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•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

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Identify all the online and offline channels you can think of

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Identify all the disadvantages of social media

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Identify all the disadvantages of social media

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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

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List the disadvantages of email marketing

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List the disadvantages of email marketing

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List the disadvantages of all the offline channels

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List the disadvantages of all the offline channels

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List the disadvantages of the emerging channels

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List the disadvantages of the emerging channels

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Augmented Reality

AI

Voice Search

Influencer Marketing

VR

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The advantages and disadvantages of each approach

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The advantages and disadvantages of each approach

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Multi-channel

Cross-channel

Integrated

Omnichannel

What businesses would these be suitable for?

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List the advantages and disadvantages of channels having a two-way dialogue 

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List the advantages and disadvantages of channels having a two-way dialogue 

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What's the difference between primary and secondary channels?

Explain the difference between the following Multi-channel, cross-channel and omnichannel

For the 4 channels given -

A – Social Media, Advertorials, AI, Influencer marketing

B – email marketing, print, VR, broadcast/outdoor

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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Research the demographics that can typically be found on each channel

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Research the demographics that can typically be found on each channel

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Social – Instagram, Facebook, TikTok, Pinterest, Linkedin, Threads, X, Snapchat, YouTube, Reddit

Age

Gender

Income

Occupation

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Product launch vs Customer crisis comms - how are they handled within your business?

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Product launch vs Customer crisis comms - how are they handled within your business?

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What is the objective of both?

Tone of the message?

Target audience?

What channels would they use?

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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

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Introduction

Growth

Maturity

Decline

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

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

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

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Online- Website, Social Media platforms, email marketing, mobile marketing, influencer, affiliate

Offline - business cards, flyers, brochure, events, networking, in store promotions,

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ONLINE

OFFLINE

Social media marketing

Search engine optimisation SEO

Email marketing

PPC advertising

Content marketing

Virtual events

OFFLINE

Direct mail

Business cards

In store

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competition

negativity

privacy issues

algorithm changes

platform rules

public criticism

content saturation

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DISADVANTAGES

Can be Time-Consuming

Negative Feedback an public criticism

Over-Saturation hard to stand out

High Advertising Costs including the use of influencers

Legal & Ethical Risks so have to be aware of copyright issues

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youtube

tiktok

instagram

linkedin

facebook

threads

snapchat

pinterest

twitter

reddit

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MOST POPULAR

tiktok

instagram

youtube

linkedin

facebook

threads

snapchat

pinterest

twitter

reddit

LEAST POPULAR

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SEO challenges

high costs

security issues

need updating regularly

limited engagement- need to invest time to drive traffic to website

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DISADVANTAGES OF A WEBSITE

Technical Issues

Security Risks

Maintenance & Updates

User Experience Problems

must comply with privacy regulations and copyright laws.

Dependence on Technology

Limited Engagement

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DISADVANTAGES OF EMAIL MARKETING

Spam Filters

Low Open Rates

Privacy Concerns

Unsubscribe Rates

Design Challenges

Costly for Large Campaigns

Legal Compliances

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spam

competition

inbox clutter

GDPR

limited engagement

time consuming- requires continuous content creation

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high competition

algorithm updates

time consuming

costly

no guarantee

unpredictable results

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DISADVANTAGES OF SEO

Takes Time

Highly Competitive hard to rank

Ongoing Effort

Complex, technical knowledge

Content Investment as Regular content creation is needed.

Search Engine Dependency depends on search engines.

Hard to Measure Difficult to track direct impact on sales.

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high costs

temp results

complex management

dependency on ad platforms

continual investment

limited audience targeting

requires skill and expertise

unpredictable

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DISADVANTAGES OF PPC

Costly

Requires Ongoing Investment

No Long-Term Benefits as Traffic stops as soon as you stop paying.

Complex Management Campaigns need constant monitoring.

People may ignore your ads if they see them too often.

Competition as there is  High competition for popular keywords drives up costs.

Risk of Poor ROI  insufficient targeting may lead to wasted spending and poor results.

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DISADVANTAGES OF PODCASTS

Can be time consuming

Equipment is needed

monetizing issues

Some may not be visual

Needs to be edited in areas

There is now high competition in this area

Need to be consistent to build an audience

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limited visibility for some audiences

time consuming production

lack of visual appeal

high setup and equipment costs

content saturation

not ideal for all types of content

technical issues

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higher costs - print/ travel etc

limited reach

difficult to measure effectiveness

short lifespan

requires updating regularly

geographic limitations

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DISADVANTAGES OF ALL OFFLINE CHANNELS

High cost

Can be a limited therefore targeted reach

Can be hard to measure effectiveness

Materials can be come outdated

A ‘one size fits all’ approach can be hard to personalise

Lack on instant feedback

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DISADVANTAGES OF EMERGING MARKETING CHANNELS

There is an element of uncertainty and risk

It is all a learning curve with new technologies

As it is new there is limited data and hard to measure

High experimental costs

Can be overhyped expectations

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MULTICHANNEL MARKETING

ASOS as they suit multiple social media channels and are al online so do not have a physical store

Advantages:

A wider reach of larger an diverse audience maximising exposure

Can use leverage of the unique strengths of different platforms

Can tailor campaigns to each platform

Flexible to test different strategies

Disadvantages:

Each platform operates differently

Each message on each platform may be different and cause confusion

Managing multiple platforms can become expensive

CROSS-CHANNEL MARKETING

The body shop would benefit form this as they use a physical store and different social media platforms

Advantages:

Increasing engagement

Better customer experience

Data can be shared between the channels

Disadvantages:

Careful planning to ensure all platforms are working together

Can become complex

INTERGRATED MARKETING:

Nike would benefit this as they can then send out a consistent message, an integrated campaign across social media, in-store, online ads and different sponsorships

Advantages:

A consistent brand message

Can be efficient

Improves a customer journey with communication across all touchpoints

Disadvantages:

A high initial investment

Less flexible

OMNICHANNEL MARKETING

Boots would suit this as it would enable customers to shop online and inshore swell as using their app, advantage cards being consistent with online and in-store shoppers

Advantages:

Increasing customer loyalty with a consistent experience

Can be more personalised higher customer satisfaction

Disadvantages:

Higher cost and complexity with mainlining this high standard

Can become very time consuming

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ADVANATAGES:

Better customer engagement and insights

Building a stronger customer engagement

Creating a personalised experience

Increasing the brand loyalty with their customers

DISADVANTAGES:

Negative feedback

Customers may have a certain expectation

Can be privacy or security risks involved

A chance of miscommunication or confusion

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Differences in Channel Strategies by Marketing Type

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

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

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Website, SEO, PPC, Email marketing, Social Media, Podcast

PR, Print, Broadcast/outdoor, magazine, advertorial

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List the 11 channels and their metrics, and ease and means of measurement 

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List the 11 channels and their metrics, and ease and means of measurement 

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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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LEAST TO MOST EXPENSIVE:

1. Email Marketing

2. Social Media

3. SEO

4. Podcasts

5. Website

6. PR

7. Print

8. Magazine Ads

9. Advertorials

10. PPC

11. Broadcasts/Outdoor

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PPC

Website

SEO

PR

Print

Magazine

Advertorial

Podcast

PR

Email Marketing

Social Media

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1. event marketing campaign

200%

2. paid social ads campaign

112.5%

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18A: 200%

18B: 112.5%

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19A: 400%

19B: 221%

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1. email marketing campaign

400%

2. influencer marketing campaign

221.4%

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Good:

Innocent smoothie - big knit campaign

Put little woolly hats on all the drinks and then donated money to age uk. Created a positive buzz and stood out from competitors.

Coca cola - vending machine surprise

Coke had a vending machine that gave out surprise gifts to emphasis 'joy' and how much joy you get from sharing a coke. Created a lot of media attention

Ikea - Bus stop sofa

Gave bus commuters a comfy place to sit whilst promoting their new catalogue. Very positive media and social media attention

Bad:

Vodaphone pocketing values campaign.

To promote insurance (for phones being stolen) they would sneak adverts into people bags to show how easy phones could be stolen. Created a huge negative backlash as people felt an invasion of privacy

Panic at the disco album launch - they used London's emergency alert system to create fake alerts (such as a zombie apocalypse). this created genuine panic and received awful backlash

50 shades of grey promoted 'crude' adverts around London to create a hype for the movie. A lot of people found it crude and it didn't take into account different cultures views on promiscuous films