Digital marketing involves all online marketing activities including digital assets, channels, and media. It encompasses both online and social media marketing. There are two main frameworks for digital marketing - the 4E Framework and the 7C Online Marketing Framework. The 4E Framework focuses on exciting customers, educating them, helping them experience offers, and engaging them. The 7C Framework's goals are to establish a company's core goals and contextual elements, provide quality content and foster community, enable communication and commerce, and create connections.

1. DIGITAL MARKETING
John Richert

2. WHAT IS DIGITAL MARKETING & HOW
DOES IT WORK?
 Digital Marketing is defined as pertaining to all online marketing
activities including all digital assets, channels, and media. This doesn’t
just encompass online, but also, social media and mobile marketing.
 Much of digital marketing is provided using social media platforms.
These platforms facilitate interactions between people and/or
businesses and allow for the easy spread of images and videos
promoting products or services.

3. THE 4E FRAMEWORK
The 4E Framework is essential to digital marketing. The 4E Framework is as follows;
Excite customers
Educate said customers about product or service
Help customers experience the offer
Give the customers an opportunity to engage with the marketing strategies

4. EXCITING THE CUSTOMER
 Exciting the customer is the first and arguably one of the most
important steps of the 4E Framework in digital marketing. Social media
apps are used to excite customers and get them to engage with the
product or service. This can be through flashy ads or ads promoting a
sale.

5. EDUCATING THE CUSTOMERS
 Part of having a great digital marketing strategy is that there is a clear
call to action to draw the customers into mobile or in-person shops.
This allows for in person interaction to teach or remind consumers of
information about the products or services. Remember, education can
sometimes be about reminding people of what they already know!

6. EXPERIENCING THE PRODUCT/SERVICE
 Certain social media apps such as Youtube, Instagram, Facebook, and
many others allow for companies to post digital advertisements and
virtual hands on use of the product or service.

7. ENGAGEMENT
 When a company has done all the before mentioned steps, the last
comes down to engagement between company and consumer. The
goal with engagement is to get customers to engage with the product
or service or even just the company and gain positive engagement. This
could mean a few things.
 More sales
 More reposting, retweeting, or shares online
 The spread of information to more people, thus, repeating the 4E
Framework.

8. THE 7C ONLINE MARKETING FRAMEWORK
Core Goals
Contextual Elements
Content
Community
Communication
Commerce
Connection

9. CORE GOALS & CONTEXTUAL ELEMENTS
 Core Goals
 The basis of any digital marketing
strategy, the primary goal for any
company is to get interaction with its
content.
 Contextual Elements
 The design and navigational tools on a
company's site is quite indicative of
what the company wants users to do
and interact with. Knowing the target
audience allows a company to tailor
their site to them.

10. CONTENT & COMMUNITY
 Content
 Companies will try and anticipate
customers questions and answer them
with the content displayed.
 The goal is to be clear and keep visitors
engaged with the site.
 Content must align with the target
market.
 Community
 Many firms utilize sites that allow for
blogging and for discussion amongst
consumers about the products.
 Having a common place to
communicate thoughts an ideas create
a sense of community amongst users.
 Blogs, microblogs, corporate blogs

11. COMMUNICATION & COMMERCE
 Communication
 Clear and helpful content helps
communicate the messaging.
 Two-way communication between
business and consumer is essential.
 Commerce
 Having multiple ways to purchase
products is key.
 Physical stores, desktop compatibility,
phone compatibility.
 The experience between all should be
relatively seamless.

12. CONNECTION
 Connection is the final step of the framework and is all about a call to
action. This could be for consumers to buy, make a post, review,
comment on the product, or share it with friends and family. These calls
to action can also result in users staying on the site longer and
engaging with more content.

13. WORKS CITED
Grewal, Dhruv, et al. “Chapter 3 Digital Marketing.” Marketing, McGraw
Hill Canada, Toronto, 2021, pp. 82–94.