How Digital Marketing works in the business world.

1. Digital
Marketing
*Me time*Shopping*Engaging*
*Learning*Connecting*Experiencing*

2. 4E Framework
• Excite the Customer
• Educate the Customer
• Experience the Product
• Engage the Customer

3. Excitethe
Customer
• Using apps you
must present
relevance to
targeted
customer.
• Implement
personalized
offers by
researching
customerinfo
obtained through
loyalty programs.
Educate the
Customer
Experience the
Product or
Service
Engage the
Customer
• Create clear
call to actions
in order to
draw
customers
through social
media.
• Provide
engaging
education
about the
product or
service.
• Allow customersto
virtually experience
products through
tutorials before
buying.
• Provide detailed
information about it
by encouraging those
who make the
purchase to review
the product.
(Testimonials)
• Create relationships
through social media
tools such as blogging,
microblogging, peoples
own social networks.
• Create potential loyal
and committed
customersby positive
engagement.
• Negative engagement
can be very damaging
and more impactful than
positive.

4. Online Marketing
*The most familiar
and well established
element of digital
marketing.*

5. 7C Framework
• Core Goals
• Context Elements (Design and Navigation)
• Content
• Community
• Communication
• Commerce
• Connection

6. Core Goals Context Elements Content
• Engagethough
websites by
encouraging
customers to
spend time
browsing through
content.
• Must align with
target markets.
• Encourage visitors to
take their time
exploring by using
intense design ideas
such as bright colors
and adding
animation or
movement.
• When landing
on a home
page the firms
purpose must
be clear.
• Must feature
rich
information.

7. Community Communication Commerce Connection
• Though your
website its
crucial to offer
live chat, instant
messaging,
telephone and
email options to
communicate
with your
customers.
• Allow users to
submit ideas for new
products and
services.
• Encourage blogging
so that customers
can interact,
socialize, and share
information.
• The most loyal
customers use
multiple channels.
• Firms mustoffers a
range of options so
customers can chose
which channel they
wish to purchase
through.
• AKA-
Engagement.
• Call to action
buttons- buy
now, learn
more, show
your support.

8. The Wheel of Social
Media
• The information Effect
• The Connected Effect
• The Network Effect
• The Dynamic Effect
• The Timeliness Effect

9. Information- The most relevant information makes the best
impact.
Connected-Stay connected in order to grow.
Network-Enables the expansion of interaction.
Dynamic-Efficient way to get information or resolve disputes.
Timeliness-To be effective a firm must respond quickly to
impact buying decisions.

10. Different types of APPS
• Ad-supported app- Free to download , but ads appear on the screen.
• Freemium apps- Free to download but include in app purchases that
enable user to enhance an app or game.
• Paid apps- Charges the customer an up-front price to download the
ap but offer full functionality once downloaded.
• Paid apps with in-app purchases- Require the customer to pay initially
to download the app and then offer the ability to buy additional
functionality.

11. How do firms engage with customers?
*Listen
*Analyze
*Do

12. Listen Analyze Do
• Firms listen to what
customers have to say
on social media
channels, blogs, and
review sites.
• If feedback is negative
they should respond
immediately to resolve
the issue as quickly as
possible.
• Datagets collected
from social media in
order to analyze the
amount of traffic they
get and what people
are saying about them.
• The Bounce
and conversion rates
are tracked.
• Keyword analysis is
used to track what
keywords people are
using when searching
the internet for
products and services.
• Implementation
of tactics used to
excite customers.
• They
develop marketin
g campaigns for
new products.

13. Interesting Social Information and Stats
• 77% of adults own smartphones and more than half of them make
purchases on their devices.
• Almost 200 billion apps were downloaded globally in 2017 with
customers spending more than $86 billion, even though about 93% of
the apps were downloaded free.
• Apps meet 7 primary needs: Me time, socialize, shop, accomplish,
prepare, discover, and self express.