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Foundations of Digital Strategy

Introduction to Digital Strategy

Overview

Inbound and Outbound Marketing

Paid, Owned, and Earned Media

Objectives, Goals, and KPIs

Strategy and Tactics

Let’s combine the vocabulary we just introduced in an example.

🎮 Crossword: Digital Strategy Terminology

The RACE Framework

RACE Framework

Your goals at each stage are as follows:

R stands for REACH

A stands for interACT

C stands for CONVERT

E stands for ENGAGE

Customer Journeys and Personas

From Persona and Journey to Strategy

Table 4.1 Journey: From Awareness to Post-Purchase

From a Journey Map to a Conversion Path

Create a (Digital) Journey Map

Journey Mapping Exercise for Avery

Competitive Analysis

RACE for Competitive Analysis

Reach

Convert

Engage

Bringing Competitor Analysis Together

Exercises

Social Media Analysis Using RACE

🎮 Pixel Quest: Competitive Analysis Review

Quiz

Quiz 1: Fundamentals of Digital Strategy

Quiz 2: Goals, KPIs, and Strategy

Quiz 3: The RACE Framework

Quiz 4: Customer Journeys

Quiz 5: Competitive Analysis Application

Feedback

Course Feedback Survey

Master the building blocks of modern digital marketing with Digital Strategy Fundamentals: RACE Framework and Customer Journey Mapping. This practical course walks you through the essentials—setting objectives and KPIs, aligning strategy and tactics, and understanding paid, owned, and earned media—before diving deep into the RACE framework (Reach, Act, Convert, Engage). You’ll translate theory into action by mapping real customer journeys, identifying conversion paths, and connecting personas to high-impact channel plans. Along the way, you’ll analyze competitors through the RACE lens and practice what you learn through quizzes and interactive mini-games designed to reinforce retention. By the end, you’ll be able to plan and prioritize initiatives across the funnel, choose the right channels and messages, and measure what truly matters. Whether you’re a marketer leveling up, a founder validating a go-to-market approach, or an analyst sharpening strategy skills, this course equips you with repeatable systems to grow reach, improve conversion, and drive engagement throughout the customer lifecycle.

DM-Part 4: Digital Strategy Fundamentals: RACE Framework and Customer Journey Mapping

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            <p>Navigating the complexities of the modern digital landscape requires more than just a presence on social media; it demands a cohesive strategy built on solid foundations. This course explores the essential components of digital marketing, beginning with the critical distinctions between inbound and outbound methodologies. Participants will delve into the strategic management of paid, owned, and earned media while learning to define clear objectives, goals, and Key Performance Indicators (KPIs). By distinguishing between high-level strategy and specific tactics, learners will gain the vocabulary and conceptual clarity needed to build effective digital campaigns that drive measurable business results.</p>

<p>Beyond the basics, this curriculum centers on the RACE framework—Reach, Act, Convert, and Engage—as a comprehensive model for managing the customer lifecycle. You will learn to map intricate customer journeys and develop detailed personas to better understand the path from initial awareness to post-purchase loyalty. The course also applies these frameworks to competitive analysis, providing tools to evaluate market rivals and social media performance systematically. Through a blend of theoretical insights, practical exercises, and interactive challenges like the Digital Strategy Crossword and Pixel Quest, you will develop the skills to transform raw data into actionable strategic insights.</p>
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