Book Title
Marketing 5th Edition

978-0077729028 Chapter 3 Slides

April 8, 2019 Powerpoint Slides With Teaching Notes
Power Point Slide Teaching Notes
3-1: Social and Mobile Marketing
3-2: Learning Objectives These questions are the learning
objectives guiding the chapter and will
be explored in more detail in the
following slides.
3-3: Dell Through Facebook, LinkedIn, Twitter,
and Google +, as well as Dell’s flagship
blog Direct2Dell.com and a host of
other blogs, it has vastly diversified its
marketing channels to target each
different audience.
Ask students how do they think the
vast amounts of information shared
through social media can be used to
create better product offerings for
3-4: The 4E Framework For Social Media This is an overview of the 4E’s which
will be discussed in greater depth.
Ask students to choose a product and
ask them to describe the 4E’s for this
3-5: Excite the Customer To excite customers, an offer must be
relevant to its targeted customer.
Relevancy can be achieved by
providing personalized offers, which
are determined through insights and
information obtained from customer
relationship management and/or loyalty
Ask students what do social networks
like Facebook or Google+ do to excite
them. How is it important to them?
3-6: Educate the Customer Marketers must take advantage of the
opportunity to educate potential
customers about its value proposition
and communicate the offered benefits.
Social media marketing needs to be
well designed to ensure that this
3-7: Experience the Product or Service One of a website’s most useful
contributions may be the vivid
information it provides about a firm’s
goods and services - how they work,
how to use them, and where they can be
Ask students how often do the use
YouTube to find demonstrations of how
to use products or services?
3-8: Engage the Customer By encouraging the use of social media
tools such as blogging and
micro-blogging, firms ensure that
customers actively engage with the
firm’s products, services, and their own
social networks.
Positively engaged consumers tend to
be more profitable consumers,
purchasing 20 to 40 percent more than
less engaged customers.
Dave Carroll, a traveling musician
whose guitar was roughly handled by
United baggage handlers, was also
closely engaged (in a negative manner)
with the company and other users.
3-9: CHECK YOURSELF 1. Excite the Customer, Educate the
Customer, Experience the Product
or Service, Engage the Customer.
2. Best social media elements:
a. Excite the Customer - social
networks like Facebook and
Google +
b. Educate the Customer - blogs
and blogging tools (e.g.,
wordpress and twitter), HubSpot
(all-in-one marketing software),
YouTube and Google +,
c. Experience the Product or
Service – YouTube, blogs and
retailers website,
d. Engage the Customer - blogging
and micro-blogging.
3-10: Categories of Social Media The audience for marketers could be
bigger on social media sites than
through other, more traditional forms of
Ask students are all your real-life
friends your online friends too?
Ask students do they actually know all
the friends registered on their online
3-11: Social Network Sites People can interact with friends (e.g.,
Facebook) or business acquaintances
(e.g., LinkedIn).
Although the amount of time people
spend on such sites varies, research
indicates they are widely used, between
one and four hours every day
3-12: Media - Sharing Sites Media-sharing sites explicitly rely on
the capability of the WWW to connect
people more easily and in more ways
than have ever.
By using media-sharing sites, users are
able to share content they have
generated, from videos on YouTube to
pictures on Flickr.
HSN marketers can use the information
gathered from YouTube to target its
direct mail campaigns.
3-13: Thought - Sharing Sites As the name implies, a microblog
differs from a traditional blog in size -
short sentences, short videos, or
individual images.
Twitter provides another option for
companies to educate their customers
by providing corporate and product
information and to engage them by
providing a platform for two-way
Ask students would you like to receive
a targeted promotion each day based on
where you are checking in on
Foursquare and what you are tweeting?
Ask students why is LocalResponse
leveraging Twitter so well?
3-14: Going Mobile and Social More than 100 million people that have
smartphones in the U.S., approximately
half of them make purchases on these
Thus, mobile marketing is significant
and growing.
There are seven primary needs that
apps meet.
3-15: CHECK YOURSELF 1. Need for me time, need to socialize,
need to shop, need to accomplish,
need to prepare, need to discover,
and need to self-express
2. Ad-supported apps, freemium apps,
paid apps, and paid apps with
in-app purchases.
3. Navigation, productivity, books,
education, news, entertainment,
music, newsstand, social
networking, and games
3-16: How do firms engage their customers using
social media?
It is important to determine how firms
should go about engaging customers
through social and mobile media.
There is a three-stage process that states
that firms should listen to what
customers have to say, analyze the
information available through various
touch points, and finally implement (or
do) social media tactics to excite
3-17: Listening Scouring millions of sites with
sentiment analysis techniques provides
new insights into what consumers really
Ask students what do they think
marketers can discover about their
attitudes and preferences if they search
their personal social media sites?
3-18: Analyzing There are three main categories of
analysis used for understanding data
collected from social media:
1. Determine the amount of traffic
using their sites, visiting blogs or
2. Learn who the visitors are, what
they are doing, and what engages
and excites them
3. Analyze data that comes from other
3-19: Analytics Google Analytics track the elements
that are shown in Exhibit 3.8 and it is
highly customizable.
3-20: How to Do a Social Media Marketing
A well-developed marketing strategy
involves a host of social and mobile
tools, working in conjunction with the
firm’s traditional IMC tactics, to move
the consumer up the purchase decision
hierarchy from awareness to purchase
to loyalty.
These are the steps involved in
developing and implementing a
Facebook marketing campaign.
3-21: Example Facebook Targeting Choices Facebook enables the marketer to
perform targeting that is based on
location, language, education, gender,
profession, age, relationship status,
likes/dislikes, and friends or
The marketer wants to target a
sufficient audience that is fine-tuned
and does not unnecessarily appeal to
consumers too far away for the target