Chapter 3 Social, Mobile, and Digital Marketing Today Understand - PowerPoint PPT Presentation

Chapter 3 Social, Mobile, and Digital Marketing

Today • Understand why social media, mobile, and digital marketing are important • Implementing a social media strategy 2

Technology Evolution End of 2016 Mid-to-late–1990s 2007–2011 2000–2006 • 98% of American adults 2007 : First iPhone released have a cell phone 2008 : Apple’s App Store 2002 : Wi-Fi became • 77% of American adults launched common 1997 : 37% of households have a smartphone 2009 : 70% of households 2003 : 62% of households have computers, • 69% of Americans use have computers, have computers, 18% have internet social media 70% have internet 55% have internet access • One-in-ten American access access 1999 : First Blackberry adults are “smartphone- 2011 : iPad, Tablet, and 2006 : <10% of mobile available only” internet users Geolocation become phones users have a common smartphone 2011 : 40% of mobile phone users have a smartphone http://www.pewinternet.org/fact-sheet/mobile/ 3

Social Media Usage Today https://medium.com/@ipestov/todays-incredible-numbers-about-social-media-a6b1ff2ca887 4

Social Media Advertising Social media is one of the cheapest ways to advertise! 5

Experiencing a Product or Service Will it Blend? 6

Experiencing a Product or Service Information about a firm’s goods and services Simulating real experiences Can generate shares, likes, and other word-of-mouth exposure 7

Engage: Wendy’s on Twitter More at: http://www.boredpanda.com/funny-wendy-jokes/ 8

Engage: Wendy’s on Twitter More at: http://www.boredpanda.com/funny-wendy-jokes/ 9

Engage: Target Case Study https://marketing.twitter.com/na/en/success-stories/share-the-love-how-target-positively-influences-shopping- intent.html?utm_source=twitter&utm_medium=on-platform&utm_campaign=target-CS 10

Listen: Online Word of Mouth 11

Social Media Marketing Campaign Identify Identify Campaign: Monitor & Allocate strategies target Experiment change budget and goals audience and engage 12

Analyze results Conversion Rate Page views Bounce rate Click paths Conversion rates Keyword analysis* *Google AdWords = highly focused on keywords 13

Facebook ads guide 5 Steps to Create a Facebook Ad From Your Page If the link above does not work try the one below: https://www.facebook.com/business/learn/lessons/top-steps-to-creating-a-facebook- ad?content_id=ZIdPkwvkVDO7VXF&ref=sem_smb&utm_source=GOOGLE&utm_medium=fbsmbsem&utm_campaign=PFX_SEM_G_BusinessAds_US_EN_Brand_Exact_Desktop&utm_content=Ads- Create_Buying&kenid=_k_Cj0KCQjwg8n5BRCdARIsALxKb959IuHODRgiKu8cwBb4M7rL_1QJO72Rin6KsvpDKykqBYD8nXcgQ2saAmxnEALw_wcB_k_&utm_term=create%20an%20ad%20on%20faceboo k&utm_ct=EVG&gclid=Cj0KCQjwg8n5BRCdARIsALxKb959IuHODRgiKu8cwBb4M7rL_1QJO72Rin6KsvpDKykqBYD8nXcgQ2saAmxnEALw_wcB

Best Social Media Campaigns https://digitalmarketinginstitute.com/blog/2017-4-4-the-5-best-social-media-campaigns-of- 2017-so-far https://www.plannthat.com/social-media-campaigns-2020/ 15

Some Tools/Resources • How strong is your website: https://website.grader.com • Must have marketing tools: https://sproutsocial.com/insights/digital-marketing- tools/ 16