The RACE Digital Marketing Planning Framework

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

Reach

prospects & customers

Act

Achieve interaction

Convert

to Lead or sale

Engage

through 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

Good
Analytics

Managing digital marketing

Strategy:How can we achieve our goals?

Segmentation and targeting

Brand positioning and value proposition

Engagement and content strategy

Integrated multichannel communication strategy