Elements and Performance Criteria
- Prepare electronic marketing strategy or plan
- In consultation with relevant personnel, determine electronic marketing (e-marketing) purpose and objectives reflecting organisation’s strategy, direction and values
- Develop an e-marketing strategy or plan that addresses aims and targets of organisation’s existing business or marketing plan, and is consistent with organisational and budgetary requirements
- Develop a value proposition for e-marketing strategy or plan
- Identify, cost and detail e-marketing tools for the organisation and its products and services in the e-marketing strategy or plan
- Identify and incorporate e-marketing approaches, tools and strategies to reach target market and achieve objectives
- Ensure e-marketing strategy or plan includes an action plan, schedule and budget estimates for developing and implementing e-marketing strategies
- Ensure e-marketing strategy or plan includes effectiveness measures and meets legal and ethical requirements
- Prepare and evaluate website marketing strategy
- Evaluate website marketing objectives to ensure they are consistent with e-marketing strategy or plan, and modify if required
- Establish strategies for evaluation of website as a marketing tool
- Evaluate website design according to e-marketing strategy, to ensure the design projects required image of the organisation, and conveys features and benefits of products or services; recommend modifications if required
- Evaluate website data recording, contacts and feedback mechanisms as part of website evaluation
- Develop website marketing strategy in accordance with, and for inclusion in, e-marketing strategy or plan
- Integrate website marketing strategy into overall e-marketing strategy
- Evaluate effectiveness of website marketing strategy