Marketing Strategy for SpeedPay App using Digital Communication

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Project Development
Client’s Name
Affiliate Institution
Date

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Executive summary
Today we are in the era of the digital world, So digital communication played a very crucial role in the
marketing of any app or product. So in this report, we are explaining how we have done marketing of app
by using Digital Communication. Here we have given ideas for marketing of an app which is used for
making payment for a petroleum company Speedway Petroleum Australia, the app used for this company
is called SpeedPay. Our target audience for the promotion of our app is mainly 18-50 age personas, old
people, pregnant mothers, the mother with babies and disabled persons. So we will make a strategy for
targeting these peoples.
SpeedPay app is an idea which was generated as a result of the influence of time wastage queuing at the
filling station. Our SpeedPay app was discussed with a team of four programmers to actually come up
with the facts affecting our transportation sector. This was done after we had identified the problem and
our main agenda why we come up with the application was to solve the problem which is mostly faced by
people like the pregnant mothers, mothers with children, people with disabilities and very old people.
(Akimova, 2017) We realized that these people are very slow while doing things and that is the big reason
why we choose to develop this system
Objectives of our research are to understand the Customers requirement, then develope the strategies for
customers, after that implement thos strategies to find our brand objectives and also we need to
understand about the change in buying behavior of the customer in this digital era.
Approach we have used for finding these objectives we first research aboiut our target audience and
theire requirements and then forwarding the app link and make the video which shown how to use that
app and benefits after that we have done monitoring. For achieving the first three objectives, I have
researched for the target audience like which age group used the internet and active on social networking
site frequently. Then we have done the app advertisement by social networking and by publishing the
video on youtube.
Now the main findings of our research are presented here. Today in digital world every Customers would
collect the information about the app. They collect more information like review and uses and size of an
app before download and using it. After my research I found that Australia has 88% internet usage which
is some highest penetration numbers in the world also we find 69% active social media users from the
total population, these statistics put Australia on top quintile globally across all measures. Advertisement
is very powerful tool because Most of the people is attracted through this,but they did not reached to the
last phase of using that app. So we need to focus on our target audience through digital communication.
My recommendation is we can use Google Ad Words for campaigning the Advertisement of SpeedPay
app. By using this campaign we can grow our business of mobile app like SpeedPay. Here, the advertiser
can promote the mobile app across search, Display, Play Store & YouTube. This Ad Words intelligently
use the text ideas and other eye-catching assets from our app listings. What we need to is? We only need
to provide some text and a budget and the bid is started. Also, we need to set languages and locations for
the ad. By using all this information, AdWords have the capability to design ads in variety in different
formats after that automatically Google test all different ad combinations and display by choosing the best
performer. It also has the monitoring feature so we can watch how people interested in our app, are they

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downloading or not if we found less downloading of our app we can modify our ad and then publish it, it
is very flexible to us to publish the ad and modify the ad if needed.
My successfully accomplished research and publication of this report shows that the marketing future is
in the hands of digital communication. There are many tools are available for digital marketing but I need
to keep in mind about our target audience, finally, I am concluding my research by the quotation "App
can't sustain without digital presence".