4. Digital marketing revolves around the 4E
framework. To be successful, companies must
• Excite customers with relevant offers
• Educate customers about the
offerings
• Offer them a chance to experience
products, either directly or indirectly
• Allow customers to engage with the
companies digital marketing activities
4E framework of digital
marketing
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5. Exciting
your customer
Many companies use a variety of apps, social
media platforms, loyalty programs, website
interactions and email alerts that include
personalized offers, with the hopes of
exciting its customers about newly releasing
products or upcoming deals.
“To excite customers, an offer must be
relevant to its targeted customer.” (pg 85)
Relevancy will be the driving force of creating
customer loyalty.
6. Why are these tools successful?
When the content a customer is searching for, offers an incentive for shopping with a
specific company, this drives the customer’s loyalty to continue shopping with the
company.
When customers visit a companies website, often times that company will
offer discounts when you sign up with your email.
This then offers an incentive for the customers first time shopping and
adds them to the email list of the company.
Which the company can then use for their marketing reach for future
promotions and encourages the customers loyalty to continue shopping.
7. Educate
the customer
While customer loyalty is imperative, educating them on the value of a
companies goods or services is also equally as important.
A clear “call to action” and communication of the offered benefits, can expand on
the overlapping supplication of meeting a customers need, while also selling the
concept, good or service of the company. Whether this be in stores, online, or
via social media platforms, clarity is key.
“Some of the information may be new, but in some cases, education is all about
reminding people what they already know.” (pg 85)
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8. educates their customers on their impact and how the customer can be actively
involved, in the companies mission for communal and global outreach
Toms
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9. Experience
to customers can look different across different platforms.
• Whether it be the option to see what a piece of furniture will look like in your home before
purchasing it like the Amazon app offers, watching a YouTube video on how to apply a
cosmetic that you already own like Sephora offers, or physically seeing how an expensive
handbag will compliment your everyday outfit like can be done in any high end retailer,
experience can vary.
• Experience can also be addressed with the interaction a customer has with in-store
employees or online and virtual customer service. Both of which are highly important to
customer satisfaction. Even if they are unhappy with a products performance, the
experience they have with the customer service team, will again impact customer loyalty.
• Many companies will ask for customer feedback that can be publicly viewed on the
companies website. This then offers potential and future customers, the option to shop,
based on other’s experiences. This then relates to the Connection Effect which outlines the
satisfaction of the humans’ innate need to connect with other people.
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10. 10
Successful retailers will draw
customers in with new merchandising
displays, aesthetically pleasing visuals,
and locational benefits like being within
walking distance from a coffee shop or
the closest parking garage.
All of these benefits, add to the overall
customer experience and will help to
pivot on the loyalty of a customer
returning the the business.
11. Engagement
requires action because of the potential for a relationship, loyalty, and commitment.
Using media tools like blogging, microblogging, social media platforms like Instagram,
Twitter and YouTube all require action from the company to be engaging with potential
customers. Be that through consistent content creation, replying to comments, tweets,
and email inquiries, engagement will be a turning point for companies reputation.
Engagement can also be inclusive of customer feedback with regard to product
launches or the opinions on what customers want to be seeing next from the company.
Negative engagement however, can be more detrimental that positive engagement can
be beneficial. Companies must constantly be researching their analytics, new trends
that will be surfacing within the coming seasons, and platforms that can be utilized to
make their name known. If not, companies run the risk of becoming irrelevant in their
market and forgotten about.
12. Positive Engagement Examples
While positive engagement does not just include positive feedback like in the photos from American Airlines, it also inclu
13. Negative Engagement Examples
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This companies lack of communication after controversial
remarks made after the first launch of their brand, created a
lack of loyalty and trust between the company and the
customers they had hoped to serve.
