Marketing slides "Point of view"

1. Marketing:
Chapter 3 Overview
All references from the “Marketing, Grewal & Levy, 7th edition, McGraw-Hill”
Ch 3: Digital Marketing: Online Social and Mobile
Summarized By Matty Abney

2. Marketing:
Chapter 3 Overview
All references from the “Marketing, Grewal & Levy, 7th edition, McGraw-Hill”
Ch 3: Digital Marketing: Online Social and Mobile
Summarized By Matty Abney

3. The 4 E framework of digital marketing:
The 4 E’s of digital marketing
● Excite-
○ Exciting the customer with applicable offers to
their needs or desires helps draw in attention
leading to the next step in the framework
● Educate-
○ Creating easy to digest information that the
market can easily access to inform them on the
product instills trust between the parties and helps
them visualize usage leading them to have the
need to experience the product

4. The 4 E framework of digital marketing: cont.
● Experience-
○ Constructing a true virtual experience the customer can try
helps them again visualize them using it thus creating a need
for the product which helps assure the sale will happen
● Engage-
○ Positive engagement with the patron creates loyalty and a
bigger profit margin. When a prospective buyer feels heard
or engaged with they create a more loyal and personal
connection to the company and ensures they come back to
endorse the company again.

5. The 7 C
Online Marketing Framework
1. Core goals- Goals of any website is to engage with its clients
wishing for them to engage with its content
2. Context elements designs and navigation- Aesthetics and
direction of any website is key to user engagement
3. Context- Ensuring the information is updated and relevant to its
target market secures the 4E Framework, excitement thus creating
website engagement
4. Community- Creating a community through personal
communication such as blogs (regular, micro, personal, corporate)
this creates user creation of the 4E framework

6. 5. Communication- Live chat, quick to assist customer service representatives, email, social media
communication, and as previously stated blogs create communication whether it’s geared towards
more professional or more personal inquiries between the parties
6. Commerce- Most customers use virtual platforms to research and decide what to buy but then go
to the physical location to purchase said item(s). A consistent marketplace for businesses is key to
securing the sale.
7. Connection- Creating a community and engaging in as many ways to the target market creates
loyal customers who continue to use the products and stay devoted to that brand or company. A call
to action- review, posting, buying, etc. is key to keeping the customer engaged with the company
The 7 C
Online Marketing Framework cont.

7. Engagement with the market:
1. The information effect-
Providing concise information
for the consumer is a challenge
marketers face. Creating
engaging information through
smart advertising is one way
they deliver the information
whilst grabbing the attention of
the market.
2. The connected effect- Through
social media it is easier than ever to
engage with the consumer or client
base. People essentially offer
information through social media
about their interests, personal
experiences, needs, and wants for
companies to analyze and direct
precise advertisements for that
target market.

8. Engagement with the market cont.
3. The network effect- Is an instantaneous effect that happens when a one to one connection between offeror
to inquirer happens. Social media helps create a faster and easier networking experience.
4. The dynamic effect- The dynamic effect explains how the interaction of the network effects happened as well
as the impact the on the communication and flow of the base. As interests change in society the marketers must
stay up to date with their existing clients interests as well as the whole markets interests to ensure a wider
spread of recognition for the company.
5. The timeliness effect- Being in communication with the customer base as quick as possible creates
recognition of good customer service as well as general service for all business practices, buying, selling,
company networking, company to customer networking, etc.

9. The 7 Primary motivations for
mobile app usage
Self Expression
Discovery
Preparation
Accomplishing
Shopping
Socializing
“Me Time”

10. Listen, Analyze, Do
● listening to your target market through various outlets can help determine their objectives
towards the market or towards general society (the consumer base)
● Analyzing that data with specific analytical software helps track, traffic on site, number of
“hits”, unique site visitors, blog visits, and social media references.
● Do: using marketing campaigns to launch a new product geared towards the data from the
analysis is a hard accomplishment to do. One way is to use social media to promote
themselves towards the market.

11. Listen, Analyze, Do cont.
All information was found from the “Marketing,
Grewal & Levy, 7th edition, McGraw-Hill”
Ch 3: Digital Marketing: Online Social and Mobile

12. The 4 E framework of digital marketing:
The 4 E’s of digital marketing
● Excite-
○ Exciting the customer with applicable offers to
their needs or desires helps draw in attention
leading to the next step in the framework
● Educate-
○ Creating easy to digest information that the
market can easily access to inform them on the
product instills trust between the parties and helps
them visualize usage leading them to have the
need to experience the product

13. The 4 E framework of digital marketing: cont.
● Experience-
○ Constructing a true virtual experience the customer can try
helps them again visualize them using it thus creating a need
for the product which helps assure the sale will happen
● Engage-
○ Positive engagement with the patron creates loyalty and a
bigger profit margin. When a prospective buyer feels heard
or engaged with they create a more loyal and personal
connection to the company and ensures they come back to
endorse the company again.

14. The 7 C
Online Marketing Framework
1. Core goals- Goals of any website is to engage with its clients
wishing for them to engage with its content
2. Context elements designs and navigation- Aesthetics and
direction of any website is key to user engagement
3. Context- Ensuring the information is updated and relevant to its
target market secures the 4E Framework, excitement thus creating
website engagement
4. Community- Creating a community through personal
communication such as blogs (regular, micro, personal, corporate)
this creates user creation of the 4E framework

15. 5. Communication- Live chat, quick to assist customer service representatives, email, social media
communication, and as previously stated blogs create communication whether it’s geared towards
more professional or more personal inquiries between the parties
6. Commerce- Most customers use virtual platforms to research and decide what to buy but then go
to the physical location to purchase said item(s). A consistent marketplace for businesses is key to
securing the sale.
7. Connection- Creating a community and engaging in as many ways to the target market creates
loyal customers who continue to use the products and stay devoted to that brand or company. A call
to action- review, posting, buying, etc. is key to keeping the customer engaged with the company
The 7 C
Online Marketing Framework cont.

16. Engagement with the market:
1. The information effect-
Providing concise information
for the consumer is a challenge
marketers face. Creating
engaging information through
smart advertising is one way
they deliver the information
whilst grabbing the attention of
the market.
2. The connected effect- Through
social media it is easier than ever to
engage with the consumer or client
base. People essentially offer
information through social media
about their interests, personal
experiences, needs, and wants for
companies to analyze and direct
precise advertisements for that
target market.

17. Engagement with the market cont.
3. The network effect- Is an instantaneous effect that happens when a one to one connection between offeror
to inquirer happens. Social media helps create a faster and easier networking experience.
4. The dynamic effect- The dynamic effect explains how the interaction of the network effects happened as well
as the impact the on the communication and flow of the base. As interests change in society the marketers must
stay up to date with their existing clients interests as well as the whole markets interests to ensure a wider
spread of recognition for the company.
5. The timeliness effect- Being in communication with the customer base as quick as possible creates
recognition of good customer service as well as general service for all business practices, buying, selling,
company networking, company to customer networking, etc.

18. The 7 Primary motivations for
mobile app usage
Self Expression
Discovery
Preparation
Accomplishing
Shopping
Socializing
“Me Time”

19. Listen, Analyze, Do
● listening to your target market through various outlets can help determine their objectives
towards the market or towards general society (the consumer base)
● Analyzing that data with specific analytical software helps track, traffic on site, number of
“hits”, unique site visitors, blog visits, and social media references.
● Do: using marketing campaigns to launch a new product geared towards the data from the
analysis is a hard accomplishment to do. One way is to use social media to promote
themselves towards the market.

20. Listen, Analyze, Do cont.
All information was found from the “Marketing,
Grewal & Levy, 7th edition, McGraw-Hill”
Ch 3: Digital Marketing: Online Social and Mobile