The RACE Framework covers the full customer lifecycle or marketing funnel from acquisition to retention as shown in this infographic showing the goals for each part of RACE and how you can measure them. Use RACE to track your marketing activities integrated across the reach, act, convert and engage stages of your customer lifecycle. Omnichannel customer lifecycle Morocco Phone Number List Free digital marketing plan template Free digital marketing plan template Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today Access the Free digital marketing plan template There is also an initial phase of Plan involving creating the overall digital strategy, objective setting and plan. THE RACE consists of four steps or online marketing activities designed to help brands engage their customers throughout the customer lifecycle. We Morocco Phone Number List will explore this further below. Reach. Reach involves building awareness and visibility of your brand, products and services on other websites and in offline media in order to build traffic by driving visits to different web presences like your main site, microsites or social media pages. It involves maximizing reach over time to create multiple interactions using different paid, owned and earned media touchpoints. Act. Act is short for Interact. It’s a separate stage from conversion, encouraging interactions on websites and in social media. For most businesses, the main aim of Act is to generate online leads. So, it’s about persuading site visitors or prospects to take the next step, the next Action on their customer journey when they initially reach your site or social network presence. This may mean finding out more about a company or its products, searching to find a product or reading a blog post. You should define these actions as top-level goals of the funnel in analytics. Goals can include “Viewed product”, “Added to Basket”, “Registered as a member” or “Signed up for an e-newsletter. Act is also about encouraging participation. This can be the Morocco Phone Number List sharing of content via social media or customer reviews (strictly, part of Engage). Convert. This is simply conversion to sale, online or offline. It involves getting your audience to take that vital next step which turns them into paying customers whether the payment is taken through online e-commerce transactions or offline channels. Engage. This is long-term customer engagement and communications that is, developing a long-term relationship with first-time buyers to build customer loyalty as repeat purchases using communications on your site, social presence, email and direct interactions to boost customer lifetime value.