Unit 13: Using Digital Channels, Platforms and Social Networks to Deliver Marketing Communications (Advertising)
Unit code: A/504/3089
QCF level: 4
Credit value: 7
Guided learning hours: 40
The aim of this unit is for learners to explore the requirements of online marketing communications, examining the role of objectives, budgets and response rates in the planning process.
Competency unit assessment guidance
This unit should be assessed predominantly in the workplace. Please see Annexe E. Observation, witness testimony, questioning, professional discussion, written and product evidence are all sources of evidence which can be used.
- The increasing prevalence of digital media channels presents both opportunities and challenges for marketing communications professionals. The new generation of ‘digital natives’, young people who are accustomed to using electronic media to communicate are both receptive to messages through this media and discriminating in their decisions about which platforms to use. The fragmented nature of these channels is ‘both blessing and curse’ for the marketer, simultaneously offering precision in targeting tailored messages to specific groups at relatively low cost, combined with accurate measurability.
- Conversely, these messages can easily be subverted, for example a popular supermarket chain asked customers for their opinions on Twitter recently and unexpectedly started a popular joke. Such failures are highly visible to a global audience.
- In this unit learners will explore a wide range of issues relating to the selection and adoption of digital platforms in the context of an integrated marketing communications campaign. They will critically analyse the benefits and limitations of different digital communication tools, exploring their contribution to different marketing objectives and how these strands can be integrated into a coherent campaign. Learners will examine how these communication techniques can add value to an offering and examine different techniques for testing proposed communication strategies, using varied techniques to measure the efficacy of ideas.
- Different target markets require different approaches and learners will explore the appropriateness of specific communication tools for different target markets, reflecting on the suitability of different approaches.
- Learners will also need to demonstrate competence in the creation of marketing communications messages which have been appropriately designed for different target groups. Consideration will need to be given to dealing with negative responses by the public and how to make an appropriate response on behalf of clients.
- Learners will prepare plans for the monitoring of communication campaigns, recording, coding and analysing data to report on the success of the campaigns which they should be able to deliver across multiple platforms, on time and on budget.
Learning outcomes and assessment criteria
In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria determine the standard required to achieve the unit.
On completion of this unit a learner should:
1 Understand requirements for delivering marketing communications (advertising)
1.1 Confirm the objectives, budget, creative strategy and response rate for online engagement activity
2 Understand key issues relating to using digital channels, platforms and social networks for target audiences to deliver marketing communications (advertising)
2.1 Analyse benefits, limitations and differences between online engagement and email marketing communications (advertising)
2.2 Explain how online engagement and email marketing communications work together
2.3 Analyse the implications of differences between programmes aimed at retention, acquisition and conversion when identifying suitable marketing communications channels and platforms
2.4 Review factors for consideration when balancing added value with the potential for exploiting customer relationships
2.5 Evaluate methods for testing and gauging the likely impact of digital and electronic channels and platforms programmes
3 Be able to select digital channels, platforms and social networks for target audiences
3.1 Identify how to access specific target audience groups
3.2 Assess the benefits and risks of electronic tools and platforms
3.3 Identify electronic tools and platforms suitable for communicating with a target audience
4 Be able to set up digital channels, platforms and social networks for target audiences to deliver marketing communications (advertising) 4.1 Create marketing communications (advertising) messages which:
● make appropriate use of selected channels and platforms
● build audience engagement
● convey propositions clearly
4.2 Confirm that the content of messages is:
● generates interest in products and services
4.3 Confirm that clear links:
● allow recipients to access further appropriate information
● take appropriate action
4.4 Develop and implement responses to negative messages and comments relating to campaigns and associated products and services
4.5 Confirm that content complies with data protection and privacy legislation
4.6 Confirm that activity is:
● in line with creative strategy
● integrates with other associated marketing communications activities
4.7 Include response devices with coding to identify the source of responses
4.8 Create data collection and reporting systems to fulfil agreed monitoring and quality assurance requirements
4.9 Liaise with system specialists and marketing communications colleagues as required
5 Be able to implement the use of digital channels, platforms and social networks for target audiences to deliver marketing communications (advertising)
5.1 Deliver a marketing campaign within agreed timescales and budget
5.2 Use digital channels and platforms to amplify reach and facilitate growth of social and online content
5.3 Manage and measure undelivered messages amending related records accordingly