Digital Marketing Communications Campaign Portfolio and Reflective Summary
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This report covers the usage range of digital marketing tools effectively with the help of AIDA model and measurement of success. There will be a campaign plan with different communication plans. Lastly, there will be a reflection of the campaign plan.
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BSc (Hons) Business Management BMP4004 Contemporary Issues in Marketing Assessment 2 Digital marketing communications campaignPortfolio and Reflective Summary Submitted by: Name: ID:
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Table of Contents INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................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.....................................................................................................4 Communication 4: YouTube..................................................................................................4 Communication 5: Website....................................................................................................4 Reflection on Campaign.........................................................................................................4 CONCLUSION................................................................................................................................5 REFERENCES................................................................................................................................7
INTRODUCTION A thorough, current, and cutting-edge resource that offers a cogent understanding of current marketing topics is called Contemporary Issues in Marketing. It firmly confronts the ongoing issues in the marketing industry by fusing the perspectives of theory and practitioners. Theories that emphasise the value of customer orientation over conventional market orientation are referred to as contemporary marketing theories(Viana and et. al., 2019, June). They are tactics that, when put into practise, provide their clientele with better support and a product selection that fluctuates depending on what the target market wants. The report will cover brief about usagerangeofdigitalmarketingtoolseffectivelywiththehelpofAIDAmodeland, measurement of success. There will be a campaign plan with different communication plans. Lastly there will be reflection of campaign plan. MAIN BODY AIDA Model Attention, Interest, Desire (or, in some forms, Decision), and Action (AIDA) are the four steps necessary for effective marketing. The AIDA marketing approach is so fundamental to current marketing that skipping any one stage is regarded to nearly guarantee a poor outcome. The simplicityoftheAIDAparadigmisitskeybenefit.Themodelistimelessduetoits uncomplicated design, making it applicable today. Attention So, need to get the material in front of them initially in order to reach this stage. This is accompanied by improved brand recognition and compelling messaging (Shankar and et. al., 2021). Interest The content must be compelling and interesting to reach this point. This level of AIDA is about maintaining their attention, whereas the previous step is about grabbing it. This is possible via a hook. Desire People do business with people they like, trust, and are familiar with. The AIDA model's first two stages establish the know and the like. This stage aims to transform "I like it" into "I want it." And the final component of the puzzle—trust—is cemented in to do that. 1
Action Givepotentialprospectsthechancetotakeadvantageofthatdesireonce individualscreated enough demand for their good or service. Campaign objectives A marketing campaign may be used to advertise a good or service, a product, or the brand in general. Campaigns are meticulously designed and the activities are modified to produce the best results. Everyone makes an attempt to achieve particular goals and objectives. A variety of marketing campaigns are launched by businesses to increase public awareness of their brand and the products and services they provide. Enterprise Rent-A-Car has sponsored campaigns to increase public knowledge of the services they provide. The following are a few of the goals: •Identifying Needs-The goal of Enterprise Rent-A-Main Car's campaign was to identify the needs of its customers so that they could be better catered to. •Popularize-For any organisation to be successful, it is essential that the general public is informed about it and how it functions. Enterprise Rent-A-Car uses vehicles and banners in the campaigns to do this (Peter and Dalla Vecchia, 2021). •Improvement in Services Offered- Enterprise Rent-A-Car will be able to offer better services thanks to the interest this has generated. •Interest and Desire- When a firm is well-known, people are more likely to be interested in and desire to use Enterprise Rent-A-Services Cars. Measurement of success A benchmark by which a person or organisation determines whether or not they have accomplished their objectives is known as a measure of success. Successful people utilise a range of standards to assess their individual and collective accomplishments since there is no one real definition of success. If the organisation is able to complete the goals and objectives within a reasonable amount of time, it is said to have had moderate success. Enterprise Rent-A-Car is doing well despite being a small company. The organisation measures its progress using the evaluation methods: •Enterprise Rent-A-Car set reasonable, short-term goals and achieved them. By comparing the time, it took to complete the goal with the prior one, the entity helps with progress tracking. 2
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•The entity measures the success of its campaigns and other events (Liu, 2021). •The popularity of profiles on social networking sites like Twitter, Facebook, Instagram, etc. helps with performance measurement. The more people who participate, the more likely the company is to prosper. Campaign plan A plan is a comprehensive proposal that is developed in such a way as to achieve the desired aim or target. Planning is very helpful and essential for achieving the objective. Strategic planning is one of the processes in the process of achieving goals (Richards and Marshall, 2019). The campaign approach developed by Enterprise Rent-A-Car helps the organisation accomplish objectives like fund raising. With the help of these initiatives, they may successfully operate their firm by bringing in new customers and raising income. Such adverts might also be made on internet platforms in order to reach a big audience. If organisations want these efforts to be successful, they must develop strategy for them. Communication 1: Facebook •Awareness-Facebook helps Enterprise Rent-A-Car inform the public about the services they provide. Enterprise Rent-A-Car uses Facebook's stories feature to accomplish this. •Interest-Enterprise Rent-A-Car needs to make sure that the stories exhibited are intriguing and appealing in order to spark people's interest in looking into services (Ryan, 2020). •Desire-When a person's interest in a service turns into a desire to try it, that is when desire is present. Enterprise Rent-A-Car encourages customers to try their services by highlighting comparable features on Facebook's stories feature. •Action-This is the last stage, during which customers can contact the company via Facebook Messenger. Communication 2: Instagram •Awareness-Instagram is among the most well-known social networking sites, as well as its reel feature is popular. This function is used by Enterprise Rent-A-Car to raise user awareness. •Interest-Reels can be made in a variety of appealing ways to catch customers' attention and pique their desire to test the service (Dolega, Rowe and Branagan, 2021). 3
•Desire-When reels while using the program, its benefits, and client praise are produced, these reels assist the entity in fostering a desire among consumers to use the services. •Action -The general public can assist the entity by contacting it using Instagram's message service. Communication 3: Twitter •Awareness-Twitter is arguably the most popular social networking platform. Enterprise Rent-A-Car uses the platform to post tweets that help the company communicate with a sizable consumer base (Cowley-Cunningham, 2018). •Interest-Positive feedback on the tweets helps the organisation kindle public interest. •Desire-The characteristics of the products help the company stimulate users' interest in using them. •Action-The comments and reviews persuade customers to try out the business's services. Communication 4: YouTube •Awareness-YouTube advertisements help the organisation increase user awareness. Videos, including Vlogs, shorts, and movies, help to advertise the services on YouTube. •Interest -Eye-catching interstitial marketing stimulates consumer interest in the services. •Desire-Shorts and V logs are helpful in increasing people's desire for the services offered. •Action-Enterprise Rent-A-Car streams videos to its YouTube channel, where visitors may get in touch with the business by providing comments (Guerra and Silva, 2022). Communication 5: Website •Awareness -Building websites are one of the best ways to utilise technology. Enterprise Rent-A-Car maintains a website specifically for marketing and promoting its offerings. •Interest -Websites help to more effectively communicate the benefits of a service and to increase interest (Nabieva, 2021). •Desire-Websiteadvertisementsthatarevisuallyappealinghelpbusinessesattract customers and instil a desire in them to use their services. •Action–Byusingthesewebsites,EnterpriseRent-A-Carcancommunicatewith customers. 4
Reflection on Campaign The capacity to communicate with anybody, anyplace, because digital technology has no physical limitations. Personalization is easier with digital marketing since it allows you to target the correct audience at the right moment. At each step of the purchasing process, communicate with your prospects (MINCULETE and MINCULETE, 2019). Spend less and reach out to more customers. In addition to offline initiatives, the organisation ran campaigns on social media platforms like Facebook, Twitter, YouTube, and others. These social media channels allowed companies to easily connect with one million people and convince them to use their services. The website for Enterprise Rent-A-Car is essential to increasing their customer base and brand recognition. By doing this, it increases its market share, which helps the organisation accomplish its objectives. Digital marketing is one of the best ways to grow the customer base. Utilizing technology as efficiently as possible is a goal for every business. Enterprise Rent-A-Car uses technology to overcome the issues with contemporary marketing. There are several reasons why digital tools are used for this, some of which are listed below. Mobile Access –Many people today have access to smartphones, and many more often use them. For smaller tasks, they also depend on their mobile devices. When the prospect presented itself, Enterprise Rent-A-Car saw it as an opportunity to grow their customer base and open an online store (Mankad, 2019). Expansion –Social media platforms are helpful for breaking news to spread quickly. Enterprise Rent-A-Car has increased its activities in order to generate more revenue. The organisation was able to reach one million people via these platforms and let them know about the services they offer. This encourages customer attractiveness and business expansion. Interactivity –Thanks to digital tools, businesses may speak with their clients directly. As a result, Enterprise Rent-A-Car finds it much simpler to identify and appreciate the needs of its clients. By giving clients the products of their choice, they will be able to successfully run their firm. Accessibility –These tools are accessible and more cost-efficient for the business and its clients.Cost-andtime-effectivenessarebothadvantagesofonlineadvertising. Contrarily, customers who communicate directly with the organisation can save money by avoiding middlemen and travel time (Guven, 2020). 5
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CONCLUSION According to the aforementioned report, marketing is a challenging profession that involves not only the trade and sale of goods and services, but also their promotion and advertisement. An organisation works hard to accomplish its goals and build a reliable reputation in the industry. Profitability is another element that drives a business to put up the necessary effort to attain corporate success. Campaigns are among the best techniques to increase public awareness of the company's line of business. These advertisements could also be broadcast via online networks. 6
REFERENCES Books and Journals Cowley-Cunningham, M.B., 2018. Introducing Digital Media to Automotive Industry: The Role ofCorporateBloggingandEconomicContextinFull-FunnelDigitalMarketing (Presentation Slides).DMI Repurposed Preliminary Report I-Case Study for Portfolio Application with Market Research Society. Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social media marketing on retail website traffic, orders and sales.Journal of Retailing and Consumer Services,60, p.102501. Guerra, M.J. and Silva, F.O., 2022. Digital Marketing Strategy: A Step-By-Step Approach. InMarketing and Smart Technologies(pp. 339-350). Springer, Singapore. Guven, H., 2020. Industry 4.0 and marketing 4.0: in perspective of digitalization and E- Commerce. InAgile Business Leadership Methods for Industry 4.0. Emerald Publishing Limited. Liu,Y.L.,2021.MARKETINGMIXPLUSDIGITALPLATFORMINNOVATIONIN PHARMACEUTICALINDUSTRY:WHEREWEAREANDHOWTOMOVE FORWARD UNDER COVID-19. In30th International Conference of the International Association for Management of Technology: MOT for the World of the Future, IAMOT 2021(pp. 991-1002). Mankad, D.J., 2019.Understanding Digital Marketing: Strategies for online success. BPB Publications. MINCULETE,G.andMINCULETE,S.,2019.ApproachestoCompanies’Personnel Educationand Training in the Field of Digital Marketing.eLearning & Software for Education,3. Nabieva,N.M.,2021.DIGITALMARKETING:CURRENTTRENDSIN DEVELOPMENT.Theoretical & Applied Science, (2), pp.333-340. Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms.New trends in business information systems and technology, pp.251-265. Richards, M.B. and Marshall, S.W., 2019. Experiential learning theory in digital marketing communication: Application and outcomes of the applied marketing & media education norm (AMEN).Journal of Marketing Development and Competitiveness,13(1), pp.86- 98. Ryan, D., 2020.Understanding Digital Marketing: A complete guide to engaging customers and implementing successful digital campaigns. Kogan Page Publishers. Shankar, V. and et. al., 2021. Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches.International Journal of research in Marketing. Viana, J. and et. al., 2019, June. Social CRM services in digital marketingagencies: a preliminary study on service offerings in Germany. InInternational Conference on Business Information Systems(pp. 383-395). Springer, Cham. 7