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MBA Module: Digital Marketing

Week 1

Digital Strategy & The Customer Journey

From business goal to marketing objective.

Today's Agenda

  • The Digital Ecosystem
  • Funnel vs. Flywheel Mental Models
  • Mapping the Customer Journey
  • Key Metrics (CAC, LTV, ROI)
  • Aligning Strategy with Business Goals
  • Project Kickoff: The Digital Sandbox

Part 1: The Digital Ecosystem

Understanding the modern landscape.

The Digital Ecosystem

A network of interconnected channels working synergistically.

Core Principle: Don't treat channels in isolation.
  • Owned Media: Website, Blog, Email List
  • Earned Media: SEO, PR, Organic Social Shares
  • Paid Media: Search Ads, Social Ads, Display

The Reality of Silos

Many organizations run Search, Social, and Email as separate departments.

A customer does not experience your brand in silos. They experience a single journey across multiple touchpoints.

Part 2: Funnel vs. Flywheel

Rethinking momentum in marketing.

The Traditional Funnel

Linear approach. Ends at conversion.

  • Awareness: Top of Funnel (TOFU)
  • Consideration: Middle of Funnel (MOFU)
  • Conversion: Bottom of Funnel (BOFU)
The Flaw: Once a customer converts, the funnel loses all its energy. You have to start over to get the next customer.

The Flywheel Model

Circular approach. Momentum drives growth.

  • Attract
  • Engage
  • Delight
The Advantage: Customers feed back into the system through referrals, repeat purchases, and brand advocacy, lowering future CAC.

Part 3: Mapping the Customer Journey

How a stranger becomes an advocate.

What is a Journey Map?

A visual representation of the process a customer goes through to achieve a goal with your company.

It maps touchpoints (where they interact with you) against their emotional state and intent.

Mapping the Phases

Phase Customer Mindset Marketing Tactic
Awareness "I have a problem." SEO, Organic Social, PR
Consideration "What are my options?" Retargeting, Webinars, Guides
Decision "Who should I choose?" Search Ads (SEM), Email Offers
Retention "Did I make the right choice?" Onboarding Emails, Customer Success

Part 4: Key Metrics & Economics

Measuring what matters.

Vanity Metrics vs. North Star

Vanity Metrics

  • Likes, Follows, Shares
  • Pageviews
  • Impressions

Good for ego, bad for paying payroll.

North Star Metrics

  • Customer Acquisition Cost (CAC)
  • Lifetime Value (LTV)
  • Return on Ad Spend (ROAS)

Metrics that indicate business health.

The Golden Rule of Unit Economics

LTV > 3x CAC

Lifetime Value should ideally be at least three times the Customer Acquisition Cost for a healthy, scalable business model.

Aligning Strategy with Business Goals

Marketing objectives must flow directly from business objectives.

Business Goal: Increase Q3 Revenue by 20%.

Marketing Goal: Generate 500 qualified leads at a CAC of <$50.

Tactic: Launch Google Search campaign targeting high-intent keywords.

Part 5: The Digital Sandbox

Your 8-week practicum project.

Lab Activity: Project Kickoff

The entire course revolves around building and marketing a single live web asset.

The Digital Sandbox

  1. Select a Business: Real local business, startup idea, or service.
  2. Define the Persona: Who is your ideal customer?
  3. Determine the Conversion: What is the ONE action you want them to take?

Deliverable for Week 1

One-Page Strategy Brief

  • Business concept and primary objective
  • Target persona definition (demographics, pain points)
  • Customer journey map outline
  • North Star metric & core KPIs

Due before the start of Week 2.