Lo2 report: Be able to research the development of digital media technologies to support the planning of a new product

The introduction of globalisation and new technologies has evolved the market place so that media companies have to use more below the line marketing methods to ensure they reach their target audience. They use Web 3.0 and semantic web technologies to recommend and market products that you may seem interested in. They achieve this through tracking your data and recognising your interests so that they can be marketed to you using a machine algorithm. Examples include Facebook, Google, and Youtube. One of the key benefits of the semantic web is having large amounts of data, knowledge and information made understandable and accessible to machines. A Web 3.0 environment enhances the user experience by providing rich and interactive advertising opportunities. This is a boon for marketers because they can now deliver more targeted ads to consumers. With Web 3, marketers will be able to provide a more efficient strategy and advertise their products. Also, due to content creator applications, such as Fl studio and Logic, prosumers can easily create and share content on social media channels. My product will allow prosumers to create and share their content similar to Soundcloud, but the music creation features in my app will be more similar to FL studio mobile, meaning they will be able to make content more easier. The app will also be available on multiple devices, by doing this users will have more ways to access the app, and we will market this as a selling point in our adverts. alongside this, we will also make social media accounts for different social media channels. This will allow us to communicate with our audience on a global scale, meaning we can market our product to a wider target audience by following trends and collaborating with our audience and influencers. Many media companies do this to ensure that they appeal to their target audience. Tidal is a music streaming service owned by the rapper Jay Z, they constantly collaborate and sponsor other content creators and use their social media channels to promote the app and appeal to their target audience. Showing how globalisation and new technologies have evolved media organisations and the way they market and distribute their products. 

Social media is a new driver of the convergent media sector. The term social media refers to technologies, platforms, and services that enable individuals to engage in communication from one-to-one, one-to-many, and many-to-many. While the Internet has always allowed individuals to participate in media not only as consumers but also as producers, the social aspect of media convergence did not flourish until the 2000s, with the rise of Web 2.0 sites that aimed to be user-focused, decentralised  and able to change over time as users modified them through ongoing participation. With this, conglomerates have used social media to market their brand and communicate directly with their target audience. By creating these accounts they ensure they have a space that they can use below the line marketing methods so that they can market new products directly to their target audience. Also, due the the convergence of media technologies, content can be created and shared more easier, leading to the introduction of prosumers and user created content. This has introduced the users to infinite access to that content as it is more obtainable through digital apps like Netflix, Youtube, and Spotify. This is known as the long tail theory, which states that the introduction of Web 2.0 brought infinite access to media products as they are easier to find on streaming services, rather than in shops that sell physical copies. This influenced most companies in my sector to become more digital and stream their content exclusively on their website. Conglomerates such as Disney, AT&T, and Netflix all stream a wide range of exclusive content on their site that can only be watched using their streaming services. I can emulate this by having exclusive content and features that users can only access through using my app. This will give my target audience more of a incentive to download and use the app. 

For the creation of my product, I will need a graphic designer to create the layout for for my website, and a coder to build it once the layout has been crafted. These job roles are traditional for the creation of an app or website, they are needed to achieve a product that will appeal to its target audience. The graphic designer will be able to work with the client (which is me) to choose the layout, house style, and calligraphy that will be featured within the app. By communicating with the the graphic designer, we can create site maps and visualisations diagrams that will help us design a fast and easy navigation system that includes all the features that I plan on implementing. A coder will help build the app from the pre production documents like the visualisation diagram and site maps. He will be able to create prototype versions of the app that will help us find faults in the design. This will help build a better product in the long run.

A Tech Project Manager plays a super important role, as they know how to make an app, and they hold the entire team together. This is a role of authority as well as of the most responsibility. The project manager has to identify opportunities, their teammates’ capabilities, and the work environment to optimize the progress. Project managers also play a pivotal role in creating projects that serve the clients’ best interests and the company alike.   In order to be eligible for this position, a degree in project management is required. Along with this, it is also advisable to ensure that the candidate has good leadership skills. Comprehending the clients’ needs and the company is a priority, so understanding is also expected. 

Knowing how to create an app is not the only factor that can help in its success. For a mobile application to be successful, the application must be launched correctly. The role of a marketing manager is precisely that. A marketing manager’s role is to come up with strategies that will yield profits for the client. They keep a close eye on the development of the mobile application and, in accordance with the same, build strategies that can appeal to the masses.  A marketing manager must possess a degree in marketing, administration, finance, or a related field to be eligible for the job. Significant experience and knowledge in branding, market strategies, and handling software like HubSpot is appreciated as well. 

Lastly, good communication skills are a must. A marketing manger is vital for releasing an app to the public. With them we will be able to build a target audience and market a product to both a mainstream population of people who like music, and a niche population of prosumers who create they're own music and want a way to spread.  We will use below the line advertising methods such as targeted adverts, joint ventures, and sponsoring music creators. Plus, we will be using above the line marketing methods to market such as posters, tv advertisements, and radio adverts to a wider target audience. 

My app will be built around user created content, and will allow prosumers to upload and edit music inside the app. These prosumers will both consume and produce content on the app. Prosumers can help your brand reach more customers by influencing other people, driving sales. Therefore, you need to include them as an integral part of your marketing strategy. This is why we would sponsor influencers and other creators to advertise our product to their audience, as their audience may also be interested in our product. 

Research from https://ideausher.com/blog/how-to-make-an-app/

and https://www.platforme.com/blog/the-prosumer-era-a-new-opportunity-for-fashion-brands