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Unit 3 planning document


importance of demographics


The Power of Demographic Data in Understanding Markets, Apps, and Businesses
Demographic data is a crucial tool for understanding the current state of a market, application, or business, as well as its past and future trajectory. It can be used to effectively track changes over time and identify both the strengths and needs of a given demographic. This is why so many online platforms have become popular – they are able to adjust to the unique needs and preferences of their audience.Demographics are the characteristics of a group of people that have been categorized by things such as age, gender and income. The study of demographic data is essential for businesses, organizations and governments to make decisions.

importance of demographics

Equality Act 2010

Employers are required to abide by the Equality Act of 2010 to ensure that their employees are treated fairly and equally in the workplace. This means that individuals cannot be discriminated against based on characteristics such as age, disability, gender, race, religion, or sexual orientation. The Act serves to promote diversity and inclusivity, creating a work environment where everyone has the opportunity to thrive and succeed based on their abilities and merits. By upholding the principles of the Equality Act, businesses can foster a culture of respect and fairness, ultimately benefiting both the employees and the organization as a whole. This is a detrimental to every business to ensure an equal and safe workplace.

Facebook demographics

Facebook Users in the United Kingdom: January 2022 Statistics
As of January 2022, Facebook had a user base of 55,986,400 in the United Kingdom, which equates to 81.6% of its overall population. More than half of these users (54.3%) were women. The age group with the highest number of users was 25 to 34, with 14,500,000 people.

Demographic breakdown of Facebook Users in the UK (January 2024)
Facebook's largest audience in the United Kingdom in April 2023 was users aged between 25 to 34 years old, accounting for 31.0% of all users. The platform's second largest demographic was users aged 18 to 24, followed by those aged 35 to 44.


instagram demographics



Instagram's Audience in the UK: Women Represent 56.5%
As of June 2023, women made up the majority of Instagram's audience in the United Kingdom with a percentage of 56.5, whereas men accounted for 43.5 percent. Moreover, a staggering 95 percent of UK social media users were aware of Instagram, which is owned by Meta.

Instagram Usage by Age Group
Here's a breakdown of the percentage of individuals who use Instagram at least once a month, categorized by age groups:56.5% of 16-24 year-olds54.3% of 25-34 year-oldsJust over half of 35-44 year-olds

snapchat demografics


Platform User Demographics by Age
Here is a breakdown of the platform's user demographics based on age:26-35: 30%36-45: 18%46-55: 11%56 and older: 5%When looking solely at users in the UK, those aged between 18-24 account for a significant 77% of the platform's user base.

Snapchat's UK Audience: Demographics and Popularity
According to reports from February 2023, Snapchat's audience in the United Kingdom consisted of 55% females and 44.6% males. Additionally, 89% of all social media users in the UK were familiar with the Snapchat brand.


twitter demographics

twitters usage of among UK users in July 2023 revealed that 13 percent of male users accessed the platform multiple times a day, in contrast to six percent of female users. In total, 11 percent of male users reported daily access to the platform.

Twitter usage statistics as of July 2023
In the United Kingdom, 17 percent of twitter users between the ages of 18 to 24 reported using the platform multiple times a day, compared to 13 percent of users aged 25 to 49. Overall, six percent of 18 to 24 years old accessed the platform monthly. In October 2022, the world's wealthiest person, Elon Musk, purchased the micro-blogging service and rebranded it in the following months.

Forms of digital marketing

Forms of digital marketing

affilliate marketing is where a third party is compencated for promoting a product for another company.

affiliate marketing

email marketing is a direct way of marketing. it emails the buissneses audience or previous costumers with promotional and informative content.

email marketing

marketing analytics is thestudy of data to evaluate the companys audience and what drives consumer actions.

marketing analytics

content marketing examples include, newspapers, podcasts, videos and social media posts. the porpouse of these are to be informative and relevent and by doing this it promoted your brand.

content marketing

digital marketing can be broken down into eight catagories

Forms of digital marketing

any promotional activities that take place on mobile devices.

mobile marketing

this is when a website is placed at the top of a list when you open your search engine to optimise your website viewing.

search engine optimization

the use of social media to promote or share information to build your buissness.

social media marketing

every time a person clicks onto an advertisment the publisher gets paid.


Forms of social media

Social networking sites provide an excellent platform for people to connect with each other, and they offer a variety of ways for different brands to attract individuals. Users can share their thoughts, curate content, upload photos and videos, and join groups based on their interests, among other things.By leveraging the right targeting metrics, businesses can reach a wide and diverse audience with advertisements and persuade influential people. Social networking sites also enable brands to establish connections with their audience, research consumer preferences, and monitor online conversations about their business.Understanding what people are saying about your brand on social networks can help you create a positive presence and increase brand awareness. for example a Popular social networking platform is the internationally known Facebook.

Social networks

social media sites offer more than just a simple platform to share photos and related content. They provide an opportunity to promote creativity, start conversations, showcase products, and encourage customers to engage with your brand. For instance, a clothing company could sponsor a contest on image-sharing networks, offering a gift certificate to anyone who posts a picture of their gear. Check out some examples of image-sharing networks like instagram, a widely succesful network.

Image-sharing networks

A Leading Microblogging PlatformTwitter is one of the most well-known and widely used channels for microblogging. With its rapid-fire approach, this platform offers a convenient way to share short posts, GIFs, article links, videos and more.The Significance of microblogging in the mobile eraIn today's world, people rely heavily on mobile solutions for prompt information, making microblogging a crucial tool. With lengthy posts being too cumbersome to engage with on mobile, microblogs provide immediate access to updates and trending news, strengthening brand relationships. Additionally, platforms such as Twitter offer opportunities for two-way interaction, allowing for comments, likes, retweets, and more. Proper use of microblogging can lead to better engagement than traditional posting methods.


Snapchat is a well-known multimedia messaging app that lets users share pictures and videos (called snaps) globally. The content is meant to disappear after it’s viewed, so this temporary nature of the app was designed to encourage a natural flow of interaction between users.Multimedia Messaging Service (MMS) is a feature that enables the sending of messages on mobile devices with media objects such as images, audio, video, and documents. Developments in high technology have made it possible for mobile users to share multimedia communications over radio links. MMS messages can range from simple text or voice messages to more elaborate ones that incorporate media objects. Think of multimedia messaging as the equivalent of color television broadcasts in comparison to traditional radio-based broadcasting.

multimedia messaging

Benifits of online marketing

Digital marketing is a cost-effective and flexible tool that enables businesses to reach a global audience, target specific customers, and track measurable results. Its benefits include increased engagement, improved conversion rates, social currency, and greater ROI.One of the biggest advantages of digital marketing is that it allows businesses to target specific demographics and customer segments. With tools like Google Analytics, businesses can track user behavior and adjust their marketing strategy to reach the right audience at the right time. Additionally, social media platforms like Twitter, Facebook, and Instagram allow businesses to build relationships with customers, increase brand awareness, and even offer customer service.Another benefit of digital marketing is its cost-effectiveness. Compared to traditional marketing methods like print or television ads, digital marketing can be much more affordable and provide greater ROI. This is especially beneficial for small businesses that may not have large marketing budgets.Overall, digital marketing is an essential tool for businesses looking to grow and succeed in today's digital age. By leveraging the power of digital channels, businesses can reach more customers, build brand awareness, and drive sales.

benefits of online marketing

Risks of digital marketing

Bots serve several purposes on the internet, including legitimate uses like SEO ranking. However, some bots have malicious intentions, such as data gathering and mobile ad fraud, which can skew analytics data and increase scammers' profits. Partners in digital marketing networks need to cross-check their analytics to ensure legitimacy.Marketers tend to overlook the amount of customer data their company generates daily, including personal information from call recordings and transcriptions. Storing customer data poses a cybersecurity risk, and the best practice is to only collect necessary data and discard it when no longer needed. Customer data should be protected with passwords cycled regularly and stored only on secure devices.Your brand is a valuable asset. Even if you don't work in a related field, any security breach or risk to customer data can harm your reputation and reduce trust, leading to negative marketing outcomes.Content Management Systems (CMS) are useful but vulnerable to cyberattacks, especially those with plugins. Every plugin has its own security risk, and a security hole in a plugin could provide hackers access to every site using that plugin. To prevent this, updates should be deliberate and timely. It is important to keep plugins updated, but any update could introduce a flaw, so it is recommended to hold off for an agreed-upon period before pushing updates to critical systems.CRM systems, essential for enterprise communications, are potential targets for cyber-attacks. As they contain valuable data, including customer contact details and relationships, it is crucial to include them in cybersecurity discussions. If hackers gain access to this data, it could be detrimental to marketing tactics.

How do these apply to the scenerio?

By understanding the demographics of your audience, you can create content that resonates with a wider range of people. Tailoring your message to be inclusive and respectful of diversity not only helps you reach a broader audience but also fosters a positive image for your brand. Embracing the principles of the Equality Act of 2010 ensures that your videos are welcoming to all viewers, regardless of background, beliefs, or characteristics. By prioritizing inclusivity in your digital marketing efforts, you not only expand your reach but also contribute to a more harmonious and understanding online community.online there are bots that can harvest data and commit mobile ad fraud however you can avoid this by being cautious and mindful of the websites and apps you interact with. Avoid clicking on suspicious links or ads. regularly updating your device's security software and being aware of common tactics used by scammers can help protect your data from being harvested and prevent mobile ad fraud. By staying informed and vigilant, you can significantly reduce the risk of falling victim to online scams.

it is often overlooked when gathering customer data but this can be a great cyber security risk however this can be avoided by actioning strict data protection measures such as encryption, multi-factor authentication, and regular security audits. By ensuring that customer data is safeguarded at every step of its collection and storage, businesses can significantly reduce the risk of cyber attacks and maintain the trust of their customers. this is protected by General Data Protection Regulation (GDPR). Additionally, educating employees on best practices for handling sensitive information and staying informed about the latest cybersecurity threats can further strengthen a company's defences. Remember, protecting customer data is not just a legal requirement but also a crucial aspect of building a strong and secure business foundation.CMS is a valuable tool however they are vulnerable to cyber attacks especially the plugins this can be prevented by regularly updating to the latest versions. By staying up to date with software patches and security updates, you can reduce the risk of cyber attacks. Additionally, it is essential to use strong and unique passwords, enable two-factor authentication, and limit access to the CMS to only authorized users. Regular security audits and monitoring can also help detect and prevent vulnerabilities before they can be exploited. Remember, a proactive approach to cybersecurity is key to safeguarding your CMS and protecting your valuable data.

Analysis of given scenario

section B

As project manager i am to create a suitable advert for the company seiber cymru cyber to raise awareness for the varius qualifications and job opportunities available in the cyber security industry in wales.

To do this i will create a video that highlights the varity of jobs available and show the different roles and salarys. this video will also explain the importance of cyber security in wales.

Analyse the scenario, summarise the scenario and say what is being asked of you as project manager?

Based on the scenario and your research in section A, what is the target demographic and platform you will use?

From my research in section A i have decidedd that I will be targeting young adults starting from early twenties with past experience in IT this can be gained through past jobs or university/college.i belive this to be the right demographic as it will allow this generation to gain experience and allow them to continue in the industry with ease. with this on there CV it will open up many opportunities and help them thrive in the company.

Analysis of where the digital asset would be useful

for many people facebook is not a go to for social media and is mostly used by the older generations. this platform is also very vunrable to scammers and bots.

Using facebook the post will be shared continuasly around the platform reaching all demographics including my target audience.

What opportunities and risks does it bring?

What are the main benefits of putting your video on that platform?

Where would your advert be useful? (Which platform and why)

I will be using facebook as it will raise more awarness for the varous opportunities in hhe company .

Consider the target audience (based on demographic and social media platform) Music?I will be using up beat/ happy this will associate the company with positivity. and keep the veiwer engaged.Images?I will carefully select the suibtable statistical/informative making sure the information is not out dated and that are under creative commons.What text?I will be writing information relevent to the seneario and will talk about the industrysuch as: what is cyber security? the different roles in cyber security, university courses , salarys of cyber security jobs and why the veiwer should work in this industry.Is it fit for purpose?I believe with a carefully created plan this will be fitting for the given seneario . With the demographics, statistics and information provided this advert will be successfully fitting its purpose.Length of video?Facebook videos can range anywhere from a few seconds to a few hours however the best suited time range for this advert will be 40 seconds . With this time span it will keep the veiwers attention and be short but informative.File format?It will be exported to an MP4 file.What is going to be shown?A series of slides with text and music overlaying in the background.

list of measurable objectives for your planned advert Raise awareness for cybersecurity Teach about different roles in the cyber security industry Motivate people to get jobs/qualifications in IT Find applicants for the company

measurable objectives

What is the purpose you are creating the video advertisement?To guage entertainment by making it colourful and eye catching to the target audience, and raise awareness of the many diffferent qualifications availible throughout the cyber security industry in wales.Target audience As stated in previous slides my target audience are people that have an interest in cyber security and IT and want to further persuue this in their career. House style colour scheme - Blue/Black/Whitefont style - Black font colour using the font "Gill Sans" the size will range from 28 - 38layout - I will use a dark blue solid background and over the top have two white text boxes. a strip at the top for the subheading of each slide and a bigger white text box for the information/pictures.

Defining a marketing campaign

clip six - why should you work in cyber security?5 secondssubheading and textdissolve transition clip seven - what salarys do these jobs pay?5 secondsbar chart and subheadingdissolve transitionclip eight - thank you for watching!5 secondslogo in top left corner and text in the mmiddle of screen

Designing a video advertisement

During my video every slide will have the duration of 5 seconds each. all text and images on the slide will have the same duration of 5 seconds each. in total the video will be 40 seconds long. the music i have overlayed plays for the full 40 seconds of the video. after each slide there will be transitions clip one - logo page2 secondsdisplay seiber cymru cyber logoslide right trasition clip two - what is cyber security?5 seconds subheading and textslide down transitionclip three - what role best suits you?5 seconds image with textwipe right transition clip four - cyber security qualifications5 seconds subheading and textwipe right transition clip five - university courses 5 secondssubheading wipe down transition

Got an idea?

Let the communication flow!

With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like!Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

  • Generate experiences with your content.
  • It’s got the Wow effect. Very Wow.
  • Make sure your audience remembers the message.