Digital marketing involves all online marketing activities across digital channels like websites, social media, and mobile apps. It can be used by both small and large businesses with just a domain name or social media account. The 4E framework involves exciting, educating, allowing experiences with, and engaging customers. Popular digital marketing opportunities include YouTube, Twitter, Instagram, Facebook, and LinkedIn. The three step engagement process is to listen to customers online, analyze what they say, and use that information to engage them further.

1. Digital Marketing
By Symone Laws

2. What is Digital Marketing?
All online marketing activities, which includes all digital assets,
channels, and media, spanning not just online but also social
media and mobile marketing.

3. Who Uses It?
EVERYONE
Small and large businesses alike utilize digital marketing.
All you need is a Domain and/or Social Media account!!!

4. The 4E Framework
● Excite Customers with relevant
offers
● Educate customers about the
offerings
● Experience Products directly or
indirectly
● Engagement

5. The Wheel of
Social Media
Engagement
1. Information effect
2. Connect effect
3. Network Effect
4. Dynamic Effect
5. Timeliness Effect

6. Categories of Social Media Promotion
1. Social Networking Sites (Facebook)
2. Media-sharing Sites (Youtube)
3. Thought-sharing Sites (Twitter)

7. Popular Digital Marketing Opportunities
● Youtube
● Twitter
● Instagram
● Facebook
● LinkedIn
New apps are always being created so there are always new marketing
opportunities

8. Customer Motivations
1. “Me time”
2. Socialize
3. Shop
4. Accomplish
5. Prepare
6. Discover
7. Self-Express
Apps meet these 7 basic customer motivations:

9. Application Payment
● Ad-supported
○ Free to download, but adds are included.
● Freemium
○ Free to download and includes in-app purchases to enhance the app.
● Paid
○ Pay to download and receive full access.
● In-app Purchases
○ Pay to download and includes in-app purchases to enhance the app.

10. The 3 Step Engagement Process
1. Listen
a. Systematic monitoring; utilizing social media monitoring tools (sentiment
analysis)
2. Analyze
a. Using the “Listen” data, analyze traffic using metrics. (bounce rate, clich
paths,and conversion rates)
3. Use the Information
a. Information will be used to develop tactics to engage their customers.