Digital Marketing Portfolio and Reflective Summary

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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