Chapter 7 Ecommerce Marketing Communications

8/10/2019 Chapter 7 Ecommerce Marketing Communications

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Chapter 7E-commerce Marketing Communications

Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall


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Introduction to Social, Mobile, and

Local MarketingNew marketing concepts

Conversations

Engagement

Impact of smartphones and tabletsSocial-mobile-local nexus

Strong ties between consumer use of socialnetworks, mobile devices, and local shopping

Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 7-2


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Online Marketing Platforms


Figure 7.2, Page 416 SOURCE: Based on data from eMarketer, Inc., 2013a.

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Social Marketing

Traditional online marketing goalsDeliver business message to the mostconsumers

Social marketing goalsEncourage consumers to become fans andengage and enter conversations

Strengthen brand by increasing share of onlineconversation



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Social Marketing Players

The most popular sites account for 90%of all social network visits

Facebook, LinkedIn, Twitter, Pinterest, Tumblr,

Google+, MySpace, InstagramUnique visitors vs. engagement

Engagement measures the amount and intensity

of user involvementFacebook dominates in both measures



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Social Network Unique Visitors


Figure 7.3, Page 417 SOURCE: Based on data from comScore, 2013b.

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Engagement at Top Social Sites


Figure 7.4, Page 418 SOURCE: Based on data from eMarketer, Inc., 2013x.

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The Social Marketing Process

Five steps in social marketing, alsoapplicable to local and mobilemarketing


Figure 7.5, Page 419

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Facebook Marketing

Basic Facebook featuresNews FeedTimeline (Profile)

Graph SearchSocial density of audience is magnified

Facebook is largest repository of deeply

personal informationFacebook geared to maximizing connectionsbetween users



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Facebook Marketing Tools

Marketplace AdsNews FeedBrand Pages

Promoted PostsSponsored StoriesLike ButtonMobile AdsFacebook Exchange



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Typical Facebook Marketing Campaign

Establish Facebook brand pageUse comment and feedback tools to developfan comments

Develop a community of usersEncourage brand involvement through video,rich media, contests

Use display ads for other Facebook pages andsocial searchDisplay Like button liberally



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Measuring Facebook Marketing Results

Basic metrics:Fan acquisition metricsEngagement metricsAmplification metricsCommunity metricsBrand strength/sales

Facebook analytics toolsFacebook Page InsightsSocial media management systems (HootSuite)Analytics providers (Google Analytics, Webtrends)



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Twitter Marketing

Real-time interaction with consumers160 million users worldwide

60% access Twitter from mobile device

Will Twitter become the next Google?Basic features

Tweets and retweetsFollowersHashtags



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Twitter Marketing Tools

Promoted TweetsPromoted TrendsPromoted Accounts

Enhanced Profile PageAmplify

Television Ad RetargetingLead Generation Cards



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Typical Twitter Marketing Campaign

Follow others relevant to your contentand conversationExperiment with simple PromotedTweetsFor larger budgets, use Promoted Trendsand TV ad retargetingFor retail business local sales, buildLead Generation Card



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Measuring Twitter Marketing Results

Similar to Facebook resultsFan acquisition, engagement, amplification,community, brand strength/sales

Analytics toolsTwitter

s real-time dashboardTwitter

s Timeline activity dashboard

Third-party toolsTweetDeckTwitalyzerBackTweets

http://twitalyzer.com/5/index.asphttp://twitalyzer.com/5/index.asphttp://twitalyzer.com/5/index.asp


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Pinterest Marketing

One of the fastest-growing and largest image-sharing sitesEnables users to talk about brands using

pictures rather than wordsFeatures include:

Pins and re-pins to boardsShareFollowContributorsLinks to URLSPrice displays



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Pinterest Marketing Tools

Pin It and Follow buttonsPin as display adTheme-based (lifestyle boards)

Brand pagesURL link to storesRetail brand PinsIntegration with other social sitesNetwork with users, followers, others



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Typical Pinterest Marketing Campaign

Create Pinterest brand page and multiplelifestyle-themed boards

Improve quality of photosUse URL links and keywords

Utilize Pinterest product pins, Pin It buttonsIntegrate with Facebook and Twitter

Measuring Pinterest Marketing ResultsSame dimensions as Facebook, Twitter



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The Downside of Social Marketing

Loss of controlWhere ads appear in terms of other contentWhat people say

PostsCommentsInaccurate or embarrassing material

In contrast, TV ads maintain nearcomplete control



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Insight on Society: Class Discussion

Marketing to Children of the Web in the

Age of Social Networks

Why is online marketing to children a controversialpractice?

What is the Children

s Online Privacy ProtectionAct (COPPA) and how does it protect the privacy ofchildren?

How do companies verify the age of online users?Should companies be allowed to target marketingefforts to children under the age of 13?



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Mobile Marketing

More than 246 million Americans use mobiledevices

140 million use smartphonesDevices used multiple times per day

Mobile marketing formatsBanner ads, rich media ads, and video adsGames

E-mail and text messagingIn-store messagingQuick Response (QR) codesCouponing



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The Growth of Mobile Commerce


Figure 7.6, Page 446 SOURCE: Based on data from eMarketer, Inc., 2013e.

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How People Use Mobile Devices

Largest use: entertainmentIncreasing use of search

Restaurants and dealsPeople, places, things25% of Google search is from mobile devices

7% of mobile users shop

Tablets are fastest growing source ofmobile revenues



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In-App Experiences and Ads

Mobile useApps 80%

Game and entertainment 42%

Social sites

31% Discovery and search 25%

Browsers 20%

Most effective in-app adsPlaced in most popular appsTargeted to immediate activities and interests



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The Multi-Screen Environment

Consumers becoming multi-platformDesktops, smartphones, tablets, TV90% of multi-device users use multiple devices

to complete actionView ad on TV, search on smartphone, purchase ontablet

Marketing implicationsConsistent brandingCross-platform design

Responsive design



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Mobile Marketing Features

20% of all online marketingDominant players are Google, FacebookMobile device features

Personal communicator and organizerScreen size and resolutionGPS location

Web browserAppsUltraportable and personalMultimedia capable



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The Top Mobile Marketing Firms by Revenue


Figure 7.11, Page 452 SOURCE: Based on data from eMarketer, Inc., 2013j.

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Mobile Marketing Tools: Ad Formats

Mobile marketing formatsSearch adsDisplay ads

VideoMessaging: SMS text messaging with coupons orflash marketing messages

Others: e-mail and sponsorshipsMobile interface versions of socialnetwork techniques



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Mobile Ad Spending by Format


Figure 7.12, Page 454 SOURCE: Based on data from eMarketer, Inc., 2013k.

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Insight on Business: Class Discussion

Mobile Marketing: Land Rover Seeks

Engagement on the Small ScreenWhy do mobile devices represent such apromising opportunity for marketers?

Have you ever responded to mobile marketingmessages?

What are some of the new types of marketing

that mobile devices have spawned?



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Mobile Marketing Campaigns

Mobile Web siteFacebook and Twitter brand pagesMobile versions of display advertising

campaignsAd networksInteractive content aimed at mobile user

Tools for measuring responsesKey dimensions follow desktop and social marketingmetrics



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Measuring the Effectiveness of a Mobile MarketingCampaign



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Local and Location-Based Marketing

Location-based marketingTargets messages to users based on locationMarketing of location-based services

Location-based servicesProvide services to users based on location

Personal navigationPoint-of-interestReviewsFriend-finders, family trackers

Consumers have high likelihood ofresponding to local ads



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The Growth of Local and Location-

Based Mobile MarketingPrior to 2005, nearly all local advertising wasnon-digital

Google Maps (2005)Enabled targeting ads to users based on IP address and generalgeographic location

Smartphones, Google

s mobile maps app (2007)Enabled targeting ads based on GPS

Location-based mobile marketingExpected to quadruple by 2017



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Local, Mobile Local, and Location-Based MobileMarketing



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Location-Based Marketing Platforms

GoogleAndroid OS, Google Maps, Google Places,AdMob, AdWords

FacebookApple

iOS, iAd

TwitterOthers: YP, Pandora, Millenial



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Location-Based Mobile Marketing

TechnologiesTwo types of location-based marketing techniques

Geo-aware techniquesIdentify location of user

s device and target ads, recommending

actions within reachGeo-fencing techniques

Identify a perimeter around a location and target ads andrecommendations within that perimeter

Identifying locationsGPS signalsCell-tower locationsWi-Fi locations



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Why Is Local Mobile

Attractive to Marketers?Three-quarters of mobile users are morelikely to take action after seeing a relevant

local adAlmost 50% of mobile searches are forlocation-aware information

95% of smartphone users use phones forproximity searchesWeather, products, services



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Location-Based Digital

Marketing FeaturesGeo-social-based services marketingLocation-based services marketingMobile-local social network marketingGeo-fencing/geo-targeting

In-store messagingLocation-based app messaging



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Location-Based Marketing Tools

Location-based servicesPersonal navigation, point-of-interest, reviews,friend-finder, family-tracker

Local marketing ad formatsSame formats as desktop marketingDisplay, SMS, video, search



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Location-Based Marketing Campaigns

Location-based considerationsConsider action-based, time-restrained offers andopportunitiesConsider target demographic and location-aware

mobile user demographicsMeasuring marketing results

Same measures as mobile and Web marketing

Metrics for measuring unique characteristicsReservationsClick-to-callFriendPurchase

Chapter 7 Ecommerce Marketing Communications

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