Digital Marketing Strategy Fundamentals with RACE and SOSTAC

Lesson 1: The 7Ds of Digital Marketing

Dave introduces the 7Ds of digital marketing, a framework from Chapter 1 of his book. It explains key issues marketers need to consider when creating a digital marketing plan, such as digital devices, platforms, and data.

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Lesson 2: The RACE marketing planning framework

This video explains the RACE marketing planning framework, which helps structure comprehensive marketing plans focused on digital activities. RACE stands for Reach, Act, Convert, Engage, and is used in SmartInsights planning templates.

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Lesson 3: Integrating RACE and SOSTAC® planning frameworks

Dave shows how to integrate two widely used planning frameworks: SOSTAC and RACE. He explains how they complement each other and can be used together to structure a complete marketing plan.

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Lesson 4: Customer lifecycle marketing explainer

This explainer covers customer lifecycle marketing and why it's useful to audit digital communications across the lifecycle. It emphasizes improving integration of paid, owned, and earned media for better customer engagement.

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Lesson 5: Six categories of digital media explainer

Dave breaks down six categories of digital media, each with three sub-types, giving 18 options overall. He explains how to track these in analytics to better understand digital marketing options.

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Lesson 6: Online marketplace mapping

This video introduces online marketplace mapping, a technique to summarize customer journey options during product selection and purchase, especially as mediated by search marketing. It's useful for marketing plans and case study assignments.

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