Digital strategy success factors
Learn how to define a structure and scope for your omnichannel marketing strategy
Module purpose
Success in digital marketing requires you to review and prioritize from the many digital communications techniques available across the customer lifecycle, from customer acquisition to retention. If you don’t have a planning framework in place, you may miss out on opportunities to grow your business.
In this module, we will show how you can quickly start the process of creating a digital marketing plan by reviewing your digital marketing maturity using the six pillars of digital marketing success across RACE. This will help you identify the key issues you need a strategy for.
We will also introduce the RACE Growth System to explain all the different forms of interactions, and expand on them further in follow-up modules.
Module structure
- Introduction to digital strategy – video lesson with Dr. Dave Chaffey
- Does your business have a digital strategy?
- The RACE Growth System
- Assess maturity using the 6 pillars of marketing
- Review your digital marketing maturity
- Why your strategy must define your always-on marketing approach
- Integrating your digital marketing plan with other plans
Learning objectives
- Review your digital marketing effectiveness and opportunities for improvement using the six pillars of success
- Review your digital marketing maturity
- Understand the importance of dedicating sufficient resource to always-on marketing
Starter or Pro membership is required
This module is in the RACE Practical Digital Strategy Learning Path
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