1. Social Marketing
Social marketing differs markedly from traditional online marketing.
The objectives of traditional online marketing are to put your business’s message in front of as many visitors as possible and hopefully encourage them to come to your Web site to buy products and services, or to find out more information.
The more “impressions” (ad views) you get, and the more unique visitors to your site, the better.
Traditional online marketing never expected to listen to customers, much less have a conversation with them, any more than TV advertisers expected to hear from viewers.

2. Social Marketing
In social marketing, the objective is to encourage your potential customers to become fans of your company’s products and services, and engage with your business by entering into a conversation with it.
Your further objective is to encourage your business’s fans to share their enthusiasm with their friends, and in so doing create a community of fans online.
Ultimately, the point is to strengthen the brand and drive sales, and to do this by increasing your “share of online conversation.”
There is some reason to believe that social marketing is more cost effective than traditional marketing although this is still being explored.

3. Facebook Marketing
Facebook describes itself as having three pillars: News Feed, Timeline (Profile), and the recently added Graph Search.
Facebook is built to encourage people to reveal as much personal information about themselves as feasible, including activities, behavior, photos, music, movies, purchases, and preferences.
One result is that Facebook is the world’s largest repository of deeply personal behavioral information on the Internet.
Facebook knows a great deal more about its users than Google does about its users.

4. Facebook Marketing
Second, Facebook’s features are built to maximize the connections among people in the form of notifications, tagging, messaging, posting, and sharing.
In many instances, the movement of personal information is so widespread that it is beyond the understanding of users and outside observers.
The effect of these two factors is to greatly magnify the social density of the Facebook audience.
Social density refers to the number of interactions among members of a group and reflects the “connectedness” of a group, even if these connections are forced on users.

5. Basic Facebook Marketing Tools
Like Button: Amplification. A feature that allows users to express support for content on social sites to their friends, and friends of friends. The one tool that marketers cannot control. Currently free.
Brand Pages: Engagement and community building. Similar to a business Web page, but much more social by encouraging user interaction and response; ongoing discussions among the community of fans. Brand pages are currently free.
News Feed Page Post Ads: Fan acquisition. Paid brand messages can be inserted into the News Feed. Requires payment.

6. Basic Facebook Marketing Tools
Right-Hand Sidebar Ads: Fan acquisition. Display ads in the right-hand column (sidebar) similar to display ads elsewhere on the Web. Requires payment.
Mobile Ads: Fan acquisition and engagement. Mobile News Feed Page Post Ads are delivered to smartphones and tablets. Requires payment.
Facebook Exchange (FBX): Facebook’s real-time ad exchange, which sells ads and retargets ads through online bidding. Advertisers place cookies on user browsers when they visit a site, and when they return to Facebook, they are shown ads on the right side from the site they visited. Requires payment.

7. The Downside of Social Marketing
Social marketing is not without its disadvantages.
One problem is that brands lose a substantial amount of control over where their ads appear in terms of other content and what people say about their brands on social sites.
Ads placed on Facebook according to an algorithm can be placed near content that does not represent the values of the brand.
This is very different, however, from TV ads where brands maintain near complete control.
Social sites are unique in that dissatisfied consumers, or just malicious people, can post material that is inaccurate and/or embarrassing.

8. Mobile Marketing
Although still in its infancy, mobile marketing involves the use of mobile devices such as smartphones and tablet computers to display banner ads, rich media, video, games, , text messaging, in-store messaging, QuickResponse (QR) codes, and couponing.
The more mobile devices can do, the more people rely on them in daily life.
More then 4.6 billion people worldwide are now using mobile phones, while over 1.7 billion of these use smartphones.
One report found that people look at their mobile devices at least 40 times a day.

9. Mobile Marketing
Most mobile phone users keep their phone within arm’s length 24 hours a day.
For many, it’s the first thing they check in the morning, and the last thing they check at night.
Initially, m-commerce was focused primarily on digital goods, such as music, videos, games, and e-books.
If you plan a mobile marketing campaign, it’s important to understand how people actually use their mobile devices (which may be different from what you do or think others do).
For instance, most of us think people use their mobile devices on the go, but in fact, almost 70% of all mobile minutes actually occur in the home.

10. In-App Experiences & In-App Ads
In reality, mobile users spend over 85% of their smartphone time using apps, and about 15% using their browsers.
If consumers are primarily using apps rather than browsing the Web on their mobile devices, marketers need to place ads in apps where most of the action is for attracting consumers.
Second, if mobile consumers only use, on average, 25 apps, then marketers need to concentrate their marketing in these popular apps.
Rather than focus on mobile display ads that are difficult to read, the best ad may be an app that directly serves customer interest or an ad in an app that is precisely targeted to the consumer’s current activities and interests.

11. Features of Mobile Devices
Description
Personal communicator and organizer
Telephone plus calendars and clocks to coordinate life on a personal scale.
Screen size and resolution
Resolution of both tablets and phones is high enough to support vibrant graphics and video.
GPS location
Self-locating GPS capability.
Web browser
Standard browsers will operate all Web sites and applications.
Apps
Over a million specialized applications running in native code and extending the functionality of mobile devices.
Ultraportable and personal
Fits into a pocket, or a briefcase for tablets, able to be used anywhere and on the go.
Multimedia capable: video, audio, text
Fully capable of displaying all common media from video to text and sound.

12. Mobile Marketing Tools: Ad Formats
All the marketing formats available on the desktop are also available on mobile devices.
With few exceptions, mobile marketing is very much like desktop marketing—except it is smaller.
The marketing formats on mobile devices are search ads, display, video, text/video messaging, and other.
In 2013, search engine advertising was the most popular mobile marketing format.
Display ads (banner ads, rich media, and sponsorships) are the second leading ad format.
Mobile marketing is uniquely suited for branding purposes, raising awareness through the use of video and rich interactive media such as games.

13. Local & Location-based Mobile Marketing
Location-based marketing targets marketing messages to users based on their location.
Generally, location-based marketing involves marketing of location-based services which involve providing services to users based on their location.
Examples of location-based services are:
Personal navigation (How do I get there?)
Point-of-interest (What’s that?)
Reviews (What’s the best restaurant in the neighborhood?)
Friend-finder (Where are you? & Where’s the crowd?)
Family-tracker services (Where is my child?)

14. The Growth of Local Marketing
After the introduction of Google Maps in 2005 and smartphones in 2007, online local marketing began to rapidly expand.
Google Maps on desktop computers enabled the targeting of ads to users based on a general sense of their IP address and enabled merchants to display ads to users based on the general location of potential customers, usually within a several square-mile radius.
The GPS receivers in second-generation smartphones introduced in 2008 (Apple’s 3G iPhone), along with other techniques, meant that a user’s location (latitude & longitude) could be fairly well known by cell phone manufacturers, marketers, and service providers.

15. The Growth of Local Mobile Marketing
Location-based (local) mobile marketing is currently a small part of the online marketing environment, but it is expected to triple over the next 5 years.
The ad formats used in local mobile marketing are familiar— search ads (displayed as a part of user search results comprise the largest location-based mobile ad format), display, native/social, videos, and SMS text messages.
The local mobile search market is dominated by Google while the main players of social/native ads are Facebook and Google.
Together, Google and Facebook account for 70% of location-based mobile marketing.
The primary platform for video ads is Google’s YouTube.
SMS text messages only play a small role in local mobile marketing, in part due to consumer resistance to “text spam.”

16. Major Locating Technologies
Technology
Description
GPS
The user’s device downloads GPS data from a GPS satellite. Today, cellphones are required to broadcast their GPS location for emergency assistance purposes.
Wi-Fi
Estimates user’s location within a radius of a known Wi-Fi access point.
Bluetooth low energy (BLE)
Used by Apple in iBeacon. Uses less battery power than traditional Bluetooth or GPS and more accurate than targeting through Wi-Fi triangulation.
Geo-search
Uses location information based on the user’s search queries.
Cell tower
Carriers are in constant contact with their devices, which allows approximation of location by triangulation and refinement of the unit’s GPS location.
Sign in/
registration
Estimates users’ location when they self-identify their location using sign-in services or social network posts.

17. Location-based Marketing Tools
Geo-social-based services marketing: Users share their location with friends. Can be used for check-in services like Foursquare; friend finders; transportation services.
Location-based services marketing: Provides services to consumers looking for local services and products.
Proximity marketing: Send messages to consumers in the area of a store or outlet to generate sales using a virtual fence around a retail location (could also be an airport, train station, or arena).
In-store messaging: Messaging consumers while entering or browsing in a store. Retailers collect, analyze, and respond to customers’ real-time shopping behavior.

18. Location-based Marketing Tools
Mobile-local social network marketing based on users’ location:
Facebook expands local offerings of deals by local firms, display ads using News Feed.
Google+ Local. Connecting users with local businesses.
Upgraded Foursquare app focuses on social updates but also recommendations and deals.
Social network monitoring: sends messages within an app based on mentions of interest in products in Facebook and Twitter posts.
Location-based app messaging: American Express MyOffersapp presents cardholders with personalized deals based on their location.