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 -

R1 = Kelly, Lyla, Oliver

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

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

R2 = Paige, Ruby

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

D(R2) PPC , Podcast, PR, voice search

Complete the following analysis

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

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

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

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

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

Facebook

TikTok

Pinterest

Linkedin

Threads

X

Snapchat

YouTube

Reddit

Age

Gender

Income

Occupation

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

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

•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

newsletter

phonecall

text message

website

blog

podcast

Television

offline:

leaflet

billboard

panflet

Catalogue

Magazine

Newsletter (physical)

Poster

Letter

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

Social Media

TV Ads

SEO

Email Marketing

Content Marketing

Offline

Print advertising - flyers, brochures

Radio

Trade Shows

Webpages

Blogs

Social Media

Email

Phone calls

Texts

Podcasts

OFFLINE:

Brochures

Posters

Leaflets

Newspapers

Letters

Word of mouth

Catalogues

Radio

In person sales/advertising

Brochures

Posters

Events

Word of mouth

Online:

Gov website

Facebook posts

WhatsApp

Email

Phone calls

-highly competitive

-very saturated

-constantly changing landscape and trends

-negative feedback is very visible

-can go viral but in a negative way

-could not be reaching the right audience

-constantly having to keep up with trends

-can be hard to stand out from the noise

-short attention spans/trying to keep your content engaging

-Unsafe as anyone has access

-Fake news

-Takes away from personal face-to-face interaction

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

-Online hate/trolling

-Lots of the same content - too much competition

Tiktok

Insta

X

Snap

Facebook

Linkedin

Pintrest

Threads

Reddit

Youtube

Facebook

Tiktok

Snapchat

X

LinkedIn

Pinterest

Threads

Reddit

Threads

Reddit

Youtube

Snapchat

LinkedIn

Facebook

Instagram

Twitter

TikTok - highest

Youtube

Instagram

TikTok

Snapchat

X

Pinterest

Reddit

LinkedIn

Threads

LinkedIn

Reddit

Pinterest

Instagram

Snapchat

X

Facebook

BIGGEST: Tiktok

Can be difficult to build

Needs to be optimised for best ROI

not a personalised experience

Technical challenges

Slow loading speeds

Poor visual design

Outdated content

Challenging to keep up engagement

Overloading information

Slow loading times

Privacy concerns

often low open rate

Customers can unsubscribe

technical challenges (delivery)

Design is key for interaction

continuous maintainance

Time and effort

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

Technical expertise

short term results

costly

competitive

generates traffic but doesn't convert

Competitive

No guarantee of conversion

Need expertise to ensure you are maximising ad budget

Need to have informative topics to discuss

Time consuming

very saturated

Can be expensive for equipment

Time consuming

Need technical skills

Consistency is key

Difficult to measure ROI

Slower interactivity and response

Difficult to change once it is out there

costly

difficult to track

Difficult to adapt/adjust

• Limited reach without enough distribution channels

• Typically low engagement

• SEO limitations

Print Materials:

• High production costs

• Not easy to amend/edit errors once printed

• Environmental concerns

• Design limitations

• Hard to track

Magazine:

• Long publishing times

• Costly

• Hard to track

• Low engagement

• Declining popularity

Advertorials:

• Difficult to subtly promote

• Costly

• Hard to track

• Audience skepticism

• Long publishing times

Broadcast/Outdoor Advertising:

• Costly

• Hard to track

• One-way communication

• No direct/specific targetting

• Geographic limitations

• Hard to edit/change

Room for job displacement

Increasing competition

Risk of becoming too heavily reliant on it

Security and privacy concerns

less human interaction

less direct customer interaction

less relationship building

• High development costs

• Limited user adoption

• Device compatibility issues

• Short user attention span

• Difficult to measure ROI

Artificial Intelligence (AI):

• Data privacy concerns

• Bias in algorithms

• Lack of human touch

• Technical complexity

• High implementation costs

Voice Search:

• Limited content control

• Hard to optimize for SEO

• Low conversion tracking

• Ambiguity in user intent

• Platform-specific limitations

Influencer Marketing:

• Risk of inauthentic endorsements

• ROI is hard to track

• Influencer controversies

• Fake followers and engagement fraud

• Oversaturation

Virtual Reality (VR):

• Expensive to produce

• Requires specialized hardware

• Accessibility barriers

• Niche audience reach

• Low scalability for mass campaigns

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

Advantages:

• Broad reach to diverse audiences.

• Flexibility in testing different platforms.

• Easier to manage separately.

Disadvantages:

• Inconsistent customer experience across channels.

• Lack of coordination can cause inefficiencies.

• Limited customer journey tracking.

Suitable for:

• Small to medium businesses just starting with digital marketing.

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

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

2. Cross-Channel Marketing

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

Advantages:

• Improved customer journey flow.

• Better campaign tracking and conversion optimization.

• Encourages channel synergy.

Disadvantages:

• Still lacks full integration—data may be siloed.

• Requires more coordination than multi-channel.

• Technology or tools may need to support linking channels.

Suitable for:

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

• Mid-sized businesses seeking better campaign performance.

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

3. Integrated Marketing

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

Advantages:

• Strong brand recognition and trust.

• Consistent message improves clarity and impact.

• Efficient use of resources through coordinated efforts.

Disadvantages:

• Can be complex to execute across multiple departments.

• Risk of inflexibility if over-standardized.

• Requires deep planning and alignment.

Suitable for:

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

• Franchises or global companies maintaining brand integrity.

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

4. Omnichannel Marketing

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

Advantages:

• Superior customer experience and personalization.

• Real-time data integration and insights.

• Higher customer satisfaction and loyalty.

Disadvantages:

• Technologically and operationally complex.

• High implementation cost.

• Requires strong internal alignment and sophisticated tools.

Suitable for:

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

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

• Subscription services and banks where user experience is key.

Advantages:

• Wider audience reach

• Platform-specific content

• Flexibility in messaging

  
  

Disadvantages:

• Inconsistent brand experience

• Harder to track customer journeys

• Resource intensive

  
  

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

Cross-Channel

Advantages:

• Connected customer journey

• Better engagement

• Cohesive messaging across platforms

• Improved data flow

  
  

Disadvantages:

• Requires coordination between channels

• More complex analytics

  
  

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

Integrated Marketing

Advantages:

• Unified brand message

• Stronger campaign impact

• Improved ROI tracking

  
  

Disadvantages:

• Time-consuming planning

• Creative constraints

• Not ideal for reactive marketing

  
  

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

Omnichannel

Advantages:

• Seamless customer experience

• Real-time personalization

• Unified data insights

• Strong customer loyalty

  
  

Disadvantages:

• High tech demand

• Complex implementation

• Expensive infrastructure

• Continuous optimization needed

  
  

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

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

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

cross channel

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

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

intergated

ad - consistent brand messaging, stronger impact on customers

dis - requires significant planning, more complex

omnichannel

ad - seamless customer experience, higher satisfaction and loyalty

dis - high cost, data integration challenges, time consuming

Advantages - You can tailor content for each platform

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

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

Cross channel

Advantages - Improved customer journey and higher engagement

Disadvantages - Harder to scale and a more complex setup

Example - E commerce

Integrated

Advantages - Consistent branding and efficient content use

Disadvantages - Doesn't guarantee interactivity

Example- Fashion

Omnichannel

Advantages - Completely seamless experience leading to higher customer retention

Disadvantages - Requires advance technology

Example - Luxury retail and technology

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

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

• Builds stronger customer relationships

• Increases engagement and brand loyalty

• Enables real-time feedback and adaptation

• Enhances data collection for personalization

  
  

Disadvantages:

• Resource-intensive

• Possible negative feedback open to the public

• Harder to control brand messaging

• Requires consistent, active monitoring

-Can have closer communication with customers

-More customer engagement

-Can see what customers lean towards through their interaction patterns

-Customers can provide direct feedback

Dis:

-Customers can leave negative reviews in the public eye

-Can be tough to maintain

• strong customer relationships

• real time feedback

• better brand perception and positioning

Disadvantages

• Requires dedicated staff

• Opens the brand up to more negative exposure

• enhances customer engagement and trust

• Builds brand loyalty and strong relationships

• Allows direct feedback from clients

• Personalised marketing

• Better understanding of customer needs/wants

Disadvantages

• risk of negative feedback

• Time consuming

• Privacy and security concerns

• Overwhelming

• Constant monitoring

reach - mass

cost - £

size - SML

two way dialogue - no but potentially if live chat

ethical - GDPR

environmental - none

access - easy

SEO

reach - targeted

cost - ££

size - ML

two way dialogue - No

ethical - cookies/gdpr

environmental - the use of servers?

access - not as easy

Magazine Ad

reach - targeted

cost - £££

size - SML

two way dialogue - No

ethical - ASA

environmental - printing

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

AR

reach - mass

cost - £££

size - L

two way dialogue - No

ethical - GDPR

environmental -

access - hard as expensive

Reach- mass reach

Cost- £££

Size of business- M/L

Two way dialogue - NO

Ethical and environmental - data privacy GDPR

Podcast

Reach- targeted

Cost- £

Size of business- S/M

Two way dialogue- Yes

Ethical and environmental-

PR

Reach-mass reach

Cost-££

Size of business-M/L

Two way dialogue-NO

Ethical and environmental-

Voice message

Reach- mass reach

Cost-££

Size of business-M/L

Two way dialogue-NO

Ethical and environmental- GDPR

built in analytics like engagement rate and follower growth

websites

google analytics such as looking at the traffic and bounce rate

email

built in analytics such as open rate and CTR

seo

google analytics such as organic traffic and keywork ranking

PPC

Google Ads such as CTR and CPC

podcasts

hosting platforms and looking at average listening duration and subscriber numbers

press release

PR platforms and look at impressions or backlinks

print materials

QR codes and look at response rate and ad recall

magazine ads

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

advertorials

social media analytics such as engagement rate and CTR

broadcast/outdoor

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

Very easy - via built in analytics/metrics

websites:

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

Email marketing

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

SEO:

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

PPC:

Can track ad impressions, clicks and conversion rates.

Podcasts:

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

Press release:

Hard- impressions, backlinks, referral traffic

Print:

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

Magazine:

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

Advertorial:

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

Broadcast/outdoor:

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

• Metrics: Reach, engagement, clicks, conversions

• Ease: Easy

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

Websites

• Metrics: Traffic, bounce rate, session duration, conversions

• Ease: Easy

• Means: Google Analytics, Hotjar, Tag Manager

Email Marketing

• Metrics: Open rate, CTR, bounce rate, conversions

• Ease: Easy

• Means: Mailchimp, HubSpot, campaign dashboards

SEO

• Metrics: Organic traffic, keyword rankings, backlinks, CTR

• Ease: Moderate

• Means: Google Search Console, SEMrush, Ahrefs

PPC (Pay-per-click)

• Metrics: Impressions, CPC, CTR, conversion rate

• Ease: Easy

• Means: Google Ads, Meta Ads Manager, analytics platforms

Podcasts

• Metrics: Plays, downloads, listener retention, subscriptions

• Ease: Moderate

• Means: Spotify for Podcasters, Apple Podcasts Connect, Buzzsprout

Press Release

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

• Ease: Hard

• Means: PR tracking tools, Google Alerts, media monitoring

Print

• Metrics: Circulation, estimated reach, response rate

• Ease: Hard

• Means: Publisher reports, unique codes, reader surveys

Magazines

• Metrics: Circulation, impressions, ad recall

• Ease: Hard

• Means: Publisher media kits, readership studies

Advertorials

• Metrics: Engagement, clicks (if digital), recall

• Ease: Moderate

• Means: Custom URLs, QR codes, surveys

Broadcast/Outdoor

• Metrics: Impressions, reach, recall

• Ease: Hard

• Means: Media agency reports, foot traffic data, surveys

Easy to measure

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

Easy to measure

SEO - Organic Traffic, Keyword Ranking, Backlinks

Easy to measure

PPC - CTR, CTC, ROAS, Conversion rates

Email marketing - Open Rates,CTR, Conversion Rates

Easy to measure

Podcasts - Monthly listeners, subscribers, Avg. listening session

Easy to measure

Press Release - Impressions, backlinks, referral traffic

Harder to measure

Print - Response Rate, Ad Recall

Harder to measure

Advertorials - CTR, Engagement Rate

Harder to measure

Broadcast/Outdoor - Recall, impressions

Harder to measure

Magazines - Brand Recall, Response Rate

Harder to measure

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

Ease of Measurement: Moderate to High

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

2. Websites

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

Ease of Measurement: High

Means of Measurement: Google Analytics, Hotjar, SEMrush

3. Email Marketing

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

Ease of Measurement: High

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

4. Search Engine Optimization (SEO)

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

Ease of Measurement: Moderate

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

5. Pay-Per-Click (PPC) Advertising

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

Ease of Measurement: High

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

6. Podcasts

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

Ease of Measurement: Moderate

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

7. Press Releases

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

Ease of Measurement: Moderate

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

8. Print Advertising

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

Ease of Measurement: Low to Moderate

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

9. Magazines

Metrics: Circulation, Readership, Ad Recall, Response Rate

Ease of Measurement: Low to Moderate

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

10. Advertorials

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

Ease of Measurement: Moderate

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

11. Broadcast / Outdoor Advertising

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

Ease of Measurement: Low to Moderate

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

• Age: 18–34

• Gender: Slightly more female

• Income: Middle to high

• Occupation: Students, creatives, marketers, entrepreneurs

Facebook

• Age: 25–54

• Gender: Even split

• Income: Middle

• Occupation: Broad mix, skewed towards professionals and parents

TikTok

• Age: 16–34

• Gender: Predominantly female

• Income: Low to middle

• Occupation: Students, young professionals, creators

Pinterest

• Age: 25–44

• Gender: Predominantly female

• Income: Middle to high

• Occupation: Designers, planners, creative industry

LinkedIn

• Age: 25–49

• Gender: Slightly more male

• Income: Middle to high

• Occupation: Professionals, B2B, execs, jobseekers

Threads

• Age: 18–34

• Gender: Even split (early data)

• Income: Middle

• Occupation: Universal, opinion leaders

X (formerly Twitter)

• Age: 18–44

• Gender: More male

• Income: Middle

• Occupation: Tech-savvy, journalists, opinion leaders

Snapchat

• Age: 13–29

• Gender: Slightly more female

• Income: Low to middle

• Occupation: Universal

• 
  

• YouTube

• Age: 18–49

• Gender: Even split

• Income: Broad spectrum

• Occupation: Universal – creators, learners, hobbyists

Reddit

• Age: 18–34

• Gender: Predominantly male

• Income: Middle

• Occupation: Students, gamers, developers

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

• Gender: Balanced distribution with a slight male majority.

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

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

Facebook

• Age: Strong presence among users aged 35 and above.

• Gender: Balanced gender distribution.

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

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

TikTok

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

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

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

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

Pinterest

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

• Gender: Predominantly female user base.

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

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

LinkedIn

• Age: Primarily used by professionals aged 25–54.

• Gender: Balanced gender distribution.

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

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

Threads

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

• Gender: Balanced gender distribution.

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

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

X

• Age: Strong presence among users aged 18–49.

• Gender: Balanced gender distribution.

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

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

  
  

  Snapchat

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

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

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

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

YouTube

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

• Gender: Balanced gender distribution.

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

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

Reddit

• Age: Strong presence among users aged 18–34.

• Gender: Predominantly male user base.

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

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

Facebook - Strongest among 30-49, 76% woman

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

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

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

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

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

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

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

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

Age- 16-40

Gender- more so female

Income- middle

Occupation- students, professionals

Facebook

Age-25-54

Gender-male and female

Income-middle

Occupation-wide range

TikTok

Age-majority 16-34

Gender- male and female

Income-lower middle- middle

Occupation- students, content creators

Pinterest

Age-18-34

Gender-mostly female

Income-higher income

Occupation- students, creative

LinkedIn

Age-25-34

Gender-male and female more so male

Income-middle to higher

Occupation-professionals

Threads

Age-18-34

Gender-male and female

Income-middle to upper

Occupation-students, professionals

Snapchat

Age-13-24

Gender-more female

Income-lower to middle

Occupation-students, young adults

YouTube

Age-18-49

Gender-both

Income-wide range

Occupation-wide range

Product Launch - would be posted about on Instagram, put in virtual newsletter and appear heavily on the website. Drive awareness and generate intere

st before the actual launch to keep customers engaged e.g. Coming Soon page on website with pictures of product and price information

• Objective: To generate excitement, drive awareness, and position the event as innovative within the open banking and fintech industry.

  
  

• Tone of the message: Upbeat, forward-thinking, and insight-led.

  
  

• Target audience: Fintech leaders, financial institutions, innovators, media, and potential event partners or sponsors.

  
  

• Channels used: LinkedIn, website, email newsletters/marketing, press releases.

  
  

• Process: Align internally on key messaging, prepare assets (graphics, copy, landing pages), brief partners/speakers on potential material to be published, then execute a multi-channel rollout with ongoing engagement tracking.

  
  

Customer Crisis Communication

• Objective: To quickly address issues, maintain transparency, and protect trust and organisation credibility.

  
  

• Tone of the message: Clear, calm, accountable, and solution-focused.

  
  

• Target audience: Registered delegates, partners, sponsors, and wider event community.

  
  

• Channels used: Direct email, LinkedIn for public updates if necessary, webpage announcements/pop-ups

  
  

• Process: Rapid internal alignment, head of content/marketing sign-off, key stakeholders/partners informed first, and comms then released as needed with ongoing monitoring and updates.

-Objective: create buzz, build awareness and educate about show mission & features.

-Tone: Excited, bubbly, informative

-Channel: Social media, website, blog, email, newsletter

Customer Crisis Coms:

-Objective: resolve issue and satisfy customer, ensure retention.

-Tone: apologetic, concerned, generous

-Email, social media, review reply?

obj - to reach a mass audience and gain as many ticket registrations

tone of message - professional but light, short and skimmable with images and coloured

TA - anyone from any age to any gender job title etc. who want to start or grow their business

channels - email, social media, newsletter, seo, web, print, magazine ad, influencer

customer crisis

obj - to resolve the issue as quickly and efficiently as possible to avoid further

tone - empathetic

TA -

channels - email, social media,

website

seo

podcast

email

pr

print

ppc

magazine

advertorial

most: broadcast/outdoor

podcast

social media

website

SEO

print

PR

magazine

broadcast

PPC

advertorial

Website

PPC

Advertorial

Email Marketing

Broadcast/outdoor

magazine ad

podcast

print

Social Media

PR

SEO

Least

Email Marketing

Press Release

SEO

Website

Print

Podcast

PPC

Magazine

MOST: Broadcast/Outdoor

(Sorry if this is wrong, I barely passed my Maths GCSE)

112.5%

221.4%

Introduction - 1st event is this year

Open Banking Expo Canada:

Growth - not as established as our UK events but is increasing in popularity/scale the more they take place in CA.

Open Banking Expo UK:

Maturity/Decline - OBE is known mostly for our UK event and is usually our most successful but has started to decline since the introduction of new event regions (we introduced a version/secondary event called Open Banking Expo Awards based in the UK which aims to drive attendees back to the UK event in order to attend the awards show).

TBS MIAMI - growth

TBS LAS VEGAS - intro

B2B Marketing US - decline

Growth: The Business Show Singapore

Maturity: The Business Show UK

Decline: Retrain Expo UK

Growth - timber cladding, becoming increasingly competitive market but our sales are very high

Maturity - Gates, big market, more stable sales figures

Decline - smaller garden accessories, traditional fence panels

1. cadbury's gorilla advert

humorous and unexpected and reached a large audience because of this impact

2. british airways "look up"

emotional connection (photo attached)

3. Innocent’s “Big Knit”

kept people engaged as was a fun interactive idea

unsuccessful

1. Porsche vs. Nissan “How to Beat the Germans”

porsche had an issue with using their logo without consent

2. “Missing Animals” Campaign by WeRoad

caused public confusion rather than enagament

3. boston mooninite panic

the glowing devices got mistook for bombs and police were called

Betfair 2010

nissan 2010

Adidas 2019

Successful:

Carlesburg 2015

NowTV 2018

Pringles 2019

UNICEF dirty water vending machines:

https://brogan.com/blog/guerrilla-marketing-example-2-unicef-dirty-water-campaign/

Controversial but got the intended message across

LIDL billboard hijack: https://www.famouscampaigns.com/2018/12/lidl-hijacks-billboards-of-retail-rivals/

Light-hearted but still eye catching, humorous

Innocent smoothies 'big knit': https://www.prima.co.uk/craft/knitting-patterns/a62605340/innocent-big-knit-age-uk/

Wholesome, non-controversial and aids a charity people resonate with

Unsuccessful:

Burger King woman's day tweet

https://eu.usatoday.com/story/money/2021/03/08/burger-king-uk-under-fire-women-belong-kitchen-tweet/4627505001/

Misinterpreted as a sexist tweet

Bumble anti-celibacy campaign

https://www.inc.com/nick-hobson/in-4-words-bumble-showed-right-way-to-fix-a-major-marketing-fail.html

Shamed women who chose to not use dating apps in a casual sense

Greggs Jesus roll

https://www.bbc.co.uk/news/newsbeat-41997936

Religiously insensitive