intro to electronic commerce final study guide chapter 7

eyeballs (traditional online marketing)

deliver business message to the most consumers; the more “impressions” you get, the more unique visitors to your site, the better

engagement & conversations: (social-local-mobile marketing)

encourage consumers to become fans by engaging in conversations

fan acquistion

attracting people to your marketing messages

engagement

encouraging visitors to interact with your content and brand (starting the conversation)

amplification

encouraging visitors to share their likes and comments with their friends (average user has 120 friends, and has two-way communications with 20 friends)

community

content generated by visitors/responders, reviews, posts, positive comments generated

brand strength (sales)

purchases, percentage increase in sales due to local mobile campaign, percentage of customers from local mobile

google vs. facebook

facebook dominates mobile display ads

google dominates mobile search ads

in-app ads

most effective for advertising, targeted to immediate activities and interest

social network

a group of people with shared social interactions, common ties, and who have shared an area for a period of time

general social network/online community

online social gathering place to meet and socialize with friends, share content, schedules, and interests (ex. facebook, pinterest, instagram, tumblr, twitter)

practice social network/online community

social network of professionals and practitioners, creators of artifacts such as computer code or music

interest social network/online community

community built around a common inerest such as games, sports, music stock markets, politics, health, finance, foreign affairs, or lifestyle

affinity social network/online community

community of members who self-identify with a demographic/geographic category (ex. women, African-Americans, Arab-Americans)

sponsored social group/online community

network created by commercial, government, and nonprofit organizations for a variety of purposes

profiles

user-created web pages that describe the owner on a variety of dimensions

newsfeed

a listing of updates from friends, advertisements, and notifications in chronological order

timeline

a history of updates, posts from friends, photos, and other objects in chronological order

stories

a collection of photos and videos that capture a user’s experience

friends network

ability to create a linked group of friends, a social community

network discovery

ability to find other social networks, find new groups and friends, and discover friends of friends

favorites (likes)

ability to communicate favorite sites, bookmarks, content, and destinations

games and apps

games developed for the social network, and apps that extend its functionality

instant messaging

instant messaging, chatting

storage

storage for photos, videos, text

message boards

ability to post updates to friends

groups

discussion groups, forums, and consumer groups organized by interest

revenue sources of SNS players

advertisements, investment of venture capitalists

social sign-on

signing in to websites through SNS

collaboration tool

collaborative shopping, sharing shopping experiences

online reputation

the sharing of approval or disapproval of a product

social search

review your friends’ recommendations, past web visits, and use of “Like” button

reach

audience size (by location, age, demographic, etc.)

engagement

the representative metric is the time spent on an app

network fatigue

fatigue grows as users increase the number of SNS platforms in where they belong

financial future

relationship between sales and Likes unclear; response rates to display ad on Facebook are lower than on portal sites and search ads: users go onto SNS without intention of purchasing anything

advertiser’s loss of control

ads can appear on irrelevant contents or where people say bad about their brand; in contrast, TV ads maintain near complete control

location-based services (LBS) provides services to users based on location

personal navigation, point-of-interest, reviews, friend-finders, family trackers

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

GPS signals, cell-tower locations, Wi-Fi locations

GPS

the user’s device downloads GPS data from a GPS satellite, first introduced with the Apple 3G iPhone in 2008

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 is 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 approximatinon of location by triangulation and refinment of the unit’s GPS location; wireless carriers use a cell phone’s MAC address to identify the phone and the location

sign in/registration

estimates users’ locaiton when they self-identify their location using sign-in services or social network posts

geo-social-based services marketing

users share their locations 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

mobile-local social network marketing based on user's’ locaion

facebook expands offerings or deals by local firms, display ads using News Feed, etc.

proximity marketing

sends messages to consumers in the area of a store to generate sales using virtual fence around a retail location

in-store messaging

messaging consumers while entering or browsing a store

location-based app messaging

detect customers near a store and entices them with offers to visit