As a marketer, you will come across many theoretical models available to use to improve your thinking and marketing strategies. One of the most refreshing models you would come across is the RACE Framework, which provides simple directions.
RACE Framework explained
Smart Insights created the RACE Framework, which provides practical and reliable support in planning your digital marketing within tactical development and the objective setting. You will have manageable campaigns with help in the focus of the KPIs required. RACE Framework forms four stages; Reach Act, Convert and Engage.
Reach is an awareness stage where a digital marketer will focus on the promotion of their brand to their target audience through activities that will create traffic on various website portals. Act stage focuses on interaction; encourage your visitor to interact with you when they land on your social media page or website. Before you conversion, you should engage with them first.
Convert stage involves the conversion of prospects to leads. The main goal is to get your visitor to become a paying customer, whether offline or any online channel. Engage finally focuses on developing a long-term relationship with your customer. It would be best if you built loyalty that will drive them to purchase again.
Uses of RACE Framework
As a growing company, the RACE planning system helps to provide a simple framework that provides an advantage in getting opportunities in digital marketing.
As a practical framework, you will be able to improve and manage your digital marketing results and quickly cover the always-on activities of the customer lifecycle. Your investments get more commercial value from using web analytic techniques of best practice.
RACE is a social entity in today’s world. Many web users use social media platforms, which means you can easily reach, act, convert, and engage more customers through the social network.
There’s no better way to integrate your digital marketing brand with any other channel other than the RACE Framework. It connects all offline and online channels, and gives consistent experience to all customers, including offline ones. Integration should be with traditional media, which attracts a broad audience and creates more awareness.
Summary
Dove is one of the biggest brands that ended up making a racist campaign without the intention to do so. A woman of color took off her shirt to reveal a white lady who causes controversy around the image. Many concluded that it meant the black woman was dirty, and they decided to pull it off their Facebook social media page.
You can consequently cause a national outrage for your brand due to a lack of understanding of the concept, the audience, and how to get the message right. Use RACE Framework to enable you to plan the entire digital marketing process. It will assist you in defining suitable KPIs trackable, the objectives, tactics, and strategy. Keep it flexible and straightforward; set realistic goals with prioritizing the consumer’s needs, journey, and outline with your service or product. Your general objectives will be clearly established to your target audience with measure and control.
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