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

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