{"id":326,"date":"2020-09-23T10:44:31","date_gmt":"2020-09-23T14:44:31","guid":{"rendered":"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy\/"},"modified":"2023-01-28T11:14:33","modified_gmt":"2023-01-28T16:14:33","slug":"introduction-to-digital-strategy","status":"publish","type":"chapter","link":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/chapter\/introduction-to-digital-strategy\/","title":{"raw":"Introduction to Digital Strategy","rendered":"Introduction to Digital Strategy"},"content":{"raw":"

Overview<\/h1>\r\nIn 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.\r\n
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Learning Objectives<\/p>\r\n\r\n<\/header>\r\n

\r\n\r\nUnderstand key terms associated with online strategy, the objectives of the four stages of the RACE framework, how it links to personas and journeys, and how to use it to support competitive analysis.\r\n\r\n<\/div>\r\n<\/div>\r\n

Inbound and Outbound Marketing<\/h1>\r\nInbound and outbound marketing represent two broad approaches to connecting with consumers. Inbound marketing<\/strong><\/a> aims at bringing visitors \u201cin,\u201d drawing them to your company via, typically, content marketing, social media, and well-optimized websites. In this first approach, consumers find you because you represent them.\r\n\r\nOutbound marketing<\/strong><\/a> is what we typically think of when we think of advertising: the promotion of products or services through advertising and promotions. In this case, a message goes \u201cout\u201d from your company and stops consumers in whatever they were doing (e.g., a consumer is \u201cstopped\u201d by an ad when scrolling on Instagram or reading their Facebook feed; they are stopped by an ad at the start of a YouTube video, or they are stopped by an ad which cuts a newspaper article or a blog post in two).\r\n\r\nInbound marketing is also associated with permission marketing<\/a><\/strong>, where advertising is welcomed because permission to be advertised to has already been obtained and advertising is anticipated (e.g., email marketing), and t<\/strong><\/span>wo-way communication<\/strong>, meaning that there can be an interaction between consumers and the brand (e.g., consumers can comment on social media posts and on blog articles). A few further characteristics of inbound marketing are that it is<\/span>\r\n