Defining the scope of exactly what digital marketing is, using the ‘5Ds of Digital’ and the Smart Insights RACE Framework

My recent blog post on 2021 digital trends shows the latest innovations, but here we go back to ask ourselves what is digital marketing? This is important since for some businesses, particularly more traditional marketers or business owners, ‘digital’ is simplistically taken to mean ‘our website’ or ‘our Facebook page’. This thinking limits the scope and opportunity of what’s managed and it means that activities that should be managed may be missed.

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Plan your digital channels

The RACE Framework maps the online customer journey across all potential touchpoints, showing the scale and opportunity of all your digital channels – more than just ‘a website’ or

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