Digital Marketing Communications Campaign Portfolio and Reflective Summary

This report discusses a digital marketing campaign for Enterprise cars, including objectives, measurement of success, and communication channels. It also includes a reflective summary on the importance of digital marketing in contemporary marketing.

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
Contemporary issues in marketing are relates to four aspects and that are change in
customer’s taste and preference, change in technology, social media and brand
value (Ferrell, Hartline and Hochstein, 2021). All the above aspects of have significant
impact on functioning of company’s operations, profit and sales volume. In addition
to that tools of digital marketing plays an important role in enhancing customer
awareness towards a specific brand across the globe.
This assessment will demonstrate various small integrated marketing
communication campaign in order to promote product of establishment with five
elements of communication. It also involves summary reflection which will cover
importance as well as digital marketing tools in contemporary marketing as well as
effectiveness of integrated digital marketing tools so as to persuade customer.
AIDA Model
 Awareness- It is the first step of AIDA model in which marketers of
company focus on capturing attention of its customer by posting fun
videos, animated GIFs, vivid pictures and many more (Evans, Bratton and
McKee, 2021). It will help company in creating awareness among
customer about product.
 Interest- Once the audience is interested in offering brand, the
consumer will search for more information about product. They seek
information on internet and company can use catchy headlines and
engaging content so as to enhance interest towards brand.
 Desire- Company can target its audience by serving them with
engaging content and showing them paid ads on search results. This
creates desire of people to opt for product.
 Action- Once the desire for product is created, then its time to give
prospectus chance to act upon it. Company can provide direct link of
their website through which consumer can made buying decision.
Campaign objectives
Making attempts for marketing communication campaign without having any
objective is just similar to preparing for tour vacations without having understanding
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and knowledge of destination. It is important to have campaign objective so that its
effectiveness can be measured. In relation to marketing communication campaign so
as to promote Enterprise cars, following are some objectives formulated by manager
of company.
 To increase brand awareness- To enhance impression of social media
among potential and existing customers by 30% towards Enterprise cars
within three weeks.
 To improve market size- To wider market share by diminishing customer
churn by 25% in two weeks.
 To increase establishment profit- To minimize cost of paid ads by 25% and
to boost existing search engine marketing efforts by 4 weeks’ blog posts in
upcoming 6 weeks.
 Optimize funnel- To improve conversion rate by 15% in upcoming three
weeks through redesigning of marketing efforts in middle funnel prospectus.
 To increase sales- To increase sales volume of Enterprise cars by 26%
through website traffic in four weeks.
Measurement of success
Digital marketing can be considered as one of the largest investment of a business
and is a key to measure (Kaur, 2016). The marketing department of Enterprise cars is
effective and ensures that all the objectives of company are achieved or not. Along
with this, they also help in gaining deeper insights of their customer and so as to
frame effective marketing strategy for future campaign. In relation to digital marketing
campaign of Enterprise cars, following are some metrics that marketers can follow.
 Organic search traffic- By this metric, people can land on company’s
website from various unpaid sources, hence free traffic is determined. When
the content of digital marketing has potential and boost search ranking, then
the number rises over time. With organic search traffic, marketing team of
company can evaluate success of digital marketing campaign of Enterprise
cars by measuring how company’s website is rank highly within search
engines alomng with produce targeted audience which assist in ranking of
specific words.
 Behavior flow- It is one of the most common success measuring tool used
by many companies so as to understand traffic patterns for their campaigns.
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In addition to that, marketing team of Enterprise cars can evaluate success for
digital marketing campaign by analyzing behavior flow which visualize
average user path throughout the website.
 Online and offline sales- The success of digital marketing campaign can be
measured by offline and offline sales. If the sales from both the channels
increase as per objective, then it can be said that campaign had achieved its
objectives (Baines., Fill and Rosengren, 2017). Online sales can be referred as one
of the simplest gauge to measure success. There are various customers who
likes in-store shopping and believes in offline sales. With this, effectiveness of
digital marketing campaign can be evaluated.
Campaign plan
 Campaign can be referred as a short term integrated communication plan
which is used to generate sales or leads (Purbaningsih, and et al.,2022). The core
aim of digital marketing campaign of Enterprise cars is to create awareness,
generate interest, foster desire and to influence buying decision of customer
for opting offering of Enterprise cars. It is important to plan marketing plan
which assist company in proving framework so as to evaluate success. In
order to promote offerings of enterprise cars, the digital marketing plan is
planned by opting communication channels so as to provide seamless
experience to its targeted customers.
Communication 1: Facebook
Facebook is one of the most common social media platform which is used to
promote products and services. It connects people across the world and makes it
easier for company to target its customers. It is cost effective tool for promoting
products and services. In relation to Enterprise cars, it may opt this communication
channel to engage with its customers.
Communication 2: Instagram
It is also one of the widely used social media platform across the world. There are
various social media influencer on Instagram which promote products of company in return
of a fee. Most of the audience are highly active on this platform and thus makes it easier to
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attract people of all age group. Company can run ad campaign by using vivid and eye
catching images which influences buying decision of consumer.
Communication 3: Twitter
It is a social networking and microblogging service owned by American company.
There are not many people active on social on this platform and this makes it
challenging for company to promote.
Communication 4: YouTube
It is an online video sharing and social media platform on which people can create
video related to education, tutorial video, dance and many more. In relation to
Enterprise cars, it can create sensible videos by which it can share its motive and
purpose of establishment. Adding to this, company can create video of their products
and services by which customer can get to know about its uniqueness.
Communication 5: Website
It is imperative for company to have its website on which customer can source
information and come to know about its offerings. The UI of company should be easy
and user friendly so that it provides convenience to customer.
Reflection on Campaign
It was a great experience for me while working on various digital marketing tools in
field of marketing. Earlier, I was not much familiar about role of marketing and digital
marketing but while working on digital campaign of Enterprise cars, I come to know
about its importance and how it help in attaining organisational goals. Me and my
marketing team has divided roles and responsibilities in order to make campaign
successful. While working on digital marketing, I come to know that digital marketing
plays an important role in accomplishing objectives of organisation. In the initial
stage of this campaign, I was little bit nervous and anxious as it this concept was
new for me. Social media marketing tools can be considered as vital digital
marketing tools which connects company with its targeted audience. In digital
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marketing campaign, I have used Instagram as it was most popular and trending
social media platform which helps me in connecting with targeted audience and
allows customer to see offerings of company without visiting stores.
Along with this, I have also analysed that Google Analytics is an effective
digital marketing tool by which company can track and create insight of website
traffic. By using Google analytics in digital marketing campaign, I helped marketing
team in identifying patterns and trends in such a manner that engages visitors on
website. Digital marketing is an essential component which helps in promoting and
showcasing offering of company’s offering. With this tool, I come to know that it is
one of the crucial tool which helps in monitoring website traffic. I have applied this
tool so as to discover things that I was not familiar with earlier. Adding to this, it is a
free tool which helped me and my team in tracking of effectiveness of campaign.
Search Engine optimization can be defined as digital marketing tool which aims in
enhancing ranking of website on various search engines in order to wider target
audience. In relation to digital marketing plan for Enterprise cars, SEO helped in
optimizing visibility of product. The traffic of company’s website increases when more
people visits website. It contributes Enterprise cars in generation of higher profit
along with reduced cost. While working on marketing campaign, I have come to
know about importance of digital marketing tools in relation to contemporary
marketing.
 Faster and cost effective- Digital marketing is faster and cost effective when
compare to traditional form of marketing. The core aim of business is to
promote its products but by incurring low cost. It will positively impact on
company’s profit and leads to higher efficiency. In addition to that, large
number of audience and targeted in a short span of time. In traditional form of
marketing, it becomes difficult for company to attract wider range of audience
and thus limits growth. Small business or company who are limited by their
capital can opt digital marketing tools so as to showcase their products and
services. By using digital technology, company can interact in a better way
and effective manner.
 Facilitates in reaching wider audience- The tools of digital marketing helps
marketers in providing quality services through direct communicating and
interacting on social media platform. Traditional form of marketing consists of
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various channels such as sale advertising, newspaper commercial and
hoardings. With this, I was able to reach large number of targeted customers
and I can solve their queries and issues in a better way.
 Establish brand reputation- Digital marketing helps company in enhancing
its brand equity all over the world. Adding to this, it will benefit company in
various terms such as leads to higher generation of profit, increased sales
and better customer acquisition rate.
While working on digital marketing campaign for Enterprise cars, I come to
know that there are numerous benefit of digital marketing and contributes in
making company more efficient. Adding to this, it is important to plan activities
and delegates roles to team members so that there should be clarity in their
working.
Conclusion
From the above project report, it was concluded that digital marketing is a form of
internet based marketing on which products and services are promoted over internet.
There are various benefits of digital marketing such as saves time, cost and efforts
and leads to generation of higher profit. With digital marketing tools, company can
easily target its audience and influence to opt for offered product. Along with this,
there are various social media platforms which allows company to showcase their
product to larger audience in a short span of time. It is a faster and cost effective way
to promote products as compared to traditional form of marketing.
References
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Digital Marketing strategy. Cengage Learning.
Baines, P., Fill, C. and Rosengren, S., 2017. Marketing. Oxford University Press.
Evans, D., Bratton, S. and McKee, J., 2021. Social media marketing. AG Printing & Publishing.
Kaur, S., 2016. Social media marketing. Asian Journal of Multidimensional Research (AJMR), 5(4), pp.6-12.
Dogra, P. and Kaushal, A., 2022. The impact of Digital Marketing and Promotional Strategies on attitude and
purchase intention towards financial products and service: A Case of emerging economy. Journal of Marketing
Communications, pp.1-28.
Purbaningsih and et al.,2022. Understanding the AIDA Model in Marketing Small Business in the Digital Age:
Opportunities and Challenges. Budapest International Research and Critics Institute (BIRCI-Journal):
Humanities and Social Sciences, 5(3), pp.19978-19989.
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