Contemporary Issues in Marketing: Practical Skills Assessment Portfolio

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
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Contents
Contents
Introduction ...............................................................................................................................3
Campaign objectives ................................................................................................................3
Measurement of success.............................................................................................................4
Campaign plan ...........................................................................................................................5
Communication 1: Facebook .....................................................................................................5
Communication 2: Instagram.....................................................................................................6
Communication 3: Twitter ........................................................................................................6
Communication 4: YouTube .....................................................................................................6
Communication 5: Website ......................................................................................................7
Reflection on Campaign ............................................................................................................7
Conclusion..................................................................................................................................9
References ...............................................................................................................................10

Introduction
Contemporary issues in marketing is concerned with four aspects that are
change in technology, change in customers’ expectations, brand value and social
media (Bala and Verma, 2018). All these aspects have great impact on the
operations, sales and revenue of the company. Digital marketing tools plays most
important role to increase the customers’ engagement towards a brand in the global
dynamic world. For the practical skill portfolio, chosen company is Virgin
Atlantic Airlines that is part of Virgin Group Ltd. The company offers passengers with
checked baggage, beverages and comforts, flight entertainment and meals in ticket
price. Present skill portfolio is built on a product of the company that is “VEX” that
offers speed and efficiency to its people. It is express courier service of Virgin
Atlantic Airline for all urgent shipments that are under 32 kg per piece.
The assessment demonstrates small integrated marketing communications
campaign for promoting the product of the company with 5 pieces of communication.
It also includes summary reflection that includes importance along with application of
digital marketing tools within contemporary marketing and effectiveness of integrated
digital marketing tools to persuade customers for responding and reason behind it.
Campaign objectives
Making attempts for marketing communications campaign without any
objective is similar to making efforts for preparing vacations without having
knowledge of destination (Hanlon, 2021). In context to marketing communications
campaign for promoting VEX of Virgin Atlantic Airlines, mentioned below are
campaign objectives framed by managers of the company:
 Increasing brand awareness: To enhance social media impressions among
potential and prospective target audience by 25% towards VEX within two
weeks.
 Improving market size: To enhance market share through decreasing
customer churn by 20% in three weeks.
 Increase organisational profits: To reduce paid ads on social media by 30%
along with boost existing search engine marketing efforts with approximate of
3 weekly blog posts in four weeks.
 Optimise funnel: To enhance conversion rates by 10% in three weeks of
time through improving remarketing efforts on middle of funnel prospects.

 Increase sales volume: To increase sales volume of VEX by 23% by
enhancing website traffic within four weeks of period.
Measurement of success
Digital marketing campaign is one of biggest investment of a business, it is
key to measure the success (Rossiter, Percy and Bergkvist, 2018). Marketing
department of Virgin Atlantic Airlines measure the success for confirming whether
the campaign or initiative has hit overall objectives, to gain deeper insights into
customers as well as behavior for feeding in future campaigns or initiatives. In
context to digital marketing campaign for promoting VEX, the marketing team of
Virgin Atlantic Airlines can use following metrics:
 Organic search traffic: It is the metric through which visitors which
land on organisational website from some unpaid sources, essentially free
traffic is determined. When the content of digital marketing campaign is
successful in boosting search ranking, the number rises over time. With
organic search traffic, marketers can measure success of the digital
marketing campaign of Virgin Atlantic Airline through measuring how likely
the site is to rank highly in search engines as well as produce targeted
content that assist in ranking for particular keywords.
 Behaviour flow: It is a tool of measuring success so to understand
traffic patterns for the campaign (Stoychev, Dimitrova and Desev, 2019).
Marketing managers of Virgin Atlantic Airline can measure success for
digital marketing campaign through analysing behaviour flow that is
visualisation of average user path throughout the site. The metrics helps in
identification of the how effectively the company is at keeping its users on
site as well as what drop off points can be corrected for improving user
retention.
 Online and offline sales: Success of digital marketing campaign to
promote VEX of Virgin Atlantic Airline can be measured through online and
offline sales of the product. Online sale is simplest conversion to gauge
success. While, there are various customers who likely to visit
organisational store and devise purchase decisions that is offline sales.
Through looking towards improvements in online and offline sales,