•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)

AI

Voice Search

Influencer Marketing

VR

Cross-channel

Integrated

Omnichannel

What businesses would these be suitable for?

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

For the 4 channels given -

A – Social Media, Advertorials, AI, Influencer marketing

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

Complete the following analysis

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

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

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

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

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

Age

Gender

Income

Occupation

Tone of the message?

Target audience?

What channels would they use?

Growth

Maturity

Decline

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

OFFLINE 

Social media marketing

Search engine optimisation SEO 

Email marketing

PPC advertising

Content marketing 

Virtual events 

OFFLINE 

Direct mail 

Business cards 

In store 

negativity

privacy issues

algorithm changes

platform rules

public criticism

content saturation

Can be Time-Consuming

Negative Feedback an public criticism 

Over-Saturation hard to stand out 

High Advertising Costs including the use of influencers 

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

tiktok

instagram

linkedin

facebook

threads

snapchat

pinterest

twitter

reddit

tiktok

instagram

youtube

linkedin

facebook

threads

snapchat

pinterest

twitter

reddit

LEAST POPULAR

high costs

security issues

need updating regularly

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

Technical Issues 

Security Risks 

Maintenance & Updates 

User Experience Problems 

must comply with privacy regulations and copyright laws.

Dependence on Technology 

Limited Engagement

Spam Filters

Low Open Rates

Privacy Concerns

Unsubscribe Rates

Design Challenges

Costly for Large Campaigns

Legal Compliances

competition

inbox clutter

GDPR

limited engagement

time consuming- requires continuous content creation

algorithm updates

time consuming

costly

no guarantee

unpredictable results

Takes Time 

Highly Competitive hard to rank

Ongoing Effort 

Complex, technical knowledge

Content Investment as Regular content creation is needed.

Search Engine Dependency depends on search engines.

Hard to Measure Difficult to track direct impact on sales.

temp results

complex management

dependency on ad platforms

continual investment

limited audience targeting

requires skill and expertise

unpredictable

Costly 

Requires Ongoing Investment 

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

Complex Management Campaigns need constant monitoring.

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

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

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

Can be time consuming 

Equipment is needed

monetizing issues 

Some may not be visual

Needs to be edited in areas

There is now high competition in this area

Need to be consistent to build an audience 

time consuming production

lack of visual appeal

high setup and equipment costs

content saturation

not ideal for all types of content

technical issues

limited reach

difficult to measure effectiveness

short lifespan

requires updating regularly

geographic limitations

High cost 

Can be a limited therefore targeted reach 

Can be hard to measure effectiveness 

Materials can be come outdated

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

Lack on instant feedback

There is an element of uncertainty and risk

It is all a learning curve with new technologies 

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

High experimental costs 

Can be overhyped expectations 

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

Advantages:

• A wider reach of larger an diverse audience maximising exposure 

• Can use leverage of the unique strengths of different platforms 

• Can tailor campaigns to each platform

• Flexible to test different strategies

Disadvantages:

• Each platform operates differently 

• Each message on each platform may be different and cause confusion 

• Managing multiple platforms can become expensive 

CROSS-CHANNEL MARKETING

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

Advantages:

• Increasing engagement 

• Better customer experience 

• Data can be shared between the channels 

Disadvantages: 

• Careful planning to ensure all platforms are working together 

• Can become complex 

INTERGRATED MARKETING:

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

Advantages: 

• A consistent brand message 

• Can be efficient 

• Improves a customer journey with communication across all touchpoints

Disadvantages: 

• A high initial investment 

• Less flexible 

OMNICHANNEL MARKETING

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

Advantages:

• Increasing customer loyalty with a consistent experience 

• Can be more personalised higher customer satisfaction

Disadvantages: 

• Higher cost and complexity with mainlining this high standard 

• Can become very time consuming

• Better customer engagement and insights 

• Building a stronger customer engagement 

• Creating a personalised experience 

• Increasing the brand loyalty with their customers

DISADVANTAGES:

• Negative feedback 

• Customers may have a certain expectation 

• Can be privacy or security risks involved 

• A chance of miscommunication or confusion 

PR, Print, Broadcast/outdoor, magazine, advertorial

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

1. Email Marketing

2. Social Media

3. SEO

4. Podcasts

5. Website

6. PR

7. Print

8. Magazine Ads

9. Advertorials

10. PPC

11. Broadcasts/Outdoor

Website

SEO

PR

Print

Magazine

Advertorial

Podcast

PR

Email Marketing

Social Media

18B: 112.5%

19B: 221%

400%

2. influencer marketing campaign

221.4%

Innocent smoothie - big knit campaign

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

Coca cola - vending machine surprise

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

Ikea - Bus stop sofa

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

Bad:

Vodaphone pocketing values campaign.

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

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

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