Digital Marketing Portfolio and Reflective Summary

This portfolio covers the importance of digital marketing, AIDA model, campaign objectives, measurement of success, and campaign plan. It also includes insights into the reflection on the campaign. The case study is based on Enterprise cars.

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 ...................................................................................................................................1
Campaign objectives........................................................................................................................2
Measurement of Success..................................................................................................................2
Campaign plan.................................................................................................................................3
Communication 1: Facebook ..........................................................................................................3
Communication 2: Instagram ..........................................................................................................3
Communication 3: Twitter...............................................................................................................3
Communication 4: YouTube............................................................................................................3
Communication 5: Website ............................................................................................................4
Reflection on campaign...................................................................................................................4
Conclusion.......................................................................................................................................6
REFERENCES................................................................................................................................7

Introduction
Digital marketing is the process of marketing of any product or service which a company
sell through various digital platforms with the purpose to link and promote potential customers
through internet and several digital communications. Almost all the companies face the problem
in generating interested leads, creating creative content, using websites, managing cash flow and
so on (Pandey, Nayal and Rathore, 2020). It is important for every business organisations as it
provides opportunity to interact with new buyers who are active on social media which results in
strong customer base segment. For more and better understanding of the topic, Enterprise cars is
the company taken into reflection. It is an executive leasing firm propounded by Jack C. Taylor
and its headquarters are located in Clayton.
The portfolio covers the illustration of details in digital marketing tools as well as its
application and importance of the same.
AIDA Model
This model is mainly taken into consideration while making sales strategies, digital
marketing, sales and public relation campaign in the enterprise (Ryan, 2020). As it is an
executive advertising effect model which is linked with the stages that an individual goes
through at the time of purchasing a product or service. With the help of AIDA model, managers
of Enterprise cars have made connections with various different person with a purpose to make a
healthy bond with their customers. It benefits them in increasing market share as well as
competing the competitors in market. Elements of AIDA model in context to Enterprise cars is
mentioned below:
Attention: Through this model, managers of Enterprise cars attracts many new buyers
through marketing and advertising their product or service. To grab attention of more customers
from the market, marketing communication objective of Enterprise cars creates a platform which
benefits them.
Interest: After creating interest in the products or service offered by the managers of
Enterprise cars, customers are excited to know the brand name, results in the potential buyers for
the company. They develop a feeling of interest in an individual by promoting and advertising
their products which gives them satisfaction (Dadwal, 2019).
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Desire: The managers of the Enterprise cars do collaborations with people who are
genuinely into businesses and is trustworthy. For the purpose of creating strong online buyers of
the firm, innovative and attractive posters are made.
Action: Once proper information about the product and brand is provided to the people,
strategies planned in the beginning are implemented for building up trust (Fill and Turnbull,
2019). The managers of Enterprise cars, work on the action which needs to be taken as soon as
possible so that customers are satisfied and purchase more products.
Campaign objectives
 By the end of the year, increment in the customer satisfaction score by 20% for the
products and service already exist by providing productive customer support.
 Increase in generating of leads by updating websites by 25% within a year.
 To introduce or publish new and attractive blogs subscribers for marketing and
advertising by 30% with a time period of 4 months.
 Operating free trial sign ups by increasing of the click-through rate in social media ads to
5% by the end of the month.
Measurement of Success
Techniques of measurement of success to be adopted by the managers of Enterprise cars are
mentioned below:
 Conversion rate: This metric helps the managers of the Enterprise cars in knowing the
number of conversions that has being made till date. The conversions are not the proper
purchase by any customer, it is the sign ups from the website for any forms or demo
provided by the firm (Ghai and Rahman, 2018).
 Return on investment: With the help of this metric the managers of Enterprise cars can
evaluate that how much they have earned till now in comparison to the investment done
by them in the business. This will aid them in improving their overall performance, if
they face any losses then how it can be resolved and converted into profit (Dzamic and
Kirby, 2018).
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Campaign plan
It is a short-term combined communication plan for generation of leads as well as sales
from the current marketplace (Smith and Zook, 2019). The purpose of campaign plan for the
managers of Enterprise cars is to interconnect more and more buyers, also focus on integrated
media schedule and content marketing.
Communication 1: Facebook
The digital marketing managers of Enterprise cars will seek the attention of people on
Facebook by making attractive post and posting it for new customers to look after it. Willingness
to buy the product can be built by making them interested through demo sessions. Managers of
Enterprise cars build desire in a person to buy the product by posting different adds and discount
on it. And at the end, consumer is influenced to purchase it which gives achievement their
targets.
Communication 2: Instagram
In Enterprise car, manager of digital marketing attracts the attention of people through
Instagram by posting creative reels and videos. The buyers convince easily to purchase the
product as people prefer online shopping more rather than going on the store which is a
advantage for the company (Dommett and Bakir, 2020).
Communication 3: Twitter
In Enterprise cars, managers grab the attention of the customers by tweeting or
commenting on twitter posts, which are already posted by them. It develops a feeling of interest
as well as desire of an individual to buy that specific product or service. Hence, the action is
taken by the customer by purchasing it to fulfil their satisfaction.
Communication 4: YouTube
For the attention of various people, managers of digital marketing in Enterprise cars, post
innovative videos on YouTube which will attract them. This will also create desire and interest to
purchase that specific product or service. In the end, the product is being purchased by the
consumer as it fulfils their needs and wants (Martínez-Rolán and Piñeiro-Otero, 2019).
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Communication 5: Website
The managers of Enterprise cars, grab the attention of an individual by keeping the Website
updated which will fulfil the needs and wants of a person. This will benefit them in
implementing the planned strategies in an effective and productive manner and the customer take
use of the product or service effectively and efficiently (Donaldson, 2022).
Reflection on campaign
As a digital marketer of Enterprise cars I have evaluated that with the help of advertising
or digital marketing, an organisation can be successful and profitable by providing quality
service to the buyers on social media. In the beginning, when the portfolio was given, I was not
ready to work with people who are unknown to me. I was demotivated because sometimes I got
afraid of new people that how they will react on my things. This was my first experience in
managing a team which made me feel unsure about the fact that I will be able to do it or not. It
was a challenge for me to face as I have never handle a team in past, but I accepted it and started
working on it. I have interacted with everyone in the firm so that they can feel comfortable while
working with me. It was not easy to connect with everyone as there were some introvert people
who don't like to interact. I have planned some activities for then so that they can socialise with
each other and work for one common goals. It was not easy to make them feel comfortable with
me because everyone has different nature and personality. I have faced many issues while
planning things as it was first time for me to take care of people and made them work. Then, it
takes me time to make good or healthy bond with them but I was successful in that and was
trying to understand their views on various things. I have prepared the techniques, strategies,
rules, regulations and styles which need to be adopted while working in the organisation. I have
also made a strategic management plan which can be helpful to them in clearing the goals, what
exactly is required by the firm. I have prepared proper notes for them so that they do not face any
problems while working. Also everyone was sharing good bonds with each other and share their
view, thoughts and ideas in order to create a positive environment of the organisation. I have
learned a lot while working with them as it made me improve my leadership skills, personality
development, communication skills, management skills and many more. I got to know my weak
points where I need to work and make it better for next time. This portfolio helped me a lot in
connecting with new people and learning many different things. I have faced issues in between
when their thoughts do not match with each other so I as a manager of the company helped them
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in sorting with things. Moreover, there were some people who was disappointed and dissatisfy
with the decision made in the entity. This let the morale down of me and also of some people but
I act like a mature person, thought wisely about the current situation and took the right decision
in which everyone is happy. Then I have decided to change my way of working as there were
people facing issues so maybe this will have made easy for them to work. It benefited me as they
have also learned to adjust with each other and started working on the task assigned to them. I
have also asked my team members to make a personal development plan for them so that at the
end they can evaluate their performance of first day till the date. This plan will have made the
members achieve their personal or individual gaols as well, leads to growth in their personality. I
have also possessed skills like strategic thinking, critical thinking, problem-solving, decision-
making and so on. The following portfolio made me believe that digital marketing is vast
platform to showcase a company's product in order to get high sales and profits. This benefit me
in boosting up my confidence level while working with them, and give positive result in
achieving the goals.
Various firms adopted different techniques in order to market their products and services so we
have also created a website for our customers to directly buy from it. As nowadays people are
more into social media which is a plus point for other businesses, in posting attractive content
showing ads of the same and many more. My aim was to build a team with healthy relations,
bonded and adjusting with each other, and I was successful in achieving my goal. Everyone was
very comfortable with each other and if they face any issues with each other, they resolve it then
and there. I enjoyed a lot while working with them as I found many different thoughts of an
individual, and also got to know about how things work in corporate world. I have built my self-
confidence, strengths, skills, knowledge and many more things while working. Through this
portfolio I started believing in myself and realised that nothing is impossible, it’s just little efforts
are required. I have analysed that a person can easily survive with others only if they are
extrovert, knowledgeable and mature enough to handle any situation within the organisation. My
goal was to provide with the best and memorable experience to the people in order to work with
them again in future. I think I was successful in that and this made me satisfied while completing
the portfolio in achieving the individual as well as organisational goals. Everyone invest their
time and efforts in completing the work, this was the happiest moment for me. I have motivated
them the whole time while working so that they do not lose hope and kept their morale high. We
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have faced rejections as well but I have worked on it in order to make my team efforts
productive. There were many positive and negative decisions made in the firm, which affect the
performance of them while working. With time it was solved and sorted, people were back to
their assigned task and worked hard to get better results this time. I have made many new friends
to connect with which helped me in growing more in my future. Finally, we were successful with
what we want to achieve so everyone was so happy to work with each other.
Conclusion
From the above report, it is concluded that through digital marketing many enterprises have
earned a lot of profits and it is said to be the best way of showcasing products through social
media. AIDA model is adopted for increasing sales as well as grab the customer market, its
elements involves attention, interest, desire and action. The digital marketing team planned
campaign objectives and the tools to measure the success of the firm which includes the return of
investment as well as conversation rates.
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REFERENCES
Books and Journals:
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.
Ryan, D., 2020. Understanding Digital Marketing: A complete guide to engaging customers and
implementing successful digital campaigns. Kogan Page Publishers.
Dadwal, S. S. ed., 2019. Handbook of research on innovations in technology and marketing for
the connected consumer. IGI Global.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and disruption.
Pearson UK.
Ghai, S. and Rahman, O., 2018. Measuring effectiveness of campaigns using digital marketing &
its impact on youth. International Journal on Global Business Management &
Research. 7(3). pp.19-30.
Smith, P. R. and Zook, Z., 2019. Marketing communications: Integrating online and offline,
customer engagement and digital technologies. Kogan Page Publishers.
Donaldson, A., 2022. Digital from farm to fork: Infrastructures of quality and control in food
supply chains. Journal of Rural Studies. 91. pp.228-235.
Martínez-Rolán, X. and Piñeiro-Otero, T., 2019. Marketing analytics: why measuring web and
social media matters. In Business Intelligence and Analytics in Small and Medium
Enterprises (pp. 75-88). CRC Press.
Dommett, K. and Bakir, M. E., 2020. A transparent digital election campaign? The insights and
significance of political advertising archives for debates on electoral
regulation. Parliamentary Affairs, 73(Supplement_1), pp.208-224.
Dzamic, L. and Kirby, J., 2018. The definitive guide to strategic content marketing: perspectives,
issues, challenges and solutions. Kogan Page Publishers.
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