Contemporary Issues in Marketing: A Digital Communication Plan for Dyson's Hair Dryer Range

CONTEMPORARY ISSUES
IN MARKETING

Table of Contents
INTRODUCTION....................................................................................................................3
Campaign objectives..............................................................................................................3
Measurement of success.........................................................................................................3
Campaign plan.......................................................................................................................4
Communication- Facebook....................................................................................................5
Communication- Instagram....................................................................................................5
Communication- Twitter........................................................................................................5
Communication- YouTube.....................................................................................................5
Communication- Website.......................................................................................................6
Reflection on campaign..........................................................................................................6
CONCLUSION.........................................................................................................................8
REFERENCES.......................................................................................................................10

INTRODUCTION
Marketing is the process of getting potential customers through promoting the
products and services. Digital marketing involves variety of online mediums which can be
used by an organization to promote their product range (Higgins and et.al, 2018). Digital
marketing communication tools are the channels which can be used by an organization to
share their message and such channels also help business in connecting with target audience.
This paper will reflect a digital communication plan which will be used by Dyson to promote
their products and services through which they can attract greater number of customers.
Campaign objectives
Dyson will be promoting their hair dryer range through their new digital marketing
campaign- “Let us take care of your hair”.
The objectives of this campaign will be-
 Through this campaign, Dyson will focus on increasing their sales by 20% within 2
months.
 Dyson will promote their hair dryer range by which they can connect with greater
number of customers. With this campaign, the company wants to increase their profit
margin by 40% in 2 months.
Measurement of success
The success of “Let us take care of your hair” campaign will be evaluated by using
different approaches these approaches are-
 Website visit- This is the measurement approach where Dyson will evaluate how
their advertisement has driven interest of audience and converted such interest to visit
brands website (Ways to measure DM success, 2021). The company will evaluate the
number of customers visited their website after their campaign and advertisement
products for their hair dryer range.
 Conversion rate- Dyson can use Google analytics through which they can measure
the number of conversions of leads made on their website. This measurements
approach will be helpful in measuring the success of their hair dryer campaign where
they can evaluate the leads which has been converted and how this campaign has
supported in generating sales and profits for the company.