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week 6 BUS320: E-Commerce and E-Business

Week 6 Class Discussion topic comes from — Chapter 7 “Social, Mobile and Local Marketing”

This class expects you to contribute two times:

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Your contribution one — answer one item only out of three items below :

Item #1: Section 7.2 “Social Marketing” discusses six platforms: Facebook, Twitter, Pinterest, Instagram, Snapchat, and Linkedin. Have you used anyone of them? If yes, describe what marketing tools and marketing features have been used by that platform (please pick one out of six platforms that you like the most, given you may actively use all six).

Item #2: Section 7.3 “Mobile Marketing” reveals —

“because people carry their mobile devices with them everywhere, they make for an ideal marketing tool because marketers can contact consumers just about anytime and anyplace.”

What would you recommend if your potentical employer interviews you on how to start a mobile campaign for his/her company that you readlly want to work for?

Item #3: Section 7.4 “Local and Location-Based Mobile Marketing” states that Location-based marketing targets messages to consumers based on their actual physical location. This is inherently a mobile device situation because mobile phones and tablets can be precisely located by latitude and longitude.

Besides GPS, what are other technologies that make location-based marketing possible?

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Your contribution two — comment on one of your classmates’ posting on his/her contribution one

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You will earn 2 points from completed your contribution one (please list section topic first, ie, Item #2: Section 7.3 “Mobile Marketing” followed by your answer).

You will earn 2 points from completed your contribution two (please provide that lassmate’s name at the beginning of your response. Everybody would benefit more if we can follow discussion thread exactly. Otherwise, you will not receive a full 2 points).

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You are expected to study Chapter 7, or at least to study slides from Chapter 7 carefully. You can find chapter slides under “Files”.

Always, you must Unicheck before your posting.

-Professor Dai

E-commerce 2019: Business. Technology. Society.

Fifteenth Edition

Chapter 7

Social, Mobile, and Local Marketing

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1

Learning Objectives
7.1 Understand the difference between traditional online marketing and the new social-mobile-local marketing platforms and the relationships between social, mobile, and local marketing.
7.2 Understand the social marketing process from fan acquisition to sales and the marketing capabilities of social marketing platforms such as Facebook, Twitter, and Pinterest.
7.3 Identify the key elements of a mobile marketing campaign.
7.4 Understand the capabilities of location-based local marketing.

Slide 2 is list of textbook LO numbers and statements
2

Building a Microbrand with Facebook Ads
Class Discussion
Have you ever made a purchase based on something you have read or seen on Facebook? What was the product and what made you interested?
What types of Facebook ads did Hubble use? Which types were the most effective?
What are some of the issues for firms hoping to use Facebook ads to build a microbrand?

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

Figure 7.3 Online Marketing Platforms

Figure 7.3, p. 435
Mobile marketing is aimed often at local audiences and is the fastest growing form of online marketing, followed closely by social marketing on social networks. Mobile local is in its infancy but it is also growing far faster than traditional desktop marketing.
SOURCES: Based on data from eMarketer, Inc., 2018a, 2018b; Tornabene, 2018; BIA/Kelsey, 2018.
Full description: An image shows spending on various online marketing platforms. The values are shown as follows. Local, 68 billion dollars. Mobile, 76 billion dollars. Social: 27 billion dollars. Location-based mobile local, 22 billion dollars.
5

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

Social Marketing Players
The most popular sites account for over 90% of all social network visits
Facebook, Twitter, LinkedIn, Pinterest, Instagram, Snapchat, Tumblr
Unique visitors versus engagement
Engagement measures the amount and intensity of user involvement
Facebook dominates in both measures
Dark social – sharing outside of major social networks (e-mail, I M, texts, etc.)

Figure 7.4 The Social Marketing Process

Figure 7.4, Page 436
The social marketing process has five steps.
Full description: An image shows the five steps of the social marketing process. The five steps are as follows. Fan acquisition, Engagement, Amplification, Community, Brand strength in terms of sales.
8

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

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 (F B X)

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

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)

Slide 2 is list of textbook LO numbers and statements
12

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?

Twitter Marketing
Real-time interaction with consumers
Over 335 million active users worldwide
Over 90% access Twitter from mobile device
Basic features
Tweets, retweets, followers, message (D M), hashtag, mention, reply, links
Moments tab, Timeline

Twitter Marketing Tools
Promoted Tweets/Twitter Promote Mode
Promoted Trends
Promoted Accounts
Amplify
Promoted Video
Twitter Cards
Mobile Ads

Typical Twitter Marketing Campaign
Follow others relevant to your content and conversation
Experiment with simple Promoted Tweets and Twitter Promote Mode
For larger budgets, use Promoted Trends
For retail business local sales, build Twitter Cards

Measuring Twitter Marketing Results
Similar to Facebook results
Fan acquisition, engagement, amplification, community, brand strength/sales
Analytics tools
Twitter’s real-time dashboard
Twitter’s Timeline activity and Followers dashboards
Third-party tools
TweetDeck, Twitalyzer, BackTweets

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 U R L S
Price displays

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
U R L link to stores
Integration with other social sites
Network with users, followers, others

Typical Pinterest Marketing Campaign
Create Pinterest brand page and multiple lifestyle-themed boards
Improve quality of photos, use U R L 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

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

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, T V ads maintain near complete control

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 (C O P P A) 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?

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

Figure 7.5 The Growth of M-commerce

Figure 7.5, Page 465.
M-commerce in the retail and travel industries is expected to grow to almost $610 billion by 2022, surpassing the amount generated by desktop-based “traditional” e-commerce.
SOURCES: Based on data from eMarketer, Inc., 2018g, 2018h, 2018i, 2018j.
Full description: A line graph compares the expected growth of m-commerce sales and traditional e-commerce sales from 20 17 to 20 22. The graph shows years on the x-axis and the sales in billions on the y-axis. One line represents sales of m-commerce and one line represents desktop and laptop B 2 C. The years and the corresponding m-commerce sales are as follows. 20 17, 219 billion dollars. 20 18, 277 billion dollars. 20 19, 347 billion dollars. 20 20, 428 billion dollars. 20 21, 514 billion dollars. 20 22, 608 billion dollars. The years and the corresponding desktop and laptop B 2 C sales are as follows. 20 17. 427 billion dollars. 20 18, 449 billion dollars. 20 19, 465 billion dollars. 20 20, 478 billion dollars. 20 21, 494 billion dollars. 20 22, 510 billion dollars.
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How People Actually Use Mobile Devices
Average of over three and a half hours 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

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

How the Multi-Screen Environment Changes the Marketing Funnel
Consumers becoming multi-platform
Desktops, smartphones, tablets, T V
90% of multi-device users use multiple devices to complete a specific action
View ad on T V, search on smartphone, purchase on tablet
Marketing implications
Consistent branding
Responsive design
Increased complexity, costs

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
G P S location
Web browser
Apps
Ultraportable and personal
Multimedia capable
Touch/haptic technology

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

Figure 7.9 U.S. Mobile Ad Spending by Format

Figure 7.9, page 471
Search engine advertising is the most popular mobile marketing format.
SOURCE: Based on data from eMarketer, Inc., 2018n.
Full description: A pie chart shows U S mobile ad expenditure by format. The values shown are from highest to lowest. Search, 36.5 billion dollars. Display, 23.3 billion. Video, 13 billion. Other, 3.1 billion. Messaging, 0.3 billion.

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 A R mobile advertising?
Have you ever engaged with 3D or A R mobile ads?
What types of products are best suited for 3D or A R ads?

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

Figure 7.10 Measuring the Effectiveness of a Mobile and Social Marketing Branding Campaign

Figure 7.10, page 478.
The effectiveness of a branding campaign utilizing the mobile platform and social marketing can be measured by examining the number of Likes, posts, page views, time on site, and unique visitors.
Full description: A stacked bar graph shows number of Likes, Posts, Page views, Time on site, and Unique visitors for a hypothetical campaign in the months of January, March, and June. The number in millions is shown on the y axis, and the months are shown on x axis. The date is as follows, from left to right. In January, there were 500 million likes, 500 million posts, 500 million page views, 500 million times on site, and 700 million unique visitors. In In March, there were 1000 million likes, 750 million posts, 1500 million page views, 1000 million times on site, and 1000 unique visitors. In June, there were 2000 million likes, 1500 million posts, 4000 million page views, 2000 million times on site, and 2500 million unique visitors. All figures are approximate.
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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

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 I P address and general geographic location
Smartphones, Google’s mobile maps app (2007)
Enabled targeting ads based on G P S
Location-based mobile marketing
Expected to triple over next five years

Figure 7.11 Location-Based Mobile Marketing in Perspective

Figure 7.11, Page 478.
Local online marketing will account for about $68 billion in marketing expenditures in 2018, with location-based mobile expected to account for about $22 billion of that amount.
SOURCES: Based on data from eMarketer, Inc., 2018a, Tornabene, 2018; BIA/Kelsey, 2018.
Full description: An image shows dollar amounts spent on total digital, local digital, and local-based local mobile marketing. Total digital marketing spending is 111 billion dollars. Local digital-based marketing accounts for 68 billion dollars. Location-based local mobile accounts for 22 billion dollars.
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Location-Based Marketing Platforms
Google
Android O S, Google Maps, Google Places, AdMob, AdWords
Facebook
Oath
Twitter

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
G P S signals
Cell-tower locations
Wi-Fi locations

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

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

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

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

Copyright
This work is protected by United States copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. Dissemination or sale of any part of this work (including on the World Wide Web) will destroy the integrity of the work and is not permitted. The work and materials from it should never be made available to students except by instructors using the accompanying text in their classes. All recipients of this work are expected to abide by these restrictions and to honor the intended pedagogical purposes and the needs of other instructors who rely on these materials.

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