Contemporary Issues in Marketing: Digital Marketing Communications Campaign Portfolio and Reflective Summary

This report covers a reflective essay related with the importance and application of digital marketing tools which are used in contemporary marketing. It discusses the AIDA model, campaign objectives, measurement of success, campaign plan, and communication channels used by Enterprise cars.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
Submitted by:
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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
The process of marketing in a business or company is utilized for the expression of the
different issues and others with the motive to overcome them and also used for enhancing
sales volume, and revenues. It is needed for this process in the company like in several
marketing campaigns and many others. The marketing process of strategies in business
organisation or company consists of the marketing plan, mission, situation analysis,
implementation, marketing mix, and its control. These help business or company in
enhancing the awareness related with products and services which are given by the entity to
its customers in the market. This project covers discussion about Enterprise cars that is about
the sales of cars as products and its related various rental services in market place to its
customers. This report discusses about AIDA model along with its appropriate channels.
Further, this report covers about the marketing campaign related to Enterprise cars. The
following report covers a reflective essay related with the importance and application that of
digital marketing tools which are used in contemporary marketing.
AIDA Model
AIDA consists of various steps which are required in successful marketing and growth of a
business or company. These steps cover various things and are named as attention, interest,
desire/decision and actions that are utilized by them for gaining success. The AIDA
marketing model is being used in modern marketing concept and if there is missing of a
single step that can lead to failure or unsuccessful result (Abdul-Raheem, 2021). The AIDA
model is mainly used because of its simplicity that comes along with its use in business
entities. The straightforward design and simple easy of AIDA model makes it super easy in
the recent times to use. The business or companies utilize this model for optimization of the
online presence of company and value of their branding and brand reputation on various
social media platforms.
Campaign objectives
Objectives of a business organisation have a great and vital role to play in campaign of it.
They are mainly used for addition of a higher level connected with responsibility as well as
duties for team of marketing which is there in a business or company. It is seen that
Enterprise cars context, it also has various objectives which are developed and they are
related with its cars along with its services. The objectives related to Enterprise cars are
discussed as follows:
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 Developing a positive value and brand image in market.
 It is going to provide a great place and positive environment to its employees to work.
 It is going to be best transportation service provider in market.
 To increase customers’ expectations for quality, service and great value.
 To serve as one of the great committed corporate citizen to its various communities.
Measurement of success
For measuring the success related to marketing campaign of Enterprise cars, there are
numerous measures which needs to be adopted by it (EDISON and RAMESH, 2021). Some
of these measures are discussed in the following content:
 Reviews that are present in newspapers, online platforms and magazines.
 Increase and enhancement in likes and comments of the social media.
 Feedback of customers related with products and services of the company.
 Measuring followers’ numbers of the organisation on social media.
 Various social media platforms presence of the company.
Campaign plan
The campaign plan of Enterprise cars is described as follows:
Facebook: The management team present in Enterprise cars is needed to possess a complete
research which is related with the competitors present in market. This creates a great
influence on the preferences, perceptions and tastes of market share. The use of social media
must be enhanced with its great operations by more comments, likes and sharing done for the
company.
Instagram: Enterprise cars must be capturing and gaining more market share and target
audience (Gesualdi, 2019). The potential users interest is needed to be recognized for the
products and related services of the company by offering more and catchy promotional
activities as well as advertisements and others.
You Tube: Numerous videos is required to be uploaded and posted on YouTube platform by
taking the help of the professional, expertise and advice as well as proper guidance. More
feedbacks are required for providing effective data and information to the users.
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Twitter: Appropriate use of hashtags is required to be done for persuading and catching more
customers with the aid of continuous multiple and numerous posts and uploads on Twitter
from the market place.
Webpage: The overall data and information is required for informing various decisions
related with the company about the varied data and information. Then the various errors and
then checking of errors is done in the business or company by the expertise manpower
present in company.
Communication 1: Facebook
Enterprise cars use properly various top model cars and designs along with their rental
services and also with the regular modifications that are done in the unique designing and
other needed things of cars that helps the company in capturing attention and having a large
market. It also makes complete use related with effective and unique catchy headlines for
catching attention and these are needed for developing great interest and also for drawing the
attention in the market of the target customers (Niininen, et. Al. 2021). The Enterprise cars is
the respective company which links its website which is providing assistance and help to their
potential customers that are there present in market as for maintaining interest as well as
attention in market of the customer-base. The Enterprise cars company also creates various
numerous expectations related with the cars and their services in the customer’s minds
present in market by targeting the market with the help of using unique, catchy, effective,
attractive and conventional lines in the various promotional activities and advertisement.
Facebook and its potential users and people are then like, comment and share related with
company on their posts.
Communication 2: Instagram
The attention of customers is gained with the help of presence of unique and varied designing
of cars and their related services. Captions and designing related with cars aid the company in
attracting customers from market for their products and services which is used for building
stronger relationship in between the company and its customers. Enterprise cars provides its
target audience with various discounts and incentives that are being offered to increase
interest of them. Instagram uses various numerous and unique hashtags that are created
leading to creating brand awareness in market of the company (Pop, 2019). Pictures and
videos of cars are taken by customers and then they are posted and uploaded which in the end
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results in increase of the awareness among more targeted customers. The company has
various all its links with pages on Instagram with that of the pages of customers that makes it
very easy for making various purchases on a very large scale of company’s products and
services.
Communication 3: Twitter
Twitter is most used social media platform utilized by millions and billions in worldwide of
users. Enterprise cars company is preferring to have communication with its audience on
Twitter for developing effective advertisements and promotional activities of its products.
The management team of marketing of Enterprise cars uses also Twitter for communicating
and for staying very close along with targeted customers (Scheuing and Niininen, 2021).
Twitter helps the company that is Enterprise cars in performing various marketing operations
related to it in the whole world by taking the help and support and guidance of Twitter. It is
vital role of company that is Enterprise cars to have its complete focus and concentration on
the developing important and necessary operations according to customers’ demand in
marketplace.
Communication 4: YouTube
You tube is majorly used and one of the most popular video website available as it is an
online video viewing platform that is used in world. It is observed that there is important role
that is being played by a company or business organisation to promote and advertise varied of
its products and services with development and attracting customer attention by help of
videos (Thrassou, et. Al. 2020). Enterprise cars also does this with the motive to enhance and
increase the profits of it in market. So it is necessary for the company to take support and
good help of You Tube platform for promotion and advertisements of its products and
services.
Communication 5: Website
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Website development is one of the operation undertaken by business or company or entities
for development of necessary and the important operations in an ethical way for it. The
website development is one of the important function and operation of company, Enterprise
cars as is used for sharing information related to product on its personal online website. The
publicity and promotional activities of goods and services is also done for the performance of
major operations in a company used in a systematic way (Tseng and Lu, 2018). Website
development is operation done and developed with the help of IT experts and team in a
company.
Reflection on Campaign
It is essentially important for an individual person to develop and have focused approach in
writing the reflection for demonstrating the learning and knowledge. In my context, the
campaigning of Enterprise cars was nice and it went well. It is being by me that there is
success gained in its completion of the objectives as there was catching of the attention of
customers present in market. In accordance to me, the information and technology and their
based practices have helped in bringing immense success of the campaign of company,
Enterprise cars. I also believe that Enterprise cars campaign was good in every sense because
of increase in various number related to revenues, sales and ratios of profits of the company,
Enterprise cars. According to me, the campaign went well as the customer’s analysis and
necessary steps were being taken to fulfil wants and demands related to customers (Vollero
and Valentini, 2021). The company according to me for gaining effectiveness and various
competitive advantages take the help and assistance in the context of planning and strategic
frameworks that were made by the management of the company. According to me there is
major benefit from the car rentals as they save from the maintenance fee worries along with
depreciation losses. Moreover, if there is no need for a car or it is used only for some
purpose, it is best to rent cars according to me, provided by the Enterprise cars. As these will
save from problems which are related with insurance fee, servicing, maintenance charges and
many others. It is also observed by me that Enterprise cars gives various modern solutions
that are related with problems of cars and automobile industry. The Enterprise cars according
to me, show everything offered to the automobile industry and the customers present in
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market. It is also seen that it also has renewed different investments for gaining growth in the
market of its company. It has driven growth and success according to me, in its operations by
use of different social media platforms as well as their related activities. Enterprise cars
provide the market with most, efficient, effective, resourceful and sustainable transportation
remedies available to customers present in market. According to me, the biggest thing is that
it keeps a generous incentive program related to its employees in its company. According to
me, it also sees that employees bend over for taking care of its customers directly resulting in
the enhancement of its functions and greater sales. According to me the company gained
success as it has provided benefits to its customers related with the car rental system in the
market. Some of the main advantages that are provided by the company are explained as that
it has resulted in saving time and cost of potential customers. It discovered travelers more
comfort as they are limited along with the usage of the public transport, resulting in the
reduction of major problem. Enterprise cars also gives the feelings of being a local passenger.
The cheap pricing strategies that is adopted by Enterprise cars has also resulted in the
addition of growth according to me. The no waiting times and door to door transportation has
also been reason of Enterprise cars growth, accordingly (Yang and Wong, 2022). The
personal honesty and integrity are also adopted by Enterprise cars which are the foundations
leading to its success according to me in market. The equal treating of everyone who is there
with Enterprise cars especially customers who walks out of door is always with respect.
Enterprise cars sees a great connection in between employees and customers. It has its focus
on building loyal, great and long-term relationships by meeting their needs and earning their
trust. These aspects are being adopted by Enterprise cars that resulted to the increase in the
value and respect in the eyes of the target audience in market place, according to me. It has
also seen that these aspects adopted by the Enterprise cars resulted in its great use of its social
media platforms and online presence. These social media marketing platforms and online
presence greatly supported Enterprise cars in the attainment of various objectives by the help
of effective, efficient and greatly used profiting strategies and policies by it. According to me,
great success and development related to Enterprise cars that is there in the market is done by
the aid of different media platforms of social connectivity.
Conclusion
It can be concluded from the above stated report that a corporation uses advertising and
varied marketing campaigns for the attainment of the goals and objectives predetermined of
organisation that are related with engagement of customers and clients, profits, sales and
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many others which leads to the enhancement and increase in the loyalty of customers with
brand reputation. There are various social media platforms that are present which are used by
various organizations like Facebook, Instagram and many others. These various social media
platforms provide a great use to business in gaining more of the trust and loyalty that is there
from target audience and thereby also increasing the profits as well as sales of them that are
there in the market.
References
Books and journals:
Abdul-Raheem, B., 2021. Journal of Religions and Contemporary Issues.
EDISON, M.L.P. and RAMESH, D., 2021. An empirical analysis of consumer purchase
behavior towards organic food products in selected areas of Thanjavur. Journal of
Contemporary Issues in Business and Government| Vol, 27(3), p.1379.
Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing:
Encroachment and social media. Public Relations Review, 45(2), pp.372-382.
Niininen, O., Singaraju, S., Karjaluoto, H., Valentini, C. and Muhonen, M., 2021. Future
look: Communicating with customers using digital channels. In Contemporary
Issues in Digital Marketing (pp. 165-175). Routledge.
Pop, N.A., 2019, September. Contemporary Directions in the Development of Romanian
Academic Marketing in Favor of Increasing the Performance of the Organization.
In Griffiths School of Management and IT Annual Conference on Business,
Entrepreneurship and Ethics (pp. 17-35). Springer, Cham.
Scheuing, S. and Niininen, O., 2021. GDPR guidelines for academic research in marketing.
In Contemporary Issues in Digital Marketing (pp. 139-151). Routledge.
Thrassou, A., Vrontis, D., Weber, Y., Shams, S.M. and Tsoukatos, E., 2020. Editorial
Introduction: The Changing Opportunities and Challenges of SMEs in
Contemporary Business. The Changing Role of SMEs in Global Business, pp.1-13.
Tseng, P.H. and Lu, C.S., 2018. Contemporary issues and challenges for the Taiwanese
maritime industry. In Maritime business and economics (pp. 188-200). Routledge.
Vollero, A. and Valentini, C., 2021. Social media and consumer power: Opportunities and
challenges for digital marketing activities. Contemporary Issues in Digital
Marketing, pp.105-115.
Yang, H. and Wong, W.Y., 2022. The Impact of Social Media on Customer Buying
Behaviour. Journal of Contemporary Issues and Thought, 12(2), pp.16-27.
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