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Hrd Chapter 10 Essay

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Online Marketing Platforms in the U.S.

E-commerce 2014
business. technology. society.
tenth edition Global Edition

Kenneth C. Laudon Carol Guercio Traver
Figure 7.2, Page 456
Copyright © 2014 Pearson Education Slide 7-1 Copyright © 2014 Pearson Education

SOURCE: Based on data from eMarketer, Inc., 2013a.
Slide 7-4

Social Marketing
 Traditional online marketing goals
 Deliver business message to the most

Chapter 7
Social, Mobile, and Local Marketing

consumers

 Social marketing goals  Encourage consumers to become fans and engage and enter conversations  Strengthen brand by increasing share of online conversation

Copyright © 2014 Pearson Education

Copyright © 2014 Pearson Education

Slide 7-5

Introduction to Social, Mobile, and Local Marketing
 New marketing concepts
 Conversations  Engagement

Social Marketing Players
 The most popular sites account for 90%

of all social network visits
 Facebook, LinkedIn, Twitter, Pinterest, Tumblr,

Google+, MySpace, Instagram

 Impact of smartphones and tablets  Social-mobile-local nexus  Strong ties between consumer use of social networks, mobile devices, and local shopping

 Unique visitors vs. engagement  Engagement measures the amount and intensity of user involvement  Facebook dominates in both measures

Copyright © 2014 Pearson Education

Slide 7-3

Copyright © 2014 Pearson Education

Slide 7-6

1

Engagement at Top Social Sites
 

Facebook Marketing Tools
Marketplace Ads News Feed  Brand Pages  Promoted Posts  Sponsored Stories  Like Button  Mobile Ads  Facebook Exchange

Figure 7.4, Page 458
Copyright © 2014 Pearson Education

SOURCE: Based on data from eMarketer, Inc., 2013x.
Slide 7-7 Copyright © 2014 Pearson Education Slide 7-10

The Social Marketing Process
 Five steps in social marketing, also

Typical Facebook Marketing Campaign
Establish Facebook brand page Use comment and feedback tools to develop fan comments  Develop a community of users  Encourage brand involvement through...

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