The 4E framework for digital marketing

I discuss the 4E Framework for digital marketing. This includes exciting the customer, educating the customer, experiencing the product/service, and engaging the customer.

1. The 4E Framework for Digital Marketing By Belle Williams

2. What is digital marketing? Digital marketing - all online marketing activities , which includes digital assets , channels, and media, spanning not just online but also social media and mobile marketing

3. What is social media? 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

4. What are the Four E’s? Excitement: exciting customers with relevant offers Education: educating them about the offering Experience: helping them experience products directly or indirectly Engagement: giving customers an opportunity to engage with the digital marketing activities of the firm

5. Excite the Customer 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.

6. By utilizing features like hashtags, brands can get the consumer excited and engaged!

7. 2. Educate the Customer 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

8. 3. Experience the Product 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

9. W hen you walk 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

10. 4. Engage The Customer 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

11. Works Cited Mcgraw Hill . “Foundations of Marketing.” Digital Marketing: Online Social and Mobile . p. 85-89