Contemporary Issues in Marketing: Importance and Application of Digital Marketing Tools

This report discusses the importance and application of digital marketing tools in contemporary marketing issues. It covers the planning of marketing communication campaigns, the AIDA model, and the use of social media, email, and website marketing tools. The report also includes a reflection on a marketing communication campaign and the importance of digital marketing tools for brand awareness, cost-effectiveness, building a customer base, brand image, reaching a wider audience, and retaining customers.

Contemporary Issues in
Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Campaign objectives .......................................................................................................................3
Measurement of success..................................................................................................................3
Campaign plan ................................................................................................................................3
Communication 1: ...........................................................................................................................4
Communication 2: ...........................................................................................................................4
Communication 3: ...........................................................................................................................4
Communication 4: ...........................................................................................................................4
Communication 5: ...........................................................................................................................4
Reflection on Campaign .................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
The contemporary issues in marketing is the cutting edge resources, comprehensive and
up-to-date resource that represent the understanding of the topical issues in marketing. Digital
marketing is referred as the advertising the products and services of company through the use of
digital channels such as websites, mobile apps, social media mail and search engines. This report
will discuss important of the effective digital marketing tools and application of digital
marketing.
Campaign objectives
 To increase the brand awareness and Visibility of brand
 To increase the customers base and sales of company
 To establish product superiority
Measurement of success
To measure the success of marketing communication campaign require to social media shares, to
monitor the web traffic, online sales, blog articles, etc.
Campaign plan
The planning of marketing communication campaign include the purpose of the
campaign such as generate the sales with the helps of marketing campaign, target the customers
and audience and budget planning for how much will spend on the campaign. The plan to
advancement in the technology and adopt the innovation in the marketing communication. The
campaign plan for attract the customers to respond the promotional campaign.
Digital communication channels
The digital communication is the part of the communication which are depended on the
technology. There are various communication channels that include the phone calls, email, video
conferencing, web chats, etc. The digital marketing communication are important for the build

the brand awareness within the target customers with the use of the AIDA model (Pearson and
Perera, 2018).
Communication 1:
Facebook is the digital marketing tools which are used for connect ability with the people and
create a positive relationship with the groups. It is used for sharing the post and campaign
regarding the awareness of products and services of the company.
Communication 2:
Instagram is the social network for sharing the images, videos and likes and comments on the
pictures or posts. It is used for the social media posts and helps in establish the brand awareness
with the helps of sharing post.
Communication 3:
Twitter is the social network for communicate with the target audience with the trend hashtags as
well as helps in generate the huge audience.
Communication 4:
YouTube is the digital marketing communication channel which are used for sharing the videos
of brands and create awareness through the videos and blogs.
Communication 5:
Website is the social network and it is the official website of the individual companies which
helps in online shopping and e-commerce.
The AIDA models is used to plan the five pieces of communication and its include the
attention, interest, desire and actions of the customers. In the context of attention, it considers the
Facebook, twitter, Instagram. etc. marketing communication channels for attract the attentions of
customers through the social media post (Pashootanizadeh and Khalilian, 2018). if the consumer
is aware about the products and services then the company focus on generate the level of interest
in potential customers with the helps of digital communication channels as well as likes and

comments of the customers on products and services. In the terms of desire, if the customers are
take interest in the products and services of the company then the customers desire from I like to
I want. After that the action is considered of the marketing campaign to purchase and initiate
actions the products and services.
Reflection on Campaign
I establish the marketing communication campaign for promote the products and services
with the promotional activities and digital marketing channels which are most important in the
marketing communication campaign. I build the objectives and plans for the marketing
communication campaign for the brand awareness and promote the brand. I also discuss the
digital marketing channels that include the five communication channels such as website, twitter,
YouTube, Instagram and Facebook (Adebiyi and Bello, 2018). The reflective on the campaign
are also included the importance of the digital marketing tools and applications of the digital
marketing.
Importance of digital marketing tools
Digital marketing tools are essential for the various prospect for the products and services
promotion and advertise with the helps of example of M&S company.
 Brand awareness: The digital marketing is essential for the product and service
awareness because those customers and target audience who don't know about the
products and services that helps in aware the target audience as well as pull the customers
towards the brand of product and services with the help of pay per click and another type
of promotions strategies and activities.
 Cost effective: The digital marketing tools are used for the cost effective strategy
because it provides the some basic features such as free of cost and that include the paid
advertising tools, search engine tools, reporting and analytical tools, customers
relationship management tools and email marketing tools (Yoga and Korry, 2019).
 Building the consumers base: The digital marketing tools are helps in build the
consumers and target audience base for build the strong relationship with the customers
regarding the products and services and attract the customers with the helps of better
reputations and goodwill of the brand of Mark and Spencer company. It helps growth of
the company.

 Brand image: It helps in build the image of the company regard the products and
services and the marketing communication campaign are helps in establish the brand
image of company and generate the sales and revenue of the company because the
customers with the helps of marketing campaign.
 Reach high: the digital marketing tools are important for reach the high customers and
audience in order to promote the products and services and helps in reach the goals and
objective of the company to achieve effectively.
 Retain customers: The digital marketing main goals is increase the business and satisfy
the loyal customers (Christina and Roselina, 2019). The importance of the digital
marketing are crucial for the M&S company for increase the customer's retention as well
as target the new customers in competitive market.
Application of digital marketing tools
Digital marketing is the great opportunities for the companies to marketing the products
and services and it is the important part of the marketing strategy. the digital marketing platforms
are used for the distribution channel, platform for sales, direct response medium, advertising
medium, etc.
 Websites marketing tools: It is the ideal tool for the content marketing campaign
because it helps in provide the relevant and valuable contents to the potential and existing
customers and helps them in solve the problems and queries (Thornton and Spencer,
2019). It is the most useful for marketing communication which are used by the mark and
Spencer company for interact with the customers instant and direct with the helps of
digital marketing and it helps in promote the products and services with the blog and
contents. It includes the various applications such as Wix, WordPress, etc. with the helps
of digital marketing tolls the company get the chance and opportunities to expand its
products and services in the competitive marketplace and company can capture the whole
focus of the customers.
 Social media marketing tools: The social media marketing tools is plays a wide role in
the marketing communication platforms to promote the products and services of the
company and expend the brands of the company effectively and efficiently because now
as days every person is the social media users that' why it helps in business development

and growth through sharing the social media post. It helps in establish the personal
connection and customers engagement as well as establish the wider audience range.
There are various application of the digital marketing tools such Instagram, Facebook,
twitter, etc.
 Email marketing tools: The email marketing campaign tools are also used by the M&S
company for deliver the messages to the customers and aware them about the products
and services which are offer by the company and the email are also generated to the
existing customer's and customers who are already engage with the business. It helps in
provide the return on investment. The email marketing tools are included the MailChimp,
GrowMeOrganic, SendinBlue, etc. it is used for aware the customers about the products
and services and promote brands of the company as well as used for the marketing
communication campaign.
The social media marketing channel is the best for the marketing communication campaign
because it helps in generate the customers and create the awareness about the products
effectively and efficiently. The digital media channel are familiar with the almost customers and
it helps company to share the blogs, post and content on the application of the social media such
as Instagram, twitter and Facebook (Ali and Papadopoulos, 2022). Many customers are login on
the social media platform in a seconds so, it is the best channel to promote the products and
services of the company. It helps in design the foster interaction with the customers rather than
the others prospects which are used for create the brand awareness. The social media marketing
helps in build the strong selling as well as establish the positive relationship between the
customer's and company.
CONCLUSION
As the conclusion, the marketing communication campaign are refer to advertise the
products and brands of the company with the helps of digital marketing channels. It helps in
create the brand awareness and promotional activities for the brands as well as increase the
visibility for the brands. In the conclusion, this report discussed the importance of the digital
marketing communication and application which are used in the effective communication with

the helps of AIDA model to plan the 5 pieces of communication as well as campaign plans
designed for the attract the customers towards the promotional campaign.

REFERENCES
Books and journals
Adebiyi, R.A. and Bello, S., 2018. Perception and practice of Integrated Marketing
Communication (IMC) among selected marketing communication agencies in
Nigeria. Acta Universitatis Danubius. Communicatio. 12(1).
Ali, I., Balta, M. and Papadopoulos, T., 2022. Social media platforms and social enterprise:
Bibliometric analysis and systematic review. International Journal of Information
Management. p.102510.
Christina, I.D., Fenni, F. and Roselina, D., 2019. Digital marketing strategy in promoting
product. Management And Entrepreneurship: Trends Of Development.4(10). pp.58-66.
Pashootanizadeh, M. and Khalilian, S., 2018. Application of the AIDA model: Measuring the
effectiveness of television programs in encouraging teenagers to use public
libraries. Information and Learning Science.
Pearson, D. and Perera, A., 2018. Reducing food waste: A practitioner guide identifying
requirements for an integrated social marketing communication campaign. Social
Marketing Quarterly. 24(1). pp.45-57.
Thornton, D.E., Spencer, M.F. and Perram, G.P., 2019. Deep-turbulence wavefront sensing using
digital holography in the on-axis phase shifting recording geometry with comparisons to
the self-referencing interferometer. Applied Optics. 58(5). pp.A179-A189.
Yoga, I.M.S., Korry, N.P.D.P. and Yulianti, N.M.D.R., 2019. Information technology adoption
on digital marketing communication channel. International journal of social sciences
and humanities. 3(2).pp.95-104.
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