Greenlife.com, an online health company has been experiencing a reduction in visitors over the past two years. This reduction has been evidenced by constricting market share and reduced profits. The manager of Greenlife.com has been told that following the RACE digital marketing planning framework may lead to a return to profitability. Develop a digital marketing campaign using the RACE digital marketing planning framework for the CEO of Greenlife.com that will lead to a turnaround of the company. The plan must detail the following: 1. Objectives – Develop three SMART objectives 2. Market segmentation a. Identify the target market segment b. Develop an online value proposition 3. The RACE framework four stages a. Define each stage and discuss their importance b. Identify and justify three online marketing activities for each stage c. Identify and discuss KPIs for each activity
Greenlife.com, an online health company has been experiencing a reduction in visitors
over the past two years. This reduction has been evidenced by constricting market share
and reduced profits. The manager of Greenlife.com has been told that following the
RACE digital marketing planning framework may lead to a return to profitability.
Develop a digital marketing campaign using the RACE digital marketing planning
framework for the CEO of Greenlife.com that will lead to a turnaround of the company.
The plan must detail the following:
1. Objectives – Develop three SMART objectives
2. Market segmentation
a. Identify the target market segment
b. Develop an online value proposition
3. The RACE framework four stages
a. Define each stage and discuss their importance
b. Identify and justify three online marketing activities for each stage
c. Identify and discuss KPIs for each activity
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