Follow the RACE planning system to marketing success in 2013 and beyond

Follow the RACE planning system to marketing success in 2013 and beyond

Our advice is structured using the RACE planning system to help you focus on the marketing activities you need to review and improve. The infographic explains RACE and then you can learn more from our free hub pages on key digital marketing activities available from the interactive map at the end of this page.

Learn more about how Smart Insights Expert members use our resources to improve their skills and results for their companies or clients.

To take your digital marketing to the next level we recommend our free interactive digital marketing health check which will help you review and improve your approach.

To learn more about best practice in digital marketing from our free Hub pages, click on a tactic in the interactive map below.

The RACE Planning Framework

Key digital strategies: How do we want to grow our online business?

• REACHprospects & customers
• ACTAchieve interaction
• CONVERTto Lead or sale
• ENGAGEthrough time

Marketplace analysis: How well are we using digital media now?

• Audience and customer analysis
• Competitor benchmarking
• Online partner analysis
• SWOT: Own digital marketing review

Objective setting: Which goals and KPIs should we use?

• Vision and mission setting
• Goal setting and evaluation
• Google Analytics
• Managing digital marketing

Strategy: How can we achieve our goals?

• Segmentation and targeting
• Brand positioning and value proposition
• Engagement and content strategy
• Integrated communication strategy

Tactics: Which digital marketing activities do we optimize?