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Elements and Performance Criteria

1. Research market information.
   • Conduct research using appropriate sources to gather background market information and to determine customer preferences.
   • Identify emerging trends in digital marketing and how they can be utilised by the organisation.
   • Report research findings in accordance with organisational policies and procedures.
2. Undertake digital marketing activities.
   • Source and review organisational digital marketing plan and relevant procedures.
   • Implement digital marketing plan and key digital marketing activities.
   • Ensure digital marketing activities comply with organisational policies and procedures and legal and ethical practices for digital marketing.
   • Use online tools to enhance outcomes of digital marketing activities
   • Monitor digital marketing activities, and recommend amendments to digital marketing plan to relevant personnel.
3. Review digital marketing activities.
   • Measure and record outcomes of digital marketing activities.
   • Review digital marketing activities against expected outcomes.
   • Prepare report of digital marketing outcomes and communicate to relevant personnel.

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

use the following market testing tools to determine and report on the preferences of a target customer:

the trial of products and services online

A/B testing or multi variate

implement a digital marketing plan by:

creating search engine optimisation

creating cost effective targeted advertising

creating cost effective display advertisements that generate sales

preparing and distributing marketing emails

amending website to influence customer engagement and maximise sales

monitor and review outcomes of digital marketing activities across for one month and report on results.

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Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

organisational policies and procedures for digital marketing

key aspects of legal and ethical practices related to digital marketing:

responsible marketing practices

duty of care

rules and regulations and terms of use of specific digital marketing tools:

privacy

spamming

copyright

digital marketing:

industry trends

customer responses

types

reach and impacts

copy and design elements that communicate desired image, features and benefits of products or services, and suit characteristics of chosen media

strategies for:

search engine optimisation

targeted digital advertising

email marketing

digital marketing tools and their application in digital marketing activities:

generate customer loyalty

track path to purchase

optimise search engine results

influence customer engagement.

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