2. 4 E Framework
Educate- the customer about what you are offering
Excite- the customer with relevant ideas
Engage the customer- with firm’s digital marketing activities
Experience- products, whether directly or indirectly
3. 4 E’s continued
Examples of experience are Sephora’s instore make-up makeovers.
Examples of exciting customers include mobile apps. Firms use Facebook,
Pinterest and WhatsApp to communicate deals.
When a customer arrives at a store or website, the marketer has an
opportunity to educate the customer about its value proposition and
communicate other benefits.
With engagement comes the possibility of a relationship and possibility of
loyalty and even action.
4. Online 7C Marketing Famework
Core goals
Content elements (design and navigation)
Content
Community
Communication
Commerce
Connection
5. 7 C Online Marketing Famework
continued
Core Goals- The goal of any website is to engage its users by encouraging
them to view, interact and spend time with the content.
Context Elements- involve design (font and color) and navigation. These
contextual elements must align with target market.
Content- is the information on the site such as text, graphics, audio or
video. This information must be monitored continuously to make sure
information is relevant. Digital communities rely on clear, meaningful, and
helpful content.
Community- websites and blogs allow customers to interact, socialize,
share information and create a sense of community.
6. 7 Cs Online Marketing Framework
continued
Communication- Communication vehicles include live chat, instant
message, telephone or email to interact with educate and engage site
visitors.
Commerce- Customers want the option when they make a purchase to use
an app, a desktop website or purchase in the store.
Connection- Websites or blogs offer a call to action button. Call to Action
buttons are Buy Now, Get Started, Show Your Support and Learn More to
dive deeper into a website.
7. Wheel of Social Media Engagement
Information- outcome of digital marketing in which relevant information is
spread by members of the company to other members of their social
network.
Connection Effect- Outcome of social media that satisfies humans’ innate
need to connect with other people. Connection is bidirectional, people
learn about someone else and they learn about you. One to One basis.
Network Effect- Social media posts that transfer and spread
instantaneously.
8. Wheel of Social Media Engagement
continued
Dynamic Effect is twofold.
- It describes the way in which information is exchanged to network
participants through back and forth communications in an effective and
active manner.
-It expands the network effect by examining how people flow in and out of
network communities as their interests change.
Timeless Effect- is the concern with the company being able to engage
with the customer at the right place and time, 24/7 from any location.
9. Seven primary Motivations for Mobile
App Usage
Me Time
Socializing
Shopping
Accomplishing
Preparation
Discovery
Self- Expression
10. How Companies engage their
customers?
Listen- Companies can learn a lot about their customers by monitoring and
listening to what their customers say on their blogs, social networks and
review sites and so on.
Analyze- It is important to determine the amount of traffic using their sites,
tweeting about them and visiting their sites.
Analyze- It is important to learn who those visitors are, what engages
them, what excites them and what they are doing.
Do- Use what you learned from the analysis.
11. How to do a Digital Marketing
Campaign
1. Identify strategy and goals- determine what it hopes to achieve and
promote through campaign.
2. Identify Target Audience- Determine who the company is targeting.
3. Develop Budget- Budgeting is important.
4. Campaign Experiment and Engage- Develop communications, including
images and copy.
5. Monitor and Engage- Review the success and make changes as needed.
