Online, Mobile, and Social Media Marketing: Lazada

Local marketing is an effective tool used by marketers to reach intended market segments. Lazada has capitalized on this concept by tailoring brands and marketing to the needs and wants of local customer segmentscities, neighbourhoods, and even specific stores. According to its website, Lazada "offers a vast mobile and online marketplace where your heart beats with Lazada! Shop the widest range of products from Health & Beauty, Fashion, Mobile & Tablets, Home Appliances and much more. Being the leading online shopping mall, Lazada is pioneering e-commerce across some of the fastest growing countries in the world by offering a fast, secure and convenient online shopping experience with a broad product offering in categories ranging from fashion, consumer electronics to household goods, toys and sports equipment. Lazada is always striving to offer its customers the best possible offering - including multiple payment options, free returns and extensive customer service and warranty commitments. Lazada want to emphasize that we're more than just one of the Malaysia's largest online ecommerce stores. It is our highest priority here at Lazada.com.my to create the best online shopping experience for every customer in Malaysia. To help consumers make those connections, Lazada offers a mobile app, online marketplace, and social media touchpoints where customers can readily access information on its daily deals.

(Source: www.lazada.com.my)

(a) How does Lazada use target marketing? Provide examples. Discuss the ways in which small businesses can utilize local social media marketing in your community.

(15 marks)

(b) Do you use Lazada? Is it effective in helping local businesses to meet the challenges of local marketing? Why or why not?

(10 marks)