# data[].attributes.headline
List the 11 channels and their metrics, and ease and means of measurement + Quiz 1.2B

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List the 11 channels and their metrics, and ease and means of measurement + Quiz 1.2B

# data[].attributes.body
For each of the below - list metrics, ease of measurement and means of measurement.

social media, websites, email marketing, seo, ppc, podcasts, press release, print, magazines, advertorials, broadcast /outdoor

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Research successful guerrilla marketing campaigns and unsuccessful campaigns that have happened in the UK. Give 3 examples.

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Research successful guerrilla marketing campaigns and unsuccessful campaigns that have happened in the UK. Give 3 examples.

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Why were they not a success? Why were they a success?

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List all your products/services and state what phase of the product lifecycle they are in

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List all your products/services and state what phase of the product lifecycle they are in

# data[].attributes.body
Introduction

Growth

Maturity

Decline

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Rank the below in terms of cost - least to most expensive

# data[].attributes.subject
Rank the below in terms of cost - least to most expensive

# data[].attributes.body
Website, SEO, PPC, Email marketing, Social Media, Podcast

PR, Print, Broadcast/outdoor, magazine, advertorial

# data[].attributes.body
•At the end of the training you will be able to:

•Outline online and offline marketing communications channels (CIM)

•Explain the characteristics of marketing communications channels (CIM)

•Recommend appropriate marketing communications channels to meet campaign objectives (CIM)

•Understand current and emerging technologies and software which impact on marketing (K8)

•Understand how to build and implement campaigns across a variety of offline and digital media platforms (S6)

•Monitor and amend campaigns to meet budget requirements including time and monetary costs (S15)

•Use a website CMS to publish text, images and video/animated content (S11)

•Use data analysis tools to record, interpret, and analyse customer or campaign data (S18)

•Understand how internal stakeholders work to support the delivery of marketing campaigns (K11)

•Understand the importance of reviewing campaigns regularly to ensure effectiveness and optimisation (K18)

•Understand the campaign management process (K19)

•Understand the tools used to support the campaign management process (K20)

•Create and maintain spreadsheets to support marketing activities (S12)

•Review campaigns regularly to ensure effectiveness and optimise results (S16)

•Measure and evaluate campaign delivery to identify areas for improvement (S17)

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Identify all the online and offline channels you can think of

# data[].attributes.subject
Identify all the online and offline channels you can think of

# data[].attributes.headline
Research the demographics that can typically be found on each channel (10 channels)

# data[].attributes.subject
Research the demographics that can typically be found on each channel (10 channels)

# data[].attributes.body
Instagram

Facebook

TikTok

Pinterest

Linkedin

Threads

X

Snapchat

YouTube

Reddit

Age

Gender

Income

Occupation

# data[].attributes.headline
List the advantages and disadvantages of channels having a two-way dialogue 

# data[].attributes.subject
List the advantages and disadvantages of channels having a two-way dialogue 

# data[].attributes.body
Two-way communication in a digital marketing context means that there is clear dialogue taking place between a brand and its followers, customers, or leads.

# data[].attributes.headline
Complete the following (create slides) and complete Quiz 1.2A

# data[].attributes.subject
Complete the following (create slides) and complete Quiz 1.2A

# data[].attributes.body
What's the difference between primary and secondary channels?

For the 16 channels given -

Social Media, Advertorials, AI, Influencer marketing

Email marketing, print, VR, broadcast/outdoor

Website, SEO, magazine advert, AR

PPC , Podcast, PR, voice search

Complete the following analysis

Reach – Does your channel have a targeted or mass reach? What are the factors that impact on the reach?

Costs – give your channels a category of £/££/£££ , and what size business they are suited –S/M/L

Two-way dialogue – Does your channel have a two way dialogue? If so how?

Ethical and environmental – what considerations must you consider when choosing your channels?

Ease of access – How easy is it to utilise those channels for your business?

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The advantages and disadvantages of each approach

# data[].attributes.subject
The advantages and disadvantages of each approach

# data[].attributes.body
Multi-channel

Cross-channel

Integrated

Omnichannel

What businesses would these be suitable for?

# data[].attributes.headline
Product launch vs Customer crisis comms - how are they handled within your business?

# data[].attributes.subject
Product launch vs Customer crisis comms - how are they handled within your business?

# data[].attributes.body
What is the objective of both?

Tone of the message?

Target audience - Product Launch?

What channels would you use in your business for both situations?

Generally what is the process that you are aware of regarding the above.

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List the disadvantages of the emerging channels + Quiz 1.1B

# data[].attributes.subject
List the disadvantages of the emerging channels + Quiz 1.1B

# data[].attributes.body
Augmented Reality

AI

Voice Search

Influencer Marketing

VR

# data[].attributes.headline
List the disadvantages of all the offline channels

# data[].attributes.subject
List the disadvantages of all the offline channels

# data[].attributes.headline
List the disadvantages of podcasts + Month 4 Quiz 1.1A

# data[].attributes.subject
List the disadvantages of podcasts + Month 4 Quiz 1.1A

# data[].attributes.headline
List the disadvantages of email marketing

# data[].attributes.subject
List the disadvantages of email marketing

# data[].attributes.headline
Rank the social channels by their MAU (monthly active users), smallest to largest

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Rank the social channels by their MAU (monthly active users), smallest to largest

# data[].attributes.headline
Identify all the disadvantages of social media

# data[].attributes.subject
Identify all the disadvantages of social media

# data[].attributes.attachment_link.readable_text
Improve your Digital marketing strategy - How should I structure my digital marketing plan for 2024? with our hub page
Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques. They will help you quickly understand how to make the most of the technique through definitions and recommendations on our member resources and blog articles covering strategy, best practices and the latest statistics.
How to structure a digital marketing strategy?

We believe that an omnichannel marketing strategy is essential for marketers to take advantage of the growing digital marketing opportunities for acquiring and retaining customers - so you can win more sales. See our article on 10 reasons you need a digital marketing strategy for the compelling reasons why you need a dedicated strategy to prioritize your investments in digital communications.

What is a digital marketing strategy?

Most definitions of digital marketing strategy, dive straight into the digital marketing tactics like organic and paid search and social media (it's still vital to invest sufficiently in these and follow best practices). For us, what is most important is how the strategy supports the business goals and is integrated with other offline marketing activities. So in his book Digital Marketing: Strategy, Implementation and Practice, our co-founder Dr. Dave Chaffey defines Digital Marketing simply as:

" Achieving marketing objectives through applying digital media, data and technology".

In our view, a Digital Marketing Strategy is essential to provide a consistent direction for online marketing activities and channel integration. The aim of the strategy should be to ensure the integration of digital and other marketing activities and to support overall business objectives. Digital marketing strategy needs to align with marketing strategies to grow a business through customer acquisition and retention or to achieve the communications goals of not-for-profit organizations.

A digital strategy should also aim to impact business and marketing strategy by identifying opportunities to create value for customers and the business by reviewing new digital business and revenue models such as subscription commerce. We believe an online marketing strategy is essential since without it, businesses fail to invest sufficiently in always-on lifecycle marketing activities and improving best practices for all the digital marketing channels shown in the visual.

Our visual is defined to simplify the many digital media channel options available on different platform such as Meta, Google, Microsoft, Amazon and publisher sites into six areas of improvement both for your marketing campaigns and continuous, always-on promotion.

The six digital marketing communications tactics that the digital marketing strategy must specify investment in and improvements to best practices are:

Bringing all this together, our definition of digital marketing strategy that is relevant to all businesses from small to large is:

"A plan defining the future direction and investment needed to improve the contribution of digital marketing for a business. It should set SMART objectives for digital channels and prioritize strategic initiatives to harness digital media, data and marketing technology to increase engagement of audiences using digital devices and platforms. Its scope should include opportunities from both new business and revenue models and always-on and campaign communications integrated with offline media and interactions.

How is a digital marketing strategy structured?

As with other types of marketing strategies, an effective digital strategy needs a clear process to define the steps of creating and implementing the plan. It also needs a clear framework of digital marketing activities to 'cover all the bases' of the many digital marketing techniques needed to maintain continuous visibility through always-on marketing activities using channels like web, search, social media and email marketing.

Do you have a defined digital marketing strategy?

Did you know many companies don't have a digital marketing strategy?

Our recent Managing Digital marketing research report showed that almost half (47%) of companies don't yet have a planned strategy:

Our RACE Growth System for improving marketing effectiveness has two parts to structure your plan that covers both the framework and process that we will introduce in this article using two different visuals:

1. The RACE Planning Framework: defines the essential activities and measures businesses need to master to survive and thrive in today's marketing world.

2. The RACE OSA improvement process: defines the three steps needed to build and implement your growth plan - either for your overall marketing plan or for an individual channel, such as organic search, social media or email marketing.

Learn how to use the RACE Growth system to improve your digital marketing

If you sign up as a Free member of Smart Insights, you can download our popular 90-day RACE planning template which explains how to use the RACE Growth system.

Part 1. The RACE Planning framework

Our popular infographic summarizes the 5 steps of the RACE Marketing Planning Framework which is a classic marketing funnel aimed at improving marketing effectiveness.

The benefit of our digital marketing framework is you can start to see results from your marketing activities instantly, and you can use data and insights to adapt your plan to meet your objectives as you can see below.

The Smart Insights approach to improving digital marketing maturity is data-driven, so the infographic recommends some of the key measures that should be used to set targets and improve performance at each stage.

Our free planning template recommends what to review to improve results from marketing in more detail.

Part 2. The RACE OSA improvement process:

To make the RACE planning framework actionable, OSA gives a simple process to create your overall strategy and improve the results of individual channels such as search, social media and email marketing.
OSA stands for Opportunity > Strategy > Action
The RACE OSA growth process is designed to help our members improve their results from marketing, customized to their needs based on the size and type of business, their personal experience and needs.
So you can make an instant impact, we recommend you start by creating a 90-day prioritized plan and then create a longer-term annual plan and roadmap.
OSA has three simple parts that integrate with our planning templates, learning paths and other tools:

In your first 90-days with Smart Insights, our system will quickly help you decide where you need to prioritize to achieve your business and personal needs by using our learning paths, tools and templates to create your learning and action plan.
What are the key activities in each part of OSA?
You can apply OSA to different marketing activities from creating a growth plan for the next 3 months, creating an annual plan or improving your marketing campaign process. It also works well for driving results from individual channels like the website, organic or paid search, social media or email marketing. You can also apply it to your personal learning and skills development.

Opportunity

Audit performance

Review marketplace

Key issues summary

Set objectives

Strategy:

Review marketing and digital strategy options

Assess budget / business case

Prioritize and select strategic initiatives

Action:

Plan 90-day activities

Implement plans

Review results

You can then continue improvement using our 90-day planning template.

5 stages of planning a digital marketing strategy with examples.

The 5 stages of strategic digital marketing planning are: Plan > Reach > Act > Convert and Engage.

In this section, we will summarise the key success factors for each stage of your digital marketing strategy, with examples, integrated across the Smart Insights RACE Framework.

1. Plan

Every successful digital marketing strategy starts with a plan! We recommend you use a data-driven approach, review your current digital marketing effectiveness, and plan to improve from there.

Omnichannel planning opportunities include customizing analytics, setting up KPI dashboards, and setting SMART objectives to create a strategy of prioritized improvements to how you deploy digital marketing media, technology, and data to increase leads and sales.

To ensure your digital marketing strategy is working efficiently and effectively, we recommend taking a digitally-focused approach to strategy and planning. Our RACE Framework is designed for marketers and managers to create a fully integrated, data-driven, practical digital marketing funnel to support their business' overall vision.

Our 5-step digital marketing plan guides you through reaching new audiences, to nurturing interaction, converting customers, and encouraging engagement and advocacy. That's why we call it the R-A-C-E Framework.

If you're still looking to introduce or define digital marketing within your business, check out our recommended 18 digital marketing techniques to kick off your digital journey.

2. Reach

Strengthen your marketing funnel by reaching more customers and building awareness. Inform your digital marketing strategy with the latest key online marketing techniques to drive visits to your site.

Smart Insights members can keep up to date with the latest marketing techniques across each stage of the RACE Framework.

3. Act

Encourage interactions on your website or social media to help you generate leads for the future. Having reached your audience, it's crucial you influence their next steps to move down the funnel toward a purchase decision.

Content marketing

Here, strategic content marketing comes into play. Use content marketing to entertain, inspire, educate, and convince potential converters during their customer lifecycle.

4. Convert

The pinnacle of your structured digital marketing strategy is, of course, to convert more customers. Use retargeting, nurturing and conversion rate optimization to remind and persuade your audience to buy online or offline if phone and face-to-face channels if these are important to you.

5. Engage

Finally, after you're worked so hard to get them, did you know you can increase sales from existing customers by keeping them engaged after their first purchase? Improve your personalized communications using web, email, and social media marketing using the data you already have about them to create hyper-personalized marketing campaigns.

Customer engagement research and testing options for digital marketers today include:

Customer personas

Customer journey and content mapping

Voice of customer surveys

Path analysis

Website customer intent surveys

Usability studies of digital experiences

Multivariate testing

Moreover, machine learning enables unprecedented insights into consumer behavior. For example, predictive analytics can be used to identify:

Best send times to engage an individual (can be based when they originally bought or subscribed, but this can be refined through time)

Best timing and offer for follow-up communications based on analysis of latency (average interval of response)

Best product or category combinations from cluster-based segmentation

Download a free digital marketing template to optimize your customers' journeys

Digital marketing channels play a key role in your customers' experiences of your brand. But in today's demanding digital landscape where customers' expectations are outpacing martech developments, failure to plan your omnichannel journeys can lead to a disconnect. Our RACE Framework can help you structure your plan.

Here, you can see how paid, owned, and earned media, alongside digital experience, take roles in reaching new audiences, nurturing interaction, converting more customers, and encouraging engagement and advocacy.

Get started today using our tried and tested step-by-step process. Apply the Smart Insights RACE Framework to optimize your marketing and win more customers.

If you're looking to improve your approach to managing digital marketing, as a Business Member, we can support you to get it right the first time by following our example planning templates for different sectors which are available as downloads in Word and Powerpoint.

To step you through the process of creating a plan our premium members use our RACE Practical Digital Marketing Learning Path.

Our Learning Paths are integrated with downloadable templates to help you audit your performance, set forecasts and create action plans. Each Learning Path includes different types of example templates in Excel, Powerpoint and Word from our resource library to help you create your action plans as you work through the Learning Path.

The remainder of this article gives some additional recommendations for resources on Smart Insights and other websites advising on online marketing.

Digital marketing strategy - How should I structure my digital marketing plan for 2024? quick guide

Digital marketing strategy - How should I structure my digital marketing plan for 2024? success factors

An effective digital marketing strategy will help you take the right decisions to make a company successful. A strategy process model such as RACE provides a framework that gives a logical sequence to follow to ensure the inclusion of all key activities of strategy development and implementation.

We recommend businesses start by auditing their digital marketing maturity to identify how their current approach may be hampering their ability to compete.

In larger businesses, a strategy will only be successful if it is built on reviewing these 7 core capabilities shown on our maturity assessment:

Strategic approach

Performance improvement process

Management buy-in

Resourcing and structure

Data and infrastructure

Integrated customer communications

Customer experience

Free members can download this and other digital channel benchmarks to rate their digital maturity and identify improvements.

Our Digital Transformation Learning Path for Business Professional members shows how to manage the change to provide the right platform for success.

Learn more about the premium membership options for different types of business.

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Digital marketing strategy: How to structure a plan for 2024?

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Create a digital marketing strategy. Get started today with a tried and tested step-by-step process, the Smart Insights RACE Growth System

# data[].attributes.headline
What have you been up too since our last session (describe what marketing activities you been working on in the workplace etc)

# data[].attributes.subject
What have you been up too since our last session (describe what marketing activities you been working on in the workplace etc)

# data[].attributes.headline
What is your biggest takeaway from this session?

# data[].attributes.subject
What is your biggest takeaway from this session?

# data[].attributes.body
Creating Social Media Posts

Researching Content for Newsletters

This morning I have been updating product pages (titles and images)

Updating Meta content for 46 products

Internal Linking for those 46 products into 12 related blogs

Attended IPM Congress

# data[].attributes.body
-Attended Wimbledon for a content day, did a jewellery/tennis bracelet giveaway with the public in Wimbledon village. Can see on our LILY & ROO tik tok :)

-Planning for christmas ecom shoot for next month

-Had a call with our new Pinterest representative for ads and strategy plan

-Working on understanding TikTok analytics to improve our engagement, I am eventually going to be managing the TikTok

-Editing and filming reels/TikTok for Christmas, making and engraving content

-influencer outreach

-product pages on website- image selection

# data[].attributes.body
newsletters

insta and tiktok posts

competitor rasurch

imp event

updating product pis on brand page

# data[].attributes.body
Online:

Website

Instagram

Facebook

TikTok

Snapchat

Newsletters

Search Engine

Threads

X

Reddit

Pintrest

TV Advert

Offline:

Posters

Flyers

Letters

Billboards

Postcards

Unsure:

Radio

# data[].attributes.body
online:websites

social media: tiktik,insta,linkedinn,facebook

ads;tv ads

offline: ads/posters on building,transport

door to door

interviews/talking to public

events

# data[].attributes.body
Offline:

-newspaper

-billboards

-posters

-leaflets

-direct mail

-buisness cards

Online

-Social media

-online news tabloid

-ads

-blogs

-website

-emails

-tv advert

# data[].attributes.body
Can be difficult to be seen when starting out

Very competitive landscape

Can be difficult to manage community as page gets more popular

can be difficult to measure ROI as people can go to your website from the platform or through search engine

# data[].attributes.body
social media trends,changing quickly

social media trolls

social media fake accounts/catfishing

once content is out there you cant take it back

competetive

# data[].attributes.body
spread of negativity/ misleading info

takes time to understand algorithms

hard to track ROI

needs a lot of time and might not have resources

high competition

# data[].attributes.body
-Reddit

-threads

-linkedin

-facebook

-pintrest

-x

-youtube

-Snapchat

-instagram

-tiktok

# data[].attributes.body
1. Threads

2. Pintrest

3. LinkedIn

4. Reddit

5. X

6. Facebook

7. YouTube

8. Snapchat

9. Instagram

10. TikTok

# data[].attributes.body
reddit

threads

pinterest

facebook

x

snap

youtube

linked inn

insta

tiktok

# data[].attributes.body
Can be expensive to run/maintane

Expensive to rank high on SE

Can 'break' very quickly if plugins get updated and are no longer compatible

Can become very overwhelming for consumers if too 'busy'

# data[].attributes.body
-high costs

-requires regular updates

-can have technical issues/crashes

-performance issues causing loss of sales

-competition

# data[].attributes.body
needs updating regularly

issues with bugs or ppl trying to take infomation/hack website

fake website accounts

competition

needs to be high ranking seo

# data[].attributes.body
Spam

Time-Consuming to optimise (same as Website)

Low Subscriber counts

People may not sign up

Can get expensive very quickly if you have automated flows and gaining alot of new subscribers

wont always get seen if you have a bad deliverability score

# data[].attributes.body
can oversend and people unsubscribe

If not an engaging title, people won't open

could go into junk if sent to much to one person

outdated emails

high maintenance

# data[].attributes.body
can bee too much makes people want to unsubscribe

can go into junk and never be seen

have to be rally careful aboutgdpr not taking too much info from them and thy have to easily unsubscribe

time comsuming to do

# data[].attributes.body
Time-consuming

Expensive

Will not see immediate results

Very competitive - competing with companies 10x the size of you

Can be affected by factors such as domain authority

# data[].attributes.body
Slow results, can take time to see improvements

high competiiton

high quality requires skills, and can cost a high amount to fund

limited control

hard to track ROI

# data[].attributes.body
takes a very long time,always have to be on top of it

can be quite technical

competitvie

always changing

results take a while to see

# data[].attributes.body
Expensive

Doesn't provide consistent long term results

Can be completely blocked by ad blockers

Can sometimes be empty money spent - will not always convert

# data[].attributes.body
high cost

When not being paid, it is stopped, doesn't stay like SEO

not always the traffic you want

# data[].attributes.body
can be costly

if you have been doig it for a while and suddenly stop you could loose alot of sales

also could be wasted money

not long term result

# data[].attributes.body
Might not always get guest appearance

Boring Conversations

Might not provide the intended value to listeners

Difficult to figure out ROI

saturated market

# data[].attributes.body
once its uploaded you cant take it back

opinions and talking about things can always be controversal

series can be too long and bore people

no roi

# data[].attributes.body
requires a lot of times in planning, editing etc

Difficult to gain visibility without strong promotion across channels.

Building a loyal listener base takes time and consistency.

Tracking conversions, leads, or direct sales from podcasts is hard to measure

# data[].attributes.body
200%

112.5%

1 15000 – 5000 = 10000 / 5000 = 2 x 100 = 200%

2 8500 – 4000 = 4500 / 4000 = 1.125 x 100 = 112.5

# data[].attributes.body
400%

221.43%

1.5000 – 1000 = 4000 / 1000 = 4 x100 = 400%

2.9000 – 2800 = 6200 / 2800 = 2.21433 x 100 = 221.43%

# data[].attributes.body
Might be thrown in bin (flyers, mail etc)

Weather may affect digital displays and billboards

May not buy magazines

Can't edit content once finalised to update it

# data[].attributes.body
can be more costly

not accesible to see all the time

more forgetable

no specific target audince

cannot be updated

# data[].attributes.body
-can be thrown away

-more costly

-people might not notice

-not specific target

# data[].attributes.body
Expensive

AI might put older generations off

Influencer marketing can be very high risk, something could come out about the influencer overnight and your now associated with them

# data[].attributes.body
AR-may not always be accurate to interact with ppl may find it confusing,not aways suituble,niche

AI-hasnt been around long ppl may not trust it,isnt always accurate

Voice-cannot always pick up voice and accents

Influencer-can work oppositly ppl maynot like the influencer can be controversial,

VR: may not always be accurate,still under alot od testing,can be hard on the eyes

# data[].attributes.body
AR

High development and implementation costs.

Requires compatible devices and strong internet connectivity.

Can be complex to integrate into traditional marketing funnels

AI

May lack human feeling in customer service or creative messaging.

Data privacy concerns can reduce consumer trust.

Initial setup and training can be lengthy

Voice Search

Limited keyword control

Harder to track and measure ROI effectively.

Voice results often favor top-

Brand tone is harder to maintain in an audio-only format.

Influencer Marketing

ROI can be inconsistent or difficult to measure.

Risk of brand misalignment or influencer controversies.

Audience fatigue from overexposure to sponsored content.

Virtual Reality

High equipment and production costs.

Niche audience due to hardware requirements.

Limited usability

# data[].attributes.body
multichannel: Advantage:wider audience reach

channel specific goals

Disadvantages: not a smooth journey

customer restarts joureny at each touch point

Cross channel: Advantage:enhances customer journey better for data utilisation

Disadvantages:it only takes the customer so far

inst fully seemless

Intergrated: Advantage:brand consistency

Disadvantage: alot more work to do this,expansive

Omni: advanages:totally seamsless high customer retention

disadvntage:more expensiv alot of effort and can go wrong

# data[].attributes.headline
Current and emerging technologies and software

# data[].attributes.subject
Current and emerging technologies and software

# data[].attributes.body
Identify 3 emerging technologies (e.g., AI, AR, voice search) impacting marketing today.

Propose how your company could trial one of these technologies in a campaign and measure success.

# data[].attributes.body
Advantages:

can get a better understanding of what the customers want and expect

More engaged community

Disadvantages:

Customers can feel unimportant if they do not get acknowledgement from the brand

Can be very time consuming

# data[].attributes.body
Advantages

-Builds relationship/trust

-Encourages engagement

-Provides real feedback

-Personalised communication

Disadvantages

-hard to manage, could miss the message or comment and give a negative impression

- Risk of public negative feedback

# data[].attributes.body
advantages: more customer knolage and feedback,we can be more helpful and notified if the public dont or do like something or when soething is going wrong

Disadvantage: if its a review more people in the public can see so if its bad this markets us poorly,may not be a big enough team to deal with the amount of customers messages

another thing we need to be careful with data breech and gdpr

takes time

# data[].attributes.body
on last two slides

# data[].attributes.body
AI, Voice Search, Influencer

Nature's Fix could trial AI as it would allow people to ask more indepth questions about a product that they are currently interested in and get an immediate response. this could lead to people being more comfortable with making a purchase.

Voice search would help people looking for products while on the go, we could integrate it into our website directly and have it take someone directly to the most popular product or a category page.

Influcener marketing would be most benefit out of all the emerging strategies as it would help us raise brand awareness in the niche that we serve. People are also more influenced by an influencer than their own need recognition sometimes.

# data[].attributes.body
Influencer-trial using influencers to help produce good content for our socials like insta and tiktok,see if this builds moretrust from our customers,by getting a micro influencer ore focused as a nutritionist or health coach so we can gain a better customer base,track how well this s doing through the click,flollow and like rate and if this brings more engagement to conversion of sales

# data[].attributes.body
Social Media: Enagement rates, follower growth, reach+impressions, CTR and conversion rates. In app dashboards.

Website: Traffic, bouncerate, conversion rate, average session duration and page views. GA4

Email: Open Rate, CTR, Conversion rate and unsubscriber rate, In app Dashboard

SEO: Organic traffic, KW Ranking, Backlinks and CTR. SEM Rush

PPC: CTR, Conversion Rate, CPM, google ads

Podcast: Downloads, average listening duration, subscriber numbers. In app dashboard

PR: Impressions, backlinks,referral traffic, social mentions. Not very easy, watch website and traffic numbers

Print: Response Rate, Ad Recall Sales uplift. - Can be easy if done right QR Code, watch sales numbers

Magazine: Response rate, Ad Recall - can be easy QR Code or specific code on ad

Advertorials: Engagement rate, CTR, Conversion Rate, Brand recall, readership - not very easy. QR Code or specific code on ad

Broadcast/Outdoor: Reach, impressions, Ad-recall - not very easy - QR Code or specific code on ad

# data[].attributes.body
social media-online,engagement rates,follower growth-easy

websites-online google analytics,traffic,bonce rate,-easy

email marketing-analytics,open rate,ctrs,-easy

seo-semrush,organic traffic,keywords-easy

ppc-google ads,ctr,cpc,cost of each link,-easy

podcast-downloads,listening duration-easy

press releases-pr,backlinks-easy

print-offline,response rate,add recall-not easy

magazines- qr codesoffline,same as above-not easy

advertorials-website analystics

engagement rate,ctr-easyier

broadcast-reach,impressions-easier

podcast-

podcast

# data[].attributes.body
Facebook

Age: Mostly 25–44

Gender: Mixed, slightly more male

Income: Middle to high

Occupation: Professionals, parents, general public

Instagram

Age: Mostly 18–34

Gender: Slightly more female

Income: Middle

Occupation: Students, creatives, influencers

TikTok

Age: Mostly under 30

Gender: Slightly more female

Income: Lower to middle

Occupation: Students, young creators

Reddit

Age: Mostly 18–34

Gender: Mostly male

Income: Middle

Occupation: Tech workers, students, hobbyists

Pinterest

Age: Wide range, especially 25–44

Gender: Mostly female

Income: Middle to high

Occupation: Designers, parents, planners

LinkedIn

Age: Mostly 25–44

Gender: Balanced

Income: High

Occupation: White-collar professionals

Threads

Age: Mostly 18–34

Gender: Slightly more female

Income: Middle

Occupation: Young professionals, creatives

X (formerly Twitter)

Age: Mostly 25–44

Gender: Mostly male

Income: Middle to high

Occupation: Professionals, journalists, influencers

Snapchat

Age: Mostly under 30

Gender: Slightly more female

Income: Lower to middle

Occupation: Students, young adults

YouTube

Age: All ages

Gender: Balanced

Income: All income levels

Occupation: Everyone

# data[].attributes.body
Inform Customers

Excited (Product launch) Professional (Crisis)

Unsure

Instagram+TikTok+Email Marketing (Product) Email+Instagram (crisis)

# data[].attributes.body
product launch:onboardingnew brand,creatives for social posts insta and tiktok,2 email newsletters,blog and brand page

target audience depends weather its for natures fix to everyone or yhb which is more practioner and profesional (crisis)sb2b and b2c,cross channel marketing,secondary channels

# data[].attributes.body
1. Social Media

2. Website

3. Email Marketing

4. SEO

5. Print

6. Magazine

7. Advertorial

8. PPC

9. Podcast

10. PR

11. Broadcast/Outdoor

# data[].attributes.body
email

website

seo

social media

advertorial

pr

broadcast

ppc

podcast

magazine

print

# data[].attributes.body
Product Launch

Objective:

-Announce availability and key benefits.

-Build excitement

-Drive traffic, engagement, and conversions.

Tone:

-Brand-aligned, polished, confident.

-Luxury, sustainable

Target Audience:

-Current customers (loyal, pushing repeat purchases)

-New/potential customers interested in style.

-Influencers, press, and brand advocates.

Channels:

-Instagram, TikTok

-Email campaigns

-Website banners & blog

-PR/Influencer outreach

-SMS

Process

-Planning

-sign off

-making

-multi channel roll out

-performance monitoring

Customer Crisis

Objective|:

-Maintain trust and transparency.

-Resolve the issue and reassure customers.

-Protect brand reputation and mitigate backlash.

Tone:

-Empathetic, calm, sincere.

-Clear, accountable, and proactive.

-Focused on the customer’s concern.

Target Audience

-Affected customers

-Broader audience looking for guidance

Channels

-IG

-tik tok

-emails

-website bot

-customer service inbox

Process

-direct communication

-follow up

# data[].attributes.body
Social Media

Email marketing

SEO

Website

Podcast PR

PPC

Print

Magazine

Advertorial

Broadcast/outdoor

# data[].attributes.body
15,000 - 5,000 = 10,000

10,000 / 5,000 = 2

2x100 = 200

8,500 - 4,000

4,500/ 4,000 = 1.25

1.25 x100 = 112.5

# data[].attributes.body
5,000 - 1,000 = 4,000

4,000/1,000 = 4

4x100 = 400

9,000- 2,800= 6,200

6,200/2,800 = 2.21428571

2.21428571 x 100 = 221.43

# data[].attributes.body
Introduction

-Anklets

Growth

-Faith Collection

Maturity

-Wedding Collection

-Initial Necklaces

Decline

-Rainbow gemstone range

# data[].attributes.body
Intro: Powdered Berry

Growth: Gut Shots

Maturity: Multivitamins

Decline: Topical Minerals

# data[].attributes.body
into:magnsium

growth:supplements/tablets

maturity:covid time,more ppl aware,different types of mgnesium so order in moe types

decline:skincare magnesium,bought too much product no on wats to use that type that wors on the skin

# data[].attributes.body
BBC “Dracula” Shadow Billboard

What They Did:

To promote their Dracula TV series in 2020, the BBC set up a billboard in London that, by day, looked plain: just a cluster of random stakes (wooden spikes) sticking out.

As night fell and a spotlight switched on, the stakes cast a shadow silhouette of Dracula’s face on the billboard.

Alongside the shadow was a simple line: “In the dead of night.”

Why It Was Successful:
Surprise Factor: Passers-by who had walked past during the day were amazed when the image appeared at night.
Viral Visual: Videos and photos of the transformation were widely shared on social media.
Perfect Brand Fit: The reveal at night was thematically tied to vampires and darkness, reinforcing the show’s concept.
Earned Media: Generated significant press coverage and word of mouth without a huge advertising budget.
Innovation: Showed creative use of outdoor space and lighting in a way audiences hadn’t seen before.

Carlsberg “Probably the Best Poster in the World”

What They Did:

In 2015, Carlsberg installed a giant billboard in Shoreditch, London, with a working beer tap.

Passers-by could pour themselves a free half-pint.

The poster was simple: the logo, the slogan, and the tap.

Why It Was Successful:
Direct Consumer Engagement: Free beer turned a billboard into an experience.
Social Media Buzz: People queued, took photos, and shared them online, generating massive earned media.
Brand Reinforcement: Reinforced Carlsberg’s playful slogan (“Probably the best…”) in a tangible way.
Press Coverage: The stunt was picked up by major UK newspapers and TV outlets, multiplying exposure without equivalent ad spend.

Snapple Ice Block Stunt in London

What They Did:

In 2005, Snapple tried to set a Guinness World Record by creating the world’s largest ice lolly (ice pop).

They installed a 17.5-ton block of frozen Snapple juice in Trafalgar Square in the middle of summer.

The plan was to erect it for photos, then distribute melted juice as samples.

Why It Was Unsuccessful:
Poor Planning for Weather: On the day, London temperatures rose quickly. The massive ice lolly started melting too fast, flooding the square with sticky, sugary liquid.
Safety Hazard: Emergency services were called because streets were slick with syrup and pedestrians were slipping.
Negative Publicity: Instead of fun, it created inconvenience, waste, and negative headlines (“Snapple Floods London”).
Brand Damage: People associated Snapple with chaos and lack of foresight rather than refreshment.

# data[].attributes.body
Space NK Advent Calendar Installation (Covent Garden, London) – Successful

Campaign: In November 2023, Space NK launched a giant, walk-in advent calendar installation in Covent Garden, allowing passersby to interact with oversized product windows, take photos, and scan QR codes for surprises.

Why it was a success:

Immersive and experiential: People could physically explore the calendar, creating a memorable brand moment.

Social shareability: Beautiful design encouraged user-generated content on Instagram and TikTok.

Perfect timing and location: Launched ahead of peak Christmas shopping season in a premium shopping district.

Clear product tie-in: Promoted the bestselling beauty advent calendar, driving online and in-store sales.

Astrid & Miyu “Claw Grabber” Installation (London) – Successful

Campaign: The London-based jewellery brand set up a giant pink claw grabber machine in key city locations (e.g. Covent Garden) where passersby could win jewellery pieces, vouchers, or exclusive product samples.

Why it was a success:

Playful & engaging: Turned a retail promotion into a fun, gamified street experience.

Strong brand alignment: The soft pastel visuals and feminine energy fit perfectly with A&M's aesthetic.

Drove footfall & awareness: Attracted crowds, encouraged social shares, and led people to nearby stores.

Low-cost amplification: Generated a lot of free publicity via influencers and passersby posting online.

. Benefit Cosmetics “Fake Parking Tickets” Campaign (London, 2015) – Unsuccessful

Campaign: Benefit placed fake pink “parking tickets” on car windshields around central London to promote their new “Roller Lash” mascara. The tickets offered free samples if redeemed in-store.

Why it failed:

Customer annoyance: Many people were irritated or alarmed thinking they received a real fine, leading to backlash.

Negative brand association: Instead of feeling playful, the prank felt deceptive and inconsiderate in a stressful urban setting.

Social media criticism: Users complained online about the tactic, calling it “spammy” and “misleading.”

Short-lived impact: The campaign did not significantly boost footfall or goodwill despite the buzz.