The 4E framework for digital marketing

The 4E framework for digital marketing

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  The 4E Framework forDigital Marketing By Belle Williams
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  What is digitalmarketing? Digital marketing- all online marketing activities, which includes digital assets, channels, and media, spanning not just online but also social media and mobile marketing
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  What is socialmedia? ● Social media- online and mobile technologies that create and distribute content and facilitate interpersonal interactions, with the assistance of various firms that offer platforms, services, and tools to help consumers and firms build their connections. ● Social media has changed the way marketers communicate with their customers ● It is now the main source of marketing for many modern firms
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  What are theFour E’s? 1. Excitement: exciting customers with relevant offers 2. Education: educating them about the offering 3. Experience: helping them experience products directly or indirectly 4. Engagement: giving customers an opportunity to engage with the digital marketing activities of the firm
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  1. Excite theCustomer ● Marketers often use digital offers like apps or games to get customers excited for their product or service ● It is important to use social networks like Facebook, Pinterest, and Instagram to communicate deals and promotions ● Be sure that the offers are relevant to your target customer ( you can obtain information through insights/analytics or loyalty programs ● Target based on demographics, location, etc.
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  By utilizing featureslike hashtags, brands can get the consumer excited and engaged!
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  2. Educate theCustomer ● Most importantly, you must have a clear call to action on your socials and website ● Communicate your brand’s values and benefits across all platforms ● You should be sure to remind people what they already know because some might not know what you assume they do ● In this step, you are able to improve people’s wellbeing while also selling your product/service
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  3. Experience theProduct or Service ● Before modern technology, you would have to commit to buying a product before experiencing it, but now that has changed with technology ● For example, Netflix providing free trials ● Building a customer experience is important ● You can do this by allowing the consumer to trial the product or service ● You can also do this by just providing an exceptional user experience through your website and communication
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  ● When youwalk into a Sephora you know that you can try the products and get advice from the staff ● Sephora also has a Youtube channel in which they make makeup tutorials ● They provide a whole customer experience
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  4. Engage TheCustomer ● All three steps prior setup the framework for this final step: engaging the customer ● By engaging the customer you are hoping to build a relationship and have them as a loyal customer ● Through being active and providing value on social media, you can get your consumers to actively engage with your content ● Example: When IHOP “rebranded” to IHOB on social media and increased engagement by 6,000+% ● You must be careful against negative engagement, keep content positive and try not to engage with negative users
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  Works Cited Mcgraw Hill.“Foundations of Marketing.” Digital Marketing: Online Social and Mobile. p. 85-89