Chapter 7

Social, Mobile, and Local Marketing

Course name: E-
commerce
Chapter 7

Social, Mobile and Local

Marketing

Instructor: Nguyen The Dai Nghia

Email: [email protected]
Phone/Zalo: 0936385487
 Chapter 7
Social, Mobile, and Local Marketing

Pinterest Expands Around the Globe

• Class Discussion
• Do you use Pinterest and if so, how often? What are your main
interests? What has the experience been like? Have you used any
other curation sites? If so, how do they compare to Pinterest?
• Have you purchased anything based on a pin or board on Pinterest or
any other curation site?
• Why do you think Pinterest links drive more purchasing than
Facebook links?

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 Chapter 7
Social, Mobile, and Local Marketing
Introduction to Social, Mobile, and Local
Marketing
• New marketing concepts
• Conversations
• Engagement
• Impact of smartphones and tablets
• Social-mobile-local nexus
• Strong ties between consumer use of social networks,
mobile devices, and local shopping

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 Chapter 7
Social, Mobile, and Local Marketing

Figure 7.3 Online Marketing Platforms

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 Chapter 7
Social, Mobile, and Local Marketing

Social Marketing
• Traditional online marketing goals
• Deliver business message to the most consumers
• Social marketing goals
• Encourage consumers to become fans and engage
and enter conversations
• Strengthen brand by increasing share of online
conversation

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 Chapter 7
Social, Mobile, and Local Marketing

Social Marketing Players

• The most popular sites account for over 90% of all social network visits
• Facebook, Twitter (X), LinkedIn, Pinterest, Instagram, Snapchat,
Tumblr
• Unique visitors v s engagement
ersu

• Engagement measures the amount and intensity of user

involvement
• Facebook dominates in both measures
• Dark social - sharing outside of major social networks (e-mail, IM,
texts, etc.)

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 Chapter 7
Social, Mobile, and Local Marketing

Figure 7.4 The Social Marketing Process

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 Chapter 7
Social, Mobile, and Local Marketing

Facebook Marketing
• Basic Facebook features
• News Feed
• Timeline (Profile)
• Search
• Social density of audience is magnified
• Facebook is largest repository of deeply personal information
• Facebook geared to maximizing connections between users

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 Chapter 7
Social, Mobile, and Local Marketing

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

 Chapter 7
Social, Mobile, and Local Marketing

Facebook Marketing Tools

• Reactions Buttons
• Brand Pages
• News Feed Page Post Ads
• Right-Hand Column Sidebar Ads
• Facebook Live
• Facebook Watch
• Video Ads
• Mobile Ads
• Facebook Messenger
• Facebook Exchange (FBX)

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 Chapter 7
Social, Mobile, and Local Marketing

Typical Facebook Marketing Campaign

• Establish Facebook brand page
• 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 Facebook pages and social search
• Display Like button liberally

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 Chapter 7
Social, Mobile, and Local Marketing

Measuring Facebook Marketing Results

• Basic metrics:
• Fan acquisition (impressions)
• Engagement (conversation rate)
• Amplification (reach)
• Community
• Brand strength/sales
• Facebook analytics tools
• Facebook Page Insights
• Social media management systems (HootSuite)
• Analytics providers (Google Analytics, Webtrends)

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 Chapter 7
Social, Mobile, and Local Marketing

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 Chapter 7
Social, Mobile, and Local Marketing

Insight on Technology: Optimizing Social

Marketing with Sprout Social
• Class Discussion
• How do social media analytics help companies
identify and attract customers?
• What are the challenges in measuring the
effectiveness of social marketing campaigns?
• What advantages did Wahl Professional find in using
Sprout's analytics and tools?

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 Chapter 7
Social, Mobile, and Local Marketing

Pinterest Marketing
• One of the fastest-growing and largest image-sharing sites
• Enables users to talk about brands using pictures rather than words
• Features include:
• Pins and re-pins to boards
• Share
• Follow
• Contributors
• Links to URLS
• Price displays

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 Chapter 7
Social, Mobile, and Local Marketing

Pinterest Marketing Tools

• Rich Pins, Promoted Pins, Cinematic Pins
• Buyable Pins/Shop the Look Pins
• Promoted Video
• Add Pin It and Follow buttons
• Pin as display ad
• Theme-based (lifestyle) boards
• Brand pages
• URL link to stores
• Integration with other social sites
• Network with users, followers, others

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 Chapter 7
Social, Mobile, and Local Marketing

Typical Pinterest Marketing Campaign

• Create Pinterest brand page and multiple lifestyle-themed boards
• Improve quality of photos, use URL links and keywords
• Utilize Pinterest Rich Pins and/or Product pins, Pin It buttons
• Integrate with Facebook and Twitter
• Follow and interact with other pinners and boards
• Measuring Pinterest Marketing Results
• Same dimensions as Facebook, Twitter

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 Chapter 7
Social, Mobile, and Local Marketing

Marketing on Other Social Networks

• Instagram
• Brand profiles, ad campaigns (display and video), Buy buttons,
Marquee ads
• Snapchat
• Snapchat Stories, Live Stories, Discover, Snap Ads, Sponsored
Geofilters, Sponsored Lenses
• LinkedIn
• Company profiles, showcase pages, Career Page, Display ads
(Feeds), self-service ads or Advertising Partner Solutions, sponsored
inMail, LinkedInPulse

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 Chapter 7
Social, Mobile, and Local Marketing

The Downside of Social Marketing

• Loss of control
• Where ads appear in terms of other content
• What people say
• Posts
• Comments
• Inaccurate or embarrassing material
• In contrast, TV ads maintain near complete control

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 Chapter 7
Social, Mobile, and Local Marketing

Insight on Society: Marketing to Children of the Web in

the Age of Social Networks
• Class discussion:
• Why is online marketing to children a controversial
practice?
• What is the Children’s Online Privacy Protection Act
(COPPA) and how does it protect the privacy of
children?
• How do companies verify the age of online users?
• Should companies be allowed to target marketing
efforts to children under the age of 13?

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 Chapter 7
Social, Mobile, and Local Marketing

Mobile Marketing
• Over 255 million Americans use a mobile device for Internet access
• Devices used multiple times per day
• By 2021, m-commerce will account for more than 50% of all retail and
travel e-commerce.
• Challenges: Mobile search
• Motivating consumers to click
• Raising fees for each click

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 Chapter 7
Social, Mobile, and Local Marketing

Figure 7.5 The Growth of M-commerce

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 Chapter 7
Social, Mobile, and Local Marketing

How People Actually Use Mobile Devices

• Average of over three and a half hours daily on mobile
devices
• Over 55% entertainment
• Over 20% social networks
• Almost 70% occur in home
• Activities are similar to desktop activities
• Rapidly growing smartphone m-commerce sales
• Mobile devices currently used more for communicating
and entertainment than for shopping and buying

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 Chapter 7
Social, Mobile, and Local Marketing

In-App Experiences and Ads

• Mobile use
• Smartphone apps-70% of total time using mobile apps
• Over 90% of app time spent on user’s top 5 apps
• Users use about 20 apps/month.
• App marketing
• Most effective are in-app ads
• Placed in most popular apps
• Targeted to immediate activities and interests

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 Chapter 7
Social, Mobile, and Local Marketing

How the Multi-Screen Environment Changes the

Marketing Funnel
• Consumers becoming multi-platform
• Desktops, smartphones, tablets, TV
• 90% of multi-device users use multiple devices to
complete a specific action
• View ad on TV, search on smartphone, purchase
on tablet
• Marketing implications
• Consistent branding
• Responsive design
• Increased complexity, costs

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 Chapter 7
Social, Mobile, and Local Marketing

Mobile Marketing Features

• Mobile marketing almost 70% of all online marketing
• Dominant players are Google, Facebook
• Mobile device features
• Personal communicator and organizer
• Screen size and resolution
• GPS location
• Web browser
• Apps
• Ultraportable and personal
• Multimedia capable
• Touch/haptic technology

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 Chapter 7
Social, Mobile, and Local Marketing

Mobile Marketing Tools: Ad Formats

• Mobile marketing formats
• Search ads
• Display ads
• Video
• Text/video messaging
• Other: e-mail, classifieds, lead generation
• Mobile interface versions of social network techniques

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 Chapter 7
Social, Mobile, and Local Marketing

Figure 7.9 U.S. Mobile Ad Spending by Format

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 Chapter 7
Social, Mobile, and Local Marketing
Insight on Business: Mobile Marketing Revs Up with
3D and Augmented Reality
• Class discussion:
• Why do mobile devices represent such a promising opportunity for
marketers?
• What are the benefits and the appeal of 3D and AR mobile advertising?
• Have you ever engaged with 3D or AR mobile ads?
• What types of products are best suited for 3D or AR ads?

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 Chapter 7
Social, Mobile, and Local Marketing

Mobile Marketing Campaigns

• Mobile website
• 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

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 Chapter 7
Social, Mobile, and Local Marketing

Figure 7.10 Measuring the Effectiveness of a Mobile and Social

Marketing Branding Campaign

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 Chapter 7
Social, Mobile, and Local Marketing

Local and 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

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 Chapter 7
Social, Mobile, and Local Marketing
The Growth of Local and Location-Based Mobile
Marketing
• Prior to 2005, nearly all local advertising was non-digital
• Google Maps (2005)
• Enabled targeting ads to users based on IP address and general
geographic location
• Smartphones, Google’s mobile maps app (2007)
• Enabled targeting ads based on GPS
• Location-based mobile marketing
• Expected to triple over next five years

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 Chapter 7
Social, Mobile, and Local Marketing
Figure 7.11 Location-Based Mobile Marketing in
Perspective

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 Chapter 7
Social, Mobile, and Local Marketing

Location-Based Marketing Platforms

• Google
• Android OS, Google Maps, Google Places, AdMob, AdWords
• Facebook
• Oath
• Twitter

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 Chapter 7
Social, Mobile, and Local Marketing

Location-Based Mobile Marketing Technologies

• Two types of location-based marketing techniques
• Geo-aware techniques
• Identify location of user’s device and target ads, recommending actions within
reach
• Proximity marketing
• Identify a perimeter around a location and target ads and recommendations
within that perimeter
• Identifying locations
• GPS signals
• Cell-tower locations
• Wi-Fi locations

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 Chapter 7
Social, Mobile, and Local Marketing

Why is Local Mobile Attractive to Marketers?

• Mobile users more active, ready to purchase than
desktop users
• Over 80% of U.S. consumers use mobile devices to
search for local products, services
• 50% of smartphone users visit a store within 1 day of
local search
• 18% of smartphone users make a purchase

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 Chapter 7
Social, Mobile, and Local Marketing

Location-Based Marketing Tools

• Geo-social-based services marketing
• Location-based services marketing
• Mobile-local social network marketing
• Proximity marketing
• In-store messaging
• Location-based app messaging

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 Chapter 7
Social, Mobile, and Local Marketing

Location-Based Marketing Campaigns

• Location-based considerations
• Action-based, time-restrained offers and opportunities
• Target demographic and location-aware mobile user demographics
• Strategic analysis of marketspaces
• Measuring marketing results
• Same measures as mobile and Web marketing
• Metrics for unique characteristics
• Inquire
• Reserve
• Click-to-call
• Friend
• Purchase

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 Chapter 7
Social, Mobile, and Local Marketing

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 Chapter 7
Social, Mobile, and Local Marketing

Careers in E-commerce
• Position: Social Media Associate
• Qualification/Skills
• Preparing for the Interview
• Possible Interview Questions

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