SpeedPay App Marketing: Digital Communication Project Development

This report details a project focused on developing a digital communication strategy for marketing the SpeedPay app, a payment application for Speedway Petroleum Australia. The primary goal is to increase app awareness and adoption among a target audience of 18-50 year olds, with a particular emphasis on reaching disadvantaged groups such as pregnant mothers, elderly individuals, and people with disabilities. The project involves researching customer requirements, developing targeted strategies, and implementing these strategies using various digital channels. Key findings highlight the importance of digital presence in today's app market, with a focus on leveraging social media platforms like Facebook and YouTube, as well as utilizing Google AdWords for targeted advertising campaigns. The report recommends continuous monitoring and adaptation of advertising efforts based on user engagement and download rates, emphasizing the need for creative and easily understandable content to attract and retain users. Ultimately, the research concludes that a strong digital communication strategy is essential for the sustainability and growth of the SpeedPay app.

PROJECT DEVELOPMENT DIGITAL COMMUNICATIUON
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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".

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Introduction and background The famous petroleum company Speedway Petroleum has provided low
price fuel for citizens.
By doing this we can say that this group is high in demand as compare to other retailer because they
provides inexpensive fuel to automobilist
In doing this, Speedway strives to be highly competitive and our presence means that Sydney isn't
dominated by a few multinational fuel retailers. Our ability to provide inexpensive fuel to motorists also
helps keep the city's overall fuel prices down.
What Makes Speedway Different?
Speedway Petroleum Company makes them different from other companies because, they provide
unleaded fuels, diesel, and professional car services as do other fuel retailers but we do it unlike any
other.
This group is strongly stand because they provide the high quality fuel like unleaded diesel and petrol and
their franchisee is increasing day by day this shows that it is makes popularity between the citizen ao
Sydney very much and high in demand. Their station have the well-equipped workshop to service the
vehicle and their mechanics is fully trained, they also have the convenience stores and restaurants for the
people’s convenience.
By using their petrol station locator we would help to find the right direction to the nearest Speedway
Petroleum station.
Digital communication system goals

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Digital communication is a marketing a campaign strategy through which the SpeedPay app which
enhances to build strong awareness to the public about the application. During the launch of the SpeedPay
app, it can be made available in the market and the marketing campaign is established so that the users
will understand about it. In other words, we can say Digital marketing strategy is the procedure to find
marketing objective , then to identify the channels on which we want to publish our ad, to know our
target audience, then we have to conduct digital marketing auditing, then optimize which channel and
assets are best.
From below figure we can see the digital marketing goals:
The contents of digital marketing are:
 Audience
 Content
 Context
 Medium
Like in Normal marketing strategy where push and pull strategy is used we also use those in digital
communication.
 When we use Push marketing in digital communication we means that we regularly sends the
message without monitoring that person is seeking our ad or not, example of this type of
marketing is news blogs and website.
 When we use pull marketing digital communication we means that we are monitoring how much
audience is seeking our ad, example of this type of marketing isSEO, Social Media, Blogging,
Email marketing and other visual forms etc.

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Target Audience
This app is very useful for all the people aged 18-50, but its more beneficial for a disadvantaged group of
people like pregnant mothers, old people, and people with disabilities and mothers with children. So these
are our main target audience because they do not frequently use the internet and not the frequent user of
social media
I have made some research about the internet users age wise and social networking users we have some
statistics which we have shown in the below graph.
Graph Of Internet Users Agewise Social Media Users Graph
So we can see from the survey graph aged people are using more internet in Australia and from another
graph we can see Facebook and Youtube users are very high, so first we promote our app on Facebook so
every people can see the ad because we can see from graph Facebook users are maximum so we have
taken into consideration that the people aged from 18-50 will definitely watch the ad and most probably
will purchase this app, and secondly we have to make a video in which we have to instruct how to use this
app and benefits of app and upload this video on Facebook and Youtube.
So to reach on our target audience like 18-50 aged personas and specially old people, pregnant women
and mother with babies we need to publish ad of our app again and again after some time we have to
monitor how much people have used this app if we found less than we have to create another
advertisement with more creativity, so every people have to know about it and use it.

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Promotional strategies
As a marketing technique, SpeedPay app can be marketed hand in hand with some other devices. We as
the software vendor may lies or work in collaboration with some of the companies who are selling or
producing smartphones so that our application can be promoted. Also, another way through which the
SpeedPay is through designing promotional strategies such as selling it at a discounted price which will
attract more customers. So the SpeedPay app will be displayed on offers another way in which the
application program can be promoted is through provisioning of a trial version application. A trial version
is provided for the specific number of days and the system will automatically deactivate as soon as the
days are expired. This technique will allow the users or the clients to interact with the system until they
are used and then they can choose to purchase it.
So we need to prepare with all the basics which are mentioned below for performing inbound marketing
program.
We know our audience. For marketing first we need to research our target audience and our website and
its content has been developed according to the needs of the customer.
We're creating great content. It is very important that if we are posting about our app in a blog then its
content should be creative and easy to understand people does not interested to read the book.
We need to actively participate to attract audience. To target our audience first we need to active on
social media, we have to use SEO, the content of the app is easily shareable and also we need to publish
guest posts on various sites which regularly personas visited.
We have to done analytics. We need to take smart decisions for marketing,time to time analyze the
audience interest.
We can Use Google AdWords:
By keeping all the above mention points in mind we can use AdWords for the promotion of our app,
Adwords publish the attractive and useful ad on all of its partner channels.
In the below figure we can see how an ad of an app Adventure Duck is published on different google
apps.

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Adventure Duck app promotion
Beyond Adwords, Utilize Social Paid Ads
Social networking sites like Facebook, LinkedIn and twitter these are very popular social sites now and
approx every group of people used it so publishing of ad in those sites are more beneficial, but they offers
the paid ad, so we need to pay for publication of the ad.they goes with the strategy pay per click ads. All
these things we do with social paid ads come under the inbound strategy.
But for targeting the specific audiences it is very crucial to engage the headline that creates more attention
and should be eye-catching
We can also be campaigning by creating opinion poll on Facebook.
Through these campaigns, the public is asked general answered questions like, "Do you have a SpeedPay
app" before and after the campaign. (Loring et al, 2011) They have to answer YES or NO and the results
will be as stated in the graph below.
Before
Campaign
NO YES
After
Campaign
YES NO
We can also make a video in which all the instruction about how to use the app is given and the
advantages of using this app are also mentioned in the video. This video we can publish on youtube and
also on FaceBook and also used the Whatsapp group Messaging.
We can also send the app link in various WhatsApp group along with an eye-catching line like "Grab the
Deal With this app"

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Conclusion
The SpeedPay is generally developed to assist in the transport sector on factors regarding security and fast
delivery of service to all public and private vehicles. But to provide its benefits to citizens we need to take
help of digital media
Digital media is the best platform For the promotion of an app. We only needless to pay for our app
promotion and Google AdWords gives the facility to publish the ad for free but only on Google support
platforms so if we want to publish our ad on social networking sites we need to pay. Digital media not
only helps to make customers it helps to increase more customers from the existing. .So we can say
digital marketing makes very much impact on our tatget groups.
After doing my research I found that the customer would first to gather all the information about the app
or product before purchasing, so digital mediagives the opportunity by provi ding the platform to to
understand about the product and then after full satisfaction they purchase it.
Now after the completion of my research I honestly believe that my research about target audience,
analysys and marketing ideas will be usefull in future for marker and analysts.
Finally, I concluded my research report by the line "App can't sustain without digital presence".

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