What is the RACE model?
Strategic planning procedure that, applied to digital marketing, allows structuring an action plan based on the users' purchase stage. RACE is the acronym for the four stages that define this model (Reach, Act, Convert, Engage). On stage Reach (to achieve), the priority objective is the diffusion of the brand; in phase Act (act) the goal is to generate quality interactions with the target; to get next to the step Convert (to convert) in which it is necessary to transform leads in buyers to close the sale; and, in conclusion, reach the stage Engage ("Commit") to retain customers and build a long-term relationship. With this model, general objectives are established from which new smaller goals will emerge that are easier to obtain, measure and control.