E-commerce 2023: business. technology.
society.
Seventeenth Edition
Chapter 7
Social, Mobile, and Local
Marketing
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Learning Objectives
7.1 Understand the difference between traditional online
marketing and the new social-mobile-local marketing platforms
and the relationships between social, mobile, and local marketing.
7.2 Understand the social marketing process from fan acquisition
to sales and the marketing capabilities of social marketing
platforms such as Facebook, Instagram, TikTok, Twitter, and
Pinterest.
7.3 Identify the key elements of a mobile marketing campaign.
7.4 Understand the capabilities of location-based local marketing.
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
#Marketing: #BookTok, #WeddingTok,
and #CrumblReviews
• Class Discussion
– Have you used TikTok? Do you follow any particular
influencers or hashtags on TikTok?
– Have you ever purchased anything recommended by
a social media influencer? Why or why not?
– What are some of the issues with respect to
influencer marketing on TikTok or other social
networks?
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Introduction to Social, Mobile, and Local
Marketing
• New marketing concepts
– Conversations
– Engagement
• Impact of smartphones and tablets
• Social-mobile-local nexus
– Strong ties between consumer use of social networks,
mobile devices, and local shopping
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Figure 7.3 Online Marketing Platforms
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Social Marketing
• Traditional online marketing goals
– Deliver business message to the most consumers
• Social marketing goals
– Encourage consumers to become fans and engage
and enter conversations
– Strengthen brand by increasing share of online
conversation
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Social Marketing Players
• The most popular sites account for over 90% of all social
network visits
– Facebook, Instagram, TikTok, Twitter, Pinterest,
Snapchat, LinkedIn
– Unique visitors v s engagement
ersu
▪ Engagement measures the amount and intensity of
user involvement
▪ Facebook dominates in both measures
– Dark social: sharing outside of major social networks
(e-mail, IM, texts, etc.)
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Figure 7.4 The Social Marketing Process
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Measuring Social Marketing Results
• Basic metrics
– Fan acquisition (impressions)
– Engagement (conversation rate)
– Amplification (reach)
– Community
– Brand strength/sales
• Social media analytics tools
– Social media management systems (HootSuite)
– Analytics providers (Google Analytics, Webtrends, IBM
Digital Analytics)
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Insight on Technology: Optimizing Social
Marketing With Sprout Social
• Class Discussion
– How do social media analytics help companies identify
and attract customers?
– What are the challenges in measuring the
effectiveness of social marketing campaigns?
– What advantages did the Atlanta Hawks and Allegiant
Air find in using Sprout's analytics and tools?
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Facebook Marketing
• Basic Facebook features
– Profile and Timeline
– Feed
– Groups
– Tagging and Reactions buttons
– Stories and Reels
• Social density of audience is magnified
– Facebook is largest repository of deeply personal
information
– Facebook geared to maximizing connections between
users
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Facebook Marketing Tools
• Reactions Buttons
• Brand Pages
• Facebook Ads (includes various formats including display ads
and video)
– Can be placed in Feed, right-hand column or side bar;
Stories, or Reels; on Messenger; within apps; Facebook
Watch (video-on-demand service)
– Most revenue comes from mobile ad platform
• Facebook Live: free video streaming service that can be saved
to a brand’s page
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Starting a Facebook Marketing
Campaign
• Establish Facebook brand page
• Use comment and feedback tools to encourage fan
comments
• Encourage brand involvement through video, rich media,
contests
• Set up Facebook Ads account (Meta Business Suite);
create a Facebook Ads campaign
• Use Facebook Groups; develop a community of fans
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Instagram Marketing
• Visual social network focused on photos and videos
• Owned by Meta, Facebook’s parent
• Basic Instagram features
– Profile
– Feed
– Stories and Reels
– Instagram Live and Instagram Video
– Tagging and Hashtags
– Filters
– Instagram Direct
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Instagram Marketing Tools
• Brand Profiles
• Instagram Ads (includes various formats including display
ads and video ads)
– Various formats including display ads and video ads
– Carousel ads
– Stories
– Can include Buy button
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Starting an Instagram Marketing
Campaign
• Set up free Instagram business profile
• Turn an Instagram post into an ad by using Instagram’s
Boost Post function
• Connect Instagram account to Meta Business Suite; create
an Instagram Ads campaign
• Partner with influencers to extend reach
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
TikTok Marketing
• One of newer social networks; short videos
• Owned by Chinese company Bytedance
• Basic TikTok features
– Profile
– For You Page based on algorithm
– Tagging and Hashtags
– Filters and effects
– Stitch and Duet
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
TikTok Marketing Tools
• In-feed ads
– Image ads
– Video ads
– Spark ads
– Carousel ads
– Pangle ads
– TopView ads
• Branded Hashtag Challenges
• Search ads also being tested as of 2022
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Starting a TikTok Marketing Campaign
• Create a profile
• Start creating and posting video content
• Partner with creators and influencers
• Launch organic hashtag challenges
• Try some of TikTok’s ad formats
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Twitter Marketing
• Social network originally based on 140-character text
messages
• Now allows users to send and receive 280-character
messages, news articles, photos, videos
• Basic features
– Tweets, retweets, mentions, replies
– Followers
– Direct messages (DMs)
– Hashtags
– Moments tab
– Timeline
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Twitter Marketing Tools
• Promoted Ads
– Variety of formats: Text Ads, Carousel Ads, Moment
Ads, Video Ads
• Follower Ads
• Twitter Takeover
• Branded Notification
• Twitter Amplify
• Twitter Cards
• Twitter Live
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Starting a Twitter Marketing
Campaign
• Establish a Twitter account
• Follow others relevant to your content and conversation
• Try Promoted Ads
• Try Follower Ads
• For larger budgets, use Twitter Takeover
• For retail business local sales, try Twitter Cards
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Pinterest Marketing
• Online board to which users can “pin” photos
• Enables users to talk about brands using pictures rather
than words
• Features include:
– Pins and re-pins to Boards
– Home Feed
– Hashtags and keywords
– Share
– Search
– Pinterest Lens
– Widgets and buttons
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Pinterest Marketing Tools
• Brand pages
• Paid formats
– Standard and Carousel
– Video
– Shopping
– Collection
– Search ads
• Visual search engine
• Idea Pins
• Rich Pins: Product, Article, and Recipe
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Starting a Pinterest Marketing
Campaign
• Create Pinterest brand page
• Pin photos of products
• Create multiple theme-based lifestyle boards
• Use Pinterest Rich Pins
• Add Pinterest widgets and buttons to website
• Promote Pinterest account on other social networks
• Follow and interact with other pinners and boards
• Try various Pinterest Promoted Pins and other ad options
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Marketing on Other Social Networks (1 of 2)
• Snapchat: Mobile messaging app/social network
• Basic features
– Snapchat Stories
– Live Stories
– Discover
• Marketing tools
– Snap Ads
– Sponsored Geofilters
– Sponsored Lenses
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Marketing on Other Social Networks (2 of 2)
• LinkedIn: Social network focused on professional
networking
• Basic features: Profile pages and Feed
• Marketing tools
– Company profile page
– Showcase page to highlight product or service
– Career page targeted at recruiting
– Sponsored posts (ads) in feeds; display ads
– Sponsored inMail
– LinkedInPulse
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
The Downside of Social Marketing
• Loss of control
– Where ads appear in terms of other content
– What people say
▪ Posts
▪ Comments
▪ Inaccurate or embarrassing material
• In contrast, TV ads maintain near complete control
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Insight on Society: Marketing to Children
in the Age of Social, Mobile, Local
• Class Discussion
– Why is online marketing to children a controversial
practice?
– What is the Children’s Online Privacy Protection Act
(COPPA), and how does it protect the privacy of
children?
– What actions must YouTube take as a result of its
settlement with the Federal Trade Commission?
– Should COPPA be revised? If so, how?
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Mobile Marketing
• About 280 million Americans use a mobile device for
Internet access
– Devices used multiple times per day
• In 2022, m-commerce accounts for about 40% of all retail
and travel e-commerce revenues.
• Challenges
– Motivating consumers to click on mobile ads
– Pricing for mobile ads
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Figure 7.5 The Growth of M-commerce
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
How People Actually Use Mobile Devices
• Average of four and a half hours daily on mobile devices
– Almost 70% of time spent occurs in home
– Entertainment (music and podcasts, social networks,
video, mobile game apps) is the primary focus
• Mobile devices currently used more for communicating
and entertainment than for shopping and buying, but:
– Rapidly growing smartphone m-commerce sales
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
In-App Experiences and Ads
• Mobile use
– Users spend almost four times the amount time using
apps compared to mobile browsers
– Users use about 45 apps per month
• App marketing
– Most effective are in-app ads
– Placed in most popular apps
– Targeted to immediate activities and interests
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
How the Multi-Screen Environment
Changes the Marketing Funnel
• Consumers becoming multi-platform
– Desktops, smartphones, tablets, TV
– Multi-device users use multiple devices to complete a
specific action
▪ View ad on TV, search on smartphone, purchase
on tablet
• Marketing implications
– Consistent branding
– Responsive design
– Increased complexity, costs
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Mobile Marketing Overview
• Mobile marketing more than 66% of all online marketing
• Dominated by Meta (Facebook and Instagram) and
Google
– Others with significant presence: Amazon, Twitter,
LinkedIn, and Snapchat
• Google is dominant in mobile search
• Meta dominates mobile display ads
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Basic Mobile Device Features
• Personal communicator and organizer
• Screen size and resolution high enough to support
graphics and video
• Self-locating GPS locating capability
• Web browser
• Apps
• Ultraportable and personal
• Multimedia capable
• Touch/haptic technology
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Mobile Marketing Tools: Ad Formats
• Mobile marketing formats
– Search ads
– Display ads
– Video
– Text/video messaging
– Other: e-mail, classifieds, lead generation
• Social networks have brought their desktop advertising
techniques to mobile platform
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Insight on Business: Mobile Marketing Revs
Up With 3D, AR, VR and the Metaverse
• Class Discussion
– Why do mobile devices represent such a promising
opportunity for marketers?
– What are the benefits and the appeal of 3D, AR, and
the metaverse for mobile advertising?
– Have you ever engaged with 3D, AR, or metaverse-
based mobile ads?
– What types of products are best suited for 3D, AR, or
metaverse-based ads?
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Starting a Mobile Marketing
Campaign
• Develop a mobile website; include links to social
networks
• Mobile versions of display advertising campaigns
• Join an ad network such as Google AdMob
• Develop interactive content aimed at mobile users
• Measuring and manage campaign
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Figure 7.10 Measuring the Effectiveness of a
Mobile and Social Marketing Branding Campaign
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Local and Location-Based Marketing
• 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
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
The Growth of Local and Location-Based
Mobile Marketing
• Prior to 2005, nearly all local advertising was non-digital
– Google Maps (2005)
▪ Enabled targeting ads to users based on IP
address and general geographic location
– Smartphones, Google’s mobile maps app (2007)
▪ Enabled targeting ads based on GPS
• Location-based mobile marketing
– Expected to triple over next five years
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Figure 7.11 Location-Based Mobile
Marketing in Perspective
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Location-Based Marketing Platforms
• Google
– Android operating system has built-in location
functionality
– Google Maps, Waze app, Google MyBusiness,
AdMob (mobile advertising business)
• Meta (Facebook and Instagram)
• Twitter
• YP (formerly Yellow Pages)
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Location-Based Mobile Marketing
Technologies
• Two types of location-based marketing techniques
– 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
– G P S signals
– Cell-tower locations
– Wi-Fi locations
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Why Is Location-Based Mobile Marketing
Attractive to Marketers?
• Mobile users more active, ready to purchase than
desktop users
• More than 80% of U.S. consumers use mobile devices to
search for local products, services
– 50% of smartphone users visit a store within 1 day of
local search
– 18% of smartphone users make a purchase
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Location-Based Marketing Tools
• Geo-social-based services marketing
• Location-based services marketing
• Mobile-local social network marketing
• Proximity marketing
• In-store messaging
• Location-based app messaging
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Starting a Location-Based Marketing
Campaign
• Location-based considerations
– Action-based, time-restrained offers and opportunities
– Target location-aware mobile user demographic
– Strategic analysis of marketspaces
• Measuring marketing results
– Same basic measures as mobile and web marketing
– Metrics for unique characteristics. In click-to-call campaign,
would also measure:
▪ Number of calls
▪ Duration of calls
▪ New versus existing customers
▪ Number of accidental or hostile calls
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Careers in E-commerce
• Position: Social Media Marketing Associate
• Qualification/Skills
• Preparing for the Interview
• Possible Interview Questions
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
Copyright
This work is protected by United States copyright laws and is
provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or sale of
any part of this work (including on the World Wide Web) will
destroy the integrity of the work and is not permitted. The work
and materials from it should never be made available to students
except by instructors using the accompanying text in their
classes. All recipients of this work are expected to abide by these
restrictions and to honor the intended pedagogical purposes and
the needs of other instructors who rely on these materials.
Copyright © 2024, 2022, 2020 Pearson Education, Inc. All Rights Reserved
