A PowerPoint on the 7C online marketing framework by Christina Paul

1. The 7C Online
Marketing
Framework
Foundations of Marketing
By Christina Paul

2. What is Online
Marketing?
• Online marketing is any way that a
company can get their business out
there on the internet, and anymore this
is an important thing for a company to
have. Online marketing is growing fast
with the world gaining easier access to
the internet, anywhere and anytime.
The different forms of online marketing
are things like blogs, websites, or forms
of social media. Most companies now
days have most forms of social media
such as YouTube, Facebook, Twitter,
Instagram and so on.

3. What is the 7C Online
Marketing Framework?
• The 7C Online Marketing
Framework is 7 key things that
companies should consider when
building an online presence,
starting a website, blog, or
creating any sort of digital
advertising. The 7 steps are
helpful in allowing products to be
appealing to current clients but
also any potential clients. To the
right is an image that shows all
7Cs that I will explain in this
PowerPoint.

4. Core Goals
• The first of the 7Cs is core
goals, which are what a
company is trying to get
customers to view and engage
with their site in general.
How they do this varies from
business to business. They
could be educating buyers on
a certain topic or product or
engaging with customers.

5. Contextual Elements
• The second of the 7Cs is Contextual
Elements which is anything that has to
do with the design of the content that is
posted onto a company's social media or
website. From the fonts to the colors to
the layout, all these things are
important in how a company chooses to
advertise their business online. What a
person sees when they open a website or
social media will determine how they
feel about a certain product, and
contextual elements helps a company
reach their target audience(s).

6. Content
• The next part of the 7C framework is
content, which is what a company posts
on their site or social media. This could
be a picture, video, or a piece of text.
Content is also an important factor in
how a company can reach their target
audience. The contextual evidence and
content need to work together to create
a space that is appealing to the
consumer so that they are more
interested in what the company is
selling, and so they want to interact with
the site more.

7. Community
• Now that we know that content is
important, knowing when and where to
post it is also an important thing to
keep in mind. Companies use social
media, blogs,and websites to allow
customers to share their opinions with
other consumers and with the company,
and a way for the company to respond.
These interactions create a sort of
communitysince people to openly share
and understand what they might be
getting into while purchasing a certain
product by seeing how a real person felt
or feels about a company or product.
Although it is all online, someoneelse
has tried or wanted to try this product
and it is a fast and easy way to console
with fellow consumers and the
company.

8. Communication
• The next part of the 7C frameworkis
communicationwhich is how easy or
accessibleit is for a company to
communicatewith their consumers.
Communicationis an important aspect
of online marketing because it allows
consumers all over the world and at all
hours of the day a chance to get help
with a product whenever they need it.
Most companies have a help line for
customers to call when they need
something but those aren't always
availableso typically, websites will have
a help chat or an FAQ section to look at
and get help.

9. Commerce
• The different ways a consumer is able to
purchase a product is also known as
commerce. Some customers might
prefer to purchase through the company
website while others want an easier and
more personalized way which would be
through an app. When a company has
different channels of purchasing a
product such as an online presence as
well as an in-person store, this allows
for them to build loyal customers which
is a customer who might research the
product on the website and then come
into the store to see it for themselves
and then purchase it there.

10. Connection
• Lastly the final C is connection which is
how a firm engages with its customers.
The main way that companies do this
via their online presence is through call-
to-action buttons. These buttons might
say things like Buy Now, Show Your
Support, or Learn More, and are
inviting customers to buy a product,
learn more about a product, or share
their opinions to fellow consumers, and
the company. These buttons allow
customers to dive further into the
company's site in a positive way.

11. Citation
• Grewal, Dhruv, and Micheal Levy.
Marketing. 8th ed., McGraw Hill LLC,
2022.