A look at Digital Marketing, why it's necessary, and how to go about it

1. Digital Marketing
By Katherine Zechar

2. Digital Marketing: all online marketing activities,
which include all digital assets, channels, and media
spanning not just online but also social media and
mobile marketing

3. The Need for Digital Marketing
• As technology advances and more people have access to the Internet at their
fingertips, companies have to figure out a way to appeal to their target audience,
as their traditional ways (radio, television, telemarketing, brick-and-mortar stores)
have become insufficient.
• Online, social media, mobile media, and mobile technology have grown
exponentially, and companies need to adjust their marketing techniques to appeal
to their users.
• As a result, DIGITAL MARKETING

4. Examples of Social Media, Mobile Media, and More
• Facebook
• Twitter
• Tumblr
• Blogs
• Apps
• Online stores with online purchasing options
• Business websites
• Updated brand campaigns for older brands

5. The 4E Framework for Digital Marketing
• EXCITE customers with relevant offers
• EDUCATE customers about the offering
• EXPERIENCE products through videos, simulations, trials,
etc.
• ENGAGE with the firm’s digital marketing activities through
blogs, hashtags, apps, links, etc.

6. The 7C Online Marketing Framework
1) Core goals: engage the customer, educate the customer, encourage the customer
2) Context elements: design and navigation of online website, aligning with the target
markets
3) Content: relevant information on their site that shows the firm’s purpose to the 4E’s
4) Community: allow customers to interact and create a sense of community (blogs,
crowdsourcing, comment-sharing, etc.)

7. (7C’s continued)
5) Communication: how the firm effectively communicates with site visitors (live
chat, email, Twitter, etc.)
6) Commerce: provide convenient ideas on how to get the customer to purchase
products/services (online, in-store, loyalty programs, etc.)
7) Connection: engages the customer and gives them a call-to-action (buy, post,
review, share, etc.)

8. Social Media Engagement
• Information effect: relevant information is spread by firms or individuals to other
members of their social network
• Connected effect: humans’ innate need to connect with other people is satisfied
• Network effect: every time a firm or person posts information, that information is
spread instantaneously to the poster’s connections across social media
• Dynamic effect: the way in which information is communicated back-and-forth to
network participants, and expands the impact of the network effect by looking at
how people flow in and out of communities as their interests change
• Timeliness effect: firms engaging with the customer at the right place and time
(anywhere, 24/7)

9. Apps
• As more people own smartphones and use them to make purchases, mobile
marketing is increasing through the use of apps
• 7 primary needs that apps meet: the need to find “me time,” socialize, shop,
accomplish, prepare, discover, and self-express
• Apps also provide a way for companies to generate revenue; through paid apps,
apps with in-app purchases, and ad-supported apps

10. How Firms Engage Their Customers
• LISTEN to what customers have to say on their social networks, review sites, blogs,
etc. in order to understand the needs and desires of the target audience, as well as
where the firm is lacking
• ANALYZE the information available through various data collected, such as the
number of page hits, page views, bounce rate, click paths, conversion rate, and
keyword analysis, in order to assess what customers are saying about the firm and
its competitors
• DO (or implement) social media tactics to excite customers, based on what they
learned during the analysis stage

11. Sources Used
Grewal, Dhruv, and Michael Levy. Marketing. McGraw-Hill Education, 2020.