Contemporary Issues in Marketing: Digital Marketing Communications Campaign Portfolio and Reflective Summary

This report discusses the AIDA model and its appropriate channels, the marketing campaign of Enterprise cars, and a reflective essay on the importance and application of digital marketing tools in contemporary marketing. The report covers the objectives, measurement of success, and campaign plan for Facebook, Instagram, Twitter, YouTube, and the company website. The subject is Contemporary Issues in Marketing, the course code is BMP4004, and the course name is BSc (Hons) Business Management.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
Submitted by:
Name:
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Contents
Introduction 1
AIDA Model p
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p
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Introduction
The marketing process in a business organisation or company is used in expressing the
different problems, issues and others for overcoming these major issues as well as also used
in the increasing and enhancing of the sales volume, profits and revenues. There is always a
need for this developmental process in the business organisation or company such as several
marketing campaigns and others. The strategic marketing process of business organisation or
company includes the mission, marketing plan, situation analysis, marketing mix, its
implementation as well as its control. These will help business organisation or company in
increasing and enhancing awareness of products and services that are provided by an
organisation to target audience in the market place. This following project includes discussion
and explanation about the Enterprise cars which is engaged with sales of differentiated cars as
its products and its related rental services to its customers in market place. This report also
covers the discussion related with the AIDA model with its appropriate channels. Moreover,
this following report also covers description about the marketing campaign of Enterprise cars.
This following report also consists of a reflective essay about the importance and application
of digital marketing tools used in its contemporary marketing.
AIDA Model
AIDA involves certain steps that are required for the successful marketing of a business
organisation or company. These steps are attention, interest, desire or decision and action
used by them. The AIDA marketing model is used in modern marketing and if there is a
single step that is missed it can result in the unsuccessful result or failure. The AIDA model
is used mainly is its simplicity in its use (Al Abdulrazak, 2019). The straightforward design
of AIDA model makes it easy to use in the recent times. The business organisation or
companies use this for optimizing the online presence and value of their brand and reputation
on social media platforms.
Campaign objectives
Objectives play an important role in campaign. They are used for adding a higher level of
responsibility and duties for the marketing team that is present in a business organisation or a
company. With the Enterprise cars context, the company also has some of its objectives that
are developed related with its cars and its services (Thrassou, 2020). The objectives of Adidas
Shoes are described as follows:
 Development of a positive brand image and value.
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 It wants to provide its employees with a great place and positive environment to work.
 It wants to be one of the best transportation service provider.
 It also wants to increase the expectations of customers for service, quality and great value.
 It needs to serve its various communities as one of the great committed corporate citizen.
Measurement of success
For the measurement of the success of the Enterprise cars’ marketing campaign, there are
various measures that can be adopted (Canavan, 2020). Some of them are described as
follows:
 Reviews that are there in newspapers and magazines.
 Increase in the social media likes and comments.
 Customers feedback that are related with their products and services.
 Measurement of the number of followers on social media of the organisation.
 Presence of the company on the various social media platforms.
Campaign plan
The campaign plan is discussed in the following context:
Facebook: The manager and management team of the Enterprise cars is required to have a
complete research related with its competitors that are present in the market place. This will
be creating impact on the market share’s preferences, tastes and perceptions (Daskalopoulou
and Preece, 2021). The using of social media needs to be enhanced with its functions and
operations with the help of more and more comments, likes and sharing.
Instagram: Enterprise cars is required to capture and gain more and more market share. The
interest of the potential users needs to be established for the company’s products and its
related services with the help of offering more promotional activities and advertisements and
many others on its page.
You Tube: A large amount of numerous videos is need to be required to be posted and
uploaded on this media platform with help of the professional suggestions, expertise and
advice along with proper guidance (Dixit, 2020). More and more feedbacks are needed for
ascertaining and providing essential and effective data and information.
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Twitter: Appropriate using of several hashtags needs to done for persuading more customers
from the market place with the help of regular and continuous multiple posts and uploads on
Twitter.
Webpage: Overall information is needed for informing decisions of company regarding the
data and information. Then the errors and checking of errors in the business organisation or
company are done by the expertise manpower.
Communication 1: Facebook
Enterprise cars makes the great and proper use of various top model cars and designs and also
for doing the regular and continuous modifications in the unique designing of cars that aids
the company in capturing and having a great number and large extent of market share. It is
also making complete use of different and effective as well as uniquely catchy headlines that
are used for developing interest and drawing the attention of the target customers in the
market (Fill and Turnbull, 2019). The respective company that is Enterprise cars links its
complete website to their potential customers that are present in market which provide
assistance and help in maintaining interest and attention of the customer-base in market. The
company that is Enterprise cars also creates various expectations that are regarded with the
cars in the mind of the customers that are present in market with the help of targeting market
by the use of effective, attractive, unique, catchy and conventional lines in its promotion and
advertisement. The potential users and people of Facebook are then able to like, comment and
share on their posts related with company posts.
Communication 2: Instagram
Customers’ attention is gained by the presence of unique designing of cars. Captions and
designing of cars help in attraction of customers for their products and services that is cars
and this helps in building stronger relationship among the company and its target audience.
Enterprise cars provides various discounts and incentives are being offered for increasing
interest of customers. Instagram uses various hashtags which are created as they lead to
creation of brand awareness (Ngugi, O'Sullivan and Osman, 2020). Pictures of cars are taken
by target audience which are posted and uploaded thereby resulting in increasing awareness
among more customers. Company has all its links with all their pages of Instagram along
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with the page of customers which makes it easy for making purchases of company’s products
on a very large scale.
Communication 3: Twitter
Twitter is one of the most used social media platform that is utilized worldwide by millions
and billions of users. Enterprise cars company prefers to have communication on Twitter to
develop effective and better advertisements and promotion of its products. The marketing
management team of Enterprise cars also uses Twitter to communicate and for staying close
with targeted customers (Pich and Spry, 2019). Twitter helps the company in performing its
marketing operations in the whole world with the help and support of Twitter. It is major role
of a company to have its concentration on the development of important operations in
accordance with customers’ demand at the marketplace.
Communication 4: YouTube
You tube is major used as well as most popular video website that is an online video viewing
platform used in the whole world. It is seen that the important role of a company or a
business is to promote and advertise its products with development and attraction of customer
attention with the help of seeking videos (Scheuing and Niininen, 2021). Enterprise cars also
with the motive to increase and enhance the revenues and profits of its company, it is
important for it to take support and help of You Tube for its products promotion and
advertisements.
Communication 5: Website
Website development is observed and is one of the important operation for a business or
company for developing the important and necessary operations and functions in an ethical
way. The website development is important function of company, Enterprise cars as it is used
in sharing the data and information product on its personal website. The publicity and
promotion of goods and services is done for performing major operations of company in a
systematic method (Stidder, 2022). Website development is major operation that is done and
developed by the aid of IT experts and team.
Reflection on Campaign
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It is essential and important for an individual to develop a very focused approach in the
writing reflection with the motive of demonstrating learning and knowledge. In my views, the
campaign of Enterprise cars went very well. It can be seen by me that it has gained a major
success in its completion of its objectives as it was beneficial in catching the complete
attention of the target customers that are present in the market place. According to me, I have
seen that with the information and technology based practices help there has been a great and
immense success and growth of the campaign of Enterprise cars. I believe that campaign of
Enterprise cars was also good in each and every sense as there has been a great increase and
enhancement in the number of the sales, revenues and profitability ratios of the company. The
campaign went well according to me as the customer’s analysis and important and necessary
steps were taken with the main motive to fulfil all the needs, wants and demands of the
customers. I also believe that the company in order to gain great effectiveness and various
other competitive advantages, it is important for Enterprise cars to take the help and complete
assistance of planning and strategic frameworks by the management team present in the
company in context to its marketing. According to me, the car rentals save from the
maintenance fee worries and depreciation losses of our cars. If there is less need of a car in
the everyday life and is used only for some special occasions, then according to me, it is best
to just rent cars which is provided by the Enterprise cars which will save us from the issues
and problems related with insurance fee, maintenance charges, servicing and many other
things. It is seen by me that Enterprise cars provide various modern solutions related with the
issues and problems of the cars and also the issues of automobile industry. According to me,
the Enterprise cars show everything that is being offered by it to the automobile industry and
the target audience that is present in the market place. It has renewed all its different
investments of its company for gaining the growth and development of its company in the
market (Sharma, 2019). According to me it has driven growth and success in its operations
and functions that has been helped by the use of various different social media platforms and
their related activities. Enterprise cars has been providing the market place with most
resourceful, efficient, effective and sustainable transportation remedies and solutions that are
available to the people and customers or target audience which is present in the market place.
According to me, the biggest thing that gave the company a big success and development is
that it still keeps a generous and great incentive program for its employees and other working
staff members in its company. It also sees that its employees bend over to take care of its
target audience and customers which directly results in the increase and enhancement of its
operations and functions with greater profits and sales. According to me the company also
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has gained success and development as it has provided numerous benefits to its target
audience related to car rental system in market. Some of the different and main advantages
provided by the company are described as that it has saved time and cost of its users and
potential customers. It has led to more discovering for the travelers as they are limited with
the use of public transport, thereby reducing this major problem and also it has overcome this
issue. Enterprise cars according to me also gives the feels of being a local. The cheap pricing
policies and strategies adopted by the company that is Enterprise cars has also added to the
growth and success in accordance to me. The door to door transportation and no waiting
times has also been the major reasons of growth of the Enterprise cars, according to me.
Personal honesty and integrity which are adopted by the Enterprise cars are the foundation
that has also led to its success in market according to me. The equal treatment of every person
who is the client of Enterprise cars who walks out of door with respect is yet another major
foundation of its success. Enterprise cars also sees that there is a great connection with
employees and customers. Whether it is a client or an employee of the company, it has its
focus fixed on building great, loyal, as well as long-term relationships with them by meeting
and fulfilling their needs and demands along with earning their trust. These all factors or
aspects that are being adopted by the company that is Enterprise cars has led to the increased
value and respect in the eyes of the target audience in market place, according to me. It has
also been observed by me that these aspects which have been adopted by the company,
Enterprise cars has also resulted in its great social media platform presence. These social
media marketing platforms have greatly helped and supported Enterprise cars in
accomplishing all its various numerous objectives and goals with the help of effective and
efficient strategies and policies. According to me, there is a great success and development of
Enterprise cars in the market with the help of various different social media platforms that are
present online.
Conclusion
From the above stated report it can be concluded, a corporation or an enterprise uses
advertising and marketing campaigns for achieving the goals and objectives of organisation
which are related with customers and client’s engagement, sales, profits and others that
results in the increase and enhancement in customer’s loyalty with brand. There are numerous
social media platforms which are present and that are used by organizations such as
Facebook, Twitter and others. These social media platforms are of great use for the various
business organizations and company in gaining more trust and loyalty from customers and
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thereby increasing and enhancing the profits and sales of the business organizations and
companies that are present in the market place.
References
Al Abdulrazak, R.M., 2019. NATION BRANDING AND PLACE
MARKETING. Contemporary Issues in Marketing: Principles and Practice, p.363.
Canavan, B., 2020. Contemporary Consumption, Consumers and Marketing: Cases from
Generations Y and Z. Routledge.
Daskalopoulou, A. and Preece, C., 2021. Contemporary perspectives on charity and nonprofit
arts marketing: From creative economy towards a public realm. In Charity
Marketing (pp. 128-142). Routledge.
Dixit, S.K. ed., 2020. The Routledge handbook of tourism experience management and
marketing. Routledge.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and
disruption. Pearson UK.
Ngugi, I.K., O'Sullivan, H. and Osman, H., 2020. Contemporary issues, developments and
transformations in the food and drink sector. In Consumer behaviour in food and
healthy lifestyles: a global perspective (pp. 186-200). Wallingford UK: CABI.
Pich, C. and Spry, L., 2019. Understanding brands with contemporary issues.
In Contemporary Issues in Branding (pp. 11-34). Routledge.
Scheuing, S. and Niininen, O., 2021. GDPR guidelines for academic research in marketing.
In Contemporary Issues in Digital Marketing (pp. 139-151). Routledge.
Sharma, E., 2019. A review of corporate social responsibility in developed and developing
nations. Corporate Social Responsibility and Environmental Management, 26(4),
pp.712-720.
Stidder, G., 2022. Teaching Physical Education: Contemporary Issues for Teachers,
Educators and Students. Taylor & Francis.
Thrassou, A., Vrontis, D., Weber, Y., Shams, S.M. and Tsoukatos, E., 2020. Editorial
Introduction: The Changing Opportunities and Challenges of SMEs in
Contemporary Business. The Changing Role of SMEs in Global Business, pp.1-
13.
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