Digital marketing pertains to all online marketing activities including digital assets, channels, and media. It involves exciting customers with relevant offers, educating them about offerings, helping them experience products directly or indirectly, and giving them opportunities to engage with marketing activities. Social media refers to technologies that distribute content to facilitate interpersonal interactions through platforms, services, and tools that help consumers and firms connect. The 4E framework outlines exciting, educating, experiencing, and engaging customers through digital media.

1. Digital Marketing
Pertains to all online marketing
activities, which include all digital
assets, channels, and media

2. Social Media
• Refers to online and mobile technologies that
create and distribute content to facilitate
interpersonal interactions with the assistance
of various firms that offer platforms, services,
and tools to help consumers and firms build
their connections

3. 4E framework
• 1. excite customers with relevant offers
• 2. educate them about the offering
• 3. help them experience products, whether
directly or indirectly
• 4. give them an opportunity to engage with the
firms digital marketing activities
• Digital media = excitement, education,
experience, and engagement

4. Excite the customer
• Marketers use mobile applications (apps) and
games to grab the customers attention
• Use social media
- Facebook
-Pinterest
-Twitter
• Uses incentives to connect with customers
• Offer must be relevant to target customers

5. Educate the customer
• Don’t always use new information
• Education is about reminding people about
what they already know
• Expand the overlap of the benefits they
provide with the benefits customers require
• Improve peoples well being while selling the
underlying concept

6. Experience the product or service
• Youtube is an example of how a firms goods or
services can be sampled
– how they work
– How to use
– How to obtain
• Free trials or tutorials help to sell online
products especially if the have a celebrity
influence using the product

7. Engage the customer
• Potential for relationship and possible loyalty
and commitment
• Blogging and micro blogging
- a chance for customers to leave reviews –
positive or negative
• Negative engagement can be more damaging
than positive engagement is beneficial

8. Online Marketing
• Core
• Context elements
• Content
• Community
• Communication
• Commerce
• connection

9. Social Media Engagement
• Information effect is the outcome of digital
marketing where relevant information is
spread by firms or individuals to other
members of their social media
• Connected effect is the outcome of social
media that satisfies a persons need to connect
with others

10. Social media Engagement contin.
• Network effect is the outcome of social media
engagement where a firm or person post
information and it spreads instantly
• Dynamic effect describes how information is
communicated to network participants
• Timeliness effect is engaging with the
customer 24/7 from any location

11. Going Mobile
• People want to shop at anytime
• Customers will go in to the store to touch and
visibly see, then check online for a better price
which is called showromming
• Most consumers are spending about half their
lives on the phones – Shopping, socializing,
and playing on apps.

12. Applications
• Ad supported – free to download but ads still
appear
• Freemium – free to download with in app
purchases
• Paid – upfront price to download
• Paid apps with in app purchase – pay upfront
for app and making in app purchases are
required