Application
This unit describes the performance outcomes, skills and knowledge required to research, plan, implement and evaluate digital marketing activities.
This unit applies to individuals working in a diverse range of sectors and business contexts. They operate independently, under limited supervision from others, and are responsible for making a range of operational decisions.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENTS | PERFORMANCECRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Determine digital marketing requirements. | 1.1. Determine organisational objectives and priorities for digital marketing activity. 1.2. Confirm available budget for digital marketing activity. 1.3. Review information on current and past digital marketing activities and their effectiveness. 1.4. Segment the online market and define target market. 1.5. Research target market and identify suitable digital marketing activities. 1.6. Identify internal and external factors impacting digital marketing activities. 1.7. Research trends and best practice in digital marketing, tools and software available. |
2. Develop digital marketing plan. | 2.1. Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities. 2.2. Determine digital marketing activities to drive targeted traffic to site and generate sales. 2.3. Document a digital marketing action plan that details key activities, resources and timeframes. 2.4. Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities. 2.5. Integrate legal and ethical requirements and considerations into planning. 2.6. Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget. 2.7. Seek required approval for digital marketing plan. |
3. Monitor digital marketing activity. | 3.1. Communicate digital marketing plan, responsibilities and expectations to relevant personnel. 3.2. Oversee digital marketing activity and respond to issues as they arise. 3.3. Monitor digital marketing content and ensure alignment with digital marketing plans and objectives. 3.4. Track customer traffic and conversion rates to identify trends in customer and digital marketing activity. |
4. Review digital marketing activities. | 4.1. Review trends in customer traffic and conversion rates to determine impact of digital marketing activities. 4.2. Calculate return on investment for any paid digital marketing activities. 4.3. Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes. 4.4. Make recommendations for improvements in digital marketing based on review. |
Evidence of Performance
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
determine the digital marketing requirements of one organisation and develop a digital marketing plan, to be executed over one sales or promotional period, detailing:
digital marketing channels
priorities
key activities
responsibilities
performance indicators
tracking
timelines
budgets
review digital marketing activity across one sales or promotional period to:
determine effectiveness of activities
make recommendations for improvements.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
key legal and ethical requirements and considerations as relevant to digital marketing:
Australian Consumer Law
copyright
privacy
codes of practice
current digital marketing trends and technologies
customer behaviours and psychology as related to digital marketing
traditional and non-traditional digital marketing types and channels:
search engine optimisation
search engine marketing
online advertising
video
blogging
social media
affiliate marketing
impressions
remarketing
the above list of marketing types and channels and their:
benefits
limitations
application and use
internal and external operating factors impacting digital marketing
techniques for market segmentation and its application to digital marketing
techniques and tools for achieving the following through digital marketing activities:
increased customer traffic
increased engagement:
existing customers
new customers
disengaged customers
sales generation
consistency in content
consistency with marketing strategy
digital marketing planning techniques and formats, and key features of a digital marketing plan
performance indicators for measuring impact of digital marketing activities
tools and methods for tracking digital marketing activity.
Assessment Conditions
Skills must be demonstrated in a service industries environment. This can be:
an industry workplace
a simulated industry environment.
Assessment must ensure access to:
current information on digital marketing types and channels
digital marketing monitoring tools.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.
Foundation Skills
Foundation skills essential to performance are explicit in the performance criteria of this unit of competency.
Sectors
Cross-Sector
Competency Field
Marketing