Using the Smart Insights RACE marketing funnel to develop a Digital Strategy in 2015

Using the Smart Insights RACE marketing funnel to develop a Digital Strategy in 2015

As we enter 2015, the latest stats on use of digital media and technology all point to the growing importance of creating a digital strategy. Did you know that:

  • During 2015 the number of global Internet users will pass 3 billion (Source: ITU)
  • 80% of Internet users now own a smartphone (Source: Global Web Index survey of 32 major markets)
  • Search remains the main traffic driver for websites (Source: Global Web Index)

The need for businesses to compete to reach and engage their audiences as they use digital devices is clear and well-established.

Using the RACE system for Digital Strategy development


To help businesses create or refine their digital strategy, the RACE planning framework was created to summarise key activities that need to be measured. This infographic gives a brief explanation of each part of the customer lifecycle and highlights the Key Performance Indicators (KPIs) to help review strategy effectiveness. For 2015 the RACE digital strategy infographic has been updated to give a stronger focus on strategy development rather than inbound and content marketing which was more the focus of the original from 2012. 

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