• Unit 5: Marketing Communications

    Marketing communications represent important means for marketers to build brand awareness, influence consumer behavior, build and maintain relationships with customers, and acquire new customers, among other actions. Traditional marketing communications methods (such as print, direct mail, television, and radio) continue to be used. However, technological advancements and an increasing reliance on digital tools have resulted in exciting, diverse opportunities for marketers to connect with consumers anytime and anywhere. Consider the number of times a company has recently connected with you about its products or services through your devices with emails, text messages, banner ads, and more. In this unit, there will be a focus on marketing communications, specifically through digital strategies. There will be a review of the key options for digital marketing. For example, social media platforms represent meaningful options for a company to connect with consumers, so we will summarize key platforms and their attributes. We will identify content marketing options with a focus on email marketing. With many options, a marketer must be strategic in determining an effective marketing communications strategy. There will be a review of selected performance indicators for assessing the successes of strategies. Marketers must be sensitive to cultural and legal factors because of the possibility of a global reach with digital communications strategies.

    Completing this unit should take you approximately 13 hours.


    • Upon successful completion of this unit, you will be able to:

      • describe 8 types of digital marketing strategies;
      • identify 6 metrics for measuring the success of digital marketing strategies;
      • relate cultural and legal factors to developing digital marketing strategies;
      • justify why a company should use social media to connect with customers and potential customers;
      • compare 6 major social media platforms and their attributes for marketing purposes;
      • examine content marketing options through text, visuals, and consumer interactions; and
      • assess the use of email marketing in building relationships with customers and potential customers.

    • 5.1: Digital Marketing

      • What is Digital Marketing and How You Can Use It Page

        Watch this video about digital marketing and how to use it to grow a business. We will introduce you to digital marketing and strategies for effectively using it and measuring results. Can you provide three examples of how you have been exposed to the brand through digital marketing efforts?

      • Introduction to Digital Marketing Page

        Read this chapter with an introduction to digital marketing. The concept is defined, and its global importance is reviewed. The POEM framework of digital marketing is explained. POEM is an acronym that means paid, owned, and earned media. Can you create a list of media assets for an organization you are familiar with and categorize them as paid, owned, and earned?

      • Types of Internet Marketing Page

        Read this brief chapter with a list of internet marketing options and a brief explanation for each one. Based on your online experiences, can you explain why banner ads are effective digital marketing tools?

      • Digital Marketing Page

        Read this chapter that includes general information about digital marketing. In addition, multiple digital marketing tools are described with tips and recommendations for using them. Websites, content marketing, search engine optimization (SEO), and social media marketing are covered. A marketer must determine the most effective communications strategies to reach consumers, including digital tools. How would you describe the value of a website as part of a digital communications strategy?

    • 5.2: SEO and Mobile Marketing

      • Understanding Search Engine Optimization (SEO) Page

        This chapter explains the marketing practice of search engine optimization (SEO). The concept is described, its importance is explained, and basic information is provided on how it works. The marketing team has asked you to explain SEO briefly. What would you say?

      • SEO Page

        Read this chapter with additional information about search engine optimization (SEO). There is a discussion about on-site and off-site SEO and strategies for influencing search outcomes. How would you describe the key differences between on-site and off-site SEO?

      • Types of Mobile Marketing Page

        This brief chapter includes a summary of mobile marketing options, including text messages, multimedia messages, and QR codes. Can you provide two reasons why mobile marketing can be effective?

      • Mobile Marketing Strategies Page

        Read this chapter, which will supplement what has been learned about mobile marketing. Guidelines are provided for developing a mobile marketing strategy with multiple options for communicating with consumers. What are two mobile content options that will support a marketing communications strategy?

    • 5.3: Social Media

      • Types of Social Media Marketing Page

        This brief chapter contains a list of social media marketing options and short explanations for selected social network options. Can you explain why a blog is among the effective marketing communications options?

      • The History of Social Media Marketing Page

        Read this chapter, which includes a history of social media marketing. Ten social websites of value for business are listed. There is a discussion about the benefits of social media with some success tips. Review the list of the ten social websites. Which ones have you accessed to look specifically for marketing communications?

      • Focus on Social Media Marketing Page

        Read this chapter for additional information about the use of social media as a marketing tool and the benefits of its use. Carefully review the table with traditional media compared to social media. Based on this information, what are the top 3 benefits of social media marketing and why?

      • Social Media Use and Marketing Framework Page

        Read this chapter about social media. The use of social media is justified, and a framework is provided for developing any social media marketing strategy. Selected social media platforms are listed with the pros and cons of the sites. Carefully review the Engagement Pyramid. Although a limited percentage of consumers will become advocates/brand promoters, why is it important to use social media marketing?

      • Every Network Is An Island Page

        Read this chapter to learn about selected social media sites and information about their users. Hashtags and a list of other digital content options are included. It is noted that internet users have short attention spans. Can you list three types of content that could be short yet effective in communicating with consumers?

      • What Network Is On Now? Page

        Read this chapter for additional information about using social platforms for marketing communications and user data for the leading seven social network sites. Provide an example of effective marketing communications that you have seen on one of these sites.

    • 5.4: Content Marketing and Email Marketing

      • Content Speaks Page

        Read this chapter about the connection between social media and content. Recommendations are made for locating and creating appropriate content. What criteria would you use to assess the various formats for content such as photos, live or recorded videos, articles, or other options?

      • What is Content Marketing and How to Think Strategy Page

        Watch this video about content marketing. A definition is provided of content marketing. The speaker explains his six recommendations for building a content marketing strategy. What format of marketing content has the most significant impact on you?

      • Content Marketing Page

        This chapter includes information for developing an effective content marketing strategy. Carefully review the image with content categories by stage of the customer journey – the customer's experience with a brand. Strategic recommendations are made for developing appropriate content. Can you justify the suggestion that 65% of content should be curated?

      • The History of Content Marketing Page

        Review this infographic with a brief history of content marketing. Notice some of the changes in content type and platform over time. How would you categorize current strategies with content type and platform?

      • Email Marketing Page

        Read this chapter about email marketing to learn the importance of this approach to strategic marketing communications and how to create an effective email campaign. What arguments would you use to convince the marketing team that email marketing is a good strategic option for marketing communications?

      • Email Marketing and Its Use Page

        Watch this video with a definition of email marketing and examples from selected businesses as to how it is used. Can you describe recent email marketing communications that you received from an organization?

    • 5.5: Marketing Communications Metrics

      • Measuring Marketing Communication Effectiveness Page

        Read this chapter to learn about measuring the effectiveness of marketing communications. Multiple measures are identified and explained. Key performance indicators (KPIs) are related to business objectives and the marketing activity/tool. Can you describe at least three metrics for measuring marketing communications effectiveness?

      • Digital Marketing Analytics and Testing Page

        Review this chapter, which details metrics for assessing digital marketing activities. Can you describe at least three marketing KPIs and their purpose?

      • A/B Testing Page

        Review this graphical representation of A/B testing, also known as split testing. How would you describe the benefits of using this approach to analyze a digital marketing communications campaign?

    • 5.6: Cultural and Legal Matters

      • Cultural Factors Shaping the Global Marketing Environment Page

        Read this chapter for a summary of multiple cultural factors that impact marketing on a global level. How would you apply this information to digital marketing communications?

      • Marketing Across Cultures Page

        Read this chapter for an overview of factors that are concerns when marketing across cultures. Explain to the marketing team the relevance of The Onion Metaphor of Culture to cross-cultural marketing.

      • Ethics, Laws, and Customer Empowerment Page

        Read this chapter with an overview of ethical and legal considerations for online and other marketing. Email marketing matters, such as the CAN-SPAM Act, are covered along with U.S. privacy laws, warranties, and promises. From a marketer's perspective, explain the importance of warranties and promises made to a consumer.

      • Does Your Email Marketing Comply with These Regulations? Page

        Review this short video with information about relevant regulations for email marketing. If the marketing team was preparing an email marketing campaign, how would you present this information to them with at least three specific guidelines to follow?

      • CAN-SPAM Act: A Compliance Guide for Business Page

        This document about the CAN-SPAM Act reinforces content in the video you watched about email marketing compliance. How would the marketing team demonstrate compliance with the act?

      • The GDPR for Dummies: What Is It and Why Do We Need It? Page

        Watch this video about the General Data Protection Regulation (GDPR) passed by the European Union but can have a broader impact, including on organizations engaged in digital marketing. Why is it important to apply these guidelines to a digital marketing communications plan regardless of the company's home country?

    • Unit 5 Study Resources

      This review video is an excellent way to review what you've learned so far and is presented by one of the professors who created the course.

    • Unit 5 Assessment

      • Unit 5 Assessment Quiz
        Receive a grade

        Take this assessment to see how well you understood this unit.

        • This assessment does not count towards your grade. It is just for practice!
        • You will see the correct answers when you submit your answers. Use this to help you study for the final exam!
        • You can take this assessment as many times as you want, whenever you want.