Chapter - 7
Introduction to
Social, Mobile,
and Local
Marketing
INTRODUCTION TO SOCIAL,
MOBILE, AND LOCAL
MARKETING
• Before 2007, online marketing relied heavily on
static strategies like corporate websites, Yahoo
display ads, Google AdWords, and email campaigns
• Display ads were the primary tool, aimed at
delivering brand messages to broad audiences
without expecting interaction or immediate
response
• Success was measured by traditional metrics like
“eyeballs” (unique visitors) and “impressions” (ads
INTRODUCTION TO SOCIAL,
MOBILE, AND LOCAL
MARKETING
• Social, mobile, and local marketing significantly
disrupted and reshaped the digital marketing
landscape after 2007
• Major shifts began with Facebook expanding
beyond college students and Apple introducing the
iPhone, enabling more interactive, targeted, and
real-time marketing
•
INTRODUCTION TO SOCIAL,
MOBILE, AND LOCAL
MARKETING
• Social-mobile-local marketing emphasizes conversations
and engagement, where businesses actively participate in
ongoing online interactions with customers, prospects, and
even critics, rather than just broadcasting messages
• The emphasis in online marketing has shifted from a focus
on eyeballs to a focus on participating in customer-oriented
conversations
• In this sense, social marketing and advertising is not simply
another “ad channel” but, rather, a collection of
technology-based tools for communicating with shoppers
INTRODUCTION TO SOCIAL,
MOBILE, AND LOCAL
MARKETING
• Social, mobile, and local marketing are interconnected and
reinforce each other
• Most social media access happens via mobile devices—e.g.,
93% of U.S. Twitter users use mobile
• Mobile users drive over 95% of ad revenue for platforms
like Twitter, Facebook, and Instagram.
INTRODUCTION TO SOCIAL,
MOBILE, AND LOCAL
MARKETING
• Local marketing is closely tied to mobile, as local
advertisers mainly target mobile users
• Mobile devices help customers find local deals,
while merchants use them to send offers nearby
• Social, mobile, and local marketing should be
planned together in an integrated strategy
• These platforms will continue to merge, making
combined social-mobile-local campaigns essential
INTRODUCTION TO SOCIAL,
MOBILE, AND LOCAL
MARKETING
• Traditional online marketing focuses on maximizing
impressions and website visits
• It relies on one-way messaging without expecting
interaction or feedback from customers
• Social marketing aims to build engagement by
fostering conversations with potential customers
INTRODUCTION TO SOCIAL,
MOBILE, AND LOCAL
MARKETING
• It encourages fans to share their experiences and
promote the brand within their networks
• The ultimate goal is to boost brand strength and
sales by increasing the company’s presence in
online conversations
SOCIAL
MARKETING
PLAYERS
• A few major platforms dominate social media
usage
• Facebook, Instagram, TikTok, Twitter,
Pinterest, Snapchat, and LinkedIn get over
90% of visits
SOCIAL
MARKETING
PLAYERS
Dark Social Sharing
Those forms of social sharing that occur off the
major social networks and via alternative
communication tools such as e-mails, instant
messages, texts, and mobile messaging apps
SOCIAL
MARKETING
PROCESS
• Social marketing has five steps: fan acquisition,
engagement, amplification, community, and
brand strength
• Each step is measurable
• Social marketing goals and metrics differ from
traditional marketing
SOCIAL
MARKETING
ROCESS
• Fan acquisition is the first step, attracting
users to your social platforms
• It involves getting your brand into social media
streams
• Social ads encourage visitors to interact and do
something social, such as participate in a contest,
obtain a coupon, or obtain free services for
attracting friends
SOCIAL
MARKETING
ROCESS
• Engagement encourages users to interact with
your content and brand
• It’s about starting conversations and getting fans to
talk
• Use appealing photos, text, and opportunities for
user feedback
SOCIAL
MARKETING
ROCESS
• Influencers are used to boost engagement by
leveraging their trust and reach
• Influencer marketing is growing fast, with Instagram
leading and TikTok spending rising sharply
SOCIAL
MARKETING
ROCESS
• Amplification encouraging visitors to share
their Likes and comments with their friends
SOCIAL
MARKETING
ROCESS
• A community forms when engaged fans
interact consistently over time
• Marketers use tactics like exclusive info, discounts,
and referral rewards to grow the community
• These tactics help build loyalty and keep fans
involved
SOCIAL
MARKETING
ROCESS
• The goal is to increase the brand's presence in
online conversations
• Strong communities lead to stronger brands and
potentially more sales
• Ultimately, the point of marketing is to drive sales
revenue
SOCIAL
MARKETING
ROCESS
MEASUREMENT
ACTIVE PROFILES ON
SOCIAL MEDIA
PLATFORMS
• Facebook: 3.07 billion monthly active users
• YouTube: 2.53 billion
• Instagram: 2 billion
• WhatsApp: 2 billion
• TikTok: 1.59 billion
• WeChat: 1.38 billion
• Telegram: 950 million
• Facebook Messenger: 947 million
• Snapchat: 850 million