A short PowerPoint presentation on digital and social media marketing.

1. Digital
Marketing
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2. What is the most important aspect
of digital marketing?
The 4E framework
EXCITEMENT EDUCATION
EXPERIENCE ENGAGEMENT

3. Excitement!
This stage is meant to create anticipation within the customer base.
Excitement can involve creating a mobile app or some type of offer that excites the customer for an
idea, product, brand or company.
A critical element of this stage is relevancy. The offers must appeal to the targeted customer base.

4. Education
 Education is used to communicate the benefits or worth of
the product.
 This stage tells the customer why they should want/need
the product.
 Education talks about the product itself and what it is.
 In short, it gives necessary details that customers would
want to know.

5. Experience
Experience simulates the use of or aspects of a product or service.
Experience of the product is usually by way of a free trial or sample of some sort.
Services might give a free trial, while actual products could offer samples.
This step is different than education in that it should feel more like an interaction than a lecture on
the product.

6. Engage
Connect with the customer!
They should feel like they have been helped with
any issues they had.
Build a relationship with the customer so that they
like the company
A relationship that is built between the company
and customer during this stage can lead to a loyal
customer and more sales for the company.

7. The Wheel of Social Media
Engagement
Engagement
Information
ConnectedTimeliness
NetworkDynamic

8. The Spokes
of the Wheel
Information Effect------ Relevant information about the
product, educational advertisements.
Connection Effect ----- A human’s need for connection with
others. This helps companies to connect with customers
and know who likes the products/services.
Network Effect ----- This is when a company posts
information, it is instantly spread to any followers.
Dynamic Effect ----- The way that information is exchanged
to network participants through back-and-forth
communication. These exchanges promote the engagement
stage.
Timeliness Effect ----- When the company engages with the
customer at the right time and place. This is usually a 24/7
activity.

9. Mobile
Applications
While applications (apps) are a business on their
own, mobile apps are a great way for companies
to connect with customers. By way of these apps,
they can offer exclusive rewards and deals to
people who download them. Shoppers make up
12% of mobile app usage.

10. Social Media
Engagement
Process
Listen
• Notice what the customers want and expect.
Analyze
• Analyze what was learned during the listening
stage.
Do
• Implement and use the gathered information.
Result
• By following these steps, customers will feel that
they have been listened to. The company has
engaged with them.

11. Resources
Marketing, by Dhruv Grewal and Michael Levy,
McGraw-Hill Education, 2020, pp. 80–99.
Music by: https://www.bensound.com