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The Multichannel Marketing Plan Growth Wheel [Infographic]

By Dave Chaffey 20 Jan, 2017
Essential

A process for creating a multichannel marketing plan combining the SOSTAC® and RACE frameworks

At the start of each year we refresh our planning frameworks and the infographics to help visualise them and 2017 is no different. At this time of year, many are reviewing their options for growing their business using improvements to their multichannel marketing.

Our Multichannel Marketing Growth Wheel infographic gives a visual view of key planning activities that are needed as part of the process of producing an integrated digital marketing or multichannel marketing plan.

SOSTAC RACE Multichannel marketing growth wheel

We originally created the Marketing Growth Wheel infographic back in 2012. In his post introducing the infographic, Dan Bosomworth explained:

"Our Growth Wheel uses a standard SOSTAC® approach to planning, but applied to using digital technologies and channels to create growth for a company. It’s based on our experience in planning and implementation for many projects we’ve been involved with over the last 12 years or so. We’ve designed it so that it can work across a range of sectors and company sizes.

At its heart, it’s focused on how to achieve business value through interactions with customers online and offline. The centre of the chart shows the broad goals to consider that can be delivered through effective customer interactions in lifecycle of Reach-Act-Convert-Engage".

We have since updated the growth wheel to incorporate PR Smith's SOSTAC® model more closely and have redefined the main multichannel planning activities of the Smart Insights RACE Planning system included in our Digital Marketing Strategy Toolkit and in PR Smith's How to create the Perfect Digital Plan using SOSTAC® guide.

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of marketing publisher and learning platform Smart Insights. Dave 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 are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. To learn about my books, see my personal site Digital marketing books by Dr. Dave Chaffey. 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. Please connect on LinkedIn to receive updates or ask me a question.

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