Exploring Digital Marketing Frameworks & Why They Matter For Your Business
4 minute read
On today’s agenda is digital marketing frameworks. With this blog, I plan on handing you a compass to guide you in your marketing journey – your very own digital marketing framework.
So, let’s get down to it.
Why You Need a Framework: No Map, No Destination
Marketing without a framework is like driving without GPS – you might end up somewhere, but is it where you intended to go? And was that the most efficient route?
Think of a digital marketing framework as your own marketing map, guiding you through the online world. A framework gives you structure, strategy, and a clear path forward.
A marketing framework will help you decide how to action your strategies, and will allow you to define your efforts by ensuring they are measurable, actionable, realistic and time sensitive.
Know Thy Audience
When it comes to digital marketing frameworks, first you’ve got to tailor your game plan based on who you’re trying to reach and how they are expected to engage with the sales process.
What messages resonate with them? What platforms do they use? What action do you want them to take?
All of this and more comes down to your target audience. One of the main distinctions is between B2B and B2C audiences, but remember that you need to be specific because even within the same market, you’ve got different types of customers, like those grouped by age, gender, background, job position, behaviours, or interests.
B2C and B2B Marketing Frameworks
The first important consideration is that the framework is the same for both Business To Consumer (B2C) and Business To Business (B2B) groups. The structure is the same. What changes is the content.
Start by defining the following:
Positioning – how do you want your business and brand to be perceived by potential customers?
Audience – who is your audience? Create personas and for each, identify the features that make them unique. From location through to lifestyle choices and budget, knowing them intimately will allow you to understand which factors might influence their decision making progress in relation to the product/service you offer.
Pain points – what can your service/product solve for them? How are you making their life easier/better?
Call-to-action (CTA) – what do you want them to do? This will change for each stage – it can start from joining a mailing list and go all the way to referring a friend after becoming a loyal customer.
This information is so critical to understand who your customers might be, where you can find them and how you can truly speak a language that resonates with them.
Whether you’re a B2B or B2C business, these will always remain key factors for your business.
Once these are clear, then the framework will take different directions based on your audience:
In the framework, you will identify where your customers are likely to be spending their time online. You can use these channels to find them and guide them through the funnel from top to bottom. Needless to say, the channels with be very different for an e-commerce rug brand vs a mining company.
The messages you use to engage and win over your customers will vary, sometimes quite a bit, between your B2B and B2C crowds. One of the first things digital marketers think about when crafting their messages is identifying the pain points (yes, from a few paragraphs above).
By pinpointing the issues, the messaging for B2B consumers and everyday B2C consumers is likely to take different routes. This is why is so important to figure out “where” to find your audience and “how” to talk to them. Testing is also a great idea in this instance, to find out which messages resonate better with people.
Think of a generator company. A business might want to invest in a back-up generator to ensure their equipment doesn’t stop working in case of a power cut. A family in the countryside might have one to ensure they aren’t left in the dark in case of a power cut. Same (or similar) product, but very different needs! And the CTAs will be just as unique.
Common Digital Frameworks
Curious about different frameworks to rely on? Over the years, industry experts have crafted various digital marketing strategy frameworks, each with its own approach to organising, detailing, executing, tracking, and measuring specific marketing plans. Here are a few of the most common ones:
The RACE Model
It stands for Reach, Act, Convert, Engage.
Reach: Connect with new customers and build brand awareness.
Act: Identify the actions (CTAs) you want the consumer to take.
Convert: Turn a lead into a new customer.
Engage: Build an authentic relationship to transform buyers into brand loyalists.
A straightforward approach that can help identify the best marketing strategies for different stages of the customer journey.
The 7 Ps
This traditional marketing framework details:
Product: Clearly define what you’re selling.
Price: Determine the cost per consumer market.
Place: Identify where and how consumers will make purchases.
Promotion: Share your product message with potential buyers.
People: Involve key players from sales, marketing, consumers to distribution.
Process: Outline how buyers will get the product (delivery, installation).
Physical Evidence: Consider tangible aspects like in-store experience and product packaging.
Pirate Metrics (AARRR)
A modern approach popular in tech and startups, Pirate Metrics focus on new customer journey metrics, including:
Acquisition: How prospects find you (e.g., website traffic, brand awareness).
Activation: How new leads first engage with your brand (e.g., sign-ups, product trials).
Retention: How, where, and why consumers return to your brand.
Revenue: Define how you’ll track revenue and important metrics like customer lifetime value.
Referral: Happy, engaged customers refer your brand. Word-of-mouth marketing through direct referrals is a significant win.