Digital Marketing Portfolio for Backup North West

This report discusses the digital marketing portfolio of Backup North West, including the AIDA model, promotional campaigns, new digital plan, objectives, and evaluation of effectiveness. It also highlights the importance and applications of digital marketing.

Digital Marketing
Portfolio – BackUp
North West

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
AIDA Model...............................................................................................................................3
Promotional Campaign of Backup North West..........................................................................4
New Digital Plan.........................................................................................................................5
Objectives of Campaign..............................................................................................................6
Evaluation of effectiveness of Campaign...................................................................................6
Importance of Digital Marketing................................................................................................6
Application of Digital Marketing................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Business organizations need to promote their products and services in order to aware the
customers about the company's brand and to persuade them to purchase those products or
services. For this purpose, companies develop marketing mix strategies and use various
promotional channels to interact with the customers. Now, companies are avoiding the use of
traditional marketing and using the digital channels to promote their products. Digital marketing
is emerging day by day in current marketing world (Hepner, 2022). This report will cover the
tools of digital marketing used by Backup North West fro promotion purpose. It will also provide
a new communication plan using AIDA model. Further, the report will also cover the importance
of digital marketing tools and its application.
TASK
AIDA Model
This model is proved to be effective to be used in marketing and promotion. It states
different stages of purchasing of product by an individual. The main elements of AIDA model
are explained below :
 Attention : It is the first stage that includes attracting customers by demonstrating the
content in front of them. The content of company should be attentive enough to grab the
attention of customers. It helps in creating brand awareness and in interacting with the
customers.
 Interest : This stage put emphasis on holding the audience. It involves developing the
interests of audience about the products and services of company so as to develop their
interest in learning about the brand and benefits of the company's product or service
(Schmitt, Rossi and Bensoussan, 2022). For this, it is required to engage the customers
with effective content.
 Desire : In this stage, people develop their desire to purchase the product after being
attentive and developing their interest and trust for the brand. The efforts of the company
to interact with the customers via strong brand make the audience buy the product of
company.

 Action : It is the last stage in which audience actually takes action to buy the product.
The companies also offer online services through website and provide links to facilitate
online purchase of products.
Promotional Campaign of Backup North West
The main aim of the promotional campaigns of Backup North West is to aware the
audience about company's offerings (Yulianita and et. al., 2022). This company organises
promotional campaigns for providing shelter to homeless children. It uses different online
platforms to reach out to the large audience to offer the products. It wants to reach the homeless
people in a quick manner by using social media platforms as they are proved to be time as well
as cost effective and quick way of reaching a large audience. The company performs various
activities relating to promotional campaign such as providing educational facilities to homeless
children, creating infrastructure and collection of funds. In context with Backup North West, it
uses the following social media platforms for effective marketing and promotional campaigns :
 YouTube : This platform provides the services of watching and sharing the videos on
global basis. By the research, it has been observed that 70 % people watch videos on you
tube creating the way for the organization to convey its promotional message to the large
audience. The company makes small videos to convey its message to a large audience. It
is cost effective as there is no cost in uploading a video on you tube. Company shares
these videos on you tube so as to make people a part of this charitable trust by way of
donation according to the abilities. A link pops up at the end of video that wants viewer
to open the official you tube page of Backup North West to see its promotional videos.
 Instagram : This social media platform is very popular among the young generation. It
develops connection between various users of Instagram that helps in creating awareness
about the campaigns of company (Subadra and Hughes, 2022). Backup North West
company organised Christmas Eve Campaigns, Halloween campaigns and Eye catching
campaigns to make people aware about the issues rising in the country. It has been
observed by analysis that the people are watching and sharing the campaign messages
and videos through this platform. Companies post these campaigns on Instagram with
swipe left option that makes user to open the official page of Backup North West to view
other details in relation with campaigns such as likes and comments etc.

 Facebook : The organization is also using this platform to share the photos and posts in
relation with its promotional campaigns. The app charge a nominal amount to promote
the campaign feature for the companies. It proves to be a cost effective method for the
company to reach out to a larger audience.
 Online E-Newspaper : It is a contemporary practice adopted by the business
organizations by providing digitalization in their newspapers and business magazines. It
allows the users to read current as well as past news and activities about the company.
They also provide promotional campaigns details on the corner of the page by way of an
advertisement that forces the user to open the article and read about the promotional
activities' full article of the company.
 Websites : The company has its own official website i.e. www.backupcharity.org.uk that
shows all the promotional activities and campaigns of the company on login in to the
website. Its social media platforms also contain the link of website to make users know
more about the company through clicking the link.
New Digital Plan
The companies use different communication tools and techniques so as to make the
promotional campaign successful. To form a digital plan, Backup North West should adopt the
following steps to facilitate effective digital communication :
 Identify the Purpose : The company must first identify the target or goal of organising a
campaign so as to define the reason of organising the campaign. A clear objective and
motive will provide a path for efficient campaign.
 Target Audience : It involves identification of the target audience for organising
campaign of the company. It can be done on the basis of age, gender, income and
education level of the audience (Flanagan and Bumble, 2022). The company must make
efforts to align the target audience to the objective of campaign.
 Defining Appropriate tactics : It involves the use of appropriate channels to reach out
the large audience such as using the suitable digital marketing platform in a cost effective
manner like you tube, Facebook, Instagram etc.
 Measurement and Analytics : The company can analyse the success of campaign by
having the social media insights and observing the ratings and engagement rate that help
in analysing the success rate of campaign of the company. AIDA model has been used to

engage the customers by effective use of digital marketing links by which individuals
develop interests in getting more information about the campaign of company.
Objectives of Campaign
The following are the objectives of organising a promotional campaign by the Backup
North West :
 Its main objective is to spread awareness about the campaign.
 To spread awareness about the need of charity.
 To increase social media interaction with the customers.
 To make the customers more engaged with the company through social media.
Evaluation of effectiveness of Campaign
The effectiveness of campaigns can be measured by standard KPIs (Key Performance
Indicators). It helps in analysing how effectively the organizational campaigns impact the target
audience of company. The company can use three tactics to measure the effectiveness i.e.
conversion rate, cost per click and average order value (Haqbin, Shojaei and Radmanesh, 2022).
It can also use dashboards to provide insights about the campaign data that shows the campaign
performance on a constant basis. It can also follow the benchmarking method of monitoring the
effectiveness of campaign by comparing the standard performance or past performance with the
actual performance and identify the deviations or gaps to take corrective measures to improve
them.
Importance of Digital Marketing
Digital Marketing is a crucial element in promoting the products or services of the
company. It involves digital channels like social media platforms to advertise the products of
company. It serves as a cost and time effective method to target and attract a large audience in a
quick and effective manner. The following points describe the importance of digital marketing :
 Affordability : It is an affordable method of marketing over other methods including
conventional methods as well. The digital ads involve prices according to the duration of
time and attract large audience. Thus, it serves as a most affordable promotional tool for
the company.
 Mobile Accessibility : It provides an easier way to reach people when they are reading
any online article, news, magazine or browsing any search engine. It has been observed

by analysis that more than 77 % of adults use personal mobile phones (Inan, 2022). So,
digital marketing facilitates mobile accessibility for the companies.
 Flexibility : This tool can be used via any online channel such as social media platforms,
email marketing, content marketing etc. Digital marketing is a flexible tool that can
facilitate baner ads as well. It also supports integration of online as well as offline
promotions. Such as indication of online information like link of company on offline way
of advertisement like on baner ads.
 Expansion : It helps in expanding the business for small vendors as well by helping them
in promoting their p[products through online channels. Due to the convenient
implementation, every business i.e. small, medium or large business can expand the scale
of business by using digital marketing tool.
 Interactivity : It helps in developing interaction with the customers by getting their
review and feedbacks on the social media pages and official account of the company. It
helps the company in understanding consumer behaviour and by resolving their
feedbacks , it facilitates customer value as well.
 Tracking : In digital marketing, marketers observe the pixels to capture the actions of
users who visit on the website after watching and clicking on the ad. It enables to track
the ad campaigns and helps the organizations in implementing effective strategies to
develop large customer base.
 Influencer Engagement : Companies engage with social media influencers to make their
brand more strong among the target audience of company through their advertisement by
famous social media influencers (Almeida and et. al., 2022).
Application of Digital Marketing
There are various applications of digital marketing that include social media
management, automation, content marketing etc. that helps the businesses in adding value to the
organizations. Some of the applications are listed below :
 Advertising Medium : Organizations can use digital marketing as an advertising
medium by advertising their products on different social media platforms to create
awareness of their brand.
 Platform for sales transactions : Digital marketing facilitates in purchasing those
products that the customers search for. The artificial intelligence and virtual reality

techniques help in understanding the buying behaviour of customers and in giving them
real-life experience of the products of company (Chintalapati and Pandey, 2022).
 Distribution Channel : Digital marketing facilitates the company by offering a channel
to sell products directly to customers and also supports B2B transactions. It helps the
company in generating more revenues by facilitating online shopping for its target
customers.
 Customer service mechanism : Digital marketing facilitates self service for the
customers. For example, companies an use this tool to provide frequently asked questions
to the customers so as to provide more information about the products and services
(Lima, Morgado and Duarte, 2022). Customers can refer those questions if they have any
queries about the products.
CONCLUSION
From the above discussion, it has been concluded that digital marketing plays an
important role in promoting the products and services of the company. It helps the company by
ensuring its presence on various digital channels like social media platforms, marketing apps,
website of the company etc. It helps the company in understanding the buying behaviour of
customers and in creating customer value that facilitates in creating large customer base of the
company. Organizations can run their promotional campaigns on various social media channels
like you tube Facebook, Instagram etc. by sharing the campaign information in the form of
videos, posts , images and content as well. It has also helped the company in measuring
effectiveness of the company by observing positive reviews of the customers and users.
REFERENCES
Books and Journals
Almeida, S., and et. al., 2022. When the Whole Is Greater than the Sum of Its Parts: Hotel
Marketing Consortia as a Winning Strategy. In Case Based Research in Tourism,
Travel, Hospitality and Events (pp. 319-341). Springer, Singapore.
Chintalapati, S. and Pandey, S.K., 2022. Artificial intelligence in marketing: A systematic
literature review. International Journal of Market Research, 64(1), pp.38-68.

Flanagan, M.F. and Bumble, J.L., 2022. Mapping Assets for Postschool Success (MAPS): Using
Digital Resource Mapping to Enhance the Transition Process. TEACHING Exceptional
Children, p.00400599211068143.
Haqbin, A., Shojaei, P. and Radmanesh, S., 2022. Prioritising COVID-19 recovery solutions for
tourism small and medium-sized enterprises: A rough best-worst method
approach. Journal of Decision Systems, 31(1-2), pp.102-115.
Hepner, J.L., 2022. COVID-19 Pandemic Business Innovations in Luxury Marketing: Building a
Theoretical Toolbox. In Consumption, Production, and Entrepreneurship in the Time of
Coronavirus (pp. 79-104). Palgrave Macmillan, Cham.
Inan, Ü.S.E., 2022. Use of Augmented Reality Technology in Marketing. In Technological
Development and Impact on Economic and Environmental Sustainability (pp. 168-182).
IGI Global.
Lima, M., Morgado, J.F. and Duarte, R.P., 2022. Low-Cost Embedded System for Customer
Loyalty. In Proceedings of Sixth International Congress on Information and
Communication Technology (pp. 777-785). Springer, Singapore.
Schmitt, R., Rossi, A. and Bensoussan, A., 2022. Digital Transformation of the Omni-personal
Customer Journey. In Omni-personal Luxury (pp. 63-139). Palgrave Macmillan, Cham.
Subadra, I.N. and Hughes, H., 2022. Pandemic in paradise: Tourism pauses in Bali. Tourism and
Hospitality Research, 22(1), pp.122-128.
Yulianita, N., and et. al., 2022. Implementation of skills for using social media in the context of
online business communication. In Islam, Media and Education in the Digital Era (pp.
306-313). Routledge.