Our experience has shown that the RACE model is successful and convenient for developing digital growth activities for various brands. Let us tell you a bit more about one of the most successful methodologies in marketing:
RACE Framework
(Reach-Act-Convert-Engage)
The RACE methodology includes 4 steps for communicating with the user:
- Reach: During this step, we build brand awareness and visibility for the products or services offered. We target online and offline media to drive traffic to the main website, microsites, or social media pages. The process also includes reaching more potential customers over time through the use of owned, paid, or earned media channels.
- Act: This stage involves ‘persuading’ potential customers to take the next step in their customer journey. This can happen through searching for more information to learn more about the company or services, looking for a specific product, or seeking content on a blog or social media.
- Convert: The step where we persuade the attracted audience to take the next action and become a real customer who makes a purchase, whether they do it through online transactions or in a physical store.
- Engage: At this stage, we develop and build long-term relationships with buyers. Various communications with customers are used on the website, social networks, via email, etc., to create a personal connection with them and turn them into loyal users and brand fans.
In summary
The RACE methodology provides an approach that can be used at different levels in any company’s digital marketing plan. It helps in setting goals, choosing strategy and tactics, as well as setting appropriate KPIs at each stage.
We successfully follow and apply RACE in a large part of the projects we work on.
