Digital Marketing Proposal
Let’s start from square one. To get your ideas approved by the management, you will need a solid proposal to convince them. So let’s jump right in to the key features of a digital marketing strategy.
A digital marketing strategy consists of 3 key features: Value proposition, target marketing strategy and positioning.
Value Proposition
What benefits or values does your brand or product bring to your customers?
Target Market Strategy
We keep hearing the same phrase “You need to get your brand/products heard and seen by your target market”. However, how do we select a target market?
Having a large and generic target market will be detrimental to your marketing campaigns. As it will reach customers that are not interested in your product at all.
“You need to differentiate your target audience between those who could be a customer and aren’t ready to buy from those who are ready to buy.”
The image on the left shows an easy way to narrow down your target market.
Positioning
In order to have a successful brand positioning, you have to:
- Understand what your consumers want
- Understand what your company’s and brand capabilities are
- Understand how each competitor is positioning their brand
Once you have got that down, the next step is to come up with a positioning statement that will resonate with your target market and something that is different from your competitors. However, make sure you are able to deliver what is said in your statement.
Selecting A Strategic Approach
After defining the 3 key features of the strategy, next phase is to select a strategic approach.
It’s a RACE
Once the plan has been finalised, next up is to decide on how to Reach, Act, Convert and Engage (RACE). Here are some important questions to consider…
Reach: How are you going to build awareness through online and offline channels?
Act: How can you engage the audience online?
Convert: How can you achieve higher conversion rates (from marketing campaigns to a successful sale)?
Engage: How can you build customer relationships in the long-run? What keeps them loyalty your brand?
While planning each section of the RACE framework, it is important to have a good mixture of online and offline communication tools to ensure that the right customers receive your marketing campaigns.
Tada! You have yourself a solid proposal now!
Do let me know your thoughts on building your digital marketing proposal and if you would do anything different. Can’t wait to connect with you in the comments!
Digital Marketing 
11 replies on “Sliding into the DM (Digital Marketing)”
Hi Jeremiah! An insightful read as usual! Was really interesting to learn more about RACE, as its the first time I’m hearing about it. It occurs to me that Reach is a very important factor to consider in your marketing proposal. Are there any recommendations of how we can reach out to our target segments? Looking forward to hearing your thoughts on this!
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Hi Xinhui! It really depends on the organisation that you’re looking at. For some, using interactive ads are more effective than others. However, the organisation should always consider having a healthy mix of online and offline communication tools to reach their desired segment.
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Hi Jeremiah! I agree that RACE is an effective strategy as it takes a systematic approach from targeting consumers to retaining them! But as you know, there are already many large competitors in various industries with more funds for research and development. I am curious as to how a young business can position their brand so it does not end up in the ‘losing zone’?
Thank you for the great read and hope to hear from you soon!
Sincerely,
Dana
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Hi Dana! Small companies can always use search engine optimisation (upcoming post!) to raise their rankings on search engines like google. This will help them stand out from the vast ocean of companies out there. With a strong search engine ranking, smaller companies will be able to appear on relevant searches from their target audience and beyond.
With that data, smaller companies can actually pay a fee to access google analytics and analyse various KPIs such as bounce rate, conversion rates, etc.
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Hello Jeremiah! I love the aesthetics of your blog! It is very easy to digest and to look at! RACE is a very good model to follow when it comes to marketing, my question today is, which component of RACE do you think is one of the hardest to handle? In my opinion, it is “C”, Conversion! There are many competitors online and what makes your business so attractive to them is one of the hardest puzzles to solve out there in the market! Would love to hear your reply soon!
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Hi Jingwen! Each of the steps have their own set of obstacles. The ‘E’, engage, is probably the hardest to achieve in my opinion. ‘Reaching’ out to your target customers can be done easily with Google analytics, ‘Act’ is a little tricky but can be done by improving the site’s design and analysing pages’ hotspots, ‘Conversion’ can be done having a strong marketing communication plan with appropriate online and offline channels involved. However, ‘Engage’ is tricky, your business must be able to create a community for your customers and ensuring that they stay with the community. If this is done well, they might even recommend your brand to their friends and family.
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Hey Jeremiah! Enjoyed reading your post today! It was insightful, especially the flow chart of the RACE concept. Many times when a business struggles, it boils down to one or more of the steps in the RACE flowchart and they’d have to identify that part and work on it. This brings me to my question: Which of the steps in the RACE concept do you think is the most important and why? Looking forward to hearing your thoughts!
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Hi Saywee, I feel that all the steps are equally important to a business. However, the hardest to achieve is the ‘E’ component in the RACE model. Being able to capture the right audience, getting them to buy your products is part of a successful business. To ensure that the customers stay loyal to your brand and creating a community where you can actively engage your customers will be a little more tricky. Many companies are ramping up their engagement with their customers, a very good example is Apple. Apple has done an excellent job creating a community, or some may say “cult”, the actively engages their existing customers and making them feel like they are part of a large community of Apple owners.
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Enjoyed your article. The use of visuals helps simplify the topics that can otherwise be overwhelming.
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Thank you! Yeah, some of these topics can get a little technical and boring. Adding some visuals can make it easier to understand.
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I really liked your article. The way you have presented this information is worth sharing. Thank you.
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