Digital Marketing Communications Campaign Portfolio and Reflective Summary

This report discusses the use of digital marketing tools and their application in Enterprise car's marketing campaign. It includes the AIDA model, campaign objectives, measurement of success, campaign plan, and communication strategies on Facebook, Instagram, Twitter, YouTube, and the website. The report also reflects on the challenges faced and the leadership and management skills used.

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
Digital marketing is refers to advertising and selling products with use if
internet, mobile, devices, social media, display advertising and other search engine.
These are connect as well as promotes the perspective of buyers by marketing with
the use of the digital communication and internet. These are play significant role in
the building a connection between new consumer when they are use internet and
this also useful for several industries. There are some organizations are faces
several challenges in managing cash flow, generating qualified leads, using website
and creating attractive content. This report is based in the Enterprise car which is a
executive leasing organization founded by Jack C. Taylor. The headquarter of the
firm is situated in the Clayton.
This portfolio is includes the presentation of the data of digital marketing tools
as well as its application (Oré Calixto, 2021).
AIDA Model
The AIDA model is a advertising effect model which consider the some stages
that a individual goes through while buying a service and product. This model is
generally applied on the sale, strategies, public relation and digital marketing in a
firm. By the use of the AIDA model, manager of the respective organization have
connected with several new people ti enhance the customer base segment (Bîrzu,
2021). In relation to Enterprise cars, there are some aspects of AIDA model are
present which are mentioned as:
Attention: It assist the supervisor of the enterprise cars to pull in the
customers by the use of advertising as well as marketing of their services and goods.
Interest: The customer are build their interest towards the organization and
they are more curious for brand. The managers are increasing the interest of the
customer by the use of marketing.
Desire: The manager of the respective organization is cooperate with the
customers who have interest in their service and is trustworthy. There are effective
and positive posters are created and these are uploaded on the internet and other
social media platform (Teguh and Ciawati, 2020).
Campaign objectives
In context to Enterprise cars, the digital marketing team is constituted a
campaign objectives which are mentioned as:
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 To develops the awareness of brand in other nation by 25-30% within a year.
 Conduct free trials sign ups by enhancement of the click-through rate on the
internet ads to 4% by the end of the year.
 To create mote leads by the use of website by 30% within a year.
 In the end of the year 2022, gain the client satisfaction score by 15% for the
active services and products.
 To produce effective blogs subscribers for marketing and advertising by 25%
in the 6 month of time (Wibowo and Haryokusumo, 2020).
Measurement of success
In relation to Enterprise cars, the manager is use some techniques of
measurement which are explained as below:
 Return on investment: By the use of this techniques, the manager of the
Enterprise cars can measures that hoe they can increase their earning. These
are assist them in increasing their performance if they face loss on then how it
can be overcome.
 Conversion rate: This techniques of is assist the manager foe develop the
understandings of the number of conversion that has being done till date. The
interpretation are not suitable purchase by any customers (Wibisurya, 2018).
Campaign plan
This is also explained as the short-term combined communication plan for
increase the sale generation from market. In relation to Enterprise cars, the manager
of the firm is aimed on increasing he engagement of the customer as well as content
of marketing and incorporate media schedule (Putri and Abdinagoro, 2018).
Communication 1: Facebook
In context to Enterprise cars, the manager of the digital marketing the
manager of the of the organization are increase the attention by the use of
Facebook. These are posting various effective ad attractive post and these are help
in the increase the attention of the customers. The manager of the respective
organization are make a desire to buy in an single by posting ads of the service and
product. The buyers are convinced to buy the product which give the advantage to
the organization.
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Communication 2: Instagram
The digital marketing manager in the Enterprise cars are desire the attention
of the buyers by the posting several different as well as attractive reals on Instagram.
The buyers are easily connivance for buy their service and product by the use of
online shopping. In current era, the the customers are more prefer online shopping
which is a positive aspect for the firm (CHERUKUR, 2020).
Communication 3: Twitter
The manager of the organization is use Twitter by which they can comment or
tweet in the several post which are posted on it. This create the desire as well as
increase the interest of the customers to buy the specific service and product. These
are give the satisfaction to the in all the ways.
Communication 4: YouTube
The digital marketing manager of the organization are increase the attention
of customers by the posting attractive video on YouTube. These are assist in the
increase the attention of the consumers and increasing the desire for buy the specific
good and services. These help in the give the satisfaction to buyers after buying the
product.
Communication 5: Website
The digital marketing manager are increase the attention of costumes by the
making the updated website which are accomplish the demand as well as needs off
the customers. These are assist the manager to execute the strategies and plans in
effective manner. This increase the efficient and effective utilization of product and
service (Harto, Rozak and Rukmana, 2021).
Reflection on Campaign
As a digital marketer of Enterprise cars, I have evaluated by the use of
advertising and digital marketing, an organization can attain success as well as
profits by the giving the positive and quick response to buyers on social media
platform. At time of doing portfolio, I faced so any challenges which develops d-
motivation for work. I got some techniques for doing working which assist me in
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completing the activity effectively. We worked as a team in the campaign of digital
marketing and these assist in the achieving the same goals effectively. There are
several challenges are present when working together but the every individual give
hope to each other and retain the morale high which help in achieving the goals. I
was mot able to matched out with the skills of the other people which make me
awkward while working with others. There are every person help me so much for
learning new things and knowledge of the several things. The team workers are so
helpful and cooperative which assist each other. As a manager, I keep them
motivated and and teach them for don't loose there hopes for the result. This help
others for doing their best for achieving the targets. I have also observe that there
are so many people are facing trouble in communicating each other. There are I use
communication policies to address these challenge. These are help in the
communicate with each other and resolve the issues which are faces during the
performing task and and working. I have evaluated that the digital marketing as well
as advertising play significant role in the for manager to attract the customer by
making some plans and strategies. There are several organization use different
techniques for selling their services and goods in the market. So, we have make a
website of our services and product by which customers are directly connected with
us and the directly purchase the product. There are so many negative as well as
positive things happens in the campaign which can result in the positive as well as
negative results. I am also evaluated that the team members are working hard to
complete their activities for achieving the goals in a particular time of period. I have
also use my leadership skill, strategic thinking, decision-making, communication skill,
management skill, problem-solving skills and much more. I an also motivate the
every team members for they have to increasing their morale. I used management
skill which help me in the manage the team members and which is a big tasks for
me. I have make some goals for team bound fir increasing their effectiveness of
working for achieving common goals. So, I have so about the management and
control the tram as a leader (Bencheva, Nikolova-Alexieva and Mihova, 2019) .
Conclusion
From the above portfolio, it has been conduced that the digital marketing is a
best techniques for increasing the sale of product and services of the organization.
There is ADIA model is used for increasing the sale and increasing the more
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attention of the buyers and this is consider interest, attention, action and desire. The
digital marketing team is build a campaign goals and objectives which are assist in
the evaluation of the success of the organization.
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References
Bencheva, N., Nikolova-Alexieva, V. and Mihova, T., 2019. Digital marketing as a
prerequisite for innovation in the tourism business of Plovdiv. KNOWLEDGE-
International Journal, 34(1), pp.169-174.
Bîrzu, S., 2021. A current framework of the challenges of digital
marketing. Proceedings of the Annual Sessions of Scientific Papers, 19,
pp.272-276.
CHERUKUR, M., 2020. A Study On Impact Of Digital Marketing In Customer
Purchase In Chennai. Journal of Contemporary Issues in Business and
Government, 26(2), pp.967-973.
Harto, B., Rozak, A. and Rukmana, A.Y., 2021. Strategi Marketing Belah Doeren
Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand
Image. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 7(1), pp.67-74.
Oré Calixto, S., 2021. The effect of digital marketing on customer relationship
management in the education sector: Peruvian case.
Putri, T.U. and Abdinagoro, S.B., 2018. Response to a New Wave in Digital
marketing: Does beauty blogger involvement the most influencing factor in
halal cosmetic purchase intention. International Journal of Supply Chain
Management, 7(6), pp.446-452.
Teguh, M. and Ciawati, S.T., 2020. Perancangan Strategi Digital Marketing
Communication Bagi Industri Perhotelan dalam Menjawab Tantangan Era
Posmodern. Bricolage: Jurnal Magister Ilmu Komunikasi, 6(01), pp.051-064.
Wibisurya, I., 2018. The effect of digital marketing implementation through location
based advertising on customer’s purchase intention. Binus Business
Review, 9(2), pp.153-161.
Wibowo, B.S. and Haryokusumo, D., 2020. Capturing Opportunities in the Industrial
Revolution 4.0: E-Commerce, Digital Marketing, Prestige, and Instant Online
Buying. JDM (Jurnal Dinamika Manajemen), 11(2), pp.198-206.
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