This document provides an overview of digital marketing concepts presented by Angelina Conley. It discusses digital marketing versus traditional marketing and frameworks for digital marketing like the 4E framework of excitement, education, experience and engagement. It also outlines the 7C online framework and considerations for social media engagement. Additional topics covered include going mobile, how firms engage customers through listening, analyzing and acting, and steps for conducting a digital marketing campaign.

1. DIGITAL MARKETING:
ONLINE, SOCIAL, AND
MOBILE
A PRESENTATION MADE BY ANGELINA CONLEY FOR MARKETING 2100

2. DIGITAL MARKETING & TRADITIONAL MARKETING
Digital Marketing involves all online activities having to do with marketing.
This can range from digital marketing, website design, blogging, and even
search engine optimization. Social Media is a form of digital marketing that
creates a link to a userbase you may not be able to get with traditional
marketing. You can share all kinds of information ranging from pictures, ads,
videos, and maybe a jingle involving your product with a potential customer.
Forms of traditional marketing might be using newspapers, television, radio,
and forms of mail are still relevant. But, in the modern world, many
companies must find ways to adapt to more mobile, online, and others
forms of digital media.

3. 4E FRAMEWORK
Excitement
Education
Experience
Engagement
Digital
Media
With Traditional Media changing
and taking new forms is new
technologies and media it has led
to a different way of doing digital
marketing, creating the 4E
Framework.
• Excite Customers
• Educate Customers
• Experience with the Product or
Service
• Engage Customers
With all off these thing combined
you can bring in more potential
customers via Online Medias.

4. 7C ONLINE
FRAMEWORK
1.) Core Goals
2.) Context
Elements (Design
& Navigation)
3.) Content
4.) Community
5.)
Communication
6.) Commerce
7.) Connection
This framework is used for online marketing and
can be used for blogging and their own business
websites.
1. A company creates primary goals for their
company, what they wish to accomplish.
2. This consists of contextual elements, like
design and navigation.
3. This is texts, graphics, videos, and audios.
4. Some use their website to allow for
customers to interact, socialize, share info,
and allow them to also post comments,
reviews, etc. for new products or services.
5. This is clear, helpful, and meaningful
content.
6. This is for customers who want to make
actual purchases through the site.
7. This also has another name, taken from the
4E framework, Engagement.

5. SOCIAL MEDIA
ENGAGEMENT
Engagement
Information
Connected
NetworkDynamic
Timeliness
When engaging social media, this is another
framework to help with the process.
• Information is an effect caused by the
outcome of digital marketing in which
specific information is spread by people of
that social network.
• Being connected is and effect cause by the
outcome of social media that satisfies
humans’ need of connecting to others.
• Network is an effect caused by the outcome
of social media engagement where every
time a person posts something, it’s spread
across vast networks and channels causing
it to spread almost instantaneously.
• Dynamic is an effect of social media
engagement that goes two different ways.
One way is it creates an active back-and-
forth exchange promoting engagement.
• Timeliness is an effect of social media
engagement that is concerned with
companies being able to connect with
customers anytime, anywhere, at any place.

6. GOING MOBILE AND SOCIAL
1 4
7
11
12
19
46
Self Expression
Discovery
Preperation
Accomplishing
Shopping
Socializing
"Me Time"
In the US, 77% of adults own a
smartphone and over half of them make a
purchase on it.
In the graph, these are the seven primary
needs an apps should meet when
becoming available to the public and the
percentages are all interactions they have
with social media.
A company have four different way of
choosing how to charge for an
application:
• Ad-Supported – Free to download.
• Freemium – Free to download, but
have in-app purchases to allow for
customers to further enhance their
app.
• Paid Apps – When companies charge
and up-front fee for the app.
• Paid Apps with In-App Purchases – Like
paid apps, but with in-app purchases
that allow you to enhance the app.

7. HOW DO FIRMS ENGAGE
THEIR CUSTOMERS?
Listen Analyze Do
When handling customers online, we
must refer to the social media
engagement process.
• Listening can help learn about your
customers. Sentiment analysis is an
example of listening.
• Analyzing the data you collected
during the first step can be done with
using metrics like bounce rate, click
paths, and conversion rates.
• The last step is to Do. A company uses
this information to develop tactics to
engage customers.

8. HOW TO DO A DIGITAL
MARKETING CAMPAIGN
• What do you hope to promote and achieve during your
campaign?Identify Strategy and
Goals
• Who is your target market? How big is that audience? Will
that audience be too big?Identify Target
Audience
• Budgeting is key. Keep an eye on your budget and always
have it under constant review.
Develop Budget
• Now develop the communications. Create a call to action
that is clear and compelling. Use imagery that will catch
someone’s eye. Remember to create variation.
Campaign: Experiment
and Engage
• Review how well your campaign went. Make sure you
make changes if needed, too often do companies not
change their campaign if necessary.Monitor and Change
This is best way to do a Digital Marketing
Campaign:

9. WORKS CITED
“Chapter 3.” Marketing, by Dhruv Grewal and Michael Levy, McGraw-Hill Education, 2020, pp. 79–105.