Digital Marketing Template
Digital Marketing Template
Digital Marketing Template
RACE Planning: Your companion to creating or updating your online marketing strategy
it useful when creating or refining your plans to All businesses need an agile approach to improve.
make better use of the fantastic opportunities Our unique RACE planning framework, shown on
available from digital marketing. Its a short the next page, is divided into 25 key optimisation
sample of our in-depth actionable advice for activities explained in our member resources.
marketers including 7 Steps guides; marketing
templates and online training courses. We believe that businesses need to first define
a separate digital plan to quantify the case for
Q9
Our recent research showed that shockingly,
Does
1
your organisation investment in digital marketing and change your
have a clearly defined
many organisations are doing digital marketing, approach to managing digital marketing. Then
digital marketing
but they dont have a strategy. The reality is that
strategy?
move to a better integrated approach where its
part of your marketing strategy.
1
Smart Insights Managing Digital Marketing
research report u (available to all members)
1. Review digital marketing capabilities Select target market segments and personas.
Define digital targeting approaches
2. Analyse performance using KPI dashboards
after customising analytics for your business Define your online value proposition (OVP)
including review of business and revenue
3. Summarize customer insight in customer model, brand positioning and integration with
personas and customer journey maps traditional channels
4. Audit brand and benchmark competitors Review marketing mix for online options for
5. Review influencer outreach, co-marketing the 4Ps - Product, Price, Promotion and Place
and intermediaries
6. Define SMART objectives with conversion ACTION
spreadsheet models to quantify opportunity Implement and manage digital marketing
communications
Op
ti
portunity
OPPORTUNITY, STRATEGY AND ACTION
SMART objectives paid, owned and earned media
Activities to optimize Act: Using content marketing and persuasion
Your Digital Plan will be more believable if you
Defined deliverables to prompt brand interaction and leads
have SMART objectives for each part of the
RACE customer lifecyle. Convert: Use conversion rate optimization to
y boost online and offline sales
Use summary tables to clearly link your 2 Strateg
Engage: Develop customer loyalty and repeat
strategies, KPIs and actions as shown in our
sales
Example Digital Marketing Plan - download u
OPPORTUNITY
ACTION
Identify best options to increase lead
Manage content marketing and lead
conversion
generation
RECOMMENDATION
Review customer journeys for desktop-mobile
DEVELOP A CONTENT MARKETING STRATEGY visits using analytics and feedback tools Create campaign plan, editorial calendar and
outreach plan
Review social media and mobile marketing
A content marketing strategy will integrate your Create content assets including video
platform engagement
online communications to fuel lead generation marketing
and power inbound marketing to grow your Define goals, events and dashboards for
measuring customer interactions Improve landing pages and site page
reach
templates. Personalised onboarding.
OPPORTUNITY ACTION
Review potential to increase customer Implement online customer
RECOMMENDATION activity levels communications plan
Create a Customer Lifecycle Review customer loyalty using RFM
Communications Plan Implement or refine personalization rules on
analysis for interactions and sales. Quantify
desktop and mobile sites
incremental revenue potential
Map all customer touchpoints to create a Customer onboarding including event-trig-
plan to use Marketing Automation to deliver
Review customer satisfaction drivers gered personalized emails and enewsletters
personalised relevant messages by Email, Social Review effectiveness of customer Manage social media and email campaigns for
Media and Web. communications
customer engagement and advocacy
RECOMMENDATION
Review your Digital Marketing Capability and Benchmark your digital capabilities
RACE PLANNING WORKBOOK
your Personal Digital Skills. compared to your competitors Rapidly create a Digital Marketing Plan using our
Were big fans of scoring the current digital Word template for Expert members. Get detailed
See how you stack up against others with our marketing capabilities of a company, so you can advice on how to complete it with our companion
simple 5 minute assessments for each part of show your colleagues how your digital marketing online course on RACE Planning.
RACE planning system. activities rate now and how they need to be
improved in future. This is a core technique VIEW WORKBOOK u
View our free Digital Healthcheck u for arguing for additional investment in digital http://bit.ly/smartworkbook
Available to all members in our Digital Marketing marketing and for reporting on progress.
Strategy Toolkit (when signed-in)