BMP4004 Contemporary Issues: Digital Marketing Campaign Portfolio

This report presents a digital marketing communications campaign portfolio for Enterprise Rent-A-Car. It outlines the campaign's objectives, measurement of success, and a detailed plan involving various digital channels like Facebook, Instagram, Twitter, YouTube, and the company website. Each communication channel is analyzed using the AIDA model (Attention, Interest, Desire, Action). The report includes a reflection on the importance and various tools of digital marketing, emphasizing its global reach, opportunities for advanced learning, cost minimization, target focus, and diverse content options. The conclusion highlights the benefits of digital marketing in increasing profit, customer loyalty, and brand image for Enterprise Rent-A-Car.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
Submitted by:
Name:
ID:
1

Contents
Introduction 3
Campaign objectives 3
Measurement of success 3
Campaign plan 4
Communication 1: Facebook 4
Communication 2: Instagram 5
Communication 3: Twitter 5
Communication 4: YouTube 5
Communication 5: Website 6
Reflection on Campaign 6
Conclusion 9
References 10
2

Introduction
Marketing strategy refers to the set of actions, communication, creating
awareness and delivering information about the products and services to the large
numbers of customers in market (Ferrell, Hartline and Hochstein, 2021). In business
marketing strategy reflects the promotional tactics used for selling their goods and
services. It includes the advertising, delivering final good to customers or to other
business entity. Marketing trends are using the digital methods to convey or
influence customers to generate more sales. Digital marketing is also known as
online marketing which includes the promotion of brands and goods to connect with
customers via tools of digital communication. To promote digital marketing company
should have proper internet connection and have knowledge of online methods of
marketing. This case study is based on company Enterprise Rent A Car offering
service to customers to avail vehicles on rent specially cars. This report contains the
marketing campaign of company and evaluates the aspect related with this term. At
last, it has detailed reflection on importance and various tools of digital marketing.
Campaign objectives
Campaign objectives refers to the motive behind organizing the marketing
strategy (Gallardo and et. al., 2018). It has some sort of goals and objectives which
can be received by company by implementing the marketing function properly.
Enterprise Rent A Car also have objective behind their promotional activities. Some
of the objectives behind this campaign are mentioned below -
 Enterprise Rent A Car has main objective to earn profit and more sales
comparatively to last year by 20 %.
 The purpose behind marketing strategy is to make customers aware about the
services offered by company.
Measurement of success
Success can be major in many terms such as the good will of company, how
effectively their operation works and can be measure through their ratio of
profitability (Goldfarb and Tucker, 2019). Some factors are explained below to
measure the success rate of Enterprise Rent A Car -
3

Profit ratio – Success can be measure by comparing the profitability ratio of
last two year in company. Enterprise Rent A Car has compared their last two years
data of sales revenue and profitability in bar chart.
Customer base – Enterprise Rent A Car can also evaluate their success by
their increasing the number of customers in market.
Company goodwill – Enterprise Rent A Car can also adopt this technique to
identify their position in competitive market. Goodwill of company shows the positive
impact on its customers and employees as well.
Campaign plan
Enterprise Rent A Car company has detailed plan to execute in their
marketing campaign with clear mission, visions and goals (Hanlon, 2019). Company
has main focus on developing the effective plan to implement the function of
marketing using digital methodology. Company has made the involvement of higher
level authorities to develop a plan to initiative the process of marketing through
online tools. Enterprise Rent A Car has used the power of their unique selling
proposition to attract the attention of customers towards the services offered by
company. They have used the strategy of reducing cost of services to attract large
number of customers through campaign.
Communication 1: Facebook
The AIDA model includes four stages which is necessary to evaluate
customer purchasing pattern are
Attention – This factor shows the ability to make customers aware about the
products. Enterprise Rent A Car company offers many services with the help of
Facebook application.
Interest – It involves the development of interest among to purchase product.
Facebook connects the people from world at single platform which makes more
easier to communicate their services in detail.
Desire – In this force, customer make up their minds to purchase the product of
interest from company. Enterprise Rent A Car uses this platform to drive the sales
from the different customers at world wide.
4

Action – This represents the feeling of satisfaction after purchasing the product and
consuming that. Facebook provides many features from which customers can easily
purchase and can give feedbacks to Enterprise Rent A Car company.
Communication 2: Instagram
Attention – Instagram provides the feature of promoting their products and service
through page of company Enterprise Rent A Car in social platform (Kumar and
Ramachandran, 2018).
Interest – In this platform, many social media influencers make the promotions of
products offering by Enterprise Rent A Car company.
Desire – Developing the desire in customers mind is major task of Enterprise car
company. They made decisions based on demand and need of customers and make
their services effective and attract large number of customers.
Action – Instagram has feature of direct connecting with the companies profile which
makes the process of purchasing product more efficient.
Communication 3: Twitter
Attention – Twitter help Enterprise company to attract potential people in large
demographic areas.
Interest – This application has power to separate the customers based on their
needs in market to Enterprise car company.
Desire – Twitter has option to give suggestions and reviews about services and post
which make them more reliable to customers.
Action – This force also help customers to do queries and solve their issues at same
time.
Communication 4: YouTube
Attention – YouTube help the customers to get the whole knowledge about the
products and services provide by Enterprise Car company.
Interest – Customer gets the information in detail about the services and which
make them more interested to buy specific product from company.
Desire – This will help customers to identify the benefits related to the products
offering by company.
5

Action - Enterprise Rent A Car company has many options available in social media
application that gives the satisfaction to customer queries effectively.
Communication 5: Website
Attention – Enterprise Rent A Car company has to develop the website to promote
their marketing strategies online to customers.
Interest – With the help of tag lines and catchy phrases Enterprise car company can
attract the attention of customers.
Desire – Website provides the easiest way to develop the interest of customers to
buy particular service.
Action – Websites are the easiest way to make the purchase of products more
effectively and provides the good customer service.
Reflection on Campaign
Marketing campaign is method of promotional activity with objective to
advertise the services and products of Enterprise Rent A Car company. It also
includes the communication of information regarding the services and make them
encourage to buy more of companies products (Nabieva, 2021). These marketing
campaign are organized to grab the attention of customers available at large scale.
This includes the various tactics of marketing such as advertisement, social media, E
mails and websites usage. Enterprise Rent A Car company has many options
available from which they can apply the appropriate strategy suitable to business
operations. Company can adopt the tactics like mails, brochers, paid promotions or
can hire the advertising agency to promote services. Enterprise car company has
more focus on building the brand image of company in the mind of its customers
which will help them in long term approach. There are many tools available in market
which can be applied in the marketing campaign of the company such as different
strategies, techniques and technological software to advertise their product in more
detail to customers in large group. Enterprise car company has chosen the strategy
of digital marketing to advertise their service of providing cars on rent for short time
span. This marketing method has been used by the huge number of customers with
different age, sex and gender. This tactics is more beneficial as it covers the large
geographical area to promote products.
6

Digital marketing is method of advertising and provides much benefits to
Enterprise car company to promote sales and improves the growth rate. This method
help Enterprise car company to reach the customers at international level and make
the effective brand image at global level (Palmatier and Crecelius, 2019). With the
help of digital marketing company can grow at global level successfully with
increasing ratio of profit. This digital marketing allows company to attract and gain
the advantage of making generating more sales. In this part of reflection evaluates
the objective and importance of digital marketing function in Enterprise car company
to gain more competitive advantage in market. Here's the some important factors
related to the digital marketing tools are explained below -
Global Scope -
Digital marketing provide the benefit of expanding the business all around the
world. Promotional strategies also plays role in marketing the services given by
Enterprise car company in international competition. Digital marketing works on the
base of good internet connection and creates awareness among customers with use
of social media on regular basis. Enterprise car company can also get the advantage
through this strategy of digital marketing to reach customers at different geographical
area and contains less expenses comparatively to other tactics.
Advance learning -
Digital marketing help organisation to better understand the technological
factors and new concepts of marketing in the dynamic environment. Enterprise Car
company can lead their marketing teams to do promotions effectively by giving them
a proper training and development sessions. Learning new concepts of marketing
will help Enterprise car company to maintain their position in market full of
competition (Shirisha, 2018). Digital marketing and its concepts some time get more
complex and create hurdles in between achieving the goals of campaign.
Cost minimizing -
Enterprise car company can reduce their cost of investment in marketing
function. Digital marketing allows companies to advertise their products at global
level with less capital involved. Enterprise car company can adopt this strategy as it
does not require much investment for marketing their services to huge number of
customers and open ups the more competition available at international level.
Target focused -
7

With the help of digital marketing and providing the information regarding
services and clears the image of company to specific target customers in market.
With the use of digital marketing, Enterprise car company has benefit to target the
large audience and this will also make them utilize the relevant information according
to their objectives. Data can be utilize at its fullest in this form of marketing strategy
and gives the opportunity to grow more in market.
Different types of content -
Digital marketing contains various tactics that are important in advertising
factor in company. This factor f=has wide range of content which can be used by
Enterprise car company to make strong base of marketing campaign. Company can
choose any of the marketing type such as blogs, visual contents, webinars, E books
and E mails to promote their products in market. Enterprise car company can create
a strong base for its customers with these content in marketing strategy.
All these above forces that has been discuss are important for the Enterprise
car company to promote their products and services. These factors are considered
as important elements in establishing the strong and effective marketing strategy
towards the customers.
8

Conclusion
From the above case study of Enterprise Rent A Car company, reflects the
marketing strategies used by them. It also evaluates the digital marketing in detail
with its importance and role in company to promote services. This tool of using social
media as sources of advertising has various benefits such as increasing the profit
ratio and generate more customer loyalty and brand image in the competitive
market.
9

References
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage
Learning.
Gallardo and et. al., 2018, June. Augmented reality as a new marketing strategy.
In International conference on augmented reality, virtual reality and computer
graphics (pp. 351-362). Springer, Cham.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics
of Marketing (Vol. 1, pp. 259-290). North-Holland.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Kumar, V. and Ramachandran, D., 2018. Influence of technology and data on
customized marketing strategy. Handbook of advances in marketing in an
era of disruptions: Essays in honour of Jagdish N. Sheth, 360.
Nabieva, N.M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN
DEVELOPMENT. Theoretical & Applied Science, (2). pp.333-340.
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing
strategy. Ams Review, 9(1). pp.5-26.
Shirisha, M., 2018. Digital marketing importance in the new era. International Journal
of Engineering Technology Science and Research, 5(1).
10