Creating an integrated digital marketing strategy is now essential for businesses of all sizes that want to capitalise on growing online opportunities for customer acquisition and retention. (Smart Insights)
What is a Digital Marketing Strategy?
Rather than simply focusing on individual tactics such as paid search or social media, a true digital marketing strategy connects these channels to business goals. As Dr Dave Chaffey defines it: “Achieving marketing objectives through applying digital media, data and technology.” (Smart Insights)
Such a strategy should:
- Align with the overall marketing strategy and business objectives. (Smart Insights)
- Prioritise investment in people, media and technology. (Smart Insights)
- Define how online and offline channels integrate, how new business or revenue models may develop, and how digital activity supports growth. (Smart Insights)
The Role of AI in 2025
Generative AI tools (like ChatGPT and Google Gemini) have become part of the modern marketer’s toolkit — not just for copywriting but also for helping shape entire digital strategies and plans. (Smart Insights)
Structuring Your Strategy: The RACE Framework
Smart Insights introduces the RACE framework to simplify digital strategy planning and implementation. (Smart Insights)
Part 1: RACE Planning Framework
- A five-step funnel-style model that maps key digital marketing activities and metrics. (Smart Insights)
- Helps businesses take a data-driven approach: set objectives, measure performance, and optimise continuously. (Smart Insights)
Part 2: OSA (“Opportunity-Strategy-Action”) Growth Process
- Opportunity: Audit current performance, review the marketplace and set objectives. (Smart Insights)
- Strategy: Prioritise initiatives, allocate budget, select channels and determine tactics. (Smart Insights)
- Action: Plan and implement a 90-day action plan, then review and refine. (Smart Insights)
Key Steps to Build Your Plan
- Audit and review your current digital marketing maturity — cover aspects like data infrastructure, customer communications and experience. (Smart Insights)
- Define SMART objectives for acquisition, conversion, retention and growth via digital channels. (Smart Insights)
- Identify priority channels depending on business context. For example:
- High search intent? Focus on search marketing.
- Less search intent? Prioritise social media, PR or display. (Smart Insights)
- Plan a 90-day action roadmap, then build an annual plan and longer-term roadmap. (Smart Insights)
- Monitor and optimise continuously, using data to adapt your tactics and strategy. (Smart Insights)
Why This Matters
Nearly half of companies surveyed still lack a defined digital marketing strategy — explicitly showing the gap many organisations face. (Smart Insights)
By adopting a structured approach like RACE + OSA, and leveraging evolving digital technology such as AI, businesses can better position themselves to seize growth opportunities in 2025.
