BMP4004 Contemporary Issues in Marketing Assessment 2

This report discusses the implementation of the AIDA model on an organization's marketing campaign objectives and how to achieve them. It also covers the use of various social media channels for marketing purposes. The report includes a campaign plan for Facebook, Instagram, Twitter, YouTube, and the organization's website. The report also discusses the importance of setting smart campaign objectives, measuring success through KPIs, and the benefits of Facebook and Instagram advertising.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
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Submitted by:
Name:
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Contents
Introduction 4
AIDA Model 4
Campaign objectives 5
Measurement of success 6
Campaign plan 6
Communication 1: Facebook 6
Communication 2: Instagram 7
Communication 3: Twitter 7
Communication 4: YouTube 8
Communication 5: Website 9
Reflection on Campaign 10
Conclusion 12
References 13
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Introduction
A contemporary issue are those issues are daily problems and opportunities that
effect present day operations. Contemporary issues may be world poverty,
immigration, freedom of religion etc. Contemporary marketing issues can be the
collapse of third parties cookies, tone deaf messaging, breaking with brand values
etc. Enterprise car is an American car rental agency and its headquarters are
situated in Missouri which is a state of UK. This enterprise was founded by American
business man Jack C Taylor in year 1957. This report contains AIDA model
implementation on organisation and campaign objectives and how to achieve those
objectives. Moreover, it encompasses that through various social media channels
company is able to do marketing.
AIDA Model
The AIDA model was proposed by American business man Elmo Lewis. The
AIDA is an acronym of Attention, Interest, desire and Action. This is an advertising
model that help organizations to identify that through how many stages and buyer
went through during the process of buying goods and services (Albino, 2021). The
AIDA model is the basic and advertising model used to develop marketing
campaigns. AIDA model was founded by advertising Elmo Lewis in year 1898.
According to this model, Customer passes through four different stages of this model
regarding buying product or service. The AIDA model is known for its simplicity
because this model is easy to understand and flexible to implement. This model is
very to understand and not so complex to understand. In reality, AIDA model is very
relevant in today world because this model is mainly focused on target consumer
group. and stay in customers mind. This model has several benefits but its is not
necessary that it does not have any limitations. After having various kinds of benefits
this model is not universally applicable.
The AIDA model hierarchy
 Attention – The initial step of this model is attention which focuses on that how
to attract the attention of customer. Enterprise car attract its customer by
offering excellent customer services. Customers who actually engage with
brands ad , their attention first need to be attracted. It depends upon medium
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such as radio ads, bold text on printed material, volume of TV etc. are
become helpful to seek buyers attention.
 Interest – Another major step of model is generating interesting among
customers regarding the product. The aim of this model is making user
connected with the ad of the product. It is necessary to achieve target goal
and address the problem, solve challenges of the target group. Through
advertising, customers should feel that advertising message have worth for
them it is not only to attract customers. Once the consumer is aware about
goods and services of the organisation that is existing in market than
organisation should work on developing consumer interest regarding the
product. Enterprise car increase attract of its customers by enhancing digital
marketing efforts.
 Desire: After when consumer interested in product and service than the
company goal should be make consumer desire of it. It means shifting
consumer mindset from liking to the product and desire to have the product.
Enterprise car make desire of its services to customers by making its services
exclusive. To do this, keeping serving them content is necessary.
Organization should ensure that customers subscribe your blog and, follow
organisation on social media. When customer is interacted with brand they
more trust on brand and eventually purchase organisation product or services.
 Action – After organisation is able to generate desire among people regarding
organization among product and services, give prospects the chance to
customers to act upon it. After all , the main point of creating content is to
building in depth relationships with prospects with The foremost goal of this
this step is to take the action and buy the product of the company. Enterprise
car do good advertising which encourage people to initiate action right now.
Campaign objectives
 Enterprise car want to aware audience about services offered by organisation
through marketing channels.
 Enterprise car want to increase its total revenue by 30%.
 Cutting down on the number of car which increases pollution through provide
CNG gases car services.
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Measurement of success
Key performance indicators used to measure success. Here are some indicators
which help in measuring success and if organisation is lacking (Butow and et. Al,
2020). Therefore, they may improve it.
 Conversions – Marketing is not restricted to one goal. It has several goals to
fulfill such as growing the target audience, engagement with different
stakeholders etc. An appropriate way to track conversions produced by
marketing campaign is to track before sales, and compare any changes when
campaign was going on.
 Reach and awareness – The easy and flexible way to measure reach of the
product customers and awareness regarding the product through various
social channels such as social media posts etc. Organization can collect
these information from social media site analytics.
Campaign plan
Enterprise car want to make customers aware about services and offered by
organisation. Moreover firm want to increase 30 % sales in its total revenue by
making popular brand image in transportation services.
Communication 1: Facebook
Attention – The first step to attract customer is that organisation should provide
excellent customer services which help enterprise in building good brand image of its
services among customers through giving small ads facebook, by making id on
facebook and put eye catchy advertisements between when people scrolling
facebook (Lee and Kim 2022).
Interest – When customers came to know about services of organisation than should
collect CRM data, customer phone numbers etc and mainly focus on age group
between 25 to 45 which help organisation in increasing its usability among young
age group.
Desire – To generate desire among audience enterprise car should optimize
captions for facebook posts, content formatting through different fonts, editing etc.
(Nusem, Matthews and Wrigley, 2019).
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Action – After doing all above efforts its time to take final action it means in this stage
organisation use facebook videos for live to encourage engagement and get in fresh
followers with facebook ads (Garefalakis and Dimitras, 2020).
Communication 2: Instagram
Attention – Through Instagram organisation may get customer attention by posting
eye catchy images because a picture is worth of thousand words. Instagram help in
share interest as soon as possible.
Interest – To generate interest among people organisation should create a
worthwhile instagram contest which generate audience interest regarding services
through using branded hashtag, amazing photo or video which attract audience to
took participate in contest (Hamouda, 2018). For sake of prize customer definitely
participate in contest. So prize should given to winner which boost its interest of
customer.
Desire – It is important to gain more visibility for brand through Instagram.
Organisation may use some tips to increase its reach via hashtags such use three to
five hashtags, use company name to get local audience attention and moreover use
service benefits for marketing of product and services. All above tips proves
beneficial for generating desire among audience.
Action – This is the last step of AIDA model in this step organisation took action final
action to implement plans. Through building good customer relationships by writing
attractive actions, encourage them to engage with your brand and respond to
comments and thank followers for using organisation service because customer
want to feel appreciated (White, 2022).
Communication 3: Twitter
Attention – Organisation should post picture for getting customer attention. Post twit
pics and links with attention grabbing captions. Pop up links also proves beneficial
for seeking customer attention such as if an user saw a link “WOW” than they
become curious to what is inside this link and it help organisation in getting customer
attention.
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Interest – When an customer saw new things it make them curious and they want to
know about it (Lee and Hoffman, 2015). So, enterprise car should tweet something
interest which make audience curious to know about it.
Desire – Through twitter enterprise car should generate desire of employees by
using custom metrics, show campaign structure. Twitter promote paid content which
visible to broad audience and help organisation in getting more customer
experience.
Action – Twitter help organisation in keeping things in trend. In this step enterprise
car use twitter paid content facility which help firm in keeping its services in trend.
Communication 4: YouTube
Attention – In this step enterprise car, should make its you tube channel and upload
reliable content on it and make audience aware about its services, fare charges,
policies and motives of organisation all given factors help organisation in getting
customer attention (Manafe and Pramita, 2022).
Interest – The most important step to generate interest of customer segment is
research about your audience what they like and hate (Eagle, 2019). Through creating
polls, online seminars these activities help in knowing what customers like and as
per customer interest organisation may generate interest among public.
Desire – Through making short videos, giving ads between long videos and those
short videos should be attractive and eye catchy and contains discount rides,
benefits etc.
Action – In final stage, organisation should took action to implement its plan. Now its
time to upload and schedule videos on you tube, optimize channel to attract
customers and try you tube advertising etc.
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Communication 5: Website
Attention – Website should be in synchronized form every information should have
different section which attract customer eyes and audience become curious to watch
it and they search for it which help firm in being popular among general public.
Interest – Through website, interest phase is identifying what visitor want and what
are the issues they facing and solve them with proper solutions (He, 2018).
Organisation should have qualitative software and arrange sites as per the task
which help firm in making website attractive which generate interest among public
through colourful fonts etc.
Desire – In this phase organisation should make visitor feel appreciated and feel
them safe. On website provide information which make customer feel appreciated
such as what customer want, need of the customer etc. (Johnson, 2020). These given
information generate desire among client to use its services.
Action – After analysing that what visitor want its time to take make it easy for visitor
By constantly hitting customer by having pop up links attractive links such as “ what
is inside” , “ ''Click here” etc.
Reflection on Campaign
I believe that AIDA model is very beneficial model for advertising because AIDA
benefit customer to maintain his desire and encourage to purchase product and
services. Identify what a potential consumer want and provide them a appropriate
information through valid and true content to build interest of customer. The another
necessary thing is that AIDA generate desire among - people and show the
advantages of the products and services. This includes effective techniques such as
public figure as a spokesperson or make a plead to emotions to build emotional
connection. The main aim of advertising is to sell more products and services.
Therefore, AIDA model help audience to buy the services. Moreover, AIDA provide
opportunity for economy to grow because when public purchase their desired or put
forward goods and services. It helps to balance the flow of funds which eventually
leads to hike in economical growth and provide employment.
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As per my perspective the campaign objective is to get more leads and sell more
widgets. The campaign objective should be smart, specific, achievable, realistic and
timely. Object help to keep campaign on track. To select the right campaign objective
objective organisation should choose one of the closest to companies advertising
goal. Goals that generate interest in your product and services and consumers start
thinking about services of organisation and start collecting information about
products.
In my point of view analyse success, firm need to make goals, but not all goals are
created equally. The KPIs, known as key performance indicators help to analyse the
companies success versus a set of targets, objectives, or rivalry firms. KPIs that
focus on consumers generally analyzed on per – efficiency of customer, customer
satisfaction regarding the product and customer retention. There are several
categories of KPIs such as strategic KPIs, operational KPIs, functional KPIs and
leading KPIs. If we talk about marketing KPIs which are related to this file these
KPIS will be website traffic, online medium traffic, conversation rate, blog articles
published per month, click through rates and many more . As per my knowledge A
campaign plan is a short – term goal communication plan that is made to increase
sales. The main purpose of this is to engage audiences, it usually has a content
marketing focus an integrated media schedule. An effective marketing plan should
be clear, and realistic to achieve. Facebook is the most used social platform in world.
Facebook advertising is the practice of promoting a business and brand on
facebook. It can help an enterprise to build a brand awareness, grow on online
platform, gather more lead and help in selling more products and services. Facebook
advertising includes organic text, photos and video contents, facebook stories and
reels, facebook ads, contests and giveaways these given tactics help an
organisation to get more customer attention. The basic step to initiate facebook
advertising is to create a facebook business page and than open a facebook ads
account. Through facebook advertising define your purpose and objectives to
audience, post industry news, company news and launch new products and
promotions but making a facebook page does not mean that post all the time decide
when to post and what to post. Moreover, optimize page in such a way that it looks
attractive and customer want to achieve it.
Instagram may also proves beneficial for online advertising. By creating instagram
pages enterprise car can connect with millions of people at a time. If organisation
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want to maintain a consistent engagement with its audience than post frequently as
possible because consisting posting means post will appear on followers feed often
and this way they become more aware about your product and services through
instagram. Make sure that images used for posting are of high quality so that
audience will like your post and and will get more followers. It is also important to
post videos also with photos. Videos should be more informative and show audience
exactly what an organisation want to promote without having lengthy caption below a
photo.
I believe that You tube is the best way to connect with your target audience. People
usually scroll on you tube and watch videos of own interest. Organization should try
to make small videos and make advertisement between long videos through this
promote your business and organization can demonstrate its product, speak
authoritatively and boost companies brand goodwill and reputation. Through this
mode firm is able to reach its target customer and create a virtual relationship with
companies customers and in a way that its never before been possible. Moreover if
organisation launch a new service for customer than showcase it features and
explain how to use their services. Moreover, to showcasing a service features and
functions, enterprise may use you tube videos to reply frequently asked questions.
Videos can be made to teach people that how use companies services instructional
videos help consumer to solve their technical issues and it reduces customer
support. Share live experiences of customers who has enjoy service by company to
general public. This will help company in establishing a good brand valuer and allow
to provide valuable information to potential consumer and clients and help to create
an awareness of company.
In my point of view, Twitter help in keeping things in trend via twitter enterprise can
engage with people at mass . Through creating giveaway contest and incentivize
your followers to re- tweet on companies tweet. This way people more notice about
company. Twitter is a networking and relationship- building tool. Engage with fans
and followers through conversation. When an company tweet than customer re-tweet
and this thing gives customers the sense that organisation is an accessible company
and help to others and strong relations help improve sales. Posting pictures and post
twit pics and links with attention – grabbing captions this will make people curious to
click on links and when they click on links it help them in getting information about
company. Furthermore, Website is also play a crucial role in getting customer
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attention. Website should be of anesthetic design which attracts customer because if
a website is hard to navigate than customer will definitely leave it. Customer need to
see what it is that they are buying. High quality photos allow organisation to
accurately showcase items to customer. The key success on social media is
producing high quality and engaging content that concert followers into customers.
Conclusion
As per the above conducted analysis, it can be concluded that digital marketing is
prospect which has immense capability to dominate the marketing world in the
coming future. The Research and practice of digital marketing is increasing with the
advancement of technology. The technological advancement generate several
chances and at the same time posses several challenges for the marketers.
Marketers use online digital platform to promote a brand. In this modern era, buyers
except complete knowledge related to their goods and service. The range of vision
of organisation or brand through online marketing allows the consumers to enhance
their information about the brand.
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References
Albino, M., 2021. Development of Car Rental Management System with Scheduling
Algorithm. Available at SSRN 3849830.
Butow, E., Herman, J., Liu, S., Robinson, A. and Allton, M., 2020. Ultimate Guide to Social
Media Marketing. Entrepreneur Press.
Eagle, W., 2019. YouTube marketing for dummies. John Wiley & Sons.
Garefalakis, A. and Dimitras, A., 2020. Looking back and forging ahead: the weighting of
ESG factors. Annals of Operations Research, 294(1), pp.151-189.
Hamouda, M., 2018. Understanding social media advertising effect on consumers’ responses:
An empirical investigation of tourism advertising on Facebook. Journal of
Enterprise Information Management.
He, B., 2018. Direct response funnel. From advertising to a sale.
Johnson, S., 2020. SOCIAL MEDIA MARKETING: Secret Strategies for Advertising Your
Business and Personal Brand On Instagram, YouTube, Twitter, And Facebook. A
Guide to being an Influencer of Millions In. AndreaAstemio.
Lee, J. and Kim, S., 2022. Social media advertising: The role of personal and societal norms
in page like ads on Facebook. Journal of Marketing Communications, 28(3), pp.329-
342.
Lee, S.H. and Hoffman, K.D., 2015. Learning the ShamWow: Creating infomercials to teach
the AIDA model. Marketing Education Review, 25(1), pp.9-14.
Manafe, L.A. and Pramita, K., 2022. Personal Selling Implementation and AIDA Model;
Attention, Interest, Desire, Action. IJEBD International Journal Of
Entrepreneurship And Business Development eISSN 2597-4785 pISSN 2597-
4750, 5(3), pp.487-494.
Nusem, E., Matthews, J. and Wrigley, C., 2019. Toward design orientation and integration:
Driving design from awareness to action. Design Issues, 35(3), pp.35-49.
White, M., 2022. Social Media Analytics Use Among Small Business Owners (Doctoral
dissertation, Walden University).
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