Digital Marketing Communications Campaign Portfolio and Reflective Summary for 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 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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