Module 5: Reach: Generating Awareness and Attracting Visitors
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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 5: Reach: Generating Awareness and Attracting Visitors
Overview In this chapter, we cover the strategic bases associated with the Reach stage. We start...
Reach
Reach is the first stage in the RACE framework. It entails the publication and promotion of conte...
Landing Pages
A landing page is a campaign-specific page distinct from your main website that has one goal and ...
Why Use Landing Pages?
Ad campaigns can aim at building awareness, but they are typically associated with making consume...
Building a Landing Page
A landing page has five basic elements: First, a unique selling proposition (USP), a “unique” ben...
Paid Media Activities
Digital marketers typically advertise online through advertising networks, such as Google AdSense...
Banner Advertising
Banner ads are images or animations that advertise brands, products, and services on websites. Th...
Search Advertising
In comparison to SEO, search advertising entails gaining traffic on SERPs by bidding on keywords....
Social Media Advertising
Social media has become central to most consumers’ lives. In some countries, social media network...
Social Media and RACE
Social media has also become one of the main pillars for advertising, and it can support most of ...
Influencer and Affiliate Marketing
Influencer marketing—a form of social media marketing that capitalizes on people or organizations...
Exercises
As in the previous Chapter’s exercise, you are a fitness center creating a campaign for...