This document describes skills and knowledge for optimizing digital media impact in marketing communications. It applies to individuals working in marketing roles responsible for developing and implementing client solutions in digital media. Key areas covered include analyzing digital media impact, establishing an experimentation framework to test digital channels and interactions, creating optimized digital channels using current tools and technologies, supporting channel strategies, and evaluating effectiveness of digital impact.
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The New Collaboration Model and the Future of WorkflowNuxeo
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To view all sysomos webinar and sign up for future ones please visit sysomos.com/webinars.
If you'd like to view a recording of this webinar please visit sysomos.com/webinars/sysomos-expion.
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Microsoft Dynamics 365 for Customer Service. Care. Everywhere. An increasingly connected digital world has changed the way customers engage with brands. Get in Touch for Microsoft Dynamics 365 for Customer Service Partner & Demo- https://www.dynamicssquare.com.au/dynamics-365-customer-service/
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Microsoft Dynamics 365 for Customer Service. Care. Everywhere. An increasingly connected digital world has changed the way customers engage with brands. Get in Touch for Microsoft Dynamics 365 for Customer Service Partner & Demo- https://www.dynamicssquare.com.au/dynamics-365-customer-service/
This company is IT Company. We do Digital Marketing, Website Development & Designing, App Development &Designing and other IT works. This is the best company. It was formed to provide IT services to the global market place and is owned and managed by a group of IT and Management Professionals. It was formed to provide IT services to the global market place and is owned and managed by a group of IT and Management Professionals. We develop products to provide the best technologies to develop people their business well and gain the best and competitive advantage with opening new markets. Our company has a team for providing the best services in Software and Web Applications. Our it company for Software Development, Website Development, Web Hosting, Web Designing, Search Engine Optimization, Mobile Solutions and lot many IT and IT Enabled Services.
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2. Optimise digital media impact
Unit Sector
Business Development – Marketing
Application
This unit describes the skills and knowledge required to optimise
digital media impact for application within the context of marketing
communications.
It applies to individuals working in a variety of marketing
communications occupational roles who have responsibility for
developing and implementing client solutions within the digital
communications space. Individuals may work individually or as part
of a multidisciplinary team.
No licensing, legislative or certification requirements apply to this
unit at the time of publication.
sarfrax.ashraf@gmail.com
3. Definition: Business Directory
Digitised content - text, graphics, audio, and video -
that can be transmitted over internet or computer
networks
What is digital media
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4. Media are tools we use to communicate
“Media" is for communicating with more than just one
person. Traditional examples include:
• Books
• Magazines
• Newspapers
• Film
• Radio
• Television
Defining digital media
sarfrax.ashraf@gmail.com
5. Digital relates to the use of computers
• Digital is a technical definition and relates to the
use of computers – with their "binary" language of
on/off, 1/zero, bits and bytes
• This is the digital world and includes computers, the
software to run them, and the movement and
storage of digital information via networks and
storage (hard drives and cloud services)
Defining digital media
sarfrax.ashraf@gmail.com
6. Digital media is two important elements together
that have been made possible by the combination of
computers, software, and networks to form:
Interactivity
Group forming
Defining digital media
sarfrax.ashraf@gmail.com
7. Interactivity made possible
• Most computer networks are bi-directional and
addressable
• You can specify where your message is to go, and
get a return message right away
• This is a feature that is built into the telephone, but
most mass media are one-way, or broadcast, media.
• They are engineered to deliver the same message
to many people at once, but they don’t provide for
any return messages
Defining digital media
sarfrax.ashraf@gmail.com
8. Digital media networks are different
You can still send the same message to many people
(e.g., Netflix, or streaming radio, or just a simple web
page), but you can also have interaction ranging from
minor elements (choosing shows and rating them on
Netflix) to major components (posting pictures and
comments on other peoples’ photos on Flickr)
Defining digital media
sarfrax.ashraf@gmail.com
9. Digital Media is based on software
• The people participating in the network can organize
themselves into ad-hoc and arbitrary groups.
• This is most obviously seen in Facebook, where you can
instantly and easily create a new group around any sort
of topic
• These "group forming" networks have enormous value
since they help us coordinate, communicate, and
collaborate on projects large and small – from parties to
promotion of brands
Defining digital media
sarfrax.ashraf@gmail.com
10. • The most important parts of digital media are not
simply the conversion of regular media to digital
formats
• It is about unleashing tremendous value for society
– taking advantage of these new capabilities
relating to interactivity and group forming
Benefits of digital media
sarfrax.ashraf@gmail.com
11. Determine measurable impact
objectives for digital media
• Specific – what is your main goal?
• Measurable – how will you measure the success?
• Achievable – is it within possible reach?
• Realistic – do you have the resources available?
• Timeframe – what is the set planning & completion time?
Analyse digital media impact
sarfrax.ashraf@gmail.com
12. • Review and deliver insights from online and offline
channel data and assess what the data tells us in
terms of how people are using the media
• Identify if there are any gaps in engagement and
expectations from what your objectives are
Analyse digital media impact
sarfrax.ashraf@gmail.com
13. Identify tools and technologies accessed by
customers such as:
• Apps
• Storage devices
• Social media
• Websites
• Live Chats
Analyse digital media impact
sarfrax.ashraf@gmail.com
14. Clearly establish audience engagement
characteristics, expectations
and responses:
• Where do they engage?
• Do they engage on multiple media platforms?
• To what level to they interact? e.g. Like, Share, or
comment, act
• How long do they hold their attention before they
move on?
Analyse digital media impact
sarfrax.ashraf@gmail.com
15. • Design, build, and test a learning
environment using industry tools
and technologies
• Consider what is relevant to your
industry and your target audience
• Prepare a number of strategies for
rapid real-time response, and rapid
change
Establish an experimentation framework
sarfrax.ashraf@gmail.com
16. Model channel interaction options and test
interaction with target groups:
• Is the media channel reaching the correct target?
• Is the reach higher or low than expected?
• What is the response ratio?
• What is the uptake in terms of your objectives?
Establish an experimentation framework
sarfrax.ashraf@gmail.com
17. Learn and adapt rapidly to changing customer
expectations and interactions, our customers will
base their experience on:
• Speed
• Reliability
• Transparency
• Trust
• Brand
• Delivery
Establish an experimentation framework
sarfrax.ashraf@gmail.com
18. Ensure channels are established using current industry
tools and technologies:
• What media channels are current?
• What media channels are relevant?
• What is the trend?
• What is suitable to your:
o industry
o brand
o product/service
o customers and prospects
Create optimised digital channels
sarfrax.ashraf@gmail.com
19. • Enable that there is visibility of the customer
journey in the digital environments
• Utilise tools and technologies for visualisations,
dashboards and reports for a unified view across
multiple digital platforms
Create optimised digital channels
sarfrax.ashraf@gmail.com
20. • Work effectively with other experts as part of a
multi- disciplinary network
• Enable the ability of rapid change to process and
interventions to match real-time customer
requirements
Support channel strategies
sarfrax.ashraf@gmail.com
21. Collate digital data on customer engagement,
conversations and conversions and access
What is working well and what is non responsive?
Evaluate effectiveness of digital impact
sarfrax.ashraf@gmail.com
22. • Moderate the collected data to identify exceptions
from agreed performance in your objectives
• Document any issues that may have occurred
• Document any recommendations to improve
further digital media optimisation in future
campaigns
Evaluate effectiveness of digital impact
sarfrax.ashraf@gmail.com