ROLES OF SOCIAL MEDIA & MOBILE

MARKETING IN MARKETING RESEARCH

Mariam Hossam Mohamed

20213580
Social media and mobile marketing play important roles in marketing
research by giving valuable data to firms, increasing consumer
involvement, and increasing overall decisionmaking. They contribute to
the marketing research process in the following ways
Consumer Insights and Sentiment Analysis
Social media platforms are a rich source of customer opinions,
preferences, and sentiments. Marketers can analyze social media posts,
comments, and discussions to understand public opinion about products,
services, and brands. Example Starbuck social media platforms like
Twitter and Instagram to gather feedback from customers. By analyzing
tweets and posts, Starbucks learned that customers wanted a more
festive holiday cup design. This feedback led to the creation of new cup
designs, demonstrating how social media sentiment analysis guides
product development.
Competitor Analysis
Monitoring competitors' social media activities provides valuable
insights into their strategies, customer interactions, and market
positioning. This information aids businesses in identifying
opportunities and staying ahead in the competitive landscape.Example
Pepsi vs. Coca-Cola on Facebook Pepsi and Coca-Cola engage in fierce
social media competition. By analyzing their Facebook pages,
researchers can compare engagement metrics, post reach, and audience
demographics. This information helps both companies refine their
marketing strategies
Personalized Marketing
Mobile apps and platforms allow businesses to collect data on users'
behaviors, preferences, and interactions. This data can be utilized to
personalize marketing messages and offers, enhancing the customer
experience and increasing engagement. Example Amazon's mobile app
uses sophisticated algorithms to analyze users' browsing and purchase
history. Based on this data , the app provides personalized product
recommendations to individual users. By analyzing the effectiveness of
these recommendations and tracking users' interactions
Location Based Insights
Mobile devices provide location data, allowing businesses to understand
where their customers are located. This information is valuable for local
businesses and can aid in targeted marketing efforts based on geographic
locations. Example Walmart's Mobile App for Navigation based on
the customer's location within the store. This functionality not only
enhances the customer experience but also allows Walmart to track
customer movements, helping them understand popular sections and
optimize product placements accordingly.
Cross channel integration
Integrating mobile marketing with other channels (such as social media,
email, and websites) provides a holistic view of customer interactions.
This integration enables marketers to analyze customer journeys across
multiple touchpoints, helping in optimizing marketing strategies.
EXAMPLE Nike's SNKRS App integrates social media, mobile, and e-
commerce. The app notifies users about limited-edition sneaker releases,
leveraging social media. By tracking user interactions across the app,
social media, and website, Nike gains insights into user behavior and
preferences, enabling targeted marketing campaigns and inventory
planning
 Case study

Nike is one of the most successful sportswear companies in the world,

and it is known for its innovative marketing campaigns. The company
uses social media and mobile marketing extensively to connect with its
customers and gather insights about their needs and preferences.
Nike has a strong presence on all major social media platforms,
including Facebook, Instagram, Twitter, and TikTok. The company uses
these platforms to share content about its products, athletes, and brand.
Nike also uses social media to listen to its customers and get feedback
on its products and marketing campaigns Nike uses social media polls
and surveys to ask its customers about their favorite products, features,
and designs. The company also uses social media to track customer
engagement and identify trends.
In 2020, Nike launched a new line of running shoes called the Air Zoom
Pegasus 37. Before launching the shoes, Nike used social media to get
feedback from its customers on the design and features of the shoes.
Nike also used social media to build excitement for the launch of the
new shoes in the day of the launch, Nike used social media to share
photos and videos of the new shoes, as well as testimonials from athletes
who had tested the shoes. Nike also used social media to run a contest
where customers could win a pair of the new shoes The launch of the Air
Zoom Pegasus 37 was a success, Nike's use of social media to connect
with its customers and was a factor in the success of the launch.
Reference
What Role Does Social Media Play In Market Research? - Creatives

https://sproutsocial.com/insights/social-media-market-research/
https://www.socialmediatoday.com/content/how-use-social-media-market-research
https://keyhole.co/blog/nike-social-media-strategy/