(BQ) Part 2 book "E-commerce 2015 - Business technology society" has contents: Social, mobile, and local marketing; ethics, law, and e-commerce; e-commerce retailing and services, online communities,. and other contents. | C h a p t e r 7 Social, Mobile, and Local Marketing Learning Objectives After reading this chapter, you will be able to: ■■ ■■ ■■ ■■ Understand the difference between traditional online marketing and the new socialmobile-local marketing platforms and the relationships between social, mobile, and local marketing. Understand the social marketing process from fan acquisition to sales and the marketing capabilities of social marketing platforms such as Facebook, Twitter, and Pinterest. Identify the key elements of a mobile marketing campaign. Understand the capabilities of location-based local marketing. J u s t Fa la f el Soars with Social Media W hen Reema Shetty and her longtime friend from high school, Alia Al Mazrouei, were kicking around ideas for a healthy fast food outlet in the United Arab Emirates, their mutual friend, Mohamad Bitar, suggested promoting Middle Eastern and Lebanese delicacies. By the time the trio was ready to open their first restaurant in Abu Dhabi in 2007, they were already dreaming big. They believed they could take a 1000 year-old vegetarian staple, whose main marketplace incarnation had been as street vendor food, to mall food courts and compete head to head with the likes of McDonald’s, Subway, and Sbarro. Falafel, they thought, had a number of propitious characteristics. Made from either ground chick peas or fava beans, it could be marketed as a wholesome alternative to typical preservative- and fat-laden food court fare. It had never been adapted for food court distribution, so they would have first mover advantage. By using the best ingredients, they would create a superior, more delicious product than the competition, and by diversifying condiments and breads, they could internationalize the fried patties, appealing to a wide range of palates. A falafel aficionado, Bitar believed that with the proper attention, this poor man’s food could be elevated to equal standing with its competitors. To start, Just Falafel offered
