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Maintain and promote brand’s online presence

URN: INSDGM005
Business Sectors (Suites): Digital Marketing
Developed by: Skills CFA
Approved on: 03 Mar 2021

Overview

This standard is part of competence area related to the promotion of digital marketing content, It covers maintaining and promoting brand's online presence. Your brand represents your organisation. You build and maintain the digital strategy to maintain brand loyalty from your customer base.  Your online presence consists of visual elements and copy which reflects your brand identity and values. You also maintain all digital marketing collateral, manage online media channels and monitor regulatory, legal and ethical compliance. This standard is for Digital Marketing professionals who are involved in maintaining and promote brand's online presence.

Performance criteria

You must be able to:

  1. maintain and promote your organisation's digital presence  
  2. define your brand's digital strategy for your target audiences
  3. ensure your direct marketing content is unique
  4. develop digital content for your brand
  5. develop the relevant digital marketing content and keep the content  up to date
  6. identify and maintain promotional channels for your brand
  7. ensure your website reflects your brand identity and values
  8. engage with social media influencers to promote your brand
  9. follow the legal, regulatory and ethical requirements relating to marketing activities

Knowledge and Understanding

You need to know and understand:

  1. your organisation's values, key message and mission statement
  2. the digital brand strategy
  3. the target audiences for your brand
  4. your brand identity and its salience in the marketplace
  5. the visual content for your brand
  6. the relationship between digital platforms and their interface
  7. the wider implications of copyright breach, defamation, falling foul of the Advertising Standards Authority (ASA)
  8. the importance of ensuring your brand's unique identity and that it does not breach or replicate other existing brands
  9. the principles of creating digital marketing content
  10. why the digital content need to be kept current and updated on a regular basis
  11. the digital media channels for promotion of your brand
  12. your brand's performance and its optimisation on social media or a website
  13. how to engage with influencers on social media
  14. why it is important to review and update your digital presence on a regular basis
  15. the legal, regulatory and ethical requirements in relation to marketing activities

Scope/range

Scope Performance

Scope Knowledge

Values

Behaviours

Skills

  • analytical
  • methodical
  • organised
  • integrity
  • communication
  • storytelling
  • collaborating
  • problem solving
  • sense making
  • digital technology
  • creativity
  • 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, digital content, online marketing tools, marketing collateral, social media platforms, paid media, digital advertising campaigns, brand identity, brand equity, re-branding, analysis, digital platforms