Social, Mobile, & Local E-Commerce Flashcards
Social-mobile-local nexus
Strong ties between consumer use of social networks, mobile devices, and local shopping
Traditional online marketing goals
Deliver business message to the most consumers
Social marketing goals
Encourage consumers to become fans and engage and enter conversations, strengthening the brand and increasing share of online conversations
Loss of control in social marketing (2 types)
Where ads appear in the wrong context
What people say (posts & comments, inaccurate or embarrassing material)
Social marketing process (5 steps)
Fan Acquisition
Engagement
Amplification
Community
Brand Strength
Basic metrics for measuring social marketing
Impressions (fan acquisition)
Conversion rate (engagement)
Reach (amplification)
Community
Brand Strength
Social media analytics tools for measuring social marketing
Social media management systems (hootsuite)
Analytics providers (google analytics, etc)
M-commerce mobile use and app marketing stats
Users spend 4x time using apps vs browser
Most effective app marketing is in-app ads in popular apps
Mobile Marketing trends
Mobile marketing accounts for >66% of all online marketing
Mobile marketing ad formats
Search ads
Display ads
Video
Text/video messaging
Email
Location based marketing
Targets messages to users based on geo
Marketing of location based services
Location based services
Provide services to users based on geo
Personal navigation
Point of interest
Reviews
Friend finders, family trackers
Two types of location based marketing techniques
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
3 ways to identify location
GPS signal
Cell-towers
Wi-fi locations
Local marketing benefits?
Mobile users more ready to purchase than desktop users
Over 80% of US consumers use mobile devices to search for local products and services
6 types of 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
Dark social
Forms of social sharing that occur off of the major social networks and via alternative comms such as emails, texts, and mobile messaging apps
Fan acquisition
Attracting people to your marketing messages
Engagement
Encouraging visitors to interact with your content and brand
Influencers
People who have dedicated followers on social media and who are viewed by those followers as trusted experts or celebrities
Influencer marketing
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
Amplification
Encouraging visitors to share their likes and comments with their network
Community
A stable group of fans who are engaged and communicating with one another about a brand
Social density
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
Reaction buttons
Gives users a chance to share their feelings about content and other objects that they are viewing
Marketing implications of multi-screen environments
Consistent branding
Responsive design
Increased complexity/costs
Mobile features that define m-commerce
Screen size and reso
GPS
Web browser
Apps
Ultraportability
Multimedia capable
Touchscreen/haptics
