Digital Marketing Communications Campaign Portfolio and Reflective Summary

This article discusses the digital marketing communications campaign portfolio and reflective summary for the BSc (Hons) Business Management course code BMP4004 at Desklib. It covers the AIDA model, campaign objectives, measurement of success, campaign plan, and communication strategies on Facebook, Instagram, Twitter, YouTube, and the company website. The article also reflects on contemporary issues in marketing and the importance of budgets in marketing campaigns.

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 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
Marketing is a promotional actionable activity which bring product and services in
attention to the customers, the customers are targeted by the companies on the basis of the
demographics, which can be the potential customers of the company. In the present era
several methods are used for the promotional activities conducted on different platforms
which bring the most of it for the company. Digital marketing has been dominating in the
business environment and is used by many businesses for promoting their products. Digital
marketing provides businesses much wider reach towards their targeted audience which is
way more convenient and practically effective as compared to the traditional marketing
(Aksoy and Alan, 2022). Irrespective of the benefits that digital marketing has to offer there
exists some negative aspects of this new era promotional techniques, this modern way of
promoting products and services have openly started to criticize the products and services of
other companies which is not ethically correct neither socially accepted.
AIDA Model
AIDA is a customer centric framework which analysis the process that a customer goes
through while making a purchase, the stages that have been mentioned in the framework,
works within this flow which includes – Attention, Interest, Desire and Action. This
framework is commonly used for promotional purposes as it helps the businesses in
understanding the psychology of their customers which helps them in making more sales
(Jalali. and Van Nieuwenhuyse, 2022). The hierarchy that has been followed by Enterprise
cars for its promotional activities includes;
 Attention – With the correct marketing tactics strategies will be formulated which
will be able to attract the attention of the targeted audience.
 Interest – This stage helps the company in identifying the interest of the consumers
which matches with the products and services they have to offer, on the grounds of
which the company formulated with competitive marketing strategies to target the
audience.
 Desire – With the support of the marketing campaigns the company creates a thirst
trap for the customers which triggers their desire of purchasing the products.
 Action – The ultimate motive of the marketing campaigns is to bring potential
customers, which will make the purchase from the company.
Campaign objectives
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The marketing campaigns objectives relies on the goals that the company has
determined to achieve, on the basis of which campaigns are structured. The aim of the
enterprise cars is to create the desire among the potential customers to rent or buy a car, along
with showcasing the benefits and advantages renting car. The target audience for the
company will be the middle class as they will be more driven of renting cars instead of
purchasing them as it helps them in saving the amount of the down payment that they usually
pay while purchasing a car (Das,and Amblee, 2022). The marketing objectives varies for all
the type of businesses and organizations as they have different target audiences which they
are focusing to sell their products. Enterprise car along with its business model is also
involved in many plantation and environment protection campaigns which needs to be
portrayed to the customers of the company (Fernández-Rovira and Nicolas-Sans2021).
Measurement of success
The success of marketing campaigns can be measured with the analytical tools
provided by the different companies. It helps the business in understanding the performance
of the campaign in various areas and the leads generated, if the campaign is not able to bring
potential leads to the business this indicates that the strategy being used for the marketing
operations is not appropriate (LAMRHARI and EL FAKER, 2020). Google Analytics is one
of the most efficient and used tool, it helps in providing the marketing insights, which
provide the scope for improvement. Facebook insights is a similar software which work
around two factors including the demographics and how the campaign is performing on
different Facebook pages. Many other tools and softwares are used which includes Klout,
Hootsuite, Social Bro, Feed Burner etc.
Campaign plan
Creating a structured and realistic for the marketing campaigns is essential as it determines
the cost that the company need to allot for the processes (Kitchenand Tourky, 2022). The
steps that are included in the formation of the campaign for Enterprise Cars includes:
 Determining target audience: The company needs to invest its time and resources
on the correct audience who will be the potential customers for the business, which
makes it crucial for the company in identifying the target audience for the product or
services they are promoting.
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 Setting realistic goals and objectives: The campaigns to an extent will be able to
derive results of the goals of the enterprise are utterly unrealistic it will impact the
morale of the employees in a negative way as they will not be able to achieve their
targets.
 Working on the marketing ideas: The idea and the concept of the campaign should
carry the mission and vision of the company. When the message is conveyed to the
audience in a desired manner it increasing the chances of potential leads for the
company.
 Determining the platforms for the marketing process: In this era many platforms
are being used for the promotion by the companies, this factor also depends on the
audience the company wishes to target as the different platform will be having
different kind of audience.
 Preparing a budget: The marketing is an expensive process and time consuming
process which needs a specified investment at different intervals of time. The
schedule created for the marketing campaign helps the company in determining its
budget
Communication 1: Facebook
Enterprise cars takes the most benefits from the Facebook marketing it has significantly
helped the business in developing the image within its customers and future potential
customers. With the help of promoted posts, collaboration with influencers which help them
in promoting their products and services to the targeted audiences (Kangand Zanini, 2020).
Facebook also provides the facility of promoted stories, analytics which helps the
company to analyses the performance of the marketing campaigns that the company is
conducting on the platform. Facebook ads, open graphs and Facebook exchange are some
other features that the application has to offer for the marketing campaign of the company.
Communication 2: Instagram
Instagram hold the capacity of promoting one’s products and services on a larger scale and it
has been evident to many companies as they have been highly benefited from the platform
and the leads that have been generated by this platform. Unlikely the Enterprise Cars many
small and big businesses are solely dependent on Instagram for the promotions of the
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products and services they gave to offer and are significantly performing well (Teodoro
2022). The application helps the company in collaborating with the influencers who
influential power to the audience that the company is targeting. The business can run ads
along with promote their stories and post which takes the customers directly to their website
and make them have a purchase.
Communication 3: Twitter
By using the twitter business, the company can scale its operations on the platform. The
company need to use relative hashtags and retweets which helps the company in deriving the
audience’s attention towards the company’s products and services. Analyzing the right time
to tweet plays an important role, the marketing team of the Enterprise Cars need to schedule
their tweet posts in advance which keep them ahead of other brands. Twitter gives the
opportunity to the business of engaging with its customers directly which makes them aware
of the liking and the dislikes of the customers about their products or services according to
which the company can make amendments which will help the company in scaling its
products in the business environment (Farsijani,and Eghbal 2018).
Communication 4: YouTube
YouTube has been beneficial to many companies as it helps the company in explaining the
products and services details and the benefits to their customers. The potential customers of
the company can see the actual benefits that the customers are enjoying and can make
decisions on the grounds of their reviews. The platform provides the service of promotional
ads which gives the overview of the business model of the company and the products and
services that the company has to offer additionally the ads by just a click takes the customers
to the websites of the company (Mensahand Amenuvor, 2022). As in the modern era people
like to consume video content comparatively more them written content, that when YouTube
comes into the play as it helps them in generating enough and valued leads.
Communication 5: Website
Website plays the major role for business operations as well as for the promotions of the
services. Enterprise cars regulates their business process through their website and the major
steps of initiation are taken form their itself. It provides the information that people do look
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for before making a purchase from a certain company, the website contains the testimonials
of their existing customers and their experience with the company. Marketing on any
platform leads the customers to the website of the company in this scenario the company's
website has a major role to play.
Reflection on Campaign
This report helped me in combining my creative writing with my passion for
marketing this report in a whole presented the overview hoe marketing campaigns are
initiated and how planning is done to execute the processes. I developed the marketing plan
for the company called Enterprise Cars which provides cars on rental basis for its customers.
I did the detail analysis to understand the platform available which are popular as well as
bring the expected marketing results for the company.
I studied the ADIA marketing model to implement its principles on the formation of
the marketing campaign along with the objectives that will be determining the objectives of
the campaign. The theory helped me in understanding the psychology that the
customers goes through while making any purchase. The steps of the model included the
ways by which the company can use its marketing tactics for attracting the customers towards
its products and services. Secondly it emphasized on how to develop the interest among the
potential customers of the company. Attention and interest among the potential customer
developed the desire of purchasing the products. Lastly it depends on the sales and the leads
generated by the marketing campaigns with the sales team needs to work on and convert
them into potential customers.
I did the brief analysis of the platform which helps business in promoting their
products or services to their targeted audiences, the platforms include, Facebook, Instagram,
YouTube, Twitter, the company’s website. I got to learn about the way marketing at these
platforms take place and how people are influenced by the marketing methods that the
companies adapt. Facebook in itself is a pretty huge platform which is being daily consumed
by billions of people around the globe, which makes it crucial for the companies to promote
their products and services on the platform given by Facebook. I learned that the companies
plan their activities and post one-month prior for smooth functioning of the products.
The report made me understood the digital marketing concepts that are adapted by
the companies and the ways they are implemented in virtual life to create real life benefits.
Recently with the implication of digital marketing many businesses have scaled their
products and services much wider and at a superior market by using and inculcating the
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digital marketing tactics for the promotion purposes. Digital marketing is relatively better
than traditional marketing, in many ways. The reasons I discovered which makes digital
marketing far more better than the traditional marketing includes cost effectiveness, as
compared to the cost that the companies were investing to market their products was much
higher and the results were not that satisfactory, on the contrasting hand the investments
made for digital marketing are far lesser and bring better results, digital marketing have the
capability to reach at a wider scale and bring the product or services in the notice of the target
audience, while the reach of traditional marketing is limited and requires much bigger
investments if the company wishes to expand its horizons.
I learned the steps by which the marketing campaigns are formulated and
implemented, the primary step of creating a marketing campaign includes, the identification
of the targeted audience that will be ideal and could be considered as potential customers. If
the campaigns are initiated without considering the targeted audience, the company will be
wasting it time and its resources on something that will not bring the desired results.
Irrespective of the advantages that the company has to serve, I identified some
contemporary issues that the company had to suffer because of the new marketing trends. The
social media and media platforms are prone to modifications which puts the marketing team
under immense pressure as they are required to come up with unique ideas to portray their
brand other than their competitors. This requires spontaneous alterations in the budgets as
well which is not relatively beneficial for the company. I encountered that the company need
to hire talent to perform the marketing that is needed by the company which is relatively
stressing and expensive, which is followed by the training of the hired talent which makes
them more efficient which requires more time and money. The company is required to
explore the new market opportunities continuously which bring potential customers to the
brand along with sustaining the company’s image which requires a much bigger budget.
Bringing customers is competitive easy then retaining them as it requires a lot of effort and
energy, I analyzed that businesses are able to bring customers for their brand but are not able
to sustain them. With the rising competition for marketing the company have to invested a lot
in marketing campaigns which is not favored by the finance team of any company. It became
tiring and exhausting for the marketing team to come up new and attractive ideas each time.
This report helped in understanding the 360-degree perspective of the businesses and the
customers. The businesses and the customers have different responses to the consequences
caused by the marketing campaign. Through the report I was able to understand it,
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additionally I got to know the importance the budgets have to play in the marketing campaign
of an organization. Altogether the report helped me in understanding how the marketing of a
specific product or service is done, on what basis ideas are created for the betterment and
promotion of the company.
Conclusion
The aim of the report was to understand the marketing concept used by Enterprise Cars and
the contemporary issues that the company has to face. Additionally, the report covered how
to formulate a marketing plan and the steps involved in the creation of an effective marketing
plan. Later the report covered the social media platforms on which the company operates its
marketing functions and bring the potential customers leads. It was noticed that behind all the
advantages of marketing their lies some disadvantages which readily affects the working of
the organization. The report also emphasized on the AIDA which helped the company in
understanding the psychology which makes them understand the factors the customers goes
through.
References
Aksoy, N.C. and Alan, A.K., 2022. The Pandemic: Learning the Way of Continuous
Communication with Customers. In Frameworks for Sustainable Development Goals
to Manage Economic, Social, and Environmental Shocks and Disasters (pp. 113-
132). IGI Global.
Jalali, H., Van den Broeke, M. and Van Nieuwenhuyse, I., 2022. Platform and product design
for markets with quality and feature sensitive customers. International Journal of
Production Economics, 244, p.108354.
Das, A., Venkatraman, S., Mitra, S. and Amblee, N., 2022. “Who Are My Customers?”: The
Case of Social Marketing a Social Entrepreneurship Venture in India. Journal of
Social Entrepreneurship, pp.1-27.
Fernández-Rovira, C., Valdés, J.Á., Molleví, G. and Nicolas-Sans, R., 2021. The digital
transformation of business. Towards the datafication of the relationship with
customers. Technological Forecasting and Social Change, 162, p.120339.
LAMRHARI, S., ELGHAZI, H. and EL FAKER, A., 2020, November. Random Forest-
based Approach for Classifying Customers in Social CRM. In 2020 IEEE
International Conference on Technology Management, Operations and Decisions
(ICTMOD) (pp. 1-6). IEEE.
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Kitchen, P.J. and Tourky, M.E., 2022. Creative Execution: Gaining and Retaining Customers
and Influencing Stakeholders. In Integrated Marketing Communications (pp. 147-
172). Palgrave Macmillan, Cham.
Kang, J., Diao, Z. and Zanini, M.T., 2020. Business-to-business marketing responses to
COVID-19 crisis: a business process perspective. Marketing Intelligence &
Planning.
Teodoro, L.A.D., 2022. Integrative action research on using social media marketing to
increase the number of enrollees and integrating the enrollment system on the
website to improve the enrollment system of Rainbow Joy Learning Center, Inc.
Farsijani, H., Shirmohammadi, Y., Bazazzadeh, S.H. and Eghbal, R., 2018. Identification and
prioritisation of AIDA promotion model tools by use of fuzzy AHP approach.
International Journal of Operational Research, 32(1), pp.92-113.
Mensah, K. and Amenuvor, F.E., 2022. The influence of marketing communications strategy
on consumer purchasing behaviour in the financial services industry in an emerging
economy. Journal of Financial Services Marketing, 27(3), pp.190-205.
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