Mobile Commerce Chapter 7

types of social media

• forums and message boards - reddit

• blogs

• wikis

• social networking - facebook

• microblogging - twitter

• social sharing - youtube/insta

traditional online marketing goals

deliver business message to the most consumers

social marketing goals

encourage consumers to become fans and engage and enter conversations and strengthen brand by increasing share of online conversation

grewal et al 2019

is a study that explores the impact of social media on consumer behavior and marketing strategies.

results: type of product and visibility of posts matter

downside of social marketing

loss of control where ads appear in terms of other content, while in comparison tv ads maintain near complete control, user generated content

user generated content

original, brand specific content created by customers and published on social media or other channels, includes images, videos, reviews etc

benefits of user generated content

• free content from users

• leverage trust among users

• brand loyalty among users

risks of ugcs

• negative voices

• information distortion from facts to fakes

share of americans confident in ability to recognize fake news

26 percent

americans who believe fake news causes a great deal of confusion

67 percent

americans who accidentally shared fake news

38.2 percent

social marketing process

• fan acquisition

• engagement

• amplification

• community

• brand strength (sales)

fan acquisition

The strategy of attracting new followers or supporters to a brand or product through various marketing tactics and channels.

social ads, interact, conversation, contest, rewards

social media ads are more effective that organic social media

engagement

The interaction between a brand and its audience, often measured by likes, shares, comments, and overall participation in content.

photos, customer videos, visitor comments

can be emotional or informational

positive event

emotional marketer generated content

negative event

informational marketer generated content

amplification

The increase in reach or visibility of marketing content, often driven by user engagement, shares, and recommendations.

likes, posts, videos

community

A group of individuals who interact and engage with one another around common interests. Communities play a vital role in enhancing customer relationships and brand loyalty. newletters, emails, discounts, gifts

brand strength

The overall value and perception of a brand in the marketplace, influenced by customer loyalty, recognition, and reputation. sales and analytics

social media ads

• increase brand awareness, exposure, and image

• increase traffic, leads sales and conversion

organic social media

• improve customer service

• increase engagement

• establish expertise

• increase community and build long lasting relationships

• increase retention and loyalty

effectiveness of social media ads

• facebook ads have 8-9 times higher CTR compared to display ads

• promoted tweets deliver engagement rates of 1-3 percent, wich is substantially higher than an average display ads

• social media ads are generally more effective in the early stages of the AIDA model but less effective in the final stages

AIDA model

A marketing model that describes the stages a consumer goes through when interacting with a product, including Awareness, Interest, Desire, and Action.

precise targeting of social media ads

facebook: allows advertisers to target consumers based on thier specific interests

linkedin: supports advertisers to target people based on their professional experiences and job titles. most effective for B2B business

facebook target audience

35 - 44 year old, mostly male

• facebook live

• facebook stories

• facebook reels

instagram target audience

under 34 years old

• might benefit from having a themse that can enhance engagement and garner interest

pinterest target audience

18-49 year old females

users gravitate towards visuals

x target audience 

38 percent are 23-34 year old active posters

• conducive to multiple daily posts with video, texts and photos

• tracked using hashtags

posts can include

• new product launches

• new initiatives

• testimonials

• content not directly related to products or services

linkedin target market

25-34 year old B2B

• career oppertunities, sponsered events, philanthropy, employee sucesss

snap chat target market

millennial and gen z

tiktok target market

teens, millennials, baby boomers

• deceptively simple, quirky or bizarre

youtube target market

37 percent 25 - 44 year old males

percentage of online marketing dominated by meta and google

66 percent

mobile device features

• personal communicator and organizer

• screen size and resolution high enough to support graphics and video

• self locating GPS capability

• app

• web browser

• ultraportable

• multimedia capable

• touch/haptic technology

mobile marketing formats

• search ads

• display ads

• video

• text/video messaging

• email, classified, lead generation

location based marketing

• moile users are more active and ready to purchase than desktop users

• more than 80% if US consumers use mobile devices to search for local products

  • 50 percent visit a store within 1 day of local search 

  • 18 percent make a purchase

• google, meta, twitter

location based services

• provide services to users based on location

• personal navigation

• point of interest

• reviews

• friend finders, family trackers

geo aware techniques

identify location of users device and target ads, recommending actions within reach

proximity marketing

identify a perimeter around a location and target ads and recommendations within that perimeter