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Select media investments

Discover three tools to review the effectiveness of different types of media for ‘always-on’ marketing

Module purpose

Selecting effective media requires the marketer to make the right investment choices between paid, owned and earned media to get the results you need.

Use the simple tools in this module to review your approach.

More advanced quantitative forecasting tools and models are covered in our module: Forecast results and ROI for digital marketing activities.

Module structure

  • Objectives
  • What type of media?
  • The importance of selecting the right media
  • Tools for prioritizing media
  • Tool 1: Customer lifecycle-based approach
  • Tool 2: The Marketing Bullseye
  • Tool 3: The content distribution matrix
  • The 70:20:10 rule
  • Test your understanding
  • Summary

Learning objectives

  • Understand the value of combining paid, owned and earned media
  • Prioritize media selected based on different factors
  • Apply the 70:20:10 rule to media investments.

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This module is in the RACE Practical Digital Strategy Learning Path

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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