Chapter 7: Social, Mobile and Local Marketing

Chapter 7: Social, Mobile and Local Marketing

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Chapter 7: Social, Mobile and Local Marketing by Mind Map: Chapter 7: Social, Mobile and Local Marketing

1. Introduction to Social, Mobile, and Local Marketing

1.1. New Marketing Concepts: Conversations and Engagement

1.2. Impact of smartphones and tablets

1.3. Social Mobile Local Nexus: Strong Ties

2. Sosial Marketing

2.1. Traditional online marketing goals

2.1.1. Deliver business message to the most consumers

2.2. Social marketing goals

2.2.1. Encourage consumers to become fans and engage and enter conversations

2.2.2. Strengthen brand by increasing share of online conversation

3. Facebook Marketing

3.1. Basic Facebook features

3.1.1. News Feed

3.1.2. Timeline (Profile)

3.1.3. Search

3.2. Social density of audience is magnified

3.2.1. Facebook is largest repository of deeply personal information

3.2.2. Facebook geared to maximizing connections between users

4. Twitter Marketing

4.1. Real-time interaction with consumers

4.2. Basic features

4.2.1. Tweets, retweets, followers, message, hashtag, mention, reply, and links

4.2.2. Moments tab, Timeline

5. Pinterest Marketing

5.1. One of the fastest-growing and largest image-sharing sites

5.2. Enables users to talk about brands using pictures rather than words

5.3. Features

5.3.1. Pins and re-pins to boards

5.3.2. Share

5.3.3. Follow

5.3.4. Contributors

5.3.5. Links to URLS

5.3.6. Price displays

6. Marketing on Other Social Networks

6.1. Instagram

6.1.1. Brand profiles, ad campaigns (display and video), Buy buttons, Marquee ads

6.2. Snapchat

6.2.1. Snapchat Stories, Live Stories, Discover, Snap Ads, Sponsored Geo filters, Sponsored Lenses

6.3. LinkedIn

6.3.1. Company profiles, showcase pages, Career Page, Display ads (Feeds), self-service ads or Advertising Partner Solutions, sponsored InMail, LinkedIn Pulse

7. Mobile Marketing

7.1. Over 3.3 billion people worldwide use a mobile device for Internet access

7.2. Mobile Device Features

7.2.1. Personal communicator and organizer

7.2.2. Screen size and resolution

7.2.3. GPS location

7.2.4. Web browser

7.2.5. Apps

7.2.6. Ultraportable and personal

7.2.7. Multimedia capable

7.2.8. Touch/haptic technology

7.3. Mobile Marketing Ads formats

7.3.1. Search ads

7.3.2. Display ads

7.3.3. Video

7.3.4. Text/video messaging

7.3.5. Other: e-mail, classifieds, lead generation

8. Local and Location-Based Marketing

8.1. Location-based marketing

8.1.1. Targets messages to users based on location

8.2. Location-based services

8.2.1. Provide services to users based on location Personal navigation Point-of-interest Reviews Friend-finders, family trackers

8.3. Platforms

8.3.1. Google Android O S, Google Maps, Google Places, AdMob, AdWords

8.3.2. Facebook

8.3.3. Oath

8.3.4. Twitter

8.4. Two types of location-based marketing techniques

8.4.1. Geo-aware techniques Identify location of user’s device and target ads, recommending actions within reach

8.4.2. Proximity marketing Identify a perimeter around a location and target ads and recommendations within that perimeter