Streamline your planning and measurement of digital marketing with the RACE Framework and growth process

We created the RACE Framework and growth process to help marketers and business owners plan and manage their digital marketing strategy in a more structured way. To explain and fully define the scope of 'What Is Digital Marketing?' we created this popular infographic structured around the RACE Framework of plan, reach, act, convert and engage. It shows the key measures to set targets for and evaluate at each stage of the funnel.

[si_guide_block id="5676" title="Free digital marketing plan template" description="Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today"/]

Why and when was RACE developed?

Dr. Dave Chaffey created the RACE framework in 2010, when we launched Smart Insights…

Structure your next big marketing campaign using the 5-step RACE Framework to inform your strategy. Integrated across plan, reach, act, convert and engage, our marketing solutions are proven to win more customers and accelerate your ROI

Have you got an up-to-date marketing campaign planning process? Creating ad-hoc campaigns, or re-using previous successful approaches, can be the time-saver you need to get a new campaign up and running. But, without understanding the wider PESTLE issues before planning a campaign, you could target the wrong audience with incorrect messaging, or even cause offense. Keep reading for examples of marketing campaigns that do just that, plus our recommended tools for your marketing campaign PR management.

What is the RACE Framework?

The RACE Framework supports managers and marketers to integrate all their key channels and tactics into one plan. Apply the RACE Framework to streamline your marketing strategy today, so you can clearly track and manage your campaign…

What is PR Smith's SOSTAC® marketing planning model, what is the RACE Framework, and how do you use them to win more customers?

If you don't know PR Smith's SOSTAC® model, it's worth getting to know if you're involved with planning marketing strategies or campaigns. SOSTAC® was voted the third most popular model in the CIM poll on marketing models because it's easy to remember and it makes it easy to structure plans for different planning activities. So, whether you're creating an overall marketing or digital marketing strategy or improving individual channel tactics like SEO or email marketing SOSTAC®, is your friend. In this article, we will talk through applying the SOSTAC® planning model to your marketing strategy, with the RACE Framework. [si_blog_banner_cta]

What is SOSTAC®?

SOSTAC® is a planning model, originally developed in the 1990s to help with marketing planning by PR Smith, who is my co-author on Emarketing…

Review how to integrate digital marketing into your marketing team's structure through Digital Transformation

The latest Smart Insights research study shows how common Digital Transformation projects or programme are today with 30% already having a programme up & running and 31% planning to within the next year. Yet, digital transformation doesn’t occur overnight. There are a series of steps to go through to get there and the critical factor is the staff. Imagine a world where your Digital Working Party, Digital Group, or Digital Collective is in place, they’ve had several meetings and agreed on an action plan! What’s next? Let's take look at options and examples of how you structure your digital team. Also, crucially, what does this mean in terms of your marketing funnel? We've got marketing tools and templates to support you in building a strong digital strategy, and structuring your marketing team to get the most…

Three Go-to-Market models to help you strategize, plan and deliver

Business and marketing go-to-market strategy is an essential component in the delivery of any successful product, service, or promotional launch/campaign. We’ve written extensively at Smart Insights about the importance of defining a target audience, producing a clear value proposition and optimizing the right marketing mix; just three elements of good marketing strategy to help ensure brands create a competitive advantage, deliver value for customers and generate profit for the business. However, the success of any strategy is dependent on how this is ultimately executed and within this post, I’d like to look at a few different ways this can be brought to life as part of a Go-to-Market (GTM) plan. [si_guide_block id="21479" title="Download our Premium Resource – Business marketing plan guide" description="A marketing plan provides focus, defines the approaches to grow your market share, expand products or move into new markets and ensures you…

Audit your content and SEO with our content strategy tool to get more from your content marketing

One of the biggest appeals of digital marketing is that it's data-driven - we can readily review the effectiveness of our activities and make informed improvements. This is particularly true for using content marketing and SEO to attract and convert visitors to lead or sale. Yet, the tools that are available within analytics to help us visualize and optimize our content haven't really changed since I've been involved in digital marketing. If you dig into the Behaviour reports in Google Analytics you still see long lists of Top Content and Landing pages to try to interpret. Using content groups in Google Analytics can help simplify by grouping related content. Although you can sort the lists, it's not easy to identify which content is performing well and can be enhanced and which is under-performing…

AIDA model explained: Examples and tips for using this strategic marcomms planning model the real world

The AIDA model, tracing the customer journey through Awareness, Interest, Desire and Action, is perhaps the best-known marketing model amongst all the classic marketing models. Many marketers find AIDA useful since we apply this model daily, whether consciously or subconsciously, when we're planning our marketing communications strategy.

What is the AIDA model?

The AIDA Model identifies cognitive stages an individual goes through during the buying process for a product or service. It's a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase. It's no longer a relationship purely between the buyer and the company since social media has extended it to achieving the different goals of AIDA via information added by other customers via social networks…

Use the honeycomb model to help inform your social media strategy

Back in 2011, a group of professors from Canada; Jan Kietzmann, Kristopher Hermkens and Ian McCarthy created the Honeycomb Model to review social media effectiveness, looking at reasons why users engage with social media. The idea behind the honeycomb model is that of the 7 key building blocks delineated by the model, companies can select the ones most relevant to their business, and focus their attention on the key functionalities. [si_blog_banner_cta] We created this simple table to help you evaluate each of the seven blocks, so you can decide which ones, and how many, your organization should focus on.

Social media building blocks:

Identity: Data privacy controls and tools for user self-promotion Presence: Creating and managing the reality, intimacy and immediacy of the context Relationships: Managing the structural and flow properties in a network…

The RACE Framework and PASTA model are complementary models for your marketing communications plan, one is strategic and one is operational, get started today to win more customers

Commercial as well as non-profit organizations, routinely confront these typical questions about a marketing communications plan: Do we need social media? How do we introduce our new website? What can we do to publicize our eCommerce Store? How do we introduce our new product? How will our market share rise? These are five commonly asked questions that require marketing and communications expertise. In this article, we will address 2 complementary models for your marketing communications plan - the RACE Framework and PASTA model. Whether it be a strategic plan, a business plan, a marketing plan, or a communications strategy, marketing communication planning requires systematic, step-by-step development that takes into account elements of all the other types of plans. This article describes the PASTA method, a new…

Simon Sinek explains how to use the Golden Circle model to truly differentiate your brand's value proposition when most fail

Leadership expert Simon Sinek is perhaps best known for giving one of the most popular TED talks of all time, which you can view at the end of this post. The Golden Circle theory explains how leaders can inspire cooperation, trust and change in a business based on his research into how the most successful organizations think, act and communicate if they start with why. I think that marketers will find the most value in his Golden Circle model, which helps give focus to how a business can stand out from similar competitors by communicating its differences. I was prompted to check it out after a workshop when discussing the importance of developing a strong digital value proposition as part of a digital marketing strategy a few years ago.…