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You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. As we enter 2015, the latest stats on use of digital media and technology all point to the growing importance of creating a digital strategy. The need for businesses to compete to reach and engage their audiences as they use digital devices is clear and well-established. Yet we know from our Managing Digital Marketing research for 2014 and 2015 that many businesses don't have a digital strategy - only around half of all businesses are using digital media and technology strategically.
To help businesses create or refine their digital strategy, Dan Bosomworth and I created the RACE planning framework to summarise key activities that need to be measured. This infographic gives a brief explanation of each part of the customer lifecycle and highlights the Key Performance Indicators (KPIs) to help review strategy effectiveness. For 2015 we have updated our RACE digital strategy infographic to give a stronger focus on strategy development rather than inbound and content marketing which was more the focus of the original from 2012.
We developed our RACE Digital Strategy framework to help businesses scope out their investment in digital technology and media.
It's one of 10 infographics which are designed to be useful - to help businesses map, plan and manage their digital strategy. If you're not familiar with RACE, these are the four main stages of the customer lifecycle and how a digital strategy and different forms of technology can support businesses to improve the efficiency of the funnel. The marketing funnel remains as the most common way to manage customer engagement and to set targets and review performance. A digital strategy defines a focus for investment in digital technology and media for an organisation to engage audiences as they use digital devices. The growth in use of digital devices by consumers as they select and buy  products has changed consumer buying behaviour to such a degree that a digital strategy is now seen as essential by many. A digital strategy and digital marketing strategy are very similar, so it's not worth getting too hung up on the terminology or differences, however they can mean different things to different people within an organisation, so it's best to standardise. So, alternatively, a digital strategy focuses on making the right investments in digital technology rather than digital media.


Hi Dave, would you please explain that satisfaction and loyalt is a KPI for effectiveness or efficiency? Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
Sharing advice on selecting and using these tools to get better results from digital marketing was one of the drivers behind setting up Smart Insights and we'll soon be launching a marketplace to feature these tools - get in touch if you'd like to be featured in our new directory.
However, the range of tools to gain insight is daunting and this has been highlighted again by the new Gartner Digital Marketing Transit MapA - newly updated for Spring 2015. It's a great complement for Scott Brinker's Digital Marketing Landscape mapA which you may know - I personally prefer since it has clearer groupings of technology categories and specific tools shown by popularity.
To the south are the a€?business districtsa€? that connect with other parts of the organization: IT, sales and service, general marketing, business intelligence and general advertising, which is often outsourced to agencies. The stop in the center, labeled a€?digital marketing hub,a€? is the central station where all of the functions converge.
In the northeast are services concerned with engagement quality: creative and user experience. Maps like this can help in reviewing tools available against what you currently have in place as part of reviewing your use of insight, so I hope some may find this useful - let us know what you think?
Dave … glad you made sense of those because I was going crossed eyed with the joining up of all the different dots, inc.
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RACE is structured around the classic stages of customer lifecycle marketing from generating initial awareness in a brand as part of customer acquisition through nurturing relationships with prospects to sale and ongoing customer engagement. Although most would agree that prospects don't pass through the funnel in a linear way and it's more of iterative process as shown in this infographic summarising the customer buying decision, it's essential that a funnel-based conversion model is use to set targets and review the effectiveness and efficiency of online marketing.
Otentimes, I find they are simply different labels with digital strategy a short-hand contraction for the longer digital marketing strategy. When I'm talking at conferences I often see mostA pens to paper when I'm recommending the many freemium tools to gain insight to improve results from marketing. Gartnera€™s digital marketing transit map presents a comprehensive landscape of marketing technologies that will enable organizations to see every kind of service and technology that is available and how they relate to each othera€?. Rich portfolio, good prices, hosting, important refferences, order on-line!, advertising, internet, outdoor, media, publishing, TV, commercials, promotion, romania, romanian, Bucharest, poster, promovare, reclama, campanii media, campanie, companie, company, network, franchising, communication, banner, baner, banere, piata, market research, marketing, professional, romanian advertising company, studii de fezabilitate, promovare, investitie, investment, marketing campaigns, marketing campaign, international advertising, eastern europe advertising company, indoor, trade publications, advertising rates, ce ofera gama completa a serviciilor profesionale de reclama si marketing pentru companiile romanesti si straine ce doresc sa atinga pozitia de leader pe piata romaneasca. From an internal point-of-view, digital strategy considers the range of digital technology deployed inside a company to manage digital marketing and digital business such as marketing automation, content and commerce management and CRM systems as catalogued so well by Scott Brinkler in his Marketing Technology Landscape  From an external perspective, a digital strategy focuses more on digital technology used by audiences and considers how to engage audiences when using different types of digital devices from the obvious smartphone, tablets and desktop devices to the less obvious games consoles and in-store devices. I've kept this map for reference - here's the new Digital Marketing Landscape mapA from Scott for 2015 - checkout the difference. I’m a big fan of infographics, but could have done with some some simple tables for the technology landscape ones. In government, or some not-for-profit organisations, developing a "digital marketing strategy" is less appropriate, so a digital strategy gives a more appropriate label for managing digital technologies. For example, the UK government defines its Digital Strategy in this useful way - here there is a clear focus on technology to deliver services rather than marketing.



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