DECA Marketing Communications Careeer Pathway - Performance Indicators

Explain the nature of contract exclusivity

Only the signers of the contract are able to use the contents and agreements in the contract.

Explain regulations impacting digital marketing.

Make client presentations (includes strategies and research findings).

Prepare contact reports.

Maintain day-to-day content on social platforms.

Write white papers.

Write pitch/sales letters.

Write new-business pitches.

Explain the nature of communications plans.

A communication plan is a policy-driven approach to providing stakeholders with information. It anticipates what information will need to be communicated to certain audiences and should also address the authority to which confidential or sensitive information should be given to and how information will be dispersed. Also, it should define what communication channels stakeholders will use to get feedback and how communications will be documented and saved.

Implement a communications plan.

Monitor communications plan.

Evaluate results of your communications plan by looking at annual reports, monthly reports, progress reports, and reports from other departments to assess the success of your plan.

Develop communications plan.

1. Define objectives. (Specific, measurable, achievable, realistic, and time-focused)

2. Define key audiences

3. Identify where you plan to deliver messages to key recipients.

4. Establish a timetable.

Adjust communications plan.

Use social media to enhance customer post-sales experience.

Apply ethics to digital communications.

Gain commitment from client.

Maintain composure when receiving/delivering bad news.

Determine and respond appropriately to personality types.

Foster client-agency relationship.

Build rapport with suppliers.

Verify accuracy of bills.

Act as a liaison (e.g., between agency and others, between creative department/agency).

Describe current issues/trends in marketing communications.

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).

Identify trends in social-media space.

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.

Explain ways that technology impacts marketing communications.

Technology is the most feasible channel for marketing communications, whether it be social media content marketing, ads on popular websites, or promotional mobile apps.

Compare the capabilities of SMS with MMS.

Whereas SMS is only for text, MMS has multimedia capabilities allowing users to send eachother photos, audio, and videos.

Explain the capabilities of tools used in web-site creation.

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.

Discuss considerations in using mobile technology for promotional activities.

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.

Demonstrate effective use of audiovisual aids.

Audiovisual ads include both captivating imagery and poignant wording that will appeal to the target market.

Describe considerations in using databases in marketing communications.

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.

Maintain databases of information for marketing communications.

MySQL is a popular database program that can be used by businesses to collect and store data relating to marketing communications.

Mine databases for information useful in marketing communications.

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.

Use analytical tracking tools for marketing communications.

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.

Demonstrate basic desktop publishing functions to prepare promotional materials.

Various word processing, slideshow, and spreadsheet programs are available to process and present promotional materials.

Integrate software applications to prepare promotional materials.

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.

Explain how to effectively incorporate video into multimedia.

Voiceovers can be added to video to transform it into multimedia using video and audio editing programs.

Evaluate the impact of mobile-device capabilities and usage patterns on social-media

effectiveness.

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.

Differentiate between service marketing and product marketing.

Service marketing should demonstrate how the service will be of use, whereas product marketing should highlight features.

Discuss the relationship between promotion and marketing.

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.

Maintain marketing communications data security.

Explain security considerations in marketing communications.

Develop schedule for marketing communications assignment.

Evaluate vendors' services.

Negotiate terms with vendors.

Describe traits important to the success of employees in marketing communications.

Describe employment opportunities in the marketing communications industry (structure, jobs in, structures in different size agencies, key departments in).

Explain factors affecting the growth and development of the marketing communications industry.

Discuss the economic and social effects of marketing communications.

Analyze marketing communications careers to determine careers of interest.

Conduct self-assessment of marketing-communications skill set.

Identify requirements for professional certifications in marketing communications.

Assess the services of professional organizations in marketing communications.

Gather brand information.

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.

Conduct pre-campaign testing.

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.

Track performance of promotional activities.

Performance of promotional activities can be assessed by viewing changes in sales and for digital channels, analytical tools such as Google Analytics.

Monitor competitors' promotional efforts.

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.

Monitor daily social-media analytics.

Many social media platforms offer the ability to give a page "business status," opening access to metrics on views, 'likes,' comments, etc.

Monitor online brand and reputation.

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.

Track trends (e.g., social, buying, social media, advertising agency, etc.).

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.

Analyze customer behavior (e.g., media-consumption, buying, etc.).

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.

Interpret qualitative research findings.

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.

Identify ways to segment markets for marketing communications.

Describe the nature of target marketing in marketing communications.

Explain the concept of "product" in marketing communications.

Describe services offered by the marketing-communications industry.

Generate marketing communications ideas.

Explain the nature of product extension in services marketing.

The strategy of placing an established product's brand name on a new product that is in the same category. Companies use a change in flavor, design, or price point to appeal to consumers with new products like Coke and its many variations: Vanilla Coke, Cherry Coke, etc.

Identify opportunities in the social-media space.

Establish credibility with Internet users.

Explain considerations affecting global promotion.

Consideration affecting global promotion is whether to create a universal product or cater toward a specific country for promotional efforts.

Explain the marketing-communications development process.

Identifying your target audience is the most essential part of the marketing communications development process. The ultimate goal is to create a better brand experience for your customers to generate more sales. By identifying your target audience and analyzing the reasons for sales, your brand will be bettered based on the wants of your consumers.

Explain the nature of word-of-mouth (WOM) strategies.

Word-of-mouth strategies is the process of actively influencing and encouraging discussion about your brand. The essential goal is to have a positive discussions for your brand. Because of the large influence of reviews and blog posts of brands has on consumers, word-of-mouth strategies are essential for the success of your brand.

Discuss the role of customer voice in word-of-mouth strategies.

The customer voice is the foundation in word-of-mouth strategies. The satisfaction of the customer must come first, so they will be willing to offer positive feedback and recommendation to others. Without the customer, word-of-mouth strategies would be insufficient and less likely to influence consumers.

Explain the nature of buzz-marketing.

Buzz marketing is a strategy that creates "buzz" for your product or service. It creates hype for your product/service by employing ways to instigate conversations through commercials, social media, or blogs.

Explain considerations in developing viral marketing campaigns.

There are many considerations to put into account when developing a viral marketing campaign. Creating a viral marketing campaign that speaks to your customer emotionally allows for a lasting connection and impression for your brand. Additionally, the different types of visuals and technology should be put into considerations when developing viral marketing campaigns to create the most lasting, direct impact on potential customers.

Describe considerations in developing customer evangelists.

The most essential part of developing customer evangelists is to thoroughly understand the deep insights about your customers. Through using your customer's insights, develop a simple, emotional, lifestyle-oriented marketing language. Customer insights and marketing language are essential in the process of developing customer evangelists.

Explain the use of celebrities/influencers as a WOM strategy.

Describe referral programs that can be used to build brand/promote products.

Explain the use of product placement.

Product placement is a reference to a certain brand or product that is incorporated into another work with the specific intent to promote the aforementioned product. Product placement is used to reach your target audience in a more discreet way which in turn reinforces your brand image.

Discuss types of direct mail tactics.

Direct mail tactics can include a wide variety of detail: larger format sizes for your mail instead of a traditional envelope format can bring more attention, adding personal touches like a live stamp or fake meter marks can make customers feel more special, and even adding direct response colors like red and yellow can bring a more positive response.

Explain the nature of online advertising (e.g., advergaming, virtual worlds, display ads, banner ads, pop-up ads, pay-per-click ads, etc.).

Online advertising is a marketing strategy that involves the use of the internet to obtain website traffic and target and deliver messages to the customers. Additionally, it pros brings awareness to your brand.

Explain the nature of e-mail marketing tactics.

E-mail marketing is an inexpensive and easy way to connect with online customers. Email coupons help to drive online and in-store sales because of the special added deals that comes with being a member.

Explain the role of business websites in digital marketing.

Business websites are an essential and easy way for customers to easily find information about your product. Without the added information of your brand, the potential customer can be immediately turned off because of lack of official information of your brand.

Explain the use of social media for digital marketing.

The role of social media platforms for digital marketing has many benefits. Social media allows an easy way to access your target market more personally with direct interactions which can include responding to problems with your products immediately and improving your customer preferences and insights. Additionally, the use of social media also helps to improve brand recognition and loyalty, and creates a new database for customer interests.

Describe the use of blogging for marketing communications.

Explain the use of RSS feeds.

RSS feeds is an easy way to update your customers with small messages of new innovations of your brand or product. By just subscribing to the RSS feed like you would subscribe to a newspaper, it notifies the customer of headlines at a glance all in one place.

Discuss the use of podcasts/webcasts.

Discuss the use of social bookmarking/tagging.

Social bookmarking and tagging are essential ways to keep your customer. It allows customers to specifically target exactly what they want to see. By being a popular website, social bookmarking sites display lists of popular links and create more awareness for your brand.

Explain the use of video/images for digital marketing.

Describe mobile marketing tactics.

Explain mobile marketing applications.

Discuss the use of search-engine optimization tactics for digital marketing.

Identify effective advertising headlines.

Explain the use of storytelling in marketing.

Describe the nature of copy strategies.

Write copy for advertisements.

Discuss the nature of effective direct-mail copy.

Write direct-mail letters.

Describe the nature of effective Internet ad copy.

Write e-mail marketing copy.