Apa maksud dari digital marketing planning framework
In the latest editions of my books on digital marketing and in our Smart Insights members resources, we feature the Smart Insights RACE planning framework for creating and managing a digital strategy. I originally developed this in 2010 since our research showed that many businesses were using digital marketing, without a strategic approach. Show The idea behind the RACE marketing planning model is to provide a simple structure for companies to develop a digital marketing or omnichannel communications plan which meets the challenges of reaching and engaging online audiences to prompt conversion to online or offline sales. It is structured around the classic marketing funnel with the goals shown in this diagram. I developed RACE since, through many years of helping businesses fathom out how to adapt to the opportunities of digital marketing, I often found out that businesses didn’t have a planned, strategic approach to digital marketing. More recently, our research at Smart Insights has similarly shown that approach half of businesses didn’t have a digital marketing plan. At the same time, I found that marketers I talked to were often keen to develop a plan for digital marketing, but were unsure where to start or how to structure it. There were also challenges of how digital marketing should be integrated with traditional communications planning since many key marketing outcomes still occur offline. RACE is often thought of as a digital marketing planning framework, but I developed it to help integrated digital marketing and traditional marketing activities. Other marketing models such as PR Smith’s strategy process framework SOSTAC® were available, but they didn’t reference the specific digital marketing activities needed to manage key digital marketing activities like search, content, website, email or content marketing. You can learn more about how to apply RACE, SOSTAC® and other models in the free Smart Insights downloads summarizing classic marketing models and digital marketing models. They were created by CIM tutor Annmarie Hanlon in collaboration with us to provide a free reference for students and professionals looking to apply models to businesses. This video explainer from Dave Chaffey explains the thinking behind the creation of the RACE planning framework and gives a different visualisation from the examples in this post. I also have another video explaining how to integrate SOSTAC® and RACE together. Why use the RACE model?Here are the reasons we recommend RACE at Smart Insights and why I think it has become popular with Smart Insights members around the world who have adopted it.
How is the RACE framework structured?RACE consists of four steps or online marketing activities designed to help brands engage their customers throughout the customer lifecycle. There is also an initial phase of Plan involving creating the overall integrated digital strategy, objective setting and governance including resourcing up for ‘digital transformation’.
To summarise RACE Dan Bosomworth, our marketing director at the time and co-founder of the agency First10 created what has become a popular infographic structured around RACE in 2012 and I updated it in 2015 as shown below. It shows the Key measures to set targets for and evaluate at each stage of the funnel. RACE is an omnichannel marketing frameworkAlthough RACE is often cited as a digital marketing framework and it was indeed developed to emphasize the importance of digital marketing interactions RACE and create integrated digital plans, it has always been aimed at managing both online AND offline marketing communications to increase sales through digital AND traditional channels. It’s designed to manage the integration of digital and traditional communications which is a major challenge of marketing today. The Convert stage involves planning both online and offline communications to promote sales either through digital channels and/or physical channels since this form of multichannel marketing is still an important approach in many sectors. This means that it can be applied to all sectors including B2B services and is not restricted to retail e-commerce applications. Learn more about detailed activities to manage within RACETo make RACE actionable within real-world digital marketing activities or ‘Marketing Jobs-to-be-Done’, within our Smart Insights members resources, such as our e-learning, we break down RACE further into 25 key digital communications activities to manage for most types of business, regardless of their size or sector. There are five key activities for each part of RACE. Visit our dedicated page on Smart Insights to find out more applying the RACE Planning Framework including a free downloadable template explaining more about the activities at each stage and our RACE digital marketing dashboard for performance reporting based on Google Analytics goals. You can learn more about how to apply RACE, SOSTAC(R) and other models in our free downloads summarizing classic marketing models and digital marketing models. I also like to credit the REAN (Reach > Engage > Activate > Nurture) framework for web analysts which influenced my thinking back in 2010. It was originally developed by Xavier Blanc and popularised by Steve Jackson in his book Cult of Analytics of which I’m a big fan. |