Social media are one of the most powerful digital marketing channels since they can be applied through the customer lifecycle with these aims:
- Reach: Organic and paid social updates to create awareness including through lookalike targeting
- Act: Paid social options to generate leads
- Convert: Retargeting options at an individual level to increase conversion
- Engage: Customer communications through organic updates, retargeting and uploading customer lists to reach known customers
This lifecycle visual summarizes the options for using paid and organic social across RACE.