Social, Mobile, and Local Marketing

Social, Mobile, and
Local Marketing
Social Marketing
The objective:
• to encourage your potential customers to become fans of your
company’s products and services and to engage with your
business by entering into a conversation with it.
• to encourage your business’s fans to share their enthusiasm
with their friends and, in so doing, to create a community of
fans online.
• to strengthen the brand and drive sales—and to do this by
increasing your “share of the online conversation.”
THE DOWNSIDE OF SOCIAL MARKETING
• companies lose a substantial amount of control over what people say
about their brands
• Lose control over where their ads appear in terms of other content on
social networks.
• Brand safety is also a concern in influencer marketing. Influencers
may make statements, either about the brand or unrelated to the
brand, that do not represent the values of the brand, resulting in
damage to the brand
Mobile Marketing
• the use of mobile devices such as smartphones and tablet computers
to display banner ads, rich media, videos, games, e-mail, text
messaging, in-store messaging, QuickResponse (QR) codes, and
couponing.
The features of mobile devices that marketers can leverage:
• Unlike social marketing, mobile marketing does not require
much of a new marketing vocabulary. All the marketing
formats available on the desktop are also available on mobile
devices
• Mobile marketing screens are smaller
• Objectives of Mobile Marketing:
• sales-oriented →based on display and search ads, offer coupons or
discounts, and
• focus on branding → to engage consumers in a conversation, to
acquire them as fans, and to have them spread the word among their
friends.
• The key dimensions to measure for mobile social campaigns:
• fan acquisition, fan engagement, amplification, community, brand
strength (center of conversation), and sales
Local and Local-Based Marketing
• Location-based marketing targets marketing messages to users

based on users’ location and involves the marketing of location-
based services.
• Location-based services involve providing services to users based on
users’ location. Examples of location-based services:
• personal navigation (How do I get there?)
• point-of-interest (What’s that?)
• reviews (What’s the best restaurant in the neighborhood?)
• friend-finder (Where are you? Where’s the crowd?), and
• family-tracker services (Where is my child?).
• The key players in location-based mobile marketing are the same giants
that dominate the mobile marketing environment :
• Google, Meta, Twitter, and YP (formerly Yellow Pages).
• Google is clearly the leading location-based marketer largely because of
its widely used Google Maps app on smartphones
• Example:
For instance, if customers search for “pizza” on a desktop computer from work at 1 p.m.,
they would be shown nearby restaurants and an order form. If customers searched for
“pizza” at 8 p.m. on a smartphone within a half-mile of a pizza restaurant, they might be
shown a click-to-call phone number and directions to the restaurant. Pizza restaurants
pay Google for the chance to show up in these searches.
Location-based marketing techniques
• Geo-aware techniques identify the location of a user’s device and
then target marketing to the device, recommending actions within
reach (which, in itself, requires the marketer to know where relevant
things like stores are located).
• For instance, a marketer may target smartphones within several square city
blocks to alert the smartphone users to available offers from participating
merchants.
• Proximity marketing techniques identify a perimeter around a

physical location and then target ads to users within that perimeter,
recommending actions that are possible within the fenced-in area
(geo-fencing)
• For instance, if users walk into the geo-fenced perimeter of a store, restaurant, or
retail shop, they will receive ads from these businesses

Social, Mobile, and Local Marketing

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Social, Mobile, and Local Marketing

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Social, Mobile, and

• Location-based marketing targets marketing messages to users

• Proximity marketing techniques identify a perimeter around a

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