Learning Paths

RACE Practical Digital Strategy Learning Path

Learn how to create and implement an integrated omnichannel marketing plan

How will this Learning Path help me and my business?

This structured e-learning activity will help you or your team to implement digital marketing practices effectively within your organization by planning, managing and optimizing your digital media, digital experiences and digital data.

What is a Learning Path?

Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.

Unlike many online e-learning courses, each module is self-contained, so you can quickly access guidance to help improve your marketing activities.

Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.

We appreciate finding time for skills development is a challenge. Our Learning Paths enable training to be bite-sized, engaging and - crucially - results orientated. When combined with our suite of templates, you’ll soon be taking your marketing activities to the next level.

Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)

Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.

Development Objective

Members who successfully complete this Learning Path have the ability to implement an integrated digital strategy and implementation plan as part of a wider strategic initiative.

Learning Objectives

  • Recognising the success factors of an effective digital marketing strategy.
  • Structure a plan using SOSTAC® and the RACE Framework.
  • Define audience personas and assess the customer journey.
  • Review your current digital marketing capabilities and benchmark competitors using RACE and implement the plan through search, social media and email marketing to achieve your goals
  • Define investments in digital customer experience with an online value proposition that improves customer onboarding, growth, service and success.
  • Create a RACE Framework dashboard for digital reporting incorporating Google Analytics goals.

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1 - Practical Strategy – Plan

  • Digital strategy success factors
  • Structure a plan using SOSTAC®
  • Structure a plan using the RACE Framework
  • Create a digital SWOT using RACE
  • Define audience personas
  • Assess audience customer journeys
  • Competitor benchmarking with RACE
  • Set digital marketing goals and objectives
  • Defining Google Analytics goals

Topic 2 - Practical Strategy – Reach

  • Review media performance
  • Select search marketing investments
  • Influencer marketing
  • Paid media investment
  • Define acquisition budget and plan
  • Create a digital marketing reporting dashboard
  • How to use campaign tracking in Google Analytics

Topic 3 - Practical Strategy – Act

  • Improve website customer journeys
  • Define data capture and profiling
  • Define content marketing strategy
  • Define landing pages
  • Define campaign budget
  • Define data capture and profiling
  • Define campaign timeline

Topic 4 - Practical Strategy – Convert

  • Set up email nurture and retargeting
  • Set up ad retargeting
  • Web personalization
  • Multichannel selling
  • Conversion optimization

Topic 5 - Practical Strategy – Engage

  • Customer onboarding and growth
  • Improve digital customer experience
  • Customer service and success
  • Use email to support marketing campaigns
  • Use social media to support marketing campaigns
  • Post-campaign review

Roles who will find this Learning Path useful

  • Company owners and directors working for smaller businesses
  • Managers responsible for increasing the contribution of digital channels in their organization, including Digital Director and digital marketing managers
  • Heads of marketing including CMO, VP of Marketing, Chief Customer Officer, and Marketing Director
  • Digital marketing managers or marketing executives or specialists responsible for email marketing
  • Consultants or agency account managers
Business membership badge icon Starter Membership is required
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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

Explore the modules in this Learning Path

Our Learning Paths cover a vast range of marketing topics, channels and techniques. No matter what you're looking to learn, we have actionable advice and training for you.

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