The document discusses various frameworks for digital marketing and online engagement. The 4E framework focuses on exciting, educating, experiencing, and engaging customers. The 7C framework emphasizes core goals, context, content, community, communication, commerce, and connection. Social media is discussed in terms of the information effect, connected effect, network effect, dynamic effect, and timeliness effect. Additional topics covered include listening to customers, data analysis, and implementing engagement strategies.

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.