Digital marketing strategy

Improve your Digital marketing strategy with our hub page

Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques. 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.

How to structure a digital marketing strategy?

We believe that an omnichannel marketing strategy is essential for marketers to take advantage of the growing digital marketing opportunities for acquiring and retaining customers - so you can win more sales. Our digital marketing framework for growth, our RACE Growth System, helps you structure your digital marketing plan around your customers.

Your 5 step digital marketing plan

We recommend using our RACE Framework to structure your marketing strategy, integrated across Plan, Reach, Act, Convert and Engage.

As you can see via the marketing funnel below, building an effective digital marketing strategy requires these 5 steps which nurture the customer through their experiences of your business while influencing their decision-making process and lifetime value.

The RACE Framework is a streamlined, practical, marketing framework that can be scaled up or down according to your business goals. If you're still not convinced, or need help getting buy-in from your team, check out 10 reasons why you need a digital marketing strategy.

The benefit of our digital marketing framework is you can start to see results from your marketing activities instantly, and you can use data and insights to adapt your plan to meet your objectives as you can see below.

5 stages of planning a digital marketing strategy with examples.

The 5 stages of strategic digital marketing planning include plan, reach, act, convert and engage. In this section, we will summarise the key success factors for each stage of your digital marketing strategy, with examples, integrated across the Smart Insights RACE Framework.

1. Plan

Every successful digital marketing strategy starts with a plan! We recommend you use a data-driven approach, review your current digital marketing effectiveness, and plan to improve from there.

Omnichannel planning opportunities include customizing analytics, setting up KPI dashboards and setting SMART objectives to create a strategy of prioritized improvements to how you deploy digital marketing media, technology, and data to increase leads and sales.

To ensure your digital marketing strategy is working efficiently and effectively, we recommend taking a digitally-focused approach to strategy and planning. Our RACE Framework is designed for marketers and managers to create a fully integrated, data-driven, practical digital marketing funnel to support their business' overall vision.

Our 5-step digital marketing plan guides you through reaching new audiences, to nurturing interaction, converting customers, and encouraging engagement and advocacy. That's why we call it the R-A-C-E Framework.