Online Social media & Mobile marketing

Online, Social Media& Mobile Marketing
Presented By :
CHITRANSHU SHUKLA
11 March 2017 Online ,Social Media &Mobile Marketing-MM-II 1

Online Marketing
• Paid Media
Eg:-> company generated advertising, publicity
• Earned Media
Eg:-> Word of mouth benefits a firm receives without having paid,
Social Media forms an important part of Earned Media
• Owned Media
Eg:-> communication channel within ones control, can be paid.

Online Marketing Communication options
• Websites
• Search Ads
• Display Ads
• Interstitials
• E-Mail
• Social Media

Social Media
• Websites and applications that enable users to create and share
content or to participate in social networking.

Importance to marketer
• Allows marketer to establish a public voice and online presence.
• Brand building and increase brands visibility.
• Building relationships and communicating with potential customers.
• Social media posts can be used to drive traffic.
• Encourage companies to stay innovative and relevant.

Importance to Consumer
• Helps in creating an online presence.
• Connect to friends and family.
• Connect to audiences with shared or similar interests.
• Sometimes used as a medium of retribution for faulty products.
• Helps in connecting to fan base.

Social Media Platforms
Online communities
and forums
(discussion forums such
as Hacker News and India
Travel forum)
Blogs(individual or
networks)
(Blogging websites such
as Your story and
Mashable)
Social networks
(Websites such as
facebook, linkedin and
twitter)

Online communities and forums
• Come in all shapes and sizes.
• Communication through posting, text messages and chat discussions.
• Some created by consumers with no commercial interest or company
affiliations.
• Some company sponsored whose members communicate to company
and each other.
• Information flow is two way.
Eg:->When GlaxoSmithKline prepared to launch a weight loss drug it
sponsored a weight-loss community.

Blogs
• Regularly updated online journals or diaries.
• Some for personal and close friends(Non Corporate Blogs).
• Some designed to influence and reach a vast audience.
• Corporations are creating their own blogs(Corporate Blogs).
• Popular blogs create influential opinion leaders.
• Blogs with strict post length limits(Micro Blogs).
• Sometimes used as a medium of retribution for faulty products.
Eg:-> Dell customer service shortcomings were splashed through a
series of web postings “Dell Hell”.

Social Networks
• Important force in both B2B and B2C marketing
• Like individual companies join social groups and actively participate.
• Different networks offer different benefits to firms, like twitter is an
early warning system that permits rapid response, whereas facebook
allows deeper dives to engage consumers.
• Aids in creating interest.
• Using consumers to develop and market product.
• Crowdsourcing

How to create a Social Media Campaign

The Listening System
• Effective listening system to understand and engage an online
audience.
• What is being said about the brand, the industry and the competition.
• Ways in which customer rate , rank ,critique , praise and recommend
brand.
• Negative comments and complaints – illuminates flaws and generally
go viral!

The Eight Stages of Listening
1) No objective at all
Organization has a listening program but has no goals. (Google Alerts)
2) Tracking of brand mention
Companies now track mentions in the social space. ( Radian6)
3) Identifying Market Risks and Opportunities
Seeking out discussions online
4) Improving campaign efficiency
To get real time data on marketing efficiency. (Google Analytics)
5) Measuring customer satisfaction
Measuring impact of satisfaction (online focus group solutions)
6) Responding to customer inquiry
Identifies where customers are
7)Better understanding of customers
Adds social information to demographics
8) Being proactive and anticipating customer demands
Examines previous data and social behavior

Social Media Objectives
Listen and Learn - Monitor what is being said about the brand. Develop a
listening strategy.
Build relationships and awareness - Open dialogues with stakeholders answer customer questions
candidly
Promote products and services - Get customers talking about products and services.
Manage your reputation - Respond to comments and criticism that appears on blogs and
forums.
Improve customer service - Seek out displeased customers and engage them directly to
solve issues.

Evaluation And Measurement of Social Media.
• Ease of use and efficiency with which organisations can use social
media for better returns.
• But , how to measure the benefits of social media?
• Example – Local coffee shop manager may measure the success of her
social media presence by the raw number of friends on Facebook and
followers on twitter she has accumulated. Although, rate of
accumulation, investment per fan and comparison to similar sized
coffee shops are other variables that need to be considered.

Areas of Measurement
1) Social Media Measurement :
Determines the conversion rate of a social media friend/follower. Tools
used are Google Analytics, Social Mention, Twinfluence and others.
2) Public Relations Measurement :
Calculates the impact of social media on press coverage and other
elements of PR by quantizing information such as voice related to
competitors, stories by location and others. Tools used DIY Dashboard,
Tealium and Vocus.
3) Social Media Monitoring :
Tools used for customer service improvement , brand management and
prospecting. Google News Alert , a free online tool, is used to report
relevant new stories about any topic or organization.

SOCIAL MEDIA RETURN ON INVESTEMENT
(ROI)
• VIDEO.

ONLINE MARKETING COMMUNICATIONS
OPTIONS
WEBSITES
• Should be attractive on first viewing and interesting enough to
encourage repeat visits.
• Effective websites features seven design elements they call 7Cs.
• 7Cs. Are as follows:- Context, Content, Community, Customization,
Communication , Connection and Commerce.
• Website should be easy to handle, customer oriented and should be
enrich in content with proper lay out and design.
• Source:-Philip, kotler, kevin lane and keller 15 e

OPTIONS
SEARCH ADS
• Important component of Online marketing is paid search or pay per
click ads.
• Paid search:- marketers bid in a continuous auction on search terms
that serve as a proxy for the consumer’s product or consumption
interest.
• When consumer search for any of the keywords with search engines
ad may appear above or next to the search result, depending on the
amount of company bids and an algorithm the search engines uses to
determine an ad’s relevance to a particular search.

OPTIONS
DISPLAY ADS
• Display ads or banner ads are small, rectangular boxes containing text
and perhaps a picture that companies pay to place on relevant
websites.
• The larger the audition the higher the cost of displaying ads.
• Example:- displaying of ads on economics times website.

OPTIONS
Email
• Email marketing in comparison to other forms of digital marketing is considered
cheap; it is also a way to rapidly communicate a message such as their value
proposition to existing or potential customers.
• Despite progressions in marketing channels, such as the introduction of social
media, blogs, and the like, email has remained at the core.
• Email marketing allows you to, over time, create a valuable database of contacts.
• All the people who follow through on your calls-to-actions, and all the people
who fill out the forms on your landing pages, will be added to your contacts
database. You can then target these contacts for appropriate email
communication.
• Thus, rather then sending your entire contacts list one email, you should be
segmenting your list and sending a targeted messages to the right people.

Mobile Marketing

• Mobile is one of the best tool to reach to consumers on 3rd screen (
TV & Computer are 1st & 2nd ).
• Time spent by users on mobile is huge.( More than TV, radio,
Magazines & newspaper combined)
• Mobile reaches where other media cannot.

Some mobile marketing tools:-
• SMS
• MMS
• Mobile Web sites: Websites designed specially for Mobile.
• Mobile Ads
Mobile Ad spending was almost $18 billion worldwide in 2013.
• Bluetooth Marketing
A signal is sent to bluetooth enabled device, which allows marketers to
send targeted message to users based on their specific geographic
locations.
• Smartphone apps.

Mobile Marketing
The Scope of Mobile Marketing:-
• Mobile is Ubiquitous
Present everywhere
Increases the opportunity to engage and communicate with directly with
customers
This means marketing messages can be can be delivered to the intended
audience when other forms or media are not available..
• Perfect Timing
SMS messages, mobile coupons, and text marketing messages can be
delivered exactly when brands want their audience to see them.

• We use mobile for personal communications
Mobile is used on a regular basis to conduct personal business -To
manage finances, communicate with contacts, and even help mobile
users find a date.
Mobile marketing allows brands to take advantage of this personal
relationship and enrich the customer's experience with the brand.
• Mobile has a past, present, and a future
With changing features and mobile technology , consumer’s interest
& acceptability and increased availability with mobile has increased
opportunity for brands to reach them.

• Mobile can be targeted
Mobile marketing can be targeted to specific groups irrespective of
level of mobile marketing technology a brand uses.
With SMS marketing custom mobile coupons or text blasts can be
sent to a specific list interest or blast to the entire database.

Developing Effective Mobile Marketing
Program
• Web experience varies for different smart phones due to screen sizes,
longer download time, lack of software capabilities etc. Marketers are
wisely designing simple & clear & clean sites( even paying attention to user
experience & navigation )
• Expert’s Advice for concise mobile messaging:-
1) Mobile ad copy should occupy only 50% of the screen, avoiding complex
viewing experience which not only saves consumers’ battery & data
availability but also their time.
2) Brand should limit their ads to a pair of phrases – The offer & Tagline
3) Brands should place their logo in the centre of the mobile ad frame.
4) Ads should use at least one bright color, ( but not more than 2)

Social Media & Mobile Technology
• Mobile phones are allowing to do everything a computer can do & from
anywhere.
• According to a research firm Gartner, Mobile marketing revenues were
expected to reach nearly 14850 core rupees in 2011 ( 100% growth from
2010 i.e 7200 crore rupees.)
• Reasons for the popularity of mobile marketing :-
1) Standard mobile platforms resulted in a low barriers to entry.
2) More consumers than ever to address
3) All time consumer attention in real time
4) Measurable
5) Higher response rate than traditional media like print and broadcast.

References
• Kotler & Keller
• Lamb
• Google

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Online Social media & Mobile marketing

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