The RACE marketing planning framework
Summary
TLDRDr. Dave Chaffey introduces the RACE planning framework developed by Smart Insights to address the lack of strategic, data-driven digital marketing plans in businesses. The framework aims to provide a structured approach to digital marketing, starting from awareness to engagement and conversion across various channels, including traditional and digital. It covers 25 activities tailored to guide businesses through customer journey optimization, from attracting visitors to nurturing leads and encouraging repeat purchases for loyalty.
Takeaways
- 📈 The RACE planning framework was developed to address the lack of strategic, data-driven digital marketing plans in businesses.
- 🔍 Research by Smart Insights revealed that up to 50% of businesses were not planning their digital marketing efforts, regardless of size or type.
- 📝 The framework provides a structured approach to digital marketing, offering a guide rather than starting from scratch.
- 📊 The traditional marketing funnel model is used to visualize the RACE framework, starting from reaching the audience to purchase.
- 📹 The updated eighth edition of digital marketing includes more detailed visualizations of the RACE framework activities.
- 🌐 The 'Reach' stage focuses on growing awareness and driving traffic to websites or social media platforms.
- 🔑 In the 'Visitors' stage, businesses start to gather data such as device and channel information, but the audience remains largely anonymous.
- 🤝 The 'Act' stage aims to engage visitors with content and encourage interactions, such as subscriptions or downloads, to start building a relationship.
- 🛒 The 'Convert' stage involves nurturing leads through inbound marketing strategies, often using email, towards making a sale.
- 💰 The 'Engage' stage is about post-sale customer communications, focusing on repeat purchases and building loyalty.
- 🔄 RACE is an omni-channel framework, acknowledging that digital and offline interactions both play crucial roles in the customer journey.
Q & A
What is the primary reason Dr. Dave Chaffey developed the RACE planning framework?
-Dr. Dave Chaffey developed the RACE planning framework to address the lack of strategic, planned, and data-driven approaches in digital marketing among businesses, as observed in their research at Smart Insights.
What percentage of businesses were found to be lacking a strategic plan in digital marketing according to the research?
-The research indicated that as many as 50 percent of businesses were not following a strategic plan in their digital marketing efforts.
What does the RACE framework aim to provide that a blank piece of paper does not?
-The RACE framework aims to provide a structured approach to digital marketing, outlining all the options available for businesses to follow, rather than starting from scratch.
How does the traditional marketing funnel model visualize the RACE framework?
-The traditional marketing funnel model visualizes the RACE framework by starting with reaching the audience at the top and moving them down towards a sale and purchase.
What is the purpose of the 'Reach' stage in the RACE framework?
-The 'Reach' stage is about growing awareness, often by driving visitors to a website or encouraging interaction on social media pages.
At what stage in the RACE framework do businesses typically start to understand the audience's identity?
-Businesses start to understand the audience's identity at the 'Act' stage, where the goal is to get someone to interact with the content and engage on a customer journey.
What is the goal of the 'Convert' stage in the RACE framework?
-The goal of the 'Convert' stage is to encourage the audience to take actions such as subscribing to a newsletter, downloading a white paper, or making a purchase.
How does the RACE framework accommodate for the role of human interaction in the sales process?
-The RACE framework includes live chat or sales calls to assist in the conversion stage, acknowledging that human interaction can prompt sales and provide additional information about the product.
What is the final stage of the RACE framework and what does it aim to achieve?
-The final stage of the RACE framework is 'Engage', which focuses on customer communications to encourage repeat purchases and develop loyalty.
How many different activities are highlighted in the RACE framework for businesses to consider?
-There are 25 different activities highlighted in the RACE framework for businesses to consider.
Why is the RACE framework referred to as an 'omni-channel framework'?
-The RACE framework is called an 'omni-channel framework' because it is not limited to digital marketing but also considers the integration of offline interactions and sales.
Outlines
📈 Introduction to the Race Planning Framework
Dr. Dave Chaffe introduces the Race Planning Framework developed by Smart Insights. The framework was created to address the lack of strategic, data-driven planning in digital marketing observed in up to 50% of businesses across various sizes and types. The aim is to provide a structured approach to digital marketing, offering a clear set of options and strategies rather than starting from scratch. The video also mentions the traditional marketing funnel model used for visualizing the framework, which has been detailed further in the eighth edition of digital marketing.
Mindmap
Keywords
💡Race Planning Framework
💡Digital Marketing
💡Strategic Planning
💡Marketing Funnel
💡Awareness
💡Visitors
💡Engagement
💡Conversion
💡Omni-Channel Framework
💡Customer Retention
💡Inbound Marketing
Highlights
Dr. Dave Chaffey explains the development of the RACE planning framework for digital marketing.
The framework was created due to the lack of strategic, data-driven approaches in digital marketing by up to 50% of businesses.
RACE provides a structured approach to digital marketing, avoiding starting from scratch.
Smart Insights offers a traditional marketing funnel model for visualizing the RACE framework.
The updated 8th edition of digital marketing includes more detailed visualization of RACE activities.
The 'Reach' stage of RACE focuses on growing awareness and driving visitors to websites or social pages.
At the 'Visitors' stage, marketers gain insights into the device and channel used by the audience.
The 'Act' stage aims to engage users on a customer journey within the website or mobile app.
Conversion is achieved by encouraging users to subscribe or take specific actions like entering an email for a discount.
B2B marketing uses similar strategies, such as sign-ups for newsletters or white paper downloads.
Inbound marketing allows marketers to nurture prospects towards a sale through email marketing.
The 'Convert' stage involves nurturing through to sale, often facilitated by live chat or sales calls.
The final 'Engage' stage of RACE focuses on customer communications to encourage repeat purchases and loyalty.
RACE is an omni-channel framework, acknowledging the importance of real-world interactions in sales.
The framework includes 25 different activities, most of which are relevant for businesses to consider.
Smart Insights RACE is designed for digital marketing but has applications in various business sizes and types.
Transcripts
hi i'm dr dave chaffee and i'm going to
explain why we developed the race
planning framework
we originally developed this framework
because in our research at smart
insights we saw that a lot of businesses
were doing digital marketing but they
didn't have a strategic planned data
driven
uh approach we saw in our research as
maybe as many as 50 percent of
businesses
were in this category they weren't uh
planning and that was across all sizes
and types of businesses
so we wanted to create a framework that
could be used to
show all the options available
so that rather than starting from a
blank piece of paper uh there would be a
structure that you could follow we hope
in
student assignments as well this may
give you a structure where you're
working with case studies
okay let's take a look
now if you visited smart insights you
may have seen we have a a traditional
marketing funnel type model uh
way of visualizing the race framework so
we start with our our funnel like this
we're looking to reach the audience at
the top
and then move them down the funnel
towards sale
and and and purchase uh in this
visualization which is uh new for the
the eighth edition of uh digital
marketing we've uh managed to put a bit
more detail uh so that you can see the
the activities there at the bottom so
it's a slightly different uh layout so
let's uh step through the different
stages
so you can see we've got the uh the aim
of
each and uh we're recording this during
the um
the proofing stage there's uh the owned
uh typo here which has been uh corrected
so
excuse that there's uh typos can creep
in amongst the 500 pages so we uh
we we checked them carefully
so yeah the the reach stage is about
growing awareness and from practical
point of view often with our digital
marketing we'll be looking to drive
visitors to our website or to encourage
people to visit our uh our social pages
to uh to interact with the content there
of course at this stage the audience is
uh anonymous we don't know much about
who they are when we're reaching them
other than what the uh the information
the publishers can provide and then at
the visitors stage we might know the
device they're on the channel that
they've come from we we only truly get
to know them at the act stage where the
goal is to uh get someone to interact
with the content so not immediately
bounce off the site but to engage them
on a customer journey
within the website or mobile app and
then encourage them to subscribe so the
classic example we look at in the book
is you might have a retailer that pops
a light box offering 10 15 percent off
the
the first purchase if you enter the
email and then an email will go out to
the person who signs up with the uh the
voucher code for that first
purchase and within business to business
marketing you have a similar concept
someone might sign up for a newsletter
or download a white paper look at a demo
and that will
enable the marketer with permission to
to learn a bit more about the uh the
prospect as part of inbound marketing
and then they can nurture the the uh the
audience
through towards sale hopefully and that
that can occur again through email
marketing so the the nurture through
sale occurs at uh
convert and then the final part of
um the process in terms of purchase is
when someone uh signs up to pay online
or offline and um
conversion will have happened and just
to uh to highlight although we developed
smart insights race for digital
marketing
we call it an omni channel framework
because it's it's not purely it's not a
digital um silo people do of course
exist in the real world and often sales
are prompted when a prospect can talk to
someone in the company to learn more
about the product so uh very often we'll
have live chat or sales calls which help
that conversion stage
so the the final part of of race is
engage this is our customer
communications
and this is where
um will
look to encourage repeat purchase and
develop uh loyalty and you can see the
uh the measures to
achieve that the the final um aspect
that i wanted to highlight and is
highlighted in this new uh visual is you
can see that the activities
are
um
highlighted so overall there are 25
different activities but most types of
relevant for most type of businesses
they should consider
these
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