{"id":168924,"date":"2024-06-14T11:41:01","date_gmt":"2024-06-14T10:41:01","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=168924"},"modified":"2024-06-14T11:42:44","modified_gmt":"2024-06-14T10:42:44","slug":"race-digital-marketing-strategy-example","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/race-digital-marketing-strategy-example\/","title":{"rendered":"RACE digital marketing strategy example"},"content":{"rendered":"<h2>An example of how to structure a digital marketing strategy plus examples from other sectors<\/h2>\n<p>We launched Smart Insights in 2010, to help marketers develop digital marketing strategies, since we saw that many businesses faced the challenge of where to start when creating a digital marketing strategy. The most popular downloads were templates for structuring a digital marketing strategy. We quickly found from member feedback that examples were important, and we now have examples of digital marketing strategies in many sectors, which we cover at the end of this post.<\/p>\n<p>Although digital marketing platforms and technology has changed immensely in this time, particularly with the recent growth in use of Generative AI, the fundamentals of creating a digital strategy are the same. Some of the AI recommendations on digital marketing strategy and many of the human ones fail to get these essentials right, they go straight to recommending different digital marketing channels like organic and paid search and social media and email marketing. They miss the fundamentals we\u2019ll cover in this example, i.e. starting with the customer, aligning the strategy with the business goals and using a data-driven approach.<\/p>\n<h3>Why use RACE for structuring digital marketing strategies?<\/h3>\n<p>We created the RACE (Reach, Act, Convert, Engage) framework since it helps give a simple, but sufficiently detailed approach for structuring digital marketing strategies. It offers a comprehensive, action-oriented, and customer-centric approach. By covering the entire customer lifecycle, RACE ensures that every stage, from awareness to loyalty, is effectively addressed. This framework integrates performance evaluation through key performance indicators, allowing for data-driven decisions and continuous optimization. Combining the RACE framework with the Opportunity &gt; Strategy &gt; Action (OSA) process provides a robust structure for both strategic planning and tactical execution. You can read more in about how to use RACE to structure a plan in our post <a href=\"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/three-digital-marketing-plan-examples\/\">Introducing The RACE Growth System and RACE Planning Framework: practical tools to improve your digital marketing<\/a>.<\/p>\n<h3>Structure for an example digital marketing strategy<\/h3>\n<p>Let\u2019s drill-into these fundamentals in more detail, what are the essentials of a digital marketing strategy to ensure comprehensive planning and effective execution. Here are the key components that should be included:<\/p>\n<p><strong>1 Detailed situation analysis including<\/strong><\/p>\n<ul>\n<li><strong>Marketplace Analysis<\/strong>: Understanding the market conditions, customer needs, and competitive landscape - particularly for online customer journeys<\/li>\n<li><strong>SWOT Analysis<\/strong>: Identifying strengths, weaknesses, opportunities, and threats - we recommend the TOWs approach<\/li>\n<li><strong>Internal capability and performance review<\/strong>. To start and audit we recommend our digital <a href=\"https:\/\/www.smartinsights.com\/guides\/digital-marketing-benchmarking-templates\/\">marketing benchmarking templates<\/a> and <a href=\"https:\/\/www.smartinsights.com\/guides\/digital-marketing-benchmarking\/\">Digital marketing strategy audit\/health check<\/a>.<\/li>\n<\/ul>\n<p>2 <strong>Clear SMART objectives<\/strong><\/p>\n<p>Digital channels are the most measurable ever, so we need to put in place not only broad goals, but SMART Objectives, that\u2019s Specific, Measurable, Achievable, Relevant, and Time-bound objectives that align with the overall business goals.<\/p>\n<p>A key technique for setting objectives is to ensure that your objectives marketplace analysis and strategy are well defined. We use this technique in our templates across RACE to link these three. This works well as a one page summary of your strategy were a big fan of these efficient summaries!<\/p>\n<p>I recommend this grid layout from our digital marketing plan workbook for aligning your strategies with your objectives, since it provides a simple one to two-page summary of your marketing strategy. Much more effective than a long report your colleagues or clients won't read...<\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/08\/InDesign.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-26590 size-large\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/08\/InDesign-600x460.png\" alt=\"A tool to align strategy and objectives\" width=\"600\" height=\"460\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/08\/InDesign-600x460.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/08\/InDesign-150x115.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/08\/InDesign-550x421.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/08\/InDesign-250x191.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/08\/InDesign.png 820w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p><strong>3 Segmentation, Targeting and Positioning<\/strong><\/p>\n<p>This is a fundamental of marketing and digital marketing strategy, but it will often be missed if you\u2019re focused on digital channels. Our resources explain how digital channels can help support:<\/p>\n<ul>\n<li><strong>Customer Segmentation<\/strong>: Defining and targeting different customer segments based on demographics, behaviour, and needs.<\/li>\n<li><strong>Persona Development<\/strong>: Creating detailed customer personas to tailor marketing efforts.<\/li>\n<li><strong>Brand Positioning<\/strong>: Establishing the brand\u2019s position in the market and how it differs from competitors. Value Proposition: Clearly communicating the unique value the brand offers to its customers.<\/li>\n<\/ul>\n<p><strong>4 Digital acquisition strategy<\/strong><\/p>\n<p>This is the core tactical part of your plan, you should prioritize initiatives from these areas:<\/p>\n<ul>\n<li><strong>Digital Traffic Generation<\/strong>: Techniques to drive traffic to your website or other digital assets including search, display ads, email and social media as featured on this table.<\/li>\n<li><strong>Offline channel integration<\/strong>:<\/li>\n<li><strong>Lead Generation<\/strong>: Methods to capture leads and grow the customer base.<br \/>\nConversion Strategy:<\/li>\n<li><strong>User Experience (UX)<\/strong>: Optimizing the website and landing pages for better user experience and higher conversion rates.<\/li>\n<li><strong>Conversion Rate Optimization (CRO)<\/strong>: Techniques to improve the rate at which visitors convert to leads or customers.<\/li>\n<li><strong>Content strategy and calendar<\/strong> Aligns with customer needs, business goals and how to deploy them. It should also include engagement tactics: Strategies to engage customers through various channels like social media, email marketing, and community building.<\/li>\n<\/ul>\n<p><strong>5 Digital retention strategy<\/strong><\/p>\n<p>This includes:<\/p>\n<p><strong>Customer Loyalty<\/strong>: Strategies to retain customers and increase their lifetime value.<\/p>\n<p><strong>Engagement and Advocacy<\/strong>: Encouraging repeat business and turning customers into brand advocates.<\/p>\n<p><strong>Technology and Data Strategy<\/strong>: Marketing Technology: Tools and platforms used for marketing automation, data analytics, CRM, etc. Data Management: Collecting, analyzing, and leveraging data to make informed marketing decisions.<\/p>\n<p><strong>6 Budget and Resource Allocation<\/strong><\/p>\n<p>Of course, it\u2019s essential your plan includes a budget.<\/p>\n<ul>\n<li><strong>Budget Planning<\/strong>: Allocating budget across various digital marketing activities.<\/li>\n<li><strong>Resource Management<\/strong>: Ensuring the right team and tools are in place to execute the strategy.<br \/>\nMeasurement and Analytics:<\/li>\n<\/ul>\n<p><strong>7. KPIs, Metrics and performance improvement<\/strong>:<\/p>\n<ul>\n<li><strong>Digital marketing dashboard<\/strong>: Defining key performance indicators to measure the success of digital marketing efforts.<\/li>\n<li><strong>Agile Planning<\/strong>: Regularly reviewing and updating the strategy based on performance data and market changes.<\/li>\n<li><strong>Experimentation<\/strong>: Running experiments and A\/B tests to optimize different aspects of the digital marketing strategy.<\/li>\n<\/ul>\n<h3>The digital marketing strategy example<\/h3>\n<p>So these are the main requirements for an effective digital marketing strategy. You can see that there is a lot to consider, so it\u2019s really important to have an efficient way of summarizing the strategy, using the Objectives &gt; Strategy &gt; KPIs table above.<\/p>\n<p>I\u2019ve selected the example below for a B2B laser eye treatment or surgery company since it\u2019s an example of a high value complex product so it is also similar to a B2C strategy example.<\/p>\n<h4>Opportunity section \u2014 Where are we now, what do we want to achieve?<\/h4>\n<p>This section covers the marketplace analysis review of internal performance and objective setting.<\/p>\n<table style=\"border-collapse: collapse; border: 1px solid #d3d3d3;\" border=\"1\">\n<tbody>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<th style=\"border: 1px solid #d3d3d3; padding: 4px;\">Step<\/th>\n<th style=\"border: 1px solid #d3d3d3; padding: 4px;\">Category<\/th>\n<th style=\"border: 1px solid #d3d3d3; padding: 4px;\">Performance\/Impact<\/th>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 1: Performance Review<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Year-on-year sales<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">-8%<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Year-on-year profitability<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">-6%<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Year-on-year website leads<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">-12%&lt;\/<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Impact on leads by Google algorithm changes<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">-18%<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Retention<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">N\/A within our laser eye treatment market<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 2: Marketplace Review<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Search intent affected by Generative AI<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Fewer impressions in Google and lower CTR due to more SERP features<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Average position for target keywords<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Declined, reducing organic site visits<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Paid traffic acquisition costs<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Increased by 10%<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Importance of comparison sites<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Less important than previously, advertising opportunity<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 3: PESTLE Review<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Economic<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Decline in affordability of our services caused by \u2018cost-of-living crisis\u2019<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Technological<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Generative AI now used by more competitors and consumers familiar<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Legal<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">No longer possible to buy third-party lists for online targeting<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 4: Key Issues SWOT<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Declining search intent (impressions) and clicks for our target keywords<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Paid search acquisition costs have increased<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Social media ads potential<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Greater potential due to targeting approach<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 5: SMART Objectives<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Sales forecast based on conversion funnels<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Increase digital leads by 5% YoY<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Digital ad investment<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Fixed at same as previous year<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h4>Strategy section \u2014 How will we prioritize investment to achieve our goals?<\/h4>\n<p>This section covers the marketing fundamental and prioritization of the strategic initiatives for digital marketing.<\/p>\n<table style=\"border-collapse: collapse; border: 1px solid #d3d3d3;\" border=\"1\">\n<tbody>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<th style=\"border: 1px solid #d3d3d3; padding: 4px;\">Step<\/th>\n<th style=\"border: 1px solid #d3d3d3; padding: 4px;\">Category<\/th>\n<th style=\"border: 1px solid #d3d3d3; padding: 4px;\">Details<\/th>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 1: Brand Value Proposition<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Local Brand Positioning<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Updated local brand positioning featuring local expertise<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Digital Value Proposition<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Improve digital value proposition featuring on reviews and ratings<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Tone-of-Voice<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Update tone-of-voice to make service less technical and more reassuring<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 2: Customer Segmentation and Targeting<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Target Audience<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Three core 25-40 y.o. target audience personas unchanged<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Personalized Content<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Improve on-site personalized content recommendations for returning visitors<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Browse-based Targeting<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Personalized browse-based targeting for outbound messaging<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 3: Modern Marketing Mix<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Place<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Opening two new treatment centres<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Physical Evidence<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">New aftercare guarantee<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Pricing<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Interest-free payments to be introduced<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 4: RACE Communications Strategy<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Reach<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Test shifting proportion of budget from Google Ads to Social Ads<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Act<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Content personalization<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Convert<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Updated prospect email sequence featuring aftercare guarantee and interest-free payments<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 5: Business Model Canvas Summary<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Value Proposition<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Aftercare guarantee and interest-free payments<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Channels<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Social media ads increased<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h4>Action section \u2014 How will we implement and resource our plan?<\/h4>\n<p>This includes budgeting, measurement and implementation using 90-day planning. It also includes improvements to process.<\/p>\n<table style=\"border-collapse: collapse; border: 1px solid #d3d3d3;\" border=\"1\">\n<tbody>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<th style=\"border: 1px solid #d3d3d3; padding: 4px;\">Step<\/th>\n<th style=\"border: 1px solid #d3d3d3; padding: 4px;\">Category<\/th>\n<th style=\"border: 1px solid #d3d3d3; padding: 4px;\">Details<\/th>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 1: Marketing Budget and Resource Plan<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Acquisition<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">See digital channel budget<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Other expenditure<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">See Marketing budget<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 2: Marketing Dashboard<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">KPIs<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Define KPIs for reviewing performance across the customer lifecycle<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Updates<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Updates to Google Lookers Studio monthly YoY dashboard using RACE<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 3: Campaign Plan Process<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Campaign Goals<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Adopt new campaign-process template<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">AI Policy<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Define and launch Marketing AI policy and training<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 4: Always-on Plan and MarTech<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Automation<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Implement RACE 90-day planning to achieve test-learn-refine approach to always-on<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Quarterly Targets<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Set quarterly targets for always-on priority focus activities<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\">Step 5: 90-day Action Plan Summary<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Q1 Priority Activities<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Reach: Home page AB tests to boost conversion<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Act<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Introduce FAQ content to increase conversion<\/td>\n<\/tr>\n<tr style=\"background-color: #ffffff; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Convert<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Improved email nurture sequence<\/td>\n<\/tr>\n<tr style=\"background-color: #f2f2f2; border: 1px solid #d3d3d3;\">\n<td style=\"font-style: italic; border: 1px solid #d3d3d3; padding: 4px;\"><\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Engage<\/td>\n<td style=\"border: 1px solid #d3d3d3; padding: 4px;\">Improve email and mobile push notifications for customer onboarding<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>These tables are a simplified vesion of our <a href=\"https:\/\/www.smartinsights.com\/guides\/marketing-plan-template\/\">Free marketing plan template Word document download<\/a>.<\/p>\n<p><span style=\"font-weight: 400;\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/marketing-plan-template\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2023\/07\/Free-marketing-plan-template-guide-cover-creator-106x150.png' alt='Free marketing plan template'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Free marketing plan template download<\/strong><\/p>\n                    <p>Use our simple three-page Microsoft Word template if you work for a small business who needs to create a simple, practical marketing plan quickly. It's structured in three sections of steps using the acclaimed RACE Growth System for improving marketing results<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/marketing-plan-template\/'>Free marketing plan template<\/a><\/p>\n                <\/div>\n            <\/div><\/span><\/p>\n<h3>Industry sector examples of digital marketing plans<\/h3>\n<p>Since every market sector has unique characteristics, we have also created a series of in-depth <a href=\"https:\/\/www.smartinsights.com\/search\/?q=digital%20marketing%20plan%20example\">digital marketing strategy examples<\/a> for premium members. These are also Word documents, but with more detail than the free template.<\/p>\n<p>We also have some top-level examples for other sectors in this article: <a href=\"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/three-digital-marketing-plan-examples\/\">Three digital marketing plan examples<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An example of how to structure a digital marketing strategy plus examples from other sectors We launched Smart Insights in 2010, to help marketers develop digital marketing strategies, since we saw that many businesses faced the challenge of where to &hellip;..<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[29],"tags":[1919,1884,978],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin 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