The Digital Engine Model

In the first chapter of Level 1, we introduced you to The Digital Engine model. In this chapter, we will return to this model in order to make the theory more concrete now that you have experienced the full strategic and tactical operations of this course. By returning to the theoretical model now, we hope that you will connect the why, what, and how of inbound marketing to these processes in order to solidify our working model into your rote memory. We hope these skill sets are becoming ingrained into your understanding and application of a technological marketing stack in order to make you a dynamic and experienced digital marketer. To attempt to bring your entire experience full circle, this chapter is dedicated to connecting all the final dots. We start with a review of the mechanical engine, how it works and why it is important in understanding how inbound marketing works. Then we connect this metaphor to business and marketing communications. We explain how The Digital Engine works within this framework. Next, we take you on a small journey from beginning to end. We show you all the steps that you have learned and how together, inbound marketing generates leads and works to turn those leads into profitable forward motion in the marketplace. Finally, we finish our courseware with visionary inspiration, a final assignment to help you conceive how to move this project forward for yourself. We challenge your entrepreneurial spirit and ask you to envision a world where you can have generational impact.

LEARNING OBJECTIVES

• Re-examine the Digital Engine Model’s theory and application.
• Learn the engine metaphor more thoroughly and why it is important to remember.
• Understand how the engine parts are connected to the inbound marketing process.
• Recall the theoretical reasons for connecting your marketing stack components.
• Visualize how to synchronize your inbound marketing process into the future.
• Explore what you will do with your project past the end of the course.

Below you will see the content for this final chapter. Your final assignment in this course is completely from your imagination, and should be a fun exercise in considering your practicum into the future. With this fun assignment, we encourage you to focus heavily on completing your practicum campaign. Run the race to the very end and try to finish as strongly as you can. This is your last chance to hit all of your expected hurdles, including blog posts, social posts, emails, goal funnel conversions, and CRM imports. Let’s go! Finish strong!