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hi i'm dave chaffee and in this explainer we're going to take a look at a practical tool that you can use to review all the options that are available uh with digital communications now we'll warn you uh this is quite complex but there's a reason for that okay i i warned you and i originally created this with the team at smart insights to show really to shock people to look at the complexity of all the different touch points that we need to manage in digital marketing and show all the different skills that you need uh within your team or or agency so you can see that this particular example is with business to business but you'll see a similar pattern of tools within consumer marketing as well although the balance may change so social media may be more more important for example so we read this from left to right and we're really thinking of a an individual consumer or business to business person how they're developing familiarity with with a brand moving towards purchase which occurs here at the convert stage of our smart insights race framework so thinking about our goals the the branding goals we've got brand awareness we want to develop when we're reaching our audience on the the left there and then as we're interacting with our audience through the website the content email marketing we're looking to create uh brand familiarity and brand preference and our content marketing is really uh important in achieving that uh then with uh convert this is where we're achieving uh sale um that might be online but it will also be offline interactions particularly within b2b with perhaps a salesperson uh to to explain the proposition and then the engage part of race relates to customer communications when someone's already purchased so email social media marketing the website can all uh be important here uh to develop loyalty and they're thinking of our goals at the bottom from a b2b perspective we talk about demand gen uh and initially to show the need for products and services we're looking at the act stage to generate leads so this is encouraging someone to sign up for an offer perhaps subscribe to a newsletter download a white paper and then we're looking to nurture that that interest in our products and services and and brand through our convert communications and we're developing that mql uh that's jargon for marketing qualified lead so someone we know is a good fit for our products and services and we may uh qualify that further as a sales qualified lead before hopefully conversion to uh customer occurs and um so that that's the uh the overall framework let's now take a look at the detail of the different communications channels and you can see we've divided them into paid owned and earned media and what we can do for each of these if we're using this as an audit tool we can plot on uh the actual communications tools that we're we're using so for example we might be using search pay-per-click which is google ads um and that would we we'd mark that on a chart like this we might be using content marketing technique as part of the experience so tofu is top of funnel uh content but maybe we weren't using uh the middle or bottom of funnel content we wouldn't show those on a child so that's an opportunity of uh techniques that we can work at and uh improve upon now i think race is often thought of as an online marketing framework and that's where it was developed to show the opportunities but this is an omnichannel framework so you will see that we do have offline uh communications here as well so the reach stage we may be using print dm bigger brands will use tv advertising and then you may see as well when we get over to the convert stage we may have sales calls as part of the experience where we're offline persuasion getting to know the audience needs and explaining the proposition are important there and we've also got live chat which has um a human element also so you can see we've marked on in reach we've got seo content marketing important as part of inbound marketing with your your owned media where this is your own content on the website through organic search um we haven't got it marked here but paid social could be important for reach we've got organic social here um starting to think within act about different customer journeys and looking at the analytics with a data-driven approach to see where people are entering the the website are they mostly arriving by the home page are they deep linking in to deeper within the customer journey uh then we've got uh remarketing you'll see this occurs both here and within convert also known as retargeting remarketing is the the term that google uh in in their google ads service uh they use this is great for reminders as people are using the web to encourage them to return to the site or engage with social media because facebook and insta also offer this uh within their ad services then we've got cro uh to to encourage as many people to sign up as prospects as possible we may use a b testing and cro stands for conversion rate optimization so we may run different versions of a landing page that we're looking to increase the conversion rate through making it more appealing by testing different visuals and different messages and we can also use cro at the convert stage also moving finally to engage really important here particularly for online and startup brands to have a good customer onboarding experience because that's the first impressions are always important and that will encourage loyalty if you can get that initial experience right b2 c brands in particular will develop loyalty programs uh b2b brands may use newsletters social media to keep in touch with their audience to to talk about the latest developments and we can also use remarketing uh and personalization here to tailor the uh experience uh the final we do you see the curve here dips away of course keeping engagement is one of the challenges of digital marketing so we may need to try to re-engage with ads or with our email marketing to to keep our customers engaged