RACE Model
What does the “R” in RACE stand for?
Reach
What does “Sell” represent in the 5S framework?
Increasing sales
What are the three stages of the digital strategy framework?
Opportunity, Strategy, Action
What does “banner blindness” mean?
Users ignore online ads
In the RACE model, which stage focuses on encouraging interaction (clicks, visits, sign-ups)?
Act
Which S focuses on improving customer service?
Serve
In which stage do companies evaluate digital marketing performance?
Opportunity
What causes “technology challenges” for digital marketers?
Constant platform updates and new tools requiring new skills
Give one example of a “Convert” action.
Any valid: purchase, booking, subscription, completing a form.
Give an example of “Speak” for a business online
Any valid: responding to comments, newsletters, social media DM replies
What is a customer value proposition?
A clear reason why a customer should choose your online channel.
Why is monitoring competitors important in digital marketing?
Because competitors can change bids/ads quickly, impacting performance
Why is the “Engage” stage important for long-term business success?
It increases customer loyalty, retention, and repeat purchases.
What is the meaning of “Save” in digital marketing?
Reducing costs through digital tools (ex. digital receipts, automation).
Mention two analytics tools used to evaluate current digital performance.
Google Analytics, Meta Insights, email analytics, SEO tools, etc.
What is “data paralysis”?
Having too much data and no clear way to make decisions
Describe a full customer journey across all four RACE stages for any brand of your choice
Example of Reach → Act → Convert → Engage.
Explain how a brand can use “Sizzle” to make its digital presence more exciting.
brand storytelling, emotional content, strong visuals, etc.
In which stage (Opportunity, Strategy, or Action) do companies define the digital communications mix (choosing channels like email, SEO, social media)?
Strategy
Which digital challenge describes teams working separately without sharing information, causing customer experience problems:
A) Data Paralysis
B) Silos
C) High Cost
D) Banner Blindness
B) Silos