AI

Voice Search

Influencer Marketing

VR

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.

Cross-channel

Integrated

Omnichannel

What businesses would these be suitable for?

For the 16 channels given -

Social Media, Advertorials, AI, Influencer marketing

Email marketing, print, VR, broadcast/outdoor

Website, SEO, magazine advert, AR

PPC , Podcast, PR, voice search

Complete the following analysis

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

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

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

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

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

Facebook

TikTok

Pinterest

Linkedin

Threads

X

Snapchat

YouTube

Reddit

Age

Gender

Income

Occupation

•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)

PR, Print, Broadcast/outdoor, magazine, advertorial

Growth

Maturity

Decline

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

Researching Content for Newsletters

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

Updating Meta content for 46 products

Internal Linking for those 46 products into 12 related blogs

Attended IPM Congress

-Planning for christmas ecom shoot for next month

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

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

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

-influencer outreach

-product pages on website- image selection

insta and tiktok posts

competitor rasurch

imp event

updating product pis on brand page

Website

Instagram

Facebook

TikTok

Snapchat

Newsletters

Search Engine

Threads

X

Reddit

Pintrest

TV Advert

Offline:

Posters

Flyers

Letters

Billboards

Postcards

Unsure:

Radio

social media: tiktik,insta,linkedinn,facebook

ads;tv ads

offline: ads/posters on building,transport

door to door

interviews/talking to public

events

-newspaper

-billboards

-posters

-leaflets

-direct mail

-buisness cards

Online

-Social media

-online news tabloid

-ads

-blogs

-website

-emails

-tv advert

social media trolls

social media fake accounts/catfishing

once content is out there you cant take it back

competetive

-threads

-linkedin

-facebook

-pintrest

-x

-youtube

-Snapchat

-instagram

-tiktok

threads

pinterest

facebook

x

snap

youtube

linked inn

insta

tiktok

-requires regular updates

-can have technical issues/crashes

-performance issues causing loss of sales

-competition

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

fake website accounts

competition

needs to be high ranking seo

can go into junk and never be seen

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

time comsuming to do

can be quite technical

competitvie

always changing

results take a while to see

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

also could be wasted money

not long term result

opinions and talking about things can always be controversal

series can be too long and bore people

no roi

not accesible to see all the time

more forgetable

no specific target audince

cannot be updated

-more costly

-people might not notice

-not specific target

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

Voice-cannot always pick up voice and accents

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

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

AR

• High development and implementation costs.

• Requires compatible devices and strong internet connectivity.

• Can be complex to integrate into traditional marketing funnels

  AI

  • May lack human feeling in customer service or creative messaging.

  • Data privacy concerns can reduce consumer trust.

  • Initial setup and training can be lengthy

    Voice Search

    • Limited keyword control

    • Harder to track and measure ROI effectively.

    • Voice results often favor top-

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

    Influencer Marketing

    • ROI can be inconsistent or difficult to measure.

    • Risk of brand misalignment or influencer controversies.

    • Audience fatigue from overexposure to sponsored content.

    Virtual Reality

    • High equipment and production costs.

    • Niche audience due to hardware requirements.

    • Limited usability

      
      

    
    

channel specific goals

Disadvantages: not a smooth journey

customer restarts joureny at each touch point

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

Disadvantages:it only takes the customer so far

inst fully seemless

Intergrated: Advantage:brand consistency

Disadvantage: alot more work to do this,expansive

Omni: advanages:totally seamsless high customer retention

disadvntage:more expensiv alot of effort and can go wrong

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

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

• More engaged community

Disadvantages:

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

• Can be very time consuming

-Builds relationship/trust

-Encourages engagement

-Provides real feedback

-Personalised communication

Disadvantages

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

- Risk of public negative feedback

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

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

takes time

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

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

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

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

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

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

PPC: CTR, Conversion Rate, CPM, google ads

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

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

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

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

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

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

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

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

seo-semrush,organic traffic,keywords-easy

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

podcast-downloads,listening duration-easy

press releases-pr,backlinks-easy

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

magazines- qr codesoffline,same as above-not easy

advertorials-website analystics

engagement rate,ctr-easyier

broadcast-reach,impressions-easier

podcast-

podcast

• Age: Mostly 25–44

• Gender: Mixed, slightly more male

• Income: Middle to high

• Occupation: Professionals, parents, general public

Instagram

• Age: Mostly 18–34

• Gender: Slightly more female

• Income: Middle

• Occupation: Students, creatives, influencers

TikTok

• Age: Mostly under 30

• Gender: Slightly more female

• Income: Lower to middle

• Occupation: Students, young creators

Reddit

• Age: Mostly 18–34

• Gender: Mostly male

• Income: Middle

• Occupation: Tech workers, students, hobbyists

Pinterest

• Age: Wide range, especially 25–44

• Gender: Mostly female

• Income: Middle to high

• Occupation: Designers, parents, planners

LinkedIn

• Age: Mostly 25–44

• Gender: Balanced

• Income: High

• Occupation: White-collar professionals

Threads

• Age: Mostly 18–34

• Gender: Slightly more female

• Income: Middle

• Occupation: Young professionals, creatives

X (formerly Twitter)

• Age: Mostly 25–44

• Gender: Mostly male

• Income: Middle to high

• Occupation: Professionals, journalists, influencers

Snapchat

• Age: Mostly under 30

• Gender: Slightly more female

• Income: Lower to middle

• Occupation: Students, young adults

YouTube

• Age: All ages

• Gender: Balanced

• Income: All income levels

• Occupation: Everyone

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

website

seo

social media

advertorial

pr

broadcast

ppc

podcast

magazine

print

Objective:

-Announce availability and key benefits.

-Build excitement

-Drive traffic, engagement, and conversions.

Tone:

-Brand-aligned, polished, confident.

-Luxury, sustainable

Target Audience:

-Current customers (loyal, pushing repeat purchases)

-New/potential customers interested in style.

-Influencers, press, and brand advocates.

Channels:

-Instagram, TikTok

-Email campaigns

-Website banners & blog

-PR/Influencer outreach

-SMS

Process

-Planning

-sign off

-making

-multi channel roll out

-performance monitoring

Customer Crisis

Objective|:

-Maintain trust and transparency.

-Resolve the issue and reassure customers.

-Protect brand reputation and mitigate backlash.

Tone:

-Empathetic, calm, sincere.

-Clear, accountable, and proactive.

-Focused on the customer’s concern.

Target Audience

-Affected customers

-Broader audience looking for guidance

Channels

-IG

-tik tok

-emails

-website bot

-customer service inbox

Process

-direct communication

-follow up

• Social Media

• Email marketing

• SEO

• Website

• Podcast PR

• PPC

• Print

• Magazine

• Advertorial

• Broadcast/outdoor

10,000 / 5,000 = 2

2x100 = 200

8,500 - 4,000

4,500/ 4,000 = 1.25

1.25 x100 = 112.5

4,000/1,000 = 4

4x100 = 400

9,000- 2,800= 6,200

6,200/2,800 = 2.21428571

2.21428571 x 100 = 221.43

112.5%

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

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

221.43%

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

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

-Anklets

Growth

-Faith Collection

Maturity

-Wedding Collection

-Initial Necklaces

Decline

-Rainbow gemstone range

Growth: Gut Shots

Maturity: Multivitamins

Decline: Topical Minerals

growth:supplements/tablets

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

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

What They Did:

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

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

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

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

Carlsberg “Probably the Best Poster in the World”

What They Did:

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

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

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

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

Snapple Ice Block Stunt in London

What They Did:

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

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

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

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

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

• Why it was a success:

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

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

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

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

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

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

• Why it was a success:

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

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

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

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

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

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

• Why it failed:

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

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

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

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

• What they did: Launched soap bars and bath bombs featuring messages about undercover policing, tapping into a national scandal.

• Why it worked: Bold, topical and media-friendly. Generated major coverage (Guardian, BBC), aligned with Lush’s activist brand, and resonated with ethically aware customers.

• Success: Reinforced brand values, increased visibility, sparked conversations.

• 
  

  BrewDog (Beer for Punks & provocative stunts)

  • What they did: Built their brand on disruptive PR—cashing in on controversial packaging, crowdfunding, and attention-grabbing beer names and stunts .

  • Why it worked: Cultivated a rebellious, anti-establishment image. Fans felt part of a movement, which boosted loyalty and free media.

  • Downside: Some stunts drew criticism for sexism or offensiveness, risking backlash—and legal snarls when misusing competitors’ logos .

• Protein World – “Beach Body Ready” Campaign (2015)

  • What they did:
    Ran a series of ads in London Underground stations featuring a slim, bikini-clad model next to the phrase:
    “Are you beach body ready?”
    The aim was to promote Protein World’s weight-loss supplements.

  • Why it failed:

    • Body shaming accusations: The ad was seen as promoting unrealistic body standards and shaming those who didn’t fit them.

    • Public outrage: Sparked mass complaints to the Advertising Standards Authority (ASA), online petitions, and defaced posters across the city.

    • Backfired virally: While it got attention, it was overwhelmingly negative and framed the brand as tone-deaf.

  • Outcome:

    • Banned in some locations.

    • Damaged brand perception, particularly among women and body-positive audiences.

    • The campaign trended on social media—but mostly for the wrong reasons.

  • ❌ Why it flopped:

    • Misjudged tone and social climate

    • Alienated a large portion of the target audience

    • Generated controversy but not loyalty