Digital Marketing Strategy Assessment Models
RACE MODEL
RACE element Aim
Reach Build awareness across paid
and earned media to drive
awareness, preference and
visits to owned media such
as websites and company
social pages.
Act Encourage audience to
interact with brand on
desktop and mobile and
other online presences to
generate leads.
Convert Achieve conversion to sales
and maximise average order
value.
Engage Build customer and fan
relationships through time to
achieve retention goals and
encourage sharing.
Sample KPIs
Unique visitors and fans
Audience share
Revenue or goal value per
visit
Brand search volume and
share of conversation
Bounce rate
Pages per visit
Conversion to lead
Conversion rate to sale
Average order value
Revenue and margin
% active customers
Customer satisfaction
ratings
Customer advocacy
Repeat conversion rate
7S MODEL
Element of Relevance to digital transformation
the 7S model
Strategy The contribution of digital business in
influencing and sup-porting
organisations’ strategy.
Structure The modification of organisational
structure to support digital business.
Systems The development of specific
processes, procedures or information
systems to support digital business.
Staff The breakdown of staff in terms of
their background, age and sex and
characteristics such as IT vs
marketing, use of contractors/
consultants.
Style Includes both the way in which key
managers behave in achieving the
organisation’s goals and the cultural
style of the organisation as a whole.
Key issues
 Gaining appropriate budgets and
demonstrating/delivering value and ROI from
budgets
 Annual planning approach
 Techniques for using digital business to
impact organization strategy
 Techniques for aligning digital business
strategy with organisational and marketing
strategy
 Integration of digital marketing or e-
commerce teams with other management,
marketing (corporate communications, brand
marketing, direct marketing) and IT staff
 Use of cross-functional teams and steering
groups
 Insourcing vs outsourcing
 Campaign planning approach-integration
 Managing/sharing customer information
 Managing customer experience, service and
content quality
 Unified reporting of digital marketing
effectiveness
 In-house vs external best-of-breed vs external
integrated technology solutions
 Insourcing vs outsourcing
 Achieving senior management buy-
in/involvement with digital marketing
 Staff recruitment and retention. Virtual
working
 Staff development and training
 Defining a long-term vision for
transformation
 Relates to role of the digital marketing or e-
commerce teams in influencing strategy – is it
dynamic and influential or a service which is
conservative and looking for a voice?
Skills Distinctive capabilities of key staff,  Staff skills in specific areas such as supplier
but can be interpreted as specific selection, project management, content
skill-sets of team members. management, specific e-marketing media
channels.

Shared values The guiding concepts of the digital  Improving the perception of the importance
business or e-commerce organization and effectiveness of digital business amongst
which are also part of shared values senior managers and staff it works with
and culture. (marketing
 HOW TO INTEGRATE ONLINE & OFFLINE MARKETING TOOLS

How to best integrate digital marketing planning with overall marketing

1. If you’re trying to promote your business, a product or service, you could run a printed ad in a
magazine or a direct mailer. Along with this, you can run an email campaign using your
existing email database, as well as run a competition on social media. You also need to have a
suitable SEO strategy in place, so that your customers can find you via search engines.

2. Promote your digital marketing channels such as your social media accounts via all your
printed collaterals, such as business cards, leaflets, and posters.

3. Some customers still prefer to buy in-store rather than online. For such customers, you could
run geo-targeted paid ads to create awareness about your store. They could avail an offer
from you that they can redeem in store. This encourages them to visit your store over a
nearby competitor.

4. Your website may be asking customers who visit you, to fill in simple forms giving certain
details. You could make use of this information by asking your sales team to follow up with
the customers through a phone call.

5. Social media is a great platform to keep people updated about a near future physical event
that you may be hosting, keeping them up-to-date during the event and can be later on used
to keep in touch with all potential customers. Some events even have Twitter walls, which
show live tweets associated with the event hashtag, to encourage people to get more
involved.

6. You could ask people to submit their own content for your static billboards. They may opt to
receive your email communications later on, or buy online for a special, one-time offer.

7. Your TV or print ads may engage the customers and guide them to a more elaborate website
by incorporating a “call to action” sort of method.

Examples of integration

1) Virtual Merchandising (VM) and Instagram

Leveraging on the popular Instagram platform, Lifestyle launched a new campaign ‘Insta
weaving’ in the year 2015 which highlighted key trends of the season using a hashtag (#) such as
InstaGlam, InstaSleek etc. The company maintained a constant communication across all
channels — print, digital and in-store — so that customers can connect with these trends both
online and offline. The strategy was well represented at their stores, too, through engaging
Virtual Merchandising (VM) displays and through strong imagery in traditional and digital media.

2) YouTube and in-store

One of the early adopters of Omnichannel retail, Shoppers Stop has been active in leveraging
the potential of digital and social media to market and promote the brand.

Shoppers Stop engages with its Facebook fans by creating unique contests such as ‘Perfect For’
Me that provides suggestions to fans based on their likes, search history etc. The company
started a series of fun, instructive, engaging, and youth-centric videos on YouTube channel, that
give customers fashion and grooming tips e.g. ‘How to dress for a party’ to ‘How to tie a tie’, to
‘How to apply make-up’ etc