AIDA Model & Digital Communication: Contemporary Marketing Issues

This report delves into contemporary marketing issues, utilizing the AIDA model to analyze a digital marketing communication campaign for Enterprise Rent-A-Car. It examines the application of promotional mix strategies and the use of various digital communication channels, including Facebook, Instagram, Twitter, and YouTube, to enhance brand awareness and customer engagement. The campaign objectives focus on generating leads, improving customer service, and optimizing digital marketing efforts. Key performance indicators (KPIs) such as fleet organization, customer satisfaction, revenue, and fleet-to-rental ratio are identified for measuring success. The report reflects on the importance of understanding the target audience and leveraging appropriate communication tools to achieve campaign goals, emphasizing the necessity of market analysis for effective marketing strategies. Desklib provides access to similar marketing assignments and resources.

Contemporary Issues In
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
AIDA Model ..............................................................................................................................3
Campaign objectives ..................................................................................................................3
Measurement of Success: ...........................................................................................................4
Campaign plan............................................................................................................................4
Communication 2: Instagram-.....................................................................................................5
Communication 3: Twitter..........................................................................................................5
Communication 4: You Tube......................................................................................................5
Reflection on campaign ..............................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Contemporary issues are those issues which is currently affecting places, people and
which are remain unresolved. Within marketing, contemporary issues basically provides the
innovative approach to learning about the main marketing concepts which is based on the
collaboration with week of marketing. In the present report, Enterprise Cars is taken into
consideration(Länsipuro and Karjaluoto., 2021). Enterprise Rent-A-Car is an American rental car
agency which is headquartered in Clayton, Missouriin the Greater St Louis. The present report
will cover discussion about the practical skills portfolio which demonstrate the small integrated
digital marketing communication campaign in order to promote the product and service. In
addition to this, the report will cover analysis about the understanding of promotional mix and
also with the availability of digital communication channels which include social media.
Moreover, the report will cover discussion about the digital communication along with examples
with deeper understanding of digital marketing tools with support of Enterprise Cars.
MAIN BODY
AIDA Model
AIDA is a model which breaks down into the steps which has been required for
marketing into successful terms which include attention, interest,desire and action as well. The
concept of AIDA was basically developed by the American Business Elias St Elmo Lewis in the
year of 1898. During these stages, the content will attract the attention of the brand and also
generate interest in the product and service which stimulates the desire for it. It is the marketing
model which act as a corner stone of modern marketing. It is one of the class model which is
known as the hierarchy of effects models which implies that consumers move through the series
of steps or stages when they make decisions of purchase.
Campaign objectives
The main objective of the campaign is to generate more leads by increasing the number
of customers on a larger scale (Manoli., 2018). It is important for Rent-A-Car, to increase the
number of customers for themselves so that they can increase the revenue for their company into
positive terms. The other objectives for the campaign of this company is to provide qualitative
and excellent customer services.

They can also enhance the digital marketing efforts into result oriented terms. So these
are the main objectives of this campaign which the company has followed in order to achieve
success on a larger scale.
Measurement of Success:
For measuring the success, it is very important that goals need to be set by the Rent-A-Car
company but all goals can't be created into equal terms. It is very necessary to take the time to
outline the SMART goals( Specific, Measurable, Achievable, Relevant and time bound goals). It
will basically provide with the foundation which needs to measure the effectiveness of the
project(Phillips and Moutinho., 2018). It has been observed that there is no single approach in
order to measure success. For instance, the website project will yield different opportunities in
order to measure success such as site traffic metrics than the photography request. In context to
Enterprise Rent -A-Car, it has been observed that they can measure the success through four KPI
indicators. It includes well organised fleet, customer satisfaction, revenue and ratio of the fleet to
rental.
Campaign plan
According to the campaign plan, the main goal of the campaign is to attract large number
of customers for renting the cars on a larger scale. It is important to evaluate the climate of
campaign into appropriate terms. It is important for the company to reach out to the desired
number of confirmed business partners. It is important to choose the specific influence strategy
and these business parts basically include voters, business partners and public officials. These are
the people who can activate and want to reach in order to help the initiative gain
momentum(Shet., 2020). At the end, it is important to create the message for an impact. This
message can be “Why Worry when Rent -A- Car” is here. In this manner, campaign plan has
been produced into effective terms.
Communication 1: Facebook-
It is one of the best way of communication in order to communicate about the campaign
which has been designed in order to attract large number of customers. Social media platform is
the best medium to reach towards different kind of people in this open competitive market.
Facebook is also the best option because it is cheaper in terms of rate and the target options are
also very precise as compared to others. Here, the target people can be previous customers,

website visitors and particular demographics. In this manner, for Rent-A-Car enterprise,
Facebook is the best option from the perspective of communication.
Communication 2: Instagram-
In this digital world, Instagram is one of the best option in order to communicate
effectively to large number of audience. Instagram plays a very significant role in terms of
raising the brand awareness. There are many users who have confess that this network supports
in terms of discovering new parameters as well. It has been observed in today's period of time,
that people have more trust on those brands which have been presented on Instagram (Tonkova.,
2019). In context to Enterprise Rent-A-Car is the best option in order to get large number of
customers and increases the brand awareness into positive terms. This is the best way where
Instagram plays a very significant role in terms of spreading information on a larger scale.
Communication 3: Twitter
Twitter is also the one of the best way to communicate about the campaign into effective
terms with the right kind of approach. Twitter has the ability to direct the traffic more towards
the traffic to the website. It also improves brand awareness and engages the audience into
effective terms. They have also contributed into context of creating the personal relationship with
their followers and customers as well. It also boosts the conversions and increases the sales well.
In context to Enterprise Rent -A -Car, twitter is the best option in terms of promoting the
campaign into effective and result oriented terms. So Twitter is the best option for it.
Communication 4: You Tube
You Tube is a very effective way to communicate about the campaign so that audience
can be attracted on a larger scale. It is also the way of advertising the content of video on You
Tube or search the results which maximises the user research into positive manner. It could be
the video playing before the user views another video or also showing up in You Tube search
results for people to watch in full(Turchini and et.al., 2019).In context to Rent-A-Car, they can
post their campaign video on You Tube due to which they can receive the response various
number of people and can also analyse the value of video through likes, dislikes and comments
as well. So its the best way to communicate with large number of audience.

Communication 5: Website
The website is good for campaign because it provides customers an easy way to contact
the individual and can also learn more about the products, services and businesses. It also
leverage the social networks and also implement the social media strategy in order to reach the
larger audience and also create the more buzz about the buzz (Vrontis and Christofi., 2020). In
context to Rent-A-Car, they have to communicate in such a manner that they can increase the
brand awareness about the company and this campaign can also achieve success on a larger scale
due to its strong brand image into the market.
Reflection on campaign
From the campaign, I have learnt that it is very important to understand the audience into
deeper terms. I have also learnt that it is very important to use the right tool in order to
communicate with people on a larger scale. I have grasped the knowledge about outer world,
technologies, changing preferences of people over the period of time. So in the overall manner,
for conducting or organising the campaign it is very necessary that to analyse and evaluate the
market into deeper terms with the right kind of approach. That's why for the success of campaign
I have to aware myself from every aspect and parameter as well.
CONCLUSION
The above stated report concludes that there are certain contemporary issues in marketing
which needs to resolved into positive manner with the right kind of approach. It has been
concluded that within the field of marketing it is very important to have a marketing campaign
which will help in terms of promoting the products and services and along with it contributes in
rasing the brand awareness as well. It has been determined there are different ways through
which products and services can promoted into effective terms with the right kind of approach.
That's why marketing is very important for any organisation's growth and development as well.

REFERENCES
Books and Journals
Länsipuro, H. and Karjaluoto, H., 2021. Data-driven marketing processes: Boundaries and how
to overcome them. In Contemporary Issues in Digital Marketing (pp. 22-31).
Routledge.
Manoli, A. E., 2018. Sport marketing’s past, present and future; an introduction to the special
issue on contemporary issues in sports marketing. Journal of Strategic
Marketing, 26(1), pp.1-5.
Phillips, P. and Moutinho, L., 2018. Contemporary issues in strategic management (pp. 159-
177). Routledge.
Shet, S. V., 2020. Strategic talent management–contemporary issues in international
context. Human resource development international, 23(1), pp.98-102.
Tonkova, E., 2019. UPDATING MARKETING–CONTEMPORARY ISSUES. FACULTY OF
ECONOMICS-PRILEP UNIVERSITY „St. KLIMENT OHRIDSKI “-BITOLA, p.482.
Turchini and et.al., 2019. Thoughts for the future of aquaculture nutrition: realigning
perspectives to reflect contemporary issues related to judicious use of marine resources
in aquafeeds. North American Journal of Aquaculture, 81(1), pp.13-39.
Vrontis, D. and Christofi, M., 2020. Contemporary issues in management and marketing
research. Business Perspectives and Research, 8(1), pp.2-3.