Once you know your strategy and are ready to execute it online, you should look at four “layers” of customer experience. These have existed throughout the history of marketing and sit on top of each other. The innovation in tools over time drove improvements in each layer. 

I. Content Layer

In the beginning, there was content. It’s the layer that forms the basis for all marketing throughout history. If you don’t get this right, you’re pretty much done. It can now be created, curated, and user generated.

II. User Interaction Layer

How do you create an experience with which your customers want to interact with your content? It started historically with designs in magazines and newspapers, then TV, and now online. It makes your customer want to read your content.

III. Social Layer

How do you amplify your content and get it in your customer’s hands? First, it was corner store gossip and magazines, newspapers, and TV. Then, it was search engines. Now, it’s social media sharing

IV. Gaming Layer 

How do you reward customers for the behaviors you want with your content? Offline, it’s loyalty programs and frequent flier programs. Online, its badging, points, and virtual currency.

Am I missing any?