Chapter 7

1. Describe the two factors which make social, local, and mobile marketing different from traditional online marketing.

One change is the change from unique visitors and ad impressions towards an emphasis on consumer conversations and consumer engagement. A second change is the rapid growth of mobile devices, which provides many new opportunities to send marketing messages than what is true of the desktop platform.

5. Identify the major social network sites.

The major social network sites in 2015 are Facebook, LinkedIn, Twitter, Pinterest, Tumblr, Instagram, Google+, and Myspace.

10. List and briefly describe Twitter marketing tools.

The basic Twitter marketing tools are as follows:

Promoted Tweets: advertisers pay to have their tweets appear in users’ search results.

Promoted Trends: advertisers pay to move their hashtags to the top of Twitter’s Trends list.

Promoted Accounts: advertisers pay to have their branded account suggested to users on the “Who to follow” list.

Enhanced Profile Pages: companies pay to display their brand logo or banner at the top of the company’s timeline.

Amplify: a Twitter dashboard that allows marketers to send messages to users who followed a show or brand.

Television Ad Retargeting: marketers can target ads to users who are watching a TV show.

Lead Generation Cards: marketers can embed a “card” into business tweeters standard Twitter messages.

Mobile Ads: marketers can use all of the above formats on mobile devices, as well as mobile app install and app engagement ads


15. What is the fastest growing mobile commerce platform and why?

Tablets, with their larger screens, are the fastest growing and largest source of m-commerce revenues.


20. List and describe some basic mobile marketing tools.

 Basic mobile marketing tools include the following:


Geo-social services: sharing locations with friends.

Proximity marketing: sending marketing messages to consumers within a perimeter of your store

Geo-targeting: targeting messages to consumers based on their location

In-store messaging: targeting consumers who are in your store