Task 3 (a): Candidates are required to outline a strategy/strategies linking to and supporting the objectives recommended in Task 2 (c).

Strategies might include social media strategy, channel strategy, content strategy, data strategy, brand strategy or positioning strategy, and candidates must ensure that the strategy/strategies is/are appropriate for the chosen organisation.


Strategies will require underpinning and explaining through application of digital theories and frameworks.

Task 3 (b): The plan that is required in this task should include the following:

• tactics to provide the experience improvement
• a Gantt chart showing the timetable of tactics/activities
• resource requirements, internal and external, for completion of the
tactics/activities
• budget requirements
• metrics, measures and analytics used to ensure the business success of
the plan
• management approaches which ensure the sustainability of such a plan.

The success of a plan for improving customer loyalty is based on trust built with the customer, and this is enhanced when customers are aware of information practices and given a choice over information provision. This should be a consideration in the implementation of the recommended plan, and a consideration in this task.

Candidates should note that a general digital marketing plan is insufficient to achieve a pass in this sub-task; the emphasis of the plan must be on customer experience.
The plan must be fully justified in the context of improving the digital customer experience of loyal customers from the key segment, linked to the strategy and supporting the earlier recommended objectives.

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