Digital Marketing Models Smart Insights Trang 2

7 RACE DIGITAL PLANNING
FRAMEWORK
What is it?
No guide to digital marketing models would be complete without the RACE Planning
Framework. If you aren’t already using it from the Smart Insights site, the RACE mnemonic
stands for Reach-Act-Convert-Engage.
RACE Planning, first created by Smart Insights co-founder Dr. Dave Chaffey in 2010, is
a practical tool focused on increasing the commercial returns from digital marketing
across the RACE conversion funnel, shown at the end of this section. It features an initial
planning phase to create a strategy with defined Objectives and KPIs for evaluation. Best
practices are then developed to manage and optimize communications in an integrated
way across the many online and offline customer touchpoints that are involved when a
consumer selects a product or service today.
WHAT IS IT? RACE DIGITAL MARKETING PLANNING FRAMEWORK

RACETM Planning is a system developed by Smart Insights to help marketers to
develop digital marketing plans focused on sales growth. The five areas of RACE
planning are:
Plan – This is your overall strategy for digital marketing. Defining a strategy
to integrate communications across different customer touchpoints is often
forgotten. Planning involves setting goals, creating a coherent strategy to
achieve them and putting evaluation tools in place to make sure you’re on
track.
Reach – Creating awareness of a brand through increasing the online visibility
of its sites to drive site visitors. Increasing the online awareness of the brand
across social media, publisher and partner sites through paid, owned, and
earned media.
Act – Encouraging interaction of prospects with a brand’s content through
desktop and mobile experiences, social media and partner sites so they
become engaged leads.
Convert – Encouraging conversion to sale through online and, if relevant,
offline channels.
Engage – Long-term engagement encouraging customers to buy again and
to become advocates who recommend the brand and share its content.
Digital marketing models

© Smart Insights (Marketing Intelligence) Limited. 29
5
7 HOFACKER’S
RACE DIGITAL5PLANNING
STAGES OFFRAMEWORK
INFORMATION PROCESSING
RECOMMENDED RESOURCES
RACE Practical Digital Strategy Learning Path
Our RACE Practical Digital Strategy Learning Path will help you or your team
to implement digital marketing practices effectively within your organization by
planning, managing and optimizing your digital media, digital experiences and
digital data.
How can I use this model?

The RACE model can be used to create a digital marketing plan and supporting dashboards
and measures using Smart Insights Digital Strategy workbook for Premium members.
Each aspect of RACE can then be continuously reviewed to improve performance
through a 90-day plan, for example, as explained in outline in the table below:
RACE element Aim Sample KPIs
Reach Build awareness across paid þ Unique visitors and fans

and earned media to drive
þ Audience share
awareness, preference and
visits to owned media such as þ Revenue or goal value per visit
websites and company social þ Brand search volume and
pages. share of conversation
Act Encourage audience to þ Bounce rate

interact with brand on desktop
þ Pages per visit
and mobile and other online
presences to generate leads. þ Conversion to lead
Convert Achieve conversion to sales þ Conversion rate to sale

and maximize average order
þ Average order value
value.
þ Revenue and margin
Engage Build customer and fan þ Percentage of active

relationships through time to customers
achieve retention goals and
þ Customer satisfaction ratings
encourage sharing.
þ Customer advocacy
þ Repeat conversion rate

5
7 HOFACKER’S
RACE DIGITAL5PLANNING
STAGES OFFRAMEWORK
INFORMATION PROCESSING
BEST PRACTICE
Create a Success Map for each stage of RACE
The Smart Insights E-commerce Success Map defines all of the main factors
which affect lead and sale volume. For optimization of marketing activities which
have the biggest impact on commercial growth, it’s important to identify the levers
which give the biggest improvements, so that time can be focused there.
What to watch for

When measures to review digital marketing effectiveness are defined, they often break
the funnel down into three – from Acquisition to Conversion to Retention. Within RACE,
the conversion stage is broken down with separate KPIs for Act and Convert. This helps
assess how well a brand is at engaging its visitors on its online presences – a notoriously
difficult challenge since if Relevance and Engagement isn’t delivered, visitors will leave
immediately. Key measures are defined in the infographic below.
Original Source
Chaffey, D. (2010), since updated in 2024, Introducing The RACE Growth System and
RACE Planning Framework: practical tools to improve your digital marketing


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7 RACE DIGITAL PLANNING

WHAT IS IT? RACE DIGITAL MARKETING PLANNING FRAMEWORK

Digital marketing models

How can I use this model?

RACE element Aim Sample KPIs

Reach Build awareness across paid þ Unique visitors and fans

Act Encourage audience to þ Bounce rate

Convert Achieve conversion to sales þ Conversion rate to sale

Engage Build customer and fan þ Percentage of active

þ Repeat conversion rate

Digital marketing models

What to watch for

Digital marketing models

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