BSBMKG439-Develop and apply knowledge of communications industry-Learner Guide V21

Week 1 Topics:  Introduction  What is communications industry?  Sources of information on the communications industry  Research identified sources of information and document outcomes Introduction This unit describes the skills and knowledge required to research, analyse, and apply knowledge of the communications industry. This includes the marketing communications industries. The unit applies to individuals in entry-level positions who have a general knowledge of the structure, organisation, and function of the communications industry. Individuals in this role may have a limited leadership and guidance responsibility to others. What is communications industry? Communications industry is the business of conveying information. The practice and study of communication includes a wide variety of industries that may include: BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 3 Education Research Public relations Advertisin g Publishing Digital media

Further Reading The Future of the Communications Industry https://www.theschooloflife.com/thebookoflife/the-future-of-the- communications-industry/ Video Owning the Future of the Communications Industry https://www.youtube.com/watch?v=-EBNXB2Qa0k <iframe width="560" height="315" src="https://www.youtube.com/embed/- EBNXB2Qa0k" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> Sources of information on the communications industry To gain additional knowledge on the marketing communications industry for your professional needs you should first understand how you will need to apply this. You should be fully aware of:  Your business industry (locally and/or globally)  The organisation that you work for (what is does and what it wants to achieve)  The location(s) of your business operations (environmental influences)  The products/services or features that your organisation offers  Your competitors and the market share (the impact this has and how you can improve)  Your audience (knowing who they are so communications can be appropriately marketed). The ability to collect and the cost of collecting the different forms of information vary greatly. It is collection of primary data, external to the firm, which is the most difficult/costly to access and collect. Creditability allows companies to market new products with less risk. Manufacturers with good brand images prefer to give new products the existing brand name to get quick acceptance from consumers. The perceived honesty and objectivity of the source of communication has a huge influence in the acceptance of the message. If the source is well respected and highly thought of by the intended consumer (audience), the message is much more likely to be believed. BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 6

The perceived …. And…. of the source of communication has a huge influence in the acceptance of the message. Suggested Answer:  context-specific  gathering and processing  opportunities  honesty and objectivity Video Credible Source: Five tips to determine if your source is credible https://www.youtube.com/watch?v=tdcmjPR7Ntw <iframe width="560" height="315" src="https://www.youtube.com/embed/tdcmjPR7Ntw" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> Research identified sources of information and document outcomes There are three primary types of marketing information marketers use to gain insights that will contribute to profitable marketing choices: Internal Data Internal data consists of the information companies collect about their customers and prospective customers, typically as part of their internal operations. BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 9 Internal data Competitiv e intelligenc e Marketing research

Common subjects for marketing research include: Marketing research projects may be large or small in terms of time, scope, cost, and resources involved. With a simple project, it could take an in-house marketer just a few hours to formulate research questions and analyse a data set from internal or secondary data sources, with no external costs. Complex marketing research projects may take longer than a year to complete and cost hundreds of thousands of dollars paid to research firms that specialize in particular markets or types of research. Further Reading Sources of Marketing Research: Internal and External Sources of Marketing Research https://www.yourarticlelibrary.com/marketing/sources-of-marketing- research-a-internal-b-external-sources-of-marketing-research/25860 Video Market Research: The Difference Between Primary and Secondary Sources BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 12 Environmental factors Health of the economy Legal environmen t Market trends Technology Cultural Factors Customer behaviour Customer attitudes Customer needs Satisfaction levels Preferences Product research Gap analysis Concept testing Sizing the market Testing product effectiveness Product naming and branding Product positioning Promotion research Market segmentati on Messaging and communicati on Advertising Media testing Events Packaging and display testing Corporate research Brand building Research and Developme nt Mergers and aquisitions Strategic partnership Corporate planning Prfitibility

 Australian Marketing Institute (AMI) – professional association to support and advance the marketing profession http://ami.org.au  Australian Association of National Advertisers – guides companies and individuals in providing ethical and high standard advertising, while protecting consumer rights http://aana.com.au/  Australian Association of Social Marketers – the peak body for social marketing practice http://www.aasm.org.au/  Australian Direct Marketing Association (ADMA) -the leading association for responsible direct marketing http://adma.com.au  Australian Interactive Media Industry Association – the peak body for digital media http://www.aimia.com.au/  Australian Market and Social Research Society (AMSRS) – a not-for- profit association that assists professional in standards and ethics for market and social market research http://www.amsrs.com.au/  Australian Professional Services Marketing Association (APSMA) – deals with marketing and business development for the professional services sector http://www.apsma.com.au/  Communications Alliance Ltd – (took over policy and representation from the Internet Industry Association (IIA) in March 2014) provides guidance on communications for the telecommunications industry http://www.commsalliance.com.au/home  Interactive Advertising Bureau (IAB) – the peak trade association for online advertising https://www.iabaustralia.com.au  International Association of Business Communicators (IABC) –is a not-for-profit network of professionals for communications and provides guidance on interactive and integrated communications https://www.iabc.com/regions-chapters/  Public Relations Institute of Australia (PRIA) – is the national industry body for professional in public relations and communications http://www.pria.com.au/ Industry networks Industry networks for marketing communications provide a wealth of experience and knowledge that can be shared with those in the industry. These networks can be built up over time through the contact that you have with other professionals and can be helped using social/professional networking sites such as LinkedIn. Networking is important for working with information and making communications. Associations can also be a source of industry information and provide opportunities for networking, as shown further below. Further Reading BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 15

agency. Although it is a more cost-effective proposition to have an in-house department, the danger is that creative decisions are made by personnel in other departments of the organisation, who may not necessarily be best-qualified to do so. An external agency will give distance and allow creative decisions to be taken with the agency and the appointed organisational representative(s). This approach can be useful for setting-up creative projects and working on large campaigns. Video Role of Communications in the Digital Age https://www.youtube.com/watch?v=zFaUgSCQ-OA <iframe width="560" height="315" src="https://www.youtube.com/embed/zFaUgSCQ-OA" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> Reflection - Bring to class Conduct some online research on how communications industry helps move products, services, and ideas from manufacturers to end users and builds and maintains relationships with customers. Be prepared to discuss your answer in class. Who are the key stakeholders in communications industry? To identify and access information on stakeholders, you need to know who your stakeholders are. A stakeholder is any person, group or organisation that has an interest or concern in your organisation and its business. These can be internal or external to your organisation. Therefore, you need to identify which stakeholder information you will need to access for your working requirements. The stakeholders that you communicate with on a regular basis, or who are of prime importance or influence to you achieving a successful outcome, will be your key stakeholders. Stakeholders include:  Employees at the organisation  Business owners/shareholders BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 18

 Access to personal information  Correction of personal information. Other legislation Other considerations that you made need to be aware of for handling information are state/territory laws applicable to your area, e.g. the Information Privacy Act 2014 (ACT); there may also be specific business industry related legislation. Other legislation you may need to consider includes: In your communications, you should also make sure that you do not discriminate against others and cause offense. In Australia, the following anti-discrimination laws apply: You must follow these laws when doing marketing research and when implementing your campaigns. You cannot discriminate against individuals based on characteristics like age, gender, disability and race and you must afford everyone equal opportunities. Further Reading BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 21 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 1986 Disability Discrimination Act 1992 Racial Discrimination Act 1975 Sex Discrimination Act 1984.

Building Bridges with Your Stakeholders https://www.swiftdigital.com.au/blog/stakeholders/ The 10 Types of Stakeholders That You Meet in Business https://www.activecampaign.com/blog/types-of-stakeholders Technological developments, trends, and issues of the communications industry Developments in the field of communication technology are helping in the enhancement of exchange of thoughts, data, information, and other information. The emerging communication technologies are allowing people to communicate easily from one corner to another corner of the world. All the organizations having a goal to maintain itself on the top, stay on the top trends, and set up adequately. They keep steady over the new patterns and get ready as needs are. Besides, they should stay watchful by having a look at these developments on a regular basis. The communications sector is a critical enabler of economic and social activity. Communications technology touches and transforms everyone’s lives. While communications have always been necessary to ‘doing business’, the rapid diffusion of communications technologies is changing business models and driving business innovation throughout the economy and opening business opportunities in new areas. Key developments in the sector There are three fundamental changes in technological developments that are having far-reaching impacts on the consumption of communications services, and on firms in the sector: Furthermore, these changes are driving divergent trends within the sector with uneven impacts between parts of the sector, particularly in production. The merging of media content and communications technology BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 22 Merging of media content and communications technology Increasing ubiquity of online platforms Emergence of over-the-top (OTT) services

While the merging of media content and communications technologies is not a new phenomenon, the greater availability of high-speed broadband, emergence of OTT providers and changing business models within the communications sector has resulted in broadcasters and carriers alike looking to cross-platform delivery as a business necessity. A further key development within the sector has been the rise of internet platforms and intermediaries. Internet intermediaries are firms that provide or facilitate transactions between third parties over the internet, thereby creating value through connecting users on a shared platform and capturing value through charging for access. Internet intermediaries include: Unlike physical enabling telecommunications infrastructure, which is largely constrained by national borders, internet platform services operate in a global marketplace, and are traditionally run by large, multinational firms. A number of the world’s most valuable companies provide internet platforms which enable and encourage third parties to create and share value including: They have experimented with several ways to monetise its social media network through platforms and plans to expand its messenger service to allow businesses to create ‘chatbots’ to help facilitate greater online transactions. BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 23 Data processing and web hosting providers Internet search engines and portals E-commerce intermediaries Internet payment systems Participative networking platforms Faceboo k Amazon Google Apple

Emergence of over-the-top services Over-the-top, or OTT, refers to applications and services which are accessible over the internet, without any direct influence or control from network operators or internet service providers. Over-the-top services include: In recent years, OTT services have begun to alter the shape of the sector by providing richer communications services that combine text and voice with video and images that have several usages including: The effects have been most acute in voice, messaging and televised services. The impacts on the sector BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 24 Communications services such as voice and messaging (e.g. Skype, WhatsApp) Advertising services such as searches and social media ads (e.g. Google and Facebook) Content, e.g. television and music (e.g. Netflix, Stan) Cloud-based storage or computer processing (e.g. Dropbox) facilitating mobility

As new technologies and online platforms emerge, new business models are created, which challenges traditional communication providers and circumvents longstanding arrangements. The greater availability of high-speed broadband, emergence of OTT providers and changing consumer tastes has resulted in broadcasters and carriers alike looking to cross-platform delivery as a business necessity. These impacts have differed within and between subsectors. While telecommunications continues to comprise around half of the sector, within that subsector the mix of services provided is changing with consumer demand. Broadcasting also faces increasing challenges in the shift to new technologies as OTT players displace traditional media. Telecommunications remains dominant With the emergence of new technologies and online platforms, telecommunications remains the strongest enabler of these new components of the sector. Australia’s telecommunications services industry is the largest revenue generator in the communications sector, accounting for approximately half of the sector’s output. The telecommunications industry currently consists of: Since the introduction of Australia’s first analogue mobile network in 1981, mobile technology has expanded to allow for the delivery of a broad range of services, including voice, messaging and internet access. While fixed-line revenues have been in decline over the last decade, the provision of mobile or wireless services has been an increasingly growing industry. Technology will continue the transformation and enabling effect of the sector. Some of these changes are already underway, others will have shorter timelines and more incremental effects while others will be over a longer time horizon and have a greater impact on the sector. Further Reading Technology & Communications: Trends and developments to look out for in 2018 https://www.twobirds.com/en/news/articles/2017/global/technology-and- communications-trends-and-developments-in-2018 BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 25 Fixed-line network operators Internet service providers Mobile operators

Video The 7 Biggest Technology Trends In 2020 Everyone Must Get Ready For Now https://www.youtube.com/watch?v=dNoeqow9RZM <iframe width="560" height="315" src="https://www.youtube.com/embed/dNoeqow9RZM" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> Question – Short Answer Answer the following questions (20 – 30 words) 1. List four (4) services provided by marketing associations. 2. List five (5) marketing associations in Australia. 3. Outline five (5) societal roles of communications industry. 4. List three (3) Organizational requirements for information use. 5. Name three (3) fundamental changes in technological developments impacting communications services. Answer: 1. Services include: • Industry information • Codes of practice • Legal requirements • Training opportunities 2. Associations include:  Australian Marketing Institute (AMI) – professional association to support and advance the marketing profession http://ami.org.au  Australian Association of National Advertisers – guides companies and individuals in providing ethical and high standard advertising, while protecting consumer rights http://aana.com.au/  Australian Association of Social Marketers – the peak body for social marketing practice http://www.aasm.org.au/  Australian Direct Marketing Association (ADMA) -the leading association for responsible direct marketing http://adma.com.au  Australian Interactive Media Industry Association – the peak body for digital media http://www.aimia.com.au/  Australian Market and Social Research Society (AMSRS) – a not-for-profit association that assists professional in standards and ethics for market and social market research http://www.amsrs.com.au/ BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 26

3. Roles include:  Giving awareness to the customers about organisations offerings  Strengthen experiences  Act as a differentiator  Giving product related information to its customers  Managing Consumer Expectations  Modelling consumer behaviour 4. Requirements include:  Information handling and storage  Observance to ethical practices  Observance to data privacy and confidentiality 5. Changes include:  Merging of media content and communications technology  Increasing ubiquity of online platforms  Emergence of over-the-top (OTT) services Week 3 Topics:  Task requirements for developing deliverables, with relevant personnel  Prepare deliverable according to organizational policies and procedures  Organize information included in the communications Task requirements for developing deliverables, with relevant personnel Marketing communications deliverables can be summarized as below: BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 27

Always ensure that you apply your knowledge and professional experience in your marketing communications activities each working day. Your activities may be varied and ad hoc, but an adherence to all ethical and legal requirements should be made. Everyday activities in marketing communications may include: Problem-solving Part of your activities may include solving problems. For example, problems may arise when managing and meeting work deadlines, such as providing media communications in response to a sudden change in your organisation’s business industry, and when coordinating campaigns and promotions. You may also BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 28 What you plan to produce (e.g., advertising, brochures, website, etc.) What you plan to run (e.g., events, trade shows, exhibitions, sponsorships, etc.) Employment opportunities and obligations (e.g., career pathways in the marketing industry) Business and marketing plans for communications and promotions Social media notices/comments Updating communications on the organisation’s website and intranet Responding to industry comments/trends (e.g. being interviewed by a trade publication) Press releases on organisational business activities Desining E-newsletters Sponsorship activities and relations Customer relations/events Addressing emerging opportunities for relations and communications

encounter problems in managing your business relationships and contacts, through rivalries and personality clashes. Due to the fast-paced environment and the need to be responsive, problems are inevitable in a marketing communications role; situations may change dramatically through internal and external impacts, for example, people change their minds and competitor activities may dictate actions. Dealing with problems quickly and appropriately will ensure that these are kept to a minimum and negate any unwanted effects. Effective ways of dealing with problems may include: Business and marketing plans Your plans should show clear objectives for meeting your marketing strategies. This may include plans for regular/known events and industry updates that are scheduled through the year. This will allow you to plan well-ahead to monitor and plan required activities. A detailed plan may include timeframes, work schedules including input from other people or agencies and expected outcomes. It should also include budget/costing requirements and approvals. Other marketing communications will be required without much prior notice and will need to be turned around fast – plans should include why actions are needed, what the actions will be and how these will be done. Features of marketing plans may include: Emerging opportunities Opportunities for improving your marketing communications are focused more on relationship-building with your business audience, on the public relations side of communications. BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 29 Facing them head-on Dealing with them quickly and decisively Overcoming them through plans and contingencies Methods and technologi es Strategie s to meet objective s Marketin g strategie s Sales forecasts Targets/ goals

The emerging trend is to look at your relationships and at how you can improve your methods, frequency and type of communications through the use of digital media. Building stronger and long-lasting relationships is essential to improving your accessibility and organisational presence to others. It is about reaching out to clients/consumers and the business market that your organisation is a part of and establishing good communication networks for conducting your business. Video What are the deliverables of brand strategy? https://www.youtube.com/watch?v=AzZNG4hmuOU <iframe width="560" height="315" src="https://www.youtube.com/embed/AzZNG4hmuOU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> Further Reading Marketing Deliverables in 4-Steps https://www.gomeditech.com/2017/02/marketing-deliverables-in-4- steps/ Prepare deliverable according to organizational policies and procedures Within the marketing communications industry, opportunities may exist in both a creative agency environment or directly in-house within an organisation’s own marketing department. An agency will have multiple clients and offer a more creative backdrop to your work – working with different clients can provide creative stimulation and networking opportunities. An agency can provide a structured and professional relationship that involves working to a given brief. Agencies often compete for clients, and this can mean that your clients and brands change. In-house marketing communications will offer the opportunity to work with one organisation, one brand and the chance to be fully involved with marketing and organisational strategy. Seeing the development of the organisation that you work for can be invigorating and provide a sense of real achievement. Which environment works best for you will depend upon your own aspirations. Career pathways in the marketing industry BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 30

 working ‘in-house’ or ‘client side’  working for an agency As you’ve seen, career paths in marketing are extremely diverse, including positions in product management, brand management, marketing consulting, advertising, sales, and market research analysis, to name just a few. Marketing roles are often defined by the size of the company and the number of products and, varies across organisations and sectors. At the smallest company size, a general marketer must do everything from shape the product to generate awareness. Typically, the first role hired for marketing focuses on developing and implementing strategic programs that increase a company’s customer base and brand presence. Then as the company grows and evolves over time, it is likely to add more specialised marketing roles to accommodate growing customer demand and communications needs. Job roles in marketing and communications Job roles in marketing and communication can be summarized in client and agency sides. Client side: Agency side: BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 31 Marketing Graduate Marketing Assistant Marketing executive Marketing Coordinator Digital marketing assistant Market Analyst Assistant/Junior Brand Manager Market researcher Public relations officer Social Media Officer/Assistant Campaign Coordinator

Reflection - Bring to class Conduct some research on a position that you are interested in from the list above. Explain the role and the skills required and post it to the online discussion forum. Be prepared to discuss in class. A popular marketing career path Most people start their marketing career as a Marketing Assistant regardless of whether they have taken the graduate or non-graduate entry route. The precise responsibilities of the Marketing Assistant varies from company to company and are largely determined by the size of the organisation by which you are employed and the importance of marketing within the company. For the most part your role will see you involved in all aspects of marketing. Getting started in marketing and communications BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 32 Media buyer

To succeed in marketing and communications industry you may benefit from the following opportunities: Further Reading How to become a marketer in Australia: careers in marketing: https://www.careerfaqs.com.au/careers/how-to-become-a-marketer-in- australia-careers-in-marketing Advertising and marketing professionals https://joboutlook.gov.au/occupations/occupation? occupationCode=2251 Apply knowledge of opportunities and obligations By ensuring you are fully informed on the obligations and requirements for working in marketing communications, you can apply this in your everyday activities and be fully compliant in your work. Applying your knowledge of legal and ethical requirements, codes of practice and industry standards will ensure that your work is professional and has integrity. It will also prevent you from making mistakes that reflect badly on your organisation, and on you. Opportunities in everyday activities The opportunities will be dependent upon ideas, available resources, your organisation’s/client’s approach to marketing and the budgets to carry these out. 11 Core disciplines of modern marketing BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 33 Graduate Programs Work experience LinkedIn Networking Volunteering Job websites Checking out company websites

Opportunities will exist in marketing strategy development and implementation – taking forward ideas to develop successful promotional opportunities. Media strategies may include:  Sending regular e-bulletins to your clients to boost sales  Public relations improvement strategies, e.g. improved interaction at client events  Creating and updating news/events pages on your organisation’s website to build on loyalty and organisational following  Promoting the organisation through the media, e.g. giving interviews on organisational activities and commenting on industry news. This will enable you to nurture the growth of the business through successful marketing approaches. There is also the opportunity to look at more creative approaches and solutions in your delivery of communications. This can include new branding, more ideas or the use of a creative agency to provide your advertising. Opportunities within an agency environment will be dependent upon your clients, their budget and their capacity to understand your visions. Video BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 34 1. Market Insight and Research 2. Marketing Communications 3. Brand Management 4. Public Relations (PR) and Communications 5. Digital Marketing 6. Social Media Marketing 7. Direct Marketing 8. Content Marketing 9. Advertising 10. Marketing Analytics 11. Internal Communications

The BEST Social Media Strategy for EVERY Business in 2021 https://www.youtube.com/watch?v=hXwQA3OWhaE <iframe width="560" height="315" src="https://www.youtube.com/embed/hXwQA3OWhaE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> Organize information included in the communications The purpose of marketing communications is to convey facts and ideas. To accomplish that purpose, each document has key components that need to be present in order for your reading audience to understand the message. These elements may seem simple to the point that you may question how any writer could neglect them. But if you take note of how often miscommunication and misunderstanding happen, particularly in written communications, you will realize that it happens all the time. Omission or neglect may be intentional, but it is often unintentional; the writer assumes (wrongly) that the reader will easily understand a concept, idea, or the meaning of the message. The degree to which you address these basic elements will increase the effectiveness of your documents. Each document must address the following: Variables for effectives communications may include: If you have these elements in mind as you prepare your document, it will be easier to decide what to write and in what order. They will also be useful when you are reviewing your document before delivering it. If your draft omits any one BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 35 Who What When Where How Why Education Culture Language Backgroun d

of these elements or addresses it in an unclear fashion, you will know what you need to do to fix it. Another way to approach organizing communication documents is with the classical proofs known as: Ethos Ethos, or your credibility, will come through with your choice of sources and authority on the subject(s). Logos Logos, or the logic of your thoughts represented across the document, will allow the audience to come to understand the relationships among who, what, where, when, and so forth. Pathos Pathos, or passion and enthusiasm, will be reflected in your design and content choices. If your fail to convey enthusiasm for the subject, the audience will not be interested. When organizing and managing information, as the communicator, you need to consider the following responsibilities toward the audience: BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 36 Ethos Logos Pathos

Fill in the blanks The degree to which you address the basic elements of organizing information will increase the …. of your documents. Ethos, or your…. , will come through with your choice of sources and authority on the subject(s). Logos, or …. represented across the document, will allow the audience to come to understand the relationships among who, what, where, when, and so forth. Pathos, or…. And…. , will be reflected in your design and content choices. Suggested Answer:  effectiveness  credibility  the logic of your thoughts  passion and enthusiasm Further Reading BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 37 Copyright, plagiarism, and intellectual property issues The need to adopt appropriate data-handling methods The need to keep systematic records The importance of storing and sharing information and data ethically Use of reference management software if appropriate to manage information Citing printed and electronic sources using suitable referencing styles Meeting standards of conduct for content integrity Using appropriate data management software and techniques to manage data

How to Organize Information and Tidy up Your Thoughts https://www.lifehack.org/854926/how-to-organize-information Question – Short Answer Answer the following questions (30 – 40 words) 1. Outline three (3) marketing communications deliverables and provide two (examples for each) 2. Outline five (5) activities in marketing communications. 3. List four (4) features of marketing plans. 4. List five (5) core disciplines in modern marketing. Answer: 1. Deliverables include: • What you plan to produce (e.g., advertising, brochures, website, etc.) • What you plan to run (e.g., events, trade shows, exhibitions, sponsorships, etc.) • Employment opportunities and obligations (e.g., career pathways in the marketing industry) 2. activities include:  Business and marketing plans for communications and promotions  Social media notices/comments  Updating communications on the organisation’s website and intranet  Responding to industry comments/trends (e.g. being interviewed by a trade publication)  Press releases on organisational business activities  Designing e-newsletters  Sponsorship activities and relations  Customer relations/events  Addressing emerging opportunities for relations and communications 3. Features include:  Targets/  goals  Sales forecasts  Marketing strategies  Strategies to meet objectives  Methods and technologies BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 38

4. Disciplines include:  1. Market Insight and Research  2. Marketing Communications  3. Brand Management  4. Public Relations (PR) and Communications  5. Digital Marketing  6. Social Media Marketing  7. Direct Marketing  8. Content Marketing  9. Advertising  10. Marketing Analytics  11. Internal Communications Changes include: Week 4 Topics:  Criteria for assessing communications  Share deliverable to relevant personnel  Seek feedback on deliverable from relevant personnel Criteria for assessing communications To communicate effectively, you need to present information in a way that suits your audience and, ultimately, achieves your communication goals. Factors to consider about your audience may include: Setting communication goals Setting clear communication goals is an important aspect of assessing its effectiveness. What do you want your communications to achieve in the long run? Goals represent the end aim of your effort. A goal is the ideal outcome – the improvement your organization strives BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 39 Who are you writing for or presenting to? What do they need to know? How do they wish to be communicated to: what methods or media?

to achieve in a community, region, or sector. Goals are typically long term – five to ten years in scope – and should reflect your organization’s mission and theory of change. Think of the big picture. Whether your communications are designed to support a goal for a specific program or a larger institutional goal, evaluation is essential to success. But first you need to clearly define the goal that your communication initiatives are supporting, as this will help you determine your evaluation approach. Examples for clear communication goals may include: Now that you have established what aspect of your communications you want to evaluate as well as your goal, the next step is to define your objective. Objectives are different from goals: they are more specific and have a shorter time frame, typically one to two years. Think of objectives as a series of benchmarks on the way to your goal. Well-defined objectives are crucial to guiding your communications evaluation. If you are clear about what results you want to achieve in the short term, it will be easier to assess whether your communications are leading to your long-term goal. Can I evaluate progress on several objectives at once? The worksheet is designed to evaluate one objective at a time. This will help you stay focused. However, if you decide to evaluate multiple objectives at the same time, make copies of the worksheet and fill one out for each objective. Later on, you may select an evaluation technique (such as a survey) to gather data for assessing multiple objectives. What’s the best way to pick the objective I want to evaluate? BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 40 Clear communication with no ambiguity High communication response rate Establishing good relationships with the audience Diverse communication delivery Sharing communication purpose with the stakeholders Using storytelling to be more relatable

Your objective should directly address the program or institutional goal you are pursuing. Avoid objectives that focus solely on you and your team, like “develop a communications plan” or “launch a website.” Always think in terms of your audience. Your objectives should be focused on the results you want to achieve with your audience on the way to your goal: advancing an issue with policymakers, changing people’s attitudes, securing new funding streams from donors and so on. Example of Goals and Objectives: When articulated your desired goal and objective, you need to pinpoint the audience(s) that will be the focus of your evaluation. Organizations often measure what is easy to count, such as how many publications they have sent out or how many people have visited their website. However, most communications are ultimately trying to move an audience; therefore, getting feedback from the right source is crucial for a good evaluation. The next step is to choose the techniques you will use to collect data to establish your baseline and track your milestones. Keep in mind that the techniques you pick will also impact your evaluation costs. Depending on the resources you have available for the evaluation, you may choose techniques that are less costly or that can help you monitor several milestones at once. You should also note that some of these techniques may require working with professional evaluators or training your staff to ensure proper application and accurate data interpretation. BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 41 By the end of year two, double the constituency of advocates for sustainable seafood choices in coastal states By the end of year one, increase by 50 percent the presence of messages about sustainable seafood choices in media outlets in coastal states. Objective 2 Consumers in coastal states demand and purchase sustainable seafood on a regular basis. Objective 1: Five year goal:

Some common evaluation techniques include: Intervi ews Interviewing consists of selecting a handful of individuals who represent the base of your audience and asking targeted yet open-ended questions. This will allow you to receive better insight into how people are responding to your communication activities. Focus Groups You may want to bring together a group of people from your audience to test new messages or have a directed group discussion about your communication activities. Unlike interviews, focus groups are moderated by a facilitator and allow people to bounce ideas off one another, building a richer set of data. There are professionals who specialize in conducting focus groups who can help you design one or more sessions tailored to your needs, as well as to analyse the results. Surveys – Online and In-Person Using simple and inexpensive technology, you can administer an online survey consisting primarily of multiple-choice questions. While you may be able to ask some open-ended questions, surveys are best for “checkbox” answers that garner quantitative data. Surveys can also be administered in person, allowing you to also observe the respondent and gather additional data based on his or her reactions to the questions. Observation You may want to observe individuals or groups to see how they are responding to certain messages. This is particularly useful with communication initiatives that involve participatory discussions, public forums and debates. Quantitative Data Collection Websites, blogs and other social networks allow you to collect useful data. For instance, on a website, you can track the number of daily or monthly visitors and page views. For blogs and social networks, you can track number of subscribers and number of comments left by visitors. Additionally, you can refer to online BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 42 Interviews Focus groups Surveys Observation Quantitative data collection Quantitative data analysis Content analysis

services that rank blogs’ popularity and use these ratings to compare your blog to others in the field. Quantitative Data Analysis While it may sound daunting, you can use the data collected from web tracking or media monitoring services to conduct statistical analysis of the possible relationships between your communication activities and external changes. Content Analysis To assess the quality and tone of your media coverage, or to review the content of specific programming that reaches your audience, this technique can provide powerful insights. However, the process is often time-consuming and the people carrying out the analysis need to be well-trained in the technique to ensure objectivity and consistency. Further Reading Measuring Internal Communications in the Workplace https://www.contactmonkey.com/blog/measure-communications Video Evaluating Information https://www.youtube.com/watch?v=Jc7PZUlSnBI <iframe width="560" height="315" src="https://www.youtube.com/embed/Jc7PZUlSnBI" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> Share deliverable to relevant personnel Aligning your team with your goals and strategies, so they can act quickly, is essential in communications success. Miscommunications are inevitable – especially with many teams working remote. However, there are two best practices you can follow to communicate strategy clearly with others. Let these two best practices guide how you approach your strategic communications: 1. Keep your message as simple and direct as possible The high-level strategy you need to communicate may be complex, with different inputs and concurrent projects, but the main objective should be easy to understand. When communicating your strategy to your entire team, focus on the main objective and the high-level milestones that need to be hit to get there. BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 43

Essentially, communicate the framework within which you need your team to operate to hit the main objective. You can go into more specific details when communicating with smaller teams or individual contributors. Depending on the size of your company, the industry you are in, or the nature of your project, the guidelines for how you reach your main objective may be stricter or more open. In cases where your guidelines are stricter, make sure to tie the steps back to the main objective. Meanwhile, in cases where the guidelines are less strict, you will need to guide your team on keeping their focus on the main objective, not getting distracted or veering off course. 2. Use visuals to make your communication more effective Visuals help make information more memorable. When it comes to explaining complex processes with multiple inputs, using text or verbal communication alone can often leave gaps in understanding. Research has been done to indicate that communicating with visuals helps to increase retention of information . BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 44

One way you can use visuals to make your communication more engaging AND effective is to visualize the main inputs of your strategy. Here’s an example of a simple visual that breaks down high-level goals (increase repeat customers by 31% and decrease CAC by 5% every month) into four strategic inputs: A visual like this can serve as a reference doc for your team, to help them stay aligned on the goals. You can include it in your plan and share it in weekly/monthly team meetings to keep it top of mind. Seek feedback on deliverable from relevant personnel To grow as a professional and have a thriving career, you need to have a clear idea of what you are doing well, what can be improved upon, and how your actions are being perceived. Without clear and honest feedback, there is no room for professional growth. Existing problems will be left to fester, you may be left feeling confused and frustrated. Even if you ask for feedback , many people may be hesitant to be absolutely honest with you. The process you follow for doing so is critical for creating an opportunity for truthful dialogue: BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 45

1. Define Goal(s) of Feedback: For most of us, the goal is to get a clear and accurate picture of the things we are doing well, the things we can improve upon, and suggestions for taking the proper steps to get there. Benefits of good feedback may include: You must be ready to receive the feedback you request. If you are not, you may be doing yourself a disservice. If in the process of obtaining comments and suggestions, you become defensive, or even if your demeanour changes slightly, you are sending the message to your reviewer that you are not open to receiving what they have to say. In the future, they will hold back, and eliciting honesty from them will be more difficult. Your goal should be to receive feedback with an open mind and a positive, accepting attitude. 2. Identify Right Feedback Givers Not everyone can provide the specific kind of feedback you are looking for. When determining who can offer the best constructive criticism, think about the people who have the most interaction with you daily. The more variety of position holders you can discuss your performance with, the more insightful the results will be. Everyone comes to work experiencing the environment with different perspectives. Feedback with more perspective may result in a well-rounded point of view regarding your path forward. Feedback should come from relevant stakeholders including: BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 46 Helping you avoid repeating the same destructive patterns in the workplace. Enabling you to grow as a manager, harnessing what you do well. Providing a path to improve upon in the areas of weakness.

Colleagues Solicit feedback from those colleagues who have an opportunity to see you in action on at least a near daily basis. They could be individuals you partner up within meaningful ways on tasks or those who see how you interact with your project teams regularly. Colleagues may be in the best position to offer you straightforward observations without fear of repercussion, as opposed to a non-manager since you are both on the same level. Team Members Anyone who contributes in communications projects you manage on a regular basis is a great source of useful feedback. However, you may need to approach them with the reassurance that you want to hear their honest opinion. Seek your favourite team member for feedback automatically does not benefit you. Choose team members of different positions and points of view to obtain well-rounded observations. Managers In many traditional working environments, the only time you are able to obtain quality feedback from your managers is during formal review time, which in many cases, happens only once a year. Clients Clients provide a unique perspective of your work since they interact more with the final product or service and your role in delivering it. They are outside looking in on your company, which means they can provide a picture of how the customer base, overall, views the face or your organization. How you represent your company image is just as important as the work you are performing every day internally. 3. Prepare Questions When you think about the kind of questions you want to ask your feedback providers, keep your goals in mind. What specific questions do you need to ask to achieve your goals? Suitable Questions For Team Members BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 47 Clients Managers Team members Colleague s,

A list of examples for asking suitable questions may include: 4. Ask for Feedback in the Right Way When the time comes to ask for feedback, you must be willing to accept the answers with an open mind. Perception is reality. So, you must be prepared to understand the work environment from their perspective. If you become defensive or affected negatively by comments other professionals provide, you will be far less likely to receive honest responses in the future. Further Reading Why employee feedback is important and how to give and receive it https://www.hotjar.com/blog/employee-feedback/ Reflection - Bring to class Conduct research on effective feedback mechanisms. Be prepared to discuss your answer in class. Question – Short Answer Answer the following questions (20 – 30 words) 1. Outline three (3) Factors to consider about your audience. 2. Outline five (5) examples for clear communication goals. 3. Outline five (5) common evaluation techniques. 4. List three (3) benefits of good feedback. Answer: 1. Factors include: • Who are you writing for or presenting to? • What do they need to know? • How do they wish to be communicated to: what methods or media? BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 48 What kind of actionable feedback can you provide? What are we doing well now? What can we do better in the future? What would you like to see from management in the next six months? Rate the communication effectiveness. In what ways can we be more effective in the future?

2. examples include:  Clear communication with no ambiguity  High communication response rate  Establishing good relationships with the audience  Diverse communication delivery  Sharing communication purpose with the stakeholders  Using storytelling to be more relatable 3. Techniques include:  Interviews  Focus groups  Surveys  Observation  Quantitative data collection  Quantitative data analysis  Content analysis 4. Benefits include:  Helping you avoid repeating the same destructive patterns in the workplace.  Enabling you to grow as a manager, harnessing what you do well.  Providing a path to improve upon in the areas of weakness. Week 5 Topics:  Include feedback to deliverable  Implement procedures for monitoring and updating information in communications industry Include feedback to deliverable Feedback is a powerful guide that can give your leadership team insights that chart a path forward for every part of a company — from product to customer support . That is especially important when it comes to customer satisfaction . Customers can transform every aspect of your company for the better if you listen to their feedback. Think about your most pressing goals and start with one clear, simple method for collecting customer feedback before expanding out to more complex tactics like usability testing and analytics. Once you have determined how you collect feedback and decided which feedback you want to pay attention to you need to consider how to transform feedback into something you can act on as a company. How can you take a jumble of feedback from open-ended questions and use it to inform your product roadmap? BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 49

Steps to take to have a prioritized list of insights you can act upon with confidence may include: 1. Collate your data First, collate all the open-ended customer feedback you want to analyse, plus key metadata about each customer, into a spreadsheet. Ideally, the metadata will include attributes such as how long the person has been a customer, how much they spend, the date the feedback data was submitted, and the source of the feedback e.g., open-ended customer survey question. Of course, you can use Intercom to help gather this data. Your column headings should look something like this: 2. Determine how to categorize the feedback A general rule that you can apply to help you make sense of customer feedback is to group it by: Feedback type BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 50 Collate your data Determine how to categorize the feedback Get a quick overview Code the feedback Refine your coding Calculate how popular each code is Summarize and share Feedback code Feedback theme Type of feedback

Categorizing your feedback into different types is particularly helpful if you’re dealing with unclassified feedback from your customer support team or situations where customers could write anything they liked in a survey field. Feedback theme Breaking feedback down into themes can be useful when you’re trying to make sense of a high volume of diverse feedback, so if your data set is small (roughly speaking, 50 pieces of feedback or less) then you may not need this. The themes you come up with will be unique to the actual feedback data you’ve received and will usually relate to aspects of the product. For example, let’s say you work on a popular product like Instagram and you’ve received a bunch of customer feedback. Your themes might look like a list of specific product features, like this:  Photostream  Stories  Mentions  Profile This type of categorization is particularly useful when you’re working in a situation where you’re likely to have to feed your insights back to multiple teams to take action on (i.e. if you have one team that works on Stream, another on Stories, etc). Sometimes themes can by team-related (e.g., customer support, sales, marketing) or they could be related to unmet needs that customers are experiencing. Try coming up with some themes and see if these types of categories are useful to you and the data you’re making sense of. Feedback code The purpose of the feedback code is to distill the raw feedback the customer has given you and rephrase it in a more concise, actionable way. Your goal is to make the feedback code descriptive enough so that someone unfamiliar with the project can understand the point the customer was making. The feedback code should also be as concise and true to the original customer feedback as possible. Your job is to distill the feedback as objectively as possible, whether you agree with it or not. Here is an example: BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 51

3. Get a quick overview You want to get a feel for the data before starting to codify it. Scan through the feedback to get a sense of how diverse the responses are. As a rule of thumb, if each customer is giving you quite different feedback, you will likely have to analyse a higher volume of feedback in order to see patterns and make it actionable. If you scan through the first 50 pieces of feedback and they all relate to a specific issue in your product, then you will likely have to review less. 4. Code the feedback Find a place you will not be disturbed and start reading through each piece of user feedback, carefully coding each row. The exact feedback codes you create will be specific to the product that the feedback relates to but here are a few analysis codes for some fictitious new feature requests to give you a flavour:  Assigning a task to multiple clients  Adding complex HTML to tasks  Adding or removing teammates from any screen  The ability to send emoji to clients If one piece of feedback is communicating multiple points (e.g. two different feature requests), it’s useful to capture these two separate points in separate columns. 5. Refine your coding Pay attention to the exact language people use. Issues that sound similar upon first glance might actually be separate issues. “As you read more feedback you realize that you need to break one popular code down into a couple of more specific codes”. For example, imagine you initially see a lot of customer feedback related to “Email issues”. However, when you read more feedback carefully, you realize that these break down into separate issues: “Email composer bug” and “Email delivery bug”, which are quite different. Sometimes, as you read more feedback you realize that you need to break one popular code down into a couple of more specific codes. For example, “More control over visual design” could be broken down into “Ability to add fonts” and “Ability to control the alignment of images.” Remember to go back and recode the earlier rows. 6. Calculate how popular each code is Once you have coded everything, the next step is to calculate the total amount of feedback per code. This will help you see which feedback is most common, and what the patterns are in your customer feedback. One super simple way to do this is to sort the data in your “feedback type”, “feedback theme” and “feedback code” columns alphabetically, which will group similar items together. Then highlight all cells that have the same feedback code, and a total count will appear in the right-hand corner of your spreadsheet. Create a summary table to record all the total counts for each feedback code. BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 52

“Which customers are complaining most about X? What’s the monthly spend of the customers demanding X new feature?” If you have between 100-500 pieces of feedback, add a new column next to your “Feedback code” column, and enter a “1” for each row that has the same feedback code (e.g., add a 1 next to all cells that say, “Ability to crop image”. Then add up how many times that code appears. Repeat for the other feedback codes. If you have a larger data set, you can create a pivot table to do these calculations. With large data sets, it is also valuable to dig deeper at this point and analyse the other customer attributes that you collected. Put the customer attributes (e.g., customer type, customer spend) into a spreadsheet and look for other correlations with the feedback you have received. For example, which customers are complaining most about X? What is the monthly spend of the customers demanding X new feature? 7. Summarize and share Create a summary of customer feedback data based on issue popularity and discuss it with your product team.  If you have got less than 50 pieces of feedback – summarize actionable feedback in a simple table or one-page doc.  A larger set of feedback can be broken down by the other variables we discussed earlier (“feedback type” and “feedback theme”). This will make it much easier for you to take the different buckets of feedback you’ve identified and channel them to different people in your company who can take action on the feedback. One of the most powerful things you can do with customer feedback is prioritization. Create a Top 10 list of feature requests or Top 10 customer issues that you can then use to inform your product roadmap. Turn customer feedback into better products 1. Look closely at who is providing feedback By asking for and collecting specifics such as company size, you can figure out whether the problem lies in your onboarding process for smaller accounts or the inherent usability for your base-level product. That information can also help you refine buyer personas. 2. Evaluate the effectiveness of your marketing plan Use feedback trends to better target your marketing campaigns. Are your ideal buyer personas reflected in the feedback you’re receiving? Is one particular market segment offering negative feedback? Adjust your messaging accordingly, or determine how to improve your product. 3. Focus on how your clients use your product BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 53

Chances are that your product can be used for more than one thing. It’s also likely that your clients aren’t using each product function equally. Some may use your chatbot facet, but not the file-sharing component. That is why it’s important to ask questions targeting functionality and use when collecting reviews. This feedback will help you uncover which product features your clients find most valuable, what features are missing, or even the feature users find most frustrating. Those insights can help you readily improve your product by understanding exactly where to focus your time and energy, and how to prioritize requests to your product development team. 4. Do not be shy about promoting product changes No matter whether it is re-skinning your website to adding entirely new features, a lot of resources are involved. You need to let your customers and reviewers know that you’re listening. Bring your efforts to collect, analyse, and respond to reviews (and implement customer-fuelled changes) full circle by promoting all of the improvements you make. That could mean everything from creating a targeted campaign to reviewers or an industry segment that overwhelmingly requested a feature you recently added, to a shift in your sales messaging to better highlight specific concerns related to onboarding. It is also beneficial to record response to product announcements and changes. You’ll discover customers who never mentioned a need for that change in their reviews but still find it valuable, which can help you better predict the types of future changes that will have a greater impact on your bottom line. Further Reading How to Achieve Organizational Change through Customer Feedback https://www.trustyou.com/blog/guest-feedback-reviews/how-to-achieve- organizational-change-through-customer-feedback Fill in the blanks Customers can …. every aspect of your company for the better if you listen to their…. Think about your most pressing goals and start with one clear, simple method for collecting customer feedback before expanding out to more complex tactics like … and …. Scan through the feedback to get a sense of how …. the responses are. Suggested Answer:  transform BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 54

 feedback  usability testing and analytics  diverse Procedures for monitoring and updating information in communications industry Monitoring is an important aspect of marketing communications and other marketing activities as it allows measurement of its effectiveness. Measurement might make some people nervous because it brings accountability into marketing activity. In fact, this step can be one of a marketer’s best friends. If you do not monitor and measure the impact of your marketing efforts, you will have no idea whether what you are doing is effective or not. On the other hand, if you do measure the impact, it will help you understand what is working, and where and how to improve your efforts. By nature, marketing is a dynamic field because markets change, and people change. What works beautifully this year may be a complete flop next year, and vice versa. Monitoring and measurement–and the results or “metrics” this process collects– are like a compass that helps marketers adjust course so they can reach their goals more quickly and effectively. To set procedures for monitoring and measuring marketing communication, marketers go through a process of identifying key performance indicators (often called KPIs). A KPI is a measurable item that indicates the progress an organization is making toward its business objectives. The KPI is not the same as the actual company goal or objective; instead, it is something measurable that helps managers understand how well they are progressing toward the goal. In a company, KPIs can be determined for many different levels of the organization. These KPIs may include: BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 55 Company-level KPIs Department-level KPIs Team-level KPIs Campaign-level KPIs Marketing tactic- level KPIs

Company-level KPIs: These indicate the overall company performance on company-wide goals, in terms of total revenue, profitability, customer-satisfaction rating, market share, or percentage of growth in the customer base. Department-level KPIs These track performance at the department level. For the marketing department, it might be brand awareness, the number of qualified new leads generated, cost per lead generated, or the conversion rate : the percentage of leads who are converted into customers. Team-level KPIs These track the impact and effectiveness of a team’s activities. A team focused on digital marketing, for example, might track KPIs such as email-marketing click rates, the number of Web-site visits, or SEO sales conversion rate: the percentage of individuals who come to the Web site via a search engine and result in a sale. Campaign-level KPIs These track the impact of individual campaigns. By tracking similar metrics across multiple campaigns, it is easy to see which ones are most effective with target audiences and then use this information to refine tactics and replicate successful approaches. Campaign-level KPIs are somewhat dependent on the campaign design; for example, campaigns typically track the “open” rate: i.e., how many people open an email message once it is delivered. If a campaign does not use email, the open rate doesn’t exist. However, there are some “common denominators” campaign metrics marketers can track across IMC activities to determine impact and progress. Cost per impression, impressions per campaign, and conversion rate are metrics that can be tracked for virtually any campaign. Marketing tactic-level KPIs These track the effectiveness of individual marketing tactics and tools. For example, content-marketing KPIs track the effectiveness of individual content pieces used on a Web site and in IMC campaigns. These metrics, such as page views per article and number of social media shares provide insight for marketers about which types of content are most popular with target customers and which content pieces get little interest. Different companies select different sets of KPIs, depending on what they are trying to accomplish and the strategies they are pursuing to reach their goals. At any given level, it is important to limit the total number of KPIs to those that are most essential and indicative of progress. If too many things are measured, managers have trouble prioritizing and homing in on what is most important. In addition to KPIs–which represent key, strategic indicators of progress–a company may also track a variety of other metrics to inform its operations. BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 56

Procedures for monitoring marketing communications and activities strategically Aligning with the customer is imperative for success. Getting there will require differentiation in data strategy, in technology and in every customer interaction. It requires particular focus on predictive analytics, data quality, actionable insights, technology and more. It also requires a rethinking of the marketing organisation, marketing management and culture of the business. Procedures for responding strategically may include Become more agile Marketers no longer have the luxury of long planning cycles. The new focal point for marketing will be what happens over the next hour or so – not in the next month or quarter. As such, the day-to-day operation of modern marketing has to be much more fluid which means faster adaption, shorter lead times and always- on, real-time marketing. Particularly with social media, new crises and opportunities can arise in a matter of hours and brands need a marketing team able to respond quickly, creatively and with senior support able to sign-off ideas quickly. Even less urgent interactions with the market are more dynamic in the digital domain as the landscape of potential buyers and competitors changes rapidly. This trend has led to a new concept called ‘agile marketing’ (or marketing agility). It is essentially a framework for incorporating performance marketing, social media marketing, content marketing, conversion optimisation, and other responsive, data-driven approaches into the ‘operating system’ of the organisation. For agile marketing you need proper resources: a creative team able to whip up brilliant content at any time of day, and the proper tools in place to listen to social media feeds and ensure you remain alert to relevant topics. Mobile first mindset Brands need to optimise their organisation’s entire digital presence for mobile devices and focus on how they can create a more personalised experience with consumers. This is no longer a ‘nice to have’; it’s a necessity and investment in BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 57 Becoming more agile Mobile first mindset Be a marketing technologist Content first Put customer experience at the centre of everything

the future. As future marketers, you need to decide as a matter of urgency, whether or not to build a mobile app for the business or support a great mobile presence through responsive design. Be a marketing technologist Good marketing management now also incorporates good technology management. Not every marketer needs to be a software developer, but you must become software-savvy. The choice of which marketing software to adopt, and creative ideas for how to use it, are powerful sources of differentiation and competitive advantage. Marketers even at the entry level will need to research the best platforms and tools to help connect with customers and deliver a great customer experience. For example, if the target audience prefers to purchase online, this should impact where the business spends its marketing budget. Content first Today, there is nothing more important for marketers than planning marketing strategies around creating deeper relationships and stronger connections with customers, to generate leads and profit. In order to truly connect with audiences, organisations must put a clear content strategy in place to ensure consistency and relevance. Marketers must prioritise quality over quantity and remain focused on generating content that is valuable for the target audience in order to drive high engagement. This is critical for delivering future success. Customising content to suit each channel and using more visual content in marketing communications will be very important in this regard. It’s also important for marketing departments to ensure they have the resources to manage content requirements. If they don’t, then they need to outsource. Put customer experience at the centre of everything Marketers must firstly realise that the customer journey is an integrated, enduring experience that needs to evolve as the customer interacts with the brand – from in-store, to mobile, online, email, sales and support. In order to drive customer satisfaction and impact business results, each touchpoint a customer has with the organisation must be personal, anticipated, relevant and effortless – every single time. Fill in the blanks Monitoring and measurement–and the results or “metrics” this process collects–are like a …that helps marketers …. course so they can reach their goals more …. And …. A KPI is a …. that indicates the progress an organization is making toward its business…. BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 58

Suggested Answer:  compass  adjust  quickly and effectively  measurable item  objectives Video Measuring Marketing Effectiveness: How to Know What’s Working https://www.youtube.com/watch?v=pF70DbD4ZuM <iframe width="560" height="315" src="https://www.youtube.com/embed/pF70DbD4ZuM" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> Question – Short Answer Answer the following questions (30 – 40 words) 1. List seven (7) steps to take to have a prioritized list of insights you can act upon. 2. List five (5) KPIs that companies use for monitoring procedures. 3. Outline four (4) procedures for monitoring marketing communications and activities strategically. Answer: 1. Steps include: • Collate your data • Determine how to categorize the feedback • Get a quick overview • Code the feedback • Refine your coding • Calculate how popular each code is • Summarize and share 2. KPIs include: • Company-level KPIs BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 59

• Department-level KPIs • Team-level KPIs • Campaign-level KPIs • Marketing tactic-level KPIs 3. procedures include:  Becoming more agile  Mobile first mindset  Be a marketing technologist  Content first  Put customer experience at the centre of everything Week 6 Topics:  Further Reading  Additional Videos Video Watch the video : Marketing Communications Industry Structure https://www.youtube.com/watch?v=S9PTXHarnS0 What’s It Like To Work In Marketing & Communications? https://www.youtube.com/watch?v=b5EHs8kF3fs&t=66s The Impact of Technology on Communication https://www.youtube.com/watch?v=D3mNn0btW6s Marketing Performance Metrics - Profitability Metrics https://www.youtube.com/watch?v=UbFNOpLUYdw How To Measure The Success Of Your Content Marketing Campaign https://www.youtube.com/watch?v=OfopDCxDOzI Reading Read article/s : What Are the Six Major Modes of Communication in Marketing? https://smallbusiness.chron.com/six-major-modes- communication-marketing-65083.html BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 60

15 examples of the communications industry https://simplicable.com/en/communications-industry 5 Reasons Why… Telecoms is Important in Society https://www.insidetelecom.com/5-ways-reasons-impacts- society/ How to Use Customer Feedback to Improve Performance https://www.optimonk.com/how-to-increase-personalization- via-feedback/ Using Customer Feedback as a Source of Marketing Research Intelligence https://www.alchemer.com/resources/blog/market-research- intelligence/ Marketing Effectiveness - How to Measure Your Marketing Success https://www.intechnic.com/blog/marketing-effectiveness-how- to-measure-your-marketing-success/ BSBMKG439 Develop and apply knowledge of communications industry V3 2021 Page 61