Mario Wentzel: R.A.C.E. Scheme | Digital Yuppies in Leipzig, 10/9

Structuring your Digital Marketing

with the RACE Scheme

Mario WentzelDigital Marketing Specialist

#DYLeipzig @digitalyuppies

#DYLeipzig @digitalyuppies

R.A.C.E. =Reach, Act, Convert and Engage

1. REACH

#DYLeipzig @digitalyuppies

R

● Raising attention

● Customers are explorers

● What do we ?

○ Advertisements

○ Sharable Content

○ Influencers

○ SEO

● What do we get out?

○ Impressions

○ Website visits

○ Fans & followers

2. ACT

#DYLeipzig @digitalyuppies

A

● Informing

● Customers are decision makers

● What do we ?

○ Email Newsletters

○ Landing Pages

○ A blog

○ Social Media Posts

○ Retargeting ads

● What do we get out?

○ Likes, hearts and lots of love

○ (unqualified) Leads

○ Time spent on your website

3. CONVERT

#DYLeipzig @digitalyuppies

C

● Converting

● Customers are consumers

● What do we ?

○ A website or

○ an online shop or

○ an app or

○ someone elses shop

● What do we get out?

○ Sales

○ Qualified leads

○ Money

4. ENGAGE

#DYLeipzig @digitalyuppies

E

● Preserving

● Customers are human beings

● What do we ?

○ Great customer support

○ Follow up Mails

○ Community building

● What do we get out?

○ Upselling/Crossselling

Opportunities

○ Word of mouth (Reach)

#DYLeipzig @digitalyuppies

Reach

AdvertisementsSharable ContentInfluencersSEO

Act

Email NewslettersLanding PagesBlogSocial Media PostsRetargeting Ads

Convert

Your WebsiteOnline ShopYour App

Engage

Customer SupportFollow Up MailsOnline Community

0. PLAN

#DYLeipzig @digitalyuppies

P

● Optimising

● Marketers are human beings, too

● What do we ?

○ Web analytics

○ Social media reportings

○ CRM analytics

○ Splittesting

● What do we get out?

○ Opportunities

○ Strategies

○ Actions

#DYLeipzig @digitalyuppies

R.A.C.E. =Reach, Act, Convert and Engage

P.Plan

THAT’S IT