Chapter 7

Social, Mobile, and Local Marketing

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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, Twitter, and Pinterest.
7.3 Identify the key elements of a mobile marketing campaign.
7.4 Understand the capabilities of location-based local marketing.
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Building a Microbrand* With Facebook Ads

• Class Discussion
• Have you ever made a purchase based on something
you have read or seen on Facebook? What was the
product and what made you interested?
• What types of Facebook ads did Hubble use? Which types
were the most effective?
• What are some of the issues for firms hoping to use
Facebook ads to build a microbrand?
*a small-scale brand recognized only in a certain geographic location, or by
consumers in a specific micromarket or niche market
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New
• Conversations
marketing • Engagement
concepts

Introduction to
Social, Mobile, Impact of
smartphones
and Local and tablets
Marketing
Social- • Strong ties between consumer
mobile-local use of social networks, mobile
nexus devices, and local shopping
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Figure 7.3 Online Marketing Platforms

 Traditional online marketing goals

• Deliver business message to the most

consumers

Social Marketing Social marketing goals

• Encourage consumers to become fans and

engage and enter conversations
• Strengthen brand by increasing share of
online conversation

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• The most popular sites account for

over 90% of all social network visits
• Facebook, Twitter, LinkedIn, Pinterest,
Instagram, Snapchat, Tumblr
Social • Unique visitors versus engagement
Marketing • Engagement measures the amount and
intensity of user involvement
Players • Facebook dominates in both measures
• Dark social - sharing outside of major
social networks (e-mail, I M, texts, etc.)
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Figure 7.4 The Social Marketing Process

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• Basic Facebook features

• News Feed
• Timeline (Profile)
• Search
Facebook
Social density of audience is magnified
Marketing •
• Facebook is largest repository of deeply
personal information
• Facebook geared to maximizing
connections between users
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• Reactions Buttons
• Brand Pages
• News Feed Page Post Ads
Facebook • Right-Hand Column Sidebar Ads
Marketing • Facebook Live

Tools • Video Ads

• Facebook Watch
• Mobile Ads
• Facebook Messenger
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• Establish Facebook brand page

• Use comment and feedback tools to develop
Typical fan comments
Develop a community of users
Facebook •
Encourage brand involvement through
Marketing
•
video, rich media, contests
Campaign • Use display ads for other Facebook pages
and social search
• Display Like button liberally
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• Basic metrics:
• Fan acquisition (impressions)
• Engagement (conversation rate)
Measuring • Amplification (reach)
• Community
Facebook • Brand strength/sales
Marketing • Facebook analytics tools
Results • Facebook Page Insights
• Social media management systems
(HootSuite)
• Analytics providers (Google Analytics,
Webtrends)
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Insight on Technology: Optimizing

Social Marketing With Sprout
Social (Sprout Social: Social Media Management Solutions)

• 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 Trek Bicycles and the
Chicago Bulls find in using Sprout's analytics and
tools?
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Twitter • Real-time interaction with

consumers
Marketing • Over 185 million active users
worldwide as of July 2020
• Over 90% access Twitter from
mobile device
• Basic features
• Tweets, retweets, followers,
message (D M), hashtag,
mention, reply, links
• Moments tab, Timeline
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Twitter • Promoted Tweets/Twitter

Promote Mode
Marketing • Promoted Trends
Tools • Promoted Accounts
• Promoted Video
• Amplify
• Twitter Cards
• Mobile Ads
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Typical Twitter • Follow others relevant to your

Marketing content and conversation
Experiment with simple
Campaign •
Promoted Tweets and Twitter
Promote Mode
• For larger budgets, use
Promoted Trends
• For retail business local sales,
build Twitter Cards
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Measuring • Similar to Facebook results

Twitter • Fan acquisition, engagement,
amplification, community,
Marketing brand strength/sales
Results • Analytics tools
• Twitter’s real-time dashboard
• Twitter’s Timeline activity and
Followers’ dashboards
• Third-party tools
• TweetDeck, Twitonomy,
BackTweets
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• One of the fastest-growing and largest

image-sharing sites
• Enables users to talk about brands using
pictures rather than words
Pinterest • Features include:
• Pins and re-pins to boards
Marketing • Share
• Follow
• Contributors
• Links to U R L S
• Price displays
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• Rich Pins
• Promoted Pin formats, including video and
app install pins
• Shopping Pins
Pinterest • Pin It and Follow buttons
Marketing • Pin as display ad
• Brand pages with theme-based boards
Tools
• U R L link to stores
• Integration with other social networks
• Network with users, followers, others
• Search advertising
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• Create Pinterest brand page and multiple

lifestyle-themed boards
• Improve quality of photos, use U R L links and
Typical keywords
• Utilize Pinterest Rich Pins and/or Product
Pinterest pins, Pin It buttons
Marketing • Integrate with Facebook and Twitter
Campaign • Follow and interact with other pinners and
boards
• Measuring Pinterest Marketing Results
• Same dimensions as Facebook, Twitter
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Marketing on Other
Social Networks (1 of 4)
• Instagram
• Brand profiles
• Display and video ads
• Buy buttons
• Marquee ads
• Stories
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Marketing on Other
Social Networks (2 of 4)
• Snapchat
• Snapchat Stories
• Live Stories
• Discover
• Snap Ads
• Sponsored Geofilters
• Sponsored Lenses
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Marketing on Other
Social Networks (3 of 4)
• TikTok
• In-feed video
• Brand take-overs
• Branded Lens
• Hashtag challenges
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Marketing on Other
Social Networks (4 of 4)
• LinkedIn
• Company profile pages
• Showcase pages
• Career Page
• Display ads in feeds
• Sponsored inMail
• LinkedInPulse
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What is the downside of

social marketing?
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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, T V ads maintain
near complete control
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Insight on Society: Marketing to Children of the

Web in the Age of Social Networks

Class discussion:
• Why is online marketing to children a controversial practice?
• What is the Children’s Online Privacy Protection Act (C O P P A),
and how does it protect the privacy of children?
• What actions must YouTube take as a result of its settlement
with the FTC?
Mobile Marketing
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Figure 7.5 The Growth of M-commerce

How People Actually Use Mobile Devices

• Average of over four and a quarter hours daily on mobile

devices
• Almost 70% of time spent occurs in home
• Over 55% on entertainment
• Over 20% on social networks
• Activities are similar to desktop activities
• Rapidly growing smartphone m-commerce sales
• Mobile devices currently used more for communicating and
entertainment than for shopping and buying
In-App Experiences and Ads

• Mobile use
• 90% of mobile time spent using apps and only about 10%
using mobile browsers
• Uses use about 20 apps per month
• Over 90% of app time spent on user’s top 5 apps
• App marketing
• Most effective are in-app ads
• Placed in most popular apps
• Targeted to immediate activities and interests
How the Multi-Screen Environment Changes the
Marketing Funnel

• Consumers becoming multi-platform

• Desktops, smartphones, tablets, T V
• 90% of multi-device users use multiple devices to
complete a specific action
• View ad on T V, search on smartphone, purchase on tablet
• Marketing implications
• Consistent branding
• Responsive design
• Increased complexity, costs
Mobile Marketing Features
• Mobile marketing more than 66% of all online marketing
• Dominant players are Google, Facebook
• Mobile device features
• Personal communicator and organizer
• Screen size and resolution
• GPS location
• Web browser
• Apps
• Ultraportable and personal
• Multimedia capable
• Touch/haptic technology
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
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Figure 7.9 U.S. Mobile Ad Spending by Format

Insight on Business: Mobile Marketing Revs Up
With 3D and Augmented Reality

• Class discussion:
• Why do mobile devices represent such a promising
opportunity for marketers?
• What are the benefits and the appeal of 3D and A R
mobile advertising?
• Have you ever engaged with 3D or A R mobile ads?
• What types of products are best suited for 3D or A R ads?
Mobile Marketing Campaigns

• Mobile website
• 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
Figure 7.10 Measuring the Effectiveness of a Mobile and 39

Social Marketing Branding Campaign

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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
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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
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Figure 7.11 Location-Based Mobile Marketing in Perspective

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Location-Based Marketing Platforms

• Google
• Android O S, Google Maps, Google Places,
AdMob, AdWords
• Facebook
• Verizon Media (Yahoo/A O L)
• Twitter
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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
• GPS signals
• Cell-tower locations
• Wi-Fi locations
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Why Is Local Mobile Attractive to

Marketers?
• Mobile users more active, ready to purchase
than desktop users
• Over 80% of 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
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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