E-commerce Marketing Communication IT 361: E-Commerce Systems Chapter 7 E-commerce Marketing Communication Social, Mobile & Local Marketing Readings: Chapter 7

Introduction to Social, Mobile, and Local Marketing Eyeballs -> Conversation New marketing concepts “conversations” & “engagement” in 2007: Rapid growth of SN users Growth of smartphones Growth of interest in local marketing Desktop -> Smartphones Social-mobile-local nexus Strong ties between consumer use of social networks, mobile devices, and local shopping

Social Marketing Traditional online marketing goals Deliver business message to the most consumers (impression) Social marketing goals (reach + engagement) Encourage consumers to become fans and engage and enter conversations Strengthen brand by increasing share of online conversation

Social Marketing Players

The Social Marketing Process Fan Acquisition: attracting people to your marketing message. Engagement: encouraging visitors to interact with your content and brand Amplification: encouraging visitors to share their likes and comments with their friends. Community: a stable group of fans engaged and communicating with one another over a period of time

News Feed Ads vs. Sponsored Ads Facebook News Feed ads have a click-through rate 44x higher, and a conversion rate 5X higher, than right-side ads

The goal of Promotion ads is to reach more of a company’s existing audience and some of their friends

Sponsored Stories Built around user activity The goal of Sponsored Stories to get more users to take the same action that a friend has

Typical Social Marketing Campaign Know your customer Establish Social brand page – Content is King 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 pages and social search Display Like button liberally

Measuring Facebook Marketing Results Basic metrics: Fan acquisition metrics Engagement metrics Amplification metrics Community metrics Brand strength/sales Facebook analytics tools Facebook Page Insights Social media management systems (HootSuite) Analytics providers (Google Analytics, Webtrends)

Mobile Marketing 90% of retail plans to have mobile marketing campaign People look at phones at least 40 times a day. Mobile marketing formats Banner ads, rich media ads, and video ads Games E-mail and text messaging In-store messaging Quick Response (QR) codes Couponing

The Growth of Mobile Commerce

$39B 15% of retail & travel sales

Mobile Marketing Campaigns Mobile Web site 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

Local & 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

Location-Based Marketing Campaigns Location-based considerations Consider action-based, time-restrained offers and opportunities Consider target demographic and location-aware mobile user demographics Measuring marketing results Same measures as mobile and Web marketing Metrics for measuring unique characteristics Reservations Click-to-call Friend Purchase