Chapter 4: Introduction to Digital Strategy

Overview

In this chapter, we discuss some key vocabulary associated with digital marketing, covering concepts such as inbound and outbound marketing and paid, owned, and earned media activities. We then turn our attention to the framework we are going to cover for the rest of the semester, the RACE framework. We briefly cover the four stages of the framework before turning out attention to how to link persona, journey, and strategy. We conclude the chapter by understanding how the RACE framework can support competitive analysis.