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Learn how to structure a basic marketing plan for an organisation using RACE

Learn how RACE can transform your marketing strategy

This free guide will explain the thinking behind the Smart Insights RACE planning system. We will specify the 25 essential digital marketing activities that most businesses need to consider including in a comprehensive digital marketing plan. For each part of RACE, we recommend five key marketing activities. These should be assessed as a strategic priority.

Plus, we recommend 'mindtools' or analysis techniques you can use to analyze performance within a workshop.

Research by Smart Insights has shown that many businesses are engaging in digital marketing without a structured plan in place. It’s understandable, since it’s difficult to know where to start. Especially, if you’re unaware of all the potential digital marketing options available and how to best evaluate and prioritize them.

Plenty of businesses don’t have a basic marketing plan or have an incomplete plan. As a result, they could be missing out on opportunities for growth. Without a comprehensive plan, it’s likely you will have:

  • Limited targets without a digital marketing dashboard to guide direction
  • An incomplete roadmap prioritizing always-on digital marketing activities and marketing technology
  • Wasted budget and wasted staff or agency time as people focus on the wrong activities

Effective business and marketing plans are simple to explain and easy for your audience of colleagues or clients to buy into. To help achieve this and learn how to structure a digital marketing plan, this guide explains six pillars or capabilities for successful digital marketing that every business needs to work on improving.


How will the RACE success guide help me and my business?

This guide is structured around the RACE planning system. For each part of RACE, we recommend five key marketing activities which you should consider when creating a digital marketing plan, covering communications touchpoints across the marketing funnel. Plus, within the Plan section, we recommend specific analysis and planning techniques you can use to help select the best strategy and learn what should a marketing plan consist of. This guide has these sections. Introduction The six pillars of digital marketing success Introducing the RACE planning framework Plan Reach Act Convert Engage

Resource Details

  • Author: Dave Chaffey, co-founder of Smart Insights and creator of the RACE planning system
  • Format: Online chart with illustrations and checklists
  • Recommended resource: Our free digital marketing plan template PDF

About the author

Dr Dave Chaffey

Dave is co-founder and content director of Smart Insights. He is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing.

For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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