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:

  1. identify the goals for the digital marketing campaigns
  2. identify your target audiences and the type of campaign for implementation
  3. identify and agree the key performance indicators (KPIs) for marketing campaigns
  4. review previous digital marketing campaigns for comparison and lessons learnt
  5. collate and analyse your competitors' digital marketing campaigns
  6. define the message for your digital marketing campaign and plan the content creation
  7. plan marketing campaigns in accordance with agreed budget and time scales
  8. identify a medium, relevant channels or platforms for running the campaigns
  9. develop integrated digital marketing campaigns from concept to execution
  10. use performance or search metrics to identify trends and insights
  11. optimise performance of digital marketing campaigns
  12. analyse return on investment (ROI) ratio
  13. measure and evaluate the performance of digital marketing campaigns against set objectives
  14. report on the impact of digital marketing campaigns and identify the areas for improvement
  15. review the objectives of digital marketing campaigns based on previous reports
  16. comply with legal, regulatory and ethical requirements relating to running digital marketing campaigns

Knowledge and Understanding

You need to know and understand:

  1. the marketing strategy of your organisation
  2. the target audiences
  3. the range of products or services offered or available at your organisation
  4. how to set goals for marketing campaigns
  5. the types of marketing campaigns
  6. the key performance indicators (KPIs) and return on investment (ROI) for marketing campaigns
  7. the budgets and time scales for digital marketing campaigns
  8. your organisation's previous marketing campaigns
  9. your competitors' marketing campaigns
  10. how to define the message and develop the content for marketing campaign
  11. how to develop the campaign from the concept to execution
  12. the range of social mediums, channels and platforms for running the campaigns
  13. the strategic factors for choosing the relevant social medium, channel or platform for running the campaign
  14. how to ensure your campaigns engage, inform and motivate the target audiences
  15. the pre-set cost controls and target response rates
  16. the trends of insights arising as a result of analysis of campaigns against set objectives
  17. the methods of optimisation of spend and performance of digital marketing campaigns
  18. tools and methods to monitor and measure the impact of digital marketing campaigns
  19. the importance of regularly reviewing the marketing campaigns' performance
  20. 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