Digital platforms are dynamic that are new to mass audience and evolving fast. In today’s world marketers need a plan of action with clear direction and strategy. RACE strategy appears to be the most viable plan ever. Check out complete article here: http://blog.logodesignguru.com/visitors-drop-off-digital-marketing-race-strategy/

1. RACE strategy is all about customer centered and data driven analysis
Here’s a strategy to RACE your way into the
digital marketing world.
yes it is integrated in
our marketing strategy
Reach your prospects
Act to achieve interaction
Convert to lead or sale
Yes it is separately
defined
No we are doing
digital marketing
without any strategy
Does your organization
have a clearly defined
digital marketing
strategy?
20%
73% 07%
Engage over a period of time
How it works in 3 steps
1. Building audience personas
• Share details of the customers with
marketing team
• Nurture leads and make them sales-ready.
2. Advanced audience targeting
• Creative ways to reach new customers
• Segment them based on geography,
demographics, interests and behavior.
3. Funneling qualified leads
• Gain insights into customer needs
• Approach and engage leads with deeper
understanding.
The top four channels for increases in digital marketing spend last year
were:
At each stage, the leads are nurtured and eventually made sales ready.
Sometimes, the buyer’s intent is determined.
Factfile
Less than 30% of small businesses use Website analytics, call
tracking, or coupon codes. 18% of small businesses admit to not
tracking anything.
Factfile
Users who are retargeted to are 70% more likely to convert.
Factfile
Most websites will see bounce rates fall somewhere between
26% and 70%.
Factfile
Email marketing
Online advertising
61%
marketers increasing spending on this
channel
Social media
49% Mobile
marketing
40%
SEO/PPC
38%
The marketer’s journey
The ‘funnel’ element is intended to reflect the fact that potential
customers will drop off at each stage of the journey, leaving a smaller
number for you to connect with.
The consumer journey
CONSUMER
SEO Social media marketing
Reach
Act
Email
marketing
Multiple
landing pages
Convert
Lead
generation
Content
marketing
Engage
Multiple
landing pages
Email
marketing
Awareness
initial consideration set
Interest
active evaluation
Desire
moment of purchase
Action
post-purchase experience
The number of visitors who left the conversion process without
completing it is the drop-off rate.
Tracking drop-off rates
http://www.pardot.com/buyer-journey/
https://buildfire.com/essential-metrics-measure-digital-marketing/
https://www.bluecompass.com/blog/why-digital-marketing-and-sales-go-hand-in-hand
References
Total site visits
Gives a rough idea of how effective your campaigns are
at driving traffic.
Traffic by sources of channels
• Direct visitors
• Referrals
• Organic
• Social media traffic
Interactions per visit
Which activities and behaviors are keeping visitors on
your site and what you can do to encourage more.
It’s an indicator of the quality of your content.
Number of return visitors vs. Number of new visitors
Exit rate
Enables the marketer to specifically identify drop-off
points.
Bounce rate
A high bounce rate points flaws in digital marketing
campaign.
Cost per visitor CPV
and revenue per visitor RPV
Ideally RPV should exceed CPV
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