order to increase traffic on their website and social media platforms such as Facebook, Twitter, Pinterest and YouTube. Search Engine Marketing will

have to be implemented to ensure that Socialmatic is the top result or at least one of the top results across all search engine platforms. The number

of fans/followers, visitors on pages and inbound links will be the key performance indicators for this section.

ActAlso known as “interact” is based on persuading Socialmatic visitors or social media followers to take the next step on their journey where they

will be interacting further into the website, which could be accessing more information about Socialmatic, where the product can be purchased and

news about it. Actions such as “followed you on Twitter”, “Socialmatic has replied to your comment” helps consumers to participate and build rapport with the brand itself, which in affect may bring other consumers along the

trend. Key measures for act are; Time on site, Likes/Comments/Tweets and Lead Conversion.

ConvertOnce the customer has reached Socialmatic and has interacted with the brand and product then it is time to convert it all into

sales, which is all the convert stage is about. For many businesses, this can be either online or offline sales but for Socialmatic it will be online sales or at the moment to pre-order Socialmatic. From

the customer pre-ordering the product, this forms an instant relationship, which will generate commercial value for

Socialmatic such as lead (Chaffey, D. 2013). Key metrics for this section includes number of orders, revenue or average order

value.

EngageAfter the conversion stage, it is vital for businesses to

ensure that a long-term engagement with customers is being carefully planned out. Building the relationship over

time through multiple interactions such as emails, competitions, and hashtags sharing is a number of ways to

boost the customer lifetime value. Key measures to determine this success are through repeat purchases,

written reviews of the product or referrals.

Fig. 6

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4.4 STP

Within the SOCTAC framework, the STP process answers the questions of “How Do We Get There?” it is the most commonly applied marketing strategies in practice (Hanlon, A. 2013). The model helps to create marketing communication plans, which then prioritise a tactical approach to engage with the right customers.

4.4.1 Segmentation

Segmentation is compulsory in any kind of business either its digital or non-digital as it is unlikely to meet all the customers needs in the market. By segmenting the company’s target, it will provide the best opportunity to prioritise its customer groups. For Socialmatic, there will be more than one segment therefore by using this model it will help to design and emphasise relevant benefits that is required for that segment which is a more efficient approach rather than a scattergun approach (Hanlon, A. 2013).

According to (Alexa.com, 2015) there are more females than males looking into the website of Socialmatic. Another statistic is that studies in college are looking into the product, which could assume that Socialmatic should be targeting the younger generation. Lastly, the browsing location is at the highest at work. This may assume either a social media influence or word of mouth from other colleagues at work is mentioning Socialmatic.

4.4.2 Targeting

Targeting section of the model helps to narrow down the segmentations by evaluating the attractiveness of each result. For Socialmatic, it would be assumed that the market most appropriate for its product would be consumers aged between 16-32 years old females as this will cover the potential users in the early/late education stages up to the working life.

These statistics could be all interlinked with each other but it is best to analyse and find the most appropriate combination to effectively target the right consumers. This could be targeting young people aged 16-21 years old through the use of social media and mobile and computer interfaces because this age bracket uses mobile devices more than other age groups. For potential consumers aged over 21, it maybe best to target through the use of computers and tablets, statistics show how users in the age bracket browse online through tablets and computers.

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4.4.3 Positioning

This last element of the model illustrates the market overview of where the product should be placed (Hanlon, A. 2013). The position strategy for Socialmatic would be to establish the “quirky – trend/fashion forward vibe” to the brand by capitalizing on celebrity endorsement with Taylor Swift for example so she has been one of the most talked about celebrities in 2014. It is essential that Socialmatic ensure that messages are being signaled to its target audience to maintain and build relationships. Socialmatic can create value by building a competitive advantage with associating their product with celebrities, which will then allow the business to enhance further advantage through optimizing an Online Value Proposition.

4.5 OVP (Online Value Proposition)

Also known, as “OVP” is a method that shows how you can offer a product in a way that will create experience to engage with customers online (Smart Insights, 2011). In order for Socialmatic to have an OVP advantage over competitors would be to offer a virtual customization on Socialmatic website, similar to car websites where consumers can custom to their needs. This feature should include aspects such as, colour options, case/cover options, the ability to zoom in and out, 360 degree rotation and personalized engraved text on the camera as this will add value to the product and become more of a personal item rather than just a camera.

5.0 Tactics & Recommendations

5.2. Recommendation 1 – Social Media account: Instagram

There are main benefits for creating an Instagram account for Socialmatic because Instagram is solely based on taking and sharing photos to users all around the world, which shares the same concept for Socialmatic with its motto “Shoot, Print, Share” (Social-matic.com, 2015). On an everyday average, there are 70 million photos uploaded, 2.5 billion likes daily and 300 million monthly-activated accounts (Instagram.com, 2015). These statistics are just the front cover of how powerful and popular Instagram has established itself in the digital world and in social media. To gain followers on Instagram at the start it’ll mean following celebrities and other users associated with the product then uploading regular photos on the profile with hashtags and tags will help to generate awareness and likes on the profile. In the marketing mix, this objective will be based on promotion and people as mentioned previously in the assignment.

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5.3 Recommendation 2 – Increase UK advertisement through banners on UK websites and YouTube advertisement.

From SimilarWeb, the traffic from United Kingdom isn’t as high as Polaroid projected, the solution for this would to be introduce a content marketing tactic of Google ad advertisement on UK website and pre roll YouTube video advertisements. In 2012, video was the fastest growing form of ad as video are more effective than reading text to portray a message across to users, 95% of viewers retain messages from videos compared to the 10% whom read in text (Carter, B. 2014). With pre roll YouTube ads, the ad will be played before the selected video will and if the user watches the advertisement for 30 seconds, it’ll be charged roughly 7 pence, anything under wouldn’t be charged. This is a cost-effective way to broaden and generate brand awareness for Socialmatic as there are more than 1 billion unique users visit YouTube each month (Youtube.com, 2015). By using YouTube as a hub to draw potential consumers to the Socialmatic website, it will increase the referrals traffic sources, which is currently low compared to Search traffic.

5.4 Recommendation 3 – Themed photograph upload contest on social media with hashtags

Social media contest is one of the most popular ways to create awareness of the business or product. This objective can be linked to objective 1 because the contest will be more focused on the Instagram side of social media rather than Facebook and Twitter. The contest will be theme-based where users will take photo’s of themselves to enter the contest with “hash tagging” a specific word in their upload, for example #socialmoustache or #polartache if its moustache themed. All information about the contest will be on the website, which will encourage consumers to access the website and reduce the bounce rate. In addition, there will be a ranking/tally system on the website to illustrate who is winning the contest so far and the winner is based on the most likes on a

Fig.7 (SimilarWeb.com, 2015)

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photograph and the duration of the contest might be every month or every three months depending on the prize.

6.0 Implementation Plan

6.1 Budget Plan

A six months digital budget plan has been produced, which gives the outline of the costs to implement the digital activities. The budget has been set at £80,00 and the implementation total cost comes to £66,000. Given that YouTube pre roll ad charges fluctuate depending on demand of viewing the ad, £2,000 seem to be a reasonable cost for each month until May where potential product launch and awareness has increased.

Fig.8Elements of the Marketing Mix

Recommendation 1 Recommendation 2 Recommendation 3

ProductPlace X XProcess XPeople X XPhysical EvidencePromotion X X X

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Total budget:£80,000

Budget Implementation Plan

Digital Marketing Activities:

January February March April May June

Creating an Instagram account

£500 £500 £500

Creating Google Pre Roll Ad for YouTube

£2,000 £2,000 £2,000 £2,000 £4,000 £4,000

Creating a social media contest

£1,000 £1,000 £1,000 £1,000 £1,000 £1,000

Virtual Socialmatic Customization development

£6,000 £6,000 £6,000

Launch of the virtual Socialmatic Customization

£10,000 £10,000

Total cost per month

£3,000 £3,500 £9,000 £9,500 £21,000 $20,000

6.2 Gantt Chart

Outlining the marketing activities and when they are to be implemented.

Start Date: 05/01/15End Date: 08/06/15

Gantt Chart - Socialmatic

January February March April May June

5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8

Creating an Instagram account

Launch Instagram

Creating Google Pre Roll Ad for YouTube

Launch Google Pre Roll Ad

Creating social media contest

Launch social media contest

Virtual Socialmatic Customization development

Launch of the virtual Socialmatic CustomizationInstagram maintenance

YouTube Ad maintenance

Virtual Socialmatic Customization maintenanceMonthly reviews on activities

Create Launch Maintenance

Fig.10

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7.0 Control & Measurements

SimilarWeb should be used to analyse the estimated visits, bounce rate and geographical traffic, benefit from using this analytic tool will give Socialmatic the insight to its performance of whether the implementations recommended have been effective and this should be measured against previous month’s figures to create a detailed graph. This analyse will meet objectives two & three

Objective one can be measured by the number of followers, likes and hashtags from other users on Instagram. Again, this should be measured on a regular based of each month to analyse and discover for signs of improvements or issues before they arise. Using websites such as Keyhole and Iconosquare can be used to monitor the performance of the Instagram account and the contest with the hashtags.

To measure the sales in objective three, it would be suitable KPIs such as Product Performance where Socialmatic can identify which colour camera is performing better or which accessory has been purchased more than others and so fourth. This can also be used to recognise the success of the Virtual Customization software, as Socialmatic will identify whether consumers purchase the standard design or look further into customization.

8.0 Conclusion

To conclude, all the information given above in the digital marketing plan aims to provide Socialmatic with digital marketing objectives, which are achievable to increase brand and product awareness of Socialmatic. Thus, will also provide opportunities to acquire new customers in new-segmented markets, it will essentially improve Socialmatic’s current digital activities and services.

With the fast growing importance of social media marketing, the expansion of Socialmatic’s social media platform onto Instagram will support and increase the business social media activities in order to grow and compete within its market.

As well as the increase of social media advertisement, YouTube is another source of advertisement that has been very popular for businesses around the world. Users will be more likely to click on the link, which will direct them onto the Socialmatic website to increase its traffic within the UK market.

Linking to social media advertisement is social contest, this technique will help the firm to meet objective three by Instagram users looking into the website to see the contest prize and ranks.

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9.0 Bibliography

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Allan, P. (2013). Marketing Strategies. 1st ed. [eBook] AQA, pp.106-108. Available at: http://www.philipallan.co.uk/pdfs/txtbusa209.pdf [Accessed 5 Jan. 2015].

Ansoff, H. I. (1957). Strategies for diversification. Harvard business review, 35(5), 113-124.

Becker, B., Stolz, C. and Maxwell, A. (2010). From Push to Pull: Creating Demand for your Offering. 1st ed. [eBook] Technology Marketing Resource Centre & Canadian Innovation Centre, pp.3-4. Available at: http://innovationcentre.ca/wp-content/uploads/2011/09/From-Push-to-Pull-Creating-Demand-for-Your-Offering.pdf [Accessed 5 Jan. 2015].

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Carter, B. (2014). Why YouTube Pre-Roll Ads Rock & How To Take Advantage of Them. Content Marketing. [Online] Available at: http://www.convinceandconvert.com/content-marketing/why-youtube-pre-roll-ads-rock-how-to-take-advantage-of-them/#disqus_thread [Accessed 6 Jan. 2015].

Chaffey, D. (2013). Introducing RACE: a practical framework to improve your digital marketing. [Online] Smart Insights. Available at: http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/ [Accessed 6 Jan. 2015].

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Creative, Y. (2014). Our Web Design and Digital Marketing Predictions for 2015. [Online] Yoto Creative. Available at: http://www.yotocreative.co.uk/our-web-design-and-digital-marketing-predictions-for-2015 [Accessed 5 Jan. 2015].

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Furbank, S. (2014). 18 Digital Marketing Trends for 2014 You May Not Have Heard About. [Blog] The Fresh Egg Blog. Available at: http://www.freshegg.com/blog/18-digital-marketing-trends-for-2014 [Accessed 7 Jan. 2015].

Google Ads Settings, (2015). Ads Settings. [Online] Available at: https://www.google.com/settings/u/0/ads/preferences [Accessed 5 Jan. 2015].

Hanlon, A. (2013). The Segmentation, Targeting and Positioning model. [Online] Smart Insights. Available at: http://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-targeting-positioning-model/ [Accessed 6 Jan. 2015].

Hubspot.com, (2014). Marketing Statistics, Trends & Data - The Ultimate List of Marketing Stats. [Online] Available at: http://www.hubspot.com/marketing-statistics [Accessed 5 Jan. 2015].

Ignite Spot - Outsourced Accounting, (2014). The Blogconomy. [Image] Available at: http://www.social4retail.com/the-blog-economy-blogging-stats-infographic-2014.html [Accessed 5 Jan. 2015].

Instagram.com, (2015). Instagram. [Online] Available at: http://instagram.com/press/ [Accessed 6 Jan. 2015].

Miller, P. (2011). Lady Gaga and Polaroid launch Grey Label Instant Camera, Printer, and insane Camera Glasses. [Online] Engadget. Available at: http://www.engadget.com/2011/01/06/lady-gaga-and-polaroid-launch-grey-label-instant-camera-printer/ [Accessed 4 Jan. 2015].

Mintel, (2013). Digital Cameras - UK - April 2013. When Cameras Were Purchased. Mintel

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Ojeda-Zapata, J. (2014). Taylor Swift helps with ongoing Polaroid photo resurrection. [Online] TwinCities.com. Available at: http://www.twincities.com/business/ci_26863266/taylor-swift-helps-going-polaroid-photo-resurrection [Accessed 4 Jan. 2015].

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Pike, H. (2014). Instant film making a comeback in a digital-dominated market. [Online] The Globe and Mail. Available at: http://www.theglobeandmail.com/report-on-business/instant-film-shakes-up-the-photo-sector/article20294330/ [Accessed 6 Jan. 2015].

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Pixel Road Designs, (2013). The Growth of Social Media. [Image] Available at: http://www.sociallystacked.com/wp-content/uploads/2014/02/Social-Media-Facts-and-statistics-you-need-to-know-.png [Accessed 4 Jan. 2015].

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YouTube.com, (2015). Statistics – YouTube. [Online] Available at: https://www.youtube.com/yt/press/en-GB/statistics.html [Accessed 6 Jan. 2015].

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10.0 Appendix: Situational Analysis

10.1 Appendix One: PESTEL AnalysisFactor Overview PESTEL Factors Potential

ImpactImplications & ImportanceTime Frame: Type: Implication: Relative

Importance:Facebook ranked the highest percentage of social logins worldwide (Richter, F. 2014)

Technological High Short Threat Increasing High

UK family spending power continues to rise (Silvera, I. 2014) Economic High Long Threat Increasing High18-29 is the highest percentage of internet users who use social networking sites. (Pew Research Center's Internet & American Life Project, 2013)

Social High Medium Opportunity Increasing High

Product not launched yet so customers can’t read reviews about customer experience of the product.

Technological High Short Threat Increasing High

Consumer awareness is increasing as they go online reviews before they decide which place to visit.

TechnologicalSocio-cultural

High Medium Threat On Going High

The success of engaging new customers through social media such as Facebook (Pixel Road Designs, 2013)

Information Medium Long Opportunity Increasing High

72% of all internet users are now active on social media (Bullas, J. 2014)

Social Medium Long Opportunity Increasing Medium

Visits on social media are more popular on tablets than mobile phone devices except for Pinterest (Sales Force Marketing Cloud, 2014)

Social High Medium Opportunity On Going Medium

European Social Network (Esn-eu.org, (2015) Legal Medium Long Threat Increasing High

Online searching is more popular on the tablet than the mobile phone with 58% for tablet and 42% for mobile phone (Sales Force Marketing Cloud, 2014)

Technological High Medium Opportunity On Going High

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10.2 Appendix Two: Customer Analysis

The best way to identify the target consumer for Socialmatic would be through the use of personas. Personas are used throughout businesses to utilize and market their products the best they are, one of the key benefits of personas is understanding what potential customers want and need, which can depend on occupation, age, demographic, background life and money power (Sorenson, L. 2015).

The assumptions of the personas are based on the most likely buyers of Socialmatic.

Name Matthew Jones Angela ThompsonBackground - Full time art student, recently

joined photography society. Social out going student.

- Currently working part time to pay for expenses

- Part time accountant, used to work full time

- Two daughters (8 years old & 10 years old)

Demographics - Male, Single- 18-25 years old- Student income: £10,931 (based

on 11/12 figures Urbanicity)- Use of digital technology; Mobile

phone, and laptop

- Female, Married- 35 years old- Income: £22,000+- Uses the tablet and laptop majority of

the time

Identifiers - Creative Minded- Addicted to social media

- Organized- Likes to use the tablet everyday for

searching and social media- Keen outdoor walker with daughters

Goals - Make sure to get a full time job after graduation preferably in art/design

- To get into shape and improve fitness

- To raise enough funds to support both of her daughter financially

- Pay off her new vehicle- Go on holiday with the family

sometime soonChallenges - Issues with meeting deadlines for

assignments- Can’t find enough time to go to

the gym due to balancing university work and part time job

- Christmas period is approaching.- Wanting to share the nice scenic views

with people- Mobile phone battery dies out very

quickly

How We Help - With Socialmatic, it helps to save time as you can take photos anywhere and print instantly without the ink/printing costs

- Diverse his university work into new creative ways/ideas

- Price approximately £182

- Socialmatic is able to capture photos and share instantly.

- Battery life on Socialmatic of 12 hours- Polaroid a well-known brand for film

photos, therefore it is trusted in their products and photo quality.

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Real Quote “University work is difficult”“Wish I had more time”

“Printing is costing me a lot”

“Think I might start to scrapbook from all these walks”

“Such a beautiful view”“why does my phone always die when I

want to take a photo”“How do you upload this photo on

Facebook?”Common Objections - Might be too expensive to buy

the camera and the photo paper- Student expenditure restricted as

they need to pay for rent, mobile phone bills etc

- Little bit expensive if buying two for her daughters

- Are they durable?- Can I buy covers and cases?- Price of the Zink photo paper

Marketing Messaging - Instant photo printing- Specific selection of images to

print- Instant upload photos onto social

media

- 12 hours battery life- Instant upload to Facebook & other

social media- Excellent fun for the family

Elevator Pitch Shoot, Print, Share Shoot, Print, Share

The first persona is an art student who has recently joined the photography society; this is a good sign as he has an interest in photography, which is what Socialmatic is about. The only issue is the expenses and the cost of the Socialmatic camera. By targeting a consumer like Matthew Jones it’ll help Socialmatic to create a big awareness fast via social media as age 15-19 years old consumers spend at least 3 hours a day on social whereas age 20-29 years old consumers spend 2 hours a day (Bennett, S. 2014).

The second persona was based on a mother of two daughters who are 8 and 10 years old. With the design of the Socialmatic, this product mainly aims towards the younger generation and for users who want practicality and convenience. Polaroid Socialmatic is the only camera in the market that offers the instant printing as well as instant sharing on social media, therefore its customer will majority be targeting the 8-25 years old. One of the major influences in the target audience would be celebrity endorsement such as Lady Gaga (Miller, P. 2011). When companies introduce celebrity endorsement method with their products, it creates an enormous hype for the products. One of the most recent celebrities that have used Polaroid is Taylor Swift for her album cover and other merchandises (Ojeda-Zapata, J. 2014). This has created a buzz for instant cameras and with Taylor Swift idolise by many young people, this is why Socialmatic should target from ages as young as 8/10 years old.

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10.3 Appendix Three: Competitor AnalysisGlobal Rank

Estimated Visits

Time on site

Page Views

Bounce Rate

Facebook Likes

Twitter Followers

Instagram Followers

Social-matic 1,157,334 15K 00:01:50 2.59 56.54% 8,409 759 -

Kodak Instamatic2014

4,404,412 3K 00:00:46 1.91 64.22% 375 55 -

Lomography 47,160 550K 00:04:27 5.67 40.64% 594,582 134K 7270

Fujifim instax 3,157,030 5K 00:01:43 1.65 61.59% 29,865 1,404 30,744

Throughout many years in the instant camera market, it has been a constant battle between Polaroid and Fujifilm of which brand is the king of instant camera and to this day on, the debate still continues. However based on the research and information gathered from SimilarWeb, Lomography seems to be the best out of the four companies chosen in terms of social media and global ranking. However taken into consideration that the other three are dedicated websites for a product in the home brand and not for the whole brand itself, it’ll mean that Socialmatic is the product leading in comparison to it’s competitors.

It can be seen that Kodak Instamatic2014 has a very low time duration of 46 seconds on the website, due to the fact that the website hasn’t been fully developed and the idea of the Instamatic2014 is just a concept idea, nevertheless consumers can pre-order meaning consumers will receive emails when the product will be launched.

One of the reasons why Fujifilm is ranked low globally will be that not many consumers will be aware of the instax cameras have a separate website solely for instax cameras. However it has more social media recognition than Socialmatic, which is understandable, as Socialmatic hasn’t been launched yet.

Socialmatic have very little social media activities and none existence with Instagram, which is why the first objective is to create separate social media accounts to boost up the product awareness as well as the brand itself. It is questionable why all the firms don’t have their own applications when apps are the current driving tool to digital marketing success, with reports suggesting that by 2017, the number of apps downloaded will between 200 billion – 270 billion compared to the 70 billion – 100 billion in 2013 (Salz, PA. 2014) By creating app, it will allow businesses to engage with customers and users from a more convenient way which is what apps are all about. Making the practicality more convenient for the users.

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10.4 Appendix Four: Internal Analysis

10.4.1 Search Engine Marketing

In the global world, Google has the largest market share in terms of search engine marketing with 66.44% of the market and this success can be carried through to mobile and tablets where Google dominates the global search market with 87.46% as illustrated in fig.1 and fig.2. (Netmarketshare.com, 2014)

Mobilestatistics.com, (2012)

Fig.1 - Desktop

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When you type in “Socialmatic” into Google search box, Amazon appears on top of the search in the Google Ad for Polaroid Socialmatic. Google Ad is based on what is being searched on Google, location, language, time of day and which Google domain is being used (Google Ads Settings. 2015). This is a process of click-through that will encourage consumers to click on the top advertisement to direct them to the web page for further information. The top search result is the Polaroid Socialmatic website then the Socialmatic website itself, this for users will cause some confusion of whether which website to go to as they both are tailored to the Socialmatic product. The possible reason for being separate could be due to the Socialmatic name is an external brand that Polaroid has agreed to produce its cameras with. Therefore they want to keep the Socialmatic brand recognition separate from Polaroid to maintain and make aware to people that Socialmatic isn’t model of Polaroid but an external brand collaborating with Polaroid.

10.4.2 Web Content

To begin, the first issue of Socialmatic is the two separate websites. This will cause confusion of consumers and on the Socialmatic website only mentions little bit about Polaroid in the images. According to WooRank, the Polaroid Socialmatic website has scored 79.9 out of 100 with only a few aspects of the website to change, which suggests to include Google+ Publisher link on the website and a blog section. Blogs are becoming increasingly popular over the recent years with 31% more bloggers today than there were three years ago (Hubspot.com, 2014) and companies that blog have 97% more inbound links than companies that don’t, which emphasizes the importance of blogs and the growth in recent years (Ignite Spot - Outsourced Accounting. 2014).

On the Polaroid Socialmatic homepage, it has adopted the current trend of having the main menu toolbar stick at the top of the webpage when scrolling down the page. Another digital marketing feature that Polaroid Socialmatic has optimized is the theory of “scroll more and click less” which has been influenced by how people interact with web pages in the past couple of years. Especially with touch screen mobile phones are so popular these days, it’ll be easier for consumers to scroll rather than click on small screens. This concept can often

Fig.2 – Mobile/Tablet

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increases the engagement between the webpage and the consumer through the smooth transition. One positive aspect of this feature is the cut down of loading and data usage as majority of information is already on one page. (Creative, Y. 2014)

The main photo banner at the top of the page used is not engaging and attractive enough as its not inviting the consumer to explore the website. According to WebDAM, an auto played video on landing pages increase conversions by 86% meaning that it’ll attract and engage with consumers more rather than a still image (WebDAM, (2014)

On the other Socialmatic website, it has a similar page layout of keeping the each side column blank and keeping majority of information and images squared, this is to create a correlation of the shape of Socialmatic camera. Conversely, this website hasn’t optimized the constant header toolbar method which means customers will need to scroll back up to the top if wanted to navigate to another section on the website. Overall the website seem to be too simplistic and could involve more content marketing techniques to increase the website visits.

10.4.3 User Experience

In order to analyse the flexibility and usability of the website, a user experience test has to be conducted through assessing the layout & engagement, navigation and content.

10.4.3.1 Navigation and Content

Navigating through the Polaroid Socialmatic website will lost the users engagement and interest when trying to find the “pre-order/buy now” button or section. There isn’t a clear button or heading to show where the item can be purchased. When users manage to find the section to buy Socialmatic, it transfers to a different website to Polaroid store. By clicking on the buy now button on the Polaroid store it then directs to the amazon website.

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For the Socialmatic website, it is the same process when wanting to purchase the item, through the Polaroid Store then to the Amazon website.

10.4.4 Social Media Presence

The social media presence of Polaroid Socialmatic is moderately low and almost inactive. Whereas Socialmatic LLC (other Socialmatic website) have been using its social media to engage with customers and to portray its product to consumers.

For instance, on Facebook Polaroid Socialmatic have 440 likes and last posted 24 February 2014 whereas Socialmatic LLC have 8,812 likes and last posted 3 January 2015. This reflects how Polaroid’s lack of engagement into the social media aspect of the product has resulted in the current progress of the product. Socialmatic LLC is using the social media as its main platform to engage with as many potential customers as possible by creating images, videos and communication with customers regarding about their enquiries.

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Yet again, on the Twitter platform of social media, Socialmatic LLC has been taken full advantage of social media compared to Polaroid Socialmatic.

Twitter Socialmatic LLC Polaroid SocialmaticFollowers 788 22

Tweets 372(Last tweet 3 January 2015)

2(Last tweet 17 March 2014)

When typing the word “Socialmatic” on Social Mention, the sentiment is at a positive ratio of 20 positive to 1 negative. However it has only received 5 retweets, which is low for the amount of social media activity Socialmatic LLC has be doing. With a 33% reach is the number of unique authors to the total of mentions have acknowledged it (Socialmention.com). Overall in terms of social mention and awareness, it hasn’t performed outstanding and this is why objective 3 are in place to improve it’s social media activities.

Fig. 6

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Jordan Ho - C3351603Course: BA (Hons) International BusinessTutor Name: Anderson LimaWord count: 930

App Development & Briefing Paper: Out & About

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`Content

1. Describe how the content within the app delivers value for the

customer segment……...………………………………………………………..…....37

2. Outline procedures to build the app so that it would be accepted by

the mobile platform of your choice – iOS Platform……………………..…37

3. Recommend key metrics and techniques that can be used to

measure the effectiveness of the app………….………………………….…….38

4. App Development..……………………………..………………………….....……40

5. Bibliography…….……..………………..…………………………………….….….43

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1.Describe how the content within the app delivers value for the customer segment

To begin the briefing paper, the customer segment for my app would be people who like to spend their time more outside of the house rather than staying in. This app is suitable for all ages from individuals, couples, family or groups. The content within the app delivers value as it provide customers activities to do within the location through a series of categories to choose from:

- Outdoor activities (Hiking, Fishing, Golf, GoApe, Kayaking, Climbing, Snowboarding, Rafting etc)

- Restaurants (La A Carte, Day Restaurants, Pubs etc)- Local Events (Pub Quiz, Local Shows, Markets, Street Shows, Festivals)- Parks (National Reserves, Local Parks, Wildlife Parks, National Gardens)- Country Walks (Country Routes, National Walks/Attractions)

2.Outline procedures to build the app so that it would be accepted by the mobile platform of your choice – iOS Platform

To begin this app, I started by creating a main Home tab on the bottom of the app, which contains the Sign In/Sign Up section. I have devised the Sign In option into two part, Sign In with Out & About or Sign In with Facebook. With the option of signing into with Facebook it’ll allow the company to create and increase it’s brand awareness through social media. For people who doesn’t want to sign in with Facebook, they have the option with an Out & About account which will keep the customers attained through newsletters, offers etc. If it’s new customers then they click on the “Sign Up” button, which will take them to another page where customers will fill in their details and agree to the Terms & Conditions and Privacy Policy. I have put the must fill in sections in asterisks. After confirming details, it’ll go to a Welcome page, which you can precede by clicking on the “Begin!” button.

This will take the customer to the Search section where they can customize their search criteria by “Category”, “Number of People”, “Budget”, “Date (Optional)” and “Current Location” setting. This will give the results specifically tailored to the customer’s requirements.

On the main tab, there is also a History section, which will show you the past results you have clicked on; this feature will save time for the customer to fill in the search criteria in order to find what they specifically wanted from previous search results. Furthermore, customers are able to favourite their requirements which is located on the main tab bar. In this section, there will be a category logo to identify which category the customer have saved with the main title

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next to it and a small info about the place/event. By clicking on the favourite result. It will take the customer to Google Maps to show the location.

Lastly, the “Settings” division includes the option to turn notifications on or off, as some customers would prefer not to be notified. The first button in this section is the “Account” button, which allows the customer to edit your personal details. The “Review” button is essential to the app as it delivers value to the users and it’s a KPI to measure the success of the app. In this section, it gives you a “drop down box” from the recent place/events visited with a comment box, ratings 1-5 option and “send” button. If customers are having any issues or queries then there is a “Contact Us” button where they fill in the details with address and comment box for their needs. The last button allows the customer to “Sign Out” from the app. In this section, there are also links to social media such as Twitter, Facebook and Instagram to keep the customers engaged and aware of the app.

These are the procedures and activities involving the making of this application.

3.Recommend key metrics and techniques that can be used to measure the effectiveness of the app

Ways to measure the effectiveness of the app is through KPI (key performance indicators) According to Chaffey, D., Smith, P.R. (2008) these include: unique visitors, total number of visits, repeat visits, duration, subscription rates, conversion rates and churn rates. For this app, I believe the way to measure its success is through the number of reviews submitted; number of sign up per month and time on app.

Measuring the effectiveness of the app through the reviews submitted would provide an insight of how customers are using and engaging with the application. This is the key metrics of measurement as it is one of the features that will benefit the customers. Reviews is one of the important methods of customer decision making as BrightLocal (2013) provided statistics expressing how customers occasionally do read reviews to determine whether it’s a good business/product.

Number of sign up per month will be a good measurement because it will help us to analyze which months has performed well and which months is hasn’t, as a result we can make decisions if the app needs to improve in order to attract more potential customers and boost sign up per month. This is an acquisition metric, one of the three key areas to measure apps effectively (Singer, A. 2012). Within the acquisition section it includes measurements such as new & active users, app store traffic sources, app versions and device overview. These are all important factors to take into account when understand where do the users come from. Time on app will measure the average session time a user will be in the app for and identify how engaging the information and quality of the app is. If the session time is low then we will

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have to look into the app and see what needs to be changed to extend the user’s period on the app, which could be through improving content, visibility of the app and simplifying the ways to navigate around the app.

App Development

By clicking on “Sign In with Out & About” leads you to this screenshot. Where you type in your email address and password.

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Clicking on “Sign Up” takes you to a different screen where you fill in personal details and accepting the T&C’s.

After clicking “Create Account” will take you to the Welcome page with a brief welcome info message

Once clicking on “Begin” on the welcome page, it will take you to the Search section.

This is the History tab of the app, showing the recently viewed results.

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This is the Favourite tab of the application, which will contain the results which you have favourite.

Once clicking on one of your favourite results, it will show you the location on Google maps which the Entry fee

The Settings is the fifth main tab of the app.

By clicking on the “review” button it will navigate to a different page where you can review your recent visited places/events with a giving rating from 1-5.

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Bibliography

BrightLocal, (2013). ReviewBiz | Generate Online Reviews | Reputation Management | BrightLocal. [online] Available at: http://www.brightlocal.com/seo-tools/review-biz/ [Accessed 7 Jan. 2015].

Chaffey, D., Smith, P.R. (2008) E-Marketing Excellence: Planning and Optimising Your Digital Marketing, 3rd Ed., Butterworth-Heinemann, Oxford.

Singer, A. (2012). What You Should Know About Measuring Your Mobile App. [online] ClickZ. Available at: http://www.clickz.com/clickz/column/2213378/what-you-should-know-about-measuring-your-mobile-app [Accessed 7 Jan. 2015].

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