Digital Marketing Communications Campaign Portfolio and Reflective Summary for Aston Martin Vantage

This report discusses the digital marketing campaign for Aston Martin Vantage using social media platforms like Facebook, Instagram, Twitter, and YouTube. It covers the AIDA model, campaign objectives, and measurement of success. The report also includes a campaign plan for each communication platform and a reflection on the campaign. The subject is Contemporary Issues in Marketing and the course code is BMP4004 for 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:
ID:
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Contents
Introduction 3
AIDA Model 3
Campaign objectives 3
Measurement of success 3
Campaign plan 4
Communication 1: Facebook 4
Communication 2: Instagram 4
Communication 3: Twitter 4
Communication 4: YouTube 5
Communication 5: Website 5
Reflection on Campaign 6
Conclusion 7
References 8
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Introduction
Various types of problems are occurred in markerting which are responsible for
decreasing the sales of firm effectively. Due to the effective use of digital marketing
company is able to identify the needs and desires of customers quickly. In this report the
selected company is Aston Martin and this company was established in . It leads to increase
the revenue and productivity of company at large scale (Dilger and Lowry, 2019). The report
will cover AIDA model, campaign objectives, measurement of success, campaign plan and
various communication platforms like Facebook, Instgram, Twitter and Youtube.
AIDA Model
The AIDA model is basically a tool which is consist of various steps which is highly
essential for popularising the products of Addidas effectively. The names of those stages are
attention, interest, desires and actions. The stage which are involved in this model is
attention, Interest, Desires and action.
Campaign objectives
In aspect of marketing campaign the selected product of Aston Martin Vantage and
it is basically sports car which is highly trending between customers. The objectives which
are developed by this company for marketing campaign must have to be SMART. Following
the objectives of Aston Martin Vantage marketing campaign has been described below -
 With in next four months company will spread the positive image of their product in
customer mind aat higher rate.
 To enhance the profit margin by 30% in upcoming six months.
 Developing the strong loyal customer base in the time period of seven months.
Measurement of success
Various kinds of measures are required to adopted by organization which assist them
to measure the growth of marketing campaign of Aston Martin Vantage. Those measures are-
 High comments and likes and shares on the pages of firms social media.
 Feedback of customers on the promotions and goods that Aston Martin is utilized for
promoting their products effectively.
 Examining Aston Martin Vantage in different types of magzines and newspaper.
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Campaign plan
Communication 1: Facebook
 Attention - Aston Martin Vantage is a sports vehicle of selected company which is
compraises of different colors, specifications and designs. It allowed business to
engage customers by showing different designs in different colors.
 Interest – For attracting the interest of customers in Aston Martin Vantage
management needs to utilize attractive headlines in different posts. The organization
also adds links of their sites which assist consumers for assisting the website of firm.
 Desire – For developing the desires of customer's organization utilized headlines for
enforcing sports car that suits the customer style. Due to effective use of headlines the
desires of users are easily increased.
 Action – In this satge customers are highly involved in company official website. The
users of Facebook liked the post very much and also facilitates feedback to the
product of organization (Gbadamosi and Sharma, 2019).
Communication 2: Instagram
 Attention - Aston Martin received the attention of customers by utililizing their
excellent vehicle design for attaracting the users to company post.
 Interest – To develop strong relationship with organization, the captions of company
need to personalised. These images also permits customers to leave their comments
regarding company products and services.
 Desire – For enhancing awareness of brand hastags are effectively formed by
business. Due to the effective use of hastags positive image of product in environment
with help of creating design in custome heart.
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 Action – Here organization page also received a link that permits the customer to go
to company website directly for buying product.
Communication 3: Twitter
 Attention – The color and design of sports car are changing constantly and attarct this
will attract the customer in large number.
 Interest – Due to using this kind of post potential customers such as children and
young generation are easily attracted to see this product in showrooms.
 Desire – The images of Aston Martin Vantage sports car also containrd that who may
influenced customer mind and develops wish to buy this product.
 Action – The post of firm also involved buying operations which permits customers
to visit the website of company and buying company goods.
Communication 4: YouTube
 Attention – Introducing Aston Martin Vantage sports car in video permits
organization to target those customers who are searching for buy this car.
 Interest – The main objective of creating video is to spreading the awareness of
company's vehicle (Madichie, 2019). The users find out what is uniqueness in this
product.
 Desire – The videos which are developed will describe about various specification of
sports car with aim of stimulating desires of customer's.
 Action – The videos of above mentioned sports car on the platform of youtube
contained various links.
Communication 5: Website
 Attention - Aston Martin Vantage are popularly known for their popular design and
sporty look for various clients. Therefore, in the website of company user firstly look
the design of car.
 Interest – The website have different variations and designs of this car which attract
the customers effectively.
 Desire – The website of company is utilized by customer as it facilitates cariety of
information about company and its goods.
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 Action – The website of Aston Martin will allowed customers to buy products from
their websites.
Due to the effective use of this campaign plan by utilizing social media platforms
such as Facebook, Twitter, Instagram and You tube customers are easily attracted in large
number. A great sales team can help in driving sales to the business. Teach your team to
collect all the contacts and personal information from their leads. For attarcting the users
effectively it is necessary that organization must introduce the feature of this product
effectively. Encourage the customers to give you testimonials, reviews, and ratings. This will
help you easily win the trust of potential leads.
Reflection on Campaign
This reflection will assist in understanding different approaches which is utilized by
Aston Martin Vantage campaign for enhancing brand awareness and customer loyalty
effectively. For developing the campaign of social media Aston Martin utilized Instagram,
YouTube, Twitter effectively.
Social media -
In the campaign of Aston Martin Vantage I select social media platform as an source
for advertising the product. The wider range of social media allows me to interact with their
customers effectively. Facebook has approximately 1,415 million accounts, 300 million
Instagram accounts, and 288 million Twitter accounts, providing opportunities for Aston
Martin to promote their product
Customer interaction – Facebook
It is one of the effective and common tool in various locations. The Facebook app
support in interacting with customers in free of cost (Sobande, 2019). The facility of 24 hours
message assist in developing positive relationship with customers. With help of this
organization easily increased the sales of their sports car effectively.
Hasgtags – Twitter and Instagram
The campaign of Aston Martin Vantage utilized hashtags to enhance communication
and loyalty of customers towards brands effectively. Different types of hashtags is utilized by
me which is beneficial for campaign.
Reviews – Youtube
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The online review is essential as the purchase is based on this. I selected the platform
of youtube for promoting the Aston Martin Vantage campaign. I also consider the
recommendation of other celebrities to promote this sports car.
Events – Websites
Various events are created that generate interest of customer in the product and
facilitate buyers a useful experience in aspect of selecting right type of vehicle. The campaign
is promoted with organization website, where different clients interested in buying the
product by participate in the event on social media.
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Conclusion
After the analysis of above information it concludes that digital marketing plays the
crucial role for spreading the awareness of company's goods and services effectively in
market. In the areas of marketing various strategies are utilized by the firm which includes
online advertising, direct selling, email marketing and others. Due to the use of these kind of
promotional tools firm easily attract the audience in large number which leads to increase sale
in their goods and services.
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References
Dilger, R.J. and Lowry, S., 2019. SBA veterans assistance programs: An analysis of
contemporary issues.
Gbadamosi, A. and Sharma, A., 2019. THE CONTEMPORARY
CONSUMER. Contemporary Issues in Marketing: Principles and Practice, p.121.
Madichie, N., 2019. Arts marketing. Contemporary Issues in Marketing: principles and
Practice, SAGE Publications, pp.388-419.
Sobande, F., 2019. Woke-washing:“Intersectional” femvertising and branding “woke”
bravery. European journal of marketing.
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