Digital Marketing Campaign for Aston Martin DB11: A Practical Skills Assessment Portfolio
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This report covers digital marketing campaign of Aston Martin’s new car model DB11. It further cover campaign objectives, measurement of success campaign plan, different types of digital communication medium such as Facebook, Instagram, Twitter, Youtube and Website. It also covers reflection on campaign.
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Business Management BMP4004 Contemporary Issues in Marketing Assessment 2 PracticalSkills Assessment Portfolio Submitted by: Name: ID: Contents
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Introduction1 Campaign objectives1 Measurement of success1 Campaign plan2 Communication 1: Facebook3 Communication 2: Instagram3 Communication 3: Twitter4 Communication 4: YouTube4 Communication 5: Website4 Reflection on Campaign4 Conclusion7 References8
Introduction Digital marketing is the type of marketing which includes internet sources and digital tools such as computers, laptops and many others to promote the product(Saura, 2021). Aston Martin is a British sports car manufacturing company which is founded in 1913 by Lionel Martin and Robert Bamford and it is headquartered in Gaydon, UK. The following report covers digital marketing campaign of Aston Martin’s new car model DB11. It further cover campaign objectives, measurement of success campaign plan, different types of digital communication medium such as Facebook, Instagram, Twitter, Youtube and Website. It also covers reflection on campaign. Campaign objectives It is essential for every company to prepare an objective for their campaign so that they will get to know that which actions and tactics they should follow to reach the success of campaign. In context of Aston Martin, the main objective of their new product Aston Martin DB11 is to reach a large number of customers through digital platform and gain their attention toward the new and innovative features of the new product of the company. This further helps to aware customers at global level and help the company to develop their sales and profitability. Measurement of success The following campaign is conducted on social media platform by using various social media types such as Instagram, Facebook, Twitter and many others. Hence, the success of campaign will be measured in case the company will get high likes and shares of their content which they shared on social media platforms (Minculete and Olar, 2018).Secondly, when customers start contacting company and clearing their doubts about the new product and when they were asked that from where they get to know about the product and they reply that ‘from social media campaign of company’ than company can measure success because the main purpose of the campaign is to reach more customers globally.
Campaign plan Objectives- 1.To aware more customers about the product. 2.To increase sales of new product. 3.To gain competitive advantage with new model Aston Martin DB11. Targeted audience- The targeted audience are young sports people who participate in car sports tournaments. Here, company mainly focuses to target those customers who use digital medium to analyze current models of racing cars on regular basis. Male and female both are targeted in all around the world. Competition- There are various competitors of Aston Martin like BMW, AUDI, Mercedes and many others who introduce new car model with additional features and technology as compared to their previous model to attract their customers. These companies are having high market share and high brand image in market which helps them to gain high customers demand for their products. Campaign marketing medium- Facebook Instagram Twitter Youtube Website Actions and tactics- Aston Martin will promote their promotional campaign of their new car model DB11 through social media channels. Hence, their main focus will be on the content and targeted audience. In context of the company, they are required to focus on influencing factors of their targeted audience and then share similar kinds of content on their social media channels to gain their attention. Another important action is that the company must continue to measure the success of their campaign with different digital performance measurement tools on regular basis. Measurement tools- KPI Sprout Social Google Analytics
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BuzzSumo The AIDA model of Hierarchy- Attention- It consists of actions and steps taken by company to aware their customers about the product and campaign to gain their attention. In context of Aston Martin campaign, they can promote their new product DB11 through social media by uploading pictures and videos of good graphics. Interest- It is the stage where campaigns focus to generate the interest level of their customers(Behera and et. al., 2020). In context of Aston Martin campaign of DB11 car model promotion they can analyze who likes their social media posts and videos and then they can try to advertise same car model to those followers who liked and share the posts. Company can also send direct message to followers about the features of their new car model. Desire- Another step is to make customer to desire the product strongly. Here, digital campaign of Aston Martin can create a strong desire for customers by showing personal experience of few popular car racing drivers who tested this model. After seeing the positive reviews from some popular car racing drivers their followers will get attracted to the product strongly and need to purchase it. Action- This is the last step of this model. Here, the campaign will share their market value and benefits of products well to their customers. Communication 1: Facebook Facebook is a social media social media platform where companies share the picture and videos of their products to attract customer’s attention toward the brand. There is no geographical restriction for the social media platforms which means a company based in UK can promote their product in Asian countries through social media marketing. Here, more number of likes and shares will define the success of campaign. Communication 2: Instagram It is also a social media platform where companies mainly focus to increase their total number of followers because more number of followers will help them to gain more likes and comments(Saura, Palos-Sanchez and Correia, 2019). Here, followers are able to comment below the picture which is shared by company. This will help the company to analyze their preferences toward their new product and
marketing campaign to promote the product. Communication 3: Twitter It is another popular social media channel where a business can gain many benefitsforpromotingtheircampaignsandproducts.Theycanusehashtags, bookmark, direct messages, share, retweet and many others. The post on trending topics will automatically list at the top in Twitter.Hoot suit is a tool which can be used to manage twitter account of a individual and a company. Communication 4: YouTube It is an online video sharing and social media platform owned by Google. It was launched in 2005. Here, companies share the videos of their manufacturing process and how they work to satisfy their customers. It also has followers and the followers who follow the YouTube account of any business will get updates regularly when the company uploads any new update. This can be used for blogging too where a individual can share their personal experience through a video. Communication 5: Website A website is a collection of web pages and related content which is identified by a domain name(Rosokhata and et. al., 2020). It is essential for a website to publish at least on one web server. It is the platform where company shares their all kind of information like about the company, about the product, contact number, geographical area they serve, their official mail id and many others. A customer can also mention their complaints on the website and company is required to respond their customers as soon as possible. Reflection on Campaign Importance and application of digital marketing tools- There are various kinds of digital marketing tools which can be opt by Aston Martin to promote their campaignandfewofthedigitalmarketingtoolsarementioned below-
Social media platforms- It is the platform such as Instagram, Facebook and many others which is used for promoting the product or campaign.Incontextof Aston Martin, they can use this tool to target audience globally. It is essential for them to focus on the quality of content and pictures and videos which they are sharing on social media platforms. An attractive and good quality of graphics should be used for uploading pictures of car. Sharing outer look as well as interior look of car on social media will help the gain more attention of customers(Kim, Kang and Lee, 2021). In context of written content they must mention short and precise messages on these platforms because a long messages can make the audience bore and uninteresting to read the content. Mentioning the benefits and innovative features of the new model will help to gain attention of customers on social media. The information should be like – [Seating capacity- 4 Horsepower- 447 KW Engine- 5.2 L V12 Curb Weight- 1,857 kg Fuel tank capacity- 78 L Dimensions- 4,739 mm L x 1,940mm W x 1,279mm H] This type of information will help the company to aware their social media follower’s proper and adequate features of their new model DB11. They can also share their feedback form on Facebook, Instagram and other tools and as their customers to fill it and resent it so that the campaign will get to know whether the customers are having positive or negative reviews regarding their new product. In context of YouTube, the campaign must use blogging type of video where they can share the personal experience of the instagram and facebook influencers in the field of sports. Using brand ambassador which is well known person of car caring sport will help the gain more attention of customers and they can easily believe that if such kind of person is reviewing the car for good ratings than it must be good. Website- It is another important tool where each company is having their own web page on web server where they share the information regarding their products and services, contact number and other essential details. It is believe that website should be attractive and good looking as well as easy to use so that customers will like to reach the website and read the information about product and company from
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there(Dahiya and Gayatri, 2018). In context of digital marketing campaign of Aston Martin for their new product Aston Martin DB11, they can use good and attractive pictures on their website. They can also invite their targeted audience for virtual test drive through their website. This option will help the customers to analyze the experience like they are really sitting inside the car. Hence, this will help campaign to become more successful in market and this will further help to increase the sales of new product. Examples of companies for their success to promote their digital campaign- BMW marketing campaign- BMW is another well known car manufacturing company in the industry. They use their campaigns to promote their new products and they also use social media platforms and website for promoting their products through their digital campaign. They use guest star in BMW marketing campaigns, they analyze that most influencing celebrity on social media platform and then they contact to the celebrity and them to promote their new cars and they pay fee to these stars for promoting their digital campaigns. This will help them to gain more attention of customers. BMW also focus on showing off the competitive side within their campaigns where they compare their cars with other company’s car and mention the difference and highlight the technological benefit of their cars as compared to other cars. For example, BMW’s new ad is routing Tesla’s new model for its timeless waiting lists (6 Key Points About The Digital Marketing Strategy Of BMW, 2021). I think here, BMW is promoting their digital campaign in a right direction because the customers in automotive industry prefer to buy best technological car on current time and especially racing cars. Hence, comparing the car models with other brandwillinfluencethecustomerstoswitchtoBMW.Secondly,usingbrand ambassador who are well known celebrity such as Hadid and other Hollywood stars will help to gain attention of customers. Mercedes digital marketing campaign- Mercedes is another well known companyinautomotiveindustrywhichispopularforitstechnologyandwell attractive designs and powerful engines. In promoting their cars they engage in digital marketing campaign where they started sharing their new slogan “Sacrifice Nothing” and this slogan reflects that the cars of Mercedes are having all those features and technology which is expected by their targeted audience and they will sacrifice nothing if they buy their products(Pandey, 2021). They also follow the
strategy of ‘goes big in promoting big features’, in their advertisement they show a group of kids with bicycles and they showed the feature of ‘remote parking pilot’ whichmeanscarcanparksitselfautomatically(OutstandingDigitalMarketing Strategies Of Mercedes-Benz, 2021). According to me this will help Mercedes to get high popularity among their industry and choosing the social media platforms such as Facebook, Instagram , Twitter and many other will help the campaigns to reach more customers globally and customers can also respond to campaign on the spot by commenting and liking the posts. This will help the companies to analyze whether their campaigns are becoming successful in market or not. Conclusion It is concluded that digital marketing is a type of marketing where companies promote their products through digitally. The main benefit of digital marketing is to reach customers at global level. It is essential for the company to set few digital campaign objectives so that they will work accordingly and it is also essential to plan a god and effective digital marketing campaign plan where the objectives and actions and tactics will be measured to achieve objective. Some of the most popular digital marketingcampaignsarepromotedthroughsocialmediaplatformssuchas Facebook, Instagram, YouTube, Website, Twitter and many others.
References Behera,R.K.andet.al.,2020.Personalizeddigitalmarketingrecommender engine.Journal of Retailing and Consumer Services,53, p.101799. Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and consumer buying decision process: An empirical study in the Indian passenger car market.Journal of Global Marketing,31(2), pp.73-95. Kim, J., Kang, S. and Lee, K.H., 2021. Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles.Journal of Business Research,130, pp.552-563. Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital marketing. InInternational conference Knowledge-based organization(Vol. 24, No. 2, pp. 63-69). Pandey, N., 2021. Digital marketing strategies for firms in post covid-19 era: insights and future directions.The new normal challenges of managerial business, social and ecological systems in the post covid-19 era. Rosokhata, A.S. and et. al., 2020. Improving the classification of digital marketing tools for the industrial goods promotion in the globalization context. Saura, J.R., 2021. Using data sciences in digital marketing: Framework, methods, and performance metrics.Journal of Innovation & Knowledge,6(2), pp.92- 102. Saura,J.R.,Palos-Sanchez,P.R.andCorreia,M.B.,2019.Digitalmarketing strategies based on the e-business model: Literature review and future directions.Organizationaltransformationandmanaginginnovationinthe fourth industrial revolution, pp.86-103. Online- 6 Key Points About The Digital Marketing Strategy Of BMW, 2021 [Online] Available Through: https://digitalagencynetwork.com/6-key-points-about-the-digital-marketing-strategy- of-bmw/ Outstanding Digital Marketing Strategies Of Mercedes-Benz, 2021[Online] Available Through: https://digitalagencynetwork.com/outstanding-digital-marketing-strategies-of- mercedes-benz/
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