Social, Mobile, & Local E-Commerce

Question 1

Social-mobile-local nexus

Answer 1

Strong ties between consumer use of social networks, mobile devices, and local shopping

Question 2

Traditional online marketing goals

Answer 2

Deliver business message to the most consumers

Question 3

Social marketing goals

Answer 3

Encourage consumers to become fans and engage and enter conversations, strengthening the brand and increasing share of online conversations

Question 4

Loss of control in social marketing (2 types)

Answer 4

Where ads appear in the wrong context
What people say (posts & comments, inaccurate or embarrassing material)

Question 5

Social marketing process (5 steps)

Answer 5

Fan Acquisition
Engagement
Amplification
Community
Brand Strength

Question 6

Basic metrics for measuring social marketing

Answer 6

Impressions (fan acquisition)
Conversion rate (engagement)
Reach (amplification)
Community
Brand Strength

Question 7

Social media analytics tools for measuring social marketing

Answer 7

Social media management systems (hootsuite)
Analytics providers (google analytics, etc)

Question 8

M-commerce mobile use and app marketing stats

Answer 8

Users spend 4x time using apps vs browser
Most effective app marketing is in-app ads in popular apps

Question 9

Mobile Marketing trends

Answer 9

Mobile marketing accounts for >66% of all online marketing

Question 10

Mobile marketing ad formats

Answer 10

Search ads
Display ads
Video
Text/video messaging
Email

Question 11

Location based marketing

Answer 11

Targets messages to users based on geo
Marketing of location based services

Question 12

Location based services

Answer 12

Provide services to users based on geo
Personal navigation
Point of interest
Reviews
Friend finders, family trackers

Question 13

Two types of location based marketing techniques

Answer 13

Geo-aware techniques that identify location of user’s device
Proximity marketing identifies a perimeter around a location and target ads and recommendations within that location

Question 14

3 ways to identify location

Answer 14

GPS signal
Cell-towers
Wi-fi locations

Question 15

Local marketing benefits?

Answer 15

Mobile users more ready to purchase than desktop users
Over 80% of US consumers use mobile devices to search for local products and services

Question 16

6 types of location based marketing tools

Answer 16

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

Question 17

Dark social

Answer 17

Forms of social sharing that occur off of the major social networks and via alternative comms such as emails, texts, and mobile messaging apps

Question 18

Fan acquisition

Answer 18

Attracting people to your marketing messages

Question 19

Engagement

Answer 19

Encouraging visitors to interact with your content and brand

Question 20

Influencers

Answer 20

People who have dedicated followers on social media and who are viewed by those followers as trusted experts or celebrities

Question 21

Influencer marketing

Answer 21

A subset of social media marketing in which brands seek to leverage the trust that influencers have built up with their following to generate brand awareness and engagement, and ultimately translate recommendations and product mentions from influencers into sales

Question 22

Amplification

Answer 22

Encouraging visitors to share their likes and comments with their network

Question 23

Community

Answer 23

A stable group of fans who are engaged and communicating with one another about a brand

Question 24

Social density

Answer 24

Refers to the number of interactions among members of a group and reflects the “connectedness” of a group even if those connections are forced on users

Question 25

Reaction buttons

Answer 25

Gives users a chance to share their feelings about content and other objects that they are viewing

Question 26

Marketing implications of multi-screen environments

Answer 26

Consistent branding
Responsive design
Increased complexity/costs

Question 27

Mobile features that define m-commerce

Answer 27

Screen size and reso
GPS
Web browser
Apps
Ultraportability
Multimedia capable
Touchscreen/haptics