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

# data[].attributes.subject
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

# data[].attributes.headline
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.

# data[].attributes.body
Why were they not a success? Why were they a success?

# data[].attributes.headline
List all your products/services and state what phase of the product lifecycle they are in

# data[].attributes.subject
List all your products/services and state what phase of the product lifecycle they are in

# data[].attributes.body
Introduction

Growth

Maturity

Decline

# data[].attributes.headline
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)

# data[].attributes.body
1.5000 – 1000 = 4000 / 1000 = 4 x100 = 400%

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

# data[].attributes.headline
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.body
1 15000 – 5000 = 10000 / 5000 = 2 x 100 = 200%

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

# 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

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Complete the following (create slides) and complete Quiz 1.2A

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

For the 8 channels given -

R1 = Kelly, Lyla, Oliver

A(R1) – Social Media, Advertorials, AI, Influencer marketing

B(R1) – email marketing, print, VR, broadcast/outdoor

R2 = Paige, Ruby

C(R2)- Website, SEO, magazine advert, AR

D(R2) 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?

# data[].attributes.headline
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.

# data[].attributes.headline
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

# data[].attributes.subject
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.

# data[].attributes.attachment_link.title
Digital marketing strategy: How to structure a plan for 2024?

# data[].attributes.attachment_link.description
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.body
Online:

Social media

email

newsletter

phonecall

text message

website

blog

podcast

Television

offline:

leaflet

billboard

panflet

Catalogue

Magazine

Newsletter (physical)

Poster

Letter

# data[].attributes.body
Offline - post, adverts, billboards, posters, radio, events, TV ads

online - email, content, website, newsletters, blogs & articles, social media, paid ads,

# data[].attributes.body
Online

Social Media

TV Ads

SEO

Email Marketing

Content Marketing

Offline

Print advertising - flyers, brochures

Radio

Trade Shows

# data[].attributes.body
ONLINE:

Webpages

Blogs

Social Media

Email

Phone calls

Texts

Podcasts

OFFLINE:

Brochures

Posters

Leaflets

Newspapers

Letters

Word of mouth

Catalogues

Radio

In person sales/advertising

# data[].attributes.body
Offline:

Brochures

Posters

Events

Word of mouth

Online:

Gov website

Facebook posts

WhatsApp

Email

Phone calls

# data[].attributes.body
-difficult to convert to physical store traffic

-highly competitive

-very saturated

-constantly changing landscape and trends

-negative feedback is very visible

# data[].attributes.body
-trolling

-can go viral but in a negative way

-could not be reaching the right audience

-constantly having to keep up with trends

-can be hard to stand out from the noise

-short attention spans/trying to keep your content engaging

# data[].attributes.body
-Relatively unregulated compared to other digital channels.

-Unsafe as anyone has access

-Fake news

-Takes away from personal face-to-face interaction

-Algorithm can boost some people and keep others at the bottom

-Online hate/trolling

-Lots of the same content - too much competition

# data[].attributes.body
Time consuming

Negative public feedback

Algorithm changes

False sense of reality

competitors

Privacy concerns

Need to be consistent to maintain customer retention

# data[].attributes.body
Trolls, bots

Heavy saturation - hard to stand out as a brand amongst others

Algorithim/'viral' potential dependent

Requires constant monitoring

Negative feedback has more of an impact on brand reputation, can spread more rapidly

# data[].attributes.body
Youtube

Tiktok

Insta

X

Snap

Facebook

Linkedin

Pintrest

Threads

Reddit

# data[].attributes.body
Instagram

Youtube

Facebook

Tiktok

Snapchat

X

LinkedIn

Pinterest

Threads

Reddit

# data[].attributes.body
Pinterest - lowest

Threads

Reddit

Youtube

Snapchat

LinkedIn

Facebook

Instagram

Twitter

TikTok - highest

# data[].attributes.body
Facebook

Youtube

Instagram

TikTok

Snapchat

X

Pinterest

Reddit

LinkedIn

Threads

# data[].attributes.body
SMALLEST: Threads

LinkedIn

Reddit

Pinterest

Instagram

Snapchat

X

Facebook

BIGGEST: Tiktok

# data[].attributes.body
time consuming to update websites

have to be carefully analysed

can be lots of trial and error

issues with the website provider your company uses

# data[].attributes.body
Can get lost in search results

Can be difficult to build

Needs to be optimised for best ROI

not a personalised experience

# data[].attributes.body
Can be a costly process

Technical challenges

Slow loading speeds

Poor visual design

Outdated content

# data[].attributes.body
Can be expensive and time consuming to build/update

Not personalised to individual consumer

ROI optimisation can be difficult

External suppliers often have to be found

# data[].attributes.body
security risks

Technical problems

Needs to be consistently updated

Costly

Ongoing expenses

Outdated content

Inaccurate information

# data[].attributes.body
Risk of being marked as spam

Challenging to keep up engagement

Overloading information

Slow loading times

Privacy concerns

# data[].attributes.body
risk of going to spam

out of date data

email bounce back

too much noise leading to unsubscribes

becoming annoying

misleading

very time consuming

having to make each email different from the last

new content/copywriting ideas a lot

# data[].attributes.body
Can be seen as spammy

often low open rate

Customers can unsubscribe

technical challenges (delivery)

Design is key for interaction

# data[].attributes.body
Possibility to be auto marked as 'spam'

Difference in appearance across devices (PC, mobile)

Heavy saturation

GDPR violations are tricky to avoid

Hard to generate high engagement/CTR

Time consuming to build

Technical issues

# data[].attributes.body
inbox overload

Spam and filtering issues

Design and technical challenges

Legal and compliance risks

Low engagement rates

Requires ongoing content creation

# data[].attributes.body
no instant results

continuous maintainance

# data[].attributes.body
competitive

time consuming

not guaranteed good results

hard to navigate

# data[].attributes.body
Intense competition

Time and effort

Can be knocked down if not properly clued up on it (keyword stuffing)

Technical expertise

# data[].attributes.body
time consuming

Takes time to see results

Highly competitive

Costly

# data[].attributes.body
Results take time to generate

Competitive

Technical expertise required

Potentially costly

# data[].attributes.body
temporary

short term results

costly

competitive

generates traffic but doesn't convert

# data[].attributes.body
Expensive

Competitive

No guarantee of conversion

Need expertise to ensure you are maximising ad budget

# data[].attributes.body
costly

a lot of up keep

technical expertise

# data[].attributes.body
Cost

Bots/competitors clicking ads - might make performance statistics unreliable

Seen as 'less-credible' by consumers

Competitive

Low conversion rates

Short term

# data[].attributes.body
competitive

Short term

Costly

Might not reach the right audience

Time consuming, needs monitoring

# data[].attributes.body
Long form vs short attention spans

Need to have informative topics to discuss

Time consuming

very saturated

# data[].attributes.body
keeping up to date with talking topics

you have to create engaging content that you can talk on for 30 minutes minimum

finding relevant guests to come on

have to be effectively planned

# data[].attributes.body
Competitive

Can be expensive for equipment

Time consuming

Need technical skills

Consistency is key

# data[].attributes.body
Risk of losing listener (and possibly consumer) retention

Creation of engaging and unique content is necessary but difficult

Time consuming

Becoming more saturated

# data[].attributes.body
time consuming to produce

High competition

Requires technical skills

Slow audience growth

Difficult to track and measure

# data[].attributes.body
Can be costly to make high-quality tangible items

Difficult to measure ROI

Slower interactivity and response

Difficult to change once it is out there

# data[].attributes.body
digital marketing is rising especially with the new generation

if you target the wrong audience it can be less successful

costly

marketing supplier issues

has to catch attention

bad press

# data[].attributes.body
Limited geographical reach

costly

difficult to track

Difficult to adapt/adjust

# data[].attributes.body
Press Releases:

Limited reach without enough distribution channels

Typically low engagement

SEO limitations

Print Materials:

High production costs

Not easy to amend/edit errors once printed

Environmental concerns

Design limitations

Hard to track

Magazine:

Long publishing times

Costly

Hard to track

Low engagement

Declining popularity

Advertorials:

Difficult to subtly promote

Costly

Hard to track

Audience skepticism

Long publishing times

Broadcast/Outdoor Advertising:

Costly

Hard to track

One-way communication

No direct/specific targetting

Geographic limitations

Hard to edit/change

# data[].attributes.body
High costs for such advanced tech

Room for job displacement

Increasing competition

Risk of becoming too heavily reliant on it

Security and privacy concerns

# data[].attributes.body
costly

less human interaction

less direct customer interaction

less relationship building

# data[].attributes.body
costly

may be of interest to a certain audience

relies on having an internet connection

risk of personal details being taken and used for data in terms of AI

lacks creativity and authenticity using it for marketing (AI)

# data[].attributes.body
Augmented Reality (AR):

High development costs

Limited user adoption

Device compatibility issues

Short user attention span

Difficult to measure ROI

Artificial Intelligence (AI):

Data privacy concerns

Bias in algorithms

Lack of human touch

Technical complexity

High implementation costs

Voice Search:

Limited content control

Hard to optimize for SEO

Low conversion tracking

Ambiguity in user intent

Platform-specific limitations

Influencer Marketing:

Risk of inauthentic endorsements

ROI is hard to track

Influencer controversies

Fake followers and engagement fraud

Oversaturation

Virtual Reality (VR):

Expensive to produce

Requires specialized hardware

Accessibility barriers

Niche audience reach

Low scalability for mass campaigns

# data[].attributes.body
1. Multi-Channel Marketing

Definition: Using multiple channels (e.g., social media, email, physical stores) to reach customers, but each channel operates independently.

Advantages:

Broad reach to diverse audiences.

Flexibility in testing different platforms.

Easier to manage separately.

Disadvantages:

Inconsistent customer experience across channels.

Lack of coordination can cause inefficiencies.

Limited customer journey tracking.

Suitable for:

Small to medium businesses just starting with digital marketing.

Brands with limited resources looking to expand reach without deep integration.

Product-focused companies (e.g., local retailers, basic e-commerce stores).

2. Cross-Channel Marketing

Definition: Channels work together; customers can move between them (e.g., receive an email and then follow a link to buy on a website).

Advantages:

Improved customer journey flow.

Better campaign tracking and conversion optimization.

Encourages channel synergy.

Disadvantages:

Still lacks full integration—data may be siloed.

Requires more coordination than multi-channel.

Technology or tools may need to support linking channels.

Suitable for:

Retailers with both online and offline presence (e.g., fashion brands with stores and e-commerce).

Mid-sized businesses seeking better campaign performance.

Event-driven businesses (e.g., travel agencies, car dealerships).

3. Integrated Marketing

Definition: Unified messaging and branding across all channels, ensuring consistency in tone, visuals, and core message.

Advantages:

Strong brand recognition and trust.

Consistent message improves clarity and impact.

Efficient use of resources through coordinated efforts.

Disadvantages:

Can be complex to execute across multiple departments.

Risk of inflexibility if over-standardized.

Requires deep planning and alignment.

Suitable for:

Established brands needing consistency (e.g., financial services, healthcare).

Franchises or global companies maintaining brand integrity.

Campaign-focused businesses (e.g., non-profits, political campaigns).

4. Omnichannel Marketing

Definition: Seamlessly integrates all channels so customers experience continuity regardless of how they interact (e.g., starting a purchase on mobile and finishing in-store).

Advantages:

Superior customer experience and personalization.

Real-time data integration and insights.

Higher customer satisfaction and loyalty.

Disadvantages:

Technologically and operationally complex.

High implementation cost.

Requires strong internal alignment and sophisticated tools.

Suitable for:

Enterprise-level businesses with customer-centric models (e.g., Amazon, Starbucks).

Retailers with digital and physical presence aiming for top-tier service.

Subscription services and banks where user experience is key.

# data[].attributes.body
Multi-Channel

Advantages:

Wider audience reach

Platform-specific content

Flexibility in messaging

Disadvantages:

Inconsistent brand experience

Harder to track customer journeys

Resource intensive

Best for:
SMEs or start-ups testing various platforms without deep integration—ideal for brands focused on awareness and experimenting with reach.

Cross-Channel

Advantages:

Connected customer journey

Better engagement

Cohesive messaging across platforms

Improved data flow

Disadvantages:

Requires coordination between channels

More complex analytics

Best for:
Mid-sized eCommerce brands or retailers aiming to guide customers smoothly from platform to purchase, like email-to-cart workflows.

Integrated Marketing

Advantages:

Unified brand message

Stronger campaign impact

Improved ROI tracking

Disadvantages:

Time-consuming planning

Creative constraints

Not ideal for reactive marketing

Best for:
B2B companies or corporates running strategic, long-term campaigns with multiple departments involved.

Omnichannel

Advantages:

Seamless customer experience

Real-time personalization

Unified data insights

Strong customer loyalty

Disadvantages:

High tech demand

Complex implementation

Expensive infrastructure

Continuous optimization needed

Best for:
Enterprise-level brands (e.g. banks, big retail chains) looking to deliver hyper-personalized experiences across digital and physical touchpoints.

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Multi channel

ad - wider reach as increases exposure, builds stronger relationships with customers, better data and insights

dis - coordinating it can be difficult and complex, risk of inconsistency

cross channel

ad- consistent messaging as a customer moves between platforms, better personalisation

dis- requires specific tools that can be difficult to navigate, managing data can be difficult

intergated

ad - consistent brand messaging, stronger impact on customers

dis - requires significant planning, more complex

omnichannel

ad - seamless customer experience, higher satisfaction and loyalty

dis - high cost, data integration challenges, time consuming

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Multi Channel

Advantages - You can tailor content for each platform

Disadvantages - Customers may receive inconsistent messages and have a disjointed experience

Example - A furniture company runs ads on facebook, and on Tv and sells on etsy

Cross channel

Advantages - Improved customer journey and higher engagement

Disadvantages - Harder to scale and a more complex setup

Example - E commerce

Integrated

Advantages - Consistent branding and efficient content use

Disadvantages - Doesn't guarantee interactivity

Example- Fashion

Omnichannel

Advantages - Completely seamless experience leading to higher customer retention

Disadvantages - Requires advance technology

Example - Luxury retail and technology

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Advantages - can answer queries directly from the customer, can get direct feedback,

able to gain an idea of whether your content is reaching the right audience, can know whether you need to change your content if engagement is down

disadvantages - can get negative feedback publicly or hate/trolling, people may reach out for queries via the wrong platform in the wrong way

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Advantages:

Builds stronger customer relationships

Increases engagement and brand loyalty

Enables real-time feedback and adaptation

Enhances data collection for personalization

Disadvantages:

Resource-intensive

Possible negative feedback open to the public

Harder to control brand messaging

Requires consistent, active monitoring

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adv:

-Can have closer communication with customers

-More customer engagement

-Can see what customers lean towards through their interaction patterns

-Customers can provide direct feedback

Dis:

-Customers can leave negative reviews in the public eye

-Can be tough to maintain

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Advantages

strong customer relationships

real time feedback

better brand perception and positioning

Disadvantages

Requires dedicated staff

Opens the brand up to more negative exposure

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Advantages:

enhances customer engagement and trust

Builds brand loyalty and strong relationships

Allows direct feedback from clients

Personalised marketing

Better understanding of customer needs/wants

Disadvantages

risk of negative feedback

Time consuming

Privacy and security concerns

Overwhelming

Constant monitoring

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Website

reach - mass

cost - £

size - SML

two way dialogue - no but potentially if live chat

ethical - GDPR

environmental - none

access - easy

SEO

reach - targeted

cost - ££

size - ML

two way dialogue - No

ethical - cookies/gdpr

environmental - the use of servers?

access - not as easy

Magazine Ad

reach - targeted

cost - £££

size - SML

two way dialogue - No

ethical - ASA

environmental - printing

access - Easy but not as easy as a website as it is a physical item

AR

reach - mass

cost - £££

size - L

two way dialogue - No

ethical - GDPR

environmental -

access - hard as expensive

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PPC

Reach- mass reach

Cost- £££

Size of business- M/L

Two way dialogue - NO

Ethical and environmental - data privacy GDPR

Podcast

Reach- targeted

Cost- £

Size of business- S/M

Two way dialogue- Yes

Ethical and environmental-

PR

Reach-mass reach

Cost-££

Size of business-M/L

Two way dialogue-NO

Ethical and environmental-

Voice message

Reach- mass reach

Cost-££

Size of business-M/L

Two way dialogue-NO

Ethical and environmental- GDPR

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social media

built in analytics like engagement rate and follower growth

websites

google analytics such as looking at the traffic and bounce rate

email

built in analytics such as open rate and CTR

seo

google analytics such as organic traffic and keywork ranking

PPC

Google Ads such as CTR and CPC

podcasts

hosting platforms and looking at average listening duration and subscriber numbers

press release

PR platforms and look at impressions or backlinks

print materials

QR codes and look at response rate and ad recall

magazine ads

again QR codes and look at response rate and ad recall - however needs another channel for tracking

advertorials

social media analytics such as engagement rate and CTR

broadcast/outdoor

audience measurement tools to look at the reach and impressions. also hard to measure so needs another tracking channel

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Social Media:

Very easy - via built in analytics/metrics

websites:

Very easy - via google analytics and built in website metrics, traffic, bounce rates, session duration

Email marketing

Very easy - via mailchimp analytics for example, and mailtrack, click rates, open rates, unsub rates

SEO:

easy - Can judge using software, website audits, website anayltics, Keywork rankings.

PPC:

Can track ad impressions, clicks and conversion rates.

Podcasts:

Medium - Number of downloads and streams, average listening duration etc

Press release:

Hard- impressions, backlinks, referral traffic

Print:

Medium - Response rate (call to action), ad recall, sales uplift.

Magazine:

Hard - Response rate (call to action), ad recall

Advertorial:

Easy - Engagement rates, click rate, conversion rate, brand recall etc

Broadcast/outdoor:

Medium - Estimated number who see/ head ad, number of times viewed or listened, add recall

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Social Media

Metrics: Reach, engagement, clicks, conversions

Ease: Easy

Means: Platform analytics (Meta Insights, X Analytics, LinkedIn Analytics)

Websites

Metrics: Traffic, bounce rate, session duration, conversions

Ease: Easy

Means: Google Analytics, Hotjar, Tag Manager

Email Marketing

Metrics: Open rate, CTR, bounce rate, conversions

Ease: Easy

Means: Mailchimp, HubSpot, campaign dashboards

SEO

Metrics: Organic traffic, keyword rankings, backlinks, CTR

Ease: Moderate

Means: Google Search Console, SEMrush, Ahrefs

PPC (Pay-per-click)

Metrics: Impressions, CPC, CTR, conversion rate

Ease: Easy

Means: Google Ads, Meta Ads Manager, analytics platforms

Podcasts

Metrics: Plays, downloads, listener retention, subscriptions

Ease: Moderate

Means: Spotify for Podcasters, Apple Podcasts Connect, Buzzsprout

Press Release

Metrics: Pick-up rate, reach, backlinks, traffic spikes

Ease: Hard

Means: PR tracking tools, Google Alerts, media monitoring

Print

Metrics: Circulation, estimated reach, response rate

Ease: Hard

Means: Publisher reports, unique codes, reader surveys

Magazines

Metrics: Circulation, impressions, ad recall

Ease: Hard

Means: Publisher media kits, readership studies

Advertorials

Metrics: Engagement, clicks (if digital), recall

Ease: Moderate

Means: Custom URLs, QR codes, surveys

Broadcast/Outdoor

Metrics: Impressions, reach, recall

Ease: Hard

Means: Media agency reports, foot traffic data, surveys

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Social Media - Engagement Rate, Follower Growth, Reach, Brand Mentions

Easy to measure

Website - Traffic, CTR, Bounce Rate, Avg. Session Duration

Easy to measure

SEO - Organic Traffic, Keyword Ranking, Backlinks

Easy to measure

PPC - CTR, CTC, ROAS, Conversion rates

Email marketing - Open Rates,CTR, Conversion Rates

Easy to measure

Podcasts - Monthly listeners, subscribers, Avg. listening session

Easy to measure

Press Release - Impressions, backlinks, referral traffic

Harder to measure

Print - Response Rate, Ad Recall

Harder to measure

Advertorials - CTR, Engagement Rate

Harder to measure

Broadcast/Outdoor - Recall, impressions

Harder to measure

Magazines - Brand Recall, Response Rate

Harder to measure

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

Metrics: Engagement Rate, Reach, Impressions, Click-Through Rate (CTR), View-Through Rate (VTR)

Ease of Measurement: Moderate to High

Means of Measurement: Platform analytics (e.g., Facebook Insights, Twitter Analytics, Instagram Insights), third-party tools (e.g., Hootsuite, Sprout Social)

2. Websites

Metrics: Traffic Volume, Bounce Rate, Average Session Duration, Conversion Rate

Ease of Measurement: High

Means of Measurement: Google Analytics, Hotjar, SEMrush

3. Email Marketing

Metrics: Open Rate, Click-Through Rate (CTR), Conversion Rate, Bounce Rate

Ease of Measurement: High

Means of Measurement: Email Service Providers (ESPs) like Mailchimp, HubSpot, ConvertKit

4. Search Engine Optimization (SEO)

Metrics: Organic Traffic, Keyword Rankings, Bounce Rate, Conversion Rate, Page Load Speed

Ease of Measurement: Moderate

Means of Measurement: Google Search Console, Ahrefs, SEMrush, Moz

5. Pay-Per-Click (PPC) Advertising

Metrics: Click-Through Rate (CTR), Cost Per Click (CPC), Conversion Rate, Return on Ad Spend (ROAS)

Ease of Measurement: High

Means of Measurement: Google Ads, Bing Ads, Facebook Ads Manager

6. Podcasts

Metrics: Download Numbers, Listener Retention, Subscriber Growth, Engagement Rate

Ease of Measurement: Moderate

Means of Measurement: Podcast hosting platforms (e.g., Anchor, Libsyn), third-party analytics tools (e.g., Chartable, Podtrac)

7. Press Releases

Metrics: Media Coverage, Audience Reach, Engagement Metrics (e.g., social shares, comments)

Ease of Measurement: Moderate

Means of Measurement: Media monitoring tools (e.g., Meltwater, Cision), manual tracking of mentions

8. Print Advertising

Metrics: Circulation Numbers, Estimated Reach, Response Rate (e.g., coupon redemption)

Ease of Measurement: Low to Moderate

Means of Measurement: Publisher-provided data, surveys, unique URLs or promo codes

9. Magazines

Metrics: Circulation, Readership, Ad Recall, Response Rate

Ease of Measurement: Low to Moderate

Means of Measurement: Audit Bureau of Circulations (ABC) reports, reader surveys, unique tracking codes

10. Advertorials

Metrics: Engagement Metrics (e.g., time spent on page, shares), Conversion Rate, Brand Lift

Ease of Measurement: Moderate

Means of Measurement: Web analytics tools (e.g., Google Analytics), A/B testing, surveys

11. Broadcast / Outdoor Advertising

Metrics: Reach, Frequency, Gross Rating Points (GRP), Cost Per Point (CPP)

Ease of Measurement: Low to Moderate

Means of Measurement: Industry reports (e.g., Nielsen for TV, RAJAR for radio), audience surveys, media buying platforms

# data[].attributes.body
Instagram

Age: 18–34

Gender: Slightly more female

Income: Middle to high

Occupation: Students, creatives, marketers, entrepreneurs

Facebook

Age: 25–54

Gender: Even split

Income: Middle

Occupation: Broad mix, skewed towards professionals and parents

TikTok

Age: 16–34

Gender: Predominantly female

Income: Low to middle

Occupation: Students, young professionals, creators

Pinterest

Age: 25–44

Gender: Predominantly female

Income: Middle to high

Occupation: Designers, planners, creative industry

LinkedIn

Age: 25–49

Gender: Slightly more male

Income: Middle to high

Occupation: Professionals, B2B, execs, jobseekers

Threads

Age: 18–34

Gender: Even split (early data)

Income: Middle

Occupation: Universal, opinion leaders

X (formerly Twitter)

Age: 18–44

Gender: More male

Income: Middle

Occupation: Tech-savvy, journalists, opinion leaders

Snapchat

Age: 13–29

Gender: Slightly more female

Income: Low to middle

Occupation: Universal

YouTube

Age: 18–49

Gender: Even split

Income: Broad spectrum

Occupation: Universal – creators, learners, hobbyists

Reddit

Age: 18–34

Gender: Predominantly male

Income: Middle

Occupation: Students, gamers, developers

# data[].attributes.body
Instagram

Age: Dominated by users aged 18–34, comprising approximately 62.3% of the global audience.

Gender: Balanced distribution with a slight male majority.

Income: Higher-income users tend to engage more with Instagram's shopping features and influencer content.

Occupation: Heavily represented by students, young professionals, and individuals in creative industries.

Facebook

Age: Strong presence among users aged 35 and above.

Gender: Balanced gender distribution.

Income: Encompasses a wide range of income brackets, from lower to higher income groups.

Occupation: Includes individuals from various occupational backgrounds, with a significant number of professionals and retirees.

TikTok

Age: Predominantly used by Gen Z (10–25) and Millennials (26–41), accounting for over 70% of the global user base.

Gender: Slightly skewed towards female users, with 56% female and 44% male globally.

Income: Most users earn between $30K–$69.9K annually.

Occupation: Heavily represented by students, young professionals, and individuals in creative industries.Attano Media

Pinterest

Age: Significant engagement from Gen Z users, particularly for shopping and lifestyle content.

Gender: Predominantly female user base.

Income: Approximately 35% of users earn between $70K–$99.9K annually.

Occupation: Includes individuals from various occupational backgrounds, with a significant number in creative and lifestyle sectors.Business Insider

LinkedIn

Age: Primarily used by professionals aged 25–54.

Gender: Balanced gender distribution.

Income: Higher-income professionals, particularly those in managerial and executive roles.

Occupation: Dominated by individuals in professional, managerial, and executive positions across various industries.

Threads

Age: Primarily used by younger audiences, particularly Gen Z and Millennials.

Gender: Balanced gender distribution.

Income: Varies widely, with a significant portion of users in the student and early-career professional stages.

Occupation: Includes students, young professionals, and individuals in creative industries.Attano Media+1TechBloat+1

X

Age: Strong presence among users aged 18–49.

Gender: Balanced gender distribution.

Income: Users span various income brackets, with a significant portion in the $30K–$69.9K range.

Occupation: Includes individuals from various occupational backgrounds, with a significant number in media, technology, and education sectors.

Snapchat

Age: Approximately 60% of users are aged 13–34.

Gender: Slightly skewed towards female users, with 60% female and 40% male.

Income: Varies widely, with a significant portion of users in the student and early-career professional stages.

Occupation: Includes students, young professionals, and individuals in creative industries.MobilesTalk

YouTube

Age: Wide age distribution, with significant engagement across all age groups.

Gender: Balanced gender distribution.

Income: Users span various income brackets, with a significant portion in the $30K–$69.9K range.

Occupation: Includes individuals from various occupational backgrounds, with a significant number in education, entertainment, and technology sectors.

Reddit

Age: Strong presence among users aged 18–34.

Gender: Predominantly male user base.

Income: Users span various income brackets, with a significant portion in the $30K–$69.9K range.

Occupation: Includes individuals from various occupational backgrounds, with a significant number in technology, education, and media sectors.

# data[].attributes.body
Instagram 18-24, 56% female, 57% have a uni degree or higher

Facebook - Strongest among 30-49, 76% woman

TikTok - mostly 16-24, growing for older users, all income users, with a slight female skew

Pinterest - 25-44, rising for younger users, professionals and creatives, high income, diverse gender use

LinkedIn - strongest among 25-34, 56% male, higher/middle income

Threads - Too new for detailed demographic data, similar to instagram age group

X - younger users, usage declines with age, more male dominated

Snapchat - dominant among 13-24, more female, popular across all income levels

YouTube - Broad appeal for years, balanced gender usage, all income users

Reddit - predominantly younger and male, tech-savvy with varied income levels

# data[].attributes.body
Instagram

Age- 16-40

Gender- more so female

Income- middle

Occupation- students, professionals

Facebook

Age-25-54

Gender-male and female

Income-middle

Occupation-wide range

TikTok

Age-majority 16-34

Gender- male and female

Income-lower middle- middle

Occupation- students, content creators

Pinterest

Age-18-34

Gender-mostly female

Income-higher income

Occupation- students, creative

LinkedIn

Age-25-34

Gender-male and female more so male

Income-middle to higher

Occupation-professionals

Threads

Age-18-34

Gender-male and female

Income-middle to upper

Occupation-students, professionals

Snapchat

Age-13-24

Gender-more female

Income-lower to middle

Occupation-students, young adults

YouTube

Age-18-49

Gender-both

Income-wide range

Occupation-wide range