Marketing objectives set out what a business wants to achieve from its marketing activities. Some examples of marketing objectives which meet these criteria would be: Increase company sales by 25% by 2016 Achieve a market share of 30% for Product C within 3 years of launch Increase the percentage of customers who rate service as "excellent" from 80% to 85% within 18 months It is important that marketing objectives and marketing plans support the overall objectives of the business. Jim RileyBefore founding tutor2u with twin brother Geoff, Jim was a director at Thomson Travel Group Plc and a Corporate Finance and Strategy specialist at PwC.
Save countless hours of resource preparation and lesson planning with these support toolkits for exams based on pre-released case studies and research materials. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. We created RACE to help digital marketers plan and manage their activities in a more structured way since we found that many don't have a marketing strategy. To explain and fully define 'What Is Digital Marketing?' we created this popular Digital StrategyA infographic in 2012 and updated in 2015 as shown below. Use our new interactive benchmarking tool to review the capability of your business across each area of the RACE planning framework.
The RACE mnemonic summarises the key online marketing activities that need to be managed as part of digital marketing. There is also an initial phase of PLAN involving creating the overall digital strategy, objective setting and plan, so sometimes members call it PRACE, but we prefer RACE Planning for simplicity. We have defined four steps of engagement across the customer lifecycle, since in online marketing there is a major challenge in gaining interaction, participation with prospects and creating those all-important Leads after the initial customer touchpoint. These interactions, covered in the Act step can take place over several channels and touchpoints such as web, mobile, social media and email contacts, so these leads need separate management from final conversion to online or offline sale through techniques like retargeting and assisted selling. RACE consists of these four steps or online marketing activities designed to help brands engage their customers throughout the customer lifecycle.
We created the RACE Planning system to help give a simple framework to help small and large businesses alike take best advantage of the opportunities available from digital marketing. In our research, we have foundA that, shockingly, many businesses don't have a digital marketing strategy. RACE is a practical framework to help manage and improve results from your digital marketing. In our 2011 Marketing manifesto we explained that we believe growing business through digital marketing should be based on a sound evaluation and optimisation process using digital analytics showing which marketing activities are effective and which aren't.
Here's an example of our recommended measures in a simpler summary of RACE KPIs which could form a dashboard - the best dashboards show not only volume and how they change through time, but also the quality of visits and the value generated.
Many of these KPIs be created from Google Analytics although it needs to beA customisedA for each business to record goal value or revenue per visit. All of our guidance on Smart Insights from our blog posts to detailed guides and templates are structured according to RACE. Of course, there are many more online marketing activities which are covered in our full sitemap of hub pages. Digital marketing today is not just about your website, and in fact it never has been, partnering with other sites and "swimming with the fishes" has always been important. But today, the popularity of participation in social media with web users means that how to reach, interact, convert and maintain ongoing engagement of customers through social networks is vital to the success of a brand.
Digital channels always work best when they're integrated with other channels, so remember that where appropriate, digital channels should be combined with the traditional offline media and channels. We devised RACE since we wanted to develop our own approach for improving digital marketing and we feel Step 2 is more about initial interactions with a brand and in step 4, customer engagement is a longer-term process. Through 15 years of advising marketers through my books and training I've found that, after time has passed, all that often remains from the course as a takeaway is a framework on which to hang future actions.
I’m on my early stages with marketing and would very much appreciate your advice on where to start with digital marketing.


One of my goals in pursuing this training is to be able to apply for certain roles that I can’t get access to at the moment due to my lack of experience in the field. Secondly, I would like to acquire knowledge that I will be able to effectively implement on my career, a hands on approach so as to speak. Lastly, timing and investment are another topic to consider, based on these items, would you recommend IDM or Squared? A brand new marketing is and marketing engineering accessible since makes all the choices that are other seem like the laugh they’re. Currently using this to develop a plan for a new client and finding it incredibly helpful to nail down the right strategy in a logical way.
Just writing a placement research project and wondering if you have ever published this framework? For me, Masters Digital Courses work best for more senior professionals who already have good experience in managing Digital and want to gain a more senior position.
I’m assuming your asking about engaging with Twitter+-Facebook+-Linked-In plus your own blog or community. So you have to develop a compelling proposition for each social media channel (“online value proposition (OVP) I call it in the textbooks) which best fits the channel and the type of person who uses it. At a practical level, you ideally need a run-of-site panel (not just on the home page) explaining your proposition for each or a more general reason to engage and with a clear link to each.
Get recommendations to improve results from your digital marketing with our FREE interactive health check. Improve your marketing knowledge and gain recognition for your skills with our RACE digital marketing qualification.
You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques. These are the related techniques which we recommend as important for managing Content marketing tools effectively.
In this post, first published in July 2010 and since updated with the a new summary of digital marketing KPIs you should track, we show how you can simplify your measurement and reporting through RACE Planning. A There's more detail at the end of the post in the infographic and the planning process is explained in detail in our RACE Digital Marketing Planning Elearning - click the link for free access to the first module.
When creating a digital marketing strategy, knowing how to structure it and where to start is sometimes the biggest challenge! We hope RACE gives a structure to help you review and prioritise when there are so many options, but some options work better than others. Ultimately it's about using best practice web analytics techniques to get more commercial value from investments in digital marketing. This diagram shows relevant key performance indicators (KPIs) that should be used at each stage. This is a summary of some of the main activities which our guides, templates and free blog guidance cover - we have created an interactive version of this planning frameworkA where you can click through to relevant sections on this diagram. At each step in RACE you need to think how social media can help achieve your goals and how you can measure the effectiveness of social media.
A The most important aspects of integration are first using traditional media to raise awareness of the value of the online presences and drive visitors to the website(s) at the Reach and Engage stages.
I was always wondering an easy and targeted way to measure the digital plan, with the RACE KPIA?s one I think I found it.
To speed everything up, you should submit your website to the most popular search engines like Google, Yahoo, Bing, etc. For Smart Insights for example we find that the majority of more senior marketing managers subscribe to email so the features in the email reflect that.


You can use event tracking in Google Analytics to see which calls-to-action is most popular. They will help you quickly understand how to make the most of the technique through definitions and recommendations on our member resources and blog articles covering strategy, best practices and the latest statistics.
Reach involves building awareness of a brand, its 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's a separate stage since encouraging interactions on websites and in social media to generate leads is a big challenge for online marketers. This is long-term engagement 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 A to boost customer lifetime value.
We hope it will help simplify your approach to reviewing the performance of your online marketing and taking actions to improve its effectiveness. This makes it difficult to know what to report; you have to identify your "critical few" Key Performance Indicators which you report on regularly to review performance and identify problems.
Second, at the Convert and Engage steps stage customers may prefer to interact with customer representatives as part of the buying or customer service process.
When I did the analysis to break down digital marketing into 25 activities I was surprised there were some key activities that were gaps from our other resources, e.g. I am also currently writing a book- which hopefully will be published early next year and am writing to seek your permission to include RACE within it as a marketing framework, naturally with full credits etc. Each social channel should also cross-promote the site or other channels to keep it integrate and to help your audience on their journey. It involves maximising reach over time to create multiple interactions using different paid, owned and earned mediaA touchpoints. A It's about persuading site visitors or prospects take the next step, the next Action on their journey when they initially reach your site or social network presence.
It involves getting your audience to take that vital next step which turns them into paying customers whether the payment is taken through online EcommerceA transactions, or offline channels. It can be measured by repeat actions such as repeat sale and sharing content through social media.We also need to measure percentage of active customers (or email subscribers) and customer satisfaction and recommendation using other systems. To help digital marketers structure their thoughts, over the years I've created or been involved with these frameworks too - I hope you find they're useful - that's what we aim for - to make marketing life simpler and more profitable. If you are agreeable, it would be of real added value if you could pen a few lines regarding the framework’s intention and application for small and large businesses alike.
For many types of businesses, especially, Business-to-Business, this means generating leads, but it may mean finding out more about a company or its products, searching to find a product or reading a blog post. For example, marketers can firstly use traditional media to raise awareness and drive more site visitors. You should define these actions as top-level goals of the funnel in analytics.Google Analytics Goals can include "Viewed product", "Added to Basket", "Registered as member" or "Signed up for an enewsletter. This can be sharing of content via social media or customer reviews (strictly, part of Engage).The specific goals and dashboard need to be defined for each business as explained in our Delivering results from digital marketing guide.
A It's about engaging the audience through relevant, compelling content and clear navigation pathways so that they don't hit the back button.
The bounce rates on many sites is greater than 50%, so getting the audience to act or participate is a major challenge which is why we have identified it separately.



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