Module 4: Introduction to Digital Strategy
LICENSE
Understanding the Digital Consumer by Pierre-Yann Dolbec is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
Chapter 4: Introduction to Digital Strategy
Overview In this chapter, we discuss some key vocabulary associated with digital marketing, cove...
Inbound and Outbound Marketing
Inbound and outbound marketing represent two broad approaches to connecting with consumers. Inbou...
Paid, Owned, and Earned Media
We differentiate between three types of media online: paid, owned, and earned. Paid media are me...
Objectives, Goals, and KPIs
Objectives, goals, and KPIs are the next set of concepts we will cover. Objectives represent what...
Strategy and Tactics
Strategy and tactics are the last key terms we need to better understand the RACE framework. Stra...
RACE Framework
Chaffey’s RACE framework is a conversion-based framework. Conversion marketing is a strategic app...
From Persona and Journey to Strategy
As we discussed during the last two chapters, the goals, needs, motivations, and challenges of co...
From a Journey Map to a Conversion Path
A journey map is a visual representation of the consumer journey. The map transforms a rather abs...
RACE for Competitive Analysis
The RACE framework (Figure 4.9; text description) is highly useful in creating a strategy for dig...
Exercises
You are a fitness center creating a campaign for people who want to get back into shap...