Develop and apply

knowledge of marketing
communication industry 2020
BSBMKG418
V2020.1

Learner Workbook

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BSBMKG418 Develop and apply knowledge of marketing communication
industry
This unit describes the skills and knowledge required to research, analyse and apply
knowledge within the marketing communication industry with due consideration to legal
and ethical constraints and the digital communication convergent environment.

Elements and Performance Criteria

PERFORMANCE CRITERIA
ELEMENT
Performance criteria describe the performance needed to
Elements describe the
demonstrate achievement of the element.
essential outcomes.
1. Develop knowledge of 1.1 Identify and access sources of information on the marketing
the marketing communication industry
communications industry 1.2 Seek information on the structure and operation of the
marketing communication industry
1.3 Obtain information on marketing communication industry
sectors, associations, networks and societal role
1.4 Identify and access information on key stakeholders
1.5 Apply industry information appropriately in everyday activities
related to typical work roles
2.1 Obtain information regarding employment obligations and
2. Identify industry
opportunities relevant to the marketing communication industry
employment obligations
2.2 Apply information on employment opportunities and
and opportunities
obligations in everyday activities related to typical work roles
3.1 Research developments for marketing communication within
3. Identify future trends
digital communications technology
within the marketing
3.2 Scope the relative impact of new and alternative technologies
communications industry
on the industry
3.3 Apply information on future trends in everyday activities related
to typical work roles
4.1 Conduct formal and informal research to update general
4. Update industry
knowledge of the industry continuously
knowledge
4.2 Monitor current issues of concern to the industry
4.3 Share updated knowledge with client and colleagues
4.4 Incorporate updated knowledge into everyday activities related
to typical work roles

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Table of Contents
BSBMKG418 Develop and apply knowledge of marketing communication industry ............... 2

Elements and Performance Criteria........................................................................................... 2

Chapter 1 – Develop knowledge of the marketing communications industry.......................... 5

1.1 Identify and access sources of information on the marketing communication

industry................................................................................................................................... 5
What is marketing?............................................................................................................. 5
Principles of marketing ....................................................................................................... 6
Marketing mix – 4Ps ........................................................................................................... 7
Marketing Mix 7P’s ........................................................................................................... 11
Marketing Mix 4C’s ........................................................................................................... 13
1.2 Seek information on the structure and operation of the marketing communication
industry................................................................................................................................. 14
Chapter 2 – Develop knowledge of the marketing communications industry........................ 23

1.3 Obtain information on marketing communication industry sectors, associations,

networks and societal role ................................................................................................... 23
Marketing industry ........................................................................................................... 23
The societal role of marketing communication................................................................ 26
Corporate Social Responsibility: It's All About Marketing ....................................................... 26

1.4 Identify and access information on key stakeholders .............................................. 28

Stakeholder Map .............................................................................................................. 29
1.5 Apply industry information appropriately in everyday activities related to typical work
roles 30
Chapter 3 – Identify industry employment obligations and opportunities............................. 32

2.1 Obtain information regarding employment obligations and opportunities relevant to

the marketing communication industry .............................................................................. 32
Chapter 4 – Identify industry employment obligations and opportunities............................. 46

2.2 Apply information on employment opportunities and obligations in everyday activities

related to typical work roles ................................................................................................ 46
Chapter 5 – Identify future trends within the marketing communications industry .............. 60

3.1 Research developments for marketing communication within digital communications

technology ............................................................................................................................ 60
3.2 Scope the relative impact of new and alternative technologies on the industry.......... 60
Chapter 6 – Identify future trends within the marketing communications industry .............. 67

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 3.3 Apply information on future trends in everyday activities related to typical work roles
67
Chapter 7 – Update industry knowledge ................................................................................. 71

4.1 Conduct formal and informal research to update general knowledge of the industry
continuously ......................................................................................................................... 71
4.2 Monitor current issues of concern to the industry ........................................................ 71
Chapter 8 – Update industry knowledge ................................................................................. 73

4.3 Share updated knowledge with client and colleagues .................................................. 73

4.4 Incorporate updated knowledge into everyday activities related to typical work roles
73
Appendix 1: Content marketing in Australia ........................................................................... 78

Summary .................................................................................................................................. 82

References ............................................................................................................................... 83

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Chapter 1 – Develop knowledge of the
marketing communications industry
Element of competency:

1.1 Identify and access sources of information on the marketing communication industry
1.2 Seek information on the structure and operation of the marketing communication
industry

1.1 Identify and access sources of information on the marketing

communication industry

What is marketing?
Marketing, more than any other business function, deals with customers. Although we will
soon explore more-detailed definitions of marketing, perhaps the simplest definition is this
one: Marketing is managing profitable customer relationships. The twofold goal of
marketing is to attract new customers by promising superior value and keep and grow
current customers by delivering satisfaction.

There are many more definitions of marketing.

The American Marketing Association describe that Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners and society at large.

Philip Kotler and Keller says in Marketing Management that Marketing is a societal process
by which individuals and groups obtain what they need and want through rerating, offering
and freely exchanging products and services of value with others.

The bestselling marketing author David Meerman Scott describes that marketing is
understanding your buyers really, really well. Then marketing is creating valuable products,
services, and information especially for them to help solve their problems.

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Principles of marketing
Designing a Customer-Driven Marketing Strategy

Once if fully understands consumers and the marketplace, marketing management can
design a customer-driven marketing strategy. We define marketing management as the art
and science of choosing target markets and building profitable relationships with them. The
marketing manager’s aim is to find, attract, deep, and grow target customers by creating,
delivering, and communicating superior customer value.

To design a winning marketing strategy, the marketing manager must answer two
important questions:

• What customers will we serve (what’s our target market)? and

• How can we serve these customers best (what’s our value proposition)?

Marketing strategy

Effective marketing starts with a considered, well-informed marketing strategy. A good

marketing strategy helps you define your vision, mission and business goals, and outlines
the steps you need to take to achieve these goals.

Your marketing strategy affects the way you run your entire business, so it should be
planned and developed in consultation with your team. It is a wide-reaching and
comprehensive strategic planning tool that:

• describes your business and its products and services

• explains the position and role of your products and services in the market
• profiles your customers and your competition
• identifies the marketing tactics you will use
• allows you to build a marketing plan and measure its effectiveness.

A marketing strategy sets the overall direction and goals for your marketing, and is
therefore different from a marketing plan, which outlines the specific actions you will take
to implement your marketing strategy. Your marketing strategy could be developed for the
next few years, while your marketing plan usually describes tactics to be achieved in the
current year.

The marketing mix

One of the key principles of marketing is that of the marketing mix. The marketing mix
refers to the set of actions, or tactics, that an organisation uses to strategically promote its
brand or product/service in the market.

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Marketing mix – 4Ps

A marketing expert named E. Jerome McCarthy created the Marketing 4Ps in the 1960s. This
classification has been used throughout the world. Business schools teach this concept in
basic marketing classes.

The marketing 4Ps are in organisational framework that helps define marketing options in
terms of product, place, price and promotion. As marketers, you would look at each of these
4 components to satisfy customer needs and compete against other organisations for
customers.

Marketing Mix – Product

A product is an item that is built or produced to satisfy the needs of a certain group of
people. The product can be intangible or tangible as it can be in the form of services or
goods.

You must ensure to have the right type of product that is in demand for your market. So
during the product development phase, the marketer must do an extensive research on the
life cycle of the product that they are creating.

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A product has a certain life cycle that includes the growth phase, the maturity phase, and
the sales decline phase. It is important for marketers to reinvent their products to stimulate
more demand once it reaches the sales decline phase.

Marketers must also create the right product mix. It may be wise to expand your current
product mix by diversifying and increasing the depth of your product line.

All in all, marketers must ask themselves the question “what can I do to offer a better
product to this group of people than my competitors”.

In developing the right product, you have to answer the following questions:

• What does the client want from the service or product?

• How will the customer use it?
• Where will the client use it?
• What features must the product have to meet the client’s needs?
• Are there any necessary features that you missed out?
• Are you creating features that are not needed by the client?
• What’s the name of the product?
• Does it have a catchy name?
• What are the sizes or colors available?
• How is the product different from the products of your competitors?
• What does the product look like?

Marketing Mix – Price

The price of the product is basically the amount that a customer pays for to enjoy it. Price is
a very important component of the marketing mix definition.

It is also a very important component of a marketing plan as it determines your firm’s profit
and survival. Adjusting the price of the product has a big impact on the entire marketing
strategy as well as greatly affecting the sales and demand of the product.

This is inherently a touchy area though. If a company is new to the market and has not made
a name for themselves yet, it is unlikely that your target market will be willing to pay a high
price.

Although they may be willing in the future to hand over large sums of money, it is inevitably
harder to get them to do so during the birth of a business.

Pricing always help shape the perception of your product in consumers eyes. Always
remember that a low price usually means an inferior good in the consumers eyes as they
compare your good to a competitor.

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Consequently, prices too high will make the costs outweigh the benefits in customers eyes,
and they will therefore value their money over your product. Be sure to examine
competitors pricing and price accordingly.

When setting the product price, marketers should consider the perceived value that the
product offers. There are three major pricing strategies, and these are:

• Market penetration pricing

• Market skimming pricing
• Neutral pricing

Here are some of the important questions that you should ask yourself when you are setting
the product price:

• How much did it cost you to produce the product?

• What is the customers’ perceived product value?
• Do you think that the slight price decrease could significantly increase your market
share?
• Can the current price of the product keep up with the price of the product’s
competitors?

Marketing Mix – Place

Placement or distribution is a very important part of the product mix definition. You have to
position and distribute the product in a place that is accessible to potential buyers.

This comes with a deep understanding of your target market. Understand them inside out
and you will discover the most efficient positioning and distribution channels that directly
speak with your market.

There are many distribution strategies, including:

• Intensive distribution
• Exclusive distribution
• Selective distribution
• Franchising

Here are some of the questions that you should answer in developing your distribution
strategy:

• Where do your clients look for your service or product?

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 • What kind of stores do potential clients go to? Do they shop in a mall, in a regular
brick and mortar store, in the supermarket, or online?
• How do you access the different distribution channels?
• How is your distribution strategy different from your competitors?
• Do you need a strong sales force?
• Do you need to attend trade fairs?
• Do you need to sell in an online store?

Marketing Mix – Promotion

Promotion is a very important component of marketing as it can boost brand recognition

and sales. Promotion is comprised of various elements like:

• Sales Organization
• Public Relations
• Advertising
• Sales Promotion

Advertising typically covers communication methods that are paid for like television
advertisements, radio commercials, print media, and internet advertisements. In
contemporary times, there seems to be a shift in focus offline to the online world.

Public relations, on the other hand, are communications that are typically not paid for. This
includes press releases, exhibitions, sponsorship deals, seminars, conferences, and events.

Word of mouth is also a type of product promotion. Word of mouth is an informal

communication about the benefits of the product by satisfied customers and ordinary
individuals. The sales staff plays a very important role in public relations and word of mouth.

It is important to not take this literally. Word of mouth can also circulate on the internet.
Harnessed effectively and it has the potential to be one of the most valuable assets you
have in boosting your profits online. An extremely good example of this is online social
media and managing a firm’s online social media presence.

In creating an effective product promotion strategy, you need to answer the following
questions:

• How can you send marketing messages to your potential buyers?

• When is the best time to promote your product?
• Will you reach your potential audience and buyers through television ads?
• Is it best to use the social media in promoting the product?
• What is the promotion strategy of your competitors?

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Your combination of promotional strategies and how you go about promotion will depend
on your budget, the message you want to communicate, and the target market you have
defined already in previous steps.

Marketing Mix 7P’s

The 7Ps model is a marketing model that modifies the 4Ps model. The 7Ps is generally used
in the service industries.

Here is the expansion from the 4Ps to the 7Ps marketing model:

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Marketing Mix – People
Of both target market and people directly related to the business.

Thorough research is important to discover whether there are enough people in your target
market that is in demand for certain types of products and services.

The company’s employees are important in marketing because they are the ones who
deliver the service. It is important to hire and train the right people to deliver superior
service to the clients, whether they run a support desk, customer service, copywriters,
programmers…etc.

When a business finds people who genuinely believe in the products or services that the
particular business creates, it’s is highly likely that the employees will perform the best they
can.

Additionally, they’ll be more open to honest feedback about the business and input their
own thoughts and passions which can scale and grow the business.

This is a secret, “internal” competitive advantage a business can have over other
competitors which can inherently affect a business’s position in the marketplace.

Marketing Mix – Process

The systems and processes of the organization affect the execution of the service.
Therefore, you have to make sure that you have a well-tailored process in place to minimize
costs. It could be your entire sales funnel, a pay system, distribution system and other
systematic procedures and steps to ensure a working business that is running effectively.
Tweaking and enhancements can come later to “tighten up” a business to minimize costs
and maximise profits.

Marketing Mix – Physical Evidence

In the service industries, there should be physical evidence that the service was delivered.
Additionally, physical evidence pertains also to how a business and it’s products are
perceived in the marketplace. It is the physical evidence of a business’ presence and
establishment. A concept of this is branding. For example, when you think of “fast food”,
you think of McDonalds. When you think of sports, the names Nike and Adidas come to
mind. You immediately know exactly what their presence is in the marketplace, as they are
generally market leaders and have established a physical evidence as well as psychological
evidence in their marketing. They have manipulated their consumer perception so well to
the point where their brands appear first in line when an individual is asked to broadly
“name a brand” in their niche or industry.

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Marketing Mix 4C’s

The 4Cs marketing model was developed by Robert F. Lauterborn in 1990. It is a

modification of the 4Ps model. It is not a basic part of the marketing mix definition, but
rather an extension. Here are the components of this marketing model:

• Cost – According to Lauterborn, price is not the only cost incurred when purchasing a
product. Cost of conscience or opportunity cost is also part of the cost of product
ownership.
• Consumer Wants and Needs – A company should only sell a product that addresses
consumer demand. So, marketers and business researchers should carefully study
the consumer wants and needs.
• Communication – According to Lauterborn, “promotion” is manipulative while
communication is “cooperative”. Marketers should aim to create an open dialogue
with potential clients based on their needs and wants.
• Convenience – The product should be readily available to the consumers. Marketers
should strategically place the products in several visible distribution points.

Whether you are using the 4Ps, the 7Ps, or the 4Cs, your marketing mix plan plays a vital
role. It is important to devise a plan that balances profit, client satisfaction, brand
recognition, and product availability. It is also extremely important to consider the overall
“how” aspect that will ultimately determine your success or failure.

By understanding the basic concept of the marketing mix and its extensions, you will be sure
to achieve financial success whether it is your own business or whether you are assisting in
your workplace’s business success.

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The ultimate goal of business is to make profits and this is a surefire, proven way to achieve
this goal.

Marketing communication industry

Information sources

There are many sources you can update current marketing communication industry. Here is
a list of some sources

• Industry associations and marketing bodies in Australia

• Professional development workshops
• Marketing bloggers in Australia
• Marketing publications

We will discuss the detail of these sources in the following chapter.

1.2 Seek information on the structure and operation of the marketing

communication industry

Marketing department structures

The simple/ traditional marketing department

The following is the simple/ traditional marketing department structure.

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Future marketing department

2020 is not the future; the future is now. Every day, the look and feel and function of
marketing is transforming radically. Marketing organisations that aren’t restructuring to
meet the demands of 2020 will be left by the wayside.

Restructured organisation must look like the following.

This structure is drawn by a result from the project called Marketing 2020. The Association
of National Advertisers, together with the World Federation of Advertisers and
EffectiveBrands, a global marketing strategy consulting firm has been conducting an ongoing
global study including a quantitative and qualitative survey of senior marketing leaders over
the past several months that is unprecedented in size and scope.

And according to the project, called Marketing2020, the winning companies will have highly
integrated organizations—that is, hub-and-spoke structures whereby the CMO is in the
middle, with roles akin to product manager, marketing strategies manager, advertising
director, PR manager, market-research director and promotion director creating the spokes
and rim of the wheel. Silos are finally nonexistent; the integration and interconnectedness
of this new model enables full coordination of all constituents.

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Marketing communication operation
Methods to carry out communications have changed rapidly over last 10 years. There are
more digital technologies available to carry out communications.

Recruitment company Hays has put together the list of the top 10 talent trends for 2015.
The company concludes that demand for specialised skills in digital marketing will continue
to increase in 2015 as more companies optimise their websites for mobile and IT and
marketing departments work more closely together.
Hays Australia and New Zealand managing director Nick Deligiannis says:
“Digital marketing will also be a big area of jobs growth. As the technology and marketing
worlds integrate, mobile optimisation will continue to be a significant priority for
businesses. Mobile strategies will move beyond simply having a responsive site or mobile
app, and focus on mobile-optimised content and social media marketing as well, which will
fuel jobs growth for suitably qualified and experienced candidates.”

Required skills and knowledge for a marketing specialist are also changing rapidly. The
following is an example of required skills for a digital marketing specialist.
• Updating the company website
• Looking after social media channels including Facebook, Twitter, Instagram and
LinkedIn
• Website optimisation - SEO and SEM
• Assisting with content for newsletters and blogs
• Maintain third party sites for digital marketing campaigns
• ROI reporting and analytics
• Assisting with Google AdWords and Google Analytics

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Marketing terminology

New marketing terminologies are shown in the table below.

integrated mobile search engine

digital marketing
marketing marketing marketing (SEM)

search engine in-product

consumer
optimisation marketing murketing
behaviour
(SEO) /communication

viral marketing telemarketing

Marketing function

Here is an example of marketing operation at general bank.

Marketing’s key responsibilities can vary greatly by bank. They are usually based on a variety
of factors, including:
• Your bank’s approach to marketing
• How your execs view the role of marketing at your bank and their priorities for
marketing
• Your marketing staffing budget
• The skills of the bank’s current marketing staff and the skills that exist in other
areas of the bank
• Office politics
• The size of your bank: the smaller your bank is, the fewer of these functions you
can take on.
There is no right or wrong answer and your functions will change over time. As your bank
grows, marketing often takes on more functions—either in-house or by outsourcing some of
them. Let’s look at typical functions within a bank marketing department:

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Marketing planning Branding Advertising & Direct Marketing
& Strategy Promotion

Online Product & Services Sales and/or Sales MCIF/

Communications and Delivery Support Segmentation/ Lead
Channels Generation

Bank and Market Public Relations Internal Marketing Customer

Research Experience/ Service

Common Bank Marketing Functions

 Marketing Planning and Strategy

You should start with a good basic marketing plan, which identifies how marketing will
support the bank’s business goals and provides an overview of significant marketing
initiatives for the year. It’s important to set goals and measure your progress against them.
You will also want to develop more specific plans for your major projects and prepare an
annual major projects calendar. Your plan should be accompanied by a detailed budget.
We’ll talk about the elements of a good marketing plan in a separate blog post.
 Branding
It’s important to define your bank’s brand and brand personality in order to build your
identity and use your marketing and communications to reinforce it at every opportunity.
Your brand is built and reinforced by everything you do in marketing, but also by everything
your management and employees do. It encompasses your bank’s philosophies and values,
your top exec’s management style, the look and feel of your facilities, your products, your
customer service, your advertising and community outreach, your reputation, the events
you do…you get the idea. Just about everything affects your brand. Marketing should be
overseeing and protecting the bank’s brand.

 Advertising
Advertising is the most visible element of your marketing program. Many banks do
traditional advertising (print, radio, TV, outdoor)—both image and product advertising—and
more are venturing into online advertising. It is likely that you will have at least some
responsibility for advertising compliance, and you probably have responsibility for
advertising compliance record keeping. Most banks have a compliance person who reviews
and approves all of your public materials.

 Promotions
Promotions are usually product-focused campaigns and may or may not include advertising
support. Some promotions are only conducted within the bank or are targeted to very
specific groups through direct marketing. They usually entail special offers for a limited
period of time and an employee sales component. Also included in this category: branch and

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drive-up merchandising such as digital boards, posters, counter cards, banners, brochures,
handouts, displays, promotional giveaways and more. In most banks, marketing manages
product promotions, but may or may not manage sales campaigns.

 Direct Marketing
In banking, this usually means direct mail pieces and marketing emails, but it can also
include targeted telemarketing campaigns, or a combination of the three. A few banks are
doing targeted text messaging. As more banks can send targeted messages and offers within
online and mobile banking, new direct marketing opportunities will begin to open up for
marketers.

 Online Communications
Online communications is the fastest-growing function within many marketing departments.
While some small banks are still treating their websites like static brochures, more banks are
using their websites as a way to become a real resource for customers. Online encompasses
several areas, but you may not be involved in all of them, yet.

Area 1 Area 2 Area 3 Area 4

•Bank Website •SEO: Search •Online •Social Media

Marketing Engine Advertising, or Communicatons
Optimisation Codes, Mobile
SMS campaigns

Online Marketing Functions

• Website (bank and product information, financial resources and content, online
applications, product recommendations, online offers, personal financial
management, etc.)
• Search engine optimization (SEO/helping your bank be found in online search)
• Online advertising (banner ads, pay-per-click, QR codes, mobile SMS text
messages and advertising within social media)
• Social media communications (Facebook, Twitter, LinkedIn, Pinterest, YouTube,
etc.)
 Product and Services
Marketing should be involved in the development and introduction. In some banks, you will
actually manage the new product process, but at the very least you should be a part of the
product development team. Less often marketing will be involved in the ongoing
management of your bank’s products and services. Areas where marketing can make
significant contributions:
• Product research and analysis including competitive analysis and assessing your
customers’ needs

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 • New product development (monitoring trends, conducting surveys, managing new
product intros, producing product materials, conducting new product training,
tracking new product performance, etc.)
• Product promotions to build awareness and cross sell new products
 Delivery Channels
We used to think of ATMs, phone banking and online banking as banking services, but they
are now considered to be banking channels since they are simply another way for customers
to access their accounts and manage their money. Other channels include branches, mobile
banking, remote deposit capture, digital wallets, etc. It is just as important for marketing to
be involved in the design and promotion of your bank’s delivery channels as your products
and services. Your role may be as a task force member or you may be responsible for
channel development, but often ongoing product management is handled by other areas of
the bank (or not at all).
 Sales and/or Sales Support
Often in smaller community banks, marketing doesn’t manage sales for the bank, but most
marketing departments are involved in supporting sales efforts. Sales support includes
product brochures and sales materials (paper and electronic), employee sales contest and
incentives, product campaigns and promotions, sales prospect lists, promotional giveaways
for calling officers, online product info, product and sales training, new customer on
boarding programs, as well as product-focused direct mail, email and
advertising/campaigns.
 MCIF/Customer Segmentation and Lead Generation
An MCIF (marketing customer information file) system is used to pull all of a customer’s
accounts and services into one file in order to get a complete picture of the customer/family
relationship. This helps employees better understand the customer’s value to the bank and
find opportunities to suggest additional products. At a more macro level, an MCIF helps the
bank evaluate customer and product profitability. It can be used to develop many types of
lists for direct marketing and cross selling efforts.

If your bank has an MCIF (or a Customer Relationship Management/CRM system), it’s
probably managed by marketing. In some banks, the data side is managed by accounting or
IT and the system is used by marketing. Smaller banks often have to make do with custom
core system reports to segment customers and develop lists.
 Bank and Market Research
If your bank conducts research, it is probably a responsibility of marketing. Common bank
customer satisfaction research includes shopper surveys, comment cards, phone interviews,
how are we doing surveys, online forums, etc. You may also conduct research to assess
hours changes, policy changes, product enhancements and more. Tracking (product, new
account, closed account, cross sell ratio, etc.) may or may not be handled by marketing.
Employee satisfaction surveys may be handled by marketing or HR. Community banks often

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hire outside research firms to conduct more complex studies such as image/brand research,
new location assessments, local bank satisfaction/propensity to switch surveys and more.
When outside vendors are hired, it is often marketing who directs their work.
 Public Relations
Public relations enables you to build relationships and trust with your key publics, or
stakeholders. Because a good reputation and strong relationships are so important to the
success of community banks, most are very involved in public relations. In small banks, some
of this work may be done by areas outside of marketing, such as the exec area, but most
commonly, it is handled within the marketing/communications department, sometimes
with help from a PR firm.

This graphic shows the primary areas of public relations in community banks.

PR: Communicating with Your Key Publics

• Community relations: donations, sponsorships, community events, employee
volunteerism
• Media relations: news coverage on your bank and its employees, providing
information to the media and responding to their requests, media training for top
staff
• Customer relations: advising bank management on key customer issues, drafting
communications, handling crisis communications, image advertising
• Employee communications: written materials, events and meetings, brand
engagement
• Investor relations: Communications and financial reports (if you are a publicly-
traded bank)
• Other: You may also be responsible for other communications, speech writing and
managing special events for all of these key groups.

 Internal Marketing
Internal marketing is regularly communicating with your employees; listening and informing
them about key issues; engaging them in your marketing efforts; and giving them the tools

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they need to excel in your marketing initiatives, campaigns, product promotions, etc. If you
aren’t doing internal marketing, you’re missing a huge opportunity to make your branding
and marketing more effective. As a marketer, you benefit by having employees who believe
in the bank’s mission, understand the bank’s goals, support the bank and serve as brand
ambassadors. In some banks, this is handled by HR, but it is important for marketing to
make internal marketing a priority.

 Customer Service
Community banks often make customer service a big part of their branding and positioning.
If service is a critical part of your bank’s market position, it’s important for marketing to be
involved. This includes ensuring that there are clear service expectations for employees,
communicating the bank’s commitment to service, monitoring service performance,
managing complaints, training employees and helping management recognize top
achievers. In some banks, the customer service function is managed by retail banking,
operations or the executive area rather than marketing.

 Customer Experience
Customer experience is related to service; it’s about managing the whole experience your
customer has from the first contact, through account opening and then at all the touch
points after that (in-person, by phone, by mail, online, email and mobile). Regardless of who
has responsibility for managing customer service and the customer experience at your bank,
it will have a major impact on your ability to market effectively, build your brand and retain
customers.

 Defining Your Key Marketing Functions

That wraps up the key functions most commonly found in a community bank marketing
department. I recommend that you start with the chart at the beginning of this post. Use it
to help you define what marketing is and isn’t responsible for at your bank. Modify the chart
and make it your own. Defining your key functions will help you make sure all of your bank’s
marketing functions are covered, either by marketing staff or by someone else in your bank.

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Chapter 2 – Develop knowledge of the
marketing communications industry

Element of competency:

1.3 Obtain information on marketing communication industry sectors, associations,

networks and societal role
1.4 Identify and access information on key stakeholders
1.5 Apply industry information appropriately in everyday activities related to typical work
roles

1.3 Obtain information on marketing communication industry sectors,

associations, networks and societal role

Marketing industry
How can we stay updated on the latest marketing industry news and trends? We will need
to know where the updated information is going to be share. Here are several sources.

1. Industry association

Following is a list of the key industry associations in Australia.

Australian
Marketing Institute The leading organisation for marketing professionals in
(AMI) Australia. The purpose of the AMI is to advance the
marketing profession with professional development.

Website: www.ami.org.au

Australian
Association of The AANA represents the rights and responsibilities of
National companies and individuals involved in Australia’s $30 billion a
Advertisers year advertising, marketing and media industry

Website: www.aana.com.au

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Australian The Australian Association of Social Marketing is an
Association of independent, volunteer based organisation. It is the peak
Social Marketers body representing social marketers in Australia and aims to
provide support for social marketers throughout the country
and act as a central resource for those engaged in, or
interested in, social marketing practice and research.

Website: www.aasm.org.au

Australian Direct Australia’s leading direct marketing association responsible

Marketing for direct marketing
Association (ADMA)
Website: www.adma.com.au

Australian AIMIA is the peak industry body for Digital Content, Services
Interactive Media & Applications in Australia. AIMIA’s membership represents
Industry the full spectrum of the digital media industry in Australia.
Association
Website: www.aimia.com.au

Australian Market The Australian Market and Social Research Society Limited
and Social Research (AMSRS) is a not-for-profit professional membership body of
Society (AMSRS) over 2,000 market and social research professionals who are
dedicated to increasing the standard and understanding of
market and social research in Australia.

Website: www.amsrs.com.au/

Australian As a membership organisation for marketing and business

Professional development experts in the professional services sector, the
Services Marketing Asia-Pacific Professional Services Marketing Association
Association (APSMA) is committed to meeting our members’ needs
(APSMA) through personal development, professional development
and industry expertise.

Website: www.apsma.com.au

Communications (took over policy and representation from the Internet

Alliance Ltd Industry Association (IIA) in March 2014) provides guidance
on communications for the telecommunications industry

Website: http://www.commsalliance.com.au/home

Interactive
Advertising Bureau The Interactive Advertising Bureau (IAB) Limited is the peak

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 (IAB) trade association for online advertising in Australia and was
incorporated in July 2010

Website: http://www.iabaustralia.com.au/

International A not-for-profit international network of professionals

Association of committed to improving the effectiveness of organizations
Business through strategic interactive and integrated business
Communicators communication management.
(IABC)

Website: www.iabc.com

Public Relations The Public Relations Institute of Australia (PRIA) is the

Institute of national industry body for public relations and
Australia (PRIA) communication professionals in Australia. PRIA represents
and provides professional support and recognition to over
3,000 individual practitioners and more than 175
consultancies nationwide.

Website: www.pria.com.au

2. Professional Development workshops

Following associations provide professional development workshops.
• Australian marketing institute (AMI)
• Australian Data Marketing and Advertising Association (ADMA)

3. Marketing blog
Here are a couple of Australian blogs that helps you to update marketing
communication industry information.
• mUmBRELLA http://www.mumbrella.com.au
• Digital Buzz Blog http://www.digitalbuzzblog.com

4. Marketing publications
The following marketing publications also help you to update marketing
communication industry information.
• AdNews www.adnews.com.au
• Australian Creative www.australiancreative.com

The followings are especially for digital marketing information update.

• MediaPost http://www.mediapost.com/
• ADWEEK http://www.adweek.com/

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 5. Twitter
We are able to update information by following leaders and professionals on Twitter

The societal role of marketing communication

Marketing has an important role in modern society. Marketing has many benefits including
contributing to the satisfaction of needs, improving access, and contributing to a
competitive environment which lowers the price of goods for everyone. In addition,
customers perceive value in their relationship between themselves and the branding of
products and services they consume.

Corporate Social Responsibility

Corporate social responsibility (CSR) is essentially an ethical plan. CSR is understanding the
results of your actions within the various communities associated with your brand. It's about
making the ethically and morally correct choices.

The following articles will help you to understand about CSR.

Corporate Social Responsibility: It's All About Marketing

Corporate responsibility policies have been gaining increasing attention from senior
executives as questions of sustainability and green agendas have come to permeate
business the world over.

The financial crisis has only heightened this trend by forcing companies to clearly identify
themselves as responsible and trustable. Yet executives commonly don’t understand the
most effective ways to design and implement sustainability programs. Because of that they
can’t fully capitalize on the potential corporate responsibility has for creating business
value, and they are achieving little with it despite all their interest.

So far businesses have mostly focused on direct routes to getting business value from
corporate responsibility. They have pursued easy-win strategies or activities with direct
commercial benefits, such as measuring and reducing their corporate carbon footprints.
Such activities undoubtedly bring some value to businesses and society, but they fall far
short of the mark.
What we are slowly starting to see is a second wave of corporate responsibility behavior
marked by a clearer focus on the total business value such policies can bring. To fully benefit
from corporate responsibility, businesses must wake up to the fact that they need to take a
more indirect route to creating value with it. They must start by seeing where and how key
stakeholders react to a firm’s corporate responsibility initiatives.

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In practical terms, this involves moving away from a top-down strategy determined by the
board to a richer process of bottom-up co-creation with stakeholders. It means using focus
groups and other marketing research techniques to understand the deeper psychological
needs that corporate responsibility can answer for stakeholders, such as the self-esteem
and pride that a consumer can draw from affiliating with a socially responsible company.
With such knowledge companies can elicit and gauge the demands of their target
audiences. They stand to learn a lot.

For example, recent research involving Procter & Gamble , General Mills and
Timberland revealed that many of their stakeholders had no idea of the companies’
corporate responsibility initiatives, or had a very limited understanding and didn’t find them
personally relevant. Because of that, they often questioned the companies’ motivations for
engaging in corporate responsibility activities.

Now those companies have been able to build stronger connections with their stakeholders
by improving their communication to build active participation and engagement in their
initiatives. Their shift to a stakeholder-centric approach has brought them observable
improvements in corporate responsibility return, such as increased customer and employee
loyalty.

Finding your corporate responsibility strategy by catering to stakeholders might sound

cynical if you’re a purist who thinks only of some larger social good, but adopting that kind
of more sophisticated strategy actually benefits all. The reality is that the external
stakeholders you engage with will often prove to be your toughest critics, and they will
insist on much richer and ambitious corporate responsibility programs of genuine social
benefit.

Indeed, part of the challenge is to judge which of the ideas put forward by stakeholders are
realizable, commercially viable and valuable. At the same time, those external stakeholders
give you an invaluable source of feedback about what actions can make customers and
clients connect more favourably with a given brand. That in turn improves your company’s
image and thus increases the business value of committing to corporate responsibility.

In moving to such a model, businesses must make internal changes to support the execution
and evaluation of their initiatives. Companies are commonly criticized for not involving their
boards enough in corporate responsibility. That is a fallacy. To the contrary, they are most
often too top-down, generating ideas in the boardroom and passing them on to a
sustainability or corporate responsibility department that often doesn’t act in concert with
the strategy or marketing department. To effectively capitalize on the indirect route to
corporate responsibility value, programs need to operate through more traditional and
developed business functions.

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In particular, they should involve the marketing team. Marketing always has the knowhow
to conduct meaningful campaigns and measure return on investment. Moreover, involving
marketing in consumer research and analysis enables that department to coordinate how a
corporate responsibility program is presented to those it wishes to influence.

That creates a virtuous circle, giving marketing a useful tool, beyond its traditional mix of
price and product, for differentiating the company and its products from the competition.
Many businesses champion their credentials in the area of corporate responsibility, but few
capitalize on effective implementation and measurement of it to strengthen their brand
identities. As corporate responsibility becomes a bigger shaper of companies’ public images,
ignoring the advantages of effective corporate responsibility marketing becomes an
increasingly higher stakes gamble.

With the costs of ignoring corporate responsibility–or, worse, getting it wrong–steadily

increasing, businesses need to find sophisticated ways to link social and business value at
the individual, stakeholder level. Too often corporate responsibility is looked at and
discussed broadly, relying on sweeping aggregate-level research and analysis to gauge its
effectiveness and method of execution. Consultancies and business educators have been
guilty of promoting that approach. Now is the time for business leaders and those who seek
to influence them to step up and put aside macro-focused thinking for the deeper, more
thoughtful insight they need. Now is the time for companies to realign both internally and
with their outside audiences to unite social good with hard-nosed commercial value.

Source: Forbes, website article, http://www.forbes.com/2009/11/20/corporate-social-responsibility-

leadership-citizenship-marketing.html, accessed June 2016

1.4 Identify and access information on key stakeholders

Understand your stakeholders

Stakeholders are persons and organisations that have interest or concern in the strategy of
the organisation. Stakeholders are comprised from two categories.

1. Internal stakeholders such as:

• Employees
• Business owners
• Manager

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 2. External stakeholders such as:
• Suppliers
• Trade unions
• The community
• Customers
• Creditors
• Shareholders
• government

Stakeholder Map
A stakeholder map records who your stakeholders are and their level of power, influence
and interest. A stakeholder map allows you to see who you need to focus on to ensure the
successful development and implementation of your operational plan.

To identify your stakeholders, you need to think of all the people who are affected by your
work, who have influence or power over it or an interest in its successful or unsuccessful
completion.

Once you have identified the stakeholders in your work, you may find you have a long list of
people that are affected. The level of power, interest and influence of these people, with
regards to your operational plan, will vary which is why it is important that you complete an
assessment to determine the level of consultation required for each stakeholder identified.

To complete this assessment you should map out your stakeholders on a power / interest
grid as shown below.

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A persons’ position on the grid show you the actions you have to take with them:

• High power, interested people: these are the people you must fully engage with, and
make the greatest efforts to satisfy.
• High power, less interested people: put enough work in with these people to keep
them satisfied, but not so much that they become bored with your message.
• Low power, interested people: keep these people adequately informed, and talk to
them to ensure that no major issues are arising. These people can often be very
helpful with the detail of your project.
• Low power, less interested people: again, monitor these people, but do not bore tem
with excessive communication.

1.5 Apply industry information appropriately in everyday activities related to

typical work roles

Marketing activities
Marketing activities may include the followings.

• Develop business and marketing plans for communications and promotions

• Send out social media notices/comments

• Update communications on the organisation’s website and intranet

• Respond to industry comments/trends (e.g. being interviewed by a trade

publication)

• Send out press releases on organisational business activities

• Update/ send E-newsletters to customers

• Hold sponsorship activities and develop relations

• Hold customer relations/events

• Address emerging opportunities for relations and communications.

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Digital marketing activities include:

• Search engine optimisation (SEO)

• Search engine marketing (SEM)
• Content marketing
• Influencer marketing
• Content automation
• Campaign marketing
• Ecommerce marketing
• Social media marketing
• Social media optimisation
• e-mail direct marketing
• display advertising
• e-books
• optical disks and games
• mobile marketing

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Chapter 3 – Identify industry employment
obligations and opportunities

Element of competency:

2.1 Obtain information regarding employment obligations and opportunities relevant to

the marketing communication industry

2.1 Obtain information regarding employment obligations and opportunities

relevant to the marketing communication industry

Scope of the marketing sector

The marketing communications sector is incredibly divers. The following is a great

infographic created by Salesforce.com entitles “The Modern Marketer”. This graphic shows
how the modern marketer has to be multifaceted – half artist and half scientist. The days of
marketing where creativity was valued above all else are gone. New technology offers
modern marketers not only the ability to create very creative marketing campaigns, but also
ones that are data driven with performance tracking and insightful analysis to better
understand the target audience and improve conversions.

Modern marketing requires marketers to use both the creative and analytical side of their
brains. The creative side is responsible for producing all the creative content, visual assets,
engaging social media, and great email campaigns while the analytical side has to focus on
all the important data, analytics, and overall campaign performance.

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Source: Salesforce.com, website article, https://www.salesforce.com/blog/2013/04/the-modern-marketer-part-artist-part-
scientist-infographic.html

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Modern marketing mix

Modern marketing includes a broad range of activities and functions such as brand
management, PR, advertising, research, design data analytics, customer relationship
management and communications.

Different Types of Marketing Strategies In Use Today:

Source: the cult branding company, http://cultbranding.com/ceo/52-types-of-marketing-strategies/

Cause Marketing
Finding a causes both your customers and your company cares about can create magic for
your business. This requires internal knowledge about what your organisation cares about
and who they want to help in the world. A good example of this is Toms Shoes. Instead of

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doing the traditional “buy one get one free” promotion, Toms built a strong customer
following and reputation for giving back by giving away a free pair of shoes to someone in
need for every shoe purchase made by their customers.

Close Range Marketing (CRM)

Use Wifi or bluetooth to send promotional messages of their products and services to their
customers’ smartphones and tablets at close proximity. Close Range Marketing is
also known as Proximity Marketing.

Relationship Marketing
Many companies focus on building relationships with their customers instead of always
exclusive trying to sell them something (transactional marketing). Customers who love your
brand more will also spend more money with your brand. Many traditional retailers have
found this to be true. Walgreens has seen that customers who buy from all of their
purchasing channels (store, web, mobile, etc) buy up to six times more than the average
customer that only buys in their store.

Transactional Marketing
Driving sales can be challenging, especially for retailers that have to consistently sell
products in high volume to consumers. In order to stay with the demands of investors,
retailers have to encourage consumers to buy using coupons, discounts, liquidations, and
sales events. High volume big-box retailers like Target are constantly running promotional
events in order to get interested consumers into their stores.

Scarcity Marketing
In some markets it’s important to control how much product is available at one time. In
many cases this is done because of the difficulty of acquiring raw materials or higher quality
of the product. A company may choose to make their products accessible to only a few
customers. Rolls-Royce’s release of their Chinese edition car called Phantom sold quickly.
While the cost of the car was higher than most cars the scarcity drove the desire and the
price.

Word of Mouth Marketing

Word-of-mouth Marketing is the passing of information from person to person by oral
communication. Customers are very excited to share with the world the brands they love.
Many consumers find meaning in sharing stories of their favourite products and services.

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Word of Mouth is one of the ancient ways people learned about what to purchase. Modern
marketers have learned how to create authentic word of mouth for their companies and the
products they represent.

Call to Action (CTA) Marketing

CTA Marketing refers to methods of converting web traffic into leads or sales on websites
using text, graphics, or other elements of web design. Conversion strategies help improve
the percentage of online visitors who become customers or who join the mailing list.

Viral Marketing
Cult Brand marketers are constantly creating new business ideas that keep their products in
the heart and minds of the global consumer. Each time a new product is created, customers
have to be given a reason to dream about their future purchase. Sometimes marketers
of Cult Brands hit on something so great that people can’t help but share with others.
Getting your customers talking about your products and services is very important to
growing awareness for your business.

Diversity Marketing
Develop a customized marketing plan by analyzing different customer segments based on
cultural differences including tastes, expectations, beliefs, world views, and specific needs.

Undercover Marketing
Sometimes not telling everyone everything can become a great source of buzz. Think of a
movie trailer that got you very excited to go see the movie. While not showing all the
aspects of the movie, the advertiser can create enough intrigue to drive viewers to want to
see more.

Mass Marketing
Major corporations need to drive large numbers of purchasing of their products in order to
survive and grow. While mass marketing may seem like a shotgun approach to marketing
this is far from the truth. Big businesses spend big money in understanding big data–that’s a
lot of bigs!) This gives them an insight to where to place media for their potential national
customers who buy their products and services. Walmart is an example of an effective mass
market retailer. As the number one retailer in the world, they are very smart about their
mass marketing efforts, often giving their customers a feeling of locality and warmth.

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Seasonal Marketing
Seasonal events offers is a great way to meet new consumers. Sometimes these events can
be actual changes of weather or national holidays. For a retailer like Hallmark, Valentine’s
Day represents a large portion of their business. By tuning into the various seasons that are
important to your customers you can become more relevant in their lives.

PR Marketing
One of the most important marketing strategies is public relations. Many effective
marketers work with the media to bring awareness to their products and the benefits their
products offer. Also, in many cases where things go wrong, a good PR marketing strategy is
vital. When Apple’s founder Steve Jobs was alive, Apple held a major press conference to
announce every new product. This tradition is now continued by their new Apple CEO and
CMO.

Online Marketing
As commerce has propagated to the Internet, a new form of marketing has emerged. From
online banners to those annoying pop ups, online marketers have attempted to get their
customers attention any way they can. Most online strategic marketing efforts today are a
mix of growth hacking strategies ( A/B testing taken to the max) and a variety of awareness
tactics that drive attention. A very effective online marketer is the insurance company Geico
who simply asks their users to enter their zip code for an instant quote on a better savings.

Email Marketing
As soon as customers migrated into the online world, Internet marketers have attempted to
collect and organize emails for potential prospects. Many business-to-business marketers
depend on email marketing as a primary way to connect with customers. At industry
tradeshows, IBM consultants can often be seen exchanging email information with their
prospects.

Evangelism Marketing

Develop raving fan customers (what we call Brand Lovers) who become advocates of your
brand or product, and who represent the brand as if it was part of their own identity.

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Event Marketing
Creating events is a great way to drive sales. Customers often need a reason to shop and
events can often offer the perfect reason. Macy’s Thanksgiving Day Parade has become part
of American culture by connecting two events together what consumers love: Thanksgiving
and shopping.

Offline Marketing
With mass adoption of the Internet, many companies are finding new ways of integrating
offline marketing with new technologies to create more engaging customer experiences.
The Coca-Cola company has create vending machines that invite customers to hug them.
This continues to tie the Coca-Cola brand to the core emotion of happiness, but also invite
customers to experience the real product offline.

Outbound Marketing
Sometimes it’s important for companies to let their potential customers know they exist. By
developing a list of prospects a company can begin to reach out to their individual target
groups in order to find new customers. When Microsoft was selling their accounting
software they often used outbound marketing to identify potential targets before trying to
call the companies for an in-person meeting.

Direct Marketing

Communicate directly with customers and prospects through mail, email, texts, fliers and
other promotional material.

Inbound Marketing
Companies often have customers calling them for various reasons. This can present a great
opportunity to sell customers additional products and services they currently don’t have.
When business customers call to check their balances, the business bank Chase often takes
the opportunity to ask if they are interest in a credit line, a 401 k plan, or a variety of other
services the bank offers.

Freebie Marketing

Promote free give aways or sell your products and services sold at low rates to boost the
sales of other related products or services.

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Newsletter Marketing
A fun way to promote a business is to write a newsletter that highlights some of the
newsworthy things that have happened for the organization. The Motley Fool have been
sharing their investment insights with their community for many years. These newsletters
create a sense of inclusion and participation with their members and has provided a key
driver for their incredible growth.

Article Marketing
In industries where expertise is highly valued, articles can offer a powerful tool to showcase
your knowledge and expertise. Some innovations are shared in the form of articles or white
papers where technical information needs to be convey to specialized buyers. Amazon.com
has dedicated part of their site for white papers on technical know-how on cloud
computing. This is a very sophisticated form of marketing for specialized buyers.

Content Marketing
Write and publish content to educate potential customers about your products and services.
For the appropriate businesses, this can be an effective means of influencing them without
using direct selling methods.

Tradeshow Marketing
Many products have to be experienced to be bought. There are very few customers that will
buy a new automobile without doing a great deal of research and test-driving the car first.
Tradeshows are industry gatherings where customers are invited to come sample all that
the industry has to offer. To introduce their new lines of products, Ford Motor
Company spends a great deal of time setting up and operating their booth at the
international consumer auto shows each year. These auto trade shows give reporters and
consumers a chance to experience cars first hand.

Search Marketing
These days, when consumers have questions they often don’t ask their friends; they go
straight for Google. In fact, Google is so good at answering our questions that millions of
people daily search for their answers on this leading Internet search site. One does not have
to look far to see the power of search marketing. Google has shaped the industry for many
years now and has helped hundred of retailers grow their businesses. While many
businesses used to advertise in their local yellow pages, as less and less consumer consult
their local physical directory, this channel becomes increasingly less effective each year.

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Direct Marketing
Advertise and promote your products and services to customers using a range of digital
devices including computers, smartphones, and tablets. Internet Marketing is an essential
practice in Digital Marketing. Once a target market has been clearly identified, it is possible
to work in conjunction with the USPS or a professional mail carrier that knows where your
customers live. Direct marketing can be an effective way to reach consumers right where
they live at home. While there is often a negative side to this approach (consumers don’t
want to be bothered with a flurry of mail), many smart companies execute direct marketing
well. Catalogue retailer L.L. Bean, for example, created direct marketing programs that their
customers looks forward to receiving.

Niche Marketing
Finding a niche and filling it could be described as the secret recipe for growth in over-
crowded marketplaces. Take the shoe business, for example. There is a great demand for
shoes in the world and so many top companies have evolved to satisfy most of the
immediate shoe needs in the marketplace. The shoe space might seem crowded, but shoe
manufacturing company Vans noticed an underserved customer: the skater. By focusing on
this niche market Vans has developed a thriving business.

Drip Marketing
Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of
messages to customers or prospects over time. These messages often take the form of
email marketing, although other media outlets can also be used as well.

Community Marketing
Engage an audience of existing customers in an active dialogue, speaking to the needs and
wants of this particular customer group. Instead of focusing on generating the next
transaction, community marketing promotes greater loyalty and higher levels of
engagement within an existing brand community. Learn how to build brand communities
here. Community marketing can also lead to word of mouth marketing.

Social Media Marketing

Social media sites like Facebook and Twitter offer a unique opportunity for savvy businesses
willing to invest in customer engagement. Social media marketing is still in its infancy but is
growing up rather quickly. Companies like Southwest Airlines have departments of over 30
people whose primary responsibility is to actively engage with customers on social media.

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Cross-Media Marketing
Provide customers information through multiple channels like email, physical mail, websites,
and print and online advertisements to cross promote your products and services.

B2B Marketing
Business-to-business marketing is a marketing practice of individuals or organizations
(including commercial businesses, governments, and other institutions). It allows businesses
to sell products or services to other companies or organizations that in turn resell the same
products or services, use them to augment their own products or services, or use them to
support their internal operations. International Business Machines is a well known B2B
marketer. IBM’s business has grown because taking a very intelligent approach at marketing
their products to other business and governments around the world.

Promotional Marketing
Promotional marketing is a business marketing strategy designed to stimulate a customer to
take action towards a buying decision. Promotional marketing is a technique that includes
various incentives to buy, such as:

• Contests: We all enjoy winning something for free. Contests offer an attractive
marketing vehicle for small business to acquire new clients and create awareness.

• Coupons: According to CMS, a leading coupon processing agent, marketers issued

302 billion coupons in 2007, a 6% increase over the previous year. Over 76% of the
population use coupons, according to the Promotion Marketing Association (PMA)
Coupon Council. Coupons still work and provide an affordable marketing strategy for
small business.

• Sampling: Try before you buy. Giving away product might appear profit-limiting, but
consider how giving your customers a small taste can lead to a big purchase. Retail
genius Publix supermarkets share samples of their award-winning key lime pie not
because people question the goodness of the pie but to get their customers to buy
more.

Ambush Marketing
Advertiser use this marketing strategy to associate with specific events and brands without
paying sponsorship fees. This allows the business to capitalize on these events or leverage
the brand equity of the other business, which has the potential effect of lowering the value
of the original event.

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B2C Marketing
The ultimate goal of B2C marketing (business-to-consumer marketing) is to convert
shoppers into buyers as aggressively and consistently as possible. B2C marketers employ
merchandising activities like coupons, displays, store fronts (both real and online) and
special offers to entice the target market to buy. B2C marketing campaigns are focused on a
transaction, are shorter in duration, and need to capture the customer’s interest
immediately. These campaigns often offer special deals, discounts, or vouchers that can be
used both online and in the store.

Cloud Marketing
In this new form of marketing, all marketing resources and assets are brought online so
customers (or affiliates) can develop, modify, use, and share them. Consider
how Amazon.com gets customers to buy digital books, movies, and televisions shows in a
digital library that is accessible in the customer’s online account or on their digital device
like their Kindle Fire.

Mobile Marketing
Marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide
customers with time and location sensitive, personalized information that promotes goods,
services, and ideas.Here is a recent example of mobile marketing in action.

Alliance Marketing
A joint venture is formed between two or more businesses to pool resources in an effort to
promote and sell products and services.

Reverse Marketing
In reverse marketing, the idea is to get the customer to seek out the business rather than
marketers seeking the customer. Usually, this is done through traditional means of
advertising, such as television advertisements, print magazine advertisements, and online
media. While traditional marketing mainly deals with the seller finding the right set of
customers and targeting them, reverse marketing focuses on the customer approaching
potential sellers who may be able to offer the desired product.

In 2004, Dove launched the Dove Campaign for Real Beauty focusing on the natural beauty
of women rather than advertising their product. This campaign caused their sales to soar
above $1 Billion and caused Dove to re-create their brand around this strategy. Although

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successful, this campaign caused a lot of controversy and discussion due to what people saw
as an advertisement with a contradictory message.

Telemarketing
I know what you are thinking, you hate telemarketers. You are not alone in your feelings.
However, telemarketing can play an important part of selling your products to consumers
and it must not be overlooked as many companies rely on it to connect with customers.
Telemarketing (sometimes known as inside sales, or telesales in the UK and Ireland) is a
method of direct marketing in which a salesperson solicits prospective customers to buy
products or services, either over the phone or through a subsequent face to face or Web
conferencing appointment scheduled during the call. Telemarketing can also include
recorded sales pitches programmed to be played over the phone via automatic dialing.
Telemarketing has come under fire in recent years, being viewed as an annoyance by many.

Free Sample Marketing

Unlike Freebie Marketing, this is not dependent on complementary marketing, but rather
consists of giving away a free sample of the product to influence the consumer to make the
purchase.

Direct Mail Marketing

A channel-agnostic form of advertising that allows businesses and nonprofits organizations
to communicate directly with the customer, with advertising techniques that can include
text messaging, email, interactive consumer websites, online display ads, fliers, catalog
distribution, promotional letters, and outdoor advertising. Direct marketing messages
emphasize a focus on the customer, data, and accountability. Characteristics that distinguish
direct marketing are:

• Marketing messages are addressed directly to the customer(s). Direct marketing

relies on being able to address the members of a target market. Addressability
comes in a variety of forms including email addresses, mobile phone numbers, Web
browser cookies, fax numbers, and postal addresses.

• Direct marketing seeks to drive a specific “call to action.” For example, an

advertisement may ask the prospect to call a free phone number or click on a link to
a website.

• Direct marketing emphasizes trackable, measurable responses from customers

regardless of medium.

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 • Direct marketing is practiced by businesses of all sizes—from the smallest start-up to
the leaders in the Fortune 500. A well-executed direct advertising campaign can
prove a positive return on investment by showing how many potential customers
responded to a clear call-to-action. General advertising eschews calls-for-action in
favour of messages that try to build prospects’ emotional awareness or engagement
with a brand. Even well-designed general advertisements rarely can prove their
impact on the organization’s bottom line.

Database Marketing
Database Marketing is a form of direct marketing using databases of customers or potential
customers to generate personalized messages in order to promote a product or service for
marketing purposes. The method of communication can be any addressable medium, as in
direct marketing. The distinction between direct marketing and database marketing stems
primarily from the attention paid to the analysis of data. Database marketing emphasizes
the use of statistical techniques to develop models of customer behaviour, which are then
used to select customers for communications. As a consequence, database marketers also
tend to be heavy users of data warehouses, because having a greater amount of data about
customers increase the likelihood that a more accurate model can be built.

There are two main types of marketing databases: (1) consumer databases and (2) business
databases. Consumer databases are primarily geared towards companies that sell to
consumers, often abbreviated as [business-to-consumer] (B2C) or BtoC. Business marketing
databases are often much more advanced in the information that they can provide. This is
mainly because business databases aren’t restricted by the same privacy laws as consumer
databases.

Personalized Marketing
Personalized marketing (also called personalization, and sometimes called one-to-one
marketing) is an extreme form of product differentiation. Whereas product differentiation
tries to differentiate a product from competing ones, personalization tries to make a unique
product offering for each customer. Nike ID is a popular brand that has developed a strong
business around this personalization marketing concept.

Affinity Marketing
Create strategic partnerships that are mutually beneficial by forming alliances with
complementary brands. Also known as partnership marketing, with this strategy, one
brands generates sales while the other creates new customers and builds brand awareness.

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Cult-tural Marketing
The proposition of cult marketing holds reign upon the notion that a way to convert—ahem,
excite … OK, convert—consumers is by using timeless human behavioural drives found in
religious cults. Heck, fellow acolytes, nothing is more permission-, buzz- and one-to-one-
based than “a central ideology with a parallel social universe rich with customs.” Cult
marketing is a bright spot in the list of newfangled marketing templates, one that applies
timeless social-science principles in a powerful way. To the list of newfangled marketing
buzzwords, let’s add the term cult.

Humanistic Marketing
Human needs are “a state of felt deprivation.” They distinguish between physical needs
(food, shelter, safety, clothing), social needs (belonging and affection), and individual needs
(knowledge, self-expression). Needs are a relatively narrow set of non-cultural states of felt
deprivation.

Guerrilla Marketing
Grass root, untraditional, and low-budget methods that found involve creativity, big crowds
of people, and the element of surprise to market or promote a product, service, brand,
event, or new launch.

Brand Lover Marketing

Brand Lover Marketing is a marketing concept that is intended to replace the idea of
traditional brand marketing. Brands are running out of juice and Brand Lovers are what is
needed to rescue brands. But what builds loyalty that goes beyond reason? What makes a
truly great brand stand out? Brand Lovers bring brands to life. For a brand to elevate itself
into the “Cult Brand” category, it has to give customers a feeling of belonging while
generating strong feelings of love for its customers. Creating loyalty beyond reason requires
emotional connections that generate the highest levels of love and a sense of belonging for
your brand.

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Chapter 4 – Identify industry employment
obligations and opportunities
Element of competency:

2.2 Apply information on employment opportunities and obligations in everyday activities

related to typical work roles

2.2 Apply information on employment opportunities and obligations in

everyday activities related to typical work roles

Marketing Job responsibilities

Inbound Marketing Manager Job Description

Responsibilities:

• Build and manage a rich content/editorial calendar that attracts a qualified

audience to our owned properties (including blog posts, whitepapers, eBooks,
reports, webinars, info graphics, etc.).

• Grow new leads, including marketing-qualified leads, by converting site traffic

through calls-to-action, landing pages, and lead generation content (including
offers).

• Optimize our marketing automation and lead nurturing processes through

email, content, and social channels.

• Establish closed-loop analytics with sales to understand how our inbound

marketing activity turns into customers, and continually refine our process to
convert customers.

Requirements:

• BA/BS degree or equivalent work experience.

• Some past experience in marketing preferred.

• Excellent communicator and creative thinker, with an ability to use data to

inform all decisions.

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 • Proficiency in marketing automation and blogging software in order to
generate traffic, convert visitors into leads, and then nurture them (using
dynamic workflows) into converted customers.

• Bonus skills: HTML/CSS, Adobe Creative Suite.

Social Media/Community Manager Job Description

Responsibilities:

• Build and manage the company’s social media profiles and presence,
including Facebook, Twitter, LinkedIn, and additional channels that may be
deemed relevant.

• Create shareable content appropriate for specific networks to spread both our
brand and our content.

• Monitor and engage in relevant social discussions about our company,

competitors, and/or industry, both from existing leads and customers as well
as from brand new audiences.

• Run regular social promotions and campaigns and track their success (e.g.,
Twitter chats, LinkedIn discussions, etc.).

• Work alongside other marketers and content marketers to help distribute

content that educates and entertains our audience and supports marketing
goals.

• Drive consistent, relevant traffic and leads from our social network presence.

• Explore new ways to engage and identify new social networks to reach our
target buyers.

• Track, measure, and analyze all initiatives to report on social media ROI.

Requirements:

• BA/BS degree or equivalent work experience.

• Active and well-rounded personal presence in social media, with a command

of each network and their best practices.

• Excellent communicator and creative thinker, with an ability to use both data
and intuition to inform decisions.

• Proficiency in using social media software (e.g. HubSpot's Social Inbox) to

monitor social media conversations. You will be our ear to the ground to route

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 the appropriate marketer, sales rep, and/or support rep to social
conversations.

• Bonus experience and skills include Adobe Creative Suite, demand

generation, inbound marketing, and blogging.

Blog Manager Job Description

Responsibilities:

• Writing various types of articles on a wide range of topics for our blog.

• Providing feedback to other contributors, and editing other writers’ content.

• Optimizing content for search engines and lead generation.

• Contributing to long-form content projects such as ebooks.

• Conducting analytical projects to improve blog strategies/tactics.

• Growing blog subscribers, converting visitors into leads, and expanding our
blog's overall reach.

Requirements:

• A passion and strong understanding of the industry and our business' mission.

• Exceptional writing and editing skills, as well as the ability to adopt the style,
tone, and voice of our business' various types of content.

• An analytical mind and interest in using data to optimize/scale blog marketing

strategies and tactics.

• Excellent organizational skills to work independently and manage projects

with many moving parts.

• 2-3 years of marketing and content creation experience.

Content Marketing Manager Job Description

Responsibilities:

• Create 1–2 free resources each month to drive leads, subscribers,

awareness, and/or other important metrics

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 • Blog on an ongoing basis to support and promote your offers and to attract
site visitors through search, social media, and email subscribers.

• Grow our subscriber base by providing them with regular, helpful content
that’s aligned with their needs and interests.

• Collaborate with designers, product marketers, sales professionals, and

external influencers and industry experts to produce relevant content that
meets the needs of both key stakeholders and our audience.

• Convince others that your creative ideas are worth investing time and effort in.
This role is at the core of the marketing team, and others will rely on your
work every single day.

Requirements:

• BA/BS degree or equivalent working experience.

• Past experience producing content for the web specifically, as well as

channel-specific knowledge (blog, SlideShare, Facebook, Twitter, etc.).

• Past experience building audiences either online or offline.

• A dual-minded approach: You’re highly creative and an excellent writer but

can also be process-driven, think scale, and rely on data to make decisions.

• Proficiency with Adobe Creative Suite (particularly Photoshop and InDesign).

SEO Manager Job Description

Responsibilities:

• Manage both on-page SEO and off-page SEO for the company.

• Collaborate with content marketing and blog contributors to create high-quality

content around important, relevant terms.

• Manage and improve organic search engine performance and goal-setting

based on click through rates, traffic, and conversions.

• Stay up-to-date with the latest trends and changes with SEO and major
search engines.

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Requirements:

• BA/BS or equivalent working experience.

• Thorough knowledge of search ranking and optimization factors and key

algorithm updates.

• Proficiency in web analytics software and keyword tools.

• Experience with data-driven SEO analysis and optimization.

• Excellent written and oral communication skills.

Email Marketing Manager Job Description

Responsibilities:

• Grow our email list organically, not through bought or rented lists.

• Manage various email campaigns, including the template designs, calls-to-

action, and content used in our email sends.

• Segment lists based on behaviors like past email engagement and website
interactions (content downloads, site page visits, etc.).

• Measure results and optimize the lead nurturing workflows for these segments
to convert leads into customers.

• Work to minimize list decay and unsubscribes while increasing the

productivity of our email sends.

• Develop documentation and road maps for processes, A/B tests, and
promotions that succeed through email.

Requirements:

• BA/BS or equivalent working experience.

• Past experience with email marketing, lead nurturing, marketing automation,

and web analytics.

• Excellent understanding of email marketing concepts and metrics such as

Sender Score, deliverability, and sender reputation.

• Proficiency in email marketing and marketing automation technology.

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 • Highly analytical and able to derive meaning from data through A/B testing
and email optimization.

• Excellent writer and communicator (in both the written and verbal form).

Product Marketing Manager Job Description

Responsibilities:

• Together with the product team, educate both internal and external
stakeholders about our product features and their benefits.

• Create product content (e.g. sales enablement documentation, case studies,

product videos, website copy, blog posts, Quora/forum responses) to
articulate the benefits of our products to the world.

• Assist members of our sales team on calls with prospects when appropriate to
provide deeper dives into the product.

• Speak and present both internally and externally to promote the story of our
product.

• Measure and optimize the buyer journey as it relates to product feature

adoption and usage.

Requirements:

• BA/BS degree or equivalent working experience.

• Past experience in digital marketing, product marketing, and/or product

management.

• Excellent written and verbal communication skills -- there is a heavy amount

of writing and presenting/selling ideas in this role.

• Proficiency in content management systems. You will be expected to build

product pages, optimize the conversion paths on those pages, and use
dynamic calls-to-action to create and test buyer stage-specific calls-to-action.

• Prefer working in a collaborative, cross-team capacity. This role requires you

to work across functions and departments to bring the product to life. You are
at the center of our entire organization, constantly interacting with teammates
and prospects.

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Paid Marketing Manager Job Description

Responsibilities:

• Manage the strategy and setup of all paid campaigns.

• Measure and optimize our paid marketing using vendor-specific dashboards,

Google Analytics, and marketing analytics reports.

• Research and test partnerships with new vendors to expand our reach and/or
lower our cost-per-acquisition.

• Collaborate with marketing teammates to maintain a consistent brand voice

and message across all paid programs.

• Craft landing pages and lead generation forms for our content to distribute
through relevant paid programs.

• Stay up-to-date with digital marketing trends and potential new channels and
strategies to keep us ahead, including updates to social media marketing,
attribution, and programmatic media buying.

Requirements:

• BA/BS or equivalent working experience.

• In-depth knowledge of the various paid marketing channels and technologies,

including paid search (Google AdWords), retargeting, social network
advertising (Facebook, Twitter, LinkedIn, Pinterest, and more), and content
distribution and placement networks like Outbrain and Taboola.

• Excellent communicator with the ability to sell and convince. You will manage
all relationships with vendors and ensure we get the most efficient cost
possible.

• Experience handling marketing budgets and forecasting/reporting results.

Public Relations/Media Relations Manager Job Description

Responsibilities:

• Connect with influential media outlets and journalists to place stories about
company news and other initiatives.

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 • Assist with event planning, including working with vendors, event
coordinators, and design teams for on-site collateral.

• Create content regularly to grow the company’s footprint (press releases,

corporate announcements, and creative content).

• Collaborate with prominent members of the company, including executives, to

craft and pitch press releases and thought leadership columns.

• Establish a sustainable, strategic approach to PR based on adding value to

media outlets and event managers, not just asking for it.

Requirements:

• BA/BS degree or equivalent working experience.

• Past experience in public relations, corporate communications, content

marketing, or relationship management.

• Skilled in creating, editing, and promoting written and visual content.

• The ability to work and thrive in a fast-paced, rapidly changing work

environment.

• Ideal candidate will have experience pitching, crafting, and placing content
externally through guest blogging or op-ed development and experience with
event management and sponsorships.

Marketing Operations Manager Job Description

Responsibilities:

• Manage technical aspects of key marketing systems (marketing

automation,CRM) used to generate, distribute, and report on leads.

• Establish and maintain scalable processes that ensure best practices in

campaign and lead management.

• Create and maintain metrics reports on marketing and sales activities,

effectiveness, and business impact.

• Analyze marketing and sales data to develop insights and make

recommendations on areas for optimization.

• Monitor and maintain data quality within the marketing database.

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 • Evaluate new technologies and add-on applications to improve and optimize
marketing team performance.

Requirements:

• BA/BS or equivalent working experience.

• Strong analytical skills (including mastery of Microsoft Excel) and experience

with reporting and data analysis.

• Proficiency in marketing automation systems and integrating those systems

with other technologies.

• Ability to manage multiple projects at the same time in a fast-paced

environment.

• Technically capable, excellent communicator, and a desire to improve

processes.

Graphic Designer Job Description

Responsibilities:

• Collaborate with marketing and product marketing teammates to support our

website design and content marketing (blog, social media assets, and more).

• Help bring new ideas for design and content creation to the team using your
expertise and eye for great design.

• Scope and create templates for our marketing team to be more efficient in
their posting on social media, the blog, email, and other channels.

• Manage other design needs such as presentations, signage, and trade show
collateral as needed.

Requirements:

• BA/BS or equivalent working experience.

• Past experience as either an in-house designer or at a marketing agency. (We

require work samples to apply for this position.)

• Experience designing for a content optimization system This person must

create assets for our web team that are mobile-, tablet-, and desktop-friendly
and provide a user experience that fits on all three screens.

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 • Expert in Adobe Creative Suite or similar technologies.

• Knowledge of HTML, CSS, and JavaScript a major plus.

Web Developer Job Description

Responsibilities:

• Develop and implement front-end web code and design standards for writing
clean, semantic code.

• Wireframe and mockup revamped or brand new site pages and present to
senior management.

• Collaborate with marketing teammates, senior management, designers, and

other project stakeholders.

• Create and optimize our web project management, hitting all deadlines and
improving efficiency while maintaining the highest standards of quality web
development.

• Proactively scope and present new ideas to improve our website experience
for prospects, leads, and customers.

Requirements:

• BA/BS degree or equivalent working experience.

• Strong background with HTML5, CSS3, JavaScript, and jQuery.

• Domain expertise in UI/UX best practices. You are a problem solver with
everything you develop to improve our site’s experience and drive action.

• Certified on our Content Optimization System, used to create automatically

responsive webpages for mobile, tablet, and desktop. Your work must appeal
to all three.

• Personal interest in staying up-to-date on the latest trends, including agile

methodology and emerging best practices in the UI community.

Legal obligation
Your role as marketer, you will have obligations to abide by following law and legislation.

• The Competition and Consumer Act 2010

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 • Privacy Act 1988
• The Australian Privacy Principles
• Ant-spam regulations
• Do not Call Register Act 2007
• Telecommunications Act 1997
• Telecommunications (interception and Access) Act 1979
• Equal Opportunity Act 1984
• Copyright Act 1968
• Age Discrimination Act 2004
• Australian Human Rights Commission Act 19086
• Disability Discrimination Act 1992
• Racial Discrimination Act 1975
• Sex Discrimination Act 1984

Some of the rules to be aware of when you advertise and promote products and services

Misleading or deceptive conduct

It is illegal for a business to engage in conduct that misleads or deceives or is likely to
mislead or deceive consumers or other businesses. This law applies even if you did not
intend to mislead or deceive anyone or no one has suffered any loss or damage as a result
of your conduct.

False or misleading claims

In addition to the prohibition against misleading or deceptive conduct, it is unlawful for a
business to make false or misleading claims about goods or services.

A misrepresentation is a claim or statement that is false or misleading made by one party to

another. This includes claims or statements that you make in television or radio
advertisements, in catalogues, on labels, on websites, in contracts (or during contract
negotiations), over the telephone, in correspondence (such as letters or emails) or in
person.

Whether a claim or statement is false or misleading will depend on the circumstances.

You must not make false or misleading claims or statements, for example, that goods are of
a particular standard, quality, value, grade, composition, style or model or have had a
particular history or particular previous use.

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Bait advertising and special offers
Bait advertising is the practice of offering items for sale at low prices to attract consumers to
a business.

Bait advertising can be a legitimate form of advertising. However, it is illegal to engage in

this conduct where goods or services are advertised for sale at a discounted price, and they
are not available in reasonable quantities and for a reasonable period at that price.

Legislation: Australian Consumer Law section 35

You must state clearly if the good is in short supply or on sale for a limited time. For
example, if your advertisement makes it very clear that goods are available at the discount
price for ‘today only’, this will limit your obligations to that day.

If there is not a reasonable chance the offer will be available at the advertised price, you
may be in breach of the ACL unless you promptly offer a 'rain check', an acceptable
substitute product or take other corrective action.

Example: An electronics retailer runs a campaign advertising 50-inch televisions at a price of

$799 for a week-long sale. The retailer usually sells about 30 televisions of this type every
week. The retailer only stocks two televisions at the advertised price and refuses to take
customer orders.

When customers attempt to buy the television at the advertised price, they are told it is out
of stock and offered a more expensive unit for $999. This is likely to be bait advertising as
the retailer does not have a reasonable supply of the advertised television.

Offering rebates, gifts or redemptions

When supplying or promoting goods or services, it is unlawful to offer rebates, gifts, prizes
or other free items without intending to provide them. It is also unlawful to fail to provide
them as promised. A rebate or gift must be provided within the specified time or, if no time
was specified, within a reasonable time.

Legislation: Australian Consumer Law section 32

If you use this promotional method, you should pay special attention to the detail of the
offer to ensure your consumers are not misled.

Example: A retailer offers customers the chance to enter into a draw to win a prize when
they spend over $50 in one transaction. However, the business adds a fictitious name to the

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draw. The retailer publicises that the fictitious person won the draw. The result is that the
prize offered is not actually given to any of its customers. This practice is prohibited by law.

Cash back offers

Cash back offers are a form of discounting. Instead of marking down product prices,
manufacturers and retailers maintain the price but offer to return some of the consumer’s
money after purchase. There are no problems with this marketing approach, but care should
be taken in using it. Any conditions, limitations or restrictions should be made clear to the
consumer before the purchase.

Example: Certain cans of deodorant have a shrink-wrap packaging carrying the words ‘$3
Cash Back’. After returning home and opening the packaging, a consumer finds that the
offer is limited to one can per customer, and that in any event the offer expired a week
earlier. The consumer has been misled and may not otherwise have made the purchase.

In this situation the packaging is misleading because the bold representation of the cash
back offer was made without equally prominent mention of the limitations. As a result the
consumer believed the offer applied to each product purchased. This kind of packaging
prevents consumers from seeing the limitations on the offer.

Example: An electrical retailer is selling a television with a cash back offer. The price of the
television is $3000 and consumers that purchase it can claim $500 cash back after the sale.

When advertising the television, the retailer should advertise the price of the television as
$3000 (not $2500), as this is the price a consumer must pay to acquire the television.

Comparative advertising
Businesses may use comparative advertising to directly promote the superiority of their
products over another. The comparison may relate to factors such as price, quality, range or
volume. Comparative advertising is a direct challenge to competitors and before using
comparative advertising, you should consider:

• Is the comparison accurate?

• Are the products or services being compared reasonably similar?
• Will the comparison be valid for the life of the promotion?
•
Example: A battery manufacturer packages its batteries in a pack with a red sticker that
claims the batteries will last longer than two other high-profile brands of batteries. The
claim is supported by independent tests but only against some of the other brand's
batteries. The sticker does not identify that the claim does not apply to all of the other

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brands' batteries. While there is a more precise reference to the comparison on the back of
the pack, the sticker on the front still makes the packaging misleading.

You should consider the duration of advertisements planned and the likely reaction of
competitors. If a competitor is aware of a comparative campaign they may move quickly to
change their product or service, and this could render your campaign misleading.

Advertising through search engines and other online ads

There is a range of online advertising channels that businesses can use through mechanisms
such as ‘AdSense’, ‘AdWords’ banner ads, pop-up ads and other types of advertisements.
Technology may be changing but the requirements of the ACL remain applicable. For
example, all businesses involved in placing advertisements on search engines must take care
not to mislead or deceive consumers.

Real case study: In the late 2000s, the Google search engine displayed two types
of search results: ‘organic search results’ and ‘sponsored links’. Organic search
results were ranked in order of relevance to the search terms entered by the user. A
sponsored link was a form of advertisement, created by or at the direction of an
advertiser, who typically paid Google each time a user clicked on the sponsored link.

An advertising agency operated an advertising account with Google on behalf of a

classified advertising business and for that account the agency’s staff member
included a ‘keyword’ of a magazine that was a competitor to its client. A Google
search for the competitor magazine generated a sponsored link that listed the name
of the competitor magazine with the website address of the classified ads business
below it.

The Federal Court found that the classified ads business made false or misleading
claims and engaged in misleading or deceptive conduct.

Media release: Court decision on Google clarifies misleading advertisements <<

https://www.accc.gov.au/media-release/court-decision-on-google-clarifies-
misleading-advertisements >>

After appeals on the question of Google’s involvement, the High Court held that
Google did not contravene the prohibition on misleading and deceptive conduct (now
section 18 of the ACL). It held that Google did not author the sponsored links; it
merely published or displayed, without adoption or endorsement, misleading claims
made by advertisers.

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Chapter 5 – Identify future trends within the marketing communications industry

3.1 Research developments for marketing communication within digital

communications technology

Element of competency:

3.1 Research developments for marketing communication within digital communications

technology
3.2 Scope the relative impact of new and alternative technologies on the industry

3.2 Scope the relative impact of new and alternative technologies on the
industry

There are several trends affecting marketers today. What was working 10 years ago dose
not work today’s marketing communication industry. Let’s look at trends that will drive
marketing in 2016 and beyond.

From traditional marketing to digital marketing

Trend 1: Defining Traditional Marketing

There are many facets of traditional marketing and examples might include tangible items
such as business cards, print ads in newspapers or magazines. It can also include posters,
commercials on TV and radio, billboards and brochures. Traditional marketing is anything
except digital means to brand your product or logo. Another overlooked means of
traditional marketing is when people find a particular business through a referral or a
network and eventually you build a rapport with them.

Defining Digital Marketing

The world of digital marketing continues to evolve and as long as technology continues to
advance, digital marketing will as well. Examples of digital marketing include things like
websites, social media mentions, YouTube videos, and banner ads. Specifically, digital
marketing is similar to traditional advertising, but using digital devices. However, digital
marketing is considered a form of inbound marketing and its goal is for people to find you.
Businesses put content (or ads) out for individuals to find. People may conduct an organic
online search, a paid search, find your business on a social network or by reading content
that has been published online such as a blog or an article. The more they see you or your
content, the more familiar they will become with your brand and they will eventually
develop a trust and a rapport with you through this online presence.

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Traditional Marketing’s Advantages and Disadvantages

Because of its longevity, people are accustomed to traditional marketing. Finding ads in
magazines and newspapers, or reading billboards are still familiar activities and people still
do them all the time. Most of the time, traditional marketing is reaching only a local
audience even though it is not limited to one. One of the primary disadvantages of
traditional marketing is that the results are not easily measured, and in many cases cannot
be measured at all. In most cases, traditional marketing is also more costly than digital
marketing. And perhaps the biggest disadvantage today is that traditional marketing is static
which means there is no way to interact with the audience. It’s more like you are throwing
information in front of people and hoping that they decide to take action.

Digital Marketing’s Advantages and Disadvantages

One benefit to using digital marketing is that the results are much easier to
measure; and another is that a digital campaign can reach an infinite audience. It is
also possible to tailor a digital campaign to reach a local audience but it can also be
used on the web and reach the entire globe when appropriate. Digital marketing is
also a very interactive means of reaching an audience since it makes use of social
outlets. There can be plenty of direct contact between the audience and the business
which means that the business can get some very valuable consumer feedback. One
of the disadvantages to using digital media marketing strategies is that it can take
some time to realize measurable success.

Trends in Digital Media

This graph shows the trends in Digital Media.

Source: Smart insights, http://www.smartinsights.com/managing-digital-marketing/marketing-

innovation/marketing-trends-2016/

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The following list is the full alphabetical break-down of activities which helps explain
the results. For example, Big Data is surprisingly high, but this includes market
insight and predictive analytics

• Big Data (including market and customer insight and predictive analytics)
• Content marketing
• Communities (Branded niche or vertical communities)
• Conversion rate optimisation (CRO) / improving website experiences
• Display (Banners on publishers, ad networks social media including retargeting and
programmatic)
• Internet of Things (IoT) marketing applications Marketing Automation (including
CRM, behavioural Email marketing and web personalisation)
• Mobile marketing (Mobile advertising, site development and apps)
• Paid search marketing, e.g. Google AdWords Pay Per Click Online PR (including
influencer outreach)
• Partnerships including affiliate and co-marketing
• Search Engine Optimisation (SEO) S
• Social media marketing including Social CRM and Social Customer Care
• Wearables (e.g. Apple Watch, activity trackers, augmented reality)

Trend 2: Mobile as the centre of marketing

Mobile trend 1:

In 2015, people spent an average of 2 hours per day on mobile, or 33% of their total internet
time. This number has been growing rapidly over the past few years, up from 20% in 2012.
Not surprisingly, mobile usage is even higher among young people aged 16-24 (nearly 4
hours per day). When you look at these trends, it’s clear that we’re evolving toward a world
where consumers spend the majority of their internet time on mobile. Young people will be
the first age group to reach this tipping point, with mobile usage crossing the 50% threshold
in most major markets by 2018.

In the past, advertisers tended to treat mobile as an afterthought. In today’s environment,

this no longer makes sense. If you want to target your customers where they spend their
time, mobile needs to be a core part of your marketing strategy.

Mobile trend 2:

“Mobile first users”, as defined by ZenithOptimedia, are people who spend over 90% of
their total internet time on mobile. This group represents a small but growing percentage of
the overall internet population. They’re young, urban and tend to be comfortable with
mobile commerce, with over 25% of them having already made a purchase on mobile.

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Mobile is critical for every advertiser, but it’s especially critical for brands that target young
people. If you want to reach a youth audience, mobile is going to be your most important
marketing platform.

Mobile trend 3:

The shift from desktop to mobile has led to a change in peoples’ internet behaviour, with
some activities making the transition more smoothly than others. Two things that have
faired particularly well are social media and video. According to a survey by
ZenithOptimedia, Facebook reaching over 50% of total mobile users in most major markets
around the world, with YouTube not far behind.

When it comes to mobile advertising, not all channels are created equal. In order to reach
your target customers, you should focus on the apps and services where they spend most of
their time. That means not just social media networks like Facebook and video platforms
like YouTube, but also messaging services like WhatsApp and Messenger.

Mobile trend 4:

Paid search is currently the largest segment of the digital advertising industry, accounting
for $70 bn of the total $140 bn market. But in comparison to social media and video, search
has had a rougher transition to mobile, with overall search engine usage declining over the
past year. There are a few reasons for this decline, including:

1. Smaller screens on mobile that make it harder to type a search query

2. Consumers spending the majority of their time on mobile inside apps, where search
is less relevant
3. Social newsfeeds having displaced search as the primary way people discover
content
One bright spot for the future of search on mobile is the growing popularity of voice search.
ZenithOptimedia found that 23% of survey respondents have used voice search services,
including Apple’s Siri, Google Now and Microsoft’s Cortana. Of those people, 50% are using
voice search more frequently now than they did a year ago.

For brands crafting their marketing strategy for mobile, paid search will be less
important relative to desktop. To the extent that you do use paid search on mobile, you
need to tweak your strategy to reflect the differences in behaviour between voice-based
and typing-based search.

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Mobile trend 5:

According to ZenithOptimedia, 27% of people use ad blocking software on desktop. With

the release of iOS9, which makes it possible to enable ad blocking on iOS devices for the first
time, the issue has become much more relevant for the mobile world. In addition to
preventing ads from being served to consumers, ad blocking software prevents advertisers
and publishers from tracking users’ online behaviour. This makes it difficult to do targeting
and remarketing, key techniques for improving the effectiveness of digital marketing.
The impact of ad blocking on mobile advertising is a subject of intense debate. Some people
have called it the death of the web, while others have suggested that the issue is a red
herring. The best way to shield yourself from the impact of ad blockers on mobile is to use
native, in-app advertising formats like Facebook newsfeed ads, rather than mobile web
banners.

Marketing has become ‘techonologised’

Another significant trend for marketers is the explosion of technology to aid the marketing
process and implement strategies. Marketing is essentially becoming a technology-driven
discipline, where code and data are as fundamental to marketing’s DNA as art and copy.
Technologies such as the web, mobile phones, social media, and customer relationship
management systems greatly affect modern marketing.

The rise of content marketing

It’s no surprise that content marketing as a process for both B2B and B2C marketers to
produce and publish information to influence buyers, generate leads and increase sales has
significantly grown as its own category of marketing. A key element to successful content
marketing is high frequency digital content -- blogs, emails, landing pages, info graphics,
eBooks, and more, that is created and delivered regularly to keep content fresh and
audiences engaged. And, of course, marketing automation software makes it all possible.
However, the same technology that has made content marketing proliferation possible, has
also made global content marketing go from hard to impossible.
Content marketing is defined by the Content Marketing Institute as ‘a strategic marketing
approach focused on creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly defined audience – and, ultimately, to drive profitable customer
action’. Content marketing aims to provide information to current customers and potential
prospects in order to build trust, develop the brand, and ensure that the brand is seen as an
expert in the subject matter.

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 • Customer experience: Partnerships and co-branding

From retail to hospitality to consumer packaged goods, prepare to see more businesses
partnering up to bring blended experiences to customers. Think of the many brick-and-
mortar grocery chains that have partnered with digital delivery companies like Instacart.
This partnership allows traditional grocers to better compete with online food delivery
services and sites like Amazon. According to Forrester’s report, Digital Customer Experience
Trends, 2016, by partnering up with more digitally-savvy businesses, companies can
leverage new and emerging devices, displays, and interfaces that will allow them to provide
new experiences to their customers.

• Micro Data

In 2015, big data was all the rage, now micro data is the new Customer Experience
buzzword. (Not to be confused with micro data, which is an actual thing — the specification
to embed machine-readable data in HTML documents.) But from a Customer Experience
standpoint, micro data is considered more granular than other types of consumer data.
While big data looks more at overall customer trends, micro data looks at individual
customer buying patterns and preferences. This allows organizations to truly understand
their individual customers and personalize customer journeys with targeted, timely, and
relevant interactions.

• Self-service

Customers today don’t want to waste time and energy calling/emailing/chatting with
customer service agents. They want to be empowered to find answers on their own, in their
own time. Thanks to self-service portals and customer communities, companies can enable
their customers to do just that. Providing them with a library of information and tools to
investigate their own issues can create a more positive Customer Experience, while also
saving the company money.

• Personal assistants and concierge programs

Even in a digital world, personalized service is an important part of the Customer Experience
— maybe even more so. That’s why this year you’ll see more companies investing in
engagement software and mobile apps that strengthen the relationship between consumer
and brand. As customers have become accustomed to talking to virtual assistants like Siri,
Cortana, and Alexa, companies are trying to mimic that with digital personal assistants and
concierge apps of their own.

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To encourage guests to book directly rather than through online booking sites like Orbitz
and Kayak, many hotels are beefing up their own apps with special features and perks, like
automatic check-in and the ability to select your own room.

It’s important to remember that while AI-driven solutions are cool and helpful, they can
never fully take the place of real people and human interaction. Companies that can
seamlessly blend slick, digital experiences with personalized human touch will be the most
successful.

• Human-centered design

According to MarketingProfs, design should be a Customer Experience professional’s new

best friend in 2016. What sets companies like Uber apart from their competition is ease of
use and elegance of design within their applications. Customers expect a tailored experience
and apps that deliver content that is relevant to them. They demand experiences designed
with their wants, needs, and behaviours in mind. For any size company in any industry,
human-centered design is possible — when humans are involved. It’s important for actual
customers to be involved and consulted in the design process when creating mobile apps or
any other digital tools designed for them.

Leverage some of these trends in your own business and learn more about creating
personalized, omni-channel experiences in our eBook, Creating an Exceptional Customer
Experience.

Page 66 of 83
Chapter 6 – Identify future trends within the
marketing communications industry

Element of competency:

3.3 Apply information on future trends in everyday activities related to typical work roles

3.3 Apply information on future trends in everyday activities related to

typical work roles

Integrated Marketing Plan and Program

The company’s marketing strategy outlines which customers it will serve and how it will
create value for these customers. Next, the marketer develops an integrated marketing
program that will actually deliver the intended value to target customers. The marketing
program builds customer relationships by transforming the marketing strategy into action. It
consists of the firm’s marketing mix, the set of marketing tools the firm uses to implement
its marketing strategy.

The major marketing mix tools are classified into four broad groups, called the four Ps of
marketing: product, price, place and promotion. To deliver on its value proposition, the firm
must first create a need-satisfying market offering (product). It must decide how much it will
charge for the offering (price) and how it will make the offering available to target

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consumers (place). Finally, it must communicate with target customers about the offering
and persuade them of its merits (promotion). The firm must blend each marketing mix tool
into a comprehensive integrated marketing program that communicates and delivers the
intended value to chosen customers.

The Digital Age

The recent technology boom has created a digital age. The explosive growth in computer,
communications, information, and other digital technologies has had a major impact on
the ways companies bring value to their customers. Now, more than ever before, we are
all connected to each other and to information anywhere in the world . Where it once took
days or weeks to receive news about important world events, we now learn about them as
they are occurring via live satellite broadcasts and news Web sites. Where it once took
weeks to correspond with others in distant places, they are now only moments away by
cell phone, e-mail, or Web cam. For better or worse, technology has become an
indispensable part of our lives:

Karl and Dorsey Gude of East Lansing, Michigan, can remember simpler mornings not too
long ago. They sat together and chatted as they ate breakfast and read the newspaper and
competed only with the television for the attention of their two teenage sons. That was so
last century. Today, Karl wakes around 6:00 AM to check his work e-mail and his Facebook
and Twitter accounts. The two boys, Cole and Erik, start each morning with text messages,
video games, and Facebook. Dorsey cracks open her laptop right after breakfast. The
Gudes' sons sleep with their phones next to their beds, so they start the day with text
messages in place of alarm clocks. Karl, an instructor at Michigan State University, sends
texts to his two sons to wake them up. "We use texting as an in-house intercom," he says.
"I could just walk up stairs, but they always answer their texts."This is morning in the Inter
net age. After six to eight hours of network deprivation-also known as sleep-people are
increasingly waking up and lunging for cell phones and laptops, sometimes even before
swinging their legs to the floor and tending to more biologically current activities.

The digital age has provided marketers with exciting new ways to learn about and track
customers and create products and services tailored to individual customer needs.

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Internet

A vast public web of computer networks that connects users of all types all around the
world to each other and to an amazingly large information repository.

It's helping marketers communicate with customers in large groups or one-to-one.

Through Web videoconferencing, marketing researchers at a company's headquarters in
New York can look in on focus groups in Chicago or Paris without ever stepping onto a
plane. With only a few clicks of a mouse button, a direct marketer can tap into online data
services to learn anything from what car you drive to what you read to what flavor of ice
cream you prefer. Or, using today's powerful computers, marketers can create their own
detailed customer databases and use them to target individual customers with offers de
signed to meet their specific needs.

Digital technology has also brought a new wave of communication, advertising, and
relationship building tools-ranging from online advertising, video-sharing tools, and
cell phones to Web apps and online social networks. The digital shift means that marketers
can no longer expect consumers to always seek them out. Nor can they always control
conversations about their brands The new digital world makes it easy for consumers to
take marketing con tent that once lived only in advertising or on a brand Web site with
them wherever they go and share it with friends. More than just add-ons to traditional
marketing channels, the new digital media must be fully integrated into the marketer's
customer-relationship-building efforts. The most dramatic digital technology is the
Internet. The number of Internet users world wide now stands at more than 1.8 billion and
will reach an estimated 3.4 billion by 2015. On a typical day, 58 percent of American adults
check their e-mail, 50 percent use Google or another search engine to find information,
38percent get the news, 27 percent keep in touch with friends on social-networking sites
such as Facebook and Linkedin, and 19 percent watch a video on a video-sharing site such
as YouTube. And by 2020, many experts believe, the Internet will be accessed primarily via
a mobile device operated by voice, touch, and even thought or "mind controlled human-
computer interaction."
Whereas Web 1.0 connected people with information, the next generation Web 2.0 has
connected people with people, employing a fast-growing set of new Web technologies such
as blogs, social-networking sites, and video-sharing sites. (i.e. Web 3.0, starting now, puts all
these information and people connections together in ways that will make our Internet ex-
perience more relevant, useful, and enjoyable
In Web 3.0, small, fast, customizable Internet applications, accessed through multifunction
mobile devices, "will bring you a virtual world you can carry in your pocket. We will be
carrying our amusements with us-best music collections, video collections, instant news
access-all tailored to our preferences and perpetually updatable. And as this cooler stuff,
we won't be connecting to this new Web so much as walking around inside it."42 The
interactive, community-building nature of these new Web technologies makes them ideal
for relating with customers.

Online marketing is now the fastest-growing form of marketing. These days, it's hard to
find a company that doesn't use the Web in a significant way. In addition to the click-only
dot-corns, most traditional brick-and-mortar companies have now become "click-and
mortar" companies. They have ventured online to attract new customers and build
stronger relationships with existing ones. Today, more than 75 percent of American online
users use the Internet to shop. Business-to-business (B-to-B) online commerce is also
booming. It seems that almost every business has created shops on the Web.

Thus, the technology boom is providing exciting new opportunities for marketers.

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Chapter 7 – Update industry knowledge

Element of competency:

4.1 Conduct formal and informal research to update general knowledge of the industry
continuously
4.2 Monitor current issues of concern to the industry

4.1 Conduct formal and informal research to update general knowledge of

the industry continuously

4.2 Monitor current issues of concern to the industry

Staying up-to-date in an industry that’s constantly sifting isn’t easy, but being aware of
changes as they’re happening is important. Here are some suggestions how you can stay
up-to-date in the industry trends.

• Subscribe to trade journals

• Keep up with relevant consumer magazines
• Scan and engage in forums and discussion boards
• Check websites and blogs
• Read newspapers and news sites
• Attend workshops
• Watch videos
• Join network
• Observe your competitors
• Talk to your customer
• Track trends in your won business

Key marketing website that you can update your information includes:

• Adnews: www.adnews.com.au
• B&T : http://www.bandt.com.au
• Crikey: http://www.crikey.com.au
• Marketing: http://www.marketingmag.com.au
• Mediaweek: http://www. mediaweek.com.au
• mUmBRELLA: http://www.mubrella.com.au

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 Top marketing blogs on the web
hubspot.com Lots of content for every level of inbound marketer.
<<http://www.hubspot.com/>>
Sethgodin.typepad.com Seth is the god father of modern marketing.
Moz.com Moz's blog is one of the best resources out there on inbound
marketing. In-depth, practical advice delivered in a professional but
not too serious tone.
<https://moz.com/>

There are many more blogs that you can read. For more, see:
• ‘Inbound 50: the top 50 marketing blogs on the web’, Inbound,
<http://inbound.org/top/blogs>.

Here are some insights for the rise of content marketing in Australia. The article is attached
with this workbook (See Appendix 1)
• The Content marketing Institute, the Changing Landscape of Content Marketing
in Australia, http://contentmarketinginstitute.com/2014/11/australia-2015-
content-marketing-research/, accessed June 2016

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Chapter 8 – Update industry knowledge

Element of competency:

4.3 Share updated knowledge with client and colleagues

4.4 Incorporate updated knowledge into everyday activities related to typical work roles

4.3 Share updated knowledge with client and colleagues

4.4 Incorporate updated knowledge into everyday activities related to typical

work roles

Share research with clients and colleagues

Research needs to be shared in order to be useful. There are, of course, information
methods of gathering and sharing information, such as regular networking. There are a few
ways to chare.

• Share research information through writing a report

Structure of a typical report:

Title Page:

The title page should include the title of the report along with the name(s) of the client or
organization for whom the report is written. Also included on the title page should be the
name(s) of the author(s) of the report along with all pertinent information about them.

Table of Contents:

The table of contents lists the information contained in the report in the order in which it
will be found. All major topics of interest should be listed.

Executive Summary:

The executive summary should be a one to two page overview of the information contained
in the research report. It should give the reader an easy reference, in very brief form, to the
important information contained in the report and explained in more detail in the body of
the report. People attending a presentation of research or reading the report will use this
section as a reference during presentations and as a synopsis of the research done.

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Introduction:

The introduction should contain a brief overview of the problem being addressed and the
background information needed for the reader to understand the work being done and the
reasoning behind it. After reading the introduction, the reader should know exactly what
the report is about, why the research was conducted, and how this research adds to the
knowledge that the reader may have about the topic.

Overall goals:

The overall goals are what the person is trying to achieve through the research. It is the
desired end point of a project – the answer to the questions; the support for the hypothesis;
the determination of the success of the project.

Methodology:

A methodology is the approach taken to collect data for the research. It’s the methods and
procedures used to achieve the purpose and overall goals. For example, the project may
have used focus groups, online research and interviews to obtain the data for analysis and
to draw conclusions.

Findings:

The findings are the actual results of your research. Your findings should consist of a
detailed presentation of your interpretation of the statistics found relating to the study itself
and analysis of the resulting data collection. The judicious use of figures, tables and graphs is
encouraged when it is helpful to allow the reader to more easily understand the work being
presented. The findings section should include the following:

• Findings based only on results of the research not speculation

• In-depth explanation of all major findings
• Clear presentation of support for the findings

Conclusions and Recommendations:

Conclusions are broad generalizations that focus on addressing the research questions for
which the project was conducted. Recommendations are your choices for strategies or
tactics based on the conclusions that you have drawn. Quite often authors are tempted to
speculate on outcomes that cannot be supported by the research findings. Do not draw any
conclusions or make any recommendations that your research cannot clearly support.

References:

This section should be a listing of all existing information sources used in the research
project. It is important to allow the reader to see all of the sources used and enable the
reader to further explore those sources to verify the information presented.

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Appendices:

This section should include all supporting information from the research project that was
not included in the body of the report. You should include surveys, complex statistical
calculations, certain detailed tables and other such information in an appendix. The
information presented in this section is important to support the work presented in the
body of the report but would make it more difficult to read and understand if presented
within the body of the report.

• Share information through a presentation

In a business context, you will often be asked to present your report or findings. You will
need to use oral communication skills such appropriate use of body language, appropriate
tone, and use of appropriate vocabulary.

1. Show your Passion and Connect with your Audience

It’s hard to be relaxed and be yourself when you’re nervous. But time and again, the great
presenters say that the most important thing is to connect with your audience, and the best
way to do that is to let your passion for the subject shine through. Be honest with the
audience about what is important to you and why it matters.

2. Focus on your Audience’s Needs

Your presentation needs to be built around what your audience is going to get out of the
presentation. As you prepare the presentation, you always need to bear in mind what the
audience needs and wants to know, not what you can tell them. While you’re giving the
presentation, you also need to remain focused on your audience’s response, and react to
that. You need to make it easy for your audience to understand and respond.

3. Keep it Simple: Concentrate on your Core Message

When planning your presentation, you should always keep in mind the question:

• What is the key message (or three key points) for my audience to take away?

You should be able to communicate that key message very briefly. Some experts
recommend a 30-second ‘elevator summary’, others that you can write it on the back of a
business card, or say it in no more than 15 words. Whichever rule you choose, the important
thing is to keep your core message focused and brief.

And if what you are planning to say doesn’t contribute to that core message, don’t say it.

4. Smile and Make Eye Contact with your Audience

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This sounds very easy, but a surprisingly large number of presenters fail to do it.

If you smile and make eye contact, you are building rapport, which helps the audience to
connect with you and your subject. It also helps you to feel less nervous, because you are
talking to individuals, not to a great mass of unknown people.

To help you with this, make sure that you don’t turn down all the lights so that only the slide
screen is visible. Your audience needs to see you as well as your slides.

5. Start Strongly

The beginning of your presentation is crucial. You need to grab your audience’s attention
and hold it. They will give you a few minutes’ grace in which to entertain them, before they
start to switch off if you’re dull. So don’t waste that on explaining who you are. Start by
entertaining them. Try a story (see tip 7 below), or an attention-grabbing (but useful) image
on a slide.

6. Remember the 10-20-30 Rule for Slideshows

This is a tip from Guy Kawasaki of Apple. He suggests that slideshows should:

• Contain no more than 10 slides;

• Last no more than 20 minutes; and
• Use a font size of no less than 30 point.

This last is particularly important as it stops you trying to put too much information on any
one slide. This whole approach avoids the dreaded ‘Death by PowerPoint’.

As a general rule, slides should be the sideshow to you, the presenter. A good set of slides
should be no use without the presenter, and they should definitely contain less, rather than
more, information, expressed simply.

If you need to provide more information, create a bespoke handout and give it
out after your presentation.

7. Tell Stories

Human beings are programmed to respond to stories.

Stories help us to pay attention, and also to remember things. If you can use stories in your
presentation, your audience is more likely to engage and to remember your points
afterwards. It is a good idea to start with a story, but there is a wider point too: you need
your presentation to act like a story.

Think about what story you are trying to tell your audience, and create your presentation to
tell it.

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8. Use your Voice Effectively

The spoken word is actually a pretty inefficient means of communication, because it uses
only one of your audience’s five senses. That’s why presenters tend to use visual aids, too.
But you can help to make the spoken word better by using your voice effectively.

Varying the speed at which you talk, and emphasising changes in pitch and tone all help to
make your voice more interesting and hold your audience’s attention.

9. Use your Body Too

It has been estimated that more than three quarters of communication is non-verbal.

That means that as well as your tone of voice, your body language is crucial to getting your
message across. Make sure that you are giving the right messages: body language to avoid
includes crossed arms, hands held behind your back or in your pockets, and pacing the
stage.

Make your gestures open and confident, and move naturally around the stage, and among
the audience too, if possible.

10. Relax, Breathe and Enjoy

If you find presenting difficult, it can be hard to be calm and relaxed about doing it.

One option is to start by concentrating on your breathing. Slow it down, and make sure that
you’re breathing fully. Make sure that you continue to pause for breath occasionally during
your presentation too.

If you can bring yourself to relax, you will almost certainly present better. If you can actually
start to enjoy yourself, your audience will respond to that, and engage better. Your
presentations will improve exponentially, and so will your confidence. It’s well worth a try.

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Appendix 1: Content marketing in Australia

The Changing Landscape of Content Marketing in Australia

Each year we ask content marketers how effective they consider their organizations to be,
and this year we saw a dip in Australia. Why is this and what can be done? Our third annual
report, Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends – produced
with the Association for Data-driven Marketing and Advertising (ADMA) and sponsored by
Brightcove – provides insights.

Here are some highlights:

Feeling less effective – but there’s a solution in sight

This year, slightly fewer Australian marketers consider their companies effective at content
marketing (29% this year vs. 33% last year). However, the research shows that marketers
with a documented content marketing strategy fare better in this area: 44% of those who
possess a documented strategy say they are effective.

Tracking ROI is a challenge

Content marketing measurement is a big challenge for Australian marketers. Only 20% say
their organizations are successful at this; however, having a documented content marketing
strategy helps (33% of those who have one say they are successful at tracking ROI).

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Australian marketers are using fewer tactics

Compared with last year’s results, Australian marketers are using fewer content marketing
tactics on average (12 this year vs. 13 last year). As was the case last year, the top three
tactics are social media content other than blogs (86%), articles on your website (85%), and
e-newsletters (83%). Blog usage decreased the most (from 80% last year to 68% this year).
Infographics usage increased the most (from 43% last year to 61% this year).

However, 73% of marketers with a documented content marketing strategy plan to increase
spending, as do 70% of marketers who work for enterprise organizations.

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Strategy and company size impact content marketing budgets

Sixty-three percent of Australian marketers said they plan to increase their content
marketing budget during the next 12 months, a decrease from 69% last year.

Many initiatives are audience-centered

New for this year, we asked marketers about the initiatives they’re working on – and which
ones they plan to begin within 12 months. We learned that Australian marketers are
working on a high number of initiatives – 14 on average – and plan to add nine more (on
average) over the next year. A high percentage of respondents are focused on audience-
centered initiatives, such as developing a better understanding of what content is effective,
creating more engaging content, and gaining a better understanding of their audience.

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81
Summary
In this work book, first we discussed hot to seek information on the structure and operation
of the marketing communication industry; identify and access sources of information on the
marketing communications industry; obtain information on marketing communications
industry sectors, associations, networks and societal role; identify and access information on
key stakeholders; and apply industry information appropriately in everyday activities related
to typical work roles.

Secondly we discussed hot to obtain information regarding employment obligations and

opportunities relevant to the marketing communications industry. You should also be able
to apply information on employment opportunities and obligations in everyday activities
related to typical work roles.

Lastly we discussed how to research developments for marketing communications within

digital communications technology and scope the relative impact of new and alternative
technologies on the industry. You should also be able to apply information on future trends,
conduct formal and informal research to update general knowledge of the industry
continuously, monitor current issues of concern to the industry, share updated knowledge
with client and colleagues, and incorporate updated knowledge into everyday activities
related to typical work roles.

82
References
• Seek, Digital Marketing Specialist job advertisement article,
http://www.seek.com.au/job/31219758?pos=7&ref=beta&tier=no_tier&type=stand
out&userqueryid=83653105d28ab88866245ea9d9565873-5287504&whereid=3000,
accessed June 2016
• Marketing, website article: https://www.marketingmag.com.au/news-c/demand-for-
digital-marketing-specialists-to-increase-in-2015-hays/, accessed June 2016
• Australian Competition & Consumer Commission, Advertising and selling guide,
https://www.accc.gov.au/publications/advertising-selling/advertising-and-selling-
guide/avoid-misleading-or-deceptive-claims-or-conduct/misleading-or-deceptive-
conduct, accessed June 2016
• Smart Insight, website article, http://www.smartinsights.com/managing-digital-
marketing/marketing-innovation/marketing-trends-2016/, accessed June
2016
• SKILLSYOUNEED, website article, http://www.skillsyouneed.com/, accessed June
2016
• Principal of marketing 14th edition, G Armstrong & P Kotler.
• Forbes, http://www.forbes.com, accessed June 2016
• Queensland Government, Business and Industry portal,
https://www.business.qld.gov.au/, accessed June 2016

83