Digital transformation plan

A digital transformation plan defines a long-term roadmap for changes to business and communications models, resources, structure and process to enable an organization to compete through improving their digital marketing and digital business capabilities.

I developed the RACE marketing model to give businesses a framework to structure a digital transformation plan.

See this article on Smart Insights from Sarah Lindley giving more detail on how to structure a digital transformation plan using PR Smith’s SOSTAC framework. Plus, I have written a more detailed guide covering ‘What is digital transformation strategy?


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.