Chp 16: social and mobile marketing Flashcards
LO1: explain social media
content distributed through online + mobile tech to facilitate personal interactions
LO1: explain 4E framework
different way of thinking about marketing communications
LO1: list 4Es
1) excite customer with relevant offers
2) educate them about offering
3) help them experience products, directly or indirectly
4) give them adequate opportunity to engage with their social network
LO1: 2 points to excite customer with relevant offers
1) Relevancy can be achieved through personalized offers, which can be determined through info obtain through CRM and/or loyalty programs
2) Locational based software + applications can bring offer to customer when they are in process of making purchase decision
LO1: 2 points to educate them about offering
1) Educate customer about value proposition + communicate offered benefits
2) Developing sustainable competitive advantage by overlapping benefits product provides with benefit customer requires
LO1: 3 points to help them experience products, directly or indirectly
1) Show how products work, how to use them, where they can be obtained
2) Youtube etc can simulate real experiences
3) Trial run for products like one chapter of ebook
LO1: 3 points to give them adequate opportunity to engage with their social network
1) With engagement comes action, the potential for relationship and loyalty + commitment
2) Positively engaged consumers are more profitable
3) Negative engagement can be more damaging
LO2: 3 objectives of social media
1) members promote themselves to gain more friends
2) site promotes itself to get more members
3) outside companies promote products to appeal to potential customers active on the site
LO2: 3 types of social media
1) social networking sites
2) media sharing sites
3) thought sharing sites
LO2: 4E of social networking sites
Good way to create excitement (first E)
LO2: 5 points to social networking sites
1) Example: facebook, linkedin, snapchat, google+
2) On facebook, company can post updates, photos, videos, engage about info, products, events, promotions that may be exciting to customers
3) Only followers of page has access to info, so company can specifically target fans
4) With snapchat, can create account and share content with followers
5) On linkedin, firms can build brand rep, keep an eye on and get info about competitors, identify best vendors
LO2: 4E of media sharing sites
4E: firms can use to highlight how consumers can experience goods and encourage consumer to engage with firm, its other social media and other consumers (strong Experience + strong engage)
LO2: 3 points to media sharing sites
1) Example; youtube, instagram
2) Can be used for customer service too by monitoring tweets
3) Can post instructional videos and do video contests
LO2: 4E of thought sharing sites
4E: effective at educating and engaging users, and can enhance their experience with products being discussed (strong educate, strong engage, 1 experience)
LO2: examples of thought sharing sites
Example: blogs, twitter (microblogs)
LO2: 3 points to blogs (thought sharing sites)
1) Blogs: educate consumer about offering, engage by responding to customer comments
2) Corporate blogs have high control because they can control content posted and pepper with messages they want consumer to see
3) Firms often offer free products to top rated professional bloggers in hopes of getting good review. Less control with this though. But consumer trust blogger reviews more than corporate blogs and traditional ads
LO2: 3 points to twitter (thought sharing sites)
1) educate consumers and engage through 2 way communication. Can also act as rapidly spread, international complaint forum.
2) Overcommunication can also have negative effects on brand.
3) Problem - ownership of twitter replies. If too many people have control, message can get muddled. If only few people in charge, can be overwhelmed by amount of tweets.
LO2: 3 types of media
1) paid media
2) owned media
3) earned media
LO2: define paid media
Use of paid ad channels to deliver brand’s message and/or drive traffic to owned or controlled properties
LO2: role and tactics of paid media
Role: create awareness, drive traffic and jumpstart owned, earned and shared efforts
Tactics: engagement ads, display ads, email, tv, print, radio, paid influencer outreach
LO2: define owned media
Media, content, assets and community platforms partially or wholly owned and controlled by brand
LO2: role and tactics of owned media
Role: platform to house robust brand content + create long term relationships/engagement with customers
Tactics: pre existing social properties, social links on websites, email database
LO2: define earned media
unique brand presence on established channels gained through editorial influence other than ads
LO2: role and tactic of earned media
Role: expand reach + credibility of brand’s message in trusted channels
Tactics: word of mouth, influencer outreach, blogs, social engagement
LO2: 1 point to earned media
Firm ‘earns’ visibility
LO3: 7 motivations for using mobile apps
1) need for me time
2) need to socialize
3) need to shop
4) need to accomplish
5) need to prepare
6) need to discover
7) need to self express
LO3: 2 points to need for me time
1) About entertainment and relaxation, being unproductive and setting aside time for oneself
2) Use phones to watch tv + movies, playing games, reading
LO3: 1 point to need to socialize
Stay connected with friends through social media
LO3: 3 points to need to shop
1) Can shop, compare prices, create grocery lists
2) Showrooming - enables costumes to scan product in store and instantly compare price online to see whether better deal is available
3) Consumers want to shop when and where they want
LO3: 1 point to need to accomplish
For busy lives, phones help manage activities + goals like managing finances, increasing overall health, improving productivity