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Thương Mại Điện Tử
Thương Mại Điện Tử
However, the rise of social media, mobile devices, and local search has transformed the
online marketing landscape. Today, businesses need to be more interactive and
responsive than ever before. They need to create content that resonates with their
target audience, and they need to be able to reach them on the devices they use most
often.
Social media platforms like Facebook, Twitter, and Instagram give businesses a direct
line of communication with their customers. Businesses can use social media to share
news about their products and services, to run contests and promotions, and to engage
with their customers in real time.
Mobile devices have also had a major impact on online marketing. More and more
people are using their smartphones and tablets to access the internet. This means that
businesses need to make sure that their websites and marketing campaigns are mobile-
friendly.
Local search is another important trend in online marketing. People are increasingly
using search engines to find businesses and services in their area. Businesses can
improve their local search visibility by claiming and optimizing their Google My Business
listings, and by creating content that is relevant to their local community.
Social media marketing and advertising should not be viewed as a new advertising
channel but as a set of technology-based tools to effectively communicate with
shoppers. Previously, businesses had more control over their brand messaging and
could guide consumers along a predetermined path to purchase. However, in the age of
social marketing, consumers' purchasing decisions are increasingly influenced by
conversations, choices, tastes and opinions in their social networks. Therefore,
businesses now have a duty to actively participate and shape this social process
In 2015, for the first time, spending on mobile marketing exceeded that spent on
desktop/laptops. Today, social, mobile, and local marketing are the fastest growing
forms of online marketing.
Figure 7.1 illustrates the rapidly changing trajectory of ad spending between 2014
and 2022. In 2013, marketers spent 83% of their worldwide online ad spending on
desktops and only 17% on mobile. By 2019, that percentage had totally flipped,
with 73% of ad spending devoted to mobile and only 21% to desktop/laptops.
The marketing dollars are following customers and shoppers from the desktop
computer
There are a few reasons for this shift:
Social, mobile, and local digital marketing are self-reinforcing and connected. As mobile
devices become more powerful and widely adopted, they are more useful for accessing
social media sites and finding local merchants. This, in turn, drives more investment in
social and mobile marketing, which further reinforces the connection between the three
platforms.
Here are some examples of how social, mobile, and local marketing are connected:
Mobile users are more likely to engage with social media. According to Statista,
93.9% of social media users access social media via mobile devices. This means
that businesses that want to reach their target audience on social media need to
have a mobile-friendly strategy.
Local search is increasingly popular on mobile devices. Over 70% of local
searches are conducted on mobile devices. This means that businesses that
want to be found by customers in their area need to optimize their website and
Google My Business listing for mobile search.
Social media can be used to drive local traffic to businesses. Businesses can use
social media to share information about their products and services, to run
promotions, and to engage with customers in their local community. This can
help to drive traffic to their website and physical store.
5.
There are many different mobile marketing objectives, and therefore
different typesb of mobile marketing campaigns. Some campaigns are
sales-oriented, based on display and search ads, offering coupons or
discounts, and taking users directly to a website where they can buy
something. Measuring the results of these mobile campaigns follows
similar campaigns launched on desktops. Other campaigns focus on
branding, where the objective is to engage consumers in a conversation,
acquire them as fans, and spread the word among their friends. You can
use the framework from Figure 7.4 on page 436 to
measure the results of these campaigns. The key dimensions to measure
for mobile social campaigns are fan acquisition, engagement,
amplification, community, brand strength (center of conversation), and
sales. Figure 7.10 illustrates how a brand-oriented marketing campaign
utilizing the mobile platform and social marketing might present its
effectiveness measures over a six-month period. In a branding campaign,
the object is not so much sales as it is strengthening consumers’
engagement with the brand. In the example provided in Figure 7.10,
acquiring fans is measured by the number of unique visitors. Here you
can see that over six months, visitors have more than doubled.
Engagement is reflected in the time on-site (in minutes); amplification is
measured by the number of Likes, and this has expanded threefold.
Community is measured by the number of posts, suggesting fans are
actively engaging with one another and the brand. Posts have also
doubled in the period. Brand strength is best summarized in this figure
as the composite picture of fan acquisition,
engagement, amplification, and community measures. Measuring the
impacts of this mobile campaign on ultimate sales requires going a step
further and measuring which sales can be attributed to this mobile
campaign.