Social Media and Mobile Marketing Strategy / Edition 1

by Randi Priluck

Overview

Social Media and Mobile Marketing Strategy is the first digital media marketing textbook to combine social media and mobile technology with digital marketing strategy planning. It provides a framework that guides students in setting objectives, segmenting and researching potential markets, examining consumer behavior in the digital market space, and using measurement plans to evaluate success and failure. Working from a strong foundation in marketing theory, this text presents a clear set of processes for executing social media and mobile strategies in order to build brand value.

Product Details

ISBN-13:	9780190215071
Publisher:	Oxford University Press
Publication date:	08/05/2016
Edition description:	New Edition
Pages:	496
Product dimensions:	7.50(w) x 9.10(h) x 0.80(d)

About the Author

Randi Priluck is Professor of Marketing at Pace University and Academic Director of the joint Lubin School of Business and Media Storm Master's program in Social Media and Mobile Marketing. She received a Ph.D. in business with a specialization in marketing from Drexel University in 1995 and an MBA from New York University in 1990. Her research in the area of consumer learning has appeared in The Journal of Advertising, Journal of Current Issues and Research in Advertising, Psychology & Marketing, Journal of Marketing Education, Journal of Consumer Marketing, Journal of the Academy of Marketing Science, and The Journal of Brand Management. Her blog on social media research may be read at http://socialmediaandmobileresearch.com/author/rpriluck/

Table of Contents

Chapter 1 - The New Digital Landscape
What Are Social Media and Mobile Technologies?
Social Media and Mobile Marketing for Brands
Life in a Social Media and Mobile World
Engagement among and between Customers and Brands
The Seven C's of Social Media and Mobile Marketing
Integrated Marketing Communications, Traditional and Digital Media
Prerequisites for Social and Mobile Strategies
Case Study: Herschel Supply's Social Strategy

Chapter 2 - Identifying Customers
Segmentation Basics
Influencers
Segmentation for Marketing Strategies
Digital Targeting with Big Data
Social Positioning
Pulling it All Together
Case Study: Spotify and the Digital Music Consumer

Chapter 3 - Discovering Insights
Research for Strategy Development
Elements of a Comprehensive Situation Analysis
Social Media Listening for Insights
Mobile Device Research
Case Study: Chobani USA

Chapter 4 - Rethinking Consumption
The Multimedia Multitasking Consumer
Social Media and Mobile Technology in the Consumer Decision-Making Process
Group Influence in Social and Mobile Networks
Social Communications and Marketer Insights
Social Media and Mobile Technology Adoption
Case Study: Pinterest Joins the Social Media Superstars

Chapter 5 - Developing And Distributing
Social Media, Mobile Marketing, and the Marketing Mix
Crowdsourcing in Product Development
Product Opportunities in Social Media and Mobile Marketing
Social Media and Mobile Distribution and E-commerce
Case Study: Yammer

Chapter 6 - Pricing And Promoting
The Impact of Social Media and Mobile Technology on Pricing Strategy
Social and Mobile Promotional Strategy
Social Media for Executing Sales Promotions
Case Study: The Social Cola Wars

Chapter 7 - Digital Imperatives
The Internet as a Prerequisite for Social and Mobile Strategies
The Importance of Search in Marketing
Search Engine Optimization
Website Design for Achieving Goals
Email Marketing and the Mobile Opportunity
Case Study: Screwfix's Digital Strategy

Chapter 8 - Planning Communications
The Importance of Integrated Marketing Communications
Advertiser Spending in the Global Market
Steps in the Marketing Communications Process
Case Study: Porsche's Social Media Planning

Chapter 9 - Executing Strategy
The Evolution of Media in Digital Marketing
Strategies for Social Media
Case Study: aden + anais

Chapter 10 - Integrating Media
Building an Integrated Brand Communications Strategy
Budgeting for Marketing Communications
Multimedia Message Processing in Advertising
Advantages and Disadvantages of Major Media Formats
Measuring Advertising Effectiveness
Social Media and Mobile Technology in the Media Plan
Case Study: Axe and Old Spice Battle in Traditional and Digital Media

Chapter 11 - Mobile Touchpoints
Mobile Is Booming
Researching and Creating Mobile Strategies
Mobile Advertising
Case Study: Mobile Payments Take Off with Apple Pay

Chapter 12 - Examining Metrics
Measurement in Digital Marketing
Using Financial and Nonfinancial Metrics
Attribution Techniques in Social Media and Mobile
Market Research
Case Study: Pretty Pushers Evaluates Its Strategy

Chapter 13 - Legal Matters
Should You Trust Marketers?
Big Data and the Data Collectors
General Regulations That Apply to Data Collection
Consumer Privacy, the Law, and Building Consumer Trust
Developing Social and Mobile Strategies in a Legal Context
Advertising Regulation in Social and Mobile Strategies
Case Study: Snapchat and the FTC

Editorial Reviews

"Social Media and Mobile Marketing Strategy touches on everything needed to gain a basic understanding of how social media and mobile marketing work in today's world. The book does an admirable job of connecting social media and mobile marketing tools to fundamental marketing concepts."—David Smith, Bemidji State University

"This book would have saved me a great deal of sweat and tears when I first entered the social media marketing field as a practitioner."—Terry Damron, Austin Peay State University

From the Publisher