Question

Using the RACE digital planning model, examine how local digital marketing companies can effectively plan their online marketing campaign and further discuss how the planning can help them in gaining competitive advantage. Support your answer with relevant examples

Answer 1

RACE: It is a digital planning framework developed to better fulfill the needs of marketing as its name, which stands for Reach, Act, Covert & Engage, covers the entire story of the framework.

The idea which evolved RACE model is that to build simple model for companies to do effective digital marketing, which is even more useful for the local companies which are involved in digital marketing.

This also helps in developing multichannel communication plan which helps in reaching and also in engaging online target audience whic can be promptly converted into sales or generate the leads.

Why it is effective for local digital marketing companies:

• It involves practical & action oriented approach which a local marketing firm can apply for effective digital marketing.
• It also helps integrate all digital and modern marketing activities, its also integrate traditional strategies or approaches to reach & engage customers.
• It is a customer centric framework of digital marketing which helps gaining competitive advantages.

Local digital marketing companies can effectively plan their marketing strategies by better reaching to customers, interacting with customers, converting them into leads and online or offline sale & finally making a model to engage them for repeat sale and leads by building loyalty among them.

Example to support :

Suppose as a digital marketing company you have a project for which you have to do marketing.

The product is new to the market and you don't know whether it is a right time to start or not. You want to check whether market will accept it or not.

To start with, you first need to do a proper marketing research for that particular product.

now the RACE model will come into effect, from the results of marketing research you got to know that the need for that product is there in the market but people don't about that product.

(i) Reach to your target audience via any source, online o offline.

(ii). Act on the that, take actions from the responce.

(iii). Convert those actions into generating leads.

(iv). Engage those peoples for future repeatative sales.