Digital Marketing Communications Campaign Portfolio and Reflective Summary

This report discusses the contemporary issues in digital marketing with the help of AIDA model. It includes the campaign objectives and plan using digital media tools along with STP method for measurement of success of marketing campaign. The report also highlights the importance and application of digital media tools in marketing. The case study is based on Enterprise Rent-A-Car.

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 1
Campaign objectives 2
Measurement of success 2
Campaign plan 3
Communication 1: Facebook 3
Communication 2: Instagram 3
Communication 3: Twitter 3
Communication 4: YouTube 3
Communication 5: Website 3
Reflection on Campaign 3
Conclusion 6
References 7
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Introduction
The digital marketing is defined as promote the products or services with the help of
digital media tools in order to enhance the reach to customers. In this digital media
marketing, the various digital channels used are Facebook, Instagram, Twitter,
LinkedIn, YouTube and Websites(Goldfarb and Tucker, 2019). In context to
Enterprise Rent-A-Car, it is a car rental company, and it is headquartered in
Missouri, USA. The company was founded by Jack C. Taylor in 1957. This report will
examine the contemporary issues in digital marketing with the help of AIDA model. It
will include the campaign objectives and plan using digital media tools. Lastly, the
reflection which will define digital marketing importance conclusion.
AIDA Model
Digital media of marketing is a broad area in which customers are attracted with the
help of content marketing, social media and influence marketing(Pashootanizadeh
and Khalilian, 2018). Here AIDA model is used to define effective marketing and
advertising strategies. AIDA model is basically a purchase funnel in which consumer
at every step trickled down. The stages of AIDA model include Awareness, Interest,
Desire and Action. It is further explained in detail below:
 Awareness: In this the company requires to create the awareness among
customers and seek their attention. It can be achieved by using various
analytical tools such as search engine marketing, Google Analytics and
search engine optimization(Meiliana and Saraswati, 2021). The company can
take the help of email marketing in which customized email sent to customers
with their name in order to get their attention.
 Interest: When the awareness is created successfully it becomes easy to
develop interest among the customers. In this stage the Enterprise company
required to convey the benefits of rental services and its features to the
customers in order to develop interest among them.
 Desire: In digital media marketing, there are many times that customer left
the websites without buying any car rental services even after the developed
interest. To overcome from this, the company needs to provide attractive
discounts and offers to engage the customers till purchase.
 Action: It is the last and one of the important stages in which customer
subscribes to the rental service. In this the customer has positive attitude
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towards the company. They are convinced that the services offered by the
company beneficial for them. This process includes Call to Action(CTA) which
encourages the customers to make deal.
Campaign objectives
As digital media marketing is a great tool for marketing the products or services to
reach out to maximum customers in order to get profitability(Karczmarczyk,
Wątróbski and Jankowski, 2021). Before starting a marketing campaign, the
company required to set objectives to achieve such as:
 To increase brand awareness: Brand awareness is one of the important
objectives of marketing campaign. It is used to enhance the brand reach in
various regions that people will know about the company and its services.
 To promote new services: Whenever the company is planning to new rental
services. It is required to publicize the services to get maximum out of it.
Thus, digital marketing tools is used to promote the services.
 To target customers: One of the important goals is to target the specific
audience to sell the services. For this social media channel is used to find out
the likes and interests of the customers.
Measurement of success
To define the measurement of success and marketing strategy of the company
Enterprise Rent a Car, it can be achieved by the help of STP method. STP refers to
Segmentation, Targeting and Positioning.
 Segmentation: In the segmentation process the company divides the
customers based on demographic, geographic and psychographic in which
customers are divided according to their age, income, gender, occupation,
geographic location, personality and beliefs etc.
 Targeting: Targeting refers to identifying the potential customers that can buy
the rental services(Flaherty, Domegan and Anand, 2021). The company
targets customers in two categories such as corporate and retail in which the
services can be tailored to target the demands of specific clients. The
company requires offices outside to the airports.
 Positioning: It is the last step of measurement of success in digital
marketing. It is basically defined that where the company’s services stand out
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in the market and how it is different from other competitors. The rental
services offered by the company needs to cater every type of audience from
professionals to students.
Campaign plan
The marketing campaign refers to defining the marketing strategy to promote the
services offered by the company. To make the successful marketing campaign plan
it involves identifying the target audience and then visualizing process flows and
defining roadmap(Munsch, 2021). After that emphasize necessary statics and
metrics in marketing plan along with providing engaging contents, taglines and
designs. The attractive blogs and videos are then posted on various digital media
channels such as Facebook, Instagram, Twitter, Websites and YouTube to attract
the customers.
Communication 1: Facebook
Facebook is one of most popular social media channels of marketing with more than
2 billion people using it every month. With the help of this the company can create
page and post to engage customers.
Communication 2: Instagram
Instagram is now become more popular due to engaging content. Here company can
do influence marketing to promote the services.
Communication 3: Twitter
Twitter is ideal social media platform to promote the services by sharing thoughts,
creating polls, sharing images and videos in the news feed or by the celebrity
endorsement.
Communication 4: YouTube
YouTube is second largest search engine where advertisement in the form of video
can be placed to promote the car rental services.
Communication 5: Website
Websites is a dedicated platform where business can place their services and
educate the customers about the brand. It is basically providing the company an
online presence.
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Reflection on Campaign
Importance of digital marketing tools
Traditionally the businesses used to promote their products or services with the help
of traditional methods such as print media, television & radio. It cost the companies
more and difficult to measure the success of marketing management
(MANUCHARYAN, 2021). However, the rise of internet services changed the way of
marketing the products or services. Digital media marketing is significant due to
which it connects the customers and businesses through online medium. Digital
marketing is described as the process of promoting products or services with the
help of digital media channels such as social media marketing, content marketing,
email marketing and influence marketing. Other than that website marketing, pay per
click advertising affiliate marketing and video marketing. The importance of digital
media marketing is further explained in detail below as:
 Affordability: There are organisations focusing on long term objectives to get
more out of it. Therefore, digital media marketing becomes favorite due to its
affordability. The main reason of affordability is that the digital marketing
requires less investment and provides high return. There are various tools and
techniques to generate leads are search engine optimization and search
engine marketing which are paid or unpaid. Search engine optimization is less
costly that search engine marketing which is used for organic results.
 Mobile access: one of the most important advantages of digital media
marketing is that mobile access. In these marketers can promote their product
or services from any part of the world. Digital media marketing is most
effective tool in order to reach out to maximum customers in short duration of
time.
 Flexibility: Flexibility refers to that marketers can specifically target their
particular audience with the help segmentation and targeting. Digital media
marketing provides flexibility to marketers so that they can target the audience
based gender, region, personality, occupation and interests. Social media
networks such as Facebook, Instagram, LinkedIn, YouTube and Websites
helps to identify the customers likes and interests. Digital media marketing
also provides a flexibility to identify that which marketing campaign is working
properly or which one not.
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 Expansion: As the increment in internet users worldwide. Most of the people
do online shopping. Digital media marketing helps to place the advertisement
accordingly to expand the reach of the company. With the help of Google
AdWords and awareness campaign, the company can enhance its brand
recognition and sales.
 Multimedia: Digital media marketing is important to place the ads in multiple
formats and on multiple channels as well. For example, the location feature in
digital marketing sends push notifications whenever person is nearby the
shop. In this email marketing uses Gmail, Outlook etc. whereas video ads are
mostly placed on YouTube channels.
 To monitor campaigns: The importance of digital media marketing is that
company can easily check the status of marketing campaign whether it is
working or not. It is because when any organization invest their money and
time in marketing campaign, they want to monitor the results of this. It
involves to identify that how many people clicked on the ad, how many liked it
and conversion rate. It also provides the customer data as well.
 To compete: There are many large corporations in the market and to
compete with them is difficult. Digital marketing provides a great opportunity
for small businesses in which they can promote their products or services with
low investment.
Application of digital marketing tools
There are various digital marketing tools used to track the real time performance of
the marketing campaigns(Matta, Gupta and Agarwal, 2020). These tools help to
drive long term revenue by monitoring results and used for search engine
optimization, social media and content management. There are several tools used in
the digital marketing as given below:
 Google Analytics: Google Analytics is one of most used tools to track the
performance of the websites. It helps to identify that from where traffic is
coming and how it is coming. These tools let you know that how buyer
purchase the products or services. It includes conversion tracking, predictive
analytics and data visualization.
 Google Ads: In this digital marketing tool, it is the best way to reach out to
new customers. It provides control over bidding for the ads. It is used to
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create effective ads for targeted audience with the help of Google’s keyword
Planner to understand demographics and keyword research. It further tells
that you choose the right set of keyword or not for marketing campaign. Thus,
marketers can spend on marketing campaign wisely.
 SEMrush: SEMrush is most popular digital marketing tool which is used for
search engine optimization and content requirements as well. In this the
marketers can check competitors keywords. These tool helps to identify top
ranking pages and keywords on search engine.
 Canva: Canva is a graphic designing tool which helps to create attractive
graphics and templates in order to get the customers attention.
From the above academic analysis, it is justified that with the help of integrated
digital media marketing tools such as email marketing, Facebook, Instagram, Twitter,
YouTube and Websites, the company can promote their products or services. The
organisations can develop the effective marketing strategy by considering the digital
media channels. It is one of most efficient way of market the product with low
investment and high return.
Conclusion
From the above mentioned report, it is concluded that how digital media marketing is
helpful to reach out maximum customers in reference with the Enterprise Rent a Car
company. This report explains the contemporary issues in digital marketing with the
help of AIDA model. It further includes the campaign objectives and marketing plan
using digital media tools along with STP method for measurement of success of
marketing campaign. There is also importance and application of digital media tools
discussed in reflection.
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References
Flaherty, T., Domegan, C. and Anand, M., 2021. The use of digital technologies in
social marketing: a systematic review. Journal of Social Marketing.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics
of Marketing (Vol. 1, pp. 259-290). North-Holland.
Karczmarczyk, A., Wątróbski, J. and Jankowski, J., 2021. Seeding for
Complementary Campaign Objectives in Social Networks.
MANUCHARYAN, M.G., 2021. THE IMPORTANCE OF DIGITAL MARKETING,
BENEFITS AND DEVELOPMENT PROSPECTS. In WORLD SCIENCE:
PROBLEMS AND INNOVATIONS (pp. 105-109).
Matta, H., Gupta, R. and Agarwal, S., 2020. Search Engine optimization in digital
marketing: present scenario and future scope. In 2020 International
Conference on Intelligent Engineering and Management (ICIEM) (pp. 530-
534). IEEE.
Meiliana, C. and Saraswati, M.S., 2021. Marketing Communication Campaign and
Young People: A Case Study of Shopee Haul Campaign (Doctoral
dissertation, Swiss German University).
Munsch, A., 2021. Millennial and generation Z digital marketing communication and
advertising effectiveness: A qualitative exploration. Journal of Global Scholars
of Marketing Science, 31(1), pp.10-29.
Pashootanizadeh, M. and Khalilian, S., 2018. Application of the AIDA model:
Measuring the effectiveness of television programs in encouraging teenagers
to use public libraries. Information and Learning Science.
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