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