The RACE Digital Marketing Planning Framework

We created RACE to help digital marketers plan and manage their activities in a more structured way since we found that many don't have a well-formed digital marketing strategy. In this post, first published in July 2010 and since updated with a new summary of digital marketing KPIs you should track, we show how you can simplify your measurement and reporting through RACE Planning. You can find more details about applying RACE for Digital Marketing Planning in our FREE RACE digital marketing planning template download. [si_guide_block id="5676" title="Download free digital plan template" description="This template gives you an outline structure and recommendations on the essential features of a digital marketing plan structured using RACE."/] To explain and fully define 'What Is Digital Marketing?' we created this popular infographic structured around RACE in 2012 and updated in 2015 as shown below. It shows the Key measures to set targets…

Our summary of sessions from #Effweek: Using a more insight-driven approach for marketing

This week I attended the main session of the IPA-arranged #Effweek, which is aimed at sharing best practices on improving marketing effectiveness. In this article I'll cover the main themes, report on the new effectiveness research unveiled at the event and give examples from FMCG brands, financial services and telecoms of how effectiveness is managed. The theme of the conference was how to use evidence-based decision-making in our marketing investments to improve value for our customers and business outcomes, particularly for media investments. Now in its second year, the conference theme was closely linked to what we aim to support marketers in achieving through Smart Insights, i.e. harnessing marketing insight to make better decisions by moving from reporting to learning, which is nicely summarised by this Insight-driven marketing visual from the Marketing…

How Personalization, Segmentation, and Optimization work together to create a seamless customer experience

There are three different levels to delivering personalized customer experiences: optimization, segmentation, and 1-to-1 personalization. Many of the ecommerce marketers we speak to are already using one or two of those approaches but haven’t considering how they relate to one another-so we developed a visual we call the Monetate Personalization Pyramid to help visualize the relationships between these three layers. In this article, we’ll talk you through the Pyramid from the bottom up.  If you want to find out more, sign up for Smart Insights and Monetate's Getting Personalisation Right: 10 Best Practices to Improve Conversion webinar. 

Optimization

The base level of the pyramid is optimization. This describes the process of testing different approaches, analyzing the results to identify the top-performing design, and then implementing the winner. You'll know this…

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 those areas. 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. [table id=17 /] In summary, the Honeycomb model is a great framework for considering social media networks but it is not a decision tree and therefore the final decision as to ‘which network…

A review of different methods and models for developing a marketing communications plan

Commercial as well as non-profit organizations, routinely confront these typical questions: 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. [si_guide_block id="5750" title="Download our recently updated Premium Member Resource – Successful SEO Guide " description="This guide is one of our most popular and rightly so. If you get it right, SEO can be a fantastic, relatively low-cost way to drive quality visitors who want to do business with you to your site."/] Whether it be a strategic plan, a business plan, a marketing plan or a communications strategy, their design requires systematic, step-by-step development that takes into account elements of all the other types…

Creating your social media strategy and tactical plan

1 - Building the strategy

noun Strategy / A plan of action designed to achieve a long-term or overall aim. First, you need to understand what a strategy is, and isn’t it. A strategy should define the main aim of your social media presence and set the parameters for what it will deliver and how it will be delivered. It will be supported by a tactical plan that defines how the strategy will be delivered, including the channels, resource and budgets to achieve it. Tip – ensure your strategy is no more than 3-4 pages long. A strategy has to be concise and provide the governing principles that guide the plan. Below is a summary of key content to include in your strategy document.

1.1 - Strategy statement

A short, concise summary of what the strategy is aiming to achieve, broken down into bullet points. Below is an example…

How Marketers can use Google Zero Moment of Truth model

I first had the idea for this blog 2 years ago. Man oh man, take a second to consider how the landscape has changed over the past 3 years… Every other business is an app start-up, Vine withered and died, the leader of the free world uses Twitter to start wars and robots are taking over the feckin’ world.

Yet still, there are plenty of marketers who don’t know about Google’s ZMOT and one thing still remains true: one of the biggest challenges facing marketers today is how to keep up with their customers.

With the above in mind, I thought it was worth refreshing and reposting this blog for those marketers who are still trying to find that sweet-spot between permission-based content marketing and driving conversion online.

Audit your marketing technology stack with the 6Cs to refine its capabilities and prove its return on investment

Do you know the stackies? They're an informal contest arranged by Scott Brinker, creator of the marketing technology vendor landscape where different companies visualise their marketing stacks in different ways. Here are the latest martech stack entries. They're presented in vastly, different ways from this superbly visual example... to this more structured approach of the 5Cs of Martech - which looks like the inspiration for the new 6Cs of Martech featured at the end of this article. You can audit your marketing stack against any of these ‘stackie’ entries. The structure of some of the examples like the second one prompted us to think whether there was a simple, practical way of visualising or…

Reviewing how to integrate digital marketing into marketing team structures as part of 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 an action plan! What’s next? In this series of posts on digital transformation, I’ve looked at what it is, how to start, getting buy-in and catching up with the competition. In this final post, I take a look at options and examples of how you structure your digital team - see this Smart Insights Expert template for more…

Use NPS follow-up insight to convert Detractors and Passives

The ability to quickly gauge your enterprise’s overall health with a single NPS score is useful to let you know whether you need to make any changes. However, a lone NPS score is not enough to tell you what changes you need to make. The Net Promoter Score has become a popular customer loyalty metric, but you need more than a simple measure of the likelihood of receiving customer recommendations to help you identify organizational problems in enough detail to chart a course for corporate success. That’s why the metric’s proponents are now recommending you ‘close the loop’ with follow-up questions that get to the root of your customers’ neutrality or lack of satisfaction.

‘Close the loop’ with a NPS-integrated solution

Enterprises looking to transform their Net Promoter Scores into actionable insight should be considering…

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Digital marketing strategy?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments