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Digital Marketing: Online
and Social media marketing
By: Leila Sandhu
The 4E Framework for Digital Marketing
There are four frameworks that have to do with digital marketing, we will go
through each framework in full description.
The 4E's are
● Excite customers
● Educate them about the offering
● Experience products
● Engage them with the digital marketing activties
Excite the customer
When you are trying to excite the customer marketers usually will use all kinds of
digital offers which include, apps and games, to get them excited about that
product. For example, you could excite your customer by advertising your product
on an app and get the customer interested in it. Exciting your customer is always
the first thing you should do to get them to buy your product or even find interest in
it.
Educate the customer
You need to have a well developed digital marketing plan that is clear and concise
to draw your customer in and educate them well on the product. Most of the time
the customer is already educated on the product and just needs to be educated
and remind on why tha product could be so good for them.
Experience the Product or service
The customer can experience the product or service through going online to watch
videos with others experiencing the product or service and can see if they really
enjoy it. It’s like having a free subscription for a month on amazon prime or disney
plus, they’re letting you test out those two things before you actually decide
whether or not you want it. Experiencing the product is always good for customers
to do before deciding to buy the product or service.
Engage the customer
When you engage the customer, you’re almost creating a relationship between
you and the customer and you hope they stay loyal to your product or service. You
can actively engage with your customers usually through microblogging or
blogging. You can even use apps for stores to engage with your customers, or
there’s the websites that have someone who is there to talk to you 24/7, engaging
with you.
The 7C online marketing framework
In online marketing there are 7 frameworks which are
1. Core goals
2. Contextual elements
3. Content
4. Community
5. Communication
6. Commerce
7. Connection
Core goals and Contextual elements
● Core goals: this is the main goals for your marketing strategy and that could
be engaging your customers with blogging, to go to a website and learn more
about a product (educating the customer), or engaging your customers to
spend time looking at something online, like Youtube or Facebook. Core
goals are the goals you want to focus on when you are making a marketing
strategy.
● Contextual elements are the design and navigation of the website. In order to
have contextual elements you would want to include certain colors or pictures
to really make your website pop.
Content and community
● Content is the amount of information on your website. For example, the text,
graphics, videos, and audio. Marketers will update their content daily to make
sure it’s still targeting their target market. The content should be aligned with
the target market otherwise this won’t have a target market anymore. You
have to be consistent with your content to make sure it’s successful.
● Community is like blogging and microblogging. It helps you connect with
others that have the same interests and then you can talk to those people
through your blog or anyone else’s blog.
Communication, commerce, and connection
● Communication: you should make sure your communication is clear and easy
to understand for your customers. You can virtually communicate with your
customers through, live video chat, instant message, telephone, or e-mail.
● Commerce: People being able to actually purchase the items they want, most
of the time the customer will come into the physical store before buying
anything and the most loyal customers will use multiple channels to purchase
these items as well.
● Connection: this helps the customers engage with the firm over and over and
in a positive way. Examples would include repurchasing and positive
feedback on the products to other potential customers.
The wheel of social media engagement
Information effect: This is the outcome of digital marketing and this is how relevant
information spreads to either firms or individuals and their social networks. Usually
marketers try to make sure it’s humorous, because it’s more likely to spread
quicker.
Connected effect: This satisfies humans innate need to connect with other
humans. People then learn more about what their friends like and dislike but also
shows their opinions and interests. Social media is the perfect way for people to
connect and find new people to be friends with.
Network effect: Everytime someone posts information it transfers to the posters
connections through social media, which makes the information spread very
quickly.
The wheel of social media engagement
Dynamic Effect: This describes the way information is exchanged through social
media and this promotes engagement which makes them more likely to buy the
product. The dynamic effect also expands the impact of the network effect by
seeing how people flow in different communities and shared interests.
Timeliness effect: This is being able to engage with the customers at the right
place and time, which means being able to reach them 24/7.

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Slideshare

  • 1. Digital Marketing: Online and Social media marketing By: Leila Sandhu
  • 2. The 4E Framework for Digital Marketing There are four frameworks that have to do with digital marketing, we will go through each framework in full description. The 4E's are ● Excite customers ● Educate them about the offering ● Experience products ● Engage them with the digital marketing activties
  • 3. Excite the customer When you are trying to excite the customer marketers usually will use all kinds of digital offers which include, apps and games, to get them excited about that product. For example, you could excite your customer by advertising your product on an app and get the customer interested in it. Exciting your customer is always the first thing you should do to get them to buy your product or even find interest in it.
  • 4. Educate the customer You need to have a well developed digital marketing plan that is clear and concise to draw your customer in and educate them well on the product. Most of the time the customer is already educated on the product and just needs to be educated and remind on why tha product could be so good for them.
  • 5. Experience the Product or service The customer can experience the product or service through going online to watch videos with others experiencing the product or service and can see if they really enjoy it. It’s like having a free subscription for a month on amazon prime or disney plus, they’re letting you test out those two things before you actually decide whether or not you want it. Experiencing the product is always good for customers to do before deciding to buy the product or service.
  • 6. Engage the customer When you engage the customer, you’re almost creating a relationship between you and the customer and you hope they stay loyal to your product or service. You can actively engage with your customers usually through microblogging or blogging. You can even use apps for stores to engage with your customers, or there’s the websites that have someone who is there to talk to you 24/7, engaging with you.
  • 7. The 7C online marketing framework In online marketing there are 7 frameworks which are 1. Core goals 2. Contextual elements 3. Content 4. Community 5. Communication 6. Commerce 7. Connection
  • 8. Core goals and Contextual elements ● Core goals: this is the main goals for your marketing strategy and that could be engaging your customers with blogging, to go to a website and learn more about a product (educating the customer), or engaging your customers to spend time looking at something online, like Youtube or Facebook. Core goals are the goals you want to focus on when you are making a marketing strategy. ● Contextual elements are the design and navigation of the website. In order to have contextual elements you would want to include certain colors or pictures to really make your website pop.
  • 9. Content and community ● Content is the amount of information on your website. For example, the text, graphics, videos, and audio. Marketers will update their content daily to make sure it’s still targeting their target market. The content should be aligned with the target market otherwise this won’t have a target market anymore. You have to be consistent with your content to make sure it’s successful. ● Community is like blogging and microblogging. It helps you connect with others that have the same interests and then you can talk to those people through your blog or anyone else’s blog.
  • 10. Communication, commerce, and connection ● Communication: you should make sure your communication is clear and easy to understand for your customers. You can virtually communicate with your customers through, live video chat, instant message, telephone, or e-mail. ● Commerce: People being able to actually purchase the items they want, most of the time the customer will come into the physical store before buying anything and the most loyal customers will use multiple channels to purchase these items as well. ● Connection: this helps the customers engage with the firm over and over and in a positive way. Examples would include repurchasing and positive feedback on the products to other potential customers.
  • 11. The wheel of social media engagement Information effect: This is the outcome of digital marketing and this is how relevant information spreads to either firms or individuals and their social networks. Usually marketers try to make sure it’s humorous, because it’s more likely to spread quicker. Connected effect: This satisfies humans innate need to connect with other humans. People then learn more about what their friends like and dislike but also shows their opinions and interests. Social media is the perfect way for people to connect and find new people to be friends with. Network effect: Everytime someone posts information it transfers to the posters connections through social media, which makes the information spread very quickly.
  • 12. The wheel of social media engagement Dynamic Effect: This describes the way information is exchanged through social media and this promotes engagement which makes them more likely to buy the product. The dynamic effect also expands the impact of the network effect by seeing how people flow in different communities and shared interests. Timeliness effect: This is being able to engage with the customers at the right place and time, which means being able to reach them 24/7.