Teaching social media marketing can be challenging. There is so much material to organize. You may need a framework for presenting the relevant information that blends the theories of marketing with the practical skills students need for successful careers.
Here is some help. First, I wrote Social Media & Mobile Marketing Strategy to emphasize goal setting, research, targeting and the social media marketing process to students. Along with the text is a teaching manual that provides social media teaching resources including exercises, cases and Powerpoint slides.
Another key social media teaching resource is a Youtube channel with interesting and relevant videos for each social media and mobile marketing topic.
Click on the resources link below for the videos. They are organized by chapter. You will also find videos for teaching Intro to Marketing (Mar 250) and Consumer Behavior.
Social media teaching resources
For a free review copy of Social Media & Mobile Marketing Strategy, go to Review copy.
The digital version is $39 for students from Red Shelf.
Students in my Principles of Marketing class created this video case about Snapchat’s marketing strategy. The students were required to write a comprehensive situation analysis and evaluated the marketing strategy of the brand.
A new report from the IAB suggests that movie goers use their mobile devices to search for movie-related information. According to the above chart people also use mobile to search for television entertainment. 56% of people who go to the movies say they use their phone “to learn more about movie and entertainment options.” This is almost as many people as say they use their mobile to find out about TV entertainment. One reason for the finding is that people tend to use their mobile device while they are watching television and may use that device to search for more entertainment. When people are out and about they may be looking for movies to go see. Mobile provides convenience with location-based searches.
These data come from the IAB blog. For the full article click here.
A marketer should never ask this question.
Marketers do not need mobile strategies and instead should be thinking about how to achieve business goals for their brands. The challenge is in clearly defining the goal and determining the most efficient and effective way to reach the goal.
There are a number of mobile strategies available to firms including the mobile web, mobile apps, gaming, mobile display ads and even email. However, the use of these strategies is strictly dependent on basic marketing strategy.
A strong strategy must be planned and managed to generate positive outcomes. Before committing time and dollars to a mobile media strategy consider the reasons why you want to use mobile. Do you want to increase sales, engage customers, rank higher on search engines, communicate with people or make them take action? If so begin with these goals and then determine the best way to achieve them. Your most efficient means of achieving the goal may be mobile or may not be mobile, but don’t fall in love with the strategy – stick to the objective.
Some firms such as Disney have executed mobile strategies without a clear path to achieving the goal. On November 17th, 2013 the New York Times reported a story titled “Disney Struggles to Make its Free Gaming Apps Pay.” Disney introduced a new version of the popular Where’s My Water? mobile game. The game was free to download and was intended to make money by encouraging players to pay after completing a number of levels. But, kids who played did not pay when they advanced in the game. Had the company clearly indicated that the goal of the game was to generate revenue, the company may have charged money for the game before download, designed the pay wall differently or chosen to include advertising.
The lesson is don’t start with the mobile execution. Start your thinking with the goal. If your goal is engagement, maybe you need social media. If your goal is to reach people while they are shopping you may need mobile advertising. If the goal is to sell product you may need a promotion. The point is that the strategy is dependent on the goal not the other way around.
Start with your goal, determine the customer base, consider the lifestyles and habits of your customers and reach them with well conceived strategies that are platform neutral.
Here is a link to the New York Times article on Disney’s Gaming Apps.
Programmatic buying also known as Real Time Bidding (RTB) was a topic at today’s Mobile Marketing Forum in New York. Publishers online have been allowing their inventory to be sold through programmatic buying programs, but mobile is poised for growth in this area. Right now there is a lot of inventory in mobile advertising that could be sold to advertisers who execute a strong strategy. The key for publishers is to package their offerings by clearly indicating the value added to advertisers, identifying the targets and the deliverables. One clear selling point for mobile ad inventory is the location based data that can be mined for advertisers.
Publishers may be worried about selling their premium content in an auction system, but the publishers who use these services can retain their premium clients and sell RTB to other advertisers who would not normally purchase premium content. For example, the Wall Street Journal has premium advertisers, but sells to Virgin Atlantic Airways via RTB, the only method this company uses to buy advertising from the WSJ.
The advantage in RTB for publishers is to sell more inventory at higher prices while advertisers buy the targets they really want. It’s a win/win according to Rubicon.
The market is shifting with 15-20% of online ads purchased programmatically online and soon in mobile. Marketers can still get strong CPM’s, but the RTB system will lead to higher rates going forward.
Source: Mobile Marketing Association Forum, May 9th, 2013: Maximize Mobile Advertising Revenue – Can Programmatic Help? with Joe Prusz, Ingrid Lestiyo and Josh Wexler