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

3. 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

6. 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

7. Social Marketing Players

8. 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

10. 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

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

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

13. 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

14. 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)

15. 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
and text messaging
In-store messaging
Quick Response (QR) codes
Couponing

16. The Growth of Mobile Commerce

18. $39B
15% of retail & travel sales

19. 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

20. 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

21. 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