Digital Marketing Communications Campaign Portfolio and Reflective Summary for Enterprise Cars

This report outlines the digital marketing campaign plan for Enterprise Cars, including the AIDA model, objectives, measurement of success, and communication strategies for Facebook, Instagram, Twitter, YouTube, and the company website. The report also includes a reflective summary on the effectiveness of social media marketing and the importance of utilizing digital technology in marketing campaigns.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
Submitted by:
Name:
ID:
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Contents
Introduction 3
AIDA Model 3
Campaign objectives 4
Measurement of success 4
Campaign plan 4
Communication 1: Facebook 5
Communication 2: Instagram 5
Communication 3: Twitter 5
Communication 4: YouTube 5
Communication 5: Website 6
Reflection on Campaign 6
Conclusion 8
References 9
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Introduction
In business environment, utilization of the digital marketing has been growing very
rapidly because nowadays, mostly organization use the social media platform with the motive
to promote their product or services (Bucher, 2021). Organizations uses the digital marketing
as it is a cost effective methods, along with this, it also increase the customers base as mostly
people are engaged on social media platforms. Companies that included in such kind of the
marketing activities have more chances to get recall their brands in customer's mind. This
report is based on the case study of Enterprise Cars that is engaged in promoting its services
through marketing campaign. This organization facilitate service of providing cars on rent
and charge according to the destination. Respective report is going to cover AIDA model,
objectives of campaign, different tools used by the organization to measure success. Along
with this, respective report will cover a summary of reflection and discuss which platform is
most suitable for the considered firm.
AIDA Model
Organisations use the AIDA model with the purpose to understand customer's
thinking pattern when thy plans to make any purchase. This model is categorised into four
different phases that help the organisations to understand the customer's perception. All these
four stages are discussed below:
 Attention- In this phase, organisations display their product and inform the customers
about their services to influence them to make a purchase. In this, companies
formulate different kind of the marketing strategies through which they can grab the
customer's attentions.
 Interest- In this, customer starts to show their interest in in company's product or
services by collecting information about their services or product. Therefore, to get a
detailed and proper information, customers visit to company's website and gather
significant information that help them in making a purchasing decision (Chen Xiao
and Mao, 2021).
 Desire- When customers all the information then they prepared their mind to make a
purchase. Along with this, the organisations also make efforts to influence the
customer so that they purchase the product or services.
 Action- At this final phase, customer takes action regarding whether they should
make a purchase of company's product or services or drop the idea of purchasing
(Davids and Brown, 2021).
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Campaign objectives
Enterprise Cars has conduct the marketing campaign with the motive to attain its pre-
determined objectives. Some of these objectives are mentioned below:
 Enterprise Cars has conducted the marketing campaign to make aware the audience
about its new services that are being introduced in their portfolio.
 Another objective of the Enterprise Cars is to increase its sales by 30%.
 another major objective of the respective organizations is to increase its market share
to stay competitive within marketplace.
 At last, by this marketing campaign, Enterprise Cars want to create an effective brand
value of it by making and impressive image of Enterprise Car’s in customer's mind.
Measurement of success
In Enterprise Cars, its management continuously observe the employee's performance.
In order to perform this activity, organisations are using the benchmarking system so that
performance of every employee can be measured effectively. By using the benchmarking
company set a standard and then compare it with the previous outcome (Furini, 2021).
Based on the result, Enterprise Cars determine in which are they need to bring improvement.
Increment in sales and revenue is very crucial for the organisation when analysing the
improved performance. On social media platforms, the available insights function also plays
a vital role in examining success of the campaign that is conducted by Enterprise Cars.
Campaign plan
Enterprise Cars has decided to utilise the social media platforms in order to conduct
its campaign plan so that company can achieve its objectives effectively. By using the social
media, Enterprise Cars can analyse availability of its customer base. Along with this, social
will also help them in getting attention of new customers. In order to introduce its services
among the customers, respective organisation will prepare an impressive & attractive content
that is helpful in creating a positive image in customer's mind (Goedert, 2021).
Communication 1: Facebook
It has been identified that Facebook is top of the social media game as it caters to a
larger variety of the people and also incorporating several different ideas aspects (Halloran
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and Lutz, 2021). It can be an effective social media channel for the Enterprise Cars in it
marketing campaign. Awareness – In this, Enterprise Cars can create its own business page in order to
engage more and more customer by posting impressive image and creative videos. Interest – If customer starts to take interest in company's product or service, then they
will try to collect all the significant and detailed information. Desire – In this stage, customer will prepare their mindset to use the services provided
by the Enterprise Cars.
 Action – If customer starts to take interested then they will respond on company's post
and visit the business page that is created by the Enterprise Cars.
Communication 2: Instagram
This platform has been considered as best social media channel to engage the
customer’s and it helps the company in growing its brand awareness & introduce their new
product or services (Han, Laurian and Dewald, 2021). Awareness – In this, Enterprise Cars can make shorts videos to aware its customers. Interest – Customers will dhow their interest in company's service by following social
media page or account of the respective organisation. Desire – At this phase, the informative and shorts videos posted by the Enterprise
Cars will get attention of the customer and engaged them.
 Action – Enterprise Cars will connect with the customer be messaging over
Instagram.
Communication 3: Twitter
This platform has an ability to help the company in directing more traffic to their
website and also improve brand awareness. Along with this, it also creates personal
relationship with the customers (Kennedy, Kunkel and Funk, 2021). Awareness – Enterprise Cars will post over the Twitter account in order to engage
the customers. Interest – In this, customer will show their interest or curiosity by re-posting the
content or post of Enterprise Cars. Desire – Customer desires of Enterprise Car's services will ask to other customers to
present over twitter.
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 Action – Customer will comment positively in order to recognise the Enterprise Car's
services.
Communication 4: YouTube
Strategy of the You Tube include creating videos & uploading them on this channel to
promote a product or brand to gain more exposure (McLean, Madden and Pressgrove, 2021). Awareness – Enterprise Cars will upload its video on You Tube channel so that
customer gets information about this. Interest – Customers will comment on company's video and show their interest
towards its services. Desire – Customers will be in touch with the Enterprise Cars’ update by subscribing
its channel on You tube.
 Action – Customers will visit on Enterprise Cars’ you tube channel to watch its videos
about its services.
Communication 5: Website
It is best platform for the social media marketing. It allows the companies to follow
their customer’s activities & potential buyers. It also helps them to be more informed about
their target audience (Shehab, 2022). Awareness – Enterprise Cars has created its own website on which it creates an
awareness among the customers. Interest – Information provided by the respective organisation on website will engage
gain customer's interest towards company. Desire – Enterprise Cars will use the pop-up notification in order to make a
connection with the customers.
 Action – Over company's website, Enterprise Cars has shared its email address and
contact number as well so that customer can use it.
Reflection on Campaign
In this report, after having a deep analysis or investigation, I have figured out that
nowadays, mostly customers are engaged on the social media. Due to this, all most
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organisations have started to promote their product or services via online. Therefore,
Enterprise Cars has also decided to undertake the social media platforms. After analysing
everything, Enterprise Cars has decided to start an online campaign plan with the motive to
establish a positive image of its services in customer's mind. Another major, reason behind
this campaign plan is to enhance the brand value of respective organisation. Apart from this,
Enterprise Cars want to increase its market capitalization through this marketing campaign.
Therefore, being a marketing manager, I have decided to use different social media platforms
such as You Tube, Website, Twitter, Instagram and Facebook so that the campaign can be
conducted efficiently.
By creating an attract vie and creative content, company can increase the customer
engagement (Slay and et. al., 2021). Hence respective organisation need to make some extra
efforts to attain this purpose. Along with this, advanced technology of the artificial
intelligence is helpful for the Enterprise Cars when showcasing its content to customers as
per their choice. In this, with the help of feature of pop-up notification, Enterprise Cars can
keeps remind its customers that they should use the services provided by respective company.
When it comes about the offline advertising, then it requires a high cost. It will also restrict
the Enterprise Cars to track that how many of its customer have watched their advertisement.
But through social media platforms, company can monitor the customer's activities and
actions. On social media platforms, there are various featured through which, Enterprise Cars
can evaluate and monitors the customer's track in term of their visits time & watch time.
Utilization of the digital technology require a great knowledge (Stein and Benoit, 2021). But
once individual or organisation become aware about this skill, then they can grab a lot of the
opportunity that will be helpful for them in succeeding their business. It is because by thus,
they will get competitive edge by being innovative and creative. Along with this, it also
requires less time to reach the customers within shorter time period as only one click have
high frequency that help in reaching a wide audience. Thus, Enterprise Cars’ decision of
using the digital platforms for its marketing campaign plan is very effective idea.
I have analysed that there are various multinational organisations that uses digital
marketing toll in order to promote their product or services because it make it easy for them
to understand the customer's buying pattern clearly. I have identified that companies like
Tesco also making use of the social media platforms or other digital tools. It helps them in
delivering the information to their customers regarding any upgradation or changes made by
them (Varela-Neira, Dwivedi and Camoiras-Rodriguez, 2022). Along with this, whenever
they launch introduce any new service or launches new product they through the social media
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platforms, customers get aware about it. For instance, recently this company has introduced a
new facility in which it provides the product available at door steps & company had shared
this information through the social media channels. Therefore, the customers who find it
quite difficult to use the app, company had provided some tutorial videos on social media that
help the customer in getting significant information regarding it.
Similarly, Marks and Spencer is another example that use social media in order to
promote its brand. Respective company has its own website through which customers can
make purchase. By adopting the social media marketing, M&S has prepared shorts video of
clothes offered by then & also post it on different social media platform. It makes the
customer engaged & will constantly involve in the purchasing from respective organisation.
Its shorts videos are creative enough to attract customer's attention.
Therefore, from the above analysis, it can be concluded that sales of the Enterprise
Cars can be boost rapidly through utilisation of the social media marketing as it will also help
the organisation in conducting their marketing campaign effectively. When company has
shared its creative content, then customers get engaged quickly because such kind of content
and post are very popular these days. Apart from this, customer also feel connected wen
organisation has live videos because they are being to touch with such videos. It is suggested
to the respective organisation that its content should be informative which develop an interest
among the customers & they get ready to make a purchase its services even at high price.
Beside it, company's content should consist of all the significant information that satisfy the
customer to make its consumption (Venkatesan and et. al., 2021). It has been identified that
social media marketing has a high frequency of making the customer engaged as only one
click makes it possible to spread the information among a large audience. Thus, it is very
beneficial for the Enterprise Cars to use online promotional methods as it will save their cost
and time as well.
Therefore, by all the above mentioned analysis, I have understood that how social media
platform is effective for the organisations and help them in growing their business. By this, I
become aware about utilisation of the digital technology that is very useful for me being a
manager in organisation. Beside it, this analysis gives an overview that how Enterprise Cars
can conduct its campaign plan via online in such a manner more and more customer can
connected with its services. Hence, this analysis represents major role of the digital
technology when conducting the marketing campaign and give a clear understanding about
utilisation of the digital technology.
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Thus, by the above analysis I have identified that Facebook will be most effective
social media platforms for the Enterprise Cars to conduct its marketing plan more effectively
and successfully. It’s because mostly individuals are engaged on this channel and always they
create new accounts. Due to this, it is very popular site for the organisations and Enterprise
Cars as well.
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Conclusion
From the above report, it has been concluded that social media is really significant
and convenient method of communication and promotion of services or product. This report
has discussed how different platforms of the social media help the organisation in promoting
their product and conducting any campaign plan successfully. Therefore, it has been
identified that utilisation of the social media channel is every cost effective and time saving
as it does not involve any big expense. Only one click spread the information and message to
large audience within short time period. On the other hand, it has been also identified that for
some people it is difficult to use social media as it requires an adequate knowledge to operate
digital tools. Therefore, it is suggested to every individual to learn how to use social media.
Along with this, the organisations also recommended to provide an effective training to their
employees so that they can work with latest technology and other tools. It will help the
organisation in attaining their objectives in most effective and efficient manner.
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