The document discusses digital marketing strategies including how marketers excite customers, educate customers, provide experiences, and engage customers. It outlines a 4E framework involving exciting customers with relevant offers, educating about offerings, helping experience products, and engaging in activities. Marketers excite through apps, games and personalized offers. They educate using campaigns about issues like depression treatment. They provide experiences through trials of books or makeup. Engagement occurs through blogging, furniture previews, listening to social media, analyzing website data, and social media tactics.

1. Digital Marketing:
Online, Social, and Mobile
By: Madison Enright

2. 4E Framework for Digital Marketing
1. Excite customers with relevant offers.
2. Educate customers about their offerings.
3. Help customers experience products, whether that is
directly or indirectly.
4. Give customers an opportunity to engage with the firm's
digital marketing activities.

3. How Marketers
Excite Customers
Marketers use various methods when
attracting future customers. Some methods
include mobile applications (apps) and
games. Ways to attract their targeted
customers is to provide personalized offers,
and online analytic tools.

4. How Marketers
Educate Customers
• Marketers can educate customers by
creating campaigns.
• A campaign such as Depression: Let's Talk
provides information about depression and
brings to light that "People with mental illness
should not suffer in silence."
• While the marketers educate people about
mental illness it also increases customers with
mental illness to find help. WHO’s Mental
Health Gap Action Program (mhGAP) is the
target organization for customers to use.

5. How Marketers
Provide Experience
• Marketers provide experience to customers
by providing trials.
• An example is when looking for an online
book customers can start a free trial to see if
the book is interesting before buying the full
book.
• Another well-known example is Sephora
where customers can sample makeup before
buying the product.

6. How Marketers
Engage Customers
• Engaging customers comes with action, the
potential for a relationship, and loyalty.
• Blogging is a prime example of engaging
customers. The customers stay engaged with
firms and their social media networks.
• Wayfair which uses "View in Room" can
engage customers to see what the companies
furniture looks like in their room before buying
the product. This helps sales to increase and
allows customers to stay engaged.

7. How Do Firms Engage their Customers?
1. Firms listen to what customers have to say.
2. Firms analyze the information available through touchpoints.
3. Firms do social media tactics to excite customers.

8. Listen
• Firms listen and watch what customers say
on social media. They watch from the posts
they make to reviews they leave on companies
websites.
• Listening to consumers can help marketers
determine their digital marketing objectives.

9. Analyze
There are three main categories of
analysis companies use for
understanding data.
1. Companies look at the number of
views their website receives.
2. Companies look directly at their
viewers. What are they doing and
what are they engaged in.
3. Companies look at other firm's sites
to see where the customer found the
website. They see if it was from
searching through google or amazon
or if it was requested by a friend.

10. Do
• After companies learn from
their analyzations, they can fix their
disconnections to increase their business.
• Companies can create a strategy and new
goals for their companies so more customers
buy their products.

11. Social Media
Impacts
Social media is one of the best tools for
companies to use. They can promote their
products, find future employees, and
expand their company worldwide through
the web.