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How to use this RACE Planning Template  \n3 PLAN. Create a digital strategy  \n7 REACH. Grow your audience online  \n8 ACT. Encourage brand interactions and leads  \n9 CONVERT. Increase sales through optimisation  \n10 ENGAGE. Build customer loyalty and advocacy  \n11 Resources. Tools to help you create and implement your plans  \n1  \nIntroduction Day 1: Day 2: Day 3 : Day 4: Day 5: Recommended  \nPLAN REACH ACT CONVERT ENGAGE Resources  \n2  \nDigital marketing planning template  \n© Smart Insights (Marketing Intelligence) Limited. Please go to [www.smartinsights.com](www.smartinsights.com) to feedback or access our other guides.  \nIntroduction  \nHow to use this RACE Planning Template  \nWelcome  \nThanks for downloading this Smart Insights template. We hope you find it useful in your planning to make more use of digital marketing. It’s a sample of a wider selection of our advice for marketers including 7 Steps Ebooks; online training courses; how-to-videos and marketing toolkits. See the full range of content used by our Expert members.  \nFirst things, first...  \nDigital marketing planning is no different to any other marketing plan, in fact it’s increasingly strange to have separate plans for ‘digital’ and ‘offline’ since that’s not how your customers perceive your business. However, we’re often required to separate plans for “digital” only based on the way teams and reporting is structured and to help the transition to digitalbefore it becomes “business as usual”.  \nSome general advice to keep in mind when planning  \nþ Start with the customer. Build your plan around customer insights and needs-not around your products and tactics.  \nþ Keep it flexible. Situations and plans change, especially online, so ensure plans are usable by a clear vision for the year and keeping detail to a shorter term 90-day focus.  \nþ Set realistic goals. Include specific objectives in your plans but keep them realistic by basing them on insights from your analytics, so they’re easy for others to buy into.  \nþ Keep it Simple!“Jargon light” is best. Again it helps others buy into what you’re saying  \nþ Keep plans up-to-date. Review and update regularly. We recommend 90-day planning.  \nCreating a structure for your plan  \nKnowing where to start is often the hardest thing when writing a digital marketing plan. So once you have a structure / framework to follow in a table of contents, it’s then almost a matter of filling in the gaps...  \nAt Smart Insights we developed the RACETM planning system to help create actionable plans using integrated communications to engage and persuade customers based on understanding customer needs using analytics and insight. This template is based on RACETM planning, but you also find the SOSTAC® planning tool useful-see Plan.  \nCreating a brief, focused digital plan  \nStrategy Recommendation 1 Create a brief, focused digital plan  \nSOSTAC® is an awesome general planning tool, but it can lead to long plans. To make your digital plans clearer and more actionable in companies of all sizes we recommend creating a single table to communicate to colleagues.  \nThis next single page summary format helps create integrated plans. For each part of  \n3  \nDigital marketing planning template  \n© Smart Insights (Marketing Intelligence) Limited. Please go to [www.smartinsights.com](www.smartinsights.com) to feedback or access our other guides.  \nIntroduction Day 1: Day 2: Day 3 : Day 4: Day 5: Recommended  \nPLAN REACH ACT CONVERT ENGAGE Resources  \nRACETM use this table to summarise the key points of your plan:  \nþ Opportunity. Your quantifiable SMART objectives based on your analytics and market insights. State your assumptions and what informs your objectives.  \nþ Strategy. Where you will focus your resources and investment to hit your targets.  \nþ Action. Managing tasks to implement your strategies.  \nRACE activity  \n1. Plan.  \n2. Reach.  \n3. Act.  \n4. Convert. ","cbCaiq69TRF61E4n","https://ap.wps.com/l/cbCaiq69TRF61E4n","pdf",2415488,"English","# Introduction\n## How to use this RACE Planning Template\n## Creating a structure for your plan\n## Creating a brief, focused digital plan\n# PLAN\n## Create a digital marketing strategy\n# REACH\n## Grow your audience online\n# ACT\n## Encourage brand interactions and leads\n# CONVERT\n## Increase sales through optimisation\n# ENGAGE\n## Build customer loyalty and advocacy\n# Resources\n## Tools to help you create and implement your plans","[{\"question\":\"What does the RACE planning system include?\",\"answer\":\"The template uses the RACE framework: Plan, Reach, Act, Convert, and Engage to structure a digital strategy around integrated communications.\"},{\"question\":\"How should objectives be set in this template?\",\"answer\":\"Set specific SMART objectives based on customer insights and analytics, and state the assumptions and inputs that inform those goals.\"},{\"question\":\"How often should plans be reviewed and updated?\",\"answer\":\"The template recommends keeping plans up to date with regular reviews and using 90-day planning as a practical focus period.\"}]","Digital marketing planning template - RACE Planning Template | PDF",1789209964]