Contemporary Issues in Marketing: A Campaign Plan with Digital Marketing Tools

This report discusses contemporary issues in marketing and how to create a successful campaign plan using digital marketing tools. It includes a campaign plan, communication strategies for Facebook, Instagram, Twitter, YouTube, and website, and measurement of success using KPIs. The report also reflects on the importance and application of digital marketing tools in contemporary marketing.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
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Contents

Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
Contemporary issue in marketing is a comprehensive, cutting edge resources and up
to date that present logical understanding of the topical issue in marketing. Digital marketing
is one of the best marketing tool which help organizations to attract new customers and create
brand awareness. In simple words contemporary issue are opportunities and problems that are
suitable to the present day life and politics (Puthussery., 2020). This report includes a
campaign objectives and then this report will also discuss some Key performance indicator
for measuring the success of the campaign. This report also involve a marketing campaign
plan so it provides direction, encourage innovative ideas and reduce risks. This also elaborate
how Facebook, Instagram, twitter, YouTube and website help to attract new customers with
the AIDA model. Moreover, this report also discuss the application and important of digital
marketing tool in the contemporary marketing. And, report will also involve some real
example to relate how integrated digital marketing tools helps company to attract customers
and their respond.
Campaign objectives
The objective of marketing campaign is to obtain new customers, increase sales,
increase brand awareness, strengthen relationship with the current client and customers and
improve retention. By the use of digital communication company can achieve these objective
(Negoiţă., and et.al., 2018). The object must be SMART so are objective is to attract
customers so it is specific, and easily measurable by the indicators, objective is attainable and
realistic and can be achievable on time.
Measurement of success
To measure the success of campaign company can use KPI such as return on
investment, traffic sources, overall site traffic, mobile traffic, cost per lead, average time
spend per visit and cost per win etc. By return in investment company can measure the sales
revenue of a campaign brining on money spent this is best KPI to measure the success of
market campaigns because it measures the standard of leads that these campaign generate.
Cost per win KPI measure the expenses of each sales and cost per lead KPI helps in measures
the cost-effectiveness of the marketing campaign. Overall site traffic set up a base line to
adding new components to company marketing efforts. More than half of the digital traffic
online comes from the mobile devices and by mobile application. Because of trends,
understand how many customers or users access company site by mobile each month should

attention demand.
Campaign plan
The objective of marketing campaign is use digital media tools to promote products
and services then the target audience for this campaign are youth and people with the age
group of 20-50 year old. By the use of digital marketing tools such as Facebook, YouTube,
Instagram etc. company promote and market their products and services (Bala, and Verma.,
2018). Email marketing is the most effective and tried and tested digital channel obtainable to
the modern companies. Email marketing help company to get touch with their customers. By
the use of KPI managers can measure the success of campaign and if the performance is not
match with the standard one than take corrective action on it. Promotion mix is important
because it improves the effectiveness of the promotional campaigns. Promotion is the
important part of every company, so they develop a promotion mix by putting efforts to
create promotion at the right time, at the right place and to the targeted audience.
Communication 1: Facebook
Facebook is a free marketing tools for companies. This pages let organizations
identify themselves not only by listing the product offerings and the services, but also
through sharing images, links and post on the customizable page to provide a good sense of
businesses character and personality. AIDA model in marketing, by Facebook company
attract the attention of the customers (Pashootanizadeh, and Khalilian., 2018). Once the
customer is aware about the existing products and services the company can work on
increasing the customers interest level. After customers is interested in the company products
and services then objective is to make them desire of it, convenience their mind from I like it
to the want it. Action- the ultimate objective is to driving force the receiver of the market
campaign to take action and purchase products and services. Facebook's advertisement helps
company to get more customers because this plate form is use by the younger as well as mid
age people. Facebook's content can lead to increase brand awareness and fans. It is very easy
to promote company post so more and more people see in news feed and it has minimum
cost. Facebook's ads formats, measurable capabilities and target options align easily with the
marketing strategies (Lupa-Wójcik., 2020).
Communication 2: Instagram

Instagram is popular social media platform which can serve as valuable business
marketing tools. By making a business account on the Instagram, and then use live videos,
hashtags and photos to market organization business. By using Instagram business can boost
their sales, track and build customers engagement and drive brand awareness. This social
media platform is visual in nature. Instagram main purpose is to allow users to share videos
and image with their audience (Raj, and Avinash., 2020). By Instagram company can build
good customer relationships, as modern customers are spoiled, and they demand lot of
attention from the business and brand. Of company make them satisfy then they engage in
online communication through asking questions, posting quality content, answering
comments and acknowledge company's customers Instagram efforts. Such practise will help
company to build a long term relationship with their fans and turn them into the loyal
customers or brand advocates. Instagram also permit organization to target 3 types of
audiences by its native advertisement:
 Core audiences: Here company can display their advertising to users chosen through
location, interests, age, gender and any other demographic feature.
 Look a like audience: There is option of targeting customers who are look like
company existing customers.
 Custom audience: A Instagram gives business the chance to target people who are
already have some sort of bind with the company brand by the email, social media
etc.
Communication 3: Twitter
Twitter is free to use, it has hosted of marketing tools to help company to improve
their campaigns. Twitter is highly effective for the establishing brand personality and
company growing awareness. It helps business to share information quickly and easily start
conversation with the target audience. Twitter deliver customer support and can gather
feedback, this platform makes customers easy to reach out to the brand and provide their
reviews, feedback or ask for help. With the easy use if conversation among customers and
brands, one of the important benefits of using this platform is for cultivating and building
business brand community. Twitter is growing faster. It provides a good opportunity for the
company to look for a potential customer. This not only offers company a chance to discover
new customers but also help them to connect with the existing users or customers. Using
twitter profile, brands can interact with the customers to find brand positioning in an existing
customers and then resolve customers problem. Twitter increase brand awareness. Twitter

permit company to connect with new customers or user with their potential ads. Organization
can select demographic and start ads to get new audiences by using business twitter business
profile. Business use twitter to monitor that what users are talking about the brand online and
if there is negative comment or reaction from the customers then company can resolve it
quickly so the situation is handled in right way. The aim of twitter as a social network is to
promote open communication and access to connect easily with the fellow community
members or customers present on a social network (Dimitrova, and Sin., 2018).
Communication 4: YouTube
This is a video sharing platform that rule market, which also provide option like live
streaming, playlists and user comments and feedback. YouTube is 2nd biggest search engine
across the world. This reaches more to 18 to 49 years old on mobile that cable TV networks
or channel and on UK this reaches more in 18 to 34 year old people than any TV network.
This not only allow business to gain more exposure by video marketing, but platform also
helps to connect businesses with their current and potential customers vie video comments
(Tiago, and et.al., 2019). There is no such time to apply YouTube as marketing tools to build
string authority, market search and trust than right now. Company can use this platform to
generate more referral traffic. For example, many you-tubers promote company's product for
their income so business can adopt this as a strategy to expand their reach in the market and
improve their sales. Because people can influence by the reviews and comment, so they
easily influence to purchase a company products and services. For example, a you-tuber
promote Amazon by sharing their experience so the user are attracted and derive their need to
purchase the product.
Communication 5: Website
Website is very helpful to promote company products and services and also helps in
attracting new customers. Blog with the useful content shows company customers and
audience that they are trusted souces. Blog is the informal articles which is written for the
purpose of showing content expertise and leadership on topic (Ganev., 2018). There are many
ways to generate fresh and good content on a website and offer a catalyst for social media
promotion, email marketing to drive the search traffic to company website. Blogging permit
company to share information about a business and its produce and services but it also
permits them to share their thoughts and opinion in certain topics. A well design website can

attract new customers, so it is very important for company to make website unique and
attractive. Company can use product image, feedback good colour combination to attract their
target customers.
AIDA model stand for Attention, interest, desire and action model. Attention; this is
the first step in the advertising and marketing is to attract the attention of the customers
(Ullal, and Hawaldar., 2018). This model helps company to rank their communication based
and marketing activities on different touchpoints customers mights get to experience a brand.
It can be done by many ways such as an intensely targeted message, place advertisement in
an unexpected locations and situation and create shocks in an ads by provocative imagery.
Interest when customers are aware about the brand know company must work on improving
or increasing customers interest level. Desire when the customer is interested in the company
product then company focus on the customer desire, so they take action and purchase a
product. Instagram is useful to attract new customers because Instagram is by more than one
billion users so it can be advantage if 20- 30 % people are seen company advertisement and
reach to the brand then it is good for the company (Appel., and et.al., 2020). By this channel
company can know about the customers like and dislike and get data which help company to
offer accordingly. This platform help in drive website traffic and also in reach new audiences.
Reflection on Campaign
Briefly discuss the importance and application of digital marketing tools in contemporary
marketing
Digital marketing is also known as online marketing and it is the process of promoting the
brands for connecting with the potential customers by the help of internet and other resources
of communication like social media, emails, messages, videos and many more. Digital
marketing is one of the best approach that has been used by the companies in the current
scenario. Any market campaign if uses the concept of digital communication than it is known
as digital marketing. There are many types of digital marketing that can be used in the digital
marketing is content marketing, search engine marketing, display advertising, mobile
marketing , social media marketing , influencer marketing and many more.Digital marketing
is very important in the contemporary marketing because helps in connecting the business
with the customers (MANUCHARYAN, 2021). This also helps in connecting the customers
with the business when they are available on Google by SEO and PPC, also on social media
by the help of social media marketing.it is important because it provides many benefits to the

customers as well as to the organization like affordability as digital marketing is quite less
expensive as compared with the other marketing strategies used in the contemporary market,
it provides flexibility of testing and halting the poorly performing campaigns in the real
world, it provides a facility of mobile access, it helps in expanding the business by the help of
brand promotion by putting shopping ads and brand awareness campaigns.it provides an
opportunity for incorporating multiple types of media into your marketing.by the help of
digital marketing one can track the customer’s purchase journey, provides the ability of
speaking with the customers on the topics related to the product and services the company is
offering(Kotane, Znotina, and Hushko,2019).
Similarly there are many applications of digital marketing tools. For using the concept of
digital marketing in the organization there are many tools available in the market for
enhancing the use of digital marketing and also many applications of using those tools. The
first one is social media marketing tools. This is one of the best approach for using the digital
marketing in promoting the products and also for brand awareness among the customers.
There are many platforms one can use in this like Sprout social, loomly, Audiense. The next
tool required in digital marketing is email marketing tools helps in providing promotional
emails as per their search history or purchase history. This is one of the most scalable
marketing channel available for the companies. This include hub spot, send grid, lemlist,
moose end and other many platforms for the email marketing.one of the best and most
efficient approach is SEO (search engine optimization) and this includes many platform for
the search optimization like ahrefs, clearscope,SEMrush. All these tools for the digital
marketing helps in making the concept of promoting the brands more effective (Schaefer, and
Hetman, 2019). This increase the overall productivity and growth of the company. The
company also starts getting a good reputation by the help of brand awareness and promotions
or advertisements.
How effective the integrated digital marketing tools you have chosen would be at persuading
the customer to respond and why.
In today’s environment almost every company is using the concept of digital marketing for
promoting their brand.it is the must have strategy that have been used by the companies for
getting successful in the contemporary world. Many companies use social media platforms
for promotions and advertisements like they promote their products and services on social
media like Facebook, instagram, twitter and many more. Mobile access is the utmost thing
which is done by each and every individual so by providing promotional videos and messages
will be beneficial for the organization. There are many examples of the companies which are
using the concept of digital marketing in expanding their business and also for promotional

activities.one of the very well-known company is using the concept of digital marketing
which is “American express”. This company is using digital marketing and building the
authority. For building an authority writing great content about the specific product is the best
strategy that is used by the American express company. Whenever a brand is recognized as
an authority than the customers started trusting the brands and the products and go for buying
the product after reading the reliable information that has been provided on the content by the
company. The aim of the company is to provide relevant information like the financial news,
tips for marketing, trends for businesses, sales, productivity and cash flow about the products
and services about the products and services the company is offering. This increases the
overall sales and productivity of the company. The company AMEX started a content
marketing campaign for promoting their brand and launched a site which is called open
forum and now Trends and Insights (Ikramuddin, and et.al, 2021.).
A content marketing strategy can be achieved by individually in the house but later the
company decides to go after the leaders of the company and well-known names for
contributing their lessons and insights. Digital marketing is also beneficial for the customers
as well as it provides a review and feedback of the products and help the customers in
knowing the product and services in a more effective manner. Digital marketing supports the
customers by updating and this also keeps the consumers current. They are more aware about
the trending products and services by the help of promotional videos and messages or emails
that have been sent by the companies for brand awareness. Digital marketing also provide
quick service and easy convenience to their customers. This also helps in building a good
relationship as internet marketing helps in building trust with the audience. Digital marketing
provides 24*7 access to their customers. They can see their content, messages, and emails at
any time and can purchase the product anytime and anywhere (Hanlon, 2021). It provides a
facility of comparison shopping as well provide many options to the customers.
Conclusion
From the above report it concluded that the digital marketing channels are very
important to promote company products and services. This report includes a campaign
objective that is by the use of digital platform company can promote their brand awareness
and attract new customers. And also includes some KPI to measure the success such as ROI,
mobile traffic, cost per lead, overall site traffic, average time spend per visit and cost per win
etc. This report has a campaign plan and this report also illustrated about the different social
media platform such as Facebook, twitter, website, YouTube and Instagram to promote

company products and attract new customers. Moreover, this report includes reflection in
application and importance of digital marketing tools in thecontemporary marketing. And,
above report also discuss the concept of AIDA model that is Attention, Interest, Desire,
Action and have suggestion that which platform is more useful. This report also discus some
example of the company, and how effective these digital marketing tools have impact on
customers.

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