Plan and deliver digital marketing campaigns for your organisation
URN: INSDGM002
Business Sectors (Suites): Digital Marketing
Developed by: Skills CFA
Approved on:
03 Mar 2021
Overview
This standard is part of the digital marketing competence area related to the principles and theories of digital marketing. It covers content creation, planning and delivering digital marketing campaigns in relation to a marketing strategy. This standard is for Digital Marketing professionals who are involved in planning and delivering digital marketing campaigns.
Performance criteria
You must be able to:
- identify the goals for the digital marketing campaigns
- identify your target audiences and the type of campaign for implementation
- identify and agree the key performance indicators (KPIs) for marketing campaigns
- review previous digital marketing campaigns for comparison and lessons learnt
- collate and analyse your competitors' digital marketing campaigns
- define the message for your digital marketing campaign and plan the content creation
- plan marketing campaigns in accordance with agreed budget and time scales
- identify a medium, relevant channels or platforms for running the campaigns
- develop integrated digital marketing campaigns from concept to execution
- use performance or search metrics to identify trends and insights
- optimise performance of digital marketing campaigns
- analyse return on investment (ROI) ratio
- measure and evaluate the performance of digital marketing campaigns against set objectives
- report on the impact of digital marketing campaigns and identify the areas for improvement
- review the objectives of digital marketing campaigns based on previous reports
- comply with legal, regulatory and ethical requirements relating to running digital marketing campaigns
Knowledge and Understanding
You need to know and understand:
- the marketing strategy of your organisation
- the target audiences
- the range of products or services offered or available at your organisation
- how to set goals for marketing campaigns
- the types of marketing campaigns
- the key performance indicators (KPIs) and return on investment (ROI) for marketing campaigns
- the budgets and time scales for digital marketing campaigns
- your organisation's previous marketing campaigns
- your competitors' marketing campaigns
- how to define the message and develop the content for marketing campaign
- how to develop the campaign from the concept to execution
- the range of social mediums, channels and platforms for running the campaigns
- the strategic factors for choosing the relevant social medium, channel or platform for running the campaign
- how to ensure your campaigns engage, inform and motivate the target audiences
- the pre-set cost controls and target response rates
- the trends of insights arising as a result of analysis of campaigns against set objectives
- the methods of optimisation of spend and performance of digital marketing campaigns
- tools and methods to monitor and measure the impact of digital marketing campaigns
- the importance of regularly reviewing the marketing campaigns' performance
- the legal, regulatory and ethical requirements relating to running digital marketing campaigns
Scope/range
Scope Performance
Scope Knowledge
Values
Behaviours
Skills
- analytical
- methodical
- logical
- organised
- communication
- collaborating
- problem solving
- sense making
- innovative
- evaluate
- keeping to deadlines
Glossary
Links To Other NOS
External Links
Version Number
1
Indicative Review Date
30 Mar 2026
Validity
Current
Status
Original
Originating Organisation
Instructus
Original URN
N/A
Relevant Occupations
Digital Marketing Manager, Digital Marketing Specialist, Digital Marketing Executive, Digital Marketing Assistant, Digital Marketing Coocrdinator, Digital Marketing Officer, Digital Marketing Lead, Digital Marketing Occupations
SOC Code
3554
Keywords
products and services, digital marketing, marketing campaigns, email campaigns, social media campaigns, display advertising campaigns, seasonal campaigns, product-specific campaigns, brand-awareness, re-branding, B2B, B2C, analysis, KPI, ROI