DECA Marketing Communications Careeer Pathway – Performance Indicators – Flashcards
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Explain the nature of contract exclusivity
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Explain regulations impacting digital marketing.
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Describe current issues/trends in marketing communications.
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In today's digital world, a huge issue is rising rates of ad blocking. Some trends include social media marketing, partnerships with celebrities, and emotional marketing (why-how-what strategy).
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Identify trends in social-media space.
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Facebook is becoming less popular among younger users, whereas Twitter and Instagram are getting more popular. Snapchat is a social media platform that is often used by younger users but overlooked by businesses, providing for heightened opportunity.
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Explain ways that technology impacts marketing communications.
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Technology is the most feasible channel for marketing communications, whether it be social media content marketing, ads on popular websites, or promotional mobile apps.
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Compare the capabilities of SMS with MMS.
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Whereas SMS is only for text, MMS has multimedia capabilities allowing users to send eachother photos, audio, and videos.
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Explain the capabilities of tools used in web-site creation.
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While the most basic way to make a website is coding it by oneself using HTML, CSS, JavaScript, and other programming frameworks, another growingly popular method (especially amongst those lacking technical skills) is to use services such as Wix, Weebly, WordPress, and Google Sites, just a handful of tools allowing for simple and quick website creation.
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Discuss considerations in using mobile technology for promotional activities.
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Mobile technology is getting more and more popular and the user base is getting younger and younger, so businesses should use platforms utilized by this market (such as social media). Businesses may also want to consider app development, as there are many ways to promote a product or service within the app.
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Demonstrate effective use of audiovisual aids.
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Audiovisual ads include both captivating imagery and poignant wording that will appeal to the target market.
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Describe considerations in using databases in marketing communications.
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Databases can be used to collect social media handles, phone numbers, email addresses, as well as demographic, geographic, and psychographic data to segment a market and identify potential contacts for promotional campaigns.
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Maintain databases of information for marketing communications.
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MySQL is a popular database program that can be used by businesses to collect and store data relating to marketing communications.
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Mine databases for information useful in marketing communications.
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Data mining is the process of finding data within existing databases. Queries on phone numbers, names, and location (for example) can be inputted for meaningful output on how a potential customer can be contacted.
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Use analytical tracking tools for marketing communications.
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Various tools, such as Google Analytics, can be used to assess how popular a channel of promotion used in marketing communications is, in addition to various other information on the demographics, geographics, and other metrics of those accessing the channel.
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Demonstrate basic desktop publishing functions to prepare promotional materials.
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Various word processing, slideshow, and spreadsheet programs are available to process and present promotional materials.
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Integrate software applications to prepare promotional materials.
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When apps from the same company are used in conjunction (e.g. Google Sheets to assess data and Google Docs to prepare report on data), they can be integrated in one service (e.g. Google Drive) for easy access and collaboration between tools.
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Explain how to effectively incorporate video into multimedia.
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Voiceovers can be added to video to transform it into multimedia using video and audio editing programs.
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Evaluate the impact of mobile-device capabilities and usage patterns on social-media effectiveness.
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Mobile devices are being used more and more often to access social media platforms, with some only being available on mobile. Thus, marketing communications channels such as website ads will need to be mobile-friendly.
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Differentiate between service marketing and product marketing.
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Service marketing should demonstrate how the service will be of use, whereas product marketing should highlight features.
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Discuss the relationship between promotion and marketing.
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Promotion is only one aspect of marketing, the whole process of perfecting a product or service and bringing it to market. Promotion is the function of informing potential consumers of a product or service.
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Gather brand information.
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Search engines can be used to assess the status of a brand in the market. Other effective methods include researching a brand website or social media pages to understand its marketing communications techniques and information on the products and services it provides.
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Conduct pre-campaign testing.
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Pre-campaign testing is assessment of costs and effectiveness of a marketing communications campaign and may involve integration with marketing information management in order to obtain data on a market.
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Track performance of promotional activities.
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Performance of promotional activities can be assessed by viewing changes in sales and for digital channels, analytical tools such as Google Analytics.
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Monitor competitors' promotional efforts.
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Within a market, since multiple businesses are vying for the same customers, business must be keen to monitor their competitors' promotional efforts buy keeping tabs on the various channels they use in order to solicit ideas for their own campaigns and find ways to top the competition.
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Monitor daily social-media analytics.
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Many social media platforms offer the ability to give a page "business status," opening access to metrics on views, 'likes,' comments, etc.
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Monitor online brand and reputation.
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Certain metrics, such as follower count, 'likes,' views, and comments can be used to monitor objectively how well a brand does online, but businesses must be able to venture out into the world of social media to discover what everyone (not just their page's visitors) has to say about the brand.
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Track trends (e.g., social, buying, social media, advertising agency, etc.).
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Sales trends can be derived by drawing conclusions on data collected in the marketing information management process. Various trends, including political, economic, sociocultural, and technological may be involved, and businesses must be able to track all of them in order to assess how they may pertain to them and how they can manipulate such factors to their advantage in a market.
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Analyze customer behavior (e.g., media-consumption, buying, etc.).
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Customer behavior can be analyzed by having all interactions recorded in a database such that marketing information management teams can then make recommendations based on how customers behave and react to products and services by the business.
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Interpret qualitative research findings.
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Qualitative research has to do with the senses, not numbers, so it is subjective. Interpretation of such findings must be descriptive and MOST IMPORTANTLY, convey how it would sway the customer in purchasing the business's product or service.
