A01 chaf6542 06 se fm indd

Management pr

ocesses

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Chapter 8  Digital marketing

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Customer conversion. Engaging site visitors to achieve the outcomes the site owner seeks 

such as leads, sales or browsing of other content.

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Customer retention and growth. Encouraging repeat usage of digital channels and, for 

transactional sites, repeat sales.

RACE (Figure 9.3) is a similar framework we have developed at SmartInsights.com to 

help marketers manage and improve the commercial value that their organisations gain from 

digital marketing. In this chapter we focus on the management issues involved in developing 

a strategy for digital marketing. The digital marketing strategy will naturally be informed 

by the wider business and marketing objectives and digital business strategy to ensure it 

supports the goals of the organisation. Figure 8.2 shows that typically there is a hierarchy of 

plans in an organisation with the corporate or business plan informing the marketing plan 

and this then informing specific market plans for different products or geographical markets. 

There is usually a separate communications plan that details the marketing campaigns that 

need to be executed to achieve the marketing objectives from the marketing plan.