Upload
griffin-perkins
View
237
Download
0
Embed Size (px)
Citation preview
Slide 5-1
IT 361: E-Commerce SystemsChapter 7
E-commerce Marketing Communication
Social, Mobile & Local Marketing
Readings: Chapter 7
Slide 4-3
Introduction to Social, Mobile, and Local Marketing
Eyeballs -> ConversationNew marketing concepts “conversations” & “engagement” in
2007:– Rapid growth of SN users– Growth of smartphones– Growth of interest in local marketing
Desktop -> Smartphones
Social-mobile-local nexusStrong ties between consumer use of social networks, mobile
devices, and local shopping
Social Marketing
• Traditional online marketing goals– Deliver business message to the most consumers
(impression)• Social marketing goals (reach + engagement)
– Encourage consumers to become fans and engage and enter conversations
– Strengthen brand by increasing share of online conversation
Social Marketing Players
The Social Marketing Process
Fan Acquisition: attracting people to your marketing message.Engagement: encouraging visitors to interact with your content and brandAmplification: encouraging visitors to share their likes and comments with their friends.Community: a stable group of fans engaged and communicating with one another over a period of time
Facebook News Feed ads have a click-through rate 44x higher, and a conversion rate 5X higher, than right-side ads
News Feed Ads vs. Sponsored Ads
The goal of Promotion ads is to reach more of a company’s existing audience and some of their friends
Sponsored StoriesBuilt around user activity
The goal of Sponsored Stories to get more users to take the same action that a friend has
Typical Social Marketing Campaign
• Know your customer• Establish Social brand page – Content is King• Use comment and feedback tools to develop fan
comments• Develop a community of users• Encourage brand involvement through video, rich
media, contests• Use display ads for other pages and social search• Display Like button liberally
Measuring Facebook Marketing Results
• Basic metrics:– Fan acquisition metrics– Engagement metrics– Amplification metrics– Community metrics– Brand strength/sales
• Facebook analytics tools– Facebook Page Insights– Social media management systems (HootSuite)– Analytics providers (Google Analytics, Webtrends)
Mobile Marketing
• 90% of retail plans to have mobile marketing campaign
• People look at phones at least 40 times a day.• Mobile marketing formats
– Banner ads, rich media ads, and video ads– Games– E-mail and text messaging– In-store messaging– Quick Response (QR) codes– Couponing
The Growth of Mobile Commerce
$39B15% of retail & travel sales
Mobile Marketing Campaigns
• Mobile Web site• Facebook and Twitter brand pages• Mobile versions of display advertising
campaigns• Ad networks• Interactive content aimed at mobile user• Tools for measuring responses
– Key dimensions follow desktop and social marketing metrics
Local & location-based marketing
• Location-based marketing– Targets messages to users based on location– Marketing of location-based services
• Location-based services– Provide services to users based on location
• Personal navigation• Point-of-interest• Reviews• Friend-finders, family trackers
• Consumers have high likelihood of responding to local ads
Location-Based Marketing Campaigns
• Location-based considerations– Consider action-based, time-restrained offers and
opportunities– Consider target demographic and location-aware mobile
user demographics
• Measuring marketing results– Same measures as mobile and Web marketing– Metrics for measuring unique characteristics
• Reservations• Click-to-call• Friend• Purchase