Integrating social media with mobile, online and other marketing channels

Andrew Pearson
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Andrew Pearson: Qualex Asia, Macao

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 2, 192-200

Abstract: While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company and its products. This new reality offers a great opportunity to any company willing to step into the world of mobile and social media marketing.

Keywords: mobile marketing; social media marketing; natural user interface (NUI) applications; consumer insights; social media analytics; mobile commerce; geofencing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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