Digital marketing – it’s not just about the website
Today, the popularity of participation in social media means that how to reach, inter‑
act, convert and maintain ongoing engagement of customers through social networks
is vital to the success of a brand. At each step in RACE you need to think how social
media can help achieve your goals and how you can measure the effectiveness.
RACE is a development of the work by Agrawal et al. (2001) who created a scorecard for
effective conversion marketing, assessed using a longitudinal study analysing hundreds
of e-commerce sites in the USA and Europe. The scorecard is based on the
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