The 4E framework and 7C online marketing framework for digital marketing.

1. Digital
Marketing
KATHRYN PARKER

2. The 4E Framework
for Digital
Marketing and the
7C Online
Marketing
Framework are
important steps in
reaching potential
customers and
creating lasting
loyal relationships
with those future
customers.
This Photo by Unknown Author is licensed under CC BY-SA

3. The 4E Framework For Digital Marketing
1. Excite customer with relevant offers.
2. Educate about the offering.
3. Help them experience products, directly and indirectly.
4. Give an opportunity to engage with the firm’s digital marketing
activities.

4. Excite Customers
•Engage customers through digital coupons, games, and
mobile applications.
•Communicate deals through social networks.
•Personalize offers to specific targeted markets.

5. Educate Customers
•Educate proposition values and communicate
benefits the company can offer.
•Provide information that may be new or
remind costumers of information they may
already know.
•Expand the overlap of benefits provided and
benefits required through engaging in
education of the firm’s product or service.
This Photo by Unknown Author is licensed under CC BY-NC-ND

6. Help
Experience the
Product or
Service
•Provide detailed information the
company’s website about the good or
service: how they work, how to use
them, and where customers can
obtain them.
•Online videos provide a real life
virtual experience of the product or
service.
•Customer reviews help experience
through feedback on product and
services. This Photo by Unknown Author is licensed under CC BY-NC

7. Engage the Customer
Engagement creates relationships, loyalty, and
even commitment.
Engagement can be both positive and
negative.
Customers can engage with a company
through blogging, microblogging, and social
media.
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8. The 7C Online Marketing Framework
Core Goals
Context
Elements
Content
Community
Communication
Commerce
Connection

9. The 7C Online Marketing Framework
CORE GOALS
•One of the basis’s a of business marketing
strategy is their goals.
•Most company website’s main goals are to
engage customers through encouraging them
to view and interact while becoming educated
on their product or service.
CONTEXT ELEMENTS
Contextual elements such as a website’s font,
design, navigation, layout, colors must help
support the target market.
Contextual elements will vary depending on
the company and their target markets.

10. The 7C Online Marketing Framework
CONTENT
Examples of content are a website’s text, graphics,
audio, and videos.
A company must continually update their the
information on their website to keep it aligned with
their target market and to make sure its creating
excitement, engaging, and educating.
A company must make sure its purpose is clear on the
website homepage while using keywords to help
search engines find the website.
COMMUNITY
Firms can use their websites and blogs to
create a sense of community by
interacting and socializing through
responding to comments, creating videos,
asking for product and service
suggestions, and posting reviews with
customers.

11. The 7C Online Marketing Framework
COMMUNICATION
Companies can use a two-way
communication to help
interact, educate, and engage
with their customers.
COMMERCE
Most customers use multiple channels such
as mobile sites and desktops to purchase a
good or service.
Companies must offer the option of
multiple channels for customers that are
constant and consistent.

12. The 7C Online Marketing Framework
CONNECTION
Connection/engagement on a company’s
website gives customers a call-to-action to
draw them in to engage them to purchase a
product or service, to post about a product or
service, to share the product or service.
Connections with a potential customer turns
them into possible repeat customers, loyalty,
and commitment.
This Photo by Unknown Author is licensed under CC BY-NC-ND

13. Works Cited
Grewal, Dhruv, and Michael Levy. Marketing. 7th ed., McGraw-Hill Education, 2020.