Chapter 3

Question 1

What is the 4E framework of digital marketing

Answer 1

ALL TO INCREASE CUSTOMER LOYALTY AND PROFIT

EXCITE the customer
Make offers relevant (personalize information)
Draw the customer in
Location based messages

EDUCATE the customer
Communicate your value proposition benefits
Provide new information or remind them of what they already know

EXPERIENCE the product or service
Simulate real life experience or provide trials
“Try a month-long free trial”
Watch a movie trailer to get a snippet of the film
Provide vivid information (how the product/offering works)

ENGAGE the customer
Interaction with content
HOLY GRAIL of 4 E’s
Positively engaged consumers lead to more profit
Engagement can also backfire (united airlines breaks guitars video example)

Question 2

What are the 7C’s of online marketing

Answer 2

1. Core goals
   what do you want to achieve?
2. Context elements
   design, navigation
3. Content
   text, graphs, video, audio, visual
4. Community
   provide ways for customers to share opinions/ideas
5. Communication
   clear, helpful and meaning content to communicate message
6. Commerce
   mechanisms through which customers can buy online or direct them to where they can (stores)
7. Connection
   mechanisms for engagement in 4 E’s

Question 3

What are the 5 drivers of social media engagement

Answer 3

1. Information effect
   relevant information is spread by firms or individuals to other members of the social network
2. Connected effect
   Experience of felt connection that satisfies humans innate need to connect with other people
3. Network effect
   Each post is spread instantaneously across all of a posters connections
4. Dynamic effect
   Information is exchanged through dynamic, back & forth communications
   People flow in & out of your network
5. Timeliness effect
   24/7 interaction (always have access)
   Firms must engage at right time and place

Question 4

What are the 3 components of a digital marketing strategy

Answer 4

1. Listen
   gather information about customers, opinions, interests, and purchases
2. Analyze
   page views, hits, click paths, conversion rates, bounce rates = amount of traffic
3. Do
   use data for personalized offers

Question 5

What is the difference between a hit and a page view

Answer 5

Page view: The number of times an Internet page gets viewed by any visitor

Hit: A request for a file made by web browsers and search engines. Hits are commonly misinterpreted as a metric for website success; however, the number of hits typically is much larger than the number of people visiting a website.

Question 6

What are 4 factors to consider when thinking about partnering with an influencer

Answer 6

1. Relevance
2. Reach
3. Response
4. Return