Contemporary Issues in Marketing: Implementation of Promotional Mix with Digital Communication Channels

This report discusses the implementation of the promotional mix with digital communication channels in contemporary marketing. It focuses on Adidas and its shoes collection. The report covers the importance of digital marketing tools and the AIDA model plan. It also provides insights on how digital marketing influences customers.

Contemporary Issues in
Marketing
Table of Contents

INTRODUCTION.....................................................................................................................................3
TASK..........................................................................................................................................................4
Implementation of the Promotional mix with the available digital communication channels,
including social media, submit 5 examples of digital communications that show understanding of
the digital marketing tools to achieve objectives.................................................................................4
Utilize the AIDA model to plan the 5 pieces of communication and you should suggest what you
feel are appropriate channels................................................................................................................5
As part of your portfolio, you are required to provide a summary reflection..................................6
CONCLUSION..........................................................................................................................................8
REFRENCES.............................................................................................................................................9
INTRODUCTION
Contemporary issues is describes as the issues in the business that are currently affecting
people, places and the businesses. The context of marketing there are multiple issues that
affecting business working and its policies. Some of the contemporary marketing issues that are
faced by the businesses are unable to implement the strategy into the execution, unable to cope
up with the technology, inability of the raw materials from the suppliers, fear of the rigidity and
many more. Marketing is based on the customers and implementation of the theories of customer
orientation is very much needed. This report is being made in the context of shoes company
which is Adidas. It’s a German based multinational company having its head quarter in
Herzogenaurach, Bavaria(Bismo and Putra, 2019). The aim of this report is to highlight the
importance of the promotional mix with the importance od the digital communications. There is
implementation of the AIDA model plan in context of Adidas and the reflection of importance of
digital marketing tool in contemporary marketing.
TASK
Implementation of the Promotional mix with the available digital communication
channels, including social media, submit 5 examples of digital communications that show
understanding of the digital marketing tools to achieve objectives.
Promotional mix is the marketing strategy that implemented in the business with the use of
the marketing tools that are product, place, price and the promotions(Soltius Indonesia 2019 ).

Digital communications are very much effective and using promotional mix with the digital
communication are impacted majorly in the business, the implementation are discussed below:
 Product- It is defined as the which type of product is company is making for selling. In
the context of Adidas, they are selling shoes. In order to make public aware about the
new shoes collection they should communicate with effective advertising which is non
personal form of communication but covers mass area.
 Place- It is defies as the at which place business use their promotional strategy. In the
context of the Adidas, they should use digital platform in order to do marketing(Deiss
and Henneberry, 2020). There are many channels of communication such as making
advertising, social media marketing and many more.
 Price- It is describe as what price business will sell their product to the public that make
balance between business expense and the customer willingness to pay. In the context of
Adidas, they have to decided the price in accordance to the brand value and with the
analysis of the others competitors.
 Promotions- It is describes as which strategy business will use to make public aware
about the company’s product. In the context of the Adidas, they should use digital
platform in order to inform public about the new shoes collection.
There are many ways through which company can make communication through digital
media, that are discussed below:
 Social media posts- Social media promotes company to share their Shoes collection with
the different ranges and display their content in order to influence the particular brand
and the product that are shoes(Hanlon, 2019). With the help of creative posts company
can make influence to the public.
 Blog articles- Promoting product and the services with the detail information through the
blog articles helps company to make public aware about the shoes. They should start
promoting shoes with the articles that were written in the context of new shoes
collection.
 Mock-up web pages- Adidas can make use of static visual model or the websites to make
communications with the public and influence them to buy shoes.

 Email- It is formal ways to personally inform people about the new ranges of the Adidas
shoes. It can in written form with the pictures that attract customers to buy product.
 Through videos- This is the effective to way to make communication as it make Adidas
to show range of shoes with the message that company want to communicate with the
customers.
Utilize the AIDA model to plan the 5 pieces of communication and you should suggest
what you feel are appropriate channels.
AIDA model is the framework that is use to make communication to the public through
various strategy of marketing. In this model there are 4 stages that comprises company’s efforts
to make public aware about the product ad services(Kapoor and Kapoor, 2021). In the context of
Adidas, they should use following stage in the following ways to make public aware about the
new range of shoes that are discussed below:
 Awareness/ Attention- It is describes as the make the public inform about the existence
of the particular product in the market. This can be in the following ways , such as
through image, celebrity influencing , different layout, model and many more. In the
context of the Adidas, they should make public aware by making advertisement in the
social media by differed posts, making reels and videos that feature the shoes and its
features, by influencing through celebrities and many more.
 Interest- This stage consists grabbing the attention as it is necessary to build interest in
the people and influence them(Konks, Krasnov. and Sumarokova, 2021). Creating
image in the viewers mind making more advertising and use of interactive strategy. In the
context of the Adidas , they increase interest of the customers by making public aware
about the durability of the product and how much stylish it is looking.
 Desire- It is describes as the desire created in the customer by making them release about
the important of purchasing the particular product and hoe it make impact in their lives. It
can be explain through different facts, figures and the image of the brands. In the context
Adidas , they have to explain the use of the shoes and how it protect feet and give
comfort to the customers.
 Action- This is the las stage of this model which states that how viewers take action
immediately to make quick purchase. In the context Adidas , they should make their

website effective in order to make purchase of the shoes easy and flexible. Making them
influence to the extent that make them purchase the shoes immediately.
There are many channels through which Adidas can connect to the people such as emails, instant
messaging platforms, phone calls, social media posts, documents and many more. These
channels helps organization to reach to the customer and make them influence to make purchase
in the company’s products.
As part of your portfolio, you are required to provide a summary reflection.
From the analysis that has been made through the Adidas company in order to sell shoes to
the public. I evaluated that hoe much digital marketing is contributing in generating the profits
and success for the organization. From my point of view importance of the implementation of the
digital marketing tools in the contemporary marketing is very much as it connects the business
with the potential customers when they are online(Pandey, Nayal and Rathore, 2020). It can be
analyze that digital marketing tools are making the promotion and marketing easy and
convenient for the organizations. There are several points that I discovered in the process which
make marketing effective and easy that are discussed below:
 Affordability- I analyzed that digital market is less expensive in comparison to another
tool of marketing. And its price varies from the type of promotion business wants to do
and how much a business needs to spend.
 Mobile access- From my point of view nearly 80% of people in the UK uses mobile
phones for the different activities. Digital marketing can reach to the people with no time.
There are wide range of apps that a person can use in marketing such as email, ads, text
marketing and social media.
 Generate flexibility- From my experience I analyzed that there are different forms of high
quality of digital marketing that a business can use. There are wide ranges of options to
utilize in order to make promotions of goods and services. There is flexibility of testing
and stopping the po performing campaign and ads on the platform.
 Expansion- Most of the consumers are highly depend on the online shopping mode.
Digital marketing provides help to make appeal to these people and expand the reach of
the Adidas company. It helps in boosting sales and generation of the profits.

 Multimedia- I evaluated that businesses that engage in more marketing materials are
making greater impact on the customers. There are various types of factors that provide
content and information to the customers that are photo, video clips ,audios ad may
more.
 More interactivity- Digital marketing makes a communication more easy and flexible as
it directly connects the customers who sees or buys a company’s product through
comments, reviews and posts. This makes customers feel that a business is concern with
the customer’s point of view and make them feel respected and valued.
 Tracking- With the helps in the communicating process it also helps business to track the
customer’s activity and in the process of monitoring business understands the what type
of content are liked by customers. This allows the organization to make different strategy
in context of consumers.
With the different digital marketing tools the communication process between the company and
the customers but it also helps the businesses to influence customer to make purchase as it make
customer feel the need of the particular product by watching others using it(Sharma, Sharma and
Chaudhary, 2020)... There are different ways by which digital marketing is influencing or
persuade customers , some of them are discussed below:
 Builds customers and organization loyalty by frequent communication- Digital marketing
make the communication process easy which generates the trust among the buyer and the
seller, and as a result customers purchase multiple products at a time .It establish the trust
and loyalty among the buyer and seller through social media engagement, personalized
emails and offers, and by connecting frequently with the customers.
 Make changes in accordance to the customers- Digital marketing helps in generating
people outlook on the particular product and company make changes in accordance to
that, which makes customers feels valued and they make purchase as per their choices. It
helps in engaging customers at every stage of buying and understand their needs and
wants. These tools provides directions so that they make decision in the process of
purchasing.
 Target right audience- Digital marketing helps the Adidas company to target right
audience who are actually interested in buying products and who seriously needed the

company’s product. It allows to target and analysis the activity of the customer through
demographic information. Businesses can target customers with the content and various
offers based on what stage the are on their buying journey.
CONCLUSION
From the above report it is concluded that digital marketing and the tools of the digital
marketing are very much helpful for the organization in order to target right customer at the right
time. This report covers the Adidas company and the product is shoes. In this report it includes
the marketing promotional mix with the digital communication modes that helps in better
understanding of digital marketing tool. With that it contained the activities that Adidas use to
attract customers. It also includes the AIDA model with the reflection on digital marketing tools
in marketing and how it influences customers.
REFRENCES
Bismo, A. and Putra, S., 2019, August. Application of Digital Marketing (social media and email
marketing) and its Impact on Customer Engagement in Purchase Intention: a case study at PT.
Soltius Indonesia. In 2019 International Conference on Information Management and
Technology (ICIMTech) (Vol. 1, pp. 109-114). IEEE.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Kapoor, R. and Kapoor, K., 2021. The transition from traditional to digital marketing: a study of
the evolution of e-marketing in the Indian hotel industry. Worldwide Hospitality and Tourism
Themes, 13(2), pp.199-213.

Konks, V.Y., Krasnov, E.V. and Sumarokova, E.V., 2021. Digital Marketing and Sales
Technologies: Dealership Marketing Management. In Socio-economic Systems: Paradigms for
the Future (pp. 451-463). Springer, Cham.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business & Industrial
Marketing.
Sharma, A., Sharma, S. and Chaudhary, M., 2020. Are small travel agencies ready for digital
marketing? Views of travel agency managers. Tourism Management, 79, p.104078.