RACE strategy is all about customer centered and data driven analysis

Here’s a strategy to RACE your way into the digital marketing world.

yes it is integrated in our marketing strategy

Reach your prospects

Act to achieve interaction

Convert to lead or sale

Yes it is separately defined

No we are doing digital marketing without any strategy

Does your organization have a clearly defined digital marketing strategy?

20%

73%07%

Engage over a period of time

How it works in 3 steps

1. Building audience personas

• Share details of the customers with marketing team

• Nurture leads and make them sales-ready.

2. Advanced audience targeting

• Creative ways to reach new customers

• Segment them based on geography, demographics, interests and behavior.

3. Funneling qualified leads

• Gain insights into customer needs

• Approach and engage leads with deeper understanding.

The top four channels for increases in digital marketing spend last year were:

At each stage, the leads are nurtured and eventually made sales ready. Sometimes, the buyer’s intent is determined.

Factfile

Less than 30% of small businesses use Website analytics, call

tracking, or coupon codes. 18% of small businesses admit to not tracking anything.

Factfile

Users who are retargeted to are 70% more likely to convert.

Factfile

Most websites will see bounce rates fall somewhere between

26% and 70%.

Factfile

Email marketing

Online advertising

61%marketers increasing spending on this channel

Social media49% Mobile

marketing

40%

SEO/PPC38%

The marketer’s journey

The ‘funnel’ element is intended to reflect the fact that potentialcustomers will drop off at each stage of the journey, leaving a smaller number for you to connect with.

The consumer journey

CONSUMER

SEO Social media marketing

Reach

Act

Emailmarketing

Multiplelanding pages

Convert

Leadgeneration

Contentmarketing

Engage

Multiplelanding pages

Emailmarketing

Awarenessinitial consideration set

Interestactive evaluation

Desiremoment of purchase

Actionpost-purchase experience

The number of visitors who left the conversion process without completing it is the drop-off rate.

Tracking drop-off rates

http://www.pardot.com/buyer-journey/ https://buildfire.com/essential-metrics-measure-digital-marketing/https://www.bluecompass.com/blog/why-digital-marketing-and-sales-go-hand-in-hand

References

Total site visitsGives a rough idea of how effective your campaigns are at driving traffic.

Traffic by sources of channels• Direct visitors• Referrals

• Organic• Social media traffic

Interactions per visitWhich activities and behaviors are keeping visitors on your site and what you can do to encourage more.

It’s an indicator of the quality of your content.

Number of return visitors vs. Number of new visitors

Exit rateEnables the marketer to specifically identify drop-off points.

Bounce rateA high bounce rate points flaws in digital marketing campaign.

Cost per visitor CPVand revenue per visitor RPVIdeally RPV should exceed CPV

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