Digital Marketing

1. Digital Marketing:
Travis Norbury
Online
Social
Mobile

2. The 4E Framework
For Digital Marketing
 The 4e framework involves Excitement, Education,
Experience, and Engagement.
 There are several ways that marketers get customers
excited about their brand or product such as using phones
apps and even games. Social media like Facebook are used
to help spread a new product or idea the marketers are
trying to bring attention to.
 After enough excitement has been generated and people
start to arrive at a website or traditional store the
marketer uses this opportunity to educate the consumer
about what is being offered. Most of this education is
about reminding the consumer about things they probably
already knew.
 The consumer gets a chance to experience this product
when the marketer gives them a taste of the product or
service before purchasing it. This can go a long way in
getting the customer to purchase said product or service.
 Engagement goes a long way toward creating a loyal
customer for the brand. You get engagement by people
communicating with the company through social media.
This can be positive communication which can lead to
loyalty, but it can be negative as well which can harm the
relationship removing any chance of loyalty from a
customer.

3. Online
Marketing
The 7C Online Marketing Framework
Core Goals
Contextual Elements
Content
Community
Communication
Commerce
Connection

4. 7C Online Marketing Framework
THE CORE GOAL OF ALL
WEBSITES IS TO
ENGAGE THE USERS TO
GET THEM TO SPEND
TIME ON THEIR
WEBSITE.
THE CONTEXTUAL
ELEMENTS OF A
WEBSITE WILL
COMPLEMENT THE
CORE GOALS. AN
EXAMPLE OF THIS IS IF
YOUR GOAL IS TO
INCREASE SALES YOU
WOULD WANT
EVERYTHING THE
CUSTOMER DOES TO
LEAD TO SOME
METHOD OF
PURCHASING YOUR
PRODUCT OR SERVICE.
FOR CONTENT
MARKETERS WILL TRY
TO KEEP THE CONTENT
RELEVANT TO THEIR
TARGET MARKET.
COMMUNITY WILL
OCCUR WHEN THE
WEBSITE ALLOWS FOR
COMMUNICATION
BETWEEN VISITORS.
THIS CAUSES
RELATIONSHIPS TO
FORM AND AS A RESULT
COMMUNITIES ARE
CREATED.

5. 7C Online Marketing Framework Continued
It is important for the customers
to be able to communicate with
the firm through the website such
as through live chat, instant
messages, and email. This
communication allows people to
voice concerns and complaints
helping the firm improve on a
product or service.
When it comes to commerce
(or the actual purchase) it
is important for the firm to
provide a range of options
although websites have the
highest conversion rates.
Connection is the last of
the 7c’s and it is a call to
action be that a purchase, a
review, a post, or a
comment. The important
thing is to get that
connection (engagement).

6. The Wheel of Social Media Engagement
The Information Effect is the outcome of digital marketing in which relevant
information is spread by firms or individuals to other members of their
social network.
The Connected Effect is an outcome of social media that satisfies humans’
innate need to connect with other people.
The Network Effect is the outcome of social media engagement in which
every time a firm or person posts information, it is transferred to the
poster’s vast connections across social media, causing the information to
spread instantaneously.
The Dynamic Effect describes the way in which information is exchanged to
network participants through back-and-forth communications in an active
and effective manner.
The Timeliness Effect of social media engagement is concerned with the firm
being able to engage with the customer at the right place and time, 24/7 at
any location.

7. Going Mobile and
Social
81% of adults in the United States owns a
smartphone. Half of which make purchases on the
device.
This is an amazing feat which brings many new
opportunities for firms. There can be downside for
the workforce though. Some firms are using this
opportunity to cut costs in the labor force by having
many of the services being available on apps allowing
for a large amount of automation using AI.
The upside of this is that services are much more
streamlined which increases the satisfaction of the
consumer.

8. How Do Firms Engage Their
Customers
Social Media Engagement Process
Listen-Companies have started to listen more to their customers
more since social media and mobile devices have become
widespread. This has led to firms tailoring a lot of their services
and products to their customers instead of guessing what they may
want or need.
Analyze-In order to tailor their services or products to the
customer the marketers analyze the data from their websites such
as bounce rate, click paths, and conversion rate. This gives them a
clear picture as to what works or what doesn’t work.
Do-After a firm analyzes its data it must implement it. This can
take the form of several things from creating new or updating
current social media pages or it could come in the form of offering
new ways to make purchases.

9. The 4R’s of Influence Marketing
The relevance of an influencer in the area is important because they are seen to have some
sort of expertise. For example, if you wanted to promote a football product you are most
likely to hire a football player to promote it.
Reach plays an important role as well. When having a product or service promoted you want
someone who can reach a large part of your target audience as this increases your success in
promoting the product or service.
Once people have engaged with the message you are promoting then you want them to
respond in a positive way about your message.
Return on a particular message can occur in different ways depending on what you are
trying to achieve. If sales are your goal, then you want people to purchase from you and if it
is fundraising then you want donations. You also want to get these outcomes while spending
the least amount of money on the influencer to promote them.

10. Conclusion
Digital marketing has opened a whole new frontier in
the field of marketing. It has allowed firms to reach a
wide array of groups and engage with them in new
and exciting ways. Allowing for products and services
to be tailored o customers based on their responses
both good and bad. The field itself is only growing and
it will be interesting to see how much it will change in
the next decade.