Marketing plan integrating the RACE Framework alongside PR Smith's SOSTAC® planning model

Given the increasingly omnichannel nature of marketing today, applying an effective, data-driven approach to your marketing strategy is more important than ever. But it can be difficult finding a structure that works for your team and integrates your objectives across your customers' journeys. That's where SOSTAC® and the RACE Framework come in. For marketers looking to rapidly grow their businesses through an insights-driven, efficient and streamlined marketing strategy, we recommend utilizing the Smart Insights RACE framework to get started. This popular structure enables marketing managers and teams to critically evaluate each stage of their marketing funnels across the customer lifecycle of Plan - Reach - Act - Convert - and Engage. SOSTAC® is another widely used tool for marketing and business planning.  The positioning of the SOSTAC® planning model divides up the close working that agile digital marketers seek to create…

Hold the gimmicks. Social media marketing in 2022 is all about your customer. Our top 5 trends will set you up for YOY success

As marketers, we're always scanning the digital landscape for new opportunities to benefit from our customers' changing behaviors online. Social media marketing trends today, like the trends we see in many popular digital channels, are undergoing rapid transformation due to increased usage and user expectations. This article looks at the top 5 social media marketing trends recommended by experts in the field. You will find trend analysis, examples, tools, and training recommendations to help you implement new innovations in your social media strategy.

What are the top social media marketing trends for 2022?

We asked 5 digital marketing experts and the verdict is in - all our 5 social media marketing trends revolve around one very important theme: Your customer Distract them Find out more about them Support their values Collaborate…

How to utilise QR codes for a better marketing strategy that reaches, engages and converts your audience

In the introduction of better and faster technology, people are now using their devices more than ever. It’s all about accessing everything in a snap and getting the information across from one person to another or from a business to a consumer. One of the trending channels in the marketing industry is the QR code. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] QR (Quick Response) Codes can be read and understood by mobile devices. Marketers have used this in billboards, magazines, web pages, and any other marketing material. QR codes can provide more information about the product or service without a sweat, and the information quickly goes to the user’s device. Basically, QR codes promote interaction and engagement through…

5 steps to transform your B2B manufacturing marketing strategy

The aim of business-to-business (B2B) manufacturing marketing, is to connect your manufacturing company with wholesalers and distributors, ensuring your customers obtain your product. B2B marketing has become almost identical to B2C (business to customer) marketing due to the customer conducting more thorough research during the sale process, and more notably, expecting a more digital experience, especially in the industrial and manufacturing industry with 67% of purchases being influenced by digital marketing. A model that B2B manufacturing marketing professionals can utilize is the RACE planning system, which covers the full customer lifecycle, including paid, owned, and earned inbound marketing activities. (Plan) > Reach > Act > Convert > Engage It can be used to identify improvements to your customer lifecycle by generating awareness to build your audience, encouraging interaction, lead generation, purchase, and then loyalty. Here’s how each component…

9 pointers for strategic marketers to implement and benefit from cross-channel marketing

What is cross-channel marketing?

Cross-channel marketing is a customer-focused digital marketing technique used by marketers globally to provide an integrated experience across all paid, owned, earned media, and digital experiences. It is a powerful way of designing your marketing strategy and implementing data and analysis to create omnichannel customer journeys towards your goals. Implementing a cross-channel marketing strategy can be a little intimidating. You need to take care of multiple channels while designing your campaigns. Keeping track of every campaign and integrating their analytics is certainly not an easy task. That's where our RACE Framework comes in. So, before we dive into cross-channel marketing, let’s take a moment to assess your business' marketing needs. Did you know you can book a free 1-2-1 membership consultation to discuss your objectives in the context of our omnichannel…

How has the definition of branding evolved to reflect the modern business context?

If you type ‘what is branding’ into a search engine, you’ll be presented with two choices: “making a mark with a branding iron” Or, “creating a distinctive design to promote a product or service” Branding in today’s world is not just about standing out, but about creating a truly consistent omnichannel experience across all customer touchpoints. To achieve this, it means fully integrating brand strategy across every customer interaction, not just about creating aesthetically stable collateral. To outpace competitors in the current business climate, branding requires a data-driven, customer-focused approach to marketing. Our marketing tools and templates help you build a winning marketing strategy that supports your business objectives and boost revenue. What's more, all our marketing strategy resources are integrated across the RACE framework to drive the results you need to reach your goals. …

Looking for new ideas for how to market your Software as a Service (SaaS) business? Refocus and restructure your marketing with the RACE Framework

RACE focuses on how to improve your marketing across the full customer lifecycle from creating awareness to build an audience, encouraging interaction and lead generation, to purchase, and then customer loyalty. When looking at how to market Software as a Service (SaaS), it’s important to use the most up-to-date marketing methods to reach your key demographic and generate maximum revenue at each stage of the customer journey. REACH > ACT > CONVERT > ENGAGE The RACE Framework is used in SaaS marketing as a structure to cover the paid, owned, and earned inbound marketing activities to encourage purchase. The initial plan for how to market SaaS should: Create an integrated digital strategy as a roadmap for future growth Define the resources…

How to take a strategic approach to your healthcare marketing planning in 2022

Over the last 18 months, the healthcare sector has gone through a period of rapid change. The COVID-19 pandemic has had a profound impact on the way that people think about and interact with healthcare providers and provides many new healthcare marketing opportunities for businesses. Healthcare marketing refers to the marketing strategies healthcare providers, insurers, suppliers, and advocacy groups use to attract new patients and increase awareness of their healthcare business. Earlier in the summer, we outlined some of the marketing trends that the healthcare sector is experiencing. Some of the key trends from Smart Insights’ pharma and healthcare marketing trends report included:

The consumerization of healthcare

The consumerization of healthcare is the trend of people influencing and controlling their medical and wellness care. It’s an acknowledgment of the need for healthcare providers to develop strategies that fulfil customer needs and preferences. Healthcare…

A selection of case studies, examples, and best practices from fintech companies around the world

Like many sectors, the financial services industry is going through a period of disruption. New, digital-first brands and services are making waves and digital has heightened customers’ expectations of service. The 'Amazon effect' means that we now demand better and quicker customer service in an age of instant gratification. Ten years ago I remember visiting a branch or struggling to make a transaction online. Today, I can access everything I need on my mobile quickly, easily, and efficiently.

The rise of fintech

The ongoing growth of fintech is also a major factor for the changes taking place across the sector. Fintech is a combination of technology and financial services that’s transforming the way financial businesses operate, collaborate, and transact with their customers, regulators, and other stakeholders. All types of companies, from startups and tech companies to established firms, are…

Examples of how SMEs can use Porter’s 5 Forces to assess marketplace viability

Right now, Porter's 5 Forces is the most useful tool for owners and managers to stay one step ahead of the competition in a challenging market. The Porter's 5 Forces model has always been popular with SMEs in particular, looking to invest for growth and manage risk to their limited resources. Earmarked as the best marketing model to help small businesses analyze the competition in the marketplace, balancing these 5 forces is a must for your 2022 marketing action plan.

What are Porter’s 5 Forces?

Porter’s 5 Forces is an analytical model that helps marketers and business managers look at the ‘balance of power’ in a market between different organizations on a global level, and to analyze the attractiveness and potential profitability of an industry sector. Competitive rivalry Threat of substitute products Bargaining power of buyers Threat…