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Chapter 7E-commerce Marketing Communications
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Introduction to Social, Mobile, and
Local MarketingNew marketing concepts
Conversations
Engagement
Impact of smartphones and tabletsSocial-mobile-local nexus
Strong ties between consumer use of socialnetworks, mobile devices, and local shopping
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Online Marketing Platforms
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
Figure 7.2, Page 416 SOURCE: Based on data from eMarketer, Inc., 2013a.
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Social Marketing
Traditional online marketing goalsDeliver business message to the mostconsumers
Social marketing goalsEncourage consumers to become fans andengage and enter conversations
Strengthen brand by increasing share of onlineconversation
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Social Marketing Players
The most popular sites account for 90%of all social network visits
Facebook, LinkedIn, Twitter, Pinterest, Tumblr,
Google+, MySpace, InstagramUnique visitors vs. engagement
Engagement measures the amount and intensity
of user involvementFacebook dominates in both measures
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Social Network Unique Visitors
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
Figure 7.3, Page 417 SOURCE: Based on data from comScore, 2013b.
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Engagement at Top Social Sites
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
Figure 7.4, Page 418 SOURCE: Based on data from eMarketer, Inc., 2013x.
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The Social Marketing Process
Five steps in social marketing, alsoapplicable to local and mobilemarketing
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
Figure 7.5, Page 419
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Facebook Marketing
Basic Facebook featuresNews FeedTimeline (Profile)
Graph SearchSocial density of audience is magnified
Facebook is largest repository of deeply
personal informationFacebook geared to maximizing connectionsbetween users
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Facebook Marketing Tools
Marketplace AdsNews FeedBrand Pages
Promoted PostsSponsored StoriesLike ButtonMobile AdsFacebook Exchange
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Typical Facebook Marketing Campaign
Establish Facebook brand pageUse comment and feedback tools to developfan comments
Develop a community of usersEncourage brand involvement through video,rich media, contests
Use display ads for other Facebook pages andsocial searchDisplay Like button liberally
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Measuring Facebook Marketing Results
Basic metrics:Fan acquisition metricsEngagement metricsAmplification metricsCommunity metricsBrand strength/sales
Facebook analytics toolsFacebook Page InsightsSocial media management systems (HootSuite)Analytics providers (Google Analytics, Webtrends)
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Twitter Marketing
Real-time interaction with consumers160 million users worldwide
60% access Twitter from mobile device
Will Twitter become the next Google?Basic features
Tweets and retweetsFollowersHashtags
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Twitter Marketing Tools
Promoted TweetsPromoted TrendsPromoted Accounts
Enhanced Profile PageAmplify
Television Ad RetargetingLead Generation Cards
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Typical Twitter Marketing Campaign
Follow others relevant to your contentand conversationExperiment with simple PromotedTweetsFor larger budgets, use Promoted Trendsand TV ad retargetingFor retail business local sales, buildLead Generation Card
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Measuring Twitter Marketing Results
Similar to Facebook resultsFan acquisition, engagement, amplification,community, brand strength/sales
Analytics toolsTwitter
s real-time dashboardTwitter
s Timeline activity dashboard
Third-party toolsTweetDeckTwitalyzerBackTweets
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http://twitalyzer.com/5/index.asphttp://twitalyzer.com/5/index.asphttp://twitalyzer.com/5/index.asp8/10/2019 Chapter 7 Ecommerce Marketing Communications
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Pinterest Marketing
One of the fastest-growing and largest image-sharing sitesEnables users to talk about brands using
pictures rather than wordsFeatures include:
Pins and re-pins to boardsShareFollowContributorsLinks to URLSPrice displays
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Pinterest Marketing Tools
Pin It and Follow buttonsPin as display adTheme-based (lifestyle boards)
Brand pagesURL link to storesRetail brand PinsIntegration with other social sitesNetwork with users, followers, others
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Typical Pinterest Marketing Campaign
Create Pinterest brand page and multiplelifestyle-themed boards
Improve quality of photosUse URL links and keywords
Utilize Pinterest product pins, Pin It buttonsIntegrate with Facebook and Twitter
Measuring Pinterest Marketing ResultsSame dimensions as Facebook, Twitter
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The Downside of Social Marketing
Loss of controlWhere ads appear in terms of other contentWhat people say
PostsCommentsInaccurate or embarrassing material
In contrast, TV ads maintain nearcomplete control
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Insight on Society: Class Discussion
Marketing to Children of the Web in the
Age of Social Networks
Why is online marketing to children a controversialpractice?
What is the Children
s Online Privacy ProtectionAct (COPPA) and how does it protect the privacy ofchildren?
How do companies verify the age of online users?Should companies be allowed to target marketingefforts to children under the age of 13?
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Mobile Marketing
More than 246 million Americans use mobiledevices
140 million use smartphonesDevices used multiple times per day
Mobile marketing formatsBanner ads, rich media ads, and video adsGames
E-mail and text messagingIn-store messagingQuick Response (QR) codesCouponing
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The Growth of Mobile Commerce
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
Figure 7.6, Page 446 SOURCE: Based on data from eMarketer, Inc., 2013e.
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How People Use Mobile Devices
Largest use: entertainmentIncreasing use of search
Restaurants and dealsPeople, places, things25% of Google search is from mobile devices
7% of mobile users shop
Tablets are fastest growing source ofmobile revenues
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In-App Experiences and Ads
Mobile useApps 80%
Game and entertainment 42%
Social sites
31% Discovery and search 25%
Browsers 20%
Most effective in-app adsPlaced in most popular appsTargeted to immediate activities and interests
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The Multi-Screen Environment
Consumers becoming multi-platformDesktops, smartphones, tablets, TV90% of multi-device users use multiple devices
to complete actionView ad on TV, search on smartphone, purchase ontablet
Marketing implicationsConsistent brandingCross-platform design
Responsive design
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Mobile Marketing Features
20% of all online marketingDominant players are Google, FacebookMobile device features
Personal communicator and organizerScreen size and resolutionGPS location
Web browserAppsUltraportable and personalMultimedia capable
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The Top Mobile Marketing Firms by Revenue
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
Figure 7.11, Page 452 SOURCE: Based on data from eMarketer, Inc., 2013j.
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Mobile Marketing Tools: Ad Formats
Mobile marketing formatsSearch adsDisplay ads
VideoMessaging: SMS text messaging with coupons orflash marketing messages
Others: e-mail and sponsorshipsMobile interface versions of socialnetwork techniques
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Mobile Ad Spending by Format
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
Figure 7.12, Page 454 SOURCE: Based on data from eMarketer, Inc., 2013k.
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Insight on Business: Class Discussion
Mobile Marketing: Land Rover Seeks
Engagement on the Small ScreenWhy do mobile devices represent such apromising opportunity for marketers?
Have you ever responded to mobile marketingmessages?
What are some of the new types of marketing
that mobile devices have spawned?
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Mobile Marketing Campaigns
Mobile Web siteFacebook and Twitter brand pagesMobile versions of display advertising
campaignsAd networksInteractive content aimed at mobile user
Tools for measuring responsesKey dimensions follow desktop and social marketingmetrics
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Measuring the Effectiveness of a Mobile MarketingCampaign
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
Figure 7.13, Page 459
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Local and Location-Based Marketing
Location-based marketingTargets messages to users based on locationMarketing of location-based services
Location-based servicesProvide services to users based on location
Personal navigationPoint-of-interestReviewsFriend-finders, family trackers
Consumers have high likelihood ofresponding to local ads
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The Growth of Local and Location-
Based Mobile MarketingPrior to 2005, nearly all local advertising wasnon-digital
Google Maps (2005)Enabled targeting ads to users based on IP address and generalgeographic location
Smartphones, Google
s mobile maps app (2007)Enabled targeting ads based on GPS
Location-based mobile marketingExpected to quadruple by 2017
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Local, Mobile Local, and Location-Based MobileMarketing
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
Figure 7.14, Page 461
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Location-Based Marketing Platforms
GoogleAndroid OS, Google Maps, Google Places,AdMob, AdWords
FacebookApple
iOS, iAd
TwitterOthers: YP, Pandora, Millenial
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Location-Based Mobile Marketing
TechnologiesTwo types of location-based marketing techniques
Geo-aware techniquesIdentify location of user
s device and target ads, recommending
actions within reachGeo-fencing techniques
Identify a perimeter around a location and target ads andrecommendations within that perimeter
Identifying locationsGPS signalsCell-tower locationsWi-Fi locations
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Why Is Local Mobile
Attractive to Marketers?Three-quarters of mobile users are morelikely to take action after seeing a relevant
local adAlmost 50% of mobile searches are forlocation-aware information
95% of smartphone users use phones forproximity searchesWeather, products, services
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Location-Based Digital
Marketing FeaturesGeo-social-based services marketingLocation-based services marketingMobile-local social network marketingGeo-fencing/geo-targeting
In-store messagingLocation-based app messaging
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Location-Based Marketing Tools
Location-based servicesPersonal navigation, point-of-interest, reviews,friend-finder, family-tracker
Local marketing ad formatsSame formats as desktop marketingDisplay, SMS, video, search
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Location-Based Marketing Campaigns
Location-based considerationsConsider action-based, time-restrained offers andopportunitiesConsider target demographic and location-aware
mobile user demographicsMeasuring marketing results
Same measures as mobile and Web marketing
Metrics for measuring unique characteristicsReservationsClick-to-callFriendPurchase