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 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?

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

• Social Media

• Email

• Website

• Ads

Offline

• Shop

• Newspaper

• Letter

• Flyer/Leaflet

• Events

• Workshops

• Trade shows/exhibitions

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

Email

Website

Social Media

Advertisement

OFFLINE-

Flyers

Banners

Face to face sales

Branded Merchandise

Events and trade shows

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

• 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

• 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!

instagram

x

reddit

facebook

snapchat

youtube

linkedin

pinterest

threads

• youtube

• tiktok

• instagram

• reddit

• facebook

• x

• snapchat

• linkedin

• pinterest

• threads

Tiktok

snapchat

instagram

facebook

linked in

X

youtube

pintrest

reddit

threads

Threads

Snapchat

LinkedIn

Reddit

X

YouTube

TikTok

Instagram

Facebook

• 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

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

• Intense competition

• Competitors' Strategies can directly impact your SEO

• Difficult to measure ROI

• Technically complex

• Not a guaranteed solution

• 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

• 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

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

• 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

• 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

• 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

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

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

• 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

• 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

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

• 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

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

• 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

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

• 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

• 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:

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.

• Email Marketing

• Organic Social Media

• PR (Basic Press Release)

• SEO

• Podcast

• Website

• PPC

• Advertorial

• Print (Newspaper/Flyer)

• Magazines

• Broadcast / Outdoor Advertising

• 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.

Email

SEO

Website

Podcast

Print

PR

Magazine

Advertorial

PPC

Broadcast/ outdoor

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

email,

press,

podcast,

seo,

website,

ppc,

advertorial,

magazine,

print,

broadcast/outdoor

• Email marketing

• Social Media

• SEO

• Website

• Podcast

• Advertorial

• PR

• PPC

• Print

• Magazine

• Broadcast

Event Marketing ROI

15000-5000/5000 x 100 = 200%

Paid Social Ads ROI

8500-4000/4000 x 100 = 112.5%

5000-1000/1000 x 100 = 400%

Influencer ROI:

9000-2800/2800 x 100 = 221.43%

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

200%

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

£10,000 ÷ £5000 = 2

2 x 100 = 200%

£8500 - £4000 = £4500

£4500 ÷ £4000 = 1.125

1.125 x 100 = 112.5%

2 112.5%

4 220%

£4000 ÷ £1000 = 4

4 x 100 = 400%

£9000 - £2800 = £6200

£6200 ÷ £2800 = 2.2143

2.214 x 100 = 221.43%

9000-2800 divided by 2800 x 100= 221.428%

Content Creation - Growth

Video Production - Maturity (work usually picks up in the summer)

PPC - Maturity (we've found that social ads are taking over and paid search is becoming more difficult/competitive)

Growth Advisory - Introduction

Full-Service Marketing - Growth

Courses/Training - Decline (not investing too much into creating courses anymore)

Event eg: Digital Innovation Summit falls on 24 June 2025, this is in the GROWTH stage as tickets are selling fast as it approaches the date.

Training: eg: Operational Risk - Best Practices for Risk Reporting on 14 April

Maturity stage as is only a few days away so sales are peaked.

Growth - Lanyards and tethering tools, sales recently increasing as more people becoming aware of dropped incidents so need to secure tools to employees.

Maturity - Tool kits,

Decline- cable safe nets, customers are now buying lanyard alterntives as it is safer to attach tools to person to prevent driops instead of nets placed below surface to catch tools

• British Breeds

• Linseed

• Donegal Twists DK

Growth

• Eden DK

• Eden 4ply

Maturity

• Woodnote 4ply

• Woodnote DK

• Pip 4ply

Decline

• Coast Aran

• Skipper 5ply

• Tweedle Pip 4ply

used a distinct moment from the film to market. Everyone knows where its from. Horror aspect of it went down well.

What Happened:
A choreographed flash mob surprised commuters at Liverpool Street Station. The footage became a viral advert.

Why It Was a Success:

• Created joy and surprise — emotionally engaging.

• Went viral organically (over 40M+ views).

WeRoad – “We Are Hiring” Street Ads (2023)

What Happened:
WeRoad placed fake street signs in London suggesting the city was being “evacuated for travel,” with bold slogans like “We Are Hiring” in high-traffic areas.

Why It Was a Success:

• Eye-catching and witty — sparked curiosity.

• Generated tons of UGC (user-generated content) on social media.

• Low cost, high engagement — ideal guerrilla balance.

Unsuccessful

Vodafone – Rugby Streakers (2002)

What Happened:
Two men streaked across a rugby pitch with Vodafone logos on their backs.

Why It Failed:

• Seen as vulgar and disrespectful.

• Attracted fines and legal issues.

• Created negative PR instead of brand love.