Digital Transformation
We integrate digital technology into all areas of a business, fundamentally changing how you operate and deliver value to your customers. Digital Transformation requires a complete understanding of the company, a business analyst is provided to execute a proper transformation.
We help by creating a digital strategy road map, a description of your company roles, and help you in a step-by-step execution of the plan.
The term “digital transformation” has become so ubiquitous that some people roll their eyes at it. Yet the effective use of new digital technologies is proving to be a business performance driver. Some 61 percent of companies deemed effective at using digital technologies saw higher revenue growth than their competition, according to the Harvey Nash/KPMG CIO Survey 2018.
RACE Marketing Framework.
The RACE mnemonic summarizes the key online and multichannel marketing activities that we manage as part of digital marketing plan. RACE covers the full customer lifecycle or marketing funnel from:
(Plan) > Reach > Act > Convert > Engage
There is an initial phase of PLAN, which involves creating the overall digital strategy, objective setting, and plan, so sometimes members call it PRACE, but we prefer RACE Planning for simplicity.
We have defined four steps of engagement across the customer lifecycle since in online marketing there is a major challenge in gaining interaction, participation with prospects, and creating those all-important Leads after the initial customer touchpoint.
These interactions, covered in the Act step can take place over several channels and touchpoints such as web, mobile, social media, and email contacts, so these leads need separate management from final conversion to online or offline sales through techniques like retargeting and assisted selling.
Adopted from Smart Insights.
Planning Digital Transformation?
REACH involves building awareness of a brand, its 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.
The following chart depicts the stages of REACH.
KPIs we follow to manage RACE
We believe that data-driven marketing is the best approach to growing business through digital marketing. Priorities and improvements are based on a sound evaluation and optimization process using digital analytics showing which marketing activities are effective and which aren't. This diagram shows relevant key performance indicators (KPIs) that we use at each stage.
