Social, Mobile, and Local Marketing PDF

Chapter 7 Social, Mobile, and Local Marketing A rapidly evolving field. Malaysian and global perspectives. by Hafizah Omar Zaki Rise of Social Media Marketing 1 1. Digital 2 2. Audience Transformation Engagement Shift from traditional to Dir...

Chapter 7 Social, Mobile, and Local Marketing A rapidly evolving field. Malaysian and global perspectives. by Hafizah Omar Zaki Rise of Social Media Marketing 1 1. Digital 2 2. Audience Transformation Engagement Shift from traditional to Direct communication with online marketing. target audiences. 3 3. Cost-Effective 4 4. Data-Driven Reach Insights Affordable way to reach Track performance and large audiences. optimize strategies. Leveraging Facebook for Business Targeted Advertising Community Building Performance Tracking Reach specific audiences based on Engage with customers, answer Monitor campaign results and make demographics, interests, and questions, and build relationships. data-driven decisions. behaviors. Instagram: Visual Storytelling for Brands Visual storytelling Captivating content engages users. drives engagement. Visually appealing content Storytelling through visuals grabs attention and keeps can foster a sense of audiences coming back for connection, leading to more. increased likes, comments, and shares. Instagram is a powerful platform. It's a potent tool for reaching target audiences, building brand awareness, and driving conversions. Twitter: Real-Time Engagement and Conversations Real-time engagement and conversations. Twitter: Platform for news and information. LinkedIn: Professional Networking and B2B Opportunities Building Relationships Industry Insights Targeted Lead Career Advancement Generation Gain valuable knowledge Connect with professionals and perspectives. Find potential clients and Showcase your expertise in your field. business partners. and skills. The Power of Influencer Marketing Brand Exposure Product Endorsements Reach a wider audience through Build credibility and trust through influencers' networks. authentic reviews. Increased Engagement Sales and Conversions Boost interaction and generate Drive traffic to online stores and user-generated content. increase sales. Measuring Social Media ROI Quantify campaign effectiveness. Analyze metrics: reach, engagement, leads, conversions. Track website traffic, sales, customer acquisition cost. Metric Definition Calculation Return on Investment Profit generated from (Gain from (ROI) an investment. Investment - Cost of Investment) / Cost of Investment Cost Per Click (CPC) Cost of each click on Total Ad Spend / an ad. Number of Clicks Cost Per Acquisition Cost of acquiring a Total Ad Spend / (CPA) new customer. Number of Conversions Mobile Marketing Trends App Installs In-App Advertising Growth in mobile app Targeted advertising within downloads. apps. Mobile Payments Location-Based Services Increasing adoption of mobile wallets. Leveraging mobile location data. Responsive Web Design and Mobile-Friendly Experiences Adaptive Layouts Websites adjust to screen size Touch-Friendly Interactions Intuitive navigation on mobile Fast Loading Times Optimized for mobile networks Content Prioritization Important information displayed first Mobile Apps: Driving Engagement and Conversions User Interface Design App Store Engagement Conversion Tracking Optimization Strategies Intuitive user experience Keywords and descriptions Push notifications and in- Analyze user behavior app messages Personalized User reviews and ratings Optimize app performance recommendations Gamification and rewards Location-Based Marketing: Geo-Targeting and Geo-Fencing Geo-Targeting Geo-Fencing Radius Targeting Location Data Target specific geographic Trigger marketing Target users within a radius Leverage data to areas messages personalize Local SEO: Optimizing for Nearby Customers 1 1. Proximity 2 2. Keywords Search engines prioritize location. Include local keywords and phrases. 3 3. Citations 4 4. Reviews Ensure consistent business information. Encourage positive reviews from customers. Google My Business: Enhancing Local Visibility Business Profile Customer Reviews Complete and accurate information Encourage reviews and ratings Attract local customers Build trust and credibility Local Search Optimization Engage with Customers Optimize for local keywords Respond to reviews and queries Appear in local search results Promote local events and offers Yelp and Online Reviews: Managing Your Reputation Positive Reviews Negative Reviews Showcases positive customer Address concerns and show experiences. responsiveness. Reputation Management Monitor reviews and respond professionally. Integrating Social, Mobile, and Local Strategies 1 Social Media Leverage platforms for engagement. 2 Mobile Optimization Ensure a seamless user experience. 3 Local Targeting Reach potential customers in specific locations. Personalization and Targeted Messaging Data-Driven Insights Location-Based Targeting Engaging Content Leverage user data to tailor messages. Reach the right audience at the right Create personalized content that time. resonates. Content Marketing Approaches Value-Driven Content Informative, educational, and entertaining content. Addresses audience needs and interests. Provides valuable solutions and insights. Strategic Distribution Utilizing various channels for content reach. Social media platforms, blogs, websites, and email marketing. Optimizing content for each platform. Video Marketing Across Platforms Powerful storytelling tool Engaging content across platforms Increased brand awareness Social media, websites, emails Mobile-first approach essential Leveraging User-Generated Content 1 1. Authenticity Real people, real experiences 2 2. Trust and Engagement Customer-driven content 3 3. Cost-Effectiveness Reduce production costs 4 4. Brand Advocacy Word-of-mouth marketing Chatbots and Conversational Marketing Automated Interactions Personalized Experiences Engage customers 24/7 Tailored responses based on user data Efficient Data Collection Communication Gather insights for marketing Resolve queries and offer efforts support Augmented Reality and Immersive Experiences Augmented reality (AR) overlays digital information onto the real world. AR is an immersive technology, creating interactive experiences. AR can enhance marketing, e-commerce, and education. The Rise of Voice Search and Virtual Assistants Voice Search Conversational search, natural language Virtual Assistants AI-powered, hands-free interactions Search Engine Optimization Adapt for voice search, long-tail keywords AI in Marketing 1 1. Customer Segmentation 2 2. Campaign Optimization Predictive modeling to personalize experiences AI to optimize marketing campaigns 3 3. Content Personalization 4 4. Chatbot Interactions Content tailored to user preferences AI-powered chatbots to engage customers Ethical Considerations in Digital Marketing Privacy Transparency Data collection and usage Disclose sponsored content must be transparent. and paid promotions. Authenticity Inclusivity Promote genuine connections Represent diverse and avoid deceptive demographics and avoid practices. biases. Adapting to Changing Consumer Behaviors Personalized Real-Time Customer-Centric Data-Driven Insights Experiences Communication Approach Consumers expect tailored Immediate feedback and Focus on building trust and Utilize data to understand interactions. responsiveness are valued. positive relationships. consumer needs. Case Studies: Malaysian Brands Excelling in Social, Mobile, and Local Explore successful examples. Illustrate best practices. Analyze key strategies. Case Studies: Global Brands Innovating in Social, Mobile, and Local Examples of companies that successfully integrated social, mobile, and local marketing strategies. Global brands leveraging emerging technologies, from augmented reality experiences to voice search optimization. Emerging Trends and Future Outlook AI-Driven Augmented and Mobile-First Ethical Considerations Personalization Virtual Reality Optimization Data-driven insights tailor Immersive experiences User-friendly design for Responsible use of data and experiences elevate customer mobile access technology engagement Conclusion: Embracing the Convergence of Social, Mobile, and Local The future of marketing lies in the intersection of social, mobile, and local. This convergence creates an integrated and personalized consumer experience.