In my sophomore year, I developed a detailed IMC plan for a new navigation product. It included marketing research, creative elements, and message design, communication channel identification, budget estimation, and evaluation plan. I created a concept app that uses and analyzes crime rates in addition to GPS tracking to deliver to its users the safest and efficient walking route. You can read my professor's thoughts on the project in my recommendations below.
The document summarizes the findings of a survey on business-to-business (B2B) commerce in Indonesia. Key findings include:
- 65.4% of respondents were aware of e-commerce platforms for businesses, while 34.6% were not.
- 57.3% had heard the term "B2B commerce" while 42.7% had not.
- The most popular local B2B platforms were Bhinneka Bisnis (32.7%), Bizzy (23.4%), and Mbiz (15.9%).
- Over half of respondents who had used B2B services used Bhinneka Bisnis, indicating it is the most familiar
The document provides an overview of mobile trends in Latin America. It includes insights from research reports on topics such as mobile users, smartphone adoption rates, mobile spending, mobile behaviors, and mobile technologies in key Latin American countries. The document also discusses the growth of the mobile ecosystem and its economic contributions in Latin America. Overall, the document demonstrates the significant growth and potential of the mobile industry across the Latin America region.
The 2015 U.S. Mobile App Report by ComScoreVictor Kong
The document reports on a study of mobile app usage conducted by comScore using their proprietary measurement tools, finding that smartphone apps now account for over half of total digital media time spent and that app audiences and usage are growing rapidly, especially among millennials, with the majority of app usage concentrated on users' most frequently used apps.
Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...Ericsson Latin America
Communication is a quintessential need. We meet it by being accessible to our friends, family and extended community in person and more often nowadays, online. Being able to make decisions on-the-go using relevant content that is accessible anytime, anywhere has assumed paramount importance among consumers. This Ericsson ConsumerLab Latin America study highlights the connectivity expectations of consumers as they go about their lives.
The banking & Fintech app market in the United StatesAT Internet
The document provides analysis of the top banking and FinTech apps in the United States based on benchmarks from July 2016. Some key findings include:
- Chase Mobile was the most rated banking app on Android and among the top apps for growth in ratings on both Android and iOS.
- Venmo saw the greatest increase in app satisfaction scores on both platforms and received high ratings for its social features that are differentiated from other payment apps.
- Personal finance apps like QuickBooks Self-Employed and Schwab Mobile experienced strong growth in ratings in July 2016 on Android and iOS respectively.
The document discusses the proliferation of kiosks, including photo kiosks. It notes that while photo kiosks only represent about 9% of the total number of kiosks, they are the dominant form of countertop kiosks. The document also discusses how retailers are increasingly using multi-functional kiosks to provide customer services but often ignore offering photofinishing capabilities. It argues that the photo industry needs to better promote photofinishing options at kiosks to drive sales and margins.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
The document summarizes the findings of a survey on business-to-business (B2B) commerce in Indonesia. Key findings include:
- 65.4% of respondents were aware of e-commerce platforms for businesses, while 34.6% were not.
- 57.3% had heard the term "B2B commerce" while 42.7% had not.
- The most popular local B2B platforms were Bhinneka Bisnis (32.7%), Bizzy (23.4%), and Mbiz (15.9%).
- Over half of respondents who had used B2B services used Bhinneka Bisnis, indicating it is the most familiar
The document provides an overview of mobile trends in Latin America. It includes insights from research reports on topics such as mobile users, smartphone adoption rates, mobile spending, mobile behaviors, and mobile technologies in key Latin American countries. The document also discusses the growth of the mobile ecosystem and its economic contributions in Latin America. Overall, the document demonstrates the significant growth and potential of the mobile industry across the Latin America region.
The 2015 U.S. Mobile App Report by ComScoreVictor Kong
The document reports on a study of mobile app usage conducted by comScore using their proprietary measurement tools, finding that smartphone apps now account for over half of total digital media time spent and that app audiences and usage are growing rapidly, especially among millennials, with the majority of app usage concentrated on users' most frequently used apps.
Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...Ericsson Latin America
Communication is a quintessential need. We meet it by being accessible to our friends, family and extended community in person and more often nowadays, online. Being able to make decisions on-the-go using relevant content that is accessible anytime, anywhere has assumed paramount importance among consumers. This Ericsson ConsumerLab Latin America study highlights the connectivity expectations of consumers as they go about their lives.
The banking & Fintech app market in the United StatesAT Internet
The document provides analysis of the top banking and FinTech apps in the United States based on benchmarks from July 2016. Some key findings include:
- Chase Mobile was the most rated banking app on Android and among the top apps for growth in ratings on both Android and iOS.
- Venmo saw the greatest increase in app satisfaction scores on both platforms and received high ratings for its social features that are differentiated from other payment apps.
- Personal finance apps like QuickBooks Self-Employed and Schwab Mobile experienced strong growth in ratings in July 2016 on Android and iOS respectively.
The document discusses the proliferation of kiosks, including photo kiosks. It notes that while photo kiosks only represent about 9% of the total number of kiosks, they are the dominant form of countertop kiosks. The document also discusses how retailers are increasingly using multi-functional kiosks to provide customer services but often ignore offering photofinishing capabilities. It argues that the photo industry needs to better promote photofinishing options at kiosks to drive sales and margins.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
MOBILE APP BENCHMARK: TOP 10 MOBILE SHOPPING APPS IN THE USAT Internet
Discover who's leading the shopping mobile app market in the US. This free benchmark report from AT Internet outlines the top 10 shopping apps in the US market.
For more benchmarks and studies from AT Internet, visit: http://www.atinternet.com/en/resources/surveys/
2018 will usher in an evolution of experience. We will see technology that empowers consumers, intelligent systems that will enhance our lives and the definition of reality and the
blending of physical and digital will begin to converge and redefine our world. Our new trend framework focuses on the core behaviors driving technology adoption and engagement. As a data-driven growth engine for clients, our goal is to look at every new technology and trend through a behavioral lens to understand why consumers gravitate to specific technologies and how those technologies establish and amplify new behaviors.
Our new trend framework focuses on the following three core areas:
Empower - Trends that allow consumers to own, create, and democratize experiences.
Enhance - Trends that enhance daily life activities and responsibilities through intelligent
systems and proxies.
Environment - Trends that lead to the frictionless connection between physical and digital experiences, reshaping our environment.
These three behavioral drivers align to provide consumers overall EXPERIENCE.
The document discusses extending airline touchpoints in 2018 through enhanced data sharing and integration. It provides an example from United Airlines of using shared travel data to offer services like late hotel check-in during flight delays directly through the airline's app. This seamless experience keeps travelers engaged within one brand's mobile presence. Looking ahead, further matching of data across a traveler's entire itinerary could allow airlines and travel providers to proactively assist customers and improve the overall mobile experience in 2018 and beyond.
LatAm is currently the world’s fastest growing mobile ad market. It’s uniquely placed to ‘leapfrog’ the US, Asia and Europe in terms of innovation and moving forward in total adspend.
So how come in 2012 the region only accounted for 0.6% of global mobile adspend?
This presentation dispels the myths that surround mobile advertising in LatAm, and uncovers the three predictions that makes it one of the most exciting to markets to operate in for brands, agencies and publishers.
The banking & Fintech app market in the UKAT Internet
Discover who's leading the banking & FinTech mobile app market in the UK. This free benchmark report from AT Internet outlines the top 10 banking apps in the UK market.
For more benchmarks and studies from AT Internet, visit: http://www.atinternet.com/en/resources/surveys/
E marketer digital_video_in_mexico-a_growing_viewership_attracts_content_and_...Jimena Sainz
This document provides an overview of digital video viewership and advertising in Mexico. It finds that digital video viewing is widespread, with over 23 million online video viewers in Mexico representing 81% of internet users. However, viewers primarily watch short-form content like music videos. Digital video advertising is just beginning to take off, with only $8 million spent in 2011, though this is expected to rapidly increase as content options expand. Major companies are launching new digital video services and platforms to tap into Mexico's growing viewership.
This document provides an overview of the state of mobile media in 13 countries from the IAB Global Mobile Anthology 2013 report. It discusses the growth of mobile internet usage and smartphone penetration worldwide between 2011-2012. Country snapshots from the Americas, Europe, and Asia/Pacific are included that provide details on mobile advertising revenues, operators, technologies used and IAB mobile activities for each location. The document also highlights trends in several countries, such as the growth of mobile apps and videos in Brazil and increased Facebook mobile usage in Canada.
This document summarizes a report by GP Bullhound on the mobile app ecosystem. It describes how the mobile app market has grown tremendously since the launch of the iPhone in 2007. The report identifies three pillars of success for mobile app developers: being relevant, cultivating large active user bases, and converting user relationships into revenue. It analyzes popular app categories and monetization strategies. The report also outlines challenges in the mobile app space and argues there is still significant opportunity for value creation.
comScore: Cross-Platform Future in Focus report (2017)Filipp Paster
Idea of this report to provide an examination of recent history in the worlds of TV and digital media with an eye toward what’s to come. One of the threads that immediately jumped out to us in our analysis of the digital media landscape is that there are now clear signs that the mobile media era – which has seen an explosion in incremental digital media usage – appears to be at the latter stages of its growth supercycle. Now, of course, mobile will continue to be a massive channel in terms of how consumers spend their media time, but the rate of growth is clearly beginning to taper off as the market reaches maturity.
This document discusses user experience (UX) considerations for connected vehicles. It notes that while technology promises future value in areas like infotainment, driver assistance, and vehicle health, many consumers do not adopt new technologies. Effective UX design requires understanding human factors and avoiding information overload. Interactions should feel more natural and contextual rather than relying on more screens. The future of mobility is expected to include a mixed economy with growth in alternative modes like ride- and car-sharing alongside private ownership, though changes may happen gradually rather than through revolutionary technologies.
11 Trends That Are Changing the Marketing WorldInside Social
Mobile technology is driving significant growth in digital marketing spending. As mobile usage increases, especially among younger demographics, marketers are shifting more budgets to mobile channels like in-app ads, mobile websites, and messaging platforms. Visual content like photos and videos are also becoming increasingly important across social networks as high-quality cameras become ubiquitous. Marketers are leveraging new technologies to create more personalized experiences for consumers through targeted ads, personalized push notifications, and real-time marketing tied to current events.
The document summarizes the results of a mobile app user experience survey conducted in Indonesia in 2018. The survey found that the most common options for registering or logging into apps were using email (35.71%), Google SSO (33.51%), and Facebook SSO (30.21%). The majority of respondents agreed that email verification was important for security. Most users preferred to learn about app functionality through embedded user guidelines. The preferred language for apps was Bahasa Indonesia. Portrait orientation was generally preferred for reading and productivity apps, while landscape was preferred for games. Search boxes and menus were common ways for users to find information within apps, while chat and help pages were preferred over calls for contacting customer service.
This document discusses lessons China has taught about the internet based on its experience and leadership in various areas. Some key points made include:
- China has the largest internet and mobile user base in the world, with mobile internet now dominating over PC-based internet access.
- Chinese internet and mobile companies like BAT (Baidu, Alibaba, Tencent) dominate the market and are pioneering the development of "super apps" that integrate multiple services.
- China leads in mobile payments, e-commerce, and venture capital funding for internet startups. Chinese companies also innovate in areas like online-to-offline integration and content/service delivery models.
- Looking ahead, China is poised to
The document discusses trends in mobile usage and expectations in 2016. It predicts that user expectations for mobile experiences will increase greatly, forcing companies to better integrate mobile into their overall strategies. Specifically, it forecasts that a quarter of companies will fully integrate mobile, treating it not just as a channel but as core to the customer experience. It also predicts that mobile success will be a key factor in the vendor landscape, with digital platforms seeking to own more mobile moments and consolidation among enterprise mobile vendors. Contextual data and next-generation mobile technologies will be important to fueling these new mobile experiences.
Evento Mobilidade 2016 - Chinese mobile marketing - Chen Yong - IAB ChinaIAB Brasil
This document summarizes China's mobile market and trends in digital commerce. Some key points:
1. China has the world's largest mobile market with over 1.3 billion users and 656 million mobile internet users in 2015. Mobile internet and payment are highly developed due to factors like broadband expansion and mobile dependency.
2. WeChat has become a leading social platform with over 800 million monthly active users. It integrates social media, payments, content and services into a popular mobile app.
3. E-commerce is huge in China, led by platforms like Alibaba's Taobao and Tmall. Mobile drives over 80% of e-commerce sales. Young generations are frequent mobile shoppers and
Tarama is a futurist with love of data and passion for marketing results. In 2012, her company Adobe started actively mining its wealth of data, to discover trends and perspectives of interest to marketers, most of whom were (and still are) struggling to get ahead of what is happening in the digital marketplace. They wondered: Is there anything that would better prepare marketers for this very challenging and ever-changing new world? Tamara Gaffney will show some of her findings and explain how every company can do marketing that is useful and how marketers can do better.
This document provides a summary of key tips for ensuring customers continue to transact through mobile apps. It begins by discussing the history and rise of mobile apps. It then outlines 5 tips: 1) Be aware of which operating system will provide the best returns; 2) Be sensitive to data privacy concerns; 3) Reduce payment friction; 4) Balance functionality and performance; 5) Build customer retention features. It provides supporting evidence and examples for each tip. The overall summary is that the document analyzes factors important for customer retention and monetization in mobile apps.
Informe Total Retail 2015 sobre el futuro de las compañías del sector #retail y #consumo. Descubre con qué frecuencia y a través de qué canales compran los #consumidores actuales.
The document provides a marketing plan summary for a navigation software called Talaria. Some key points:
1) Talaria is a navigation software that offers a personalized interface and experience for just $15 per month, distributed through major dealerships.
2) It has a dedicated customer service team available 24/7 and is based in the Los Angeles area.
3) The software aims to make driving fun again by offering a unique interface compared to dominant players like Google Maps and Waze.
SmallData was founded in 2015 to develop apps that optimize transportation networks. Their first product is a bus tracking app called Live Bus Tracker that provides real-time location data for buses in Long Beach. It currently has 2,000 users. SmallData plans to expand coverage to more cities and generate revenue from in-app ads. They will then transition to consulting and selling their own transportation monitoring software to organizations to support further growth. Currently seeking $10,000-$50,000 in funding for product development and marketing.
MOBILE APP BENCHMARK: TOP 10 MOBILE SHOPPING APPS IN THE USAT Internet
Discover who's leading the shopping mobile app market in the US. This free benchmark report from AT Internet outlines the top 10 shopping apps in the US market.
For more benchmarks and studies from AT Internet, visit: http://www.atinternet.com/en/resources/surveys/
2018 will usher in an evolution of experience. We will see technology that empowers consumers, intelligent systems that will enhance our lives and the definition of reality and the
blending of physical and digital will begin to converge and redefine our world. Our new trend framework focuses on the core behaviors driving technology adoption and engagement. As a data-driven growth engine for clients, our goal is to look at every new technology and trend through a behavioral lens to understand why consumers gravitate to specific technologies and how those technologies establish and amplify new behaviors.
Our new trend framework focuses on the following three core areas:
Empower - Trends that allow consumers to own, create, and democratize experiences.
Enhance - Trends that enhance daily life activities and responsibilities through intelligent
systems and proxies.
Environment - Trends that lead to the frictionless connection between physical and digital experiences, reshaping our environment.
These three behavioral drivers align to provide consumers overall EXPERIENCE.
The document discusses extending airline touchpoints in 2018 through enhanced data sharing and integration. It provides an example from United Airlines of using shared travel data to offer services like late hotel check-in during flight delays directly through the airline's app. This seamless experience keeps travelers engaged within one brand's mobile presence. Looking ahead, further matching of data across a traveler's entire itinerary could allow airlines and travel providers to proactively assist customers and improve the overall mobile experience in 2018 and beyond.
LatAm is currently the world’s fastest growing mobile ad market. It’s uniquely placed to ‘leapfrog’ the US, Asia and Europe in terms of innovation and moving forward in total adspend.
So how come in 2012 the region only accounted for 0.6% of global mobile adspend?
This presentation dispels the myths that surround mobile advertising in LatAm, and uncovers the three predictions that makes it one of the most exciting to markets to operate in for brands, agencies and publishers.
The banking & Fintech app market in the UKAT Internet
Discover who's leading the banking & FinTech mobile app market in the UK. This free benchmark report from AT Internet outlines the top 10 banking apps in the UK market.
For more benchmarks and studies from AT Internet, visit: http://www.atinternet.com/en/resources/surveys/
E marketer digital_video_in_mexico-a_growing_viewership_attracts_content_and_...Jimena Sainz
This document provides an overview of digital video viewership and advertising in Mexico. It finds that digital video viewing is widespread, with over 23 million online video viewers in Mexico representing 81% of internet users. However, viewers primarily watch short-form content like music videos. Digital video advertising is just beginning to take off, with only $8 million spent in 2011, though this is expected to rapidly increase as content options expand. Major companies are launching new digital video services and platforms to tap into Mexico's growing viewership.
This document provides an overview of the state of mobile media in 13 countries from the IAB Global Mobile Anthology 2013 report. It discusses the growth of mobile internet usage and smartphone penetration worldwide between 2011-2012. Country snapshots from the Americas, Europe, and Asia/Pacific are included that provide details on mobile advertising revenues, operators, technologies used and IAB mobile activities for each location. The document also highlights trends in several countries, such as the growth of mobile apps and videos in Brazil and increased Facebook mobile usage in Canada.
This document summarizes a report by GP Bullhound on the mobile app ecosystem. It describes how the mobile app market has grown tremendously since the launch of the iPhone in 2007. The report identifies three pillars of success for mobile app developers: being relevant, cultivating large active user bases, and converting user relationships into revenue. It analyzes popular app categories and monetization strategies. The report also outlines challenges in the mobile app space and argues there is still significant opportunity for value creation.
comScore: Cross-Platform Future in Focus report (2017)Filipp Paster
Idea of this report to provide an examination of recent history in the worlds of TV and digital media with an eye toward what’s to come. One of the threads that immediately jumped out to us in our analysis of the digital media landscape is that there are now clear signs that the mobile media era – which has seen an explosion in incremental digital media usage – appears to be at the latter stages of its growth supercycle. Now, of course, mobile will continue to be a massive channel in terms of how consumers spend their media time, but the rate of growth is clearly beginning to taper off as the market reaches maturity.
This document discusses user experience (UX) considerations for connected vehicles. It notes that while technology promises future value in areas like infotainment, driver assistance, and vehicle health, many consumers do not adopt new technologies. Effective UX design requires understanding human factors and avoiding information overload. Interactions should feel more natural and contextual rather than relying on more screens. The future of mobility is expected to include a mixed economy with growth in alternative modes like ride- and car-sharing alongside private ownership, though changes may happen gradually rather than through revolutionary technologies.
11 Trends That Are Changing the Marketing WorldInside Social
Mobile technology is driving significant growth in digital marketing spending. As mobile usage increases, especially among younger demographics, marketers are shifting more budgets to mobile channels like in-app ads, mobile websites, and messaging platforms. Visual content like photos and videos are also becoming increasingly important across social networks as high-quality cameras become ubiquitous. Marketers are leveraging new technologies to create more personalized experiences for consumers through targeted ads, personalized push notifications, and real-time marketing tied to current events.
The document summarizes the results of a mobile app user experience survey conducted in Indonesia in 2018. The survey found that the most common options for registering or logging into apps were using email (35.71%), Google SSO (33.51%), and Facebook SSO (30.21%). The majority of respondents agreed that email verification was important for security. Most users preferred to learn about app functionality through embedded user guidelines. The preferred language for apps was Bahasa Indonesia. Portrait orientation was generally preferred for reading and productivity apps, while landscape was preferred for games. Search boxes and menus were common ways for users to find information within apps, while chat and help pages were preferred over calls for contacting customer service.
This document discusses lessons China has taught about the internet based on its experience and leadership in various areas. Some key points made include:
- China has the largest internet and mobile user base in the world, with mobile internet now dominating over PC-based internet access.
- Chinese internet and mobile companies like BAT (Baidu, Alibaba, Tencent) dominate the market and are pioneering the development of "super apps" that integrate multiple services.
- China leads in mobile payments, e-commerce, and venture capital funding for internet startups. Chinese companies also innovate in areas like online-to-offline integration and content/service delivery models.
- Looking ahead, China is poised to
The document discusses trends in mobile usage and expectations in 2016. It predicts that user expectations for mobile experiences will increase greatly, forcing companies to better integrate mobile into their overall strategies. Specifically, it forecasts that a quarter of companies will fully integrate mobile, treating it not just as a channel but as core to the customer experience. It also predicts that mobile success will be a key factor in the vendor landscape, with digital platforms seeking to own more mobile moments and consolidation among enterprise mobile vendors. Contextual data and next-generation mobile technologies will be important to fueling these new mobile experiences.
Evento Mobilidade 2016 - Chinese mobile marketing - Chen Yong - IAB ChinaIAB Brasil
This document summarizes China's mobile market and trends in digital commerce. Some key points:
1. China has the world's largest mobile market with over 1.3 billion users and 656 million mobile internet users in 2015. Mobile internet and payment are highly developed due to factors like broadband expansion and mobile dependency.
2. WeChat has become a leading social platform with over 800 million monthly active users. It integrates social media, payments, content and services into a popular mobile app.
3. E-commerce is huge in China, led by platforms like Alibaba's Taobao and Tmall. Mobile drives over 80% of e-commerce sales. Young generations are frequent mobile shoppers and
Tarama is a futurist with love of data and passion for marketing results. In 2012, her company Adobe started actively mining its wealth of data, to discover trends and perspectives of interest to marketers, most of whom were (and still are) struggling to get ahead of what is happening in the digital marketplace. They wondered: Is there anything that would better prepare marketers for this very challenging and ever-changing new world? Tamara Gaffney will show some of her findings and explain how every company can do marketing that is useful and how marketers can do better.
This document provides a summary of key tips for ensuring customers continue to transact through mobile apps. It begins by discussing the history and rise of mobile apps. It then outlines 5 tips: 1) Be aware of which operating system will provide the best returns; 2) Be sensitive to data privacy concerns; 3) Reduce payment friction; 4) Balance functionality and performance; 5) Build customer retention features. It provides supporting evidence and examples for each tip. The overall summary is that the document analyzes factors important for customer retention and monetization in mobile apps.
Informe Total Retail 2015 sobre el futuro de las compañías del sector #retail y #consumo. Descubre con qué frecuencia y a través de qué canales compran los #consumidores actuales.
The document provides a marketing plan summary for a navigation software called Talaria. Some key points:
1) Talaria is a navigation software that offers a personalized interface and experience for just $15 per month, distributed through major dealerships.
2) It has a dedicated customer service team available 24/7 and is based in the Los Angeles area.
3) The software aims to make driving fun again by offering a unique interface compared to dominant players like Google Maps and Waze.
SmallData was founded in 2015 to develop apps that optimize transportation networks. Their first product is a bus tracking app called Live Bus Tracker that provides real-time location data for buses in Long Beach. It currently has 2,000 users. SmallData plans to expand coverage to more cities and generate revenue from in-app ads. They will then transition to consulting and selling their own transportation monitoring software to organizations to support further growth. Currently seeking $10,000-$50,000 in funding for product development and marketing.
APAC Mobile First Insights Report - Opera MediaworksOperaMediaworks
The document discusses insights from Opera Mediaworks' Q1 2016 mobile marketing report for APAC. It finds that:
- Mobile users spend 46 minutes per day in the top 100 apps, with an average session of 9.6 minutes, showing high engagement.
- Entertainment apps, especially games, dominate time spent versus social, search, or commerce apps.
- In-app advertising consistently sees higher clickthrough and conversion rates than mobile web.
- Using an SDK for mobile app advertising allows for more accurate targeting and customized creative compared to indirect access.
IRJET- Online Event Location Tracking using GPSIRJET Journal
This document proposes an online event location tracking system using GPS on Android devices. It aims to provide emergency services like police, hospital, and fire department to users based on their current location. The system uses GPS and wireless communication technologies to track a user's location and send it along with a request message to the nearest emergency services. It allows users to send distress signals with one-click to multiple pre-saved contacts and emergency services. This helps address issues with existing systems like delays in emergency response times and location tracing inaccuracies.
ResearchUber Technologies Inc. is an American worldwide service.docxronak56
Research:
Uber Technologies Inc. is an American worldwide service provided by contracted drivers who use a personal or rented vehicle to get customers to their destination. A ride is requested via app on any smartphone contacting the closest driver within the customer’s location. Payment is automatically billed to the customer’s credit card at the end of each ride. This service is currently available in over 66 countries and has grown wildly popular since founded in 2009. Unfortunately, this organization has recently been facing reputation damaging news involving customers service, privacy, unfair wages, assault, and lawsuits among other things. The news that happens to frequent the most are the ones involving lack of safety. These incidents are happening far too often as site, whosdrivingyou.org, is dedicating its time to inform the public the latest news regarding Uber and Lyft’s passenger’s safety. This public safety campaign highlights the risks of both companies as a list of incidents involving deaths, assaults, sexual assaults, kidnapping, felons, imposters, and driver DUIs are provided and frequently updated. Despite both Uber and Lyft taking focus, it is Uber who has been receiving the most attention regarding these issues. Considering this organization’s booming business and exposure, it's reasonable for Uber to suffer this far more due to being more commonly known than its competitor(s). Uber has become a household name whereas Lyft has yet to reach this level of recognition. The significance of this situation is that this unwanted attention is presenting an untrustworthy image to the public that is slowly causing a loss of credibility. Because when news such as this is surfacing, it is producing a fear among present or potential customers who hesitate or refrain from using this service entirely. In order for success to continue, sensitivity towards customers must be established as there is a responsibility to acknowledge these problems and create a solution for them.
This is not the first time Uber has dealt with this situation as it has been ongoing. Upon typing ‘uber sexual assault’ into google’s search engine, there are 307,000 results available within in the ‘News’ section. The problem is not just one existing incident concerning safety but numerous accounts of them compiling into the troubling situation it is today. The cause of this situation will be within the hiring process that includes a background check that is not as reliable as Uber claims them to be. According to Kessler (2015), “Uber has misled consumers by advertising "industry-leading" driver screening practices. Taxi licensing commissions typically use a background-check service called Live Scan, which takes drivers' fingerprints, whereas Uber uses services provided by the companies Accurate and/or Checkr. Fingerprints allow a background-check service to access the FBI's criminal record database.” Although these background checks do not guarantee or predict the ...
Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for two-thirds of digital media time spent, and smartphone apps alone now capturing roughly half of digital media time.
Why have apps become such a powerful force in our daily media lives? The power of habit. The comScore 2016 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.
This presentation provides an overview of the Waze navigation app. It discusses that Waze is a community-based traffic and navigation app that uses real-time traffic and road info shared by users to provide faster routes. It is developed by an Israeli company. The presentation compares Waze to Google Maps and highlights Waze's advantages like social integration and ability to share ETAs. It also outlines Waze's competitive advantage of using crowdsourcing to provide real-time updates, and discusses some of its disadvantages and security issues.
GPS tracking app development Steps, Cost and Features for 2024.pdfJPLoft Solutions
Many offices of multinational corporations offer this mobile tracking app feature, allowing them to follow the exact location of their workers. Distributing location-based mobile tracking apps for businesses such as Zomato, Airbnb, Ola, and many more has various advanced benefits. That is based on specific delivery applications.
Research was conducted for Ride With GPS, a cycling software company, to understand their existing market and potential for growth. Secondary research examined the cycling industry, competitors like Strava and MapMyRide, and trends in mobile/social media usage. Primary research through surveys and interviews found competitive cyclists were most likely to use performance tracking software. Results supported developing a Ride With GPS mobile app to engage more users and compete with Strava/MapMyRide apps. The research provided insights into customers and opportunities to help guide Ride With GPS's strategy.
LUMA Digital Brief 016 The Evolution of Digital MeasurementLUMA Partners
The document discusses the evolution of digital measurement from early web analytics and audience measurement tools to address challenges introduced by mobile and programmatic advertising. It describes how measurement evolved to address mobile apps, attribution, fraud, viewability and the rise of walled gardens like Facebook and Google. Major themes are the shift to people-based tracking enabled by mobile and the ongoing challenges of measurement as digital continues to change rapidly.
This report analyzes the latest developments in the global market for personal navigation devices and mobile turn-by-turn navigation services. It provides a 160-page analysis of the industry, including forecasts and commentary. The report examines navigation solutions for cars and pedestrians, as well as the impact of free navigation apps. It also profiles major companies in digital maps, traffic data, and navigation software development.
The document discusses trends in mobile applications and their impact on businesses. It analyzes how companies like Priceline, Expedia, Kayak, Starbucks and Chipotle have developed mobile apps to engage customers. Experts note that mobile apps now account for more usage than mobile web browsing. Businesses need to develop apps to stay competitive and provide customers with convenient services like booking hotels, ordering food, or making payments directly from their phones. As the use of mobile apps continues growing, companies that adopt this trend will see benefits while those who fail to adapt may lose business.
The document summarizes trends in mobile applications and their impact on businesses. It discusses how the rise of app stores and use of mobile apps has changed industries like hospitality. Businesses are creating mobile apps to connect with customers, and hotels now offer app-based bookings and services. The document advocates that businesses must adapt to this trend, such as by providing app-integrated services and information, to remain competitive.
For every tourism business, app development services are mandatory. If you’re searching for the best service providers in San Diego, this topic is a must-read for you. You’ll also learn a bit about the necessity of building an app for your company.
Source: https://www.moontechnolabs.com/blog/which-app-development-agency-should-you-hire-for-your-tourism-firm/
DOWNTOWN GRAND RAPIDS EVENTS MOBILE APPLICATION POSTER (4)jacob lewis
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IMC Final Project
1. Kelly Hannigan
WalkWaze: An extension of Waze, a GPS navigation system, intended for walking navigation
Part I: Concept Development
Background
Our company has recently been hired by Waze, a Global Positioning System (GPS)
navigation application (app) that uses crowdsourced information to report traffic, crashes,
roadblocks, and police activity. Waze believes that its “service allows car drivers to navigate to
their desired address. It allows drivers and users to assemble and update maps to reflect road
conditions and occurrences on them, such as traffic congestions, road accidents, etc.” (“Terms of
Use from Waze”). Waze uses mostly software to bring to life their successful business model.
GPS navigation, authorization, geolocation and voice instructions are the core features of Waze
and many other GPS apps. Waze sets itself apart from other navigation apps such as Apple Maps
and Google Maps because of the interactive and unique features they offer. These features are on
top of features many navigation apps offer such as the speed limit, turn-by-turn voice navigation,
and traffic patterns. Where the competitors stop, Waze goes a step further with their business
model when integrating the social elements from their customers to “develop solutions that
empower people to make better choices, from taking the fastest route to leaving at the right time
to sharing daily commutes” (“About Waze”). Waze has proven itself as a reputable navigation
system through its accurate travel time and partnership with Lyft as the official navigation app,
along with Spotify and Google Calendar partnerships. Waze, similarly, to their competitors,
filters out possible routes to your destination to provide users the fastest route.
2. Concept
What Waze doesn’t have, along with apps such as Google Maps and Apple Maps, is a
map that uses current demographics on certain crimes that determines the safest way home when
on foot. While time is of the essence when driving, no company has considered safety when
analyzing possible routes to take to get to your destination while on foot. Walking safety has
become a concern as of the late with the increase of street crimes and the growth of urban cities
which amounts to GPS systems leaving safety gaps in their operations. Waze has noticed this as
a potential market to expand into to grow on their current interactive features. Waze has decided
to launch an app as an extension of Waze. The new app will use and analyze crime rates in
addition to GPS tracking to deliver to its users the safest walking route while filtering out streets
considered unsafe, while also ensuring it is an efficient route. This is the next step to grow on
Waze’s current model that gives the power of navigation and safety back into their consumer's
hands. When analyzing crime rates, three demographics will be used to analyze the best route.
The three are as follows: robbery, homicide and forcible rape. The hope is that using these
demographics will offer the most accurate data while remaining unbiased. Also, it is crucial to
define what is viewed as a “safe route”. To begin with, streets that are well lit, which are usually
busier main streets, and are well frequented at night with people walking to and from their
destination tend to be safer due to the increase of foot traffic and bystanders. The end goal is to
increase the use of certain streets for foot traffic which will result in more people on the street to
increase civilian safety.
Part II. Marketing Research
Navigation App Users
3. In the 185 countries Waze is used, the United States alone has thirty million users a year
(Smith). Waze references themselves as a “global community of over 115 million people”
(“About Waze”) and this includes their drivers, riders, map editors and beta testers who all work
together to offer real-time accurate updates on navigation. Everyone who uses Waze, from
editors, testers, and users simultaneously and probably unknowingly work together to put forth
accurate calculations and data. The same four categories of contributors will be necessary for the
success of the new app. The use of navigation apps will only increase as our dependency on
technology does, in 2018, Statista surveyed over twenty thousand people asking who used their
phone in the past four weeks for online maps or navigation services. Despite the age ranging
from eighteen to sixty-four, the percent only ranged between 53% to 55%. On average 54% said
they used their phone to determine their navigation route. (Kunst) It is clear in today’s digital age
that people have become more dependent on phones to tell them how to get to their destination
instead of relying on their memory. Users do this because they trust the reputable GPS apps to
provide the most efficient route. With these high numbers, Waze believes it’s their moral duty to
also incorporate safety into the routes being offered to their consumers with their new launch.
Launch City
The city that Waze will first launch its new app in is Orlando, Florida. Orlando is a prime
city for product testing due to two major reasons. First, crime in Orlando is manageable and will
be easy to measure in regard to discovering if the app is reaching its goal of reducing crime
numbers. The Orlando Police Departments (OPD) 2018 Annual Report stated an increase in
violent crimes from 2017 to 2018. In 2017 the total number of violent crimes was 2,113 while in
2018 the number was 2,287. Overall, the OPD stated that crime was down 6.4% from 2017 while
leading into 2018 (“Orlando Police Department Annual Report”). These precise numbers along
4. with statistics on where the crimes are most frequent will help us analyze Waze’s new app
success. The second reason Orlando will be a prime location is because of the residents. Using
data from the 2018 US Census Bureau, we found the ages 20 to 50 make up the majority of the
female population (figure 1). As of 2018, the median female age is 34.2 with the female ratio 6
percent above the male population at 142,805. Orlando’s total population hangs below 300,000
with an annual growth rate of 1.63% (Orlando Population). Because of the measurable crime
rates and population in Orlando and high female population we will be able to measure the
success of the app in its first few months of launching. The opportunity to provide our consumers
with a safer route while walking and ultimately contributing to making our streets safer to walk
is what encourages us to succeed.
Target Market
While the new app can be used by anyone, we are targeting women from the ages of 20
to 50 due to the information we discovered above. This wide age will allow us to capture the
majority of the market segmentation in Orlando given the United States Census Bureau data that
has led us to conclude that women these ages equal around 109,432 (+/- 13,086) residents in the
Orlando area (Orlando Population)
Situational Analysis
Our positioning is on safety and accurateness to build trust with our consumers, and
especially women, to convey that we have their best interest in mind when routing their walk. A
study was done, titled Safety in Pedestrian Navigation: Road Crossing Habits and Route Quality
Needs, by the Austrian Institute of Technology that surveyed 139 people to analyze what factors
were most influential when deciding on a certain route to take. More than 40% of the
respondents ranked safety as the third factor in terms of unsafe routes (crime) and poor street
5. lightning (Schwarz, Stephanie & Sellitsch, D..). The survey was conducted in a metropolitan city
in Austria which offers a good model for Orlando. In six studies conducted since 2009 by Gallup
Crime Polls, 38% of Americans report feeling unsafe walking alone at night. The study also
concluded that there is a 20% difference between the fear of walking alone at night for men and
women-despite equally being likely crime victims (Norman). Given the numbers above, we
concluded our strength is the need for this app for our target market, women, and the fact that no
app similar is available to pedestrians. The new app being an extension of Waze allows growth
on intellectual property, advanced technology, and capital. One weakness we foresee is
convincing our target market that this app will benefit them to use and to increase their walking
patterns instead of turning to other travel assistance programs. Orlando has a high use of
ridesharing programs, from Lyft and Uber to Lime Scooters, and even horse and carriage rides
for a fee. These services offer safe and affordable travel options similar to our app, which is why
it’s crucial to set ourselves apart. With our new app, our opportunities are endless. We can begin
to grow the app after its initial success to let users submit a warning if they see instances such as
a street fight, a streetlamp shortage on a particular street and so on. We can also extend an
opportunity to neighboring businesses to mark their bar/store/company as a ‘safe spot’ if a
woman finds herself in trouble and needs assistance. External threats can be from those who
criticize the demographics used to determine a street's safety level, or people start using our app
for the wrong reasons to target our recommended streets.
Competitors
Our company has an advantage over our competitors given that an app like ours does not
currently exist meaning it is an open market for growth and innovation. That being said, shortly
after our launch other big names in the GPS navigation business will work towards creating their
6. version of our app service using our business model. Competitors that currently compete with
Waze such as Android Maps, Apple Maps and Google Maps may join the new market. Currently
all the listed apps offer the same walking services and features that Waze offers which sets no
app as a preference when using them for walking navigation.
Part III: IMC Planning
WalkWaze
Waze, which was founded in 2008, and owned by Google since June 2013, was titled as a
play on the word ways. This is where the idea for WalkWaze came about. WalkWaze is an
extension of the current app and will utilize the preexisting logo and brand associated with Waze
to spark brand loyalty among current users and people who are familiar with Waze but don’t use
it will trust our product because of Waze’s positive name recognition.
Our Brand
Having Waze’s brand recognition to build off of will make it easy for consumers to
recognize the familiar color scheme and icon. Waze’s slogan is ‘Outsmarting Traffic, Together’
so we came up with WalkWaze’s slogan: ‘Arriving Safely, Together’ (figure 3). From the
animated smiling car logo to the animations they use on the app during navigation with emoji
like images to represent car crashes/restaurants/gas stations and whatever else you might see
while driving, Waze has a happy-go-lucky vibe with relaxed undertones to help users associate
driving as a fun activity. WalkWaze is going to brand with the same images and animations to
make walking alone, especially when it might be nerve racking, a fun experience with users
knowing they’re in safe hands.
7. Social Media
At the launch of the app, WalkWaze is going to establish its social media presence on
three platforms; Instagram, Twitter and Facebook. Waze currently has an account on all three of
these platforms that has a combined following of 2,894,380 million people across the world
which is why we believe these three platforms will provide a strong starting presence for
WalkWaze to benefit from Waze’s following. Having a verified business account on these three
platforms proves the validity of the app and helps potential users feel safe as they research us. On
these platforms’ users can also easily interact with us by asking questions, leaving reviews, and
being able to read about our mission as an app. In addition, WalkWaze can also benefit off of
free advertising on the original app, Waze. Waze currently lets local businesses and major
companies advertise on their app and prices range from 2 to 1,000 dollars a day (Waze). This
along with Waze’s Carpooling feature amounts to all of Waze’s revenue which is estimated at
37.7 Million dollars.
Advertising
Our advertising mix is going to be combined between digital media and traditional media
to be as effective in our marketing as possible. Firstly, we will also use our business accounts on
the three social media platforms above to also promote WalkWaze and specify the ads to target a
specific region (Orlando) demographic (females) and age (20-50) for whatever time period we
see needed. This form of advertising is going to reach our target market the best because of how
precise we can set our ad exposure (figure 2). In addition, Instagram and Facebook are both
owned by the same company therefore allowing cross-ad sharing to be easily accessible. We’ll
also establish a traditional media presence by renting billboards, bus stop ad spots and building
8. space surrounding our launch city, Orlando, and hanging up fliers in local restaurants and bars
promoting its launch. We see the use of traditional media for our advertising as a must to reach
consumers while they’re walking to a certain destination, enticing them to download it on the
spot to try out WalkWaze.
Creative Element
Our digital media promotions will mimic similarly to Waze in which the app regularly
interacts with consumers and posts on social media (figure 4) and we’ll be able to tailor the ads
to our target market like mentioned earlier. Our traditional media will be focused on the most
during the startup period because we believe the best exposure and possibility of a user
downloading WalkWaze is when they are out in the city. We know traditional media will reach
our target market because a lot of our demographic lives and works in the city and they walk
around on any given day from finding somewhere to eat during their lunch break, going to
classes at UCF’s downtown campus or perhaps meeting friends for dinner. While WalkWaze is
an extension of Waze with a similar brand, we do see an opportunity to take loyal customers
from other navigation apps with our safety feature. We feel Waze should also advertise with
messages using the fear appeal for an emotional connection to consumers and with a comparative
feel for rational comparisons between us and our competitors. Flyers that will be hung in
Orlando Businesses’ will be informational with the hopes of catching a passerby’s attention with
enough time to be intrigued by WalkWaze (figure 5). Bus stops around Orlando will take on an
informative stance insinuating a feeling of fear in consumers before they realize they could
eliminate that fear by downloaded our app right then (figure 6). Billboards would be used on
highways surrounding downtown Orlando that would serve as an informational advertisement
9. (figure 7). Lastly, billboards throughout the city would serve as a comparative for consumers to
think about the navigation apps they currently use and whether or not the app considers their
safety a top priority (figure 8). These creative elements can easily be alerted for WalkWaze to
promote as ads to our target demographic on our three social media platforms.
IMC Goal and Budget:
With all the above information collected and in consideration, we have decided our
integrated marketing communication plan is going to be tailored towards Orlando, our launch
city, the first three months after launching WalkWaze. After three months, we will evaluate our
advertising plans, fix any feedback we have regarding the apps functions and see if we have
successfully captured our target market. After the first three months we hope to have captured
10% of our market. We set 10% as the goal after carefully considering the advertising platforms
well be using.
Advertising Cost:
Mentioned above, Waze currently has a revenue 37.7 million dollars from selling ad
space to companies. Waze is also owned by Google which as a company just reached one trillion
dollars in value (Wakabayashi) . That being said, advertising costs are luckily not an issue
regarding what we can afford to reach as far as brand exposure through advertisements.
The following are the average cost of the three social media platforms we’ll have a presence on
(“How Much Does Social Media Advertising Cost in 2020?”).
Facebook: $200 to $1500 a month & $0.97 CPC
10. Instagram: $200 to $1500 a month & $3.56 CPC
Twitter: $200 to $1500 a month & $0.38 CPC
With this information we can conclude that monthly we’ll be spending a max of 4,500 dollars on
advertisements. We decided to move forward with cost-per-click (CPC) bidding options which
requires us to pay the social media site every time someone clicks on our ad. While this option is
more costly than CPM (cost-per-thousand) its crucial to be able to measure the success of these
ads after the three-month period. The average cost to run a billboard in Orlando for a month
ranges from $800 to $4,500 a month depending on where in the city the ad is placed (Treece). If
we average our billboards at ten 2,000-dollar ones on our highways and more urban areas and
twenty at 4,500 dollars in the heart of the city the price each month will amount to 110,000.
Overall our advertising costs for the first three months roughly add up to 343,500 dollars. With
this number in mind were going to set our advertising budget at 400,000 dollars for buffer room
to offset costs not calculated such as making the billboards.
Part 4: Evaluation Plan
As we know the last step of an in an integrated marketing communication plan is to move
people to action. During this three-month period, we’ll be regularly interacting with consumers
on our social media platforms to increase word of mouth advertisements and build customer
loyalty. Because of our differentiated target market during the startup phase we’ll be able to see
if our social media ads are reaching our demographic with our set audience. If we discover that
our demographic uses other apps such as Pinterest or Snapchat regularly, we’ll be able to switch
gears. It’s harder to measure the success of traditional media advertising but we can install a
‘How did you hear about us’ popup for users first download the app to collect and analyze the
11. data. Lastly, we’ll have to utilize the consumer pricing model to ensure we’re allowing enough
exposure to our market for them to pay attention, comprehend and be moved to action by
downloading our app due to our effective and successful advertising.
Citations:
“About Waze: Connecting Drivers with Live Traffic Maps.” Free Driving Directions,
Traffic Reports & GPS Navigation App by Waze, 2020, www.waze.com/about.
“How Much Does Social Media Advertising Cost in 2020?” WebFX,
www.webfx.com/how-much-does-social-media-advertising-cost.html.
Norman, Jim. “In U.S., Women, Poor, Urbanites Most Fearful of Walking Alone.” Gallup
Poll Briefing, Nov. 2015, p. 3. EBSCOhost,
search.ebscohost.com/login.aspx?direct=true&db=buh&AN=115870700&site=eds-
live&scope=site.
“Orlando Police Department Annual Report.” OPD, 2018,
online.fliphtml5.com/gydm/xocz/#p=10.
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http://worldpopulationreview.com/us-cities/orlando/
Kunst, Alexander. “People Who Use Their Cell Phone for Maps/GPS Navigation in the
U.S. 2018, by Age Published by Alexander Kunst, Sep 3, 2019,doi:10.3897/bdj.4.e7720.figure2f.
12. Schwarz, Stephanie & Sellitsch, D & Tscheligi, M & Olaverri Monreal, Cristina. (2015).
“Safety in Pedestrian Navigation: Road Crossing Habits and Route Quality Needs.”
Smith, Craig. “14 Interesting Waze Statistics and Facts.” DMR, Expanded Ramblings, 6
Feb. 2020, expandedramblings.com/index.php/waze-statistics-facts/.
“Terms of Use from Waze, the Live Traffic Map Map.” From Waze, the Live Traffic Map
Map, 17 May. 2028, www.waze.com/legal/tos.
Treece, Kiah. “How Much Does a Billboard Cost? 2019 Pricing & Advertising Tips.”
Fit Small Business, 4 Feb. 2020, fitsmallbusiness.com/how-much-does-billboard-advertising-
cost/.
Waze. “Advertise Your Business on the Waze Map.” Waze Local - Ads That Reach
Nearby Drivers,
www.waze.com/business2?utm_expid=.DqVcRVTSPiLBEKyWPaHOQ.1&utm_referrer=h
ttps%3A%2F%2Fwww.google.com%2F#home.
Wakabayashi, Daisuke. “Google Reaches $1 Trillion in Value, Even as It Faces New
Tests.” The New York Times, The New York Times, 16 Jan. 2020,
www.nytimes.com/2020/01/16/technology/google-trillion-dollar-market-cap.html.