This portfolio explores the importance of digital marketing in contemporary marketing and various promotional campaigns to attract users. It covers the AIDA model and strategies for successful digital marketing campaigns.
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Digital Marketing Portfolio
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Table of Contents Contents Contents...........................................................................................................................................2 INTRODUCTION...........................................................................................................................1 Campaign title:.................................................................................................................................1 Campaign Objectives:..................................................................................................................1 Campaign measure of success:....................................................................................................1 Campaign plan:................................................................................................................................2 Reflection on Promotional campaign:.........................................................................................3 CONCLUSION................................................................................................................................5 REFERENCES................................................................................................................................6
INTRODUCTION Marketing is defined as the process of planning and execution of conception which deals with product, pricing, place and distribution of goods from one place to another(Armstrongand et.al.,2018). In other words, it is defined as the process of satisfying the needs and wants of consumers in the market. this report is based on Toblerone chocolate is a renowned brand in American company that deal with wide range of chocolates. This report covers various digital platforms like social media and so on in order to persuade customers to buy the product. This report also comprises of importance of digital marketing in contemporary marketing with the help of examples. It also includes various marketing objectives and AIDA model and various promotional campaigns to attract users. Campaign title: Campaign Objectives: ï‚·To increase the sales by 20% within eighteen months in order to increase market share. ï‚·To increase the profit by 5% within two year as it helps in gaining positive reputation across the globe. ï‚·To expand its operations internationally within three years in order to increase sale of products or services. ï‚·To enhance excellent internal communication within 3 months so as to avoid confusion and conflict among them. ï‚·To build brand awareness within 6 months through various promotional campaigns. Campaign measure of success: ï‚·Increasing sales help to measure the success of a firm and also provide vast growth opportunities to a firm. ï‚·To complete the task on an appropriate period of time also ensure proper success of a firm and help in accomplishment of marketing objectives. ï‚·Reducing the cost of production aids in increasing the profits of a firm and thus ensure success of an organisation. 1
Proper planning and coordination also help in taking proper decisions and fulfilment of task as it reduces overlapping of activities. Return on investment is taken into an account so as to measure the effectiveness of marketing campaigns. Campaign plan: Communication 1 In today’s modern era, Facebook plays an important role to ensure large number of clients from different parts of the world and also help in creating promotion of goods or services (Decarolis and Rovigatti,2017). By adding attractive images and getting more likes and comments with addition of creative statement get the reader to buy the product. The most important thing is that Facebook is regarded as a cost efficient marketing strategy and it also provide customer support and also help in raising the brand awareness of a firm which ensure incremental of sale of a business like Toblerone across the globe. Communication 2 Twitter is regarded as the great way to reach a large number of audiences in a direct manner and also it accelerates the conversations globally by sharing the content of regarding a product or service. The main goal is to get attention of giant number of followers and audience with the help of social media platform (Ristevska-Jovanovska, 2017). One of the biggest advantages is that it can be used as a tool of search engine and provide vast information about the company. It also provides assistance to expand the reach and render an excellent customer support and services by using various tactics and strategies in order to provide maximum customer satisfaction. Communication 3 There are various benefits of digital advertising campaign which is undeniable. Another method is printed poster that attract new eyes and also it can be displayed anywhere from shopping malls to community centres as it is a less costly and its visibility attract new customers. Printed poster is greater than brochures and also provide visual impression to look towards the potential customers (Domazet and Neogradi, 2019). The continuous exposure helps to create a lasting impression in the minds of clients and persuade them to buy the product. The management of Toblerone use poster in order to provide an information regarding the product to the large group of individuals and ensure that it choose high traffic display area. Communication 4 2
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Another example of digital communication is briefing event that also help in creating the brand awareness of a product within the market. this method is regarded as the most effective channel as it render positive views about the company , brand, or product or service. The most effective way is to use teaser videos so as to create a sense of excitement among the users. As this help the respective firm to generate more sale and it also provide proper planning and coordination for achievement of a task in a respective time period. Communication 5 In order to attract new users, another method is to make use of web page for advertisement of good or service within the market. this method is considered as a repetitive nature it provides the details about the number of times that the customer visit to a site and also it provides a great source of information regarding the product or services. For example, the SEO of Toblerone use this method so as to create brand awareness and positive reputation across the globe. The AIDA model stands for awareness, interest, desire and action that customer reaches through these steps to purchase a product in the market. In other words, this model provide an explanation regarding the choices of products by accomplishing number of task in an efficient manner (Sanders, 2017). One of the best appropriate channels can be opted as Facebook as most of the people in today’s era are using social media platforms to create the promotional campaigns of goods or services within the market. This method is regarded as the most efficient marketing strategy which help the company in contributing the sale of a product and thus increase the profitability. Reflection on Promotional campaign: Digital marketing plays an important role as it takes fiction of seconds to reach large number of audience and also it is booming with a great speed in a coming year. There are various social media platforms such as Facebook, twitter, webpages and so on that provide an easy way to communicate to a large number of individuals and it allow small businesses to compete within the market. Among the various social media platforms, I would like to consider Facebook as a best channel of communication because it is a most popular method for promotional campaign as giant number of users are access to it. While advertising, the people are targeted on the basis of their buying behaviour, education level, profession, challenge and many more. One of the greatestadvantagesisthatitprovidesvastgrowthopportunitiesinfutureandhelpin accomplishment of task by ensuring success of a firm. 3
Another benefit provided by digital marketing is that it helps in establishing brand awareness across the globe so as to gain maximum customers. The best thing that I considered about digital marketing is that it provides higher return on investment as compared other traditional methods. Digital marketing ensures incremental of revenue stream and is also helpful for gaining positive reputation in different parts of the country (Hughes and et.al., 2016). No doubt, there is fast expansion of smartphones, mobile marketing is regarded as the contemporary way to grow business in a new heights as it provide future growth prospects to a business. According to the viewpoint, the business in which company carry out its operation is regarded as dynamic. Both B2B and B2C could use various digital platforms and latest technological advancement to meet the future requirements of a firm and also ensure a great success in their respective fields. Digital marketing could provide assistance in promoting the business and also it is cost efficient for promoting various types of products in an around the globe. This type of platforms provides a wide scope to every business whether small or big and also help in grabbing best use of opportunities in order to increase the profitability of business enterprise. One of the best benefits of digital marketing is that it renders 24/7 services to their customers to make them feel delighted and valued. For example, it allows the businesses like Toblerone chocolate that provide larger expansion to promote their product online sites and also their feedback provide the reaction of consumers. It also provides a means to boost the competitive advantage by conducting a proper market research and it is access at a faster rate with the help of digital communication. Various strategies are prepared by the company to draw the attention of large number of users within the market through Instagram, Google+, Facebook and so on. It is vital to reach out consumers with the help of two way communication process and using marketing campaigns especiallytotheirtargetcustomerandwordofmouthmarketing.Properplanningand coordination play an effective role in managing the enterprises as it avoids duplication of activities and effective communication strategy is considered as an appropriate method to avoid misunderstanding and confusion in the minds of consumers(Johnsen, 2017). Social media platform also help in creating brand awareness and ensure credibility within the market. Digital marketing also provide segmentation to their users that means it allows targeting on the basis of age groups and also provide the measure to meet the sales and profitability of a business enterprise. 4
The AIDA model describes the different stages when the buyer decides to purchase a product from the market (Kingsnorth, 2019). It consists of five components that are given as below: Attention:this component provides greater attention to the potential user so that they are aware of the brand. For example: if you want to decorate your house so you can look on for an inspiration on a social media site to search for various ideas. Interest:In this, user is more interested to purchase a product so they try to find out more information regarding the merchandise. For example: Disney could apply the effective marketing strategy to boost the interest of users by announcing that stars will going to perform on the tours. Desire:Now the user is showing desire to acquire a product from you rather than to purchase from its competitors. For example: the consumers get desire that how likely it is going to become as it stars are going to perform in Disney. Action:In this component, customer is ready to purchase the product. For example: Finally, they decide to reach the destination that is Disney to see the performances. This is one of the tactics used by the marketers to reach the large group of audience in order to promote their product through social media platforms. One of the effective strategies to establish promotional campaign in social media platform is to make a smart goal that is defined by specific, measurable, attainable, relevant and time bound that provide proper guidance to our actions and also deliver an effective result. It is very essential to understand our target audience, their taste and preferences so as to gain a popular exposure with the help of polls, surveys, questionnaires and so on(Mejia-Trejo and et.al., 2016). Next step is to evaluate the competitors and their strategies and finally spend time to interact with audience as this help in collecting information about the market trends. This method helps to choose an effective promotional strategy so as to gain maximum exposure of users around the world. This is considered as most appropriate method as it saves time and cost of the company as compared to traditional method. CONCLUSION From the above furnished information, it can be concluded that digital marketing plays an important role to promote the products through various promotional campaigns so as to grab large number of users around the world. Company use various social media platforms such as Facebook, Instagram, Twitter and many more as these are considered as the popular way and 5
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costefficientmethodtoadvertisetheproduct.Also,innovationanddigitalplatformis considering a huge platform and hub for economic development of the country. This ensure future growth opportunities and ensure greater success and thus increase the profitability of the business enterprise. REFERENCES Books and Journals Armstrong, G.M., and et.al., 2018.Marketing: an introduction. Pearson UK. Decarolis, F. and Rovigatti, G., 2017. Online auctions and digital marketing agencies.Available at SSRN 3049359. Domazet, I.S. and Neogradi, S., 2019. Digital Marketing and Service Industry: Digital Marketing in the Banking Industry. InManaging Diversity, Innovation, and Infrastructure in Digital Business(pp. 20-40). IGI Global. Hughes, A. and et.al., 2016. A content and visual analysis of promotional pieces used in a communication campaign for the Arkansas [commodity] promotion Board.Journal of Applied Communications. 100(2). pp.10-28. Johnsen, M., 2017.The future of Artificial Intelligence in Digital Marketing: The next big technological break. Maria Johnsen. Kingsnorth, S., 2019.Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. Mejia-Trejo,J.,andet.al.,2016.InnovationanddigitalmarketinginGuadalajara, Mexico.Mexico (August 22, 2016). Ristevska-Jovanovska, S., 2017. GUERRILLA MARKETING AS AN UNCONVENTIONAL MARKETING ACTIVITY.Research in Physical Education, Sport & Health,6(1). Sanders, G.S.S.B.F., 2017. BFSDoA hosts annual graphic design portfolio show April 14. Webb, R., 2016.Agency: Starting a Creative Firm in the Age of Digital Marketing. Springer. 6