MKT 100 Chapter Notes - Chapter 16: Mobile Marketing, Flickr, Linkedin

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Lecture 12 chapter 16: social and mobile marketing. The changing role of traditional media, sales promotions, and retail, coupled with the new media of social, mobile, and online has led to a different way of thinking about the objectives of marketing communications using the 4e framework. Many different ways to excite customers like using mobile apps, games, etc. In order to excite the customer, the offer must be relevant to them; that is achieved by providing personalized offers through customer relationship: educate the customer. In this step marketers have to educate the customers to offer a competitive advantage: experience the product or service. Through social media customers can see trials of the product though the company or through youtube reviews: engage the customer. With engagement, comes action, the potential to build a relationship and even loyalty to the brand. Marketers often rely on three types of social media to achieve different goals. This includes sites like facebook, linkedin, and google+.