Smart Insights RACE Planning System for Digital Marketing


Plan: Branded content
Build an agile, strategic approach to digital marketing. Competition is fierce online. To win you need to Plan, Manage and Optimize digital channels against defined targets, SMART KPIs and a focused investment in content marketing, digital media and experiences. We believe an integrated digital strategy is essential to define new Segmentation, Targeting and Positioning for your online value propositions.


Reach: Search engines, social networks, publishers and blogs
Buyer stage: Exploration
Publish and promote your content, allow sharing to other outposts, networks and influencers. Draw people to your content hub.

Key Measures:

  • Unique visitors
  • Value per visit
  • Fans / Followers

Act: Your web site, blog, community and interaction tools
Buyer stage: Decision making
Be worth finding via clear customer journeys and a content hub that is relevant, inspirational, useful and creates leads.

Key Measures:

  • Leads / Lead conversion rate
  • Time on site
  • Shares / comments / likes

Convert: E-commerce process, product, price and promotion
Buyer stage: Purchase
Captilalise on marketing investment using CRO, marketing automation and remarketing to ensure contextual relevance drives conversion.

Key Measures:

  • Sales (on and offline-influence)
  • Revenue / Profit
  • Average Order Value

Engage: Customer advocacy
Buyer stage: Advocacy
Thrilled customers are key to social media marketing, social proof, repeat sales and referral. Start your marketing here!

Key Measures:

  • Repeat Purchase (Lifetime value)
  • Satisfaction and Loyalty
  • Advocacy