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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

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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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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

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Introduction

Growth

Maturity

Decline

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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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•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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Research the demographics that can typically be found on each channel (10 channels)

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Research the demographics that can typically be found on each channel (10 channels)

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Instagram

Facebook

TikTok

Pinterest

Linkedin

Threads

X

Snapchat

YouTube

Reddit

Age

Gender

Income

Occupation

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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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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.

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What's the difference between primary and secondary channels?

For the 8 channels given -

Claire & Ruby

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

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

Harley & Erin

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?

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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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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 - 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

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List the disadvantages of the emerging channels + Quiz 1.1B

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Augmented Reality

AI

Voice Search

Influencer Marketing

VR

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List the disadvantages of all the offline channels

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List the disadvantages of all the offline channels

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

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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

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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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Identify all the disadvantages of social media

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Identify all the disadvantages of social media

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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.body
Online

Social Media

Email

Website

Ads

Offline

Shop

Newspaper

Letter

Flyer/Leaflet

Events

Workshops

Trade shows/exhibitions

# data[].attributes.body
ONLINE-

Email

Website

Social Media

Advertisement

OFFLINE-

Flyers

Banners

Face to face sales

Branded Merchandise

Events and trade shows

# data[].attributes.body
Online: websites, social media, email marketing, online events (zoom, teams etc.)

Offline: print, in person events, word of mouth, phone calls, banners, billboards

# data[].attributes.body
security/privacy concerns

block ads

hard to stand out as so saturated

algorithms

tech/it issues

false advertising

more likely to receive criticism/ can impact brand image if viral criticsm

# data[].attributes.body
Disadvantages of Social Media-

Miscommunication

False Advertising

Not always guaranteed to go viral and recieve engagement

Expensive to create campaigns and buy software for posts

Recieve negative feedback and public criticism

Not always suitable for niche markets

# data[].attributes.body
Time consuming

Risk negative feedback

Algorithm changes

Misinformation

Privacy concerns

# data[].attributes.body
Disadvantages of social media:

Prone to negative comments/feedback

Oversaturated

Time-consuming.

Need to stay engaged and active - people don't have long attention spans

Security and privacy policy issues.

Personal experience: Meta is an awful platform!

# data[].attributes.body
tiktok

instagram

x

reddit

facebook

snapchat

youtube

linkedin

pinterest

threads

# data[].attributes.body
youtube

tiktok

instagram

reddit

facebook

x

snapchat

linkedin

pinterest

threads

# data[].attributes.body
Highest to Lowest-

Tiktok

snapchat

instagram

facebook

linked in

X

youtube

pintrest

reddit

threads

# data[].attributes.body
Pinterest

Threads

Snapchat

LinkedIn

Reddit

X

YouTube

TikTok

Instagram

Facebook

# data[].attributes.body
Online:

Social media (LinkedIn, Instagram, X, Tiktok)

Email marketing

SEO

Influencer marketing

Ads

Offline:

Trade shows

Word of mouth

Leaflet

Poster

Events

Newspaper

Magazines

Billboards

Radio

Lectures

Door to door

Cold calling

# data[].attributes.body
Ongoing costs

Upkeep with updates (High maintenance)

Needs constant promotion to increase traffic

Ensuring it is easy to navigate for external users

# data[].attributes.body
Disadv:

Website maintenance

Hiring web designer

Hiring SEO specialist

Impacts your campaigns if page load speed etc is poor

Need tracking specialists to ensure all touchpoints and events on the page are tracked properly

Ongoing cost

# data[].attributes.body
Initial cost and maintenance

requires specialised knowledge and training

Become outdated quickly

Limited personal interaction

# data[].attributes.body
Time-consuming

Requires technical knowledge and constant maintenance

Security risks

SEO challenges and high competition

Legal compliance

Financial costs

# data[].attributes.body
TECH ISSUES!!!!!

spam filters

issues with delivery

legal regulations

over saturation

design compatibility

# data[].attributes.body
Spamming

People look at work email a lot but don't keep on top of personal email as its majority spam

Hard to get an action from email marketing unless its from offer/discount in e-commerce - if its informational, not a lot of engagement

automation and technical issues

# data[].attributes.body
GDPR guidlines difficult to follow and become too complicated

Decline in people using email and now using social media

spam emails

misleading

needing to constantly create new layouts and designs

# data[].attributes.body
Spam filters

Initially challenging to gain sign-ups

Legal compliance

Costs for automation platforms

High volume of emails - challenging to compete

Low open rates - difficult to get engagement

Easy for customers to unsubscribe

# data[].attributes.body
as its long term, it is time consuming and slow

constant algorithm changes

continuous effort and updates

cost

# data[].attributes.body
Algorithm changes

High competition

Ongoing process

Time consuming

Need to have specific SEO knowledge

# data[].attributes.body
time consuming

competitive

requires ongoing effort

high content demands

no guaranteed placing

# data[].attributes.body
Slow results - need long term stratgey

Ongoing investment/cost

Requires expertise

Adaptation required

Intense competition

Competitors' Strategies can directly impact your SEO

Difficult to measure ROI

Technically complex

Not a guaranteed solution

# data[].attributes.body
expensive

regular monitoring to remain effective

it wont guarantee outcomes

no long term benefit as the traffic wont last if you stop paying for it

# data[].attributes.body
High costs

Constant attention has to be paid to it and optimisations

Have to constant evaluate negative keywords and targeting

Technically complex if you're unsure of the platform

Not a quick solution

Need good quality content to push in the ads for it to work

# data[].attributes.body
Cost

Wrong audience targeted

short term results

High competition for prime spots

# data[].attributes.body
Can be expensive over time

Traffic stops when budget runs out

Click fraud or bots can waste budget

Ad fatigue: people start ignoring your ads

Doesn’t always return results

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

Hard to stand out without heavy promotion

requires high quality equipment (expensive) and high quality editing

harder to track engagement?

# data[].attributes.body
Costly depending on standard of quality

Very time consuming, again, if you want to post across all platforms and create reels etc

Need engaging topics every time

Need to post consistently to gain traffic

Gaining sponsorship and/or monetising is difficult

# data[].attributes.body
Niche companys find it difficult owning a podcast

Time consuming eg editing, uploading etc

Slower audience growth

Requires strong hosting skills

Growing competition

# data[].attributes.body
Lacks visuals - narrows down audience

No direct interaction or personalisation

Technical issues

Lack to attention - people might do other tasks while listening

# data[].attributes.body
Higher costs

Limited targeting

Longer lead times

Geographic limitations

Unsustainable

Less efficient for small businesses

# data[].attributes.body
expensive - higher costs

limited reach

harder to track - limited analytics

hard to make updates in real time- can't really be edited and changed once printed

broader messaging - no real segmentation

less engagement

environmental impacts

# data[].attributes.body
Disadvantages of offline:

Limited reach - confined to a specific geographic area, reducing potential audience size.

Higher costs - Print ads, TV spots, and billboards often have higher production and distribution costs.

Difficult to track ROI - Measuring the success of campaigns can be tricky

Less flexibility - Once printed or aired, ads can't be edited or updated easily

Slower success - You don’t get immediate reactions or data

Limited targeting - Offline methods can’t target audiences as precisely

Time-consuming setup - Designing, printing, and distributing materials

# data[].attributes.body
Press Releases

Limited reach

Short-term impact

Costly

SEO limitations

Print Materials

Time consuming

High cost

Limited reach

Difficult to track effectiveness

Environmental impacts

Magazine Advertisements

High costs

Limited reach

Short-term impact

Lack of interactivity

Advertorials

High costs

Can be deceptive

Short-term impact

Broadcast/ Outdoor

High costs

Technical limitations

Higher risk

Not personalised

# data[].attributes.body
Disadvantages Of Emerging Channels

Augmented Reality (AR)

High development/hardware costs

Limited device compatibility

Privacy and data concerns

Artificial Intelligence (AI)

Job displacement/restructuring

Bias in decision-making

Lack of transparency

Voice Search

Inaccurate in noisy environments

Privacy issues (always listening)

Influencer Marketing

Fake followers and low authenticity

Hard to measure ROI

Audience trust issues/cancel culture

Virtual Reality (VR)

Expensive equipment

Motion sickness

Limited content availability

# data[].attributes.body
High cost to buy and upkeep

People loosing employment due to advanced technology

Voice search hard to use in noisy settings and language barriers

People idolising individuals for wrong reasons

# data[].attributes.body
AR

high development costs

confusing for users

privacy concerns

non-compatible devices

AI

privacy concerns

big environmental impact

inaccuracy

can lead to lack of human interaction

Voice Search

Privacy issues

Low conversion rates

limiting

Influencer marketing

lack of authenticity

brand representation (can go bad if influencer is involved in controversies)

VR

expensive

uncomfortable

niche

# data[].attributes.body
Augmented Reality

High costs

Limited Accessibility

Dependent on technology

UX challenges

Misinformation

AI

Automates job roles

Lacks creativity

Emotionally detached

Limited fairness

Data reliant

Voice Search

Limited accuracy

Lacks context

Privacy concerns

Technology dependent

Influencer Marketing

High costs

Lack of control

Difficult to measure effectiveness

Backlash potential - trust in influencer

Short-term impact

VR

Expensive equipment

Space limitations

Technical issues

Detached from reality

# data[].attributes.body
Multi-channel

Better customer experience

message overload, customers can feel bombarded by brand

Cross-channel

Seamless customer journey

Requires strong data integration

Integrated

Consistent brand message

Harder to adapt quickly

Omnichannel

Increased customer loyalty

High setup complexity

# data[].attributes.body
1. multi channel

advantages: broad reach on many platforms, customers choose their preferred channel

disadvantages: no continuity between each channel, harder to track the customer journey in full, duplication of efforts (time wasting?)

suitable business: businesses who use fewer platforms?

2. cross-channel

advantages: channels connect together which improves the user experience, ability to track customer across multiple touchpoints

disadvantages: more complex to manage and higher costs because data syncing.

suitable business: brands starting to want to improve the customer journey

3. integrated

advantages: a stronger brand identity, cost efficient messaging

disadvantages: consistency over creativity sometimes

suitable business: consumer goods (retail)

4. omnichannel

advantages: personalised experience, seamless, high engagement and loyalty

disadvantages: expensive due to automations and crm systems and ongoing maintenance

suitable business: large businesses (retail) and brands with big online presence

# data[].attributes.body
Multichannel Marketing

Advantages:

Wider reach

Channel flexibility

Simple to implement

Disadvantages:

Lack of consistency

Disconnected experience

Harder to track

Example: Coca-Cola promotes its brand across TV, billboards, social media, YouTube, and in-store displays - each channel often runs independently

Cross-Channel Marketing

Advantages:

Smoother customer journey

Better attribution

Increased engagement

Disadvantages:

Complex set up

Data integration challenges

Higher resource requirements

Example: Nike connects its marketing channels so customers can transition easily between them

Integrated Marketing

Advantages:

Strong brand identity

Improved efficiency

Cohesive strategy

Disadvantages:

Requires co-ordination

Upfront time investment

Example: Apple aligns all marketing channels with consistent branding, messaging, visuals, and tone

Omnichannel Marketing

Advantages:

Customer centered

Higher customer loyalty

Strong analytics

Disadvantages:

Very complex to execute

Expensive

Privacy/ data compliance risks

Example: Starbucks provides a seamless experience across physical and digital platforms using their app and rewards program

# data[].attributes.body
Multi-channel:
Separate channels throughout a user experience

Advantages

Wider reach

Better/more insights

Disadvantages

Higher costs using multiple platforms

Inconsistent messaging risk

Complex tracking

Cross-channel:
Data sharing/Connected channels

Advantages

Seamless customer experience

Stronger brand cohesion

Better conversion rates

Disadvantages

Have to sync tools and data across platforms

Needs strong coordination, tech, and team collaboration.

Difficult attribution

Integrated:
Unified message across channels

Advantages

Consistent brand messaging

Shared assets reduces duplication and costs.

Disadvantages

Requires strong coordination

Time consuming planning

Harder to adjust mid-campaign

Omnichannel:
Full integration for a seamless experience

Advantages

Unified customer experience

Higher customer satisfaction

Stronger data integration

Disadvantages

Requires advanced tech and data integration

High costs – Tools, software etc

Have to be really consistent

# data[].attributes.body
advantages:

builds strong trust and loyalty (strong relationships),

real time conversations make the customer feel heard and understood.

brand authenticity.

responsiveness

better feedback for brands to grow

good customer service

community

disadvantages:

may be costly as would need a staff member to be responsive 247

automation can result in frustration and reputation as it can feel fake and lack connection

harmful comments/content risk

# data[].attributes.body
Advantages:

Builds customer relationships

Real time feedback - immediately act on

Personalised communication - increases engagement and loyalty

Disadvantages:

Risk negative exposure

Time consuming

Hard to measure success

# data[].attributes.body
Advantages

1. Stronger customer relationships

2. Direct input helps improve products, services, and messaging.

3. Customers feel heard and are more likely to interact

4. Brands can respond quickly and transparently to issues or backlash.

5. Gives customers a more tailored, relevant content and offers.

Disadvantages

1. Requires time, tools, and skilled teams to manage conversations well.

2. Risk of negative conversations and complaints getting worse

3. Hard to control the narrative and may have an inconsistent tone

4. Pressure to respond quickly

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Advantages -

Build a stronger customer relationship

Real-time feedback

Help support customer fully

Customisation oppurtunities

Problem solving

Disadvantages -

as customer base grows, less time to reply to everyone

negative feedback being public

Miscommunication

Security and privacy risks

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Primary channel - These are your main or most important platforms for reaching and interacting with your target audience. These are the channels you rely on most heavily to drive awareness, engage

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primary: this channel is the main medium or platform through which the marketing campaign is delivered.

secondary: this channel supports the primary channel and extends the campaign's reach and impact.

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Social Media

Metrics: Engagement (likes, shares, comments), reach, impressions, followers, CTR, conversions

Ease of Measurement: Easy

Means of Measurement: Platform analytics, third-party tools (Hootsuite, Sprout Social), Google Analytics

Websites

Metrics: Page views, bounce rate, session duration, conversion rate.

Ease of Measurement: Easy

Means of Measurement: Google Analytics, heatmaps

Email Marketing

Metrics: Open rate, click-through rate (CTR), bounce rate, unsubscribe rate, conversions

Ease of Measurement: Easy

Means of Measurement: Email platforms (Mailchimp, HubSpot, Constant Contact), Google Analytics

SEO

Metrics: Organic traffic, keyword rankings, domain authority, backlinks, CTR, bounce rate

Ease of Measurement: Moderate

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

PPC

Metrics: Clicks, impressions, CTR, cost per click (CPC), cost per acquisition (CPA), ROAS

Ease of Measurement: Easy

Means of Measurement: Google Ads, Bing Ads dashboards, UTM tags, Google Analytics

Podcasts

Metrics: Downloads, listens, subscriber growth, listener demographics

Ease of Measurement: Moderate

Means of Measurement: Podcast platforms (Spotify etc), listener surveys

Press Release

Metrics: Impressions, media coverage, backlinks, referral traffic

Ease of Measurement: Moderate to Hard

Means of Measurement: PR distribution platforms, Google Analytics

Print

Metrics: Estimated reach, circulation, brand search uplift

Ease of Measurement: Hard

Means of Measurement: Circulation reports, QR codes, custom URLs or phone numbers, surveys

Magazines

Metrics: Estimated reach, ad recall, reader response

Ease of Measurement: Hard

Means of Measurement: Reader surveys, custom CTAs or URLs

Advertorials

Metrics: Read-through rate, engagement, CTR, conversions

Ease of Measurement: Moderate

Means of Measurement: Google Analytics, UTM tags. In print – custom URLs, QR codes, coupon tracking

Broadcast (TV/Radio)

Metrics: Reach, brand recall, conversions

Ease of Measurement: Moderate to Hard

Means of Measurement: Radio diaries/panels, surveys, unique URLs, call tracking

Outdoor

Metrics: Impressions, reach, engagement rate, traffic uplift

Ease of Measurement: Hard

Means of Measurement: Media company data, traffic, QR codes

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Social media

Engagement rate, Follower Growth, Reach and Impressions, Click-Through Rate (CTR), Conversion Rate, Brand Mentions

High/easy to measure

Built in measurements

Websites

Traffic, Conversion Rates, Average Session Duration, Page views

Google Analytics

Email marketing

Open Rates, CTRs, Conversion Rates, Unsubscribe Rate

High/easy to measure

Built in Analytics

SEO

Organic Traffic, Keyword Rankings, CTR, Backlinks

Google Analytics, SEMrush

PPC

CTR, CPC, Conversion Rates measure immediate performance,

ROAS assesses overall campaign effectiveness, CPM

Google ads

Podcasts

Downloads, Average Listening Duration, Subscriber Numbers

Platform they post on

Press Release

Impressions Backlinks Referral Traffic Social Mentions

PR Platforms

Print

Response Rate Ad Recall Sales Uplift

URLS, surveys QR

Magazines

Response rate, ad recall

Hard to measure, need to be linked with another channel for accurate tracking

URLS, surveys QR

Advertorials

Engagement Rate

CTR

Conversion Rate

Brand Recall

Readership

Website analytics, social media analytics

Broadcast/Outdoor

Nielsen rating, audience measurement tools

Reach, impressions, ad recall

Hard to measure

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Instagram

Age: 18–34 years old (60% of users)​

Gender: Slightly more male (52.2%) than female (47.8%)​

Income: 60% of users have household incomes over $100,000​

Occupation: Common among creatives, influencers and lifestyle brands​

Facebook

Age: Broad usage across all age groups; strong presence among 30–49-year-olds​

Gender: More popular with women, especially aged 30–49​

Income: Significant representation among affluent individuals​

Occupation: Diverse, including professionals and small business owners​

TikTok

Age: Majority between 16–24 years old​

Gender: Slightly more female users (57%)​

Income: 37% of users have household incomes over $100,000​

Occupation: Popular among students, creatives, and content creators​

Pinterest

Age: Significant usage among 18–49-year-olds​

Gender: Predominantly female (76.2%)​

Income: 41% of U.S. users have household incomes over $75,000​

Occupation: Common among designers, DIY enthusiasts, and planners​

LinkedIn

Age: Majority between 25–34 years old (60%)​

Gender: More male users (56.3%)​

Income: 60% of U.S. users earn over $100,000 annually​

Occupation: Professionals, executives and B2B marketers​

Threads

Age: Data not yet available; platform launched in 2023​

Gender: ?

Income: ?

Occupation: ?

X (formerly Twitter)

Age: Majority between 18–34 years old​

Gender: Predominantly male (66.72%)​

Income: 56% of users earn over $50,000 annually​

Occupation: Professionals, journalists, and tech enthusiasts

Snapchat

Age: Strongest among 18–24-year-olds (73%)​

Gender: Evenly split between male and female users​

Income: 27% of users have household incomes under $30,000​

Occupation: Popular among students and young professionals​

YouTube

Age: Wide reach, strong among 18–49-year-olds​

Gender: Slightly more male users (55%)​

Income: ?

Occupation: Diverse: includes content creators, educators and consumers​

Reddit

Age: Majority between 18–29 years old (36%)​

Gender: Predominantly male (62%)​

Income: 26% of users earn over $75,000 annually​

Occupation: Common among tech-savvy individuals, gamers and professionals

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Instagram:

Age and Gender: 47.3% of Instagram users aged 18+ are female and another 52.7% are male.

Income: 40% of people earning less than $30,000 use the app, 47% of people earning between $30,000 to $69,999 use the app, 54% of people earning between $70,000 to $99,999 use the app, 58% of people earning more than $100,000 use the app

Occupation: creatives

Facebook:

Age and Gender: Ages 18-24: Comprise 19% of Facebook’s global user base. Ages 25-34: The largest demographic on Facebook, making up 31% of users. Ages 35-44: Represents 16% of users Ages 45-54: Account for 10% of Facebook’s users. Ages 55+: Increasingly active on Facebook, 24% of users are over 55.

Male Users: Comprise 56% of Facebook’s global audience.

Female Users: Account for 44% of the user base. Women on Facebook are often more active in groups, events, and content-sharing activities.

Income: n the US:

63%of people earning less than $30,000

70% of people earning between $30,000 to $69,999

61% of people earning between $70,000 to $99,999

68% of people earning more than $100,000

Occupation: diverse range of occupations

Tiktok:

Age Group of US TikTok Users 2024

18-24 years 25%

25-34 years 35%

35-44 years 19%

45-54 years 13%

55+ 14%

Gender: female (57%)

Income: 37% of users over $100,000

Occupation: creatives and students

Pinterest:

age: Pinterest’s biggest audience segment is women aged 25-34

gender: 69.4% of users are women

income: 1 in 3 Pinterest shoppers have an income of over $100k

occupation: DIY and designers

LinkedIn:

age: Over 47% of LinkedIn users are between the ages of 25 and 34.

gender:Worldwide, men tend to use LinkedIn more than women. As of February 2025, 56.9% of users were male and 43.1% were female.

income: More than half of LinkedIn’s members’ households earn over $100,000

occupation:B2B marketers

Threads:

age: ?

gender:?

income:?

occupation:?

X:

age: Most X users (58%) are under 35 years old.

gender:X has a male:female split of just over 2:1.

income:29% of U.S. adults with a household income of $100,000+ are on X/Twitter

occupation: journalists

Snapchat:

age: 18-24 73%

gender: 50/50

income: incomes under 30,000

occupation: young people/ students

Youtube:

age: More than 77% of 15-35-year-olds in the U.S. use YouTube.

gender:more male users at 51% compared to female users at 49%

income:

occupation:

Reddit:

age: 18-29 53%

gender: male

income:

occupation:

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Product launch

Objective: Drive more traffic to us as an agency and have more people ask for our services due to a new and improved product/service

Tone of message: Optimistic and subtly pushing sale of new service.

Target Audience: B2B, other businesses using our service.

Channels: Meta, LinkedIn, YouTube, Google Ads.

Customer Crisis

Objective: Ensure complaint and client are dealt with in a professional, calm manner

Tone of message: Helpful, calm and understanding tone, try to work out a common ground/understanding of issue.

Target Audience: Business using our service.

Channels: Respond to the complaint on whichever channel it has been posted (usually comes directly to us to discuss complaint with client before going on any public channel) and if its been posted somewhere, directly email the client to try and work out an understanding of the issue/how we can move forward from it.

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Least to most expensive

Email Marketing

Organic Social Media

PR (Basic Press Release)

SEO

Podcast

Website

PPC

Advertorial

Print (Newspaper/Flyer)

Magazines

Broadcast / Outdoor Advertising

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PRODUCT LAUNCH -

Objective - To recieve positive feedback on new product and recieve good amount of sales after launching.

Tone of message - Persuasive, making customer want to buy product. Possibly include educational content.

Target audience - Oil and Gas industries also self employed construction workers etc.

Channel - My company would send out promotional emails to launch new product also posting flyers on Linked In.

CUSTOMER CRISIS -

Objective - Reach an end goal where customer is happy with product and service, making sure they will rebuy from us in the future.

Tone of message - Calm and quick responses putting the customer first. Possibly issuing refund if neccesary.

Channel - My company would use a direct approach of email so negative feedback isnt public and the customer is able to share their true opinions on our company for us to manage.

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Social media

Email

SEO

Website

Podcast

Print

PR

Magazine

Advertorial

PPC

Broadcast/ outdoor

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product launch: event/training: eg: Digital Innovation Summit 2025 - innovation for a better society

objective: try to get repeat attendees, to sell x amount of tables and tickets.

message tone: professional, engaging and informative

target audience: previous attendees, leading industry experts and policymakers

Channels: Email marketing and Linked In

Crisis management:

objective: handle the crisis professionally by ensuring the complaint is dealt with quickly and calmly. Ensuring the customer knows they are being heard.

tone: understanding and professional

channel: likely an email directly to them and then a LinkedIn post addressing issue if it impacts multiple individuals

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social media,

email,

press,

podcast,

seo,

website,

ppc,

advertorial,

magazine,

print,

broadcast/outdoor

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Lowest to Highest - COST

Email marketing

Social Media

SEO

Website

Podcast

Advertorial

PR

PPC

Print

Magazine

Broadcast

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ROI = Revenue - Cost / Cost x 100

Event Marketing ROI

15000-5000/5000 x 100 = 200%

Paid Social Ads ROI

8500-4000/4000 x 100 = 112.5%

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Email ROI:

5000-1000/1000 x 100 = 400%

Influencer ROI:

9000-2800/2800 x 100 = 221.43%

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ROI: 15,000-5,000 divided by 5,000 x 100 =200

200%

ROI: 8,500-4000 divided by 4000 x 100 =112.5%