This document contains summaries of several articles and documents related to digital media and marketing platforms: 1) The first section discusses engagement marketing, how it differs from traditional marketing in being more personalized and deeper, and how technology has empowered consumers. 2) The next section talks about how color psychology shows people prefer things that stand out and discusses color marketing preferences and connotations. 3) A third section summarizes an article on how Black Friday is becoming a bigger shopping event in the UK and discusses strategies from retailers like John Lewis, Dixons, and Argos.

1. Digital Media and Marketing
Platforms
Grace Stevens 14013222
Lucy Chattaway
Alex Caplan
Jess Conner

2. www.mobilemarketingwatch.com
Do You Fully Understand the Art of Engagement Marketing?
An example of EM are blogs because they are unlike
traditional marketing, however they have the exact same goal.
EM is a paradigm shift in reaching the market and has come
from the consumer being more empowered. Chandar
Pattabhiram suggests that technology advances have given
the consumer access to pre-purchase information and form an
opinion, especially before interacting with the actual business.
This then leads the business to be more personal with the
consumer, to then a stronger influence, next to the purchase
which makes that business more favourable and decreases
competition. Engagement Marketing is more personal and
deeper to the consumer.
What Colour is your Ad?
Psychological factor shows the ‘isolation effect’ on consumers proves
they like things that stand out. Men like bright colours, such as red, and
woman prefer softer colours, such as purple and pink. Colours are
recognised and processed from very early on and this helps with colour
marketing. Colours have perennial connotations, for example yellow
means happy, and therefore using these to their correct meaning can
have a positive effect for their marketing. Blue is the best neutral colour
to use, men resulted a 57% and woman 35%. This is because it is
neutrally used, such as the sky.

3. www.mobilemarketingmagazine.co.uk
Article: What does black Friday mean for UK retailers? John Lewis, Argos and Dixons
Originally as tradition from the US, the day after thanks giving.
Marks the Beginning of the shopping period
According to a survey by IORMA and Edigitalmarketing 72% of Brits say they are aware of Black Friday
2013 was the year this became big within the UK
John Lewis Black Friday:
Busiest day of year last year
During peak time of 7am-8am mobile traffic was fourteen times higher than before
Dixons Black Friday:
Expects traffic to be higher for black Friday this year than Christmas day last year when traffic was at 1 million
Smartphones and tablets set to account for 65-70% of this traffic
‘our second largest sales weekend of the year after boxing day’
Argos:
‘we monitor customer trends and we believe black Friday will be an even bigger event for customers this year’

4. Near Field Communication
• Wireless link that transfer small data between two close devices
• Examples of things that use it:
• Google Wallet
• Patient ID
• Bus Tickets
• The London Museum
Proximity Marketing
• Localised wireless distribution of advertising associated with a
particular place
• Examples:
• Ikea (coupons and offers)

5. App Development
• Mobile application development is the process by which application software is developed for handheld devices, such as personal digital
assistants, enterprise digital assistants or mobile phones.
iAds
Examples of iAds:
• Nike
• Dove
• Renault

6. Review of Instagram
• Instagram is an app that allows you to upload photos and videos with an edit
• You can also follow people to like and comment on their photos and videos
• It is available on multiple devices
• You can be logged on to multiple devices with the app
• It is a social media site
• It is good as there is no other app or social site as popular that focuses solely on photos
• You can post your photos to Twitter and Facebook
• The hash tag can be used to let other people who don’t follow you find your photo
• However, since the new IOS update their has been issue such as not being able to see your likes and comments and their being a delay on
interactivity

7. Review of Lloyds Online Banking App
• Fast and easy way to check online banking
• Allows you to review all transactions of the last two months
• Remembers accounts you have transferred to
• You can see all accounts you have with them
• It no longer texts you but sends you a text against scam scares which is more efficient
• Online have to put in specific letters of your password rather than both passwords as it used to be
• It’s very convenient

8. Review of Facebook Messenger App
• Inconvenient as it is separate from the Facebook app
• You have no choice as to whether you want to use it or not
• It can be slow when it comes to group messages
• The terms and condition are awful, an example is that they are allowed to message people from your account without you knowing
• It has all your mails from when you started Facebook which takes a long time to delete
• It takes up a large amount of memory
• The keyboard is inconvenient as it is easy to accidentally send stickers

9. QR Codes
Amazon eBay
Google
Echo Digital
Marketing! (US)