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Introduction
DIGITAL STRATEGY WORKBOOK
About your workbook templates
This workbook includes different templates to help you work with colleagues or clients to quickly create an effective integrated digital marketing strategy.
Structure
This workbook combines PR Smith’s SOSTAC® Planning System developed by Dave Chaffey’s co-author for Emarketing Excellence with the Smart Insights RACE Planning framework which covers the online marketing touchpoints which need management as part of a digital strategy. We find that both are great frameworks since they are simple and logical, so the overall structure of the strategy is easy to remember and to explain to colleagues or agencies.
Smart Insights RACE Planning is our framework for developing an integrated digital strategy covering the entire customer lifecycle. The components of RACE are:
Plan – Create a digital marketing strategy and summarise it in a plan.
Reach – Increase brand awareness and familiarity and increase visits to company websites, apps and social network sites.
Act – Increase audience interactions with content on company owned media platforms to generate leads.
Convert – Increase conversion rates from leads to sales and increase sales achieved online or offline.
Engage – Increase long-term customer engagement and loyalty leading to repeat sales and advocacy.
In this workbook, the focus is on the Plan activities to define the opportunity of digital marketing and create a strategy.
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