Strategic Plans
Competition is fierce. To win you need to Plan, Manage and Optimize your Customer Experience against defined targets, Smart KPIs and a focused investment in content marketing, digital media and experiences. We base our strategic plans on the comprehensive RACE (Reach, Act, Convert & Engage) Planning System for Digital Marketing.
Why The RACE Framework?
A feature rich website that helps your business establish a strong online presence.
Customer Focused
Follows the established customer experience cycle from creating awareness; generating leads from new prospects; converting prospects to sale online or offline and encouraging loyalty, repeat sales and advocacy.
Practical & Action Oriented
Focuses on tactics you can implement in your digital marketing communications and on your website and mobile apps.
Data Driven
Encourages a data driven marketing approach that defines KPIs that digital marketers should include at each stage for setting targets, reviewing results using analytics and summary dashboards and continuous optimization.
Strategic Plans to Optimize Customer Experience
RACE consists of four steps or online marketing activities designed to help brands engage their customers throughout the customer lifecycle. There is also an initial phase of Plan involving creating the overall integrated digital strategy, objective setting and governance including resourcing up for ‘digital transformation’. These are the Four key features of RACE Strategic Plan.
Reach
Reach is aimed at building awareness and visibility of your brand, products and services on other websites and in offline media in order to build traffic by driving visits to different web presences like your main site, microsites or social media pages. It involves maximising reach over time to create multiple interactions using different paid, owned, and earned media touchpoints. Smart use of inbound marketing techniques such as search, social media, content and email marketing are vital to get the cut through you need to drive Reach.
Act
Act is short for Interact. For most businesses, the main aim of Act is to generate online leads that can then be nurtured on the ‘path-to-purchase’. It’s about persuading site visitors or prospects to take the next step, the next Action on their customer journey when they initially reach your site or social network presence. It may mean finding out more about a company or its products, searching to find a product or reading a blog post. You should define these actions as top-level goals of the funnel in analytics
Convert
This stage is simply aimed at conversion to sale, either in online and/or offline channels since RACE is a multichannel or omnichannel marketing framework. It involves getting your audience to take that vital next step which turns them into paying customers whether the payment is taken through online e-commerce transactions or offline channels.
Engage
Aimed at long-term customer engagement and communications that is, developing a long-term relationship with first-time buyers to build customer loyalty as repeat purchases using communications on your site, social presence, email and direct interactions to boost customer lifetime value. It can be measured by repeat actions such as repeat sale and sharing content through social media. We also need to measure the percentage of active customers (or email subscribers) and customer satisfaction and recommendation using other systems.
