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

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
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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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