Digital Marketing Communications Campaign Portfolio and Reflective Summary

This article discusses the digital marketing tools used in the campaign to promote Zara's new perfume collection. It explores the AIDA model, campaign objectives, and measurement of success. The communication strategies used on Facebook, Instagram, Twitter, YouTube, and the website are also discussed. The article concludes with a reflection on the effectiveness of the campaign.

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.................................................................................................................3
AIDA Model..................................................................................................................3
Campaign objectives..................................................................................................4
Measurement of success...........................................................................................4
Campaign plan............................................................................................................4
Communication 1: Facebook.....................................................................................5
Communication 2: Instagram....................................................................................6
Communication 3: Twitter..........................................................................................7
Communication 4: YouTube......................................................................................8
Communication 5: Website........................................................................................8
Reflection on Campaign.............................................................................................9
Conclusion................................................................................................................11
References.................................................................................................................12
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Introduction
In marketing, contemporary issue provides innovative approach to marketers
of company to gain insights about key concepts related to marketing on the basis of
collaboration with marketing week (Pinarbasi, 2019). Contemporary marketing issues
could be said to outcome of changing economies at global level. To understand
contemporary issues in marketing, chosen company is Zara which is multinational
retail chain of clothing specialised in selling accessories, beauty products, clothing
and fast fashion. It is planning to promote a product that is perfume through
integrated marketing communication campaign.
The portfolio includes use of range of digital marketing tools and reflection on
significance along with application of digital marketing tools.
AIDA Model
It is a promotional effect model which determines phases through which a
person goes while making purchase decision of a product or service. In a company,
AIDA Model is applied for digital marketing, public relations campaign along with
sales strategies (Sharifi and Et. AL., 2019). In Zara, AIDA Model could be used as a
buying funnel for promoting its perfume in which a purchaser goes from as well as to
each stage in order to help them in devising final purchase. The AIDA Model
hierarchy in context to perfume of Zara are as follows:
Attention: In a company, attention component is overlooked by marketers. In
aspect to Zara, first stage of promoting perfume is to consider the ways to attract
consumer’s attention.
Interest: Once a consumer becomes aware about existence of any product or
service, an organisation starts working towards enhancing potential interest level of
consumers. In case with perfume, marketers of Zara can boost interest through
breaking up information related to the product and making it easy to read within
interesting illustrations and subheadings.
Desire: When a consumer starts showing interest in organizational product,
key goal of company is to making consumers desire it as well as moving their
mindset to ‘I Want It’ from ‘I Like It’. In context to Zara, marketers can communicate
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about perfume to target audience related to how great fragrance the perfume has so
that the audience is more prone towards want to buy.
Action: Key goal of the stage is to drive receiver of campaign to initiate action
together with buying the offering. For example, marketers of Zara through
communicating how convenient the offering is as well as highlights its value that
contributes in increasing urge of consumers to buy the samples of perfume.
Campaign objectives
For marketing campaign of perfume of Zara, campaign objectives are as
follows:
 Increasing profit of company with 15% in upcoming 6 months.
 Building loyalty among customers for brand in next 5 months.
 Increasing 15% engagement of customers on social media platform of
company.
Measurement of success
In order to measure success of integrated marketing communications
campaign of Zara to promote its perfume, key metrics are as follows:
 Unique visits: The metrics functions similarly as total visits, however, counts
each visitor a time (Ryan, 2020). When a single user visits website of Zara on
separate occasions in particular time period, the markets can count as one
unique visits. With this, marketers of the company can track activity of visitors
across website to measure success of campaign.
 Keyword ranking: For measuring success of the campaign to promote the
perfume, marketers of Zara needs to pay close attention to the ways key
pages rank for specific keywords within preferred search engine. Keeping
close eye towards ranking is significant for driving success of continued traffic.
Campaign plan
It is very important for the organisation to plan a campanula in order to
promote the products or services of the business organisation (Pandey, Nayal and
Rathore, 2020). As Zara need to plan a marketing campaign for the promotion of the
new collection of perfumes. For Zara, campaign planning is essential to attain
desired results from the campaign. Through making integrated marketing campaign,
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marketers of the company are able to identify significant channel addition to
touchpoints which are relevant with desired audience for campaign of promoting new
collection of perfume that the company is planning to launch. With the campaign
plan, marketers of Zara can generate leads or sales, improve profit and engagement
of customers. There are various tools such as Instagram, Facebook, YouTube which
can used by the organisation in order to promote its product over the social media in
order to attract customers. There are different strategies which can be used by the
Zara company in order to increase sales of the product of the company.
Communication 1: Facebook
Attention- This is the first step of the model where the company needs to bring the
attention of customers (Atar, Jadhav and Wagh, 2021). In order to bring attention, it
is very important for Zara to post the photos of the product over the Facebook page
of the company. This will bring attention of customers.
Interest- it is very essential for the Zara to develop the interest of the customers by
introducing the new techniques. This plays a major role for the marketer to develop
the campaign in such a way that people are interested towards the companies
products.
Desire- For Zara, marketers focus on bringing the desire of the customers by the
new fragrances in its product which is perfumes.
Action- The Zara can focus on the development of the Facebook post where it can
focus on the development of the post with the tag line so that people are aware of
the new collection of perfumes within Zara. For example, the company can develop
its website over Facebook and post about the product on the page in order to attract
customers.
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Communication 2: Instagram
Attention- It is very important for the organisation to bring the attention of customers
towards the brand (Kumar and Singh, 2020). In order to bring the attention, the Zara
can focus on the celebrity post on Instagram.
Interest- In order to make the post interesting the marketer is responsible for the
several factors where they need to target the right set of customers. This is most
important where the post of the company on Instagram of the perfume should be
creative. Marketers of Zara can develop interest among customers through post
catchy images and creating a worthwhile Instagram contest.
Desire- After this, it is essential that the company focus on developing the desire in
the minds of customers in order to purchase the perfumes which the fancy design
and good fragrances.
Action- The company can focus on the developing the Instagram post attractive
which has a hashtag and the company has an exclusive collection of new fragrances
which can be promoted through the post where there are millions of users. For
example, the Zara can adopt the Instagram post for marketing in an effective way.
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Communication 3: Twitter
Attention- This is the another tool which can be used by the company in order to
communicate about the product or services. It is very important for the Zara to create
the content attraction to bring the attention of customers.
Interest- This is most important for the Zara to develop the interest of the customers.
As the company can focus on bringing the interest by developing their product in the
various design of the bottle of the perfumes and using the different flavors.
Desire- It is important that the marketer focus on developing eth desire in the minds
of the consumers that they are willing to buy the product (Hanlon, 2019). This can be
developed by the quality of the product.
Action- The Zara can focus on the post of the company over the platform where
they can provide with the valuable feedback and the concern of the customers in
order to purchase the product.
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Communication 4: YouTube
Attention- In this type of communication for the Zara the company can focus on the
person such as the influencer or celebrity and make a short video in order to bring
the attention of customers.
Interest- It is very essential that the company focus on bringing the attention of
customer through its communication strategy (Pandey, Nayal and Rathore, 2020).
Desire- This is most important for Zara as marketers can focus on developing the
mindset of consumer to purchase the product.
Action- The company can focus on developing the video in a creative way in order
to let know of the customers about the product of the company.
Communication 5: Website
Attention- Zara can focus on developing its website in creative way with the lots of
images and attractive designs and colour.
Interest- It is essential that the marketer is able to adopt to the strategies which
develop interest of customers.
Desire- This is important that customers are able to build desire in order to purchase
the product.
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Action- Zara can offer the discounts on the website and allow the customers to
purchase directly from website.
Reflection on Campaign
believe that the digital marketing tools plays an important role in attracting
large number of people towards the organisational product and goods. Digital
marketing tools are of many type like Facebook, Instagram and many more which
helps organisation in market their product and services effectively. I believe that the
AIDA model is the beneficial in order to advertising the goods and product as it aids
customers to maintain its interest and promote to buy the services and product. By
applying the digital marketing tool, I have learned that it is very effective to attract
large number of people from all over the world. It helps in reaching the global
customers in a way that's measurable, cost effective and scalable. My experience of
using digital marketing as very good as it assesses me to advertise my product and
goods in the market all over the world. I personally learned that digital marketing
connects a business or organisation with its consumers whenever they are online
and in all the industry it is effective. AIDA model creates desire among different
people and display the benefits of the services and goods. It also includes some
techniques like making appeal to emotions in order to build the emotional desire,
celebrity spokesperson and many more. I experienced that the Instagram is the
effective platform to advertise the product and services to the large number of
people. It enables an individual to promote their product and brand in an authentic,
friendly manner, without hard selling to their consumers. With the help of Instagram, I
was able to promote the perfume effectively and reach out large number of people all
over the globe. I have promoted the product by uploading the pictures and short clips
of the product on the Instagram id to reach more customer and to give awareness
about the new goods. People can also order the product and goods online without
visiting the store which helps company in selling large number of product to the most
of the people in the world. From my personal view, twitter is also an effective
platform to reach out the more number of people worldwide. It encourages and
provides communication between serval people in a public forum and allows to get
the feedback instantly from the potential customers and clients. I have realised that
the communication on the twitter is open for everyone which encourages
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accountability and openness in communications. According to my perspective, the
objective of the campaign is to sell more perfume and achieve more lead in the
market. According to me Facebook is considered as a most used platform of social
media all over the world. It assesses the companies in promoting their brand
awareness with the help of this platform to large number of people. Facebook
advertising includes videos and photos content, organic text, Facebook stories and
short clips, giveaways, Facebook ads and many more. I have notices that the
Facebook advertisement defines the objective and purpose of the business to post
industry news, launch of the product and its promotion, audience and many more.
Considering AIDA Model, I believe that integrated digital marketing tools that
are selected by me to persuade response of consumer were effective. Digital
marketing tools aided me to easily track and monitor entire campaign to promote
new collection of perfume of Zara. With this, I attained success in adaptability as
well as driving better results. It is because these tools guided me to connect the
company with customers digitally. In the campaign of Zara to promote new collection
of perfume, integrated marketing tools helped me in delivering unified message to
end users with variant channels which results in better ways to attract and
encourage customer engagement of customers with the business offering. For
example, use of Instagram for promoting perfumes worked wonderful for brand
awareness. It also resulted in increasing customer base, brand recognition and
encourage sales of the product. The ability of Instagram to like comments, ask
questions, take polls in stories and sending direct messages effectively helped me in
the campaign to manage image of the brand on the digital platform.
Integrated marketing tool that is Facebook also guided me effectively to
persuade customers to respond for new collection of perfume of Zara in form of
creating new age of precise insights about customers. It allowed me to connect the
brand and its product with group of people that share similar interests. The platform
of Facebook is highly targeted as well as is effective means to reach potential
number of customers in limited time period. It enhanced my potential to connect to
others addition to form positive relationships with external and internal people. For
example, through sharing addition to tags on Facebook about perfume of Zara, I
achieved success in persuading customers in form of improving bonding with them
along with strengthening relationships. At same time, Youtube also helped me in
persuading customers for respond towards new collection of perfume of Zara by
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allowing me to present unique content which is easy for viewers to consume as well
as share. It is high-performing channel for brands to promote their offerings. For
example, creating and uploading promotional video related to new collection of
perfume of Zara on YouTube channel, I fascinated users belonging to all ages. With
YouTube, I achieved success in enhancing engagement of customers as it is a
lucrative channel.
In the beginning, when the portfolio was allotted to me, I felt bit nervous as I
haven’t participated in similar projects. For completing the working effectively on
digital tools to promote product of Zara, is scheduled activities and followed it
properly. In the working, I confidently performed variant activities on different
platforms or tools that resulted in persuading customers to make purchase decision
for perfume of Zara. In future, if I get a chance to work on similar project, I would like
to develop my decision making skill and critical thinking skill.
Conclusion
From the portfolio, it is concluded that use of different digital marketing tools
helps in reaching global audience in cost effective, measurable and scalable
manner. AIDA Model helps in grabbing attention of target audience as well as
engaging their interest with product of company. Digital marketing tools are important
as they promote organizational product, generate leads, increase brand awareness
addition to boost business sales.
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References
Books and Journals:
Atar, R., Jadhav, B. T. and Wagh, J. A., 2021. An Overview of Digital
Marketing. Available at SSRN 3980984.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools and
techniques for developing brand equity with connected consumers.
In Handbook of research on innovations in technology and marketing for the
connected consumer (pp. 336-355). IGI Global.
Pandey, N., Nayal, P. and Rathore, A. S., 2020. Digital marketing for B2B
organizations: structured literature review and future research
directions. Journal of Business & Industrial Marketing.
Pinarbasi, F., 2019. Contemporary Issues and Challenges in Marketing Environment
Worldwide. Handbook of Research on Managerial Thinking in Global
Business Economics, pp.22-40.
Ryan, D., 2020. Understanding Digital Marketing: A complete guide to engaging
customers and implementing successful digital campaigns. Kogan Page
Publishers.
Sharifi, M. and Et. AL., 2019. Forecasting of advertising effectiveness for renewable
energy technologies: A neural network analysis. Technological Forecasting
and Social Change. 143. pp.154-161.
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